Host-Read Ads (Audio)

TWiT.tv just hit a major milestone—20 years of tech podcasting—and CEO Lisa Laporte is here to share the insider secrets behind 18 years of successful ad partnerships. In this episode of Host-Read Ads, Lisa breaks down why buying host-read ads directly from TWiT delivers better results for brands. With our hands-on boutique approach, Lisa explains how TWiT turns advertisers into partners—and why agencies simply can't compete with the network's intimate knowledge of its audience. Interested in advertising on TWiT.tv? Reach out to partner@twit.tv and start a conversation about your growth goals. Host: Lisa Laporte Download or subscribe to Host-Read Ads at https://twit.tv/shows/host-read-ads Club TWiT members can discuss this episode and leave feedback in the Club TWiT Discord.

In this episode of Host-Read Ads, Lisa Laporte, CEO of TWiT.tv, shares the latest audience metrics from their annual survey. With over 8,000 responses, Lisa reveals 10 key insights about the TWiT audience that demonstrate why the network delivers exceptional results for advertisers, particularly those in the tech and B2B space. Host: Lisa Laporte Download or subscribe to Host-Read Ads at https://twit.tv/shows/host-read-ads Club TWiT members can discuss this episode and leave feedback in the Club TWiT Discord.

In this episode, TWiT.tv CEO Lisa Laporte shares five compelling reasons why brands should partner with TWiT.tv for their podcast advertising needs: 1. Audio and video formats for all shows, allowing hosts to deliver engaging, in-depth, and authentic host-read ads. 2. Simulcasting on eight platforms, attracting 3,000 to 5,000 live viewers per episode and offering free brand exposure. 3. Full-service continuity team providing comprehensive support for ad campaigns, including an onboarding call with hosts and brands. 4. Proactive ad layering to ensure delivery of all paid impressions and bonus exposure for brands. 5. Extensive benefits for direct partners, such as featuring on various TWiT.tv pages, guaranteed impression over-delivery, courtesy commercials, and social media promotion. Don't miss this opportunity to learn about the innovative advertising strategies employed by TWiT.tv and how they can help elevate your brand's reach and engagement within the tech community Reach out today - partner@twit.tv Host: Lisa Laporte Download or subscribe to Host-Read Ads at https://twit.tv/shows/host-read-ads Club TWiT members can discuss this episode and leave feedback in the Club TWiT Discord.

In this episode of Host-Read Ads, TWiT.tv CEO Lisa Laporte discusses the network's 2025 advertising opportunities and how brands can effectively reach TWiT's highly educated, tech-focused audience. Contact advertise@twit.tv to learn more. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Join Lisa as she breaks down the benefits of podcast ad tech tools like Spotify ad analytics and Podscribe, providing a more comprehensive view of an ad's performance. She also emphasizes the importance of diversifying your advertising channels to ensure multiple touchpoints for converting listeners into loyal customers. This episode offers practical strategies for setting realistic expectations, understanding ad impressions, and analyzing landing page visits or offer code metrics. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Lisa Laporte highlights the TWiT.tv's diverse partnership offerings. From exclusive dynamic insertion audio ads through Libsyn Ads to direct partnerships with host-read ads and a comprehensive "goodie bag" of benefits, TWiT.tv has something for every brand looking to reach a highly engaged tech audience. Reach out to our team at advertise@twit.tv to discuss your growth goals and let them help you take your brand to the next level! Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Lisa outlines four compelling reasons for brands to buy direct. Learn about the importance of implementing ad tech, landing a better deal, receiving script recommendations, and securing the right customers. Find out how TWiT can help you achieve your growth goals and campaign objectives. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

How these unique podcast advertisements can serve as the perfect complement to a brand's existing marketing strategies, amplifying the reach and impact of the intended message. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Lisa Laporte pulls back the curtain on why ad tech's flashy numbers and algorithms can lead brands astray if they're not paired with a deeper understanding of a podcast's unique audience and content. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

In this episode, Lisa discusses the recent collaboration with Libsyn Ads. With this partnership, TWiT's eight public shows, including fan favorites like 'This Week in Tech' and 'MacBreak Weekly', have opened up a new realm of possibilities for brands to connect with the network's dedicated audience through dynamically inserted, host-read ads. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Lisa explains why storytelling and personal endorsements are key, and how TWiT gives hosts the creative license to turn ad spots into in-depth introductions that listeners trust. She emphasizes the importance of relevance, personalized endorsements, and the freedom given to hosts to go beyond the typical 60-second ad slot. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

In a market overflowing with audio content, Lisa breaks down how direct response brands can deploy calls to action that not only grab attention but also foster trust and brand recall. It's about the intricate dance of balancing a unique brand identity with a generous offer that listeners can't ignore—without giving away the store. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Embracing the spirit of community that's at the heart of podcasting, this episode emphasizes the power of word-of-mouth recommendations and the simple yet significant acts of resharing content on social platforms. Your active participation contributes to the thriving ecosystem of independent content creators. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Have you ever launched a podcast ad campaign only to find yourself in the dark about its performance and reach? In a landscape where instant results are often expected, Lisa underscores the importance of patience, explaining that podcast ads typically require up to eight weeks to achieve full impact due to the on-demand nature of audience listening habits. Listen for six valuable tips on measuring advertising success! Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Get the inside scoop on how the TWiT team expertly crafts partner ads that not only grab attention but also maintain it, turning casual listeners into loyal followers. Lisa shares TWiT's winning strategy, involving a mix of compelling copywriting, eye-catching graphics, and top-notch production techniques that ensure every ad not only shines but also aligns perfectly with the tech-savvy audience's expectations. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Lisa shares the successful approach of embedding ads within content, ensuring that they live on long after their initial run. This provides a lasting impact for brands, granting them what Lisa calls a "residual bonus" – a concept that continues to offer benefits well beyond the expected timeframe of an ad campaign. This aligns with TWiT's desire to have brands feel great about advertising on the network's shows. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Join Lisa as she lists the five pivotal guidelines that have propelled our brand partnerships to new heights. Learn how rigorous vetting and an unwavering dedication to adding value to our listeners' lives have set the stage for these significant gains in audience purchases. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Lisa lists the results of the annual TWiT audience survey, which offers an authentic glimpse into the lives and habits of the network's audience. From their educational accomplishments to the furry friends they come home to, these metrics are more than just percentages. Discover what makes TWiT's community stand out as they remain committed to tech podcasts and, in many ways, influence the technology sector. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

On the latest episode of Host-Read Ads, TWiT.tv CEO Lisa Laporte lays out why brands need to adjust their expectations around podcast advertising in order to find success. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Hear insider knowledge on the transformative power of host-read ads, social media buzz, and the unique advantages of audio-visual content. Lisa unveils the meticulous preparations that go into crafting campaigns that aren't just heard but felt, ensuring that every collaboration is steeped in authenticity and aligned with listener values. Lisa's insights offer a roadmap to creating partnerships that don't just exist but thrive. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Step into the world of tailored podcast advertising as Lisa shares the stages from the initial exploratory call to the crucial onboarding session. This episode highlights the patient and meticulous crafting of campaigns that resonate with listeners. From offer codes to landing pages, and the importance of a post-purchase survey – Lisa outlines why a slow bloom leads to a stunning flourish in listener engagement and campaign effectiveness. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

This episode peels back the layers of media executives' recession fears in 2023 and explores how those anxieties almost manifested into reality. Amidst the remnants of the pandemic's disruption, maintaining brand visibility has never been more crucial. Lisa delves into market resilience and the importance of advertising through genuine avenues such as host-read podcast ads for building trust and ensuring a robust comeback. Tune in to hear why it's important to secure your brand's place at the forefront when the economy bounces back. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Tear down the barriers between a good campaign and a great one, exploring five essential elements that every brand must integrate to captivate listeners. Learn about a compelling call to action, the credibility customer testimonials bring, and the irreplaceable power of a host's personal endorsement. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Have you ever wondered what makes you press that "buy now" button after hearing a podcast ad? Lisa Laporte explains the powerful impact of host-read ads within the tech podcasting landscape. This episode sheds light on how TWiT hosts maintain trust with their listeners through rigorous vetting of advertisers and a steadfast commitment to their interests. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

In this episode of Host-Read Ads, Lisa Laporte emphasizes why brands should continue advertising even during tough economic times, outlining five tips for growing your brand. Are you a potential sponsor looking to grow your brand in 2024? Reach out to our sales team at advertise@twit.tv and start a conversation about partnership opportunities! Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

In this episode of Host-Read Ads, Lisa Laporte lays out why the TWiT.tv podcast network works with partners instead of simply clients when it comes to advertising and sponsorships. Are you a potential sponsor looking to grow your tech brand in 2024? Reach out to our sales team at advertise@twit.tv and start a conversation about partnership opportunities! Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

In the latest episode of Host-Read Ads, TWiT.tv CEO Lisa Laporte breaks down exactly why host-read podcast ads resonate more than other forms of media advertising. She shares statistics revealing that podcast listeners strongly support brands that sponsor their favorite shows. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Join Lisa Laporte, CEO of TWiT.tv, as she provides essential insight into measuring podcast campaign success on their network. Lisa explores the importance of understanding the unique nature of their tech-savvy, privacy and security-focused audience. She offers her best advice for setting up custom landing pages or offer codes for the network, while cautioning that relying solely on these tools can result in an incomplete picture of campaign performance. Tune in to gain valuable insights into maximizing your podcast ad campaigns with TWiT. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

In the latest episode of Host-Read Ads, TWiT.tv CEO Lisa Laporte discusses insights from Spotify's 2023 podcast trends report, highlighting stats on the influence of hosts, growth of older audiences, the importance of authenticity for brands, and more, relating it all back to TWiT's own podcast ad experiences and audience. She advises brands interested in podcast advertising to leverage the intimate trust and influence hosts build with listeners by embracing authentic messaging. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

In this episode of Host-Read Ads, TWiT.tv CEO Lisa Laporte speaks with Max Buschman, Senior Vice President of Partnerships, about building strong relationships with advertisers through active listening and understanding their goals. Host: Lisa Laporte Guest: Max Buschman Download or subscribe to this show at https://twit.tv/shows/host-read-ads

In part two of their podcast advertising discussion, TWiT.tv CEO Lisa Laporte and VP of Partnerships Ryan Smith tackle strategies for brands already successfully advertising in podcasting to grow their campaigns. They provide tangible tips for sustaining growth while expanding reach by testing new relevant podcasts. Host: Lisa Laporte Guest: Ryan Smith Download or subscribe to this show at https://twit.tv/shows/host-read-ads

In this episode of Host-Read Ads, TWiT.tv CEO Lisa Laporte interviews VP of Partnerships Ryan Smith on strategies for brands new to podcast advertising to test the medium without fear. Ryan provides advice on ideal testing cadence, determining what works and doesn't through testing, and being open to unexpected audience demographic results. Host: Lisa Laporte Guest: Ryan Smith Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Today I want to remind my audience about the power behind host-read ads and how including a personal endorsement, also known as a PE, increases traction for brands. Host-read content continues to be a proven strategy for seasoned ad buyers, because it's the best kind of influencer marketing — and that's supported by Nielsen research which found host-read ads lead to stronger lifts in key equity metrics, such as a 67% increase in brand affinity. In today's podcast landscape, Dynamic Ads have taken over- please do not believe all those agencies and networks who only sell DAs. As they tout, DAs are stronger and better than host-read ads. 100% false information, and I wish they would stop saying it. Audiences listen to podcasts because they trust and want to hear from their favorite hosts. When an ad is host-read and authentic, there is a 50% increase to purchase from brands over DAs. When the host-read ad includes a personal endorsement from the host - the brand affinity and conversions are even higher than an implied endorsement. Why? Because the trust is already established and with the host talking about how much they love a brand, the audience is more compelled to trust the brand too. Want to work with the best podcast network that has a partnership team that can take your brand to the next level? Reach out today - advertise@twit.tv. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

I want to remind brands and agencies that podcasts are on demand and not everyone simulcasts. Podcast ads are not TV commercials or radio ads that are seen or heard immediately. Therefore, you need patience and a strong message when advertising on podcasts, AND you must implement ALL podcast tools to gauge traction properly. Reminder - in today's landscape, it's safe to say that it takes at least 12 touchpoints to turn a lead into a sale, and it's high time we all embrace this reality. The concept of "touchpoints" refers to the various interactions a potential customer has with your brand or product before they make a purchasing decision. The average touchpoint is considered to be 8, and even this can vary between 1 - 50 depending on the length of the buying stage. Patience is mandatory if brands are going to buy podcast advertising. Why? Because brands have to allow people to download podcast episodes, listen to them, hear their brand elsewhere, or see it and then make a purchase. Too many podcast agencies are canceling ad buys before giving the ads time to reach their greatest impact. Agencies are not educating their clients on what it takes to be effective in podcast advertising. We had several this year cancel B2B contracts two weeks after the first ad dropped, stating "it didn't work." Well, of course, it didn't work - they did not set their client's expectations, nor did any of the agencies we work with implement the proper tools to truly measure impact. And if you are canceling podcast ads two weeks after the first ad drops, then you are wasting your client's money. Here are the five recommended tools to properly understand the impact of a brand's podcast advertising campaign: Implement a landing page or offer code with a compelling offer unique to the podcast. Use ad tech to see who downloaded a podcast with a brand's ad in it and see how many visitors went to the brands website. Measure the increased traffic to the brand's website as some podcast fans use VPNs and opt out of tracking, making it impossible to measure everything. Review downloads, as podcast ads take time to deliver all advertising impressions, and you have to give fans time to listen and then act. Implement post-purchase surveys because if your offering is for a B2B product/service, I doubt the CEO who heard the ad made the purchase, making ad-tech useless if the person making the purchase is not the same person who heard the ad. Lastly, you need patience. Podcast advertising works because fans trust their hosts, and they take time. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Last week, I mentioned that I will be covering more than podcast advertising and that TWiT has pivoted to a one-ad model because podcasts moved to this structure several years back, and we were trying to stay with what performs best for our partners. We finally caved as it became a constant struggle to explain why our approach was better and the one ad model is now in place. Today, I am going to cover the lack of growth in podcasting and how it impacts independent networks. The American podcast market has reached maturity, and the number of Americans who listen to at least one podcast monthly is no longer increasing. In addition, there is a trend towards consolidation as Spotify, iHeart, etc. are buying and launching podcasts, while pushing for DAI on advertising is squeezing out independent networks. According to Forbes iHeartMedia's CEO Bob Pittman stated, "We're in the consolidation phase. So, the top podcasters get bigger, and it becomes harder and more fragmented for the smaller players to catch up. And I think that's exactly what you've seen as a trend line." He points to Serial, once the industry darling acquired by the New York Times for $25 million, now more of a cautionary tale because it was not worth it. Even Libysn's Rob Walch, who presented evidence at the 2023 Podcast Movement, showed the active podcasts with 10+ episodes on Apple have remained around 400,000 since 2021. Therefore, with all the new podcasts starting since 2021 and old podcasts closing down, the number of active pods with over 10 episodes has remained flat. In addition to the lack of growth, podcast ad tech is becoming invasive, and brands want to put tracking pixels everywhere. Brands also demand cheap CPMs with ridiculously short cancellation clauses, and they have unrealistic conversion expectations because they do not understand how it works and agencies do not educate them. All agencies care about is the bottom line. They don't even understand their brands growth goals because every time we ask, they have no idea. We care for our direct clients because we want our partners to grow, and the specialized attention they receive from us outshines everyone else. If independent podcast networks are going to make it, then they must diversify. Here at TWiT, we cannot rely on podcast advertising anymore, it takes subscriptions, clubs, and fan support to make it all happen, and even then, we wear many hats to make it all work. Subscribe to your favorite podcasts, support their sponsors, join their clubs, or pay for your content. Thanks for listening, and have a great day. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

It's been a year since I started my Host-Read Ads podcast, and soon, I will be bringing my pod to TWiT as I plan to include more about the podcasting industry as a whole and feature relevant guests who can help guide brands through podcast advertising. Today, I am going to talk about our decision to pivot our network from a two ad per advertiser per episode model to a one ad per advertiser per episode model. Here are the three reasons why we are making the change. Since 2020, Dynamic Ad Insertion (or DAI) exploded in the podcasting world. And today, it is the number one way that podcasters sell their content. It has pushed our two-ad model right out the door because no one is using it, and it's becoming harder to explain to brands when they only want one ad. So, starting now, we are conforming to the one ad model not because it's better, it's because we are the last network to pivot away from the two ad model. Moving to the one ad model makes our network more attractive to agencies, and we need more brand business if we are going to remain a network. This move should make it easier for agencies to sell our network as they have been wanting us to pivot for years. Our new model will allow brands, who are used to only appearing once in a podcast episode to thoroughly test our network, especially when they can appear in more episodes, so we anticipate being sold out across all shows. I want to be clear that moving to a one-ad model is not as effective as a two-ad model, BUT the industry has moved to be more like radio and TV by geotargeting DAI ads, etc. In order for TWiT to remain competitive, we have to move to this as well. Especially with every podcast network making steep cuts and laying off staff. We either pivot now and survive or join the other networks in layoffs. Therefore, podcast fans, if you love a podcast, then please subscribe to the show, support its sponsors, pay for your content, or join podcast clubs. With advertisers demanding more ad tech, cheaper CPMs, and shorter cancellation policies, ALL podcasts must diversify revenue streams to survive. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Podcast Networks Should Include Subscriptions Host: Lisa Laporte For full show notes, visit https://twit.tv/shows/host-read-ads/episodes/53

I want to help podcasters and podcast networks navigate through the explosion of podcast ad tech. Ad tech has taken over podcasting, and everyone is touting that they have the holy grail in metrics. The sad thing is that podcast advertising is more than metrics. You need to be reaching the right audience, you must have a compelling CTA/offer, and post-purchase surveys are a must -along with trust and integrity. Ross Adams, CEO at Acast, said, "Podscribe's track record in delivering accurate and insightful attribution solutions - which are certified at the highest level - is exceptional. We also know their approach to customer satisfaction is unmatched in this space. This collaboration reinforces Acast's commitment to offering advertisers the very best impartial tools to succeed in the podcasting space." Podscribe is one of many attribution services that is independent, meaning not owned by a large media company. For example - Spotify owns Spotify Ad Analytics, formerly Podsights, and Podscribe is saying that they have better metrics because they are independently owned. Please do not be fooled by the label "independent" - it is simply a marketing phrase to attract brands to them instead of Spotify Ad Analytics which is now free to use. You have to pay for Podscribe and to promote that Spotify Ad Analytics is inaccurate or untrustworthy because Spotify bought it is wrong. All ad tech is the same, and why pay for it when you can get it for free? They are simply saying "independent" to encourage you to buy something you can get for free elsewhere. Here are three points to remember about why podcast advertising works that have nothing to do with ad tech: With host-read ads, trusted hosts have audiences that want to hear from them. When they deliver the ad read with authenticity, a genuine experience with a product/service that they can give a personal endorsement about - their fans listen closely to the ad read. These hosts can also focus on the features and benefits to properly educate their fans and provide testimonials because ad reads are not cut off at sixty seconds. Purchase power is 50% higher with host-read ads, according to Nielsen, because you cannot establish trust with a producer-read ad or commercial. It takes multiple touchpoints to convert a fan. Brands that advertise elsewhere and include host-read ads see higher conversion rates because customers who trust hosts delivering the message will recall a brand at a higher rate when seeing or hearing it elsewhere. So remember, ad tech is one tool to use in podcast advertising, and take the time to decide who you want to partner with because no one wants multiple pixels in their feeds or possibly turning off their fans because of all the tracking ad tech that every brand wants. Limit it to one or two. And remind brands that free ad tech is as valuable as paid. Just because you are independent doesn't mean you are better. If you are interested in advertising with us because you want the gold standard, then please email advertise@twit.tv, and we will get back to you ASAP. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Today I want to focus on podcast ad copy again, and if you missed part I, I highly recommend listening to it. Today I am going to give brands more ideas to consider when creating ad copy. According to Nielsen, host-read podcast ads drive strong brand recall and outperform voiced ads every time. It's been well documented that podcast audiences are among the most engaged there are, and much of that reflects the hosts. Purchase power is 50% higher with host-read ads. Here are three more tips when considering your brand's ad copy to stand out: Include the features and benefits of your product or service and let the podcast host adlib. Adlib means you are giving the host the freedom to add their own thoughts and tie in the product or service to their life more. Why? Because podcast hosts prefer this style because it allows the host to personalize the message, and the audience appreciates the authenticity of the ad read. Host-read ads allow time to tell a brand's story. In today's fast-paced environment of DAI ads that are 15, 30 or 60 seconds long, we find that taking the time to dive into a brand's history, passion, features & benefits of their product, and delivering this content in a long-form host-read ad, resonates with audiences more and gives them the knowledge to make an educated decision. Brands need to set themselves apart from others in their industry. If you are in a crowded space, why are you better, faster, stronger, etc? Do you have more features? Is it easier to use? Focus on what makes your product/service stand out. And why people should choose you over others. I am going to leave this category open as I plan to continue to add tips on ad copy because it's necessary to teach brands all the tools they need in podcasting. If you are interested in advertising with us because you want the gold standard, then please email advertise@twit.tv, and we will get back to you ASAP. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

I started my podcast a year ago to educate brands on podcast ads and why our host-read ad format, which we have used since its inception, is the best and will always outperform all other podcast ad formats. According to Spotify, the earliest podcast sponsors understood the intimate nature of podcasting, making it an ideal medium for brands to connect with engaged listeners and support their advertising goals. Why? Because at the center of that connection is the podcast host, whose familiar voice listeners trust. As podcast advertising grew - host-read ads became advertisers preferred format. Now, since podcasting has exploded, Spotify leverages voice talent podcast ads (read by actors, producers). AND Spotify admits - host-read ads outperform talent ads because there is more of an emotional connection to the audience, and they trust the host. Here are three reasons why you need to prioritize networks that offer host-read ads over voice talent ads: Every podcast audience poll that I have read about host-read versus voice talent ads is that the audience prefers to hear the ad read by the host & not from someone else. Listeners will pay closer attention to a host-read ad. A host-read ad is more effective in creating an emotional connection with the audience because they trust the host with content, so they will trust the host with an ad read. A longer interstitial host-read ad allows hosts to tell an engaging story about the brand and can include testimonials, features and benefits, and a compelling reason why a listener would want to consider the brand - this drives conversions. Lastly, we understand that a brand may want to scale by implementing a massive awareness campaign, which means brands should be buying voice talent ads too. However, do not lump host-read ads in with them. They are not equal in response, nor are they equal in pricing. Voice talent ads are generally cheaper than host-read ads with a qualified audience. Brands need to understand the difference. Here at TWiT, we help our partners solve their problems and meet their growth goals. Are you ready to grow? Reach out today - Lisa@twit.tv Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Today I want to provide you with another sales tip because I have been in podcast sales (well, I call them partnership sales) for over a decade, and I believe you must continue to expand your skills, practice your craft, and improve upon your knowledge daily. Here are four tips to level up and stay relevant in sales: Listen to podcasts that will elevate your selling skills - One recommendation I can make is "The Advanced Selling Podcast." I started listening to this podcast because it's short-format, Bill and Bryan have been in sales and coaching for years, and I always learn something new, or it reinforces what I am doing. Find podcasts that you can learn from and practice new skills that are relevant to your industry. Sales can be lonely because it's your job to hunt and find new partners, and it's highly competitive. I recommend networking and joining sales groups - they can be online, in person, on social like LinkedIn, etc. Meeting with others in the sales space and learning about their process, what works for them, what doesn't work for them, etc., gives you more knowledge to use. It's also an opportunity to brainstorm with others in sales. Hire a sales coach or get a mentor. High performers in sales need attention to remain at the top. A coach or mentor will challenge you to be relevant and help you expand your skills further. Remember - Sales is not pitching. We are not going for the hard sale. Therefore when you are out there prospecting for new business - listen to them. Sales are about solving problems for others, and if your focus remains on them, you have a better chance of succeeding versus the hard sale. Thanks for listening to my podcast & have a great day. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads

Two months ago I did a podcast about the reasons why brands should work directly with podcast networks and I realized I should do a series on this because there are so many reasons and saving money through buying smarter should be a priority for brands. Therefore, this is now part II and I will do as many as I feel necessary to educate brands in this space. First, let me remind you all that I have been in the podcasting industry since inception. I have worked with several brands, agencies, and consultants. I am open and honest about my experience in this industry. My goal is to provide information for brands to excel in this space by working directly with podcast networks who will take care of them. All agencies do is promise make-goods and free ads because they do not invest the time to understand the best way to buy on individual podcast networks. Especially when they are boutique like ours. They try to lump us in with the DAI networks and it's simply the wrong approach. Here are four more reasons why brands should go direct: Podcast advertising works because podcast audiences trust the hosts. You must build trust as you cannot buy it, nor can brands be expected to receive quality advice from agencies, especially because they do not communicate with podcast networks. Agencies only focus on scale, networks focus on success. Brands can save a lot of money moving away from traditional agencies who take a cut of ad buys. Brands should hire someone in house for podcast advertising. My recommendation is to consider someone that worked at an agency or understands podcasting advertising. Agencies chew through people because it's all about volume, not care/training, and brands should be with partners who care. Plus brands will save money and build a better brand if they invest in bringing ad buying in house. There is zero communication between agencies and networks on how podcast ads are doing for brands. Agencies ignore ALL of our recommendations, they do not communication when campaigns are underway, and the only time we hear from them is when they want to complain that nothing is working. Even after they ignored ad tech, time and frequency. Or the want to renew and still do not listen or ask for suggestions. This has increasing become worse over the last few years and probably why 65% of our business is direct. We care about the brands we sign. Remember the old saying "You Get What you Paid for? or "Garbage in Garbage out?" The same applies with buying podcast ads. When a brand works with an agency that does not communicate with networks and only spits out RFPs like they do with radio ad buys then you are getting what you paid for. What worked for Brand X, may not work for Brand Y. Communication is critical for proper brand growth and it's absent today with agencies. There is a lot more to cover and I want to make the point that brands need to spend time to identify who their target client is and what do they want to say to them before buying podcast ads. Here at TWiT.tv we only improve our communication processes with brands and continue to research and apply best practices. We don't want clients, we want partners. Thanks for listening to podcast & have a great day. Host: Lisa Laporte Download or subscribe to this show at https://twit.tv/shows/host-read-ads