Acast launches talent-voiced ads with voices you know

Independent podcast company Acast has announced the launch of Talent-Voiced Ads.

The new format will allow advertisers to use podcast talents’ recognisable voices across scripted audio ads.

Brands can now pay to have Acast talent voice their scripted ads, run across Acast’s network of more than 140,000 shows.

Talent-Voiced Ads are available programmatically, allowing advertisers to harness Acast’s network at scale and opening up further revenue streams for creators.

The Acast network is home to established personalities in podcasting. These include Toni and Ryan from the Toni and Ryan podcast, Between Two Beers’ Steve and Seamus and So Dramatic’s Megan Pustetto.

A major leap for podcasts

Talent-Voiced Ads have so far been successfully tested with We Mean Well, Equity Mates and Money Money Money with Glen James, for advertisers including Telstra, Samsung, HBF and La Trobe University.

Unlike host-read sponsorships – where the podcaster promotes a sponsor in relation to their own podcast – Talent-Voiced Ads use the trusted voice of the podcaster for the voiceover of a brand’s own ad, to be distributed at scale across Acast’s network.

It offers a number of benefits for both advertisers and creators, including:

• Authenticity: As the success of host-read sponsorships have proved – 4 in 5 people will consider a brand promoted by their favourite host – messages recorded by podcasters in their own voices provide a genuine, engaging and effective experience for listeners.
• Relevance: Acast’s contextual targeting technology ensures that ads are highly relevant to the content and audience of each episode. Combining this with recognisable influencer talent amplifies this effectiveness.
• Monetisation: Creators can earn additional revenue by lending their voices to scripted ads.
• Premium quality: Talent-Voiced Ads offer a premium advertising experience for brands, combining the power of influencer marketing with the precision of programmatic targeting.
• Efficiency: A programmatic execution offers buyers the opportunity to add talent-voiced ads to their buying platform strategies, including the ability to shift spend from under-performing channels.

“Talent-Voiced Ads bring together the best elements of host-read ads – traditionally only available through direct-IO in Australia and New Zealand,” says Henrik Isaksson, Acast ANZ managing director.

“Now, brands and agencies can tap into authentic, trusted voices across the Acast marketplace, all while achieving true scale in podcast advertising.

“A major win for the creator economy, this innovation opens up yet another way for podcasters to monetise their shows,” Isaksson adds.

“Born out of market demand, the project marks a significant step forward for podcasters, agencies and, importantly, listeners too.”