Want Better Podcast Ad Performance? Here's what NOT to Do.

Podcast ads inherently have potential. The medium is popular (55% of the US population ages 12 and up are tuning in). The audience is both growing and mature (new listeners are discovering podcasts while OG fans continue to consume). Podcasts are a part of everyday life for fans (73% of listeners tune in to multiple podcasts in a given day or week). And audiences trust the content (68% say they value the transparency and honesty of their favorite hosts).

But not every podcast campaign lives up to its potential. 

When you have the #1 podcast network with audiences 13 and up (like we do)—with brands counting on campaigns performance—finding ways to make podcast ads even more effective is a priority. That’s why our data scientists at the Insight Lab teamed up with our audio creative experts at Studio Resonate to dig into the issue and turn data into tips and best practices.

Analyzing Podcast Ad Performance

It may seem like host-read ads make the podcasting world go round, but there are other ad types out there, which is where we focused our analysis, providing a level playing field compared to the variability of host reads. Announcer reads take the proven, native experience of host reads to create ads with a similar feel. These podcast-style reads are voiced by talented actors and can incorporate sonic elements that draw listeners in, make your brand recognizable, or set the scene. And with announcer reads, advertisers can easily scale messages across shows, genres, and networks.

The Insights Lab analyzed campaign results from a robust collection of brand lift studies to identify underperforming campaigns, and Studio Resonate reviewed the creative. Together, they identified what doesn’t work to develop a list of DON’Ts and elements to AVOID for better podcast ad performance.

What NOT to Do for More Effective Podcast Ads

Now, without further ado, let’s get into ways to improve your podcast ad performance—and tips for what not to do in your next podcast ad.

1. AVOID Disruptive Sound Design

Remember, this isn’t AM/FM radio, where loud, disruptive ads are intended to grab passive audience attention. Podcast fans are already leaning in. Don’t take the listener out of the intimate, conversational flow of the podcast environment with a lot of jarring, busy sound effects. We saw that some of the lower-performing spots took this approach. Instead, we recommend leading with voiceover and using sound design and music thoughtfully to heighten emotion and enhance the message the voiceover is conveying.

2. AVOID Long Disclaimers (or Get Creative)

We know this is a challenge for certain verticals, like pharma and financial services. In those cases, it’s best to skip offers or details that come with long, wordy disclaimers and instead focus on audio spots that build general brand awareness. But in other cases, like with alcohol brands, we’ve seen advertisers actually lean into the disclaimers, adding a playful twist or a bit of humor, which really helps them connect with listeners—and boost podcast ad performance.

3. DON’T Repurpose Terrestrial Radio Spots

We touched on this in the first tip. The podcast listening environment is nothing like terrestrial radio—so your ads shouldn’t be either. This is a common mistake: Advertisers believe it will be more efficient to repurpose a terrestrial ad for podcasts. But we saw from the analysis that in doing so, you may be sacrificing performance. You can use existing spots as a starting point, but it’s critical to customize scripts, tone, and sound design for the listening environment. Studio Resonate can help advise and collaborate on podcast creative to make sure it fits the unique environment.

4. DON’T Lose Sight of Your Strategy

Don’t get so enamored with an idea that you lose sight of creative strategy. We saw spots that, although they were extremely creative, ad performance was lacking. Our analysis revealed a key takeaway: Podcast advertisers should ground their creative concepts in a strong strategy. Above all, your ads should stay anchored to the human truth your product exists to solve. This way, you can avoid getting carried away with ideas and messages that might not resonate with the listener.

5. DON’T Forget to Test Your Creative

Nailing your message—and getting the podcast ad performance you need—doesn’t have to be guess work. In addition to tips 1-4 here to help you create better ads, you can also put them to the test. A/B testing with Veritonic allows you to test different creative approaches before launch. For example, a lesser-known brand’s podcast ads were creative and funny, but testing revealed that the messaging needed more product education to really boost brand metrics. This is a perfect use case for Veritonic, which allows brands to pre-test spots and creative approaches to see what performs best. 

Bonus Tip: DO Work with Studio Resonate

Podcast advertising is always evolving—and we’re mapping the DNA of what comes next. Studio Resonate has deep insight into what makes podcast advertising truly effective. But the real magic happens in collaboration. We love working closely with brands and their creative partners to craft campaigns that reflect their identity, voice, and objectives. Whether you’re refining your approach or just getting started with podcast advertising, our team is here to help your podcast ads reach their full potential.

Ready to create ads that resonate (and run them with us)? Let’s talk.