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Host-Read Ads

Host-Read Ads

By Host-Read Ads

Navigating the podcast sales process can be cumbersome because every podcaster has their own unique approach. Join Lisa Laporte, the CEO of TWiT.tv, each Friday to learn about the different types of podcast advertising, how they work, and what you need to consider when buying podcasts. If you are new to the podcasting space or a brand wanting to advertise in podcasts, then subscribe to learn more.
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Sales Tip - Your First Call With a Potential Customer
Sales Tip - Your First Call With a Potential Customer
Here is my guideline for selling successfully: 1. Start your meeting with an agreement about what will happen at the end of the meeting - set this expectation at the top - you will decide if there will be a second meeting to consider a campaign or if perhaps this is not the right fit or time. Establishing this takes all the guesswork out of the steps, and everyone is clear about the expectation. 2. Always take selling out of your first meeting - make it a discovery call & do your research about them and their company. Ask about existing and past advertising campaigns, who are their customers, what are their growth goals, what is their expectations from a campaign, etc. Be curious and make it all about them. 3. Only focus on what you can do for your potential partner - provide them with the benefits of advertising with you, do not focus on the features you have, but on how it will benefit them. As I said, make it all about them. 4. Position yourself as the transformative person they can work with to help them achieve their goals. Acknowledge their issue, perhaps discover more. You want to be the expert to make their life better. Be their agent of possibility and introduce a new way to help them reach their goals.  Then end your exploratory meeting with a commitment for a 2nd to discuss a potential campaign or if the time is not right/it's not a good fit. And always lead all meetings with honesty, integrity, and transparency.
03:15
November 25, 2022
The TWiT.tv Advertising Goodie Bag
The TWiT.tv Advertising Goodie Bag
The TWiT Goodie Bag (Free) included with every paid ad campaign includes: Overdelivery on impressions as all ads are embedded and live in perpetuity Full-service continuity team to handle everything from ad copy through graphics Presence on the sponsor page, show episode pages, & in RSS feed episode descriptions Courtesy commercials on video shows provided with ad reads to be used anywhere but paid media Social media promotion on InsideTWiT - Twitter, Facebook & LinkedIn Featured 1x in TWiT's weekly newsletter reaching over 14,000 fans with an open rate of over 30% Onboarding call with full-time hosts to cover ad copy before the campaign begins
03:38
November 18, 2022
TWiT.tv's Advertising Model
TWiT.tv's Advertising Model
TWiT.tv's ad format is as follows: each show episode has two ad positions for each sponsor - first is the host-read billboard (typically 10 - 15 seconds) and second is a host-read interstitial ad (typically 1-2 minutes and can be longer). Flash forward to 2022 - we still use this model today.  First, I am often asked - why two ads? We adopted this model because we tested several formats before choosing it. The unaided recall (meaning the group that listened to an episode needed no prompts to remember the sponsor names) was 65-80% higher with two ads versus one. For sixteen years, the traction and impact of advertising on our network have been higher than other networks, and our audience stays with sponsors who appear on our network after making a purchase. This is also because we heavily vet ALL sponsors; they must have products/services that will benefit our audience. Our focus is on super-serving our audience, which in turn super-serves our sponsors. Think about it. If you hear 2 ads for 3 sponsors instead 1 for 6, don't you think you would remember who was promoted? It allows us to include a quick mention at the top of an episode that gives you a sample of what you can expect later, and then the second ad gives our hosts time to properly introduce our sponsors products/services directly to their fans. Our hosts do not read the ad copy. They pull from it and make their ad read unique and personalized. We also do not cut off an ad read at 60 seconds. We always take the time to properly introduce our sponsors to our audience. We produce results because our ad model has been tested and proven for years. We minimize the number of sponsors in a show episode. We deliver high-impact ad reads to a qualified audience, AND the most important part is that trusted hosts deliver them that our audience wants to hear from and not a random person.
04:03
November 11, 2022
Partner Testionial - ITPro.tv
Partner Testionial - ITPro.tv
Here at TWiT.tv, we refer to all of our clients as partners because we want long-term relationships with brands. As they grow their offerings, we want to keep them in front of our tech-savvy audience and continue to promote their products/services. This way, our audience remembers our partners' offerings as we deliver long-format ad reads. We include our partners' information on our episode pages when their ads appear on a show. They also appear in our RSS feeds to see who advertised on an episode. We have a "sponsor page" with all active partners listed for easy reference. We make it easy for our fans to know who is on our network. Because we are not Google, Facebook or Apple, we do not collect data about our audience or invade their privacy. Therefore we rely on an annual survey that our audience can opt-in on, and we use these metrics along with partner testimonials to sign new partners to our network. In addition to testimonials, we have case studies showing the longevity of partnered brands, and no one renews YOY if you do not work for them. Visit TWiT.tv/advertise and watch or read our client testimonials. Here's what Tim Broom, the Founder of ITPro.TV talked about working with our network; they have been with us for ten years.
03:24
November 04, 2022
The Difference Between Host-Read, Producer-Read, & Straight Ad Reads
The Difference Between Host-Read, Producer-Read, & Straight Ad Reads
I want to discuss the differences between a host-read, producer-read, and straight ad read. I already covered a host-read ad and why it's effective in episode one. Please check it out if you haven't listened to it yet, and a quick definition is a host-read ad is literally an ad that the host reads. Now a producer-read ad is similar  - it's done well, typically by someone who has been practicing ad reads touching on the features and benefits of a sponsor and delivering the read in a well-spoken voice. It's informative and generally includes a solid call to action. The disconnect to the audience is the show's host does not deliver the ad. And why are they listening? Because they want to hear from the host and trust is already established. This makes the impact of the producer-read ad less effective because the audience knows the host and not some random person reading an ad with the host who takes a break from the content. Producer-read ads do not include personal experiences (PE). Think about it, what would a PE from a random person do anyway. Not much because the audience doesn't know them, and personal experience is powerful. Therefore, a producer-read ad is similar to a straight ad read, meaning a PE or an implied PE can not be included. A straight ad read from a trusted host is more impactful than a producer-read ad because trust is established with the audience. According to a Nielsen survey, 56% of podcast listeners pay more attention to ads read by the host of a podcast versus a producer-read ad or commercial.
02:10
October 28, 2022
TWIT.tv's Host-Read Ads Stand Out & Here's Why
TWIT.tv's Host-Read Ads Stand Out & Here's Why
Today I want to focus on "why" TWiT.tv's host-read ads stand out. First, our hosts are trusted by our audiences. They are experts, and they live, eat, & breathe tech. For example, my partner Leo Laporte carries multiple cell phones, codes in different languages, and reads about tech at least 4 hours a day. You can't fake knowledge or passion. All of our hosts love tech and remember our audience trusts them. Second, our network is a trusted tech source because we are clear when we transition to an ad read and do not offer paid reviews. You can't buy an endorsement from our hosts or network, and we only sign sponsors who have services/products that we believe in and that our audience can benefit from. Sponsors who advertise on our network that our hosts already love - win big. Our hosts also take the time they need to deliver a host-read interstitial ad,  unlike other networks that cut you off after 30 or 60 seconds. We believe in covering all of the features and benefits and providing details as to why our sponsor's products/services work for you. Sometimes other hosts chime in if they have experience with the sponsor or their offerings. Sometimes our hosts provide deep insights into the features/benefits, especially when personal experience can be included. And our interstitial ad reads can be anywhere from 2 minutes to 10. It almost feels like part of the show because our hosts have the freedom to include their thoughts and experiences in the ad read. It's not scripted, making them more powerful.
02:39
October 21, 2022
What Podsights is & How it's Used at TWiT
What Podsights is & How it's Used at TWiT
Ad tech is fairly new to podcasts and has only been around for a few years. We are currently using Podisights, and I wanted to give an overview of how it works and why we offer it to our partners at TWiT. Podsights has pixels in all of our podcast audio feeds, and as we sign partners, we offer it to help show attribution throughout their campaign. For it to work, our partners need to place a Podsights pixel on their website, and it needs to be ROW to work. Podsights can only track our audio feeds, and they must reject downloads outside of the US from cell towers and business IPs. They only track US household IP addresses. They then show a gross-up if they could count everything they ingested. They cannot count YouTube, Spotify, or any podcatcher without an API, and they do not ingest our video feeds. Therefore we provide an additional gross-up to count ALL downloads that we report to our partners. Podsights is important to use at TWiT because our audience is sophisticated and tech-savvy - they don't visit landing pages - they google our partner names, and only those super dedicated will remember to go to our custom landing page if they make a purchase. We know this because we ask our audience in our annual survey reaching 10K fans, and most do not bother with landing pages or offer codes. Since brands want to gauge traction from podcast campaigns, adding Podsights gives them more insights into how many fans we send to their website. Podsights works by tracking the IP address when an episode is downloaded with a partner's ad read in it. They then track that IP address for 60 days to see if it visits our partners website. We require our partners to place the pixel run of website to capture all of the traffic we send to it. This way, when our fans google the partners name, they can see the traffic we sent to their website. Since privacy is a HUGE concern with our fans, the only thing a partner sees is the traction to their website, meaning nothing about the IP address is being shared - only if someone downloaded an episode with their ad in it and went to their website. That's it. We use ad tech because we know that we send 3x more traffic to partners websites than landing page visits on direct response campaigns, and it's 6-7x greater on branding campaigns. And also, because our network name is the same as our biggest show on our network, several fans will visit the TWiT landing page, and without Podsights, you can't be sure which shows are driving the most traffic. We know this because our fans have told us they use TWiT by default. 
03:42
October 18, 2022
What Should Your Advertising Approach be in a Recession?
What Should Your Advertising Approach be in a Recession?
Part of why I am doing my podcast is to address the real world, and everyone is questioning - are we in a recession? Inflation is off the charts, interest rates are rising, the stock market is up and down, well, mostly down. Yet Biden reported that we added 263,000 jobs in September and our unemployment rate is 3.5%. So are we in a recession or not? And how does this impact advertising? My advice in times like these is to continue moving forward, as consumers have higher expectations from brands in a crisis. It is proven that brands that continue to advertise in a recession fair the best. If you stop advertising because you are worried about budgets, you can guarantee that your competition will blow right by you and gain market share. 
03:17
October 14, 2022
Overview of the TWiT.tv Sales Process
Overview of the TWiT.tv Sales Process
Our sales process is more extensive than most. It starts with a 15-minute exploratory video call to discuss potential partners goals and needs with a campaign on TWiT.tv. We vet all potential partners and discuss their goals with our editorial team. We take care in providing the entire overview of a campaign and solidify partnerships by providing white glove service and only signing those who have products/services that benefit our audience.
05:22
October 07, 2022
What is a Host-Read Ad & Why Ad Copy is Important
What is a Host-Read Ad & Why Ad Copy is Important
A host-read ad is an ad read by the show's host and has a more significant impact than a producer-read ad or pre-recorded commercial. There are three types of host-read ads: personal experience (PE), implied endorsement, and straight read. Ad copy must be compelling and focused on the features and benefits of the product or service. It should also include HOW it works and WHY it's effective, plus it needs to have a compelling call to action (CTA).
04:02
September 30, 2022
Host-Read Ads Trailer
Host-Read Ads Trailer
Navigating the podcast sales process can be cumbersome because every podcaster has their own unique approach. Join Lisa Laporte, the CEO of TWiT.tv, each Friday to learn about the different types of podcast advertising, how they work, and what you need to consider when buying podcasts. If you are new to the podcasting space or a brand wanting to advertise in podcasts, then subscribe to learn more. 
01:13
September 23, 2022