Why (Some) Podcast Ads & YouTube Endorsements Fail
Podcast advertising and YouTube endorsements are powerful for brands who properly utilize them to reach and connect with engaged audiences, improving awareness and ROI. So if they’re so awesome, why do some tests fail?
Here are a few things to avoid–and how you can prevent them to ensure your campaigns succeed.
Poor Tracking and Unclear Offers
Angela Stiveson, Director of Ad Ops, ADOPTER Media: ”A buyer/seller can negotiate the BEST deal, the ad copy can be amazing, and the host can do the most engaged ad read. But even if a thousand audience members run to the website to purchase the product, if you didn’t properly set up a promo code, vanity url, and/or pixel tracking then you can’t track how well it did.
And even if you did all of that, is your incentive offer (in the call to action) the best one you have running? Podcast and YouTube audiences are smart and will often search for the best deal available. If there’s something out there in the wild–or a pop-up on your website–with a competing offer, they’re going to use that instead of your campaign’s promo code. Don’t compete with yourself and muddy the waters!
Without valid data and proper tracking, the REAL success of the ad is unknown and totally moot. No one will renew on a poorly performing ad.”
Tip: Figure out how you’re going to track the campaign, make sure your incentive offer is the best available (or matches the best available), and ensure your ad ops team is meticulous in planning, executing, and tracking campaigns to maximize their success.
Lack of Enthusiasm in Ad Reads
Tiffany Rubenstein, Chief Operating Officer, ADOPTER Media: “If a host takes advertising, then they need to commit to the ad. Ad reads that are unenthusiastic, rushed, or sound like a chore never resonate with audiences and won't lead to renewals. If you want the ad dollars, you should be willing to try the product and fully endorse the product for your audience. Anything less is a waste of time for the brand and for the listener.”
This highlights a critical issue: Unenthusiastic ad reads. When podcast hosts rush through ads like they’re a chore, listeners can sense the lack of genuine interest. This results in ads that fail to engage the audience, leading to poor performance.
Tip: Hosts should take the time to understand the product they’re promoting and deliver the ad with authenticity and enthusiasm. A sincere endorsement can go a long way in building trust with the audience.
No Personal Endorsement
Shane Estrada, Director of Media, ADOPTER Media: “There are several reasons why a podcast ad fails but, in my opinion, the number one reason is a bad or lack of personal endorsement.”
This underscores the power of personal endorsement in podcast ads. A host's genuine recommendation carries significant weight and can greatly influence the audience’s response to the ad.
Tip: Encourage hosts to personally use and endorse the products they advertise. This authenticity can create a stronger connection with the audience, increasing the likelihood of conversions.
Misalignment Between Audience and Product
Elsie Bernaiche, Vice President of Partnerships, ADOPTER Media: “Focusing too much on content fit without considering audience relevance. Just because a podcast covers a related topic doesn’t mean the audience will be interested in the advertised product. Sure, your product is a lifestyle brand, but that doesn’t mean podcasts about hiking or self-improvement are going to convert. However, your product IS relevant to the 33-year-old commuting to work while listening to Ben Shapiro! So even if your product has no function in the world of news/politics, run your ad wherever your audience is listening.”
Tip: Advertisers should prioritize audience relevance over content fit. Even if a podcast’s content doesn’t directly align with the product, if the audience demographics match, the ad is more likely to convert.
Too Much Alignment with Audience and Product
Glenn Rubenstein, CEO, ADOPTER Media: “If you’re advertising a keto-friendly product on a keto-focused podcast, the audience is likely already familiar with you or similar products, and your ad is competing with the editorial content of the episode. It can possibly create a ripple, but it’s unlikely to generate a wave of business.”
Tip: Look for adjacent audiences with similar demographics to convert new and curious customers, rather than “preaching to the choir.”
Similarly, a channel and product can have too much audience alignment with a product or service.
Overloading Episodes with Ads
Another issue raised by Elsie is the saturation of ads within a single episode. Bombarding listeners with too many ads can irritate them and diminish the effectiveness of each ad.
“News flash, your ad being inserted 4x in a 43 min episode alongside 9 other advertisers for a total of 19 ads isn’t worth the $8 CPM, it just peeved the audience off and turned away a potential customer.” Elsie Bernaiche
Tip: Ensure your ad placement strategy doesn’t overwhelm the listener. Spacing out ads and limiting the number in each episode can help maintain listener engagement and improve ad performance.
Bad Tech
Adam McNeil, SVP of Client Services, ADOPTER Media: "Over $500,000 in Make Goods were provided in 2023 to ADOPTER Media clients due to technological failures.
Even when the read is great, the audience is perfect, and the rate makes sense, tech can still fail. It’s important to understand how your ads are being served.”
Tip: Pay careful attention to which ad servers your ads are running through and make physical and mental notes of performance differences when podcasts move hosting platforms–follow the DR trail and you’ll soon see the underlying faults in the tech floor of our industry.
Final Thoughts
Podcast ads can fail for various reasons, from lack of enthusiasm in ad reads to poor ad operations. Understanding some of the most common reasons your ad is not performing can help improve the effectiveness of your ad campaign and that an engaged audience can hear you loud and clear.
ADOPTER Media
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