Podcast Advertising ResourcesHow Are Dynamic And Baked-in Ads Inserted Into The Podcast 101?
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How Are Dynamic And Baked-in Ads Inserted Into The Podcast 101?

Advertising with podcasts is becoming more popular as the demand for podcasts continues to grow, and marketers have begun to recognize the efficacy of advertisement with podcasts. So, more sponsors and companies are now putting their efforts into podcast advertising and looking for different ways to ads inserted into their podcast. Whether to go with Baked-In ads or choose dynamic ad insertion?

Dynamic Ad Insertion

A dynamically ads inserted advertisement is a segment of recorded audio and generated independently in a podcast episode. Upon download, the creative is ‘stitched’ into the podcast program file to fulfill the ad targeting criteria. 

The main benefit of SSAI over baked-in advertising is that you may offer different content to the audience of the same podcast episode based on various factors. These include the location (geography), device kind (Apple or Android), and the app they’re using to listen (Apple Podcasts, for example).

Baked-In Ads

Many podcasts are choosing for dynamic advertising. Though, it might swap out their advertisement at any moment during a particular episode. “Baked in” ads are those that are integrated into a show’s content and will be there in perpetuity. If fresh material or a new offer becomes available, the advertiser may include that content at any time.

The best thing about baked-in advertising is that it becomes a genuine part of the program. It’s one-of-a-kind because the host has the option to personalize it every time. Random advertisements that interrupt a discussion with a new sound or voice may be nearly startling to the listener. Simultaneously, if the host naturally pivots from the subject of conversation into the advertisement, there is less of a stuttering and abrupt shift for the listener to experience.

When compared to baked-in advertising, dynamic ads will not have the personal experience connected to them that baked-in ads have. Because of this, if someone tried the product yesterday and liked it, the host’s comments about it will reflect this in the advertisement. For marketers, this is a significant selling factor.

Placement of Podcast Ads

Whether you are considering baked-in ads or dynamic ad insertion, the placement of these ads plays a key role. There are three different places to insert ads, each with its own set of advantages and disadvantages to consider.

Pre-Roll: The advertisement plays by the host at the start of the podcast. Since pre-roll ads played before the intended content, every listener theoretically hears these advertisements.  Pre-rolls included in the host’s introduction are more challenging to skip and are thus more effective.

Mid-roll: The advertisement begins to play amid the podcast. These are sometimes more tricky to skip since the audience doesn’t want to miss any part of the episode’s topic.

Post-Roll: As the podcast comes to a close, an advertisement plays. Because the listener is aware that the podcast has concluded, outro advertisements are the simplest to avoid. However, they are often the most successful method of presenting websites and promotion codes. Because those items will remain at the forefront of the listener’s mind when they go on to a new activity.

Craft Your Ad-Message

Because podcasts are casual conversations, they provide marketers with a unique opportunity to communicate with a podcast audience. The following are some things to keep in mind while you’re creating your ad copy:

Allow the host to use their own words

That stands valid for both baked-in ads and dynamic ad insertion. Although sending a script for the podcast host to read guarantees that you have complete control over the message, it deprives the advertisement of the very thing that makes podcasts unique: the host’s charisma. 

The listener came to hear the host talk, not to listen ads, and they will be more likely to listen if the advertisement seems natural. Consider giving the host talking notes about the brand so that they could speak about it in their own way.

Include a strong CTA

Consider setting up a unique coupon code or URL for show listeners to get a discount or special offer. That provides listeners with a VIP experience while also making the efficacy of your advertisement simpler to monitor. If you are using dynamic ad insertion, you can change the coupon codes with time as well.

Provide a Phonetic Guide

Identify any terms or names in your advertisement that may be difficult to speak and provide the host with phonetic spellings so that they will know how to pronounce them. The last thing you want to do is spend money on an advertisement in which your business is incorrectly pronounced.

Podcast Statistics To Track

As with any advertising, you must check your advertisements’ effectiveness to evaluate their efficacy and make changes as necessary going ahead in time. Keep an eye on the following three statistics to get a complete picture of how your advertisements are performing:

Podcast Download: This refers to the number of times a podcast has been downloaded or listened to.

Rate of Consumption: The consumption rate simply means the audience’s average amount of time listening to an episode. For instance, if a 30-minute podcast has a 66 percent consumption rate, the typical listener would abandon the podcast after 20 minutes of listening.

Duration of each episode’s listenership: It means “a graph depicting the proportion of individuals who have listened to each episode at various points in time.”

It is the latter two statistics that are more revealing than the first. In the case of a post-roll advertisement, if a significant portion of the audience does not make it to the episode’s conclusion, the audience will not hear your promotion, and you may need to revise your advertising approach. You may also monitor the success of certain advertisements using various methods.

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