Ad Infinitum: S2E4 - Scary Ads with Nathalie Chicha and Ray Harkins

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 4 – “Scary Ads.”

Context is everything for ads, but what do you do when the podcast is fiction? How do you put your ad in the middle of a story and not feel like an uninvited guest? Ad wizard and Host Stew Redwine (VP, Creative Services, Oxford Road) welcomes scripted podcast experts, Nathalie Chicha (Producer, I Hear Fear) and Ray Harkins (Senior Account Executive, Wondery) to find out.

Join Stew, Nathalie, and Ray as they dive into the best and worst ads in scripted audio, and break down spots from advertisers like BetterHelp, Dave, and (controversially for Ray) Twizzler. What lessons can CAO’s learn from these audio allstars before venturing into these pre-scripted waters?

“If you get too cute, too kitschy with it, that could turn people off in the wrong way where they actively dislike the brand.”

•  Ray Harkins, Senior Account Executive, Wondery

• Earn your: 60 ⏳ – When your ad is placed next to very tightly scripted audio, different content can be even more glaring. Do you really need the full 60 seconds or are some phrases redundant (gasp) filler? It’s okay to not say everything, as long as what you do say matters to the listener. 
• Find one Element ☝️ – If for any reason a host can’t read your ad, try a producer. You can try using a musical element from the show or even a show character as well. Fictional podcasts–especially with sensitive material, are high risk, but high reward. Be thoughtful as you draw connections with the show.
• Pick your Shots – With custom ad creative for scripted shows, give it more thought and do it the right way. Don’t go BIG on more scripted podcasts than you can be thoughtful about. Instead, start small and put as much care into the ads as the creators put into their shows. (And if you need help coming up with ad ideas, just email Stew)

Want to learn how to navigate the powerful sound waves of fictional podcasts? Catch the full episode by clicking below. (And please leave an “honest five-star review.”)

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