Types of podcast ads
- Pre-roll: the ad will be mentioned at the beginning of the podcast or as part of the intro. These ads are usually heard...
- Mid-roll: the ad will take place anywhere in the middle of the podcast. These ads are less likely to be skipped as...
- Outro/ Post-roll: an ad that plays during the last few minutes of the podcast. There might be a drop in the...
What is a podcast ad?
Podcast advertising is a form of audio advertising that serves ads to the listeners of a podcast episode. Since podcasts often cover niche subjects and have devoted, attentive audiences, podcast ads are typically more effective and targeted than ads that appear in forms of mass media, such as radio spots or TV commercials.
What are the most common podcast advertising placements?
The three most common podcast advertising placements are: 1. Pre-Roll The ad appears at the very start of the show. Here’s an example: “This show is brought to you by our sponsor, [insert Sponsor Name + short pitch].”
How much does it cost to advertise a podcast?
Podcast advertising rates are generally calculated based on a show’s CPM (cost per mile). Each CPM refers to 1,000 listeners/impressions. The average rate for a 30-second podcast ad per CPM is roughly $18. The average rate for a 60-second podcast ad per CPM is roughly $25.
How many Americans listen to podcasts?
37% (or 104 million) of Americans tune into podcasts monthly, and 24% (or 68 million) of Americans listen weekly According to a study conducted by Comscore, podcast ads are considered to be the least intrusive form of digital advertising, while additional research discovered that podcasts ads are incredibly effective.
How much does a 30 second podcast ad cost?
How much do podcast ads cost? The pricing of podcast ads can be structured in different ways. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18.
How many ads are in a podcast?
Thirty-minute TV episodes tend to have around 12–15 ads, he said, while podcasts of the same length have about four to nine ads. As of the first quarter of 2022, about 5.5% of a podcast episode was made up of ads, according to podcast media planning platform Magellan AI's quarterly benchmark report.
What brands are advertising on podcasts?
Top brands advertising on podcasts in May 2018ZipRecruiter.Rocket Mortgage.Blue Apron.SeatGeek.Audible.Casper.IBM.Wix.
Do podcasts use targeted ads?
Wherever there's a website, there can be a targeted ad, and now wherever there's a podcast, there's the potential of inserting a targeted ad, too.
What makes a great podcast ad?
All successful podcast ads have the same things in common - they're captivating, incentivizing, and they resonate with their target audience, among many other things.
How much do podcast ads pay?
Industrywide, the average CPM rate is $18 per 1,000 listeners for 30-second ads and $25 per 1,000 listeners for 60 seconds ads. Podcasts with audience sizes ranging from 500 to over 100,000 listeners charged a CPM rate between $21 to $27 for 30-second ads. For 60-second ads, the CPM rate was between $23 and $37.
Who are the biggest podcast advertisers?
Magellan estimates it spent $76.9 million, nearly triple what second place spender NBCUniversal invested in podcast ads. Magellan estimates NBCUniversal spent $27.7 million on podcast ads last year, followed by ExpressVPN ($27 million), HelloFresh ($26.8 million) and Amazon ($25.7 million).
What kind of advertising is podcast?
An ad on a podcast is usually short audio the placement of which is similar to a video. Listeners can encounter ads on podcasts at the beginning, middle, and end of an episode. People perceive ads on podcasts better than those on other channels.
How do ads work on podcasts?
How does podcast advertising work? The average podcast has three slots for ads – a pre-roll, mid-roll and post-roll. A pre-roll ad greets listeners during the first 15 to 30 seconds of an episode. Mid-roll ads last 60 to 90 seconds and play halfway through an episode.
Do podcasts have different ads?
The right type of podcast ad for you will depend on your budget and the goals of your campaign. Host-read ads tend to cost more than programmatic ads, however, according to Nielsen host-read ads are more effective because hosts have already established trust and recognition with their audiences.
How many listeners do you need for podcast ads?
10,000 listeners per episode allow you to make money with podcasting ads.
Are Spotify podcast ads targeted?
Making Podcast Advertising Available To All Advertisers: By using Spotify Ad Studio, advertisers can tap into the Spotify Audience Network, reaching their target audience by demographic (age, gender, or location) or interest segment (ex: cooking or fitness).
How do ads on podcasts work?
How does podcast advertising work? The average podcast has three slots for ads – a pre-roll, mid-roll and post-roll. A pre-roll ad greets listeners during the first 15 to 30 seconds of an episode. Mid-roll ads last 60 to 90 seconds and play halfway through an episode.
How many listeners do you need for podcast ads?
10,000 listeners per episode allow you to make money with podcasting ads.
How are podcast ads measured?
Podcast ad performance is tracked through impressions in the form of podcast downloads. For example, if your ad ran in an episode with 150,000 downloads, it's considered that your ad received 150,000 impressions.
How many podcast listeners skip ads?
In a recent study of regular podcast listeners****, only 12% said that they always skip ads. In fact, 33% of respondents said that they “never or rarely” skip ads and 38% said “only sometimes”.
What are the advantages of speaking in ads?
An advantage spoken ads have over visual ads is the tone, which conveys emotion. And emotion is convincing. Some studies suggest 2x more powerful than rational content alone. You want to elicit some type of emotion that makes them feel motivated enough to take a course of action.
What is a scripted ad?
A scripted ad is just as it sounds. The announcer, which could be the host or someone else, reads the ad verbatim from a script. It's a much more formal approach and is common in journalistic shows like NPR.
How long was Dax in the dunes?
At minute 56 of the episode with Ashton Kutcher, Dax, while promoting CBD MD, goes into his recent trip to the dunes for three days where he was in a lot of physical pain and how CBD MD came to the rescue with instant relief for his muscles and joints.
What is an adlib?
Adlib. Adlib ads are host-read ads that give the host free range to add their creative spin on it. You provide the podcast host the main messaging points you want the audience to hear but allow them to endorse it their way. Generally speaking, this is the best way to go and the most preferred method with hosts.
Why do you want to keep things easy to remember?
As mentioned above, because listeners are usually not capable of taking immediate action, you want to keep things easy to remember - whether that's a phone number or a URL.
Can you listen to podcasts while on the go?
Given that most podcasts are listened to while "on the go," your audience is most likely not capable of purchasing anything at that very moment. Your goal is to begin the conversation and engage the listener enough for them to have a vested interest to check out your website or visit you.
Who is the host of Armchair Expert?
Armchair Expert. Dax Shepard, the host of Armchair Expert, does a great job at delivering adlib ads that focus on authenticity and utilizes emotion. Chrysler is one of Armchair Expert's biggest sponsors, and Dax is one of Chrysler's most prominent advocates. It's a perfect partnership.
What is podcast advertising?
Podcast advertising is a form of audio advertising that serves ads to the listeners of a podcast episode. Since podcasts often cover niche subjects and have devoted, attentive audiences, podcast ads are typically more effective and targeted than ads that appear in forms of mass media, such as radio spots or TV commercials.
Why are podcast ads so popular?
Because these ads are delivered via the host themselves, they possess a heightened sense of trust and credibility. This style of podcast advertisement is comparable to an endorsement. Host-voiced podcast ads can be carefully scripted, ad-libbed in the host’s own words, or even presented as an anecdote based on the host’s own experience with the product.
Why are podcasts important for advertisers?
Podcasts present an unprecedented opportunity for advertisers to find their perfect audience because there are podcasts oriented around every niche topic you can think of.
How to advertise a podcast?
Podcast ads can be inserted through a show in a variety of spots. The three most common podcast advertising placements are: 1. Pre-Roll. The ad appears at the very start of the show. Here’s an example: “This show is brought to you by our sponsor, [insert Sponsor Name + short pitch].”. 2. Mid-Roll.
What is a fully produced podcast?
Fully-produced podcast ads may call attention to themselves by arriving accompanied by music or other audio cues. They also typically feature a new voice other than the host. This new voice either belongs to a member of the podcast’s production team, the sponsor company, or an audio ad voice actor .
What is a host voiced podcast?
They are also seldom accompanied by music or other sound effects in order to produce a seamless transition for the listener. 2. Fully-Produced/Hybrid Podcast Ads.
Is podcast advertising effective?
According to a study conducted by Comscore, podcast ads are considered to be the least intrusive form of digital advertising, while additional research discovered that podcasts ads are incredibly effective.
What is podcast advertising?
Podcast advertising is podcasting as a medium to promote a particular product, service, or business.
How effective is podcast advertising?
Nobody can deny that podcast advertising works. If you doubt the effectiveness of this type of audio advertising, just take a look at the numbers!
Why do podcast ads work?
The power of podcast ads comes down to the nature of the medium. Audio content is highly effective at conveying information and messages. In addition to the compelling statistics above, there are three other reasons podcast advertising is so effective:
Ad-placement
As we mentioned earlier, ad placement can affect the advertising rate. Generally speaking, there are three positions that an ad can be played in:
Types of cost models for podcast advertising
Different podcast advertising rates depend on the cost model that you choose. Let's take a look at the most standard:
Types of Podcast Advertising Formats
Fully-produced podcast ads usually are recorded by the brand itself. This gives the brand complete control over the production quality, narrative, audio, tone, and more. Once they’re happy, they share the ad with the podcast, who then include it in their content in the way you’ve agreed.
Different ways podcast ads can be inserted
Dynamic ad insertion (DAI) uses the power of podcast hosting platforms’ ad servers to match listeners to different ads. This is a far more tailored and highly targeted advertising strategy that leads to far better conversions than others.
Intro to Podcast Advertising
Podcast advertising is the ability for brands to pay for placement of their advertising within various podcast shows. Podcast ads can be bought directly from podcast show hosts or programmatically using an audience-based buying approach.
How to Measure Podcast Advertising
There are many effective ways to measure success for your brand and calculate ROI.
Choose a Trusted Podcast Advertising Agency
As the podcast advertising space begins to mature and welcomes more and more advertisers, the solutions will begin to become more turnkey – but until that time, specialty agencies bring the expertise, tools and solutions to navigate this space successfully.
Conclusion
Weekly audio listening has hit an all-time high, with 176M Americans tuning in every week. Along with this increased reach, they also added an additional 1 hour of listening time. The average time spent in 2021 with online audio was 16 hours, 14 minutes, up from 15 hours, 12 minutes in 2020*.
Highlighting the Effectiveness of Podcast Advertising in 2021
Weekly audio listening has hit an all-time high, with 176M* Americans tuning in every week. Along with this increased reach, they also added an additional 1 hour of listening time. The average time spent in 2021 with online audio was 16 hours, 14 minutes, up from 15 hours, 12 minutes in 2020*.
What is Podcast Advertising and How Does it Work?
Podcast advertising is the ability for brands to pay for placement of their advertising within various podcast shows. Podcast ads can be bought directly from podcast show hosts or programmatically using an audience-based buying approach.
2021 Podcast Advertising Statistics
One of the common misperceptions about podcast advertising is that the inventory is limited and it is difficult for brands to achieve meaningful scale. While this may have been true several years ago, the rapid growth of the podcast listener base and overall increase in the number of shows, has made that a thing of the past.
What are the Benefits of Advertising on Podcasts?
According to the Super Listeners 2021 report****, Podcast ads are the most recalled type of ad – with 86% of respondents saying they remember seeing or hearing an ad. Social Media has 80% and websites 79%.
How Do You Measure the ROI on Podcast Advertising?
With recent advancements and new capabilities offered by 3rd party providers, virtually any business model can structure an effective test and learn campaign to begin to establish a baseline ROI for podcast advertising.
How to Create a Successful Podcast Advertising Campaign
There are a lot, and I mean a lot of podcasts to choose from. When a brand sets out find shows that will resonate with their target audiences, the prospects may seem endless.
The Bottom Line - Does Podcast Advertising Work?
We believe that podcast advertising is the ultimate driver of brand marketing success, but don’t take our word for it. Our clients have been able to demonstrate impressive and meaningful results.
