Introducing Talent-Voiced Ads

Acast - the world’s largest independent podcast company - today announces the launch of Talent-Voiced Ads. The new format will allow advertisers to leverage podcast talents’ recognizable 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 is 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 the most established personalities in podcasting, including Hannah Berner and Paige DeSorbo, Adam Buxton, Katherine Ryan, ShxtsnGigs, and Toni and Ryan. 

Talent-Voiced Ads have been successfully tested so far with Acast talent including Couples Therapy,  We Mean Well and Equity Mates, for advertisers including Telstra and Officeworks.

“When Acast brought us the opportunity to be a test partner for Talent-Voiced Ads, we saw the potential to connect with podcast listeners in a new, engaging way, leveraging the trusted voices of Acast's talent to deliver our message at scale” says Reynard Gatien Dikel at Ovative Group, test partner for the format. "The early results are very promising.  We're pleased to be at the forefront of this new programmatic offering, which further solidifies our commitment to reaching our audience through impactful audio experiences."

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 favorite 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 recognizable influencer talent amplifies this effectiveness.
• Monetization: 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 combine the best of Acast and podcasting: authentic influencer voices with precision targeting at scale," said Greg Glenday, Chief Business Officer at Acast. "It helps challenge the myth that programmatic always equals low CPMs and poor-quality ads. And in an age of AI, we're offering creators a way to protect and monetize their recognizable voices themselves, taking an even bigger slice of the creator economy pie. It's a win-win for podcasters, advertisers, and listeners.”

Talent-Voiced Ads are now available to Acast's network of advertisers. For more information, please contact sales@acast.com.