Be Dynamic! Deliver Meaningful Podcast Ads with Dynamic Ad Stitching
The connection between a podcast audience and their host is a beautiful thing. As Ryan Stansky of Squarespace explains, “It’s a very intimate space that people consume podcasts in, so they end up feeling very close to the host.” They like and trust their hosts, which is why host-read advertisements prove so fruitful. “I know my listeners listen to my ads because it’s in my voice, my personality and my stamp of approval,” says John Lee Dumas, the host of the Entrepreneur On Fire podcast. “And that’s why they take action. If it’s obviously not me, they’re just pressing fast forward 10 seconds until it’s back to me.”
Both audience and host want the same thing: an authentic, trustworthy, and meaningful listening experience. But that experience falters when an ad, read by the host, is outdated or not targeted to the listener.
Consider this. A new consumer of podcasts discovers the hit podcast, WTF with Marc Maron. They are a huge fan of SNL and decide to listen to all of Marc’s interviews of previous and current cast members. They download an episode from 3 months ago and start listening. Marc Maron kicks-off the episode with a message from a sponsor: “We’re sponsored today by Sony Pictures. Out in theaters now: Hotel Transylvania. I just took my nephew to go see the film and it was hilarious. It’s got jokes for kids and adults. A perfect activity for the whole family. In theaters everywhere this Friday.”
From the podcast listener’s perspective, this ad does not contribute to the authentic, trustworthy and meaningful experience they’re expecting from the podcast. If the movie is no longer in theaters when they download and listen to the podcast, the communication will stand out as an advertisement. Plus, it doesn’t do any good for the sponsor, Sony Pictures, who wanted people to go see the movie over opening weekend.
This extreme – and completely fictional – example highlights the value of dynamic ad stitching. Imagine the same scenario, but this time when the consumer hits the download button, an ad is inserted into the episode that is timely and relevant to that specific consumer. Wouldn’t that create a more authentic and meaningful listening experience?
Our ad platform, Tap Podcast, offers dynamic ad stitching capabilities, which allow you to deliver targeted, contextually relevant ads to your audience based on geo-location, user attributes, or custom tags, allowing you to create a truly authentic, trustworthy, and meaningful experience for your listeners.
Contact a Triton representative to get started.
