Host-Read Ad

The format borrows the trust an audience already has in the presenter, and that borrowed trust is the whole product. A brand supplies talking points and any required claims, the creator writes and performs the read, and it becomes part of the video. YouTube has begun rolling out dynamic sponsor slots that let a segment in an already-published video be swapped for a new brand later, which changes how a read can be sold.

The common mistake is performing a brand's script word for word. A read that sounds nothing like the rest of the video gives away the only advantage it has.