Podcast consumers prefer funny and entertaining ads but say they currently hear more ads that communicate dry features/benefits
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Appealing to consumers on an emotional basis is what podcast hosts do best and they should extend that method to their ad reads.

via Westwood One

Podcast ads are well suited for brand discovery, a stage that should be focused more on creating an emotional connection and less on reading your spec sheet.

Of course, if you have an offer you know works, you can use that too.

Have a personality, show it off.