The Important distinction between ‘Host-Read’ and ‘Host-Endorsed’ Ads

The Important distinction between ‘Host-Read’ and ‘Host-Endorsed’ Ads

Most advertisers or any podcast listener will now know what a host-read ad is. However too often I hear ads that are exactly that, simply read.

You can quickly tell when a marketer has handed over a script that has been read out by the host, even more so when you listen to a podcast every week and what they are advertising doesn’t quite seem to add up.

There is no distinction or price difference when you go to buy this type of ad, but you can always push for a noticeable difference in the final outcome if the ad is endorsed rather than simply read out.

So in this article I’ll highlight the importance of spending the time to craft the message and ensure it lines up with the host, driving far more impact and value to the media buy.

Host-Read Ads

I’ve used some examples you can play below from my favourite podcast, The Rest Is History.

Yes I love history, but the way Tom Holland and Dominic Sandbrook bring these stories to life, their chemistry and the humour they inject, is what makes it one of the most popular podcasts on the planet. It also means that I am more inclined to hear them out when they have an ad to read out. That is, if it’s believable and done well.

Now listen to the examples below.

Despite their best efforts to enthusiastically read both ads they simply don’t make sense in this environment to me. UK Export Finance is so scripted and boring I’d be surprised if anyone was able to stay awake long enough to skip through it and whatever else was next in that ad slot.

I’ve also listened to the show enough times to know that Tom Holland isn’t going to be so stressed about what drinks to serve at his Xmas party he can’t speak to his guests. Whilst they clearly try to inject some personality into the ad, to me it sounds borderline patronising.

Why would these brands pay such a premium for reaching this podcast’s audience with an unauthentic host-read, when they could have just as easily created a brilliant 30 second ad and distribute it across a large number of podcasts. They could reach exactly the same kind of audience and the same media spend would reach far more of them.

Host-Endorsed Ads

However, there are occasions when it is more than worth paying the premium. When the hosts perfectly align with the brand/offer and it also aligns with the content, this is when podcast advertising is most effective and drives the most value. I’ve used TRIH again so you can see the comparison between their genuine host-read ads, and also the Huberman Lab, who ‘only work[s] with brands whose products [they] personally use and love’.

I don’t think the Chalk History Festival ad even needs explaining, but this is what all brands should be striving for, finding a host or hosts that are genuinely passionate and engaging with the brand or product and something they can authentically endorse.

With Huberman, the ad is read in the same style as the rest of the podcast, an in-depth analysis on different elements of your health, scientifically explained. Usually I would think these ads are far too long and especially to have three in a row, I’d be worried about the third and possibly second being skipped.

But the podcast is 3 hours long, and people spend that amount of time listening to Huberman frequently, so I’m sure many of that same audience genuinely listen to hear what recommendations he has on the different products that can improve your mental or physical wellbeing, as someone they trust 100%.

Recommendations for buying host-read ads

Hopefully this has demonstrated how small nuances, finding the right host to match the brand, then working with them on a script that sounds authentic, can have a massive impact on your media spend.

If you’re going to buy this type of ad, make sure you’ve listened to the content, you know exactly who the host is and that you spend the time working on the script so you get the right balance of host endorsement and brand messaging.

There’s nothing worse than spending all that money on media to have it wasted by a poor creative or lazy placement.