{"id":11314,"date":"2022-07-28T14:14:49","date_gmt":"2022-07-28T18:14:49","guid":{"rendered":"https:\/\/libsyn.com\/blog\/?p=11314"},"modified":"2023-10-03T10:53:07","modified_gmt":"2023-10-03T14:53:07","slug":"understanding-podcast-ad-insertion","status":"publish","type":"post","link":"https:\/\/libsyn.com\/blog\/understanding-podcast-ad-insertion\/","title":{"rendered":"Understanding Podcast Ad Insertion for Brands &#038; Podcasters"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11314\" class=\"elementor elementor-11314\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3366e33e e-flex e-con-boxed e-con e-parent\" data-id=\"3366e33e\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ed260bd elementor-widget elementor-widget-text-editor\" data-id=\"ed260bd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Podcast ad insertion has come a long way! Today it is done through the use of 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.<span class=\"Apple-converted-space\"> This exact targeting benefits everyone \u2014 the advertiser, the podcaster and especially the audience!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e91ef9 elementor-widget elementor-widget-heading\" data-id=\"6e91ef9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Client-Side Ad Insertion <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8ae2f45 elementor-widget elementor-widget-text-editor\" data-id=\"8ae2f45\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The \u201cclient\u201d in this equation is the platform an ad plays on (mobile phone, desktop, etc.), depending on where the audience is listening. It works by making calls from the player to an ad server that responds with the ad.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p>Request times are determined by compiled listener data \u2014 exactly WHEN it is best for an audience to hear a particular ad.<span class=\"Apple-converted-space\">\u00a0 <\/span>Streaming is then paused, ad insertion takes place and streaming resumes.<b><span class=\"Apple-converted-space\">\u00a0<\/span><\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b6eb76 elementor-widget elementor-widget-heading\" data-id=\"4b6eb76\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Ad Markers Make It Happen<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa1b508 elementor-widget elementor-widget-text-editor\" data-id=\"aa1b508\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>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 metrics that read impressions. 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.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-595a4a7 elementor-widget elementor-widget-heading\" data-id=\"595a4a7\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Metrics Are Key<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-97edb2e elementor-widget elementor-widget-text-editor\" data-id=\"97edb2e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It is well-known that podcasting provides a very captive audience for advertisements. 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.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p>In addition, listeners understand that their favorite podcasts need advertising to stay on air, and extra appreciate it when ads correlate with their lifestyle.<\/p><p>A podcast advertising network, such as <a href=\"https:\/\/www.googleadservices.com\/pagead\/aclk?sa=L&amp;ai=Cj_ygG8riYrDOG5aeoga815M4pqqXtWbykZK1vgzaxfWC0RwIABABILlUKANgyZ6njNCk9A-gAencgJsDyAEByAPYIKoEXk_QHIRkv67XtSg5ho9vCj-kEZIX1Mf3U2iXjpX0W2DdQcjGQx5V_oo9B91wyKZgBYvSu4Dhq9xB5i-49-a7mZIjXDRbq-9ywX5_0npBNCg-B1nZAyROduTWTDItsYzABITF17esA4AFkE6IBYarvuICoAZZgAf_ov9kiAcBkAcBqAemvhuoB7masQKoB_PRG6gH7tIbqAf_nLECqAfK3BuoB9imsQKgCODWpQSwCAHSCAwQAiCEATICgkA6AQCaCR5odHRwczovL3d3dy5hZHZlcnRpc2VjYXN0LmNvbS-xCQUkFDbk0Y6ZuQkFJBQ25NGOmfgJAZgLAaoMAggBuAwB6AwGghQECD0SANAVAZgWAfgWAYAXAZIXCBIGCAEQAxhT&amp;ae=2&amp;ved=2ahUKEwje2ZzDkJz5AhU5GVkFHSw2C_0Q0Qx6BAgCEAE&amp;nis=8&amp;dct=1&amp;cid=CAASFORoBDIxCK9-58mQU9Ma6n59xL5a&amp;dblrd=1&amp;sival=AF15MEAfgFrrBaQT1lBj9PJbA_fpvSrZVl5DJ5XRbpDc0gwUjyDq50ZQbMjVm71GN_976S5G49Xvv3KZmfqT-SMK6gIxIaY_i0RveyCalzGaN8WF1SkMVXzZ0lsM9XgZUx_OlONLCJqK6x6-iIB8pKXQaHHe25m98VE9AuyrMfdGPw6oQqdloFJyw6h3QZYcfVkSdp4K_CzC&amp;sig=AOD64_0j6hvASTqnzldG_zuYY1vpsRo4gQ&amp;adurl=https:\/\/www.advertisecast.com\/\">Libsyn&#8217;s AdvertiseCast Marketplace,<\/a> can configure podcasts to return the data needed to measure ROI, focusing on these numbers:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a10bfe1 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"a10bfe1\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-circle\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><strong>Traffic:<\/strong> Just how many people are listening and for how long. Participation and duration are key.<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-circle\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><strong>Attribution:<\/strong> What podcasts\/episodes result in customers\/conversions? What platforms are listeners using and where are they located?<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-256b1ed elementor-widget elementor-widget-text-editor\" data-id=\"256b1ed\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>This information is essential to successively tailoring ad campaigns and scaling them to target a specific market.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><p>That\u2019s why, as an advertiser seeking the perfect podcast advertising mix,<i> being able to search by demographics rather than show is so important.<\/i><\/p><p><b>At Libsyn\u2019s AdvertiseCast Marketplace advertisers buy the AUDIENCE, not the podcast.<span class=\"Apple-converted-space\">\u00a0<\/span><\/b><\/p><p>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&#8217;re clearly able to scale efforts to meet your advertising needs.<\/p><p>If you&#8217;re a brand that wants to see how podcast advertising can reach the audience you\u2019ve been searching for with substantial ROI <a href=\"https:\/\/www.advertisecast.com\/contact-rep?ref=header-talk-to-sales\">visit AdvertiseCast<\/a> for a free advertising consultation.<\/p><p>If you are a podcaster looking to incorporate advertising into your show, you can <a href=\"https:\/\/www.advertisecast.com\/monetize-your-podcast\">get started monetizing with AdvertiseCast<\/a> here.\u00a0<\/p><p>Not enough downloads per episode? Start with <a href=\"https:\/\/libsyn.com\/automatic-podcast-ads\/\">Libsyn Auto Ads<\/a> that require only 2,000 downloads per episode. This interview with Dave Hanley from AdvertiseCast explains exactly how auto ads work.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98525fa elementor-widget elementor-widget-video\" data-id=\"98525fa\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=Jvt0ni8ueAI&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ad6681d e-flex e-con-boxed e-con e-parent\" data-id=\"ad6681d\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c5fa52c elementor-widget elementor-widget-text-editor\" data-id=\"c5fa52c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Want to learn more about podcast monetization regardless of your download number? Read this great blog for <a href=\"https:\/\/zj9rifyh9s.onrocket.site\/blog\/10-key-podcast-monetization-strategies-for-2023-2\/\">10 monetization strategies.<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Podcast ad insertion has come a long way! Today it is done through the use of 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. This exact targeting [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":11319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1199,181,38,37],"tags":[1666,1668,1671,1675,1665,1670,1081,1673,1667,1674,1200,1672,1676,1669],"class_list":["post-11314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast-advertising","category-libsyn","category-podcasting-2","category-podcasting-tips","tag-ad-insertion","tag-ad-markers","tag-advertisecast","tag-buying-podcast-ads","tag-dynamic-ad-insertion","tag-geolocation","tag-libsyn","tag-metrics","tag-podcast-ads","tag-podcast-advertiser","tag-podcast-advertising","tag-podcast-demographics","tag-roi","tag-targeted-advertising"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Once you understand how podcast ad insertion works, you can see just how powerful a tool it is for brands and what a valuable asset for podcasters!\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Sarah Morio\"\/>\n\t<meta name=\"google-site-verification\" content=\"38CnFUDl4h644mto9r_cEPXi8JMfRkqWJMXVQhhS2iE\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/libsyn.com\/blog\/understanding-podcast-ad-insertion\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.5.2\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Official Libsyn Blog -\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"Understanding Podcast Ad Insertion for Brands &amp; 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