Common Terms in Podcast Advertising You Should Know

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Ad formats: 

The various ways that ads can be presented within a podcast, such as pre-roll, mid-roll, or post-roll.

Ad copy:

The written text or script of an advertisement.

Ad inventory:

The number of ad slots available for purchase in a given podcast.

CPM rate: 

The cost per thousand impressions of an ad, often used as a pricing model for podcast advertising.

Call to action: 

A prompt for listeners to take a specific action, such as visiting a website or purchasing a product.

Ad script: 

The written text of an ad, which can be used by hosts for host-read ads or by advertisers for pre-recorded ads.

Podcast Advertising Targeting

Ad placements: 

The specific times and locations within a podcast episode where ads are placed.

Dynamic insertion: 

The ability to insert ads into podcast episodes dynamically, allowing for targeting and customization based on listener demographics or location.

Baked-in ads: 

Ads that are permanently embedded into the podcast episode and cannot be removed or replaced.

Pre-recorded ad:

An ad that is pre-recorded and inserted into the podcast episode.

Programmatic ads: 

Ads that are bought and sold through an automated system, often using data to target specific audiences.

Types of Ad Formats in Podcast Advertising

Pre-roll: 

An advertisement that appears at the beginning of a podcast episode, typically before the main content begins.

Mid-roll:

An advertisement that appears in the middle of a podcast episode, typically after the host has introduced the main topic.

Post-roll:

An advertisement that appears at the end of a podcast episode, typically after the main content has ended and before any closing remarks.

Host read: 

An ad read by the podcast host in their own voice.

Audio ads: 

Ads that are only in audio format, often delivered through pre-recorded or host-read ads.

Video ads: 

Ads that are in video format, often delivered through dynamic insertion into video podcasts.

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