Ad Operations: Key Takeaways from Podcast Movement 2024
Ad Operations: Smooth Operators of Success
Ad Operations (Ad Ops) teams are the foundation of successful advertising campaigns, ensuring everything runs smoothly from start to finish. While the podcast and YouTube ads we see and hear may seem effortless, there's a lot of work behind the scenes managing logistics, audience targeting, technical intricacies, and regulatory compliance. Much like the ice cream sandwiched between cookies (representing brands and hosts), Ad Ops professionals ensure all the pieces of an ad campaign come together to achieve success.
Their job is to make sure ads are served to the right audience at the right time on the right platforms. Ad Ops teams balance relationships between brands, hosts, and audiences while managing both the technical and business sides of ad operations. This coordination is critical to ensuring a smooth campaign. Without their coordination and expertise, podcast campaigns would struggle to achieve success.
Podcast Movement 2024
At Podcast Movement 2024, industry experts gathered to discuss the critical role of ad operations in podcast advertising success during a panel titled "Prior Proper Planning Prevents Poor Performance." For those who couldn’t attend, this blog summarizes the key insights and takeaways shared by panelists with attendees. From the behind-the-scenes work of ad ops teams to strategies for fostering authentic brand-host relationships, the panel offered actionable advice for both podcasters and brands looking to improve their ad campaigns and build long-term partnerships.
Featuring industry professionals Angela Stiveson from ADOPTER Media, Gabrielle Pehanick from Backyard Ventures, Sydney Dennis from Libsyn Ads, Ilana Dunn, creator and host of Seeing Other People, and Jessica Lee from Podcast Nation. Check out the following useful takeaways for podcasters and brands alike!
Key Takeaways:Prior Proper Planning Prevents Poor Performance
Onboarding Calls: A Key to Successful Campaigns
Onboarding calls between podcast hosts and brands are fundamental to building successful ad campaigns. These calls create an opportunity for brands to explain their product or service and for hosts to understand how to naturally integrate the ad into their content. This process fosters authentic relationships and leads to more engaging ad reads, ultimately resulting in higher listener engagement and better chances of sponsorship renewals.
Encouraging Hosts to Prioritize Onboarding
A common challenge in podcasting is getting hosts to prioritize onboarding calls. Hosts, often juggling packed schedules, may view these calls as time-consuming. However, these discussions are invaluable. They give hosts a clearer understanding of the brand’s messaging and help them incorporate personal experiences into their ad reads. This collaboration between hosts and brands leads to more authentic ads that resonate with audiences.
Proactive Collaboration for Long-Term Success
Proactivity and collaboration are essential for podcast ad campaign success. Ad operations teams play a crucial role in anticipating challenges, providing feedback, and monitoring trends to ensure everything stays on track. This proactive approach fosters a collaborative environment that benefits both the brand and the podcaster, ultimately leading to long-term success. Ad ops teams are not just task managers; they are strategic partners who help elevate the overall performance of podcast ad campaigns.
A Podcaster’s Journey
Ilana Dunn, host of the Seeing Other People podcast, shared how joining a podcast network with a dedicated ad operations team transformed her experience. Previously, Dunn managed every aspect of her podcast independently, but the support of an ad operations team allowed her to focus solely on content creation. The result was significant growth in her podcast and a better overall experience. This illustrates the value of leaning on ad ops professionals, allowing podcasters to dedicate their energy where it matters most—on creating great content.
Flexibility: The Secret to Stronger Campaigns
Flexibility plays a key role in the success of podcast ad campaigns. Offering make-goods (additional ad spots) or bonuses when needed can significantly impact campaign performance and build stronger relationships with brands. The ability of ad ops teams to adapt and troubleshoot shows brands that they are valued partners, leading to longer-term sponsorship commitments.
Building Relationships: The Foundation of Sponsorship Success
Strong relationships between podcast hosts and brands are vital to securing long-term sponsorships. Responsiveness, clear communication, and a willingness to go the extra mile can make a big difference, even for smaller podcasts. Building these connections fosters trust and authenticity, which in turn enhances campaign performance and creates ongoing partnerships.
Treat Ad Reads Like Content
For successful campaigns, podcast hosts should treat their ad reads with the same level of dedication and creativity as their regular podcast content. Authentic, well-crafted ad reads resonate more with audiences, leading to better campaign results and a higher likelihood of sponsors renewing their contracts. When hosts invest time and energy into making ads engaging, they not only elevate their credibility but also boost their chances for long-term sponsorship.
When your copy is airtight, the result is an ad read that performs flawlessly – learn more about why good ad copy matters here.
The Evolution of Podcast Advertising
Podcast advertising is continuously evolving. There has been a shift from traditional, short-form ads to longer, host-read spots that emphasize personal experience and authenticity. While host-read ads still dominate, new formats like programmatic ads and branded content segments, or "advertorials," are gaining traction. These long-form, organic ads offer brands an opportunity to connect more deeply with audiences, but they also require podcasters’ time and expertise. Recognizing and valuing this collaboration is key to successful partnerships in this new landscape.
Don’t Be Afraid to Network
Proactive networking can open new doors for podcasters. Ilana Dunn shared how reaching out to networks and brands helped her grow her podcast and secure sponsorships. For podcasters looking to build their business, actively seeking connections and opportunities is essential for long-term success in the industry.
Collaboration is Key to Success
As podcast advertising continues to grow and evolve, collaboration remains crucial. Strong relationships with ad operations teams, open communication with brands, and a flexible approach to campaign management will be the foundation for success. By planning ahead, leveraging the expertise of ad operations professionals, and building authentic connections, both podcasters and brands can achieve sustainable growth in this dynamic industry.
Final Thoughts
At its core, podcast ad operations are about ensuring that campaigns run smoothly and hit their targets. When it comes to podcast advertising, the key takeaway from this panel is simple:
Proper Planning and Proactive Collaboration Prevent Poor Performance
ADOPTER Media
We believe in data-driven results and are dedicated to helping everyone make better decisions and advance their work using a platform trusted by Fortune 500 companies and beloved regional brands alike. Have a question about podcast advertising or YouTube sponosrship? Connect with us and we will be happy to help!
