SECTION 7
Campaign Considerations
When planning a digital audio campaign, it's essential to consider the creation, cost, and targeting options of inventory types. Key campaign considerations include:
- Cost per thousand (CPM): Streaming audio and podcasts offer low to moderate CPMs, while host-read podcasts are more premium.
- Lead time: Streaming audio and podcast RONs require shorter lead times (1–3 weeks), while the most popular host-read podcasts sell out months in advance. To secure spots on preferred podcasts, start discussions as early as possible.
- Creative assets: Networks can produce assets for all inventory types, reducing the creative lift. For host-read podcasts, the vendor will always produce the asset since it requires the host to record the ad in their own voice.
- Targeting: Host-read podcasts have limited targeting options, where the ‘targeting’ is typically just defined by which show(s) you pick, while streaming audio and podcast RONs offer very robust targeting capabilities.
- Category exclusivity: This only applies to podcasts, and it prevents competitive products from being advertised at the same time by the same show. It’s recommended to negotiate a category exclusivity clause for all host reads where possible, so that the authenticity of the ‘endorsement’ remains intact. For podcast RONs, it’s recommended to have episodic separation where possible so competitors don’t run ads in the same episode.
- Cancellation windows: Podcasts have longer cancellation windows (2 weeks to 1 month) relative to streaming audio and video. In the podcast space, spend reductions are considered cancellations and subject to the same cancellation timelines.
- Host approval: Before booking host read media, the podcast host has to approve working with the brand, which includes making sure they aren’t already working with a competitor, and getting them to personally agree to using their voice for the campaign. During this process we also clarify whether they will give a personal endorsement and actually use the product/service, which is the most personal and impactful element of a host read.