Excerpt: Among podcast listeners, a majority—67 percent—prefer host-read ads, which typically air once before a show starts and again after it ends, presenting a significant challenge when it comes to creating enough ad inventory at scale, according to the IAB.
“Consumers aren’t as annoyed by the advertising experience if it’s read by the host and if it’s in the tone of the show,” says Dan Richardson, director of Invention+ at Mindshare, the agency’s innovation unit. “But it does bring up questions: How do you scale it and how do you target consumers without ruining what people like about the podcast ad experience?”
To learn more, read the full piece in Ad Age.
