Dear Media and Amanda Hirsch Advocate for More Authentic Podcast Advertising
· 5h ago · Originally reported by Adweek
Amanda Hirsch and Dear Media are encouraging brands to move away from scripted podcast ads, suggesting that more natural, unscripted messages resonate better with listeners. Hirsch believes that ads which blend seamlessly into podcast content are more effective.
Why it matters
This approach could influence how brands and agencies create podcast ad campaigns, potentially improving listener engagement and ad performance in the growing audio advertising sector.
Explain it like I’m new here
It's like when your friend tells you about a cool new snack instead of reading a boring commercial—you're more likely to listen.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Podcast advertising
Podcast advertising is paid messages placed in podcast episodes, either read by the host or produced separately, sold per thousand downloads and increasingly inserted dynamically or programmatically.
Go deeper
Related stories
Brands Reframe Creator Marketing as a Core Capability at Advertising Week NY
At Advertising Week NY, Tara Walpert Levy emphasized that brands are starting to view creator marketing as a fundamental capability rather than just another advertising channel. She noted that this shift mirrors how digital advertising was…
Stagwell Rebrands Assembly as Stagwell Media, Integrates Stagwell Machine OS
Stagwell has discontinued its Assembly agency and launched Stagwell Media, centering the new agency around its proprietary Stagwell Machine operating system. This move reflects a strategic shift to unify media operations and leverage…
Horizon Media and Havas Joint Venture Faces Early Headwinds
Horizon Global, an international joint venture created by Horizon Media and Havas, is reportedly facing difficulties building momentum. At the same time, food and beverage advertisers are facing scrutiny for prioritizing social media…
Omnicom Media studies why consumers skip ads, recommends fixes for clients
Omnicom Media Group conducted research into the reasons and methods consumers use to avoid advertising. Based on the findings, the agency laid out four strategies to help its clients make their messaging more engaging and less skippable.
S4 Capital’s Monks Deploys AI Agents That Operate Autonomously for Days
S4 Capital’s digital agency Monks is running AI agents that can work unsupervised for multiple days at a time. The agency now budgets for AI token costs and human talent out of the same pool, signaling a structural shift in how agency…
Digiday Podcast Uses Sports and Pop Culture Analogies to Assess Ad Agency Landscape
Digiday editors discussed the current state of major advertising agencies on the Digiday Podcast, using sports analogies and pop culture references including The Golden Girls to frame their analysis.