September 30, 2024

Great Moments in Podcast Advertising

By Audacy Insights Team

At Audacy We’re Celebrating the Advertisers Pushing Creative Boundaries 🎉

It’s International Podcast Day, and here at Audacy, we’re turning up the volume to celebrate the incredible world of podcasts. And not just the amazing stories, insightful conversations, and laugh-out-loud moments that make podcasts so special – we’re also giving a huge shout-out to the advertisers who are taking podcast advertising to the next level.

The journey for podcast advertisers has been an exciting one — from the days of the first host reads — to today’s innovative brands and shows that are pushing the creative boundaries and captivating with fresh, engaging experiences for listeners, advertisers, and publishers alike.

When you can pair the right advertiser with the right content for a seamless integration, everyone wins. The listener stays engaged and the advertiser effectively reaches their target audience. This is especially important in the true crime genre, where investigative work often relies on the support of advertisers.

Donald Albright

CEO, Tenderfoot TV

#1 Next-Generation Host Reads

Tenderfoot | Up and Vanished | Liquid I.V.

Liquid I.V. teamed up with Tenderfoot TV’s “Up and Vanished” and took host reads to the next level with ads that were seamlessly woven into the show’s narrative with a thematically relevant custom segment.

The season takes place in Alaska, and host Payne Lindsay aligned his highly produced read for Liquid I.V. by sharing how he used the product while researching and recording the season to stay hydrated through elements, terrain, and long hours. This clever integration made the ad feel authentic and relevant, enhancing its impact and memorability.

#2 Cross-Platform Content Sponsorships

Baseball Isn’t Boring | WASABI Hot Cloud Storage

Who says ads can’t be part of the entertainment? WASABI Hot Cloud Storage knocked it out of the park with their presenting sponsorship of “Baseball Isn’t Boring.” WASABI has a strong interest in baseball, specifically in aligning with content around the game vs. pure stats and game analysis.

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A post shared by Joe Kelly and Friends (@bbisntboring)

They went beyond a standard sponsorship by collaborating with the show to create three unique and engaging segments within the podcast and across show and host social: “Hot Tech,” “Hot or Not,” and “Hot Takes.” These segments added a fun and informative element to the show, perfectly aligning with WASABI’s goal of bringing the human side to fans.

#3 Social Prompting

DEUX U & Comments by Celebs | Metro by T-Mobile

Metro by T-Mobile tapped into Audacy’s female entertainment and influencer powerhouses, DeuxU and Comments by Celebs, to sponsor their in-show call-in segments. They cleverly used sponsored social media posts & stories to prompt listeners to call in with questions about the latest celebrity news, creating a buzzworthy experience that bridged the gap between social media and podcasting. Select questions were then answered in the following week’s episode within a sponsored content segment. This innovative approach amplified audience participation and generated excitement around the Metro by T-Mobile brand.

#4 Visual Storytelling with Enhanced Video Units

SuperFly

Video adds an exciting new dimension to podcasting, and “SuperFly,” hosted by Dana Carvey and David Spade, is leading the way. SuperFly is produced with both audio and video consumption in-mind — with video enhancements that help bring the content to life through visuals.

To align with the format, Audacy launched the Enhanced Video Unit (EVU) that takes the standard on-camera host read and adds in animations, graphics, client URL and even trackable QR codes to increase engagement through video. To date, multiple clients have leverage this first-to-market tactic across Travel, Grooming, and AutoParts categories.

The Future of Podcast Advertising is Limitless!

These innovative examples demonstrate that podcast advertising continues to head in an exciting direction—creating engaging and immersive experiences that resonate with listeners. As podcast advertising continue to evolve, we can’t wait to share what exciting new creative formats emerge.