Understanding Podcast Ad Insertion

Desk holding a podcast microphone reading"Podcast Advertising — Understanding Ad Insertion. Libsyn logo in the lower right-hand corner.

Dynamic ad insertion refers to ads that are inserted into a podcast through dynamic ad tools. These tools allow you to target your exact audience at the time you want to reach them. They deliver ads based on geo-location, time of day, type of listening device, and much more. 

 

Client-Side Ad Insertion 

The “client” in this equation is the platform your ad will play on (mobile phone, desktop, etc.), depending on where your audience is listening. It works by making calls from the player to an ad server that responds with the ad. 

Request times are determined by compiled listener data — exactly WHEN it is best for an audience to hear YOUR ad.  Streaming is then paused, ad insertion takes place and streaming resumes. 

 

Ad Markers Make It Happen

Ad makers indicate when to break the stream for ad insertion. The podcast player reads these markers and automatically switches to the dynamically chosen advertisement. The ad itself contains tags for tracking, so you get your metrics. The player switches back to the podcast stream when the ad is done. Pre-roll and post-roll ads that play before or after the stream are also available. 

 

Metrics Are Key

It is well-known that podcasting provides a very captive audience for your ad. After all, listeners are choosing to be tuned in. They often have a relationship with their hosts and trust them to serve up relevant information. This extends to the ads in their podcasts. 

In addition, listeners understand that their favorite podcasts need advertising to stay on air, and extra appreciate it when ads correlate with their lifestyle.

A podcast advertising network, such as Libsyn’s AdvertiseCast Marketplace, can configure your podcast to return the data you need to measure ROI. Focus on these numbers:

  • Traffic: Just how many people are listening and for how long. Participation and duration are key.
  • Attribution: What podcasts/episodes result in customers/conversions? What platforms are listeners using and where are they located?

This information is essential to successively tailoring your ad campaign and scaling it to specifically target your market. 

That’s why, as an advertiser seeking the perfect podcast advertising mix, being able to search by demographics rather than show is so important.

At Libsyn’s AdvertiseCast Marketplace you are buying the AUDIENCE, not the podcast. 

Our ad inventory consists of 3,000+ podcasts, 240 of them being exclusive partners whose shows are only available through AdvertiseCast. With a total monthly reach exceeding 170M listeners, we’re clearly able to scale efforts to meet your advertising needs.

Want to see how podcast advertising can reach the audience you’ve been searching for? Want to see substantial returns on your ROI? Visit us for a free advertising consultation.

 

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