How to brief a podcast host for an ad read
How do I brief a podcast host for an ad read? Give them three talking points, one call to action and a short list of lines they must say or must avoid. Don't hand over a word-for-word script, because the host's own voice is the reason a host read works.
That's the short version. The rest covers what goes into each piece, and where briefs usually go wrong.
What a host-read brief should include
A good brief fits on one page and answers four questions for the host:
- What's the one thing listeners should remember? Pick a single takeaway in plain words. Acast's booking guidance asks for three key points, and the discipline is the same: if you can't rank them, the host can't either.
- Why would this host care? Give them the product, not just the pitch. A sample, a demo or a free trial lets them speak from experience. SiriusXM Media's creative team suggests a flow of intro, overview, personal experience and call to action, and the personal experience is the part a brief can make possible but can't write.
- What must be said? Mandatory mentions, legal lines and any figure that has to be read exactly. Mark them clearly and keep the list short.
- What should the listener do next? One call to action, with a URL or code that's easy to say out loud.
Talking points or a script?
In Acast's ad platform you can do either. You can send talking points and let the host write the script in their own voice, then review and approve it. Or you can supply a script as part of the brief.
Start with talking points. A supplied script tends to sound like an ad, and listeners hear the difference. If you need legal sign-off on exact wording, supply the script and accept the trade-off. Either way, keep it short: the final script in Acast's ad platform can run to a maximum of 150 words, so it fits the sponsorship slot.
What goes on the do-not list
The do-not list protects you and the host. Include competitor mentions you want avoided, claims you can't substantiate, and anything your legal team has ruled out. If you sell health or wellness products, make sure every product claim is accurate and meets the rules that apply to you. Gumball's guide for advertisers makes the same point and recommends marking any line that has to be read verbatim.
Keep the list short. A brief with 20 prohibitions produces a stiff read and an unhappy host.
Make the call to action easy to say
Listeners can't click. They remember a short URL or a code, or they forget it. Pick one, make it speakable, and ask the host to say it more than once. Gumball recommends at least twice.
Spell out your brand name and any awkward product names phonetically in the brief. It's a small step that avoids a re-record later. For more on call-to-action wording, see our guide to writing a podcast ad script that converts.
How briefing works in Acast's ad platform
Once a podcast is confirmed for your sponsorship campaign, you manage production on one page. The steps are brief, script (optional), media asset, then production complete.
- Download the Acast brief template and fill in your talking points, key messages and call to action. A completed example is available to check against.
- Submit the brief. The podcast writes a script in their own voice and you get an email when it's ready. If you supplied a script, this step is skipped.
- Review the script. You can approve it, approve it with notes, or reject it and request a revision. You can request several script revisions.
- Review the recording. Approve it or request a revision. Approval is final.
-
What to know before you commit
Host reads have limits, and it's better to know them upfront.
- Podcasters approve every advertiser. A detailed proposal improves your chances, and a vague one doesn't help.
- You get one revision of the recording. Re-records are for significant issues only: a wrong or missing call to action, a missed key point from your brief, a mispronounced name or poor audio. Changes to creative direction or tone don't qualify.
- Late edits can cost money. Requests for wording that wasn't in your original brief may carry an additional fee, up to 500 in your local currency per read, and may cause delays.
- It takes time. Booking a host-read sponsorship generally takes four to six weeks from proposal to launch, including one to two weeks for script development and recording.
All of this is an argument for getting the brief right the first time. Host-read sponsorships start at a $25 CPM, and our podcast advertising cost guide explains what drives the price up from there. To decide whether a host read is the right format at all, read host-read sponsorships vs. Targeted Ads. For the wider picture, start with the ultimate guide to podcast advertising.
Frequently asked questions
How do I brief a podcast host for an ad read?
Give the host three talking points, one call to action and a short list of must-say and never-say lines. Keep it to one page and let the host write the read in their own voice. On Acast's ad platform you submit the brief from a template, then review and approve the script the podcast writes.
What should a host-read ad brief include?
It should include your single main takeaway, two supporting points, any mandatory or legal mentions, one call to action with a speakable URL or code, and a do-not list. Add a product sample or demo so the host can speak from experience.
Should I give a podcast host a script?
Usually not. Talking points give you a more natural read, while a supplied script sounds more like an ad. Supply a script only if you need exact wording for legal or compliance reasons. On Acast's ad platform you can do either.
How long should a host-read ad be?
Host-read sponsorships typically run from 60 seconds to a couple of minutes. On Acast's ad platform the final script has a maximum of 150 words so it fits the sponsorship slot.
How many revisions can I request on a host read?
On Acast's ad platform you can request several script revisions but only one revision of the recorded audio. Re-records are for significant issues such as a wrong call to action, a missed key point, a mispronounced name or poor audio. Changes outside the original brief may carry a fee.
How long does it take to produce a host-read ad?
Booking a host-read sponsorship with Acast generally takes four to six weeks from proposal to launch. Script development and recording usually take one to two weeks of that, and podcaster review and approval another one to two.
Ready to book? You can set up a campaign on Acast's ad platform, or talk to our team at sales@acast.com.
How do I brief a podcast host for an ad read? Give them three talking points, one call to action and a short list of lines they must say or must avoid. Don't hand over a word-for-word script, because the host's own voice is the reason a host read works.
That's the short version. The rest covers what goes into each piece, and where briefs usually go wrong.
What a host-read brief should include
A good brief fits on one page and answers four questions for the host:
- What's the one thing listeners should remember? Pick a single takeaway in plain words. Acast's booking guidance asks for three key points, and the discipline is the same: if you can't rank them, the host can't either.
- Why would this host care? Give them the product, not just the pitch. A sample, a demo or a free trial lets them speak from experience. SiriusXM Media's creative team suggests a flow of intro, overview, personal experience and call to action, and the personal experience is the part a brief can make possible but can't write.
- What must be said? Mandatory mentions, legal lines and any figure that has to be read exactly. Mark them clearly and keep the list short.
- What should the listener do next? One call to action, with a URL or code that's easy to say out loud.
Talking points or a script?
In Acast's ad platform you can do either. You can send talking points and let the host write the script in their own voice, then review and approve it. Or you can supply a script as part of the brief.
Start with talking points. A supplied script tends to sound like an ad, and listeners hear the difference. If you need legal sign-off on exact wording, supply the script and accept the trade-off. Either way, keep it short: the final script in Acast's ad platform can run to a maximum of 150 words, so it fits the sponsorship slot.
What goes on the do-not list
The do-not list protects you and the host. Include competitor mentions you want avoided, claims you can't substantiate, and anything your legal team has ruled out. If you sell health or wellness products, make sure every product claim is accurate and meets the rules that apply to you. Gumball's guide for advertisers makes the same point and recommends marking any line that has to be read verbatim.
Keep the list short. A brief with 20 prohibitions produces a stiff read and an unhappy host.
Make the call to action easy to say
Listeners can't click. They remember a short URL or a code, or they forget it. Pick one, make it speakable, and ask the host to say it more than once. Gumball recommends at least twice.
Spell out your brand name and any awkward product names phonetically in the brief. It's a small step that avoids a re-record later. For more on call-to-action wording, see our guide to writing a podcast ad script that converts.
How briefing works in Acast's ad platform
Once a podcast is confirmed for your sponsorship campaign, you manage production on one page. The steps are brief, script (optional), media asset, then production complete.
- Download the Acast brief template and fill in your talking points, key messages and call to action. A completed example is available to check against.
- Submit the brief. The podcast writes a script in their own voice and you get an email when it's ready. If you supplied a script, this step is skipped.
- Review the script. You can approve it, approve it with notes, or reject it and request a revision. You can request several script revisions.
- Review the recording. Approve it or request a revision. Approval is final.
-
What to know before you commit
Host reads have limits, and it's better to know them upfront.
- Podcasters approve every advertiser. A detailed proposal improves your chances, and a vague one doesn't help.
- You get one revision of the recording. Re-records are for significant issues only: a wrong or missing call to action, a missed key point from your brief, a mispronounced name or poor audio. Changes to creative direction or tone don't qualify.
- Late edits can cost money. Requests for wording that wasn't in your original brief may carry an additional fee, up to 500 in your local currency per read, and may cause delays.
- It takes time. Booking a host-read sponsorship generally takes four to six weeks from proposal to launch, including one to two weeks for script development and recording.
All of this is an argument for getting the brief right the first time. Host-read sponsorships start at a $25 CPM, and our podcast advertising cost guide explains what drives the price up from there. To decide whether a host read is the right format at all, read host-read sponsorships vs. Targeted Ads. For the wider picture, start with the ultimate guide to podcast advertising.
Frequently asked questions
How do I brief a podcast host for an ad read?
Give the host three talking points, one call to action and a short list of must-say and never-say lines. Keep it to one page and let the host write the read in their own voice. On Acast's ad platform you submit the brief from a template, then review and approve the script the podcast writes.
What should a host-read ad brief include?
It should include your single main takeaway, two supporting points, any mandatory or legal mentions, one call to action with a speakable URL or code, and a do-not list. Add a product sample or demo so the host can speak from experience.
Should I give a podcast host a script?
Usually not. Talking points give you a more natural read, while a supplied script sounds more like an ad. Supply a script only if you need exact wording for legal or compliance reasons. On Acast's ad platform you can do either.
How long should a host-read ad be?
Host-read sponsorships typically run from 60 seconds to a couple of minutes. On Acast's ad platform the final script has a maximum of 150 words so it fits the sponsorship slot.
How many revisions can I request on a host read?
On Acast's ad platform you can request several script revisions but only one revision of the recorded audio. Re-records are for significant issues such as a wrong call to action, a missed key point, a mispronounced name or poor audio. Changes outside the original brief may carry a fee.
How long does it take to produce a host-read ad?
Booking a host-read sponsorship with Acast generally takes four to six weeks from proposal to launch. Script development and recording usually take one to two weeks of that, and podcaster review and approval another one to two.
Ready to book? You can set up a campaign on Acast's ad platform, or talk to our team at sales@acast.com.
