Podcast Advertising

What Alex Cooper Taught Us About Podcast Advertising

Posted RedCircle

You might know her as the host of Call Her Daddy. Or as the powerhouse behind a multi-million dollar Spotify deal. Or as the first podcast host whose documentary, “Call Her Alex”, premiered at the Tribeca Festival. But what you might not know is that Alex Cooper has dropped some seriously valuable wisdom about podcast advertising.

As marketers, when a creator at the top of her game offers even a glimpse behind the curtain, we take notes. So today, we’re sharing three real tips from Alex herself, plus a bonus insight from the RedCircle team. Whether you’re already running podcast ads or just thinking about it, here’s what you can learn from one of the most influential podcasters in the world.

1. Video Ad Reads Sell Better. So Use Them.

In a recent Threads video1 , Alex casually dropped a golden nugget while filming her day: she puts extra effort into video ad reads. Why? Because they sell better.

“The sell-through rate is so much higher when I do video ads,” she said.

For advertisers, this is your cue: if the podcast you’re partnering with offers a video version, ask for a video ad read. You may need to budget a bit more for the added effort, but the return can be well worth it.

2. Say No to the Wrong Fit (Even If It’s $8 Million)

In a recent appearance on the Boyfriend Material podcast, Alex shared that she once turned down an $8 million brand deal2 because it didn’t align with her values. 

“I think it’s important to say no to sh*t,” she said. “Because then you just lose your f**ing credibility.”

Mic. Drop.

This is a major reminder for brands: podcast audiences care deeply about authenticity. So do podcast hosts. The more aligned your product is with their voice and values, the more likely they are to actually want to endorse you, and the better it’ll land with their audience.

Fun fact, RedCircle’s proprietary vetting process aims at finding that exact authentic brand/podcast match. Try it out!

3. Let the Host Do Their Thing

When Alex sat down with CBS Mornings3, she explained how she builds trust with her guests before asking anything juicy.

“I ask those questions, but there’s a lot that goes into it prior to that… I’m reading the room, I’m being self-aware.”

That same dynamic applies to ad reads. Podcast hosts know their audience. They know how to deliver a message without sounding like a billboard. So while it’s great to give them talking points, don’t hand them a script. Let them riff. Let them build the vibe. That’s when the magic happens.

4. Influence Trumps Impressions

Alex Cooper didn’t build an empire by chasing CPMs. She built it by building trust. And that’s exactly what makes host-read podcast ads so powerful.

When a listener hears a recommendation from a voice they already know and trust, it hits different. That kind of influence can’t be bought off a programmatic exchange. It has to be earned. And when it is, your brand gets invited in, not just blasted out. 

Wrapping It All Up

Alex Cooper may be one of one, but the lessons she’s dropped are universal:

  • Prioritize video ad reads when you can – they convert better.
  • Authenticity rules: if it’s not a fit, don’t force it.
  • Let hosts own the message. They know their audience better than anyone.
  • And remember, influence > impressions. Always.