We collaborated with Sounds Profitable to highlight what makes a good podcast ad by breaking down real examples from popular podcasts.

This week's anatomy of an ad - 2022 let's do this - Gals on the Go

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Hosted by: Danielle Carolan and Brooke Miccio

Ad placement: Mid-roll

Ad type: Dynamic Insertion

Start point: 00:42:00

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Ad copy: 

This podcast is sponsored by BetterHelp online therapy. We talk about BetterHelp a lot on the show and this month we're discussing some of the stigmas around mental health. For example some people think you should wait until things are unbearable to go to therapy but that isn't true. Therapy is a tool to utilize before things get worse and it can help you avoid those lows. BetterHelp is customized online therapy that offers video phone and even live chat sessions with your therapist so you don't have to see anyone on camera if you don't want to which i love because sometimes I just want to walk around my apartment with my phone in my hand talking. I don't know if anyone else feels this way I just it's very therapeutic you can go on a walk you can talk to them it's just very customizable it's much more affordable than in-person therapy and you can be matched with a therapist in under 48 hours. Give it a try and see why over 2 million people have used BetterHelp online therapy and gals on the go listeners get 10 off their first month at betterhelp.com/gals

Let’s break it down to see what works:

The hook: 

This podcast is sponsored by BetterHelp. We talk about BetterHelp a lot on this show and this month we’re discussing some of the stigmas around mental health‍

Just before mentioning the sponsor - BetterHelp - Danielle and Brooke discussed body image and goals they are setting for their self-care, so the BetterHelp ad placement couldn’t have been more relevant or better placed.

The pitch:

Therapy is a tool to utilize before things get worse and it can help you avoid those lows better help is customized online therapy that offers video phone and even live chat sessions with your therapist so you don't have to see anyone on camera if you don't want to which i love because sometimes i just want to walk around my apartment with my phone in my hand talking i don't know if anyone else feels this way i just it's very therapeutic you can go on a walk you can talk to them it's just very customizable it's much more affordable than in-person therapy and you can be matched with a therapist in under 48 hours

This part of the ad explains and highlights a few main selling points: customized online therapy that you can do via video or not, more affordable than in-person therapy, and you can get matched with a therapist in under 48 hours. The down-to-earth nature in which the ad is read makes the partnership feel more natural, and comes across like advice from a close friend.

The offer: 

See why over 2 million people have used BetterHelp online therapy and Gals on the Go listeners get 10% off their first month at betterhelp.com

Sprinkling in “see why over 2 million people have used BetterHelp” shows the success of the brand while also emphasizing, in this case, that the listener is not alone. The ad also includes a special offer - Gals on the Go listeners get 10% off their first month.

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Landing page: 

The landing page has been customized to highlight the collaboration between Gals on the Go and BetterHelp. It is very clear that you have reached the designated page for Gals on the Go listeners, and the special offer is clearly emphasized. 

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Hits the spot:

This ad read provides listeners with a clear understanding of what the service does and how it relates to this specific podcast and listeners - Brooke and Danielle have discussed mental health regularly on their podcast and the importance of opening up about issues you may be dealing with. Over the last year, Gals on the Go mentioned ‘mental health’ 24 times. 

Room for improvement:

Although body image and mental health (especially during the pandemic) is discussed in the episode, the ad isn’t seamlessly integrated rather dynamically inserted making it feel a little less seamless.

Partnership track record:

Over the last year, BetterHelp has sponsored over 1,000 podcasts and has sponsored Gals on the Go 17 times.

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Where else has BetterHelp sponsored?

The Joe Rogan Experience, The NoSleep Podcast, The Slate Daily Feed… with over 1k different podcast partnerships, you name the show and BetterHelp has probably been there!

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What other brands have appeared on Gals on theGo?

Mrs. Fields, Pura Vida, Huzzah, Hair Food

Key takeaways:

Over the last year, BetterHelp has sponsored Gals on the Go 17 times, proving that this partnership is a success as it compliments the target audience. since BetterHelp and the mission of the brand correspond so closely to the subject matter of the episode, it would have been even more effective if the hosts had made that connection an organic feeling part of their discussion, rather than relying on a pre-recorded ad to push this brand partner.

Have you heard a great podcast ad recently? Tell us about it.
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