As podcasts continue to grow in popularity -- we're talking 116 million active listeners nationwide -- the question of how best to reach that audience with advertising is more important than ever. Host-read ads, where a podcast host reads the ad (usually not verbatim) during the episode, have long been the pinnacle of podcast advertising. But not every host wants to do reads themselves, and for smaller podcasts with “long-tail” audiences, announcer reads on Pandora or Stitcher can open a path to monetization. How effective are those announcer reads? Very, according to SXM Media's latest research. In fact, 15-second announcer reads were just as effective for brand recall when compared to Stitcher's benchmark, which was developed over years of podcast and effectiveness research.
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