Podcast company Acast has launched Talent-Voiced Ads, a new format allowing advertisers to leverage podcast personalities’ recognizable voices in scripted audio advertisements across its network of more than 140,000 shows.

Unlike traditional host-read sponsorships, where podcasters promote products within their own shows, Talent-Voiced Ads utilize podcasters’ voices for brand advertisements distributed programmatically across Acast’s entire network.

The launch builds on Acast’s research demonstrating the effectiveness of podcast advertising. A global study released late last year found that more than half of daily podcast listeners worldwide have made purchases after hearing podcast advertisements. 

Additional research with OMD revealed that podcast advertising is 34% more cost-effective than average media in driving brand awareness and delivers 4.9 times the return on investment.

Benefits for Advertisers and Creators

“Talent-Voiced Ads combine the best of Acast and podcasting: authentic influencer voices with precision targeting at scale,” Greg Glenday, Chief Business Officer at Acast, said in a press release. “It helps challenge the myth that programmatic always equals low CPMs and poor-quality ads.”

The format offers authenticity through trusted voices, relevance via contextual targeting technology, monetization opportunities for creators, premium advertising experiences for brands, and efficient programmatic execution.

According to Acast’s Podcast Pulse 2024 report, niche podcasts with smaller audiences generate 35% higher median visit rates and 14% higher median purchase rates than larger shows.

Reynard Gatien Dikel at Ovative Group, a test partner for the format, reported early results: “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.”

Talent-Voiced Ads have been tested with Acast talent including Couples Therapy, We Mean Well, and Equity Mates, for advertisers including Telstra and Officeworks, and are now available to Acast’s network of advertisers.