Programmatic podcast advertising allows you to dynamically target your pre-recorded ads in real-time. Essentially, the ads are automated, based on a bidding system, to appear to a user based on their listening behavior.
This allows podcast advertisers to reach their audience in a new, more engaging way.
What kind of advertising is podcast
Podcast advertising is podcasting as a medium to promote a particular product, service, or business.
This involves podcast ads which are the promotional breaks in podcast content where the host reads an advertisement for a brand.
In some cases, the ad is a pre-recorded message inserted into the audio.
How does podcast advertising work
Podcast advertising allows you to speak directly to potential customers through an audio ad.
You can have select podcast hosts talk up your brand, or hire voice talent to help you create an ad to be placed at the beginning (preroll), middle (midroll), or end (postroll) of an episode.
What are podcast ads called
Dynamic ads (also called “dynamic ad insertion (DAI)” or “dynamically inserted audio”) utilize programmatic advertising technology to target your ad in specific episodes as they’re being downloaded or streamed.
Dynamic ads are also called audience-based buying.
Do podcasts have ads
Typically, most podcasts ads are “baked-in.” This means they’re part of the episode’s recording.
When one of your sponsors purchases an ad, you either read it alongside the rest of your content, or edit it in later, but the result is a single audio file for the listener to download.
Are podcast ads effective
Over 70% of listeners preferred that ads were read live during recording rather than played as a pre-produced segment.
Almost 53% wanted their podcast ads read by the host. 3 out of 5 podcast listeners would like the ability to interact with the ads and trusted the endorsements of their favorite podcasts.
Why do podcasts have so many ads
Podcast ads for brands And because podcast listeners tend to stay more engaged, podcast ads can generate higher brand awareness than almost all forms of advertising, only surpassed by TV, digital video, and paid social.
How effective is podcast advertising
Compared to traditional advertising, 10% more listeners are likely to buy after exposure to podcast ads (Midroll, AP, 2018).
80% of listeners can recall a brand advertised in a podcast (Midroll Recall Survey 2016).
67% of listeners can recall specific product features or promotions (Midroll Recall Survey 2016).
How do I get advertising for my podcast?
- Reach Out to Sponsors Directly
- Partner With a Hosting Service
- Join a Podcast Network
- Use a Directory
What are the benefits of podcast advertising
Podcast advertising is a new yet effective method to briefly tell listeners about your product’s value, discounts, promos, personal experiences, etc. If you do everything right, you’ll gain trust, enhance your target audience, reach new target groups, and promote products.
Can podcasts have 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.
How do podcasts charge for advertising
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.
For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40.
Do podcasts have personalized ads
Podcast ad personalization refers to the act of using listeners’ insights and information to increase the relevancy of ads shown to them.
Podcast advertisements come in three placements variants: Pre-Roll Ads: Ads that appear at the beginning (or before) of the podcast.
How do brands advertise on podcasts
Advertisers can target customers on podcasts based on their location, interests, the shows they listen to, age and podcast genre.
Businesses can target listeners by zip code and city when promoting any form of regional offer, such as a small local business, an event or a grand opening.
What is programmatic advertising and how it works
Programmatic advertising refers to buying and selling ad inventory in real time, using an auction-based software rather than manual negotiations.
This gives an advertiser the ability to pay for impressions based on the value of the eyeballs viewing their ad instead of a flat CPM across all impressions on a website.
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.
Why is it called programmatic advertising
Programmatic advertising is the use of automated technology for media buying (the process of buying advertising space), as opposed to traditional (often manual) methods of digital advertising.
How do dynamic ads podcasts work
With dynamic ad insertion for podcasts, you can load that ad into all of your episodes – including past episodes that you have already published.
Anyone who downloads any episode will hear the new ad. Then once the sponsor gets his 20,000 impressions, you can replace his ad with a new one.
What are programmatic advertising platforms
A programmatic advertising platform enables marketers and advertisers to automate the purchase and management of their digital ad campaigns.
This includes media buying, ad placement, performance tracking, and campaign optimization. Many platforms also offer an editing tool to design campaign creatives.
What is programmatic display advertising
Programmatic display advertising involves automated bidding on display advertising inventory in real-time, for the opportunity to show an ad to a specific customer type, in a specific context.
It doesn’t include paid search bidding. Often it involves header bidding to facilitate the real-time bidding process.
What is programmatic advertising tools
Programmatic advertising uses automated technology and algorithmic tools for media buying. The term programmatic relates to the process of how ads are bought and sold in the advertising space.
Programmatic advertising differs from more traditional media buying methods in its use of automation.
What is the best platform to advertise a podcast?
- Google Play
- Spotify
- TuneIn
- iHeartRadio
- SoundCloud
- Podbay
- Podtail
- Find 25 more podcast directories to submit your show to
How do I advertise on Apple podcasts
Place the Listen on Apple Podcasts badge directly within or near content related to the podcast.
The badge must link to a show on Apple Podcasts. Include the Listen on Apple Podcasts badge in the header of your social pages, so your social media followers know they can find your show on Apple Podcasts.
Does YouTube use programmatic advertising
You’ve probably seen programmatic ads while surfing through YouTube: those preroll, banner ads, in-video ads are all examples of the different programmatic options that the platform offers.
On YouTube, you can buy programmatic ads through the Google Ads console.
When should you start advertising on a podcast
The podcast audience also enjoys long-form podcasts that are 30 minutes or longer. Since there’s much less drop-off on a podcast compared to other forms of content, like video, this means that ads could be placed towards the beginning or end of an episode and still have a good chance of being heard.
Does Spotify have podcast ads
Spotify is today introducing a new ad format aimed at podcasters which it’s calling “Call-to-Action Cards”or CTA cards, for short.
The feature, which is powered by Spotify’s streaming ad insertion technology, will display a visual ad in the Spotify app when the audio ad begins to play.
How are podcast ads measured?
- Unique Downloads per Episode
- Direct and Referral Traffic
- Exclusive Offer Code
- User Engagement
How much do podcast ads make
Making Money With Advertisements During the Show As a result, podcasts with a large listener base tend to get paid the most money for ad space.
The amount of money a podcast can charge for an ad is charged per hundred thousand listeners (CPM).
Advertisement rates can range from $20 CPM to $100 CPM.
How much do podcasts make from ads
How much you earn from a sponsor depends on the number of downloads your episodes earn.
Sponsors pay on a cost per mille basis (mille is Latin for “thousand”). Rates range from $18 to $50 CPM, though hugely popular podcasts can pull in a lot more.
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).
What is the opposite of programmatic advertising
Direct ad sales involves manual human negotiations, usually made by in-house sales teams. This method’s inventory is almost always guaranteed and typically deals with agencies.
Inventory is guaranteed to be delivered at a set point and fixed price. On the other hand, programmatic is the opposite.
Sources
https://www.webfx.com/digital-advertising/pricing/how-much-does-it-cost-to-advertise-on-pandora/
https://rephonic.com/blog/how-to-make-a-podcast-go-viral
https://mediaradar.com/blog/google-ads-vs-display-video-360-two-ways-to-purchase-youtube-ads/
https://www.descript.com/blog/article/how-much-money-do-podcasts-actually-make
