Podcast Ad Examples & Script Templates

Ever wondered why some podcast ads grab you hook, line and sinker while others leave you cold?

Quite likely, it's all in the script. An engaging, effective podcast ad script is crucial to capture listeners' attention.

There are many different approaches you can take. If you're new to doing podcast marketing and advertising and want to write your own podcast ad, we're here to help.

Let's investigate two of the most popular sorts of audio ads. We'll walk you through genuine podcast ad examples and distill each into a podcast ad script template. Follow our lead to write your script and create a winning podcast ad or sponsor message.

Factual podcast ads

These ads tell you the facts but don't have to be boring.

Factual or information-based podcast ads can include humor, a customer success story, a fun fact or some startling information. These devices are all designed to establish the problem in your mind, establish credibility and highlight why and how the product or service solves that problem.

Storytelling podcast ads

Many of the best television ads are all about the story. Think about your favorites - the ones you've watched a hundred times. Chances are those memorable ads stir your emotions. They resonate because you relate to them.

Radio-style storytelling podcast ads use the same idea. They are digital ads that capture the audience's attention, keep them listening and persuade them to act through their reactions or resonance with the story and the brand.

Features of an effective podcast ad

• Use an attention-grabbing start.
• Elaborate and convince in the middle.
• End with a persuasive message to act.
• Make the ad script sound free-flowing, friendly and natural by including sentences of different lengths and contractions. Include the words your ideal customer might use (get them from reviews or testimonials, if you can.)
• Stick to one main point or message. (It's easy to overwhelm listeners with too much information, even though it's tempting to tell them ALL the great things about your product or service in one ad.)
• Use sound effects or a short musical clip - but not so much that it overwhelms the message.
• Always include a call to action.

We'll break each podcast ad example into sections and bullet points to provide easy-to-follow templates for your ad script. But before you sit down to write, you'll need to do some prep work.

How to prepare for a podcast ad campaign

Identify your target audience

Effective podcast ad campaigns are designed around specific audiences and goals. So, who are you talking to in this podcast episode, and why will your product or service help them?

If you don't already understand your audience, now's the time to put in some serious research.

• Learn your audience demographics - where they live, age range, gender, etc.
• What problems do they have that your product can solve?
• Where are they in the sales funnel? Are they aware of their problems? (Some may be unaware that they even have a problem.)
• What language do they use to talk about their problems and pain points?
• What do they feel is missing in similar products on the market?
• What do they love about your product or service?

You can learn about your target audience by:

• Combing through your sales data
• Asking them to complete surveys
• Analyzing customer testimonials
• Paying attention to complaints
• Having strategic conversations with your most loyal customers and supporters.

Identify your goals

Podcast advertising works best when you understand the purpose behind the ad. So, now that you know WHO you're talking to with podcast advertisement, let's establish WHY you're targeting them.

What's the main point of your ad?

Are you building brand awareness or positioning? Launching a new product? Looking for new leads? Driving sales? You may say, "I want them all." Fair enough! But effective podcast ads focus on just one goal at a time because too much information or choice leads to indecision and confusion. It comes down to this: people won't act on your CTA if they're confused.

Define your message

Understanding the audience and goal helps you write the podcast ad copy (the word-for-word script) and decide on the correct call-to-action. It can also help you determine whether you want to run pre-roll ads, midroll ads, or post-roll ads. (Not sure about pre-roll, post-roll and midroll ads? Learn more about them here.)

To nail the right message, write a simple outline including vital talking points and supporting points.

Next, decide what type of ad works best for your product and podcast. Will you go for storytelling or factual? Host read ads or pre-recorded and provided by you? Then consider the word count or how many seconds the ad will run.

Finally, start work on the perfect podcast ad copy. Don't wait until the last minute to start: writing good podcast ad scripts is time-consuming, even for the experts.

Find the right podcasts

Podcast advertisements work best when their target audience matches that of the podcast.

But with two million plus podcasts around where do you start searching for matching podcasts? Look for them on Rephonic.

We help you refine your search through our podcast database by selecting topic and categories, language spoken, audience demographics and more.

Podcast advertising examples

1 - Factual ad from BetterHelp

Catchy intro:

There are things to be gazelle intense about. Making healthier choices, getting out of debt for sure. But when it comes to giving people what they need from you, it's better to be intentional - not intense.

Pain point:

Because it's easy to get caught up in what people need from you and never give a thought to what you need. So how do you balance the two?

Solution without mentioning the company:

It takes practice. And therapy is a great way to learn new skills like finding balance and setting boundaries that allow you to have enough energy left to help others without leaving yourself behind.

Benefits of the product/service:

So if you're thinking of starting therapy, give BetterHelp a try. It's convenient and completely online to fit your schedule. Just fill out a brief questionnaire to get matched up with a licensed therapist, and you can switch therapists at any time for no charge.

CTA with offer

So find more balance with BetterHelp. Visit betterhelp.com/deloney today to get 10% off your first month. That's betterhelp 'h-e-l-p'.com/deloney.

2 - Factual ad from HelloFresh

Open with an ear-catching fact or statistic:

According to a recent HelloFresh survey, 43% of people said they've ended relationships if their partner was a bad cook.

Benefits of product/service:

But don't sweat it. HelloFresh will help you own the kitchen so you can up your dating game and satisfy your better half. They guide you through every step of making meals your partner will love.

CTA:

Head to hellofresh.com and fool around with easy, fool-proof recipes that will have you both craving more.

3 - Storytelling ad from BetterSleep

Open with a relatable scenario

Layered voices muttering worries - "Did I put the clothes in the dryer?" "Snacks! I forgot the snacks!" I hope they don't think I was serious about that joke." Why won't my brain shut off?" Build to a crescendo with "Just sleep already!"

Bring in the problem

When your racing thoughts keep you up at night, it's tough to let go and get the rest you need.

Give the solution

BetterSleep can help. You might have heard of white noise, or brown noise...but there's a whole rainbow of color noises that can help you calm your mind, reduce stress and sleep better.

What or why

With the BetterSleep app, you can discover more color noises and over two hundred soothing sounds, guided meditations, and bedtime stories. High-quality rest is vital to your mental well-being and physical health. Calm your restless mind, conquer your day, and sleep better at night.

Call to action

Download BetterSleep from the App Store or Google Play to start a 7-day trial today. When you sleep better, you feel better.

4 - Storytelling ad from Indochino

Set the scene

Ah, weddings. The celebration of all the things that make a couple perfect for each other. You know, the couple that laughs at all the same terrible puns. Makes those eggs and bacon smiley face plates on the weekends. Still finds each other attractive after a hot, three-hour hike.

Segue to your product or service

Well, you can find your perfect fit too at Indochino. Even if you're not the one at the altar, they'll help you design the suit of your dreams...

Call to action

Get matched with the suit that's perfect for you. Go to Indochino dot com and use code XXXX for ten percent off any purchase of three ninety-nine or more.

Podcast ad script templates

It's impossible to provide a 'fill-in-the-blanks' ad script template as every product and service is different. Instead, here are some different ways that you can structure your ad based on the examples above.

Factual 1

1. Catchy intro
2. Pain point
3. Benefits of product/service
4. Call to action with offer

Factual 2

1. Funny or startling fact
2. Benefits of product/service
3. Call to action

Storytelling 1

1. Relatable scenario (possibly include sound effect)
2. Introduce the problem
3. Reveal your solution
4. Elaborate
5. Call to action with offer or promo code

Storytelling 2

1. Set the scene
2. Naturally segue to your product or service
3. Explain what you offer and how it suits the problem or scenario
4. Call to action with offer or promo code

Final thoughts

Writing a good podcast ad script takes time and thought.

The crucial steps are:

1. Know your target audience and goals.
2. Define your message and the type of podcast ad you need.
3. Use Rephonic to find and reach out to the podcasts whose audiences match yours.
4. Align your ad copy with the podcast and its audience.
5. Write the script.
6. Record the podcast ad and deliver it to the podcast host or producer.

Find your perfect podcast advertising matches on Rephonic. Get started with a free trial today.