A new service that will allow advertisers to use podcast
talents in scripted audio ads and place them programmatically has been announced by Acast.
The new offering, Talent-Voiced Ads, helps brands use the podcaster’s trusted voice
for a voiceover that can run at scale across Acast’s network of more than 140,000 shows, the company says. The personalities include Hannah Berner and Paige DeSorbo, Adam Buxton, Katherine Ryan,
ShxtsnGigs, and Toni and Ryan.
Talent-Voice ads have been tested by such advertisers as Telstra and Officeworks with Acast podcasts "Couples Therapy," "We Mean Well" and "Equity
Mates."
“When Acast brought us the opportunity to be a test partner for Talent-Voiced Ads, we saw the potential to connect with podcast listeners in a new,
engaging way, leveraging the trusted voices of Acast's talent to deliver our message at scale,” says Reynard Gatien Dikel, senior video & programmatic media analyst and a test partner at
Ovative Group. "The early results are very promising. We're pleased to be at the forefront of this new programmatic offering, which further solidifies our commitment to reaching our audience
through impactful audio experiences."
advertisement
advertisement
Acast claims that Talent-Voiced ads provides these benefits:
- Authenticity – with podcasters
providing an engaging experience for listeners with their own voices
- Relevance – driven by Acast's contextual targeting technology
- Monetization – creators can earn revenue by lending their voices to scripted ads
- Premium quality – by combining influencer marketing and
programmatic targeting
- Efficiency – buyers can add talent-voiced ads and shift their spend from under-performing channels
Talent-Voiced ads “helps challenge the myth that programmatic always equals low CPMs and poor-quality ads.,” says Greg Glenday, chief business officer at Acast. “And in an age of
AI, we're offering creators a way to protect and monetize their recognizable voices themselves, taking an even bigger slice of the creator economy pie.”