Which Type of Ad Insertion Is Best For Podcast Sponsors?
The majority of podcast listeners have strong feelings about advertisements. Most people deliberately avoid them, going to ad-free streaming video services or even cutting the cord. However, they shows interest while listening to their favorite podcast as the presenter discusses their own experiences with it. The way the podcast host read; set it apart from other media and made it attractive to risk-taking marketers. That’s why brands are moving towards it. Now, the main question arises which type of ad insertion is best for advertisers? Right!
What’s Baked-In Ad?
Baked-in advertisements have become a core component of the episode’s audio file. These advertisements are also known as “embedded” or “evergreen” ads. Mostly, a “feed drop,” in which an entire episode of a program is released on the RSS feed of another show, is also regarded as a baked-in advertisement.
What Is Dynamic Ad Insertion?
Podcast sponsors are always in need of dynamically changing content. That is where dynamic ad insertion comes in handy. In simple terms, DAI refers to the technique that enables the transmission of an advertisement via an ad server to be successful. It is possible to dynamically insert any pre-produced audio, a personal testimonial, or a customized piece of content.
The audio is transmitted to the ad server along with a set of campaign settings unique to the campaign. When the player requests a podcast program, the server searches for the most appropriate advertisement to provide, depending on the criteria provided by the player.
Why Are Sponsors Still Preferring Baked-In Ads?
Many podcasts are choosing for dynamic advertising. Although, dynamic advertising may be swapped out the ad at any moment during an episode. If fresh material or a new offer becomes available, the advertiser may include that content into the campaign at any time. However, three factors contribute to the success of baked-in advertisements in the context of podcasts.
They Maintain The Flow Of A Podcast Series
It’s one of the best things about baked-in advertising because 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.
Baked-In Ads Could Be Done Differently Every Time
The significant benefit of baked-in advertisements is that the presenter may present them uniquely since they are a part of the program. A co-host or a guest may likely speak out. That improves the read of the advertisement, even more, keeping the listener from tuning out.
Baked-In Ads Provide Personal 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.
What Are The Benefits of Using Dynamic Ads?
Baked-in advertisements remain with the show for a lifetime. It doesn’t matter when a listener downloads the file since the file is always available. The ad will be visible at all times.
Dynamic ad insertion for podcasts, on the other hand, allows you to modify the advertisements that appear in your audio files on demand. You may switch out one ad for another without having to re-upload the audio episode to your website.
In other words, you may insert a new advertisement into a recorded episode. Also, dynamic ad insertion for podcasts enables you to place the ad anywhere you want in the show. You have to create various ad choices and specify the moment in the episode you want the advertisements to appear and disappear.
The Drawbacks of Dynamic Ads
Using wild dynamic advertisements for podcasts has many advantages, but if overdone, it can kill the purpose of ads.
Sponsors will ultimately cease receiving impressions
Some podcast sponsors choose to buy podcast advertisements precisely because the advertisements will be a part of the show forever. Your existing podcast sponsors or future prospective sponsors may be reluctant to purchase advertisements that only play for a short period since doing so increases the expense of acquiring new customers.
They may not seem to be natural
It’s a simple transition of your content to an advertiser when you bake an ad into an episode, making the commercial seem natural even though it is identified as an ad.
Sometimes, listeners are unable to share timestamps
Some podcast listeners prefer to send timestamps to their friends to draw their attention to noteworthy moments in the audio. However, since dynamic advertisements may be of varying durations, timestamps will not be the same for all listeners. Another listener may not hear what occurs at 15 minutes and 35 seconds, while another may not listen to what happens until 15 minutes and 57 seconds.
They are not free
For the time being, you’ll have to rely on a platform to keep track of your dynamically added memories. There’s a fee associated with using the platform. It is crucial to ensure that your dynamic advertisements generate enough revenue to cover the platform’s costs.
So Which Type of Ad Insertion To Go With?
Eventually, it all depends on your ad type and personal preference. Suppose it is a product that changes regularly with time. In that case, you must go with dynamic ad insertion, or if you want the ad to stay within the podcast forever, then in that case, you should go with baked-in ads.