Podcasting is one of the oldest professions in new media, but not outdated. Shows like This American Life and Serial sparked the beginning of the new podcasting renaissance. Since the influx of new podcasts, companies started sponsoring some of them.
The thing I liked about the podcast ads was it’s calm tone and emphasis on what the product was about. Squarespace, MailChimp, and Blue Apron are among the best ads that I’ve ever heard. Gimlet often applies a documentary style in the ads their create.
However, that is about to change.
HowStuffWorks, an education media company, has partnered with AdsWizz, an ad-serving company, to created a system that will insert audio ads on the fly into over 6,000 podcast episodes. Up until now, HowStuffWorks would hard code their episodes with ads on a “pay-per-show” basis. They believe that this will make it easier, but I do have some doubts.
The reason I loved listening to podcasts was because of how warm and calm the hosts were. If you listen to an audio ad from Spotify or Pandora, they either go off the walls with jabbing words such as “buy now”, “stream now”, “click on this link for 1o percent off your next order”.
It sometimes fell really invasive.
When I hear Roman Mars talk about cooking, I think about Blue Apron. When I hear about Casper Mattress, I think about Rooster Teeth’s podcasts.
These ads connects with me personally because the host put the time and effort in creating them. They instill a personal flavor to their advertisements and while not hammering products down your throat. The ads feel more human than any average commercial.
I understand what HowStuffWorks is trying to do. It’s a business after all. I just hope that they don’t forsake personal connections with buzzing radio commercials.
If you want to get a better glimpse at what I’m stating, check this video out.
Until we meet again my friends. Peace.