Best Audio Ad Producers

What a good audio ad package includes

Check that the offer clearly states:

• Ad length and number of versions.
• Script writing or editing.
• Voice talent and casting.
• Music and sound effects.
• Mixing to platform specs.
• Usage rights: media, regions and duration.
• Revisions and delivery time.

Approve the script read aloud and timed before voice recording. A script that runs a few seconds long forces rushed speech, which makes ads hard to understand.

Listen to the producer's past ads on different devices, such as a phone speaker and a car stereo. Good audio ads stay clear and balanced in noisy environments, where much of the audience actually listens. Muddy voices or music that drowns out words are warning signs.

How to brief an audio ad producer

1. The product or offer.
2. Target listeners.
3. Platform and length.
4. Call to action: website, code or phone.
5. Tone and voice preferences.
6. Brand sounds, such as a jingle.
7. Deadline and air dates.

Make the call to action easy to remember. A short website name or a simple phrase works better than long addresses or numbers that listeners cannot write down while driving.

Write for the ear. Short sentences, a clear opening and repeating the brand name help listeners remember who the ad was for.

Consider host-read ads for podcasts. Some shows prefer hosts to read your message in their own words, which often sounds more natural. Your producer can prepare a script and key points for that format.

What drives the price

• ad length
• number of voices
• original music versus library
• number of versions
• broadcast usage rights
• rush delivery

A single voice with library music costs much less than a multi-voice ad with original music and wide broadcast rights.

Red flags

• Scripts too long for the time slot.
• Voices or music without broadcast rights.
• No delivery to platform specs.
• Hard-to-remember calls to action.
• No script timing before recording.

Check any regulated claims, such as health or financial statements, with the relevant rules before the ad airs. Broadcasters may reject ads that make unsupported promises.

Keep the final files, scripts and licenses together. You will need them when renewing campaigns or proving usage rights.

For voices, see our voice-over guide. For brand sounds, read our jingle guide and ad copy guide.

Plan how you will measure results. Use a unique web address, discount code or phone number for each ad or platform. This shows which station, show or version brings customers and helps you decide where to spend next time.

Quick pre-order checklist

• The script is timed to the ad length.
• The call to action is easy to remember.
• Voice and music rights cover broadcast.
• Files meet platform specs.
• I will get the versions I need.