Host-Read Podcast Ads: The Key Benefits for Advertisers

Whether it’s Alex Cooper delivering a customized message on personal care products or Conan adding his signature comedic flair to an ad for LUXE Bidet, host-read podcast ads stand out for their unique ability to build trust, connect with listeners, and drive action. But what exactly are host reads, and how do they stack up against other ad formats?

If you're dipping your toe in podcast advertising or considering host-read ads as part of your strategy, this comprehensive guide breaks down the benefits, how they compare to other ad formats, and the best practices for implementing them successfully.

What Are Host Reads, and What Are the Benefits?

Host-read ads are just what they sound like—the podcast host directly delivers your brand’s message to their listeners. As a type of native ad, these ads are seamlessly integrated into the show, making them feel like a natural part of the content and conversation. Typically, the ad matches the style and feel of the podcast and its host(s), creating further relevance for the audience. 

Here are the key benefits of host-read podcast ads. 

Flexible Formats

Podcasts are no longer audio-only. Many shows are increasingly offering video formats on platforms like YouTube or TikTok, delivering visual appeal and a way to see the reactions and emotions of the host and guests. Advertisers can decide between the two formats based on the target audience and performance objectives. Or, you might consider leveraging both formats to maximize reach and amplify your message.

Feels Like an Endorsement

Here are a few fun facts: Three in four listeners prefer ads voiced by the podcast host, and 70% of listeners say they appreciate the honesty and authenticity of their favorite podcast hosts. So, when a trusted podcast host reads an ad, it often feels like a personal endorsement. This perceived credibility can lead to higher audience engagement compared to more traditional ads. After all, nine in 10 listeners have taken any action after hearing a product or service advertised on a podcast. The bespoke nature of host reads means they usually come at a higher cost compared to announcer- or brand-read ads, but the high potential for consumer action often justifies the investment. 

Seamless Listening Experience

Host-read ads are integrated into the episode and match the natural flow of the show. Just as a host finishes recounting their stories from this year’s Coachella, they may take a short ad break in the middle of the episode to discuss a new product they’ve been loving. Unlike other ad types with voice talent, host-read ads can feel like more of a part of the discussion. The conversational delivery keeps listeners engaged without distracting from the content, creating a disruption-free experience that enhances ad reception.

Deeper Audience Connection

Podcast listeners are loyal to their favorite hosts. In fact, one in three podcast listeners 18+ say that the host is like a friend. With this type of connection at play, listeners are more likely to be receptive and take action based on a recommendation that comes from someone they admire and trust. 

Higher Brand Recall

When a trusted voice tells a memorable story about your brand, it sticks with listeners. In a past case study that combined host reads with video host reads, we found that the audio-only ad drove 67% in unaided recall and +10pts in brand familiarity while the video host reads drove 77% in unaided recall. And when you compare host reads versus pre-produced and announcer-read ads, host reads resulted in +10 higher unaided recall.

What’s the Difference Between Host Reads, Announcer Reads, and Brand Reads?

For advertisers and marketers looking to craft compelling, audience-targeted ads, understanding the various ad delivery styles is crucial. 

Announcer-Read Ads

Announcer-read ads feature polished, pre-produced messaging delivered by professional voice actors in a style that is similar to host-read ads. These ads are recorded separately and inserted into the content, offering control over the ad's tone, pacing, and style. 

Unlike host-read ads, announcer-read ads don’t rely on the start power or personality of the host. Instead, this ad type leans on compelling scripts and expertly produced audio.

Why use them?

• Creative Freedom: Brands have more control over the script, sound effects, and overall design of the ad, allowing for more precision. If your brand message comes with strict parameters, voice actors can read the ad verbatim. And if there’s more room for tone and personality? You can even ask the talent to deliver this to fit the brand and listening environment. 

• Budget-friendly: Not all brands can allocate the budget for host-read ads. Announcer-read ads can serve as a budget-friendly alternative, while still offering robust targeting and performance capabilities. 

Brand-Read Ads

Brand-read ads, also known as pre-produced ads, are similar to announcer-read ads but can be delivered by either a brand spokesperson or a traditional voice actor—and they can even run on other media (like streaming audio). These ads maintain a strong connection between the brand and its audiences by featuring a voice that becomes synonymous with the brand itself. The advantage of brand-read ads is that they create a sense of familiarity and identity by offering the flexibility of being repurposed for other media. 

Why use them?

• Authenticity: When delivered by a brand spokesperson, these ads can carry a greater sense of authority and personal stake.

• Cross-platform cohesion: Brand-read ads are easily repurposed for other channels to maintain brand consistency. 

Understanding the Differences

While host-read ads excel in delivering a personal, relatable touch to messages that resonate with listeners, announcer- and brand-read ads offer distinct advantages for advertisers prioritizing authenticity and consistency. Additionally, your campaign isn’t limited to choosing just one type. Consider using a mix of the three formats to receive the unique benefits of each. 

The Best Practices for Host Reads 

To make the most of your host-read podcast ads, here are the best practices to keep in mind:

Choose the Right Show and Host

Not every podcast (or host) will align with your brand. Look for shows whose target audience matches that of your brand, and select a host whose voice and values align with your message. 

Capture Attention Quickly

Podcasts are known for maintaining attention, but your audience’s attention span may be short. Ensure that your host starts the ad with a creative hook that grabs the listener’s interest in the first few seconds.

Establish Your Brand Name Early On

Make sure your brand is mentioned clearly and repeatedly within the ad. Listeners should know exactly who you are and what you offer by the time the host finishes reading.

Lean on Studio Resonate

Working with our in-house creative agency Studio Resonate ensures that your message is crafted to maximize impact. From scriptwriting to audio production, their expertise enhances ad quality and performance.

How Host- and Announcer-Read Ads Drove Purchase Intent

Podcast ads, especially host reads, have proven to be highly effective, and when combined with the influence of announcer reads, they achieve major outcomes. An alcohol advertiser teamed up with the SiriusXM Podcast Network to generate awareness, purchase intent, and positive brand reception. 

The campaign leveraged the power of host-read and announcer-read ads, achieving notable results. The host-read aspect of the campaign drove +11pts lift in purchase intent and +9pts lift in affinity and favorability. Meanwhile, the announcer-read ad portion delivered +27pts in aided brand awareness. These results demonstrate how the right mix of ad types can drive full-funnel success and deliver meaningful business outcomes.

Get Started on Your Podcast Advertising Journey 

Whether you’re new to the podcast advertising world or interested in implementing host reads for the first time, we’re here to help. With the influence of the SiriusXM Podcast Network, a reach of 70M monthly podcast listeners, and the creative power of the Studio Resonate team, we’ll help you craft campaigns that amplify your message and connect you with your ideal audience. Let’s connect. 

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