Podcasts are blossoming and so is the process of their monetization. According to Insider Intelligence, the US podcast ad spending is expected to increase to USD 1.3 billion. And according to research published by the Statista Research Department, over 66% of advertisers and agencies have discussed podcast ads as a potential media investment and a whopping 34% are currently advertising in podcasts. But producing them is a hassle, especially if you're looking to create various dynamic variations. If you are already familiar with what podcast advertising implies and the kind of promise it holds, we suggest you jump to this part of the article to learn about just how can you automate the production of dynamic ads, all while still retaining the most essential aspect - your voice and the voice of your brand.
💁🏼 The Race for Podcast Advertising
Brands like BetterHelp, Express VPN, HelloFresh, and even Amazon recognize the importance of podcast advertising and were among the top 15 podcast advertisers in August 2021. The interesting thing is that in the reports from March 2021 most of these brands still remained in the top 15. That ought to tell us a lot about the kind of benefit that podcast advertising holds.
The race for podcast advertisements has increased so much so that it has led to the growth of multiple go-between platforms like Midroll, where podcasters can find advertisers for themselves. This is done on a huge scale. Midroll, for example, works with top-shot podcasts like the Office Ladies Podcast and WTF by Mark Maton.
Not to mention that Spotify and Amazon music with 100s of Millions of users now offers podcast advertisement on a large scale.
💁🏼 What Makes Podcast Advertisements Different?
Advertisements are everywhere, given the exponentially increasing influence of digital marketing. So what makes podcast ads different from ads of video or written content?
The answer has to be with a very interesting phenomenon of Banner blindness, which essentially is a tendency of modern-day audiences to tune out any banner-type content having gained a strong recognition of the fact that these are generally ads and growing tired of them. The YouTube skip ad feature also doesn’t do advertisers any favors. Here is when podcast advertisements come to their rescue.
According to Cleverism, “Podcast audiences tend to be dedicated and find the show’s hosts trustworthy and relatable. Podcast advertising is often more about the host’s endorsement of the product rather than being a filler for the show. According to Midroll, the digital media company, 63% of their podcast listeners have purchased a product, which was advertised on a podcast.
💁🏼 The Types
There are essentially three types of podcast ads:
Pre-roll: Shorter ads placed at the beginning of each episode.
Post-roll: About the same length as pre-roll ads placed at the end of an episode.
Mid-roll: Longer ads placed in the middle of episodes, much like sponsorships.
Though the choice between the kinds is purely an individual call, in all honesty, mid-roll ads have statistically shown to be highly effective. In an interview with Blubrry, Heather Oswood the CEO of True Native media says that sponsors prefer midroll placement over the other kinds because “The listener is typically engaged in an activity and won’t get out their phone to forward through the ad.” It is not a matter of surprise that mid-roll ads have a higher conversion rate than pre or post-roll ads.
Mid-roll ads are amazing and well, challenging. They are the hardest ones to automate due to factors like making sure the script of the ad is relevant to the episode and ensuring that it blends well with it. Besides, before automation one must remember that, Host-read ads far outperform non-host read ads by acquiring the trust of audiences. The voice of the host matters in building this relationship of trust.
But even host-read ads more often than not make a huge mistake, of being impersonal. Personalization can certainly go a long way to build faith in your brand! As per a report published by A Million Ads, called the Power Of Personalization, more than three-quarters of consumers are turned off by repetitive ads, and almost 51.9% of respondents certified that they were more likely to purchase a product or service having heard a personalized advertisement. In the words of Lindsay Shelton in her piece over at the Advertising Week, “Trusted host + dynamic personalized ads = engaged listeners.” Now, that's the kind of math you'd like!
💁🏼 How Deepsync changes the paradigm
As good as dynamic ad insertion sounds on paper, it is hard to automate. But, with AI, it isn’t. Platforms like Deepsync can clone your voice and talking mannerisms to enable easy and quick text-to-speech conversion for ads. Making tweaks then is made much easier than traditional recording. You can also make personalized host-read ads with just a script! With Deepsync you have your digital voice/ synthetic audio ready to be used for parts of your podcast like advertisements.
The possibilities for personalized dynamic ad production with Deepsync are indeed endless. Deepsync allows users to make multiple variations of the same advertisement that better fit into the context of the episode that the ad is running on and it does so with just a script at your end, completely automating the process.
Besides just saving you a lot of time and effort on repetitive and clerical tasks, Deepsync can help you make different versions of a particular advertisement and run them multiple times with the slightest of tweaks or even major changes. This helps you figure out what works best for your brand with little to no effort.
The ability to carry out some smooth trial and error for your brand’s audio content strategy is a major win. For instance, if you are a nutrition podcast, the alarmingly high saturated fat levels of good old lasagna certainly do not concern a Mexican audience but listeners in Italy or even the US could potentially benefit from this content. For your nutrition podcast ensuring the malleability of your content to suit different audiences from different parts of the world, with varied food choices and different levels of accessibility could do wonders!
Even news, for example, has a lot to do with relevancy, one of the objectives of global news podcasts is to rank the news on the basis of how relevant it is to audiences of different regions. So, podcasts have to make tweaks to their content when published for various audiences depending on the relevancy of the news to that audience.
However, this is a difficult process that is obviously hard to automate and Deepsync can help you do just that. Making endless changes with the least amount of effort to help your brand figure out what works best for it is all achievable with a simple collaboration with Deepsync. It ensures that you focus solely on the quality of your content in its attempt to empower creators like yourself. Head over to Deepsync's official website to learn more.