Acast have launched of Talent-Voiced Ads available programmatically, allowing advertisers to utilise podcast talents’ recognisable voices across scripted audio ads and opening up further revenue streams for creators. The Acast network is a home to Toni and Ryan, Hello Sport’s Tom and Eddy, Maggie Dent, Kat and Latisha Clark, Meshel Laurie and So Dramatic’s Megan Pustetto. Talent-Voiced Ads have been tested so far on podcasts including We Mean Well, Equity Mates and Money Money Money with Glen James, for advertisers including Telstra, Samsung, HBF and La Trobe University.
Unlike host-read sponsorships where the podcaster promotes a sponsor in relation to their own podcast, Talent-Voiced Ads can be distributed at scale across Acast’s network with benefits including:
• Authenticity: As the success of host-read sponsorships have proved – 4 in 5 people will consider a brand promoted by their favourite host – messages recorded by podcasters in their own voices provide a genuine, engaging and effective experience for listeners.
• Relevance: Acast’s contextual targeting technology ensures that ads are highly relevant to the content and audience of each episode. Combining this with recognisable influencer talent amplifies this effectiveness.
• Monetisation: Creators can earn additional revenue by lending their voices to scripted ads.
• Premium Quality: Talent-Voiced Ads offer a premium advertising experience for brands, combining the power of influencer marketing with the precision of programmatic targeting.
• Efficiency: A programmatic execution offers buyers the opportunity to add talent-voiced ads to their buying platform strategies, including the ability to shift spend from under-performing channels.
Henrik Isaksson, Managing Director for Acast ANZ, says:
“Talent-Voiced Ads bring together the best elements of host-read ads – traditionally only available through direct-IO in Australia and New Zealand. Now, brands and agencies can tap into authentic, trusted voices across the Acast marketplace, all while achieving true scale in podcast advertising. A major win for the creator economy, this innovation opens up yet another way for podcasters to monetise their shows. Born out of market demand, the project marks a significant step forward for podcasters, agencies and, importantly, listeners too.”
Acast recently signed a global partnership with the New York Times‘ The Athletic to monetise The Athletic’s shows and half a million monthly podcast downloads across its audio and video offerings in Australia from June 1.