5 Podcast Sponsorship Mistakes to Avoid
5 Podcast Sponsorship Mistakes to Avoid
5 Podcast Sponsorship Mistakes to Avoid
Mistake 1: Using Pre-Recorded Ads
Mistake 2: Choosing Post-Roll Ad Placement
Mistake 3: Announcing Commercial Breaks
Mistake 4: Advertising on Only One Podcast
Mistake 5: Crafting the Ad Script Yourself
I cringe when I see brands using pre-recorded ads. Why? Because they are not genuine, authentic, nor do they flow with the show. Podcasters have a special relationships with their listeners. More so than any other social channel. So, in addition to crafting the ad script for the host, here are some other podcast sponsorship mistakes you should avoid if you want to get a great ROI.
Mistake 1: Using Pre-Recorded Ads
Pre-recorded ads often come across as inauthentic and can disrupt the flow of a podcast episode. Listeners can easily identify them as advertisements, making them more likely to skip through them. Instead, opt for ads read by the podcast host to maintain a genuine and seamless experience.
Mistake 2: Choosing Post-Roll Ad Placement
Post-roll ads, which play at the end of an episode, have the highest skip rate and the lowest conversion rate. There are three main ad placements:
Post-Roll: At the end of the episode (worst performing)
Mid-Roll: During the middle of the episode (highest performing)
Pre-Roll: Before the episode starts (second best)
For the best results, focus on mid-roll placements, as they integrate more naturally into the content and hold the listener's attention better.
Mistake 3: Announcing Commercial Breaks
Starting an ad with phrases like "now it's time for a commercial break" signals to the listener that they can skip the ad. Avoid this approach to keep listeners engaged. Instead, integrate the ad content naturally into the podcast.
Mistake 4: Advertising on only one podcast
Just like you wouldn't run a Google or Facebook ads campaign with just one ad, you shouldn't limit your podcast advertising to a single show. Running a campaign across multiple podcasts (5 to 10) over a span of four weeks helps identify which podcasts generate high-quality leads. This strategy allows you to refine your approach and achieve a higher return on investment.
Mistake 5: Crafting the Ad Script Yourself
Hiring a podcaster means leveraging their expertise and trust with their audience. Allow the podcast host to write the ad script for a more authentic and genuine message. They know their audience best and can tailor the ad to resonate more effectively than a pre-written script from your team.
By avoiding these common mistakes, you can significantly improve the efficiency and success of your podcast advertising campaigns.
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