When you need a recommendation, do you flip to a random page in the phone book?
Of course not.
You ask someone you trust. That’s exactly why host-read ads on podcasts are so effective.
Host-read ads communicate authenticity in a way that pre-recorded sponsor messages simply can’t match. Your audience has built a relationship with you, and they value your opinion.
Prefer to watch? Check out our video Why Host-Read Podcast Ads Work (and How to Do Them Right)
What Are Host-Read Ads?
Host-read ads are authentic product recommendations read by the podcast host themselves. They’re personal endorsements integrated naturally into episodes, built on the trust between host and audience.
“It’s not just someone, some random voice telling you about a product,” explains Joe Casabona, evangelist at RSS.com. “You are telling your audience how this product has helped you.”
Here’s an example of a host read ad:
Why They Convert Better
The numbers speak for themselves. Some reports have shown host-read ads work up to 60% better than traditional advertisements.
Here’s why they’re so effective:
- Trust is already established – Your audience feels a personal connection
- They feel natural – More like advice than advertising
- You understand your audience – You know what will genuinely help them
The Host-Read Ad Formula
Follow this proven structure for maximum impact:
1. Start With Your Personal Story
Share your actual experience with the product. Real stories resonate more than generic benefits.
2. Identify the Problem
What pain point does the product solve? Be specific about the challenge your audience faces.
3. Present the Solution
Explain how the product addresses that exact problem.
4. Share Specific Benefits
Focus on real results, not just features. How has it changed your workflow or life?
5. Natural Call to Action
Make it easy for listeners to take the next step. (Learn how to create effective calls-to-action in your podcast!)
Here’s another example of a host read ad:
Best Practices for Host-Read Ads
Only Promote What You Actually Use
This cannot be overstated.
“You want to make sure because your audience trusts you that it is a good product that you can believe in,” Joe emphasizes.
Trust degradation is an absolute show killer.
Keep It Conversational
Avoid scripted, salesy language. Integrate personal stories to sound natural rather than like you’re reading copy.
Strategic Placement Works Best
- Pre-roll gets skipped – Many apps automatically skip the first two minutes
- Post-roll loses listeners – People are already gone
- Mid-roll converts – Find natural breaks in your conversation
Limit Frequency
Stick to one or two ads per episode maximum. For longer episodes, use the rule of one ad per every 10 minutes of content.
Don’t Oversaturate
“You don’t want your audience to feel like you’re only putting out this content to make money,” warns Joe.
Stuck on what to say? The Ad Side actually created a podcast ad script template you can use for your host read ads. That could be a great starting point to get your creative juices flowing.
Crafting the Perfect Call to Action
Your call to action can make or break conversion rates.
Make It Easy
Use simple, memorable URLs.
If your podcast is “The Marketing Show,” use URLs like marketingshow.com/sponsor rather than complex affiliate links.
Provide Multiple Touchpoints
Mention the URL twice during the ad read. Include it in show notes. Add sponsor logos to your website.
Use Effective Language
Try: “To learn more, head to [URL]. I’ve also included a link in the show notes, plus you’ll find the discount code there.”
Want to monetize your show? Click here to learn more about how to make money podcasting.
Legal Requirements You Can’t Ignore
You must disclose paid relationships. It’s both legally required and builds trust.
Check out Podcast Lawyer Gordon Firemark’s video that explains why it’s so important to disclose your affiliations:
You can also download his guide to disclosures and disclaimers here.
Start your ads with “This episode is sponsored by…” or clearly state affiliate relationships: “I’m an affiliate for this company and may earn a commission if you use my link.”
If sponsors request no disclosure during the ad, mention it at the show’s beginning or end instead.
Making Host-Read Ads Work for You
The key is authenticity. Your audience trusts your judgment, and that trust is valuable.
Use it responsibly by only recommending products that genuinely serve your listeners.
Host-read ads combine your ability to monetize with your audience’s trust in your recommendations.
When done right, they don’t feel like ads at all. They feel like helpful advice from a friend.
Keep in mind, people like getting recommendations. They just don’t like gratuitous advertising. Host-read ads bridge that gap perfectly.
Ready to start monetizing your podcast with authentic recommendations? The RSS.com affiliate program offers podcasters a way to earn revenue while recommending tools they actually use. Click here to sign up!