Mastering the Recorded Word, Unlocking Talking Points vs Script
How do scripts and talking points unlock the best kind of reads for audio channels, specifically for podcast and VODcasts? How is the industry moving the ball forward in terms of delivering peak-advertising creativity to audio specifically, and where do the guidelines stop and the best talking points begin? Ossa sits down with the creative experts of the audio industry to understand the role they play, and how they unlock the spirit and uniqueness of podcast advertising.
Key Topics to Cover:
Stick to the Script: The difference between a timed script vs providing guidelines or talking points that allow the talent to embrace their personal experience?
The First Word: Discussing the history of advertising in podcasts, and how advertisers and agencies have loosened from highly-controlled radio style reads to more vibrant, longform endorsements of products and brands
Going Bigger: How have advertisers embraced creativity and taking risks when it comes to memorable ad reads, and where is the next frontier in great creative audio advertising?
Lessons to be Learned: What tips can the experts provide to you when you’re putting together your next ad and trying to get the most out of your hosts
Our Expert Speakers Include:
Ryan Wardell, Creative Director & Head of Copy, Studio Resonate: Ryan Wardell is a creative director and head of copywriting at Studio Resonate, SiriusXM Media’s in-house audio advertising creative agency. With an ad agency background and over a decade of experience, he works with some of the world’s biggest brands to deliver impactful audio campaigns that run across Pandora, SiriusXM, SoundCloud, and the SiriusXM Media podcast network.
Some of his favorite podcast ads include an unhinged, four-minute rant from Conan O’Brien about LUXE Bidets, a campaign from Olly vitamins called “Big Vagina Energy” that supports shame-free self-care, and a long-form vignette on StarTalk Radio where Nature Valley encouraged listeners to get outdoors by bringing the outdoors to them.
Ryan will be calling in from San Jose, California, and (hopefully) keeping the dad jokes to a reasonable minimum.Evan Brown, Senior Copywriter, Ad Results Media: Evan Michael Brown is a Senior Copywriter at Ad Results Media and a music composer/sound designer. Over 15+ years in entertainment marketing and creative, he has connected with audiences and honed the craft of concise storytelling in a variety of media. He’s collaborated with tech startups, filmmakers, game designers, audio professionals, and major brands including BMW, BetterHelp, Shout! Studios, FanDuel, Molson Coors, and Mystery Science Theater 3000.
Throughout this series, you can expect to gain a comprehensive understanding of podcast advertising, including:
Assessing the benefits of podcast advertising and whether it's the right fit for your brand.
Identifying the right partners and strategies for purchasing podcast advertising.
Selecting the most suitable hosts and shows to collaborate with.
Exploring various podcast ad formats and how to effectively utilize them.
Measuring attribution and understanding the return on investment.
Creating media plans and strategies for short, mid, and long-term success.
Navigating the industry lingo and terms.
Integrating podcast advertising seamlessly into your overall marketing mix.
Addressing topics like brand safety, AI, creativity, and more.
Join this series to unlock your brand's potential in the dynamic world of podcast advertising. Whether you're a newcomer or seeking to enhance your strategy, our sessions are tailored to equip startups and brands with the knowledge and tools to thrive in this advertising landscape.
This series is hosted by Ossa, with special guests. Ossa is a podcast advertising and creator management platform on a mission to bring podcast advertising to brands and podcast creators of all sizes.