I am an avid listener to podcasts. They are wonderful company when I’m out walking and trying to make my 10,000 step goal for the day. Whether it is about politics, marketing or mindfulness, podcasts are a great way to listen, learn and laugh.

An interesting observation I realized this week is that in several of the podcasts I listen to, I look forward to hearing the commercials. I don’t like advertising in general like most consumers. It is an interruption.

But on podcasts, ads are typically read by the host. And in one specific case, they are taking on a new and unexpected form.

Friend of the Podcast Advertising

One of my favorite political podcasts comes from Crooked Media, a newly formed media company from some progressive, former Obama speechwriters and staff, Jon Favreau, Jon Lovett, Dan Pfeiffer and Tommy Vietor. The podcast is called, POD SAVE AMERICA and is a candid look at the current political state. They call it a place to talk about politics like real human beings.

I enjoy their analysis but it is the ads that surprised me.

Each advertiser gives them a script for their 30-second spot and two of them riff. It is funny, improvisational in nature and not all that serious. Sometimes they make fun of the sponsor or take the message in an odd direction. But I am listening and it feels very authentic. The image of the advertisers is enhanced, in my view, not harmed.

What’s Going On?

We are so used to canned, slick advertising that to hear ads in a more casual and light-hearted way, allows the message to come through in an entertaining fashion. Favreau and Lovett are funny guys but it isn’t the only podcast who has ads that I enjoy.

My friend Mark Schaefer and his buddy Tom Webster have a great podcast called The Marketing Companion. They too have an informal and entertaining approach to reading their sponsor’s message. It doesn’t feel like an interruption, but a natural part of the show.

Lessons for Advertisers

Interruptive marketing is history, but when advertising feels like it is part of the flow, I’m listening. I wonder if this idea could work in other mediums. Public radio and TV have often used this approach for their sponsored content messages, but usually, it isn’t the host reading the spot.

If you have a product that serves the same audience as a podcast, you might want to consider how this form of advertising might effective raise awareness for your brand and drive potential customers to ask for more information.

Advertising has to entertain and not feel like an interruption, to gain eyes or ears. Can you make your marketing more conversational, light-hearted and human?

Thinking about advertising to reach your audience? Need help with planning or media buying? Let’s talk. I can help. Text me at 919 720 0995 or email me at jeffreylynnslater@gmail.com

This blog brought to you by Reinette’s Children’s Clothing Store in Springfield, New Jersey although I think they went out of business in 1970. (That’s me and my Dad, he was my little league coach).

Photo credit: Pod Save America/Crooked Media/and George Washington