In this episode, host Stew Redwine discusses the creative approach to scripting fiction podcasts, the role of sponsors and ads in spoken word audio, and analyzes four ads from the Ambie Award-winning podcast Ad Lucem.
Stew is joined by two guests:
- Ray Harkins, Senior Director of Ad Sales at Wondery
- Nathalie Chicha, producer of the 2023 Ambie Award-winning podcast "I Hear Fear"
Key points from the discussion:
- How knowing upfront that ads will be included affects the creative process when scripting a fiction podcast. Nathalie notes that while it can be challenging for listeners to shift from the story into a commercial break, it forces the creators to think strategically about building engaging cliffhangers to retain the audience through the ads.
- Ray shares insights on selling ads for fiction podcasts and the importance of matching the tone and style of the ads to the show's content.
- The rise of fiction podcasts and audio storytelling as an alternative to screen-based media. Stew believes there will be increasing growth in this space.
The second half of the episode focuses on analyzing four ads from the podcast Ad Lucem:
- Sonos Era 300 Speaker - rated highly for relevance to an immersive audio experience, but critiqued for not demonstrating the product's capabilities.
- Twizzlers - seen as a weaker ad without a clear connection to the story themes.
- Dave Banking App - praised for capturing the financial struggles of the show's young characters, but felt longer than necessary.
- BetterHelp - the favorite of the four for cleverly integrating the show's AI assistant character into the ad copy.
The overall takeaway was that while 60-second ads provide room for storytelling, the additional time must be earned through engaging, relevant content. Shorter ads may be preferable for fiction podcasts unless the extra length enhances the listening experience.
Special thanks to Benztown Studio for providing the space to record this episode at their recording studio in Glendale, CA.
Ad Infinitum is Presented by Oxford Road and Produced by Caitlyn Spring & Ezra Fox, MFA, written & hosted by Stew Redwine, and sound designed by John Mattaliano, with audio production by Zach Hahn.