{"id":13359,"date":"2023-07-14T11:43:41","date_gmt":"2023-07-14T15:43:41","guid":{"rendered":"https:\/\/libsyn.com\/blog\/?p=13359"},"modified":"2025-04-15T09:28:07","modified_gmt":"2025-04-15T13:28:07","slug":"podcast-ads-for-podcasters-the-basics-2","status":"publish","type":"post","link":"https:\/\/libsyn.com\/blog\/podcast-ads-for-podcasters-the-basics-2\/","title":{"rendered":"Podcast Ads: Programmatic, Dynamic, and Host-read Podcast Advertising Basics"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13359\" class=\"elementor elementor-13359\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a266d2a e-flex e-con-boxed e-con e-parent\" data-id=\"a266d2a\" 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-a6ec2e5 elementor-widget elementor-widget-heading\" data-id=\"a6ec2e5\" 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\">Podcasts &amp; Advertising \u2014 A Mutual Media Match<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1934ad elementor-widget elementor-widget-text-editor\" data-id=\"b1934ad\" 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><span style=\"font-weight: 400;\">Over time and many episodes, podcasters and their audiences grow increasingly interconnected. This partnership is what makes podcast advertising so effective.<\/span><\/p><p><span style=\"font-weight: 400;\">Podcasters thrive on audience feedback and enthusiasm and, in turn, provide an in-your-ear audio experience that reflects this sincere, open dialogue.<\/span><\/p><p><span style=\"font-weight: 400;\">When was the last time you wrote into a T.V. show with a special request, and BOOM, your wish was granted the next episode? In podcasting, this happens all the time \u2014 every day, worldwide.<\/span><\/p><p><span style=\"font-weight: 400;\">Podcasters can react to and include audience requests in the next episode, creating trust and building community in a way other entertainment channels can\u2019t achieve.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The idea of<\/span><a href=\"https:\/\/libsyn.com\/podcast-monetization\/\"><span style=\"font-weight: 400;\"> podcast monetization<\/span><\/a><span style=\"font-weight: 400;\"> via podcast ads has dramatically expanded, with ad networks and ad buyers now handling the bulk of the podcast advertising work.<\/span><\/p><p><span style=\"font-weight: 400;\">For podcast creators, <a href=\"https:\/\/libsyn.com\/automatic-podcast-ads\/\">podcast ads<\/a> provide the opportunity to support their craft and even profit by partnering with brands that sell products and services their listeners find relevant.<\/span><\/p><p><span style=\"font-weight: 400;\">For advertisers, podcast ads provide access to hard-to-find audiences and communities.<\/span><\/p><p><span style=\"font-weight: 400;\">Libsyn focuses on taking creators from the basics of <\/span><a href=\"https:\/\/libsyn.com\/how-to-start-a-podcast\/\"><span style=\"font-weight: 400;\">starting a podcast<\/span><\/a><span style=\"font-weight: 400;\"> to the nuanced conversation of how to make money podcasting.<\/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-4256d40 elementor-widget elementor-widget-heading\" data-id=\"4256d40\" 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<h3 class=\"elementor-heading-title elementor-size-default\">In this article, we will cover:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a1ab45e elementor-widget elementor-widget-text-editor\" data-id=\"a1ab45e\" 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<ol><li aria-level=\"1\"><a href=\"#influencer\">The Power of the Podcast Influencer<\/a><\/li><li aria-level=\"1\"><a href=\"#influencer\">Podcast Ad Types &amp; Examples<\/a><\/li><li aria-level=\"1\">Podcast Ad Placement<\/li><li aria-level=\"1\">Success Metrics &amp; Podcast Advertising Revenue<\/li><li aria-level=\"1\">Working with an Ad Marketplace<\/li><\/ol>\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-49a637f elementor-widget elementor-widget-spacer\" data-id=\"49a637f\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\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-87d2c9e elementor-widget elementor-widget-image\" data-id=\"87d2c9e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Reality-Recap-w-Emma-Slater-Plus-Harry-Styles-vs-Billy-Porter-Snow-Whites-Ambition-_-Viall-Filesmp400_41_37_29Still001-1-1024x576.png\" class=\"attachment-large size-large wp-image-14210\" alt=\"Nick Viall from Viall Files podcast with Emma Slater\" srcset=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Reality-Recap-w-Emma-Slater-Plus-Harry-Styles-vs-Billy-Porter-Snow-Whites-Ambition-_-Viall-Filesmp400_41_37_29Still001-1-1024x576.png 1024w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Reality-Recap-w-Emma-Slater-Plus-Harry-Styles-vs-Billy-Porter-Snow-Whites-Ambition-_-Viall-Filesmp400_41_37_29Still001-1-300x169.png 300w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Reality-Recap-w-Emma-Slater-Plus-Harry-Styles-vs-Billy-Porter-Snow-Whites-Ambition-_-Viall-Filesmp400_41_37_29Still001-1-768x432.png 768w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Reality-Recap-w-Emma-Slater-Plus-Harry-Styles-vs-Billy-Porter-Snow-Whites-Ambition-_-Viall-Filesmp400_41_37_29Still001-1.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" title=\"Podcast-advertising-influencer - Official Libsyn Blog\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Nick Viall From The <a href=\"https:\/\/www.advertisecast.com\/TheViallFiles\"> The Viall Files Libsyn's AdvertiseCast Exclusive Podcast<\/a><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\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-6711829 elementor-widget elementor-widget-heading\" data-id=\"6711829\" data-element_type=\"widget\" id=\"c\" 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\">The Power of the Podcast Influencer<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c4d22dd elementor-widget elementor-widget-text-editor\" data-id=\"c4d22dd\" 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><span style=\"font-weight: 400;\">The podcaster plays a unique and esteemed role for their audience. They are listened to because they offer value \u2014 advice, experience, insight, humor, a personal story \u2014 that their monthly podcast listeners enjoy and come to trust. This trust comes from the fact that popular podcast hosts also tend to be good at listening to their audience. <a href=\"https:\/\/www.advertisecast.com\/podcast-advertising\" target=\"_blank\" rel=\"noopener\">Podcast Advertising<\/a> is tapping into that connection and the anxious ears of listeners waiting for the next episode to drop.<\/span><\/p><p><span style=\"font-weight: 400;\">Hosts often interact with listeners in a personal way that builds intimacy, and even the consistent episodes (something to look forward to) provide a layer of reliability. Listeners care what their podcast hosts think and value their opinions.<\/span><\/p><p><span style=\"font-weight: 400;\">So, if a podcast host recommends a product or service, that recommendation comes weighted with trust and history. <\/span><strong>It&#8217;s a game-changer.<\/strong><\/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-f9d98a4 elementor-widget elementor-widget-heading\" data-id=\"f9d98a4\" 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<h4 class=\"elementor-heading-title elementor-size-default\">Demand Sage Data, 2023:<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-64fb113 elementor-widget elementor-widget-text-editor\" data-id=\"64fb113\" 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>Clearly, there is an audience out there \u2014 one that listens to 5 million+ podcasts across the globe.<\/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-a97f993 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"a97f993\" 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\">There are 464.7 million podcast listeners globally as of 2023. This number is predicted to reach 504.9 million by the end of 2024.<\/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\">The podcast industry market size is 23.56 billion in 2023.<\/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\">The United States has the most podcast listeners in the world. The U.S. is predicted to have more than 100 million active podcast listeners in 2023.<\/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\">One-third of the American Population listens to podcasts regularly.<\/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\"> Smart speaker sales increased by 22% during the pandemic, and it is one the most popular channels to listen to audio content.<\/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\">160 million U.S. citizens have listened to podcasts at least once.<\/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\">78% of the U.S. population is aware of podcasts. Out of which, 28% listen to podcasts weekly.<\/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\">160 million U.S. citizens have listened to podcasts at least once.<\/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\">Podcast listening is highest in the morning, and most podcasts are on mobile phones.<\/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-15bb7dd elementor-widget elementor-widget-text-editor\" data-id=\"15bb7dd\" 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 style=\"text-align: center;\"><b>90% of podcast listeners feel that podcast advertising influences their purchasing decisions. (MarketSplash, 2023)<\/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-11fab32 elementor-widget elementor-widget-text-editor\" data-id=\"11fab32\" 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 advertising is just for direct response advertisers\u2014 For many more prominent brands with broader campaign objectives; there are new capabilities in podcasting that level the playing field with other digital media. Sure, podcasts are great for a direct response ad, but now they can also be dynamically timed to play seasonally and geographically \u2014 and change often.<\/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-9b24eaf elementor-widget elementor-widget-text-editor\" data-id=\"9b24eaf\" 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<h5><strong>Common Podcast Ad Myths<\/strong><\/h5><p>Over time, many misconceptions about podcast advertising and its ability to reach and convert have emerged. In this article, <a href=\"https:\/\/zj9rifyh9s.onrocket.site\/blog\/debunking-3-podcast-advertising-myths\/\">Debunking 3 Podcast Myths,<\/a> Dave Hanley, Chief Revenue Officer at Libsyn&#8217;s Advertisecast Marketplace, tackles these myths one-on-one.<\/p><ul><li><strong>All podcast ads are created equal<\/strong> \u2014 Much like other media advertisements, this is untrue. Learn about the approaches and nuances that make a podcast ad successful.<\/li><li><strong>Smaller, independent podcasts are a risky investment<\/strong> \u2014 Not only NOT true, but niche podcasts with popular podcast hosts are often the best target audience if skillfully managed.<\/li><li><strong>Podcast advertising is just for direct response advertisers<\/strong>\u2014 For many more prominent brands with broader campaign objectives; there are new capabilities in podcasting that level the playing field with other digital media. Sure, podcasts are great for a direct response ad, but now they can also be dynamically timed to play seasonally and geographically \u2014 and change often.<\/li><\/ul>\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-19a76e3 elementor-widget elementor-widget-text-editor\" data-id=\"19a76e3\" 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>Today, podcast advertising presents an enormous opportunity to connect with incredibly hard-to-find market segments while offering great flexibility.<\/p><p>For creators, Libsyn&#8217;s AdvertiseCast marketplace provides opportunities to get started with <a href=\"https:\/\/libsyn.com\/podcast-monetization\/\">podcast monetization <\/a>upon reaching certain audience thresholds. Podcast ads are just one of those opportunities available to creators at every <a href=\"https:\/\/libsyn.com\/plans-and-pricing\/\">Libsyn plan level<\/a>.<\/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-10673bb elementor-widget elementor-widget-heading\" data-id=\"10673bb\" 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\">Podcast Ad Types Explained<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7398780 elementor-widget elementor-widget-image\" data-id=\"7398780\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"512\" data-src=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Podcast-ads-types.jpg\" class=\"attachment-large size-large wp-image-14152 lazyload\" alt=\"Graphic Listing the variety of podcast ad types to be explained: Dynamic, Programmatic, Host-Read and Baked-In\" data-srcset=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Podcast-ads-types.jpg 1024w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Podcast-ads-types-300x150.jpg 300w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Podcast-ads-types-768x384.jpg 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" title=\"Podcast-ads-types - Official Libsyn Blog\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/512;\" \/>\t\t\t\t\t\t\t\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-c1cf6b7 elementor-widget elementor-widget-text-editor\" data-id=\"c1cf6b7\" 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>Like any industry, podcast advertising has its vocabulary for categorizing, producing, running, and measuring advertisements. It is helpful to get to know these terms as you begin to consider podcast advertising for your podcast. The information below will help you understand what podcast ad rates and formats are available AND help you assess if your podcast is ready for ads.<\/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-ba91efd elementor-widget elementor-widget-heading\" data-id=\"ba91efd\" 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<h3 class=\"elementor-heading-title elementor-size-default\">1. Host-Read Podcast Advertising<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9c5a4a elementor-widget elementor-widget-text-editor\" data-id=\"e9c5a4a\" 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><span style=\"font-weight: 400;\">This is as simple as it sounds: YOU, the podcast host, record the audio advertising as part of your raw recording (baked-in advertising) OR as a separate audio recording inserted (via ad server technology) into your podcast at pre-determined ad slots (dynamic advertising). The primary benefit is that it is YOUR voice and sounds like a native ad. Podcast listeners tend not to skip over these as readily as audio from some strange voice in your content.<\/span><\/p><p><span style=\"font-weight: 400;\">The host-read ad is like a real friend recommending a product or service. This is especially true when the host uses the product or service themselves and provides a first-hand account of its usefulness within podcast advertising plays.<\/span><\/p><p><span style=\"font-weight: 400;\">This ad format can be placed anywhere within traditional pre-, mid-, and post-roll ad slots. We talk about ad slots more below.<br \/><br \/><em>Note: host-read ads tend to perform better than all other forms of podcast advertising and are highly sought after, commanding a higher CPM.<\/em><br \/><\/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-4159134 elementor-widget elementor-widget-heading\" data-id=\"4159134\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u2705 Advertiser and Creator Benefits<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5735f0f elementor-widget elementor-widget-text-editor\" data-id=\"5735f0f\" 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<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The podcast ad sounds natural to your audience<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The advertising can play throughout the content.\u00a0<\/span><span style=\"font-weight: 400;\">Note that the vast majority of podcast advertising calls for mid-roll positioning (within your content and not at the beginning or end of an episode).<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The ad can be recorded with your regular content (the ad is &#8220;baked-in&#8221; to the episode\u2019s audio file) or as a separate<\/span><span style=\"font-weight: 400;\"> audio clip <\/span><span style=\"font-weight: 400;\">to be dynamically inserted where appropriate.<\/span><\/li><\/ul>\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-9a918af elementor-widget elementor-widget-video\" data-id=\"9a918af\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/aRItI24gzwU?si=JYbjJjdyOWRrTsV3&quot;,&quot;video_type&quot;:&quot;youtube&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<div class=\"elementor-element elementor-element-54085f1 elementor-widget elementor-widget-text-editor\" data-id=\"54085f1\" 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><strong>Video Tip: <\/strong>Watch the <a href=\"https:\/\/youtu.be\/aRItI24gzwU?si=JYbjJjdyOWRrTsV3\">Podcast Advertising<\/a> video. <span class=\"yt-core-attributed-string yt-core-attributed-string--white-space-pre-wrap\"><span class=\"yt-core-attributed-string--link-inherit-color\">We answer the most common podcast advertising questions from Libsyn&#8217;s AdvertiseCast Marketplace team.<\/span><\/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-17068f3 elementor-widget elementor-widget-spacer\" data-id=\"17068f3\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\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-ab4d199 elementor-widget elementor-widget-heading\" data-id=\"ab4d199\" 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<h3 class=\"elementor-heading-title elementor-size-default\">2. Baked-in Podcast Advertising\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ded1842 elementor-widget elementor-widget-text-editor\" data-id=\"ded1842\" 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><span style=\"font-weight: 400;\">Baked-in ads are any ads recorded or edited into the original mp3 or wav file of a podcast episode. These ads are typically host-read and recorded within the original podcast recording.\u00a0\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-8b5f004 elementor-widget elementor-widget-heading\" data-id=\"8b5f004\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u2705 Creator Benefits<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8016e6c elementor-widget elementor-widget-text-editor\" data-id=\"8016e6c\" 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<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Some brands will pay a premium for this opportunity.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The ads can be recorded within your regular content workflow.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Some brands provide products to the creator to test or try before ad creation.<\/span><\/li><\/ul>\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-8ee2ed2 elementor-widget elementor-widget-heading\" data-id=\"8ee2ed2\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u2705 Advertiser Benefits<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb86d3d elementor-widget elementor-widget-text-editor\" data-id=\"bb86d3d\" 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<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ads are baked into your content for life \u2014 a permanent brand endorsement\u00a0<\/span><span style=\"font-weight: 400;\">with longtail value, particularly within shows producing &#8220;evergreen&#8221; content that will continue to see listener traffic over time.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The ad is natural sounding and flows within the content.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The target audience, who perceives the brand&#8217;s endorsement as one that supports the creator they have come to love, forms a potentially deeper relationship with the brand.<\/span><\/li><\/ul>\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-42dae22 elementor-widget elementor-widget-heading\" data-id=\"42dae22\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u26a0\ufe0f Creator Considerations<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8432de7 elementor-widget elementor-widget-text-editor\" data-id=\"8432de7\" 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><span style=\"font-weight: 400;\">Baked-in ads live in your content \u2026 forever. Or at least unless you edit them out and replace the episode file. So, a year from now, the ad risks being outdated. For instance, say a True Crime podcast runs an ad for a clothing company offering 20% off inventory before the holiday season. Suppose a new listener discovers the show in June of the following year. In that case, they&#8217;ll likely listen to older episodes, at which point the deal and promo code promoted are no longer valid\/available.<\/span><\/p><p><span style=\"font-weight: 400;\">Also, if you and your advertiser ever break up, your old episodes won&#8217;t.\u00a0\u00a0\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">There is a lot to consider when recording a baked-in ad. If the relationship with the advertiser is more of a podcast sponsorship, you know it will endure the test of time and be more ever-green in its offer. This may be an ad format to consider, and your advertiser may be willing to pay a premium.<\/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-086f35d elementor-widget elementor-widget-heading\" data-id=\"086f35d\" 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<h3 class=\"elementor-heading-title elementor-size-default\">3. Dynamic Podcast Advertising<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0f98a99 elementor-widget elementor-widget-text-editor\" data-id=\"0f98a99\" 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><span style=\"font-weight: 400;\">Dynamic, host-read ads are the solution to the cons of baked-in advertising. They can still be host-read and sound natural, or they can be a pre-recorded audio ad provided by the advertiser. In both cases, the placement is determined by ad markers you create via your ad platform or podcast host.<\/span><\/p><p><span style=\"font-weight: 400;\">Platforms like Libsyn help you easily create ad markers in your podcast episode if you are enrolled in our automatic ads program or are working with AdvertiseCast. The ad can be placed in natural conversation breaks when creating content for your episodes. Libsyn will never automatically insert advertising into your podcast without your permission.<\/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-9bc680a elementor-widget elementor-widget-heading\" data-id=\"9bc680a\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u2705 Creator Benefits<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e5fc202 elementor-widget elementor-widget-text-editor\" data-id=\"e5fc202\" 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<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Monetize all podcast episodes \u2014 not just newly recorded content.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Accept ads they did not personally record or create.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retain control over what brands can advertise in your content. <\/span><\/li><\/ul>\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-60cc0ac elementor-widget elementor-widget-heading\" data-id=\"60cc0ac\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u2705 Advertiser Benefits<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05da392 elementor-widget elementor-widget-text-editor\" data-id=\"05da392\" 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<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ads can be host-read or pre-recorded creative.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Deploy time-sensitive campaigns &amp; promotions.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Geographic targeting is possible \u2014 optimizing ad spend and budgets.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consecutive campaigns can be planned based on seasonal business needs \u2014 product launches or sales.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Updated creative can be quickly deployed.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Better measurement and reporting data options are available.<\/span><\/li><li aria-level=\"1\"><span style=\"font-weight: 400;\">Ability to work with a variety of attribution partners (also referred to as pixel tracking \u2014 a feature often required by advertisers \u2014 without the need to install multiple RSS prefixes. Instead, publishers can simply attach a dynamic &#8220;tracking pixel&#8221; to their ad read.)<\/span><\/li><\/ul>\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-1a7581f elementor-widget elementor-widget-heading\" data-id=\"1a7581f\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u26a0\ufe0f Creator and Advertiser Considerations<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02e05fb elementor-widget elementor-widget-text-editor\" data-id=\"02e05fb\" 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><span style=\"font-weight: 400;\">Download and\/or impression requirements for podcasters to participate in these campaigns are higher and not ideal if you are a small show just learning <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/libsyn.com\/how-to-start-a-podcast\/\">how to start a podcast. <\/a><\/span><span style=\"font-weight: 400;\">Be advised that dynamic campaigns are tracked by &#8220;impressions,&#8221; which are always lower than the standard &#8220;download&#8221; metric used to track baked-in spots.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Many more prominent national brands are making big media buys and looking for 10,000 to 15,000 minimum monthly U.S. downloads per show to invest.\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-2ea48a1 elementor-widget elementor-widget-image\" data-id=\"2ea48a1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" data-src=\"https:\/\/libsyn.com\/blog\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" title=\"\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 1200px; --smush-placeholder-aspect-ratio: 1200\/800;\" \/>\t\t\t\t\t\t\t\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-fa5896a elementor-widget elementor-widget-heading\" data-id=\"fa5896a\" 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<h3 class=\"elementor-heading-title elementor-size-default\">4. Programmatic (or What We Call Automatic) Ads<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c56d94b elementor-widget elementor-widget-text-editor\" data-id=\"c56d94b\" 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><span style=\"font-weight: 400;\"><a href=\"https:\/\/libsyn.com\/automatic-podcast-ads\/\">Programmatic podcast ads<\/a> are an automated buying and selling of podcast ad inventory that allows advertisers to reach specific audience segments based on data. These work differently than baked-in or dynamic host-read ads.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">With programmatic podcast ad delivery, the creator opts out of ad categories and designates traditional ad slots of pre-, mid-, and post-roll. The advertising platform technology delivers the ad to the listener based on targeting criteria: geo-location, demographic, and ad categories selected.<\/span><\/p><p><span style=\"font-weight: 400;\">Programmatic ads are usually pre-produced by an outside agency and typically not host-read. They are placed with ad marketplaces like Libsyn&#8217;s AdvertiseCast into a podcast network or aggregated group of podcast shows that have audience demographics aligning with their target market.<\/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-1324063 elementor-widget elementor-widget-heading\" data-id=\"1324063\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u2705 Creator Benefits<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f743e2 elementor-widget elementor-widget-text-editor\" data-id=\"6f743e2\" 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<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lower download and audience size requirements to participate.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can enroll in Libsyn&#8217;s Automatic Ads by meeting 2000 monthly U.S. downloads.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hands-free, passive monetization of current and back-catalog.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Exclude IAB Ad categories that don&#8217;t align with your brand.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There is no need to record or create new ads \u2014 just the podcast you love.<\/span><\/li><\/ul>\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-498cdf4 elementor-widget elementor-widget-heading\" data-id=\"498cdf4\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u2705 Advertiser Benefits<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-95f0ce9 elementor-widget elementor-widget-text-editor\" data-id=\"95f0ce9\" 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<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Target the niche audiences of smaller podcast shows.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brands can provide their ad creative to ensure ad and messaging consistency.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Same great opportunities as dynamic host-read ads:<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Deploy time-sensitive campaigns &amp; promotions<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Geographic targeting is possible \u2014 optimizing ad spend and budgets<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Consecutive seasonal campaigns \u2014 product launches or sales<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Updated creative can be quickly deployed<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Better measurement and reporting data options<\/span><\/li><\/ul><\/li><\/ul>\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-9705e15 elementor-widget elementor-widget-heading\" data-id=\"9705e15\" 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<h5 class=\"elementor-heading-title elementor-size-default\">\u26a0\ufe0f Creator Considerations<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a0504e elementor-widget elementor-widget-text-editor\" data-id=\"1a0504e\" 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<ul><li><span style=\"font-weight: 400;\">CPMs for programmatic ads are almost always lower than CPMs on host-read ads \u2014 in some cases, significantly lower. It\u2019s important to understand that many creators utilize host-read ads \u2014 both baked-in and dynamic \u2014 and programmatic ads in conjunction with one another. If a podcaster\u2019s ad inventory is not completely sold out with host-read opportunities, they can still supplement their income by accepting programmatic ads to help fill in the gaps. <\/span><\/li><li><span style=\"font-weight: 400;\">As a podcaster, you do not have the opportunity to approve the specific advertiser. Ads are grouped into specific IAB (International Advertising Bureau) categories. So, when you sign up for Programmatic Ads, like <\/span><a href=\"https:\/\/libsyn.com\/automatic-podcast-ads\/\"><span style=\"font-weight: 400;\">Libsyn Auto Ads,<\/span><\/a><span style=\"font-weight: 400;\"> you can select which categories you would like to omit, but you do not choose specific advertisers or brands. This allows Libsyn to deliver ads to your podcast more efficiently, maximizing the earning potential and contributing to a higher fill rate.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Learn more about Libsyn programmatic ads offering: <\/span><a href=\"https:\/\/libsyn.com\/automatic-podcast-ads\/\"><span style=\"font-weight: 400;\">Automatic Ads.<\/span><\/a><\/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-acaebdc elementor-widget elementor-widget-video\" data-id=\"acaebdc\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/AF7ie_SfyE8?si=E2NeU2caDiH8we15&quot;,&quot;video_type&quot;:&quot;youtube&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<div class=\"elementor-element elementor-element-df8237e elementor-widget elementor-widget-text-editor\" data-id=\"df8237e\" 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 style=\"padding-left: 40px;\"><strong><i>Video Tip: <\/i><\/strong><i><span style=\"font-weight: 400;\">IAB stands for <a href=\"https:\/\/youtu.be\/AF7ie_SfyE8?si=E2NeU2caDiH8we15\">Interactive Advertising Bureau<\/a> and provides the industry standard in podcast stats measurement. IAB stats are what advertisers look for when selecting podcasts to buy, making their decisions based on the strength of these trusted numbers rather than just on &#8220;how many downloads.&#8221; All Libsyn Stats are IAB certified.<\/span><\/i><\/p><p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">IAB categories are determined based on the IAB Content Taxonomy. The Content Taxonomy provides a &#8220;common language&#8221; that can be used when describing podcast content. This language is accepted and used across the industry to categorize podcasts and is commonly used for contextual targeting and brand safety.<\/span><\/i><\/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-4410356 elementor-widget elementor-widget-spacer\" data-id=\"4410356\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\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-47538e6 elementor-widget elementor-widget-heading\" data-id=\"47538e6\" 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\">Podcast Ad Placement<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fcc9e66 elementor-widget elementor-widget-text-editor\" data-id=\"fcc9e66\" 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><span style=\"font-weight: 400;\">Regardless of the type of audio ads your podcast is running, they will play everywhere your podcast is distributed. This includes places like Apple Podcasts. Podcast advertising platforms and ad networks insert the audio ads into your episodes and deliver them to the podcast listening app of your audience&#8217;s choice. One of your super fans might be listening to your podcast on Spotify and another on Apple Podcasts, but both will hear the same advertisements.<\/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-4ca4d1c elementor-widget elementor-widget-image\" data-id=\"4ca4d1c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"512\" data-src=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/podcast-ad-slots.jpg\" class=\"attachment-large size-large wp-image-14148 lazyload\" alt=\"Graphic showing how ad slots are placed in podcast audio pre-, mid-, and post-roll.\" data-srcset=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/podcast-ad-slots.jpg 1024w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/podcast-ad-slots-300x150.jpg 300w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/podcast-ad-slots-768x384.jpg 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" title=\"podcast-ad-dynamic-ad-slots - Official Libsyn Blog\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/512;\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\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-2bb891b elementor-widget elementor-widget-text-editor\" data-id=\"2bb891b\" 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<span style=\"font-weight: 400;\">Podcast ads are generally grouped into three types of ad slots. These include pre-roll, post-roll, and mid-roll. Regardless of the type of ad you are running \u2014 baked-in, dynamic, programmatic, or podcast sponsorship \u2014 ad buys are made with these ad slots in mind.<\/span>\n\n<span style=\"font-weight: 400;\">Whenever you create an ad marker in an episode on a service like Libsyn, it will fall into one of these categories and contribute to your overall ad inventory.<\/span>\n\n<span style=\"font-weight: 400;\">Your ad inventory is what is sold to advertisers.<\/span>\n\n<span style=\"font-weight: 400;\">The ad&#8217;s placement can impact the ROI for both the podcaster and the advertiser.<\/span>\n\n<span style=\"font-weight: 400;\">However, the more ad slots, the better should not be your strategy. Careful consideration of your audience and the length of your content should be top of mind. Never risk alienating your podcast listeners with too many ad slots. Note that your audience is the most important thing to remember when selling ad space in your podcast.<\/span>\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-35e41f9 elementor-widget elementor-widget-text-editor\" data-id=\"35e41f9\" 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<h5><b>Pre-Roll Ads<\/b><\/h5><ul><li style=\"list-style-type: none;\"><ul><li aria-level=\"2\">These are ad spots placed BEFORE the episode runs OR within the first few minutes of the episode.\u00a0\u00a0<\/li><li aria-level=\"2\">You can have more than one.<\/li><\/ul><\/li><\/ul>\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-371e04f elementor-widget elementor-widget-text-editor\" data-id=\"371e04f\" 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<h5><b>Mid-Roll Ads\u00a0<\/b><\/h5><ul><li style=\"list-style-type: none;\"><ul><li aria-level=\"2\">These ads are placed DURING the podcast episode&#8217;s run.\u00a0<\/li><li aria-level=\"2\">Mid-roll ads represent the most sought-after ad position by advertisers and typically produce higher CPMs than pre- or post-roll ads.\u00a0<\/li><li aria-level=\"2\">You can also have more than one Mid-roll ad.<\/li><\/ul><\/li><\/ul>\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-80beaa3 elementor-widget elementor-widget-text-editor\" data-id=\"80beaa3\" 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<h5><b>Post-Roll Ads<\/b><\/h5><ul><li style=\"list-style-type: none;\"><ul><li aria-level=\"2\">These are ads placed AFTER podcast episodes run.<\/li><li aria-level=\"2\">Again, you can have more than one, but we advise in the 1-2 range.<\/li><\/ul><\/li><\/ul>\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-0917346 elementor-widget elementor-widget-text-editor\" data-id=\"0917346\" 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\tLibsyn podcasters who work with Libsyn&#8217;s AdvertiseCast Marketplace can allow AdvertiseCast to automatically place pre-and post-roll ads without the work of manually adding markers for each episode, but can also place ad markers using Libsyn&#8217;s slot picker as seen below.\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-dd2a0f4 elementor-widget elementor-widget-image\" data-id=\"dd2a0f4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"549\" data-src=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Screenshot-2023-09-20-at-25650-PM-1024x549.png\" class=\"attachment-large size-large wp-image-14336 lazyload\" alt=\"Screen shot showing how ad slots are placed in a podcast with Libsyn\" data-srcset=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Screenshot-2023-09-20-at-25650-PM-1024x549.png 1024w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Screenshot-2023-09-20-at-25650-PM-300x161.png 300w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Screenshot-2023-09-20-at-25650-PM-768x411.png 768w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Screenshot-2023-09-20-at-25650-PM-1536x823.png 1536w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Screenshot-2023-09-20-at-25650-PM.png 1792w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" title=\"Podcast advertising-Ad-slots - Official Libsyn Blog\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/549;\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><a href=\"https:\/\/five.libsynsupport.com\/hc\/en-us\/articles\/13926989409435-Manage-Automatic-Ad-Settings-for-an-Episode\">More on The Libsyn Slot Picker<\/a><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\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-258c3d8 elementor-widget elementor-widget-text-editor\" data-id=\"258c3d8\" 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>However, you want to avoid exploiting your listeners&#8217; generosity. Be sure to consider how long your episode is before including multiple ads. Building and protecting your podcast audience experience is critical to maintaining your authority\/popularity as a host when considering how many ads you want to include.<\/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-1fb4d62 elementor-widget elementor-widget-text-editor\" data-id=\"1fb4d62\" 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 style=\"padding-left: 40px;\"><b>Recommended Number of Ads Per Episode for Episode Length<\/b><\/p><ul><li style=\"list-style-type: none;\"><ul><li><span style=\"font-weight: 400;\">&lt;15 min. 1-2<\/span><\/li><li><span style=\"font-weight: 400;\">15-45 min. 2-3<\/span><\/li><li><span style=\"font-weight: 400;\">45-60 min. 4-5<\/span><\/li><li><span style=\"font-weight: 400;\">60+ min. Depending on the length, use your judgment<\/span><\/li><\/ul><\/li><\/ul>\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-855385e elementor-widget elementor-widget-spacer\" data-id=\"855385e\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\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-71bc3aa elementor-widget elementor-widget-heading\" data-id=\"71bc3aa\" 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\">Podcast Advertising Success Metrics<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-35f0a97 elementor-widget elementor-widget-text-editor\" data-id=\"35f0a97\" 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><span style=\"font-weight: 400;\">Success metrics for the advertiser or media buyer who is investing in podcast advertising can vary from one podcast ad campaign to the next and are impacted by the ad buy, advertiser, and ad type. However, there are common forms of measurement used to verify that podcast consumers are listening to the campaigns&#8217; ads.<\/span><\/p><p><span style=\"font-weight: 400;\">This is what measurement is all about for brands \u2014 ROI. If I invest in podcast advertising, will I see a bump in sales, will brand awareness increase, will codes be redeemed, will my ads run, and will the podcast listeners take action? From the stats above, we know the answer is yes, and that success is verified with the tracking and measurement options below.<\/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-d557463 elementor-widget elementor-widget-heading\" data-id=\"d557463\" 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<h3 class=\"elementor-heading-title elementor-size-default\">Impressions<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb4e790 elementor-widget elementor-widget-text-editor\" data-id=\"bb4e790\" 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><span style=\"font-weight: 400;\">Impressions, when referring to podcast ads, are the number of times a podcast audience member is presented with an advertisement in totality on a podcast episode. This term is only utilized in reference to dynamic or programmatic inserted audio ads \u2014 never baked-in.<\/span><\/p><p><span style=\"font-weight: 400;\">Impressions offer a more precise view of how many people have heard an ad by considering variables like listener drop-off, skipped ads, etc. For example, your latest podcast episode was played 100 times. Inevitably, some of those listeners may choose to skip through the ads. The download metric cannot account for this scenario. Episode downloads measure interaction at the episode level, while impressions track interaction with the ad.<\/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-f4a5ef9 elementor-widget elementor-widget-heading\" data-id=\"f4a5ef9\" 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<h3 class=\"elementor-heading-title elementor-size-default\">Attribution<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a93c993 elementor-widget elementor-widget-text-editor\" data-id=\"a93c993\" 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><span style=\"font-weight: 400;\">Attribution is the term used when referring to tracking the performance of an ad. There are two primary means of Attribution: Pixel tracking and Prefix Tracking. Both validate impressions.<\/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-2765376 elementor-widget elementor-widget-heading\" data-id=\"2765376\" 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<h5 class=\"elementor-heading-title elementor-size-default\">Pixel tracking<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5419bf elementor-widget elementor-widget-text-editor\" data-id=\"d5419bf\" 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><span style=\"font-weight: 400;\">Pixel tracking uses a piece of code in a dynamically inserted ad that can have a corresponding code on an advertiser&#8217;s website. When an audience member listens to an ad with pixel tracking, that counts as an impression. When they visit the advertiser&#8217;s website, that impression becomes a conversion.\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-3bafd33 elementor-widget elementor-widget-heading\" data-id=\"3bafd33\" 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<h5 class=\"elementor-heading-title elementor-size-default\">Prefix tracking<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e0224fc elementor-widget elementor-widget-text-editor\" data-id=\"e0224fc\" 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><span style=\"font-weight: 400;\">Prefix tracking uses a code placed on the RSS feed called a Prefix that connects to an external tracking service, such as Podtrac.<\/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-5130af8 elementor-widget elementor-widget-heading\" data-id=\"5130af8\" 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<h3 class=\"elementor-heading-title elementor-size-default\">Downloads<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-189e05f elementor-widget elementor-widget-text-editor\" data-id=\"189e05f\" 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><span style=\"font-weight: 400;\">Podcast downloads may still be the critical measurement metric in some ad buys, like baked-in ads or sponsorships. It is essential as a qualifying and measurement metric. Your podcast&#8217;s downloads help inform the ad networks and media buyers approximately how many monthly impressions you might have and indicate the popularity of your podcast.<\/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-df878b3 elementor-widget elementor-widget-heading\" data-id=\"df878b3\" 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\">Revenue from Podcast Ads<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3bca558 elementor-widget elementor-widget-text-editor\" data-id=\"3bca558\" 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><span style=\"font-weight: 400;\">Podcast Advertising payouts for podcasters are typically based on<\/span>\u00a0<span style=\"font-weight: 400;\">CPM<\/span><span style=\"font-weight: 400;\"> (cost per thousand) rates. This is per 1000 impressions, not per 1000 downloads for dynamic ads. Baked-in ads still use the download metric. <\/span><\/p><p><span style=\"font-weight: 400;\">Despite some popular beliefs, a gigantic podcast sponsorship payout is uncommon. Large brands don&#8217;t frequently sponsor podcasts long-term as their internal ad budgets fluctuate. Just like advertising budgets for purchasing podcast ads go up and down, podcasters should also expect some fluctuation in ad revenue from their podcast.<\/span><\/p><p><span style=\"font-weight: 400;\">Think about how many commercials you see for seasonal products or services. Tax-related services do more advertising around tax season, so we expect them to have a larger ad budget around that same time. They may invest in a pre-recorded ad for their services and want to buy ad space in a personal finance-related podcast, but those same ad dollars won&#8217;t be spent mid-summer. <\/span><\/p><p><span style=\"font-weight: 400;\">Your ad revenue may spike during a couple of months of the year and stay relatively flat during other months. Just like other businesses&#8217; your ad sales revenue will likely be seasonal.<\/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-98f5ccb elementor-widget elementor-widget-heading\" data-id=\"98f5ccb\" 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<h3 class=\"elementor-heading-title elementor-size-default\">CPM (Cost Per Thousand)<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d2cc72 elementor-widget elementor-widget-text-editor\" data-id=\"7d2cc72\" 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><span style=\"font-weight: 400;\">With Libsyn&#8217;s AdvertiseCast Marketplace, automatic podcast advertising revenue is based on CPM. In simpler terms, the CPM rate is how much podcast ads cost media buyers to purchase 1000 impressions of their ad in your podcast. It&#8217;s what the advertiser pays, not a straight translation of what you, the podcaster, are guaranteed to make. CPM rates fluctuate monthly, and Libsyn publishes AdvertiseCasts <\/span><a href=\"https:\/\/www.advertisecast.com\/podcast-advertising-rates\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">For instance, in March 2023, the average CPM rate was $22.19 for a 60-second ad spot, and the three highest CPM categories based on delivered advertising were Technology ($26), Education ($25), and Business ($24). These podcast ad rates are what buyers are paying per 1000 impressions.<\/span><\/p><p><span style=\"font-weight: 400;\">Your earning potential depends on your audience size, fill rate, and revenue share. Specific genres\/categories are in higher demand, so shows with a smaller audience can still generate substantial revenue.<\/span><\/p><p><span style=\"font-weight: 400;\">Many platforms also have a minimum threshold to issue payment, typically around the $20-30 dollar range. If you can&#8217;t meet that threshold, it may be a few months before you make any money if you barely get 1,000 downloads a month.<\/span><\/p><p><b>Fill Rate: <\/b><span style=\"font-weight: 400;\">This term refers to the number of dynamic ad breaks filled relative to the overall number available. For example, let&#8217;s assume your podcast places four dynamic ad markers per episode ( 1 pre-roll, two midroll, and one post-roll), and over the course of one month, you saw 20,000 unique downloads. Hypothetically, that would indicate 80,000 possible opportunities to serve a dynamic ad.<\/span><\/p><p><span style=\"font-weight: 400;\">However, we must remember to account for listener drop-offs, skipped ads, downloads that have yet to be listened to, etc. Let&#8217;s assume the number of possible opportunities for an ad to be served is closer to 60,000. Of those 60,000 opportunities, 35,000 impressions were served\/consumed, equating to a 58% fill rate.<\/span><\/p><p><span style=\"font-weight: 400;\">Your fill rate can and will vary monthly based on various factors. That said, Libsyn always strives to bring you the highest possible fill rate, with the understanding that an ad served at a lower CPM is still better than no CPM at all (i.e., letting the ad slot go unused).<\/span><\/p><p><span style=\"font-weight: 400;\">Want to estimate how much your podcast could earn? Check out this <\/span><a href=\"https:\/\/www.advertisecast.com\/podcast-advertising-calculator\"><span style=\"font-weight: 400;\">Podcast Advertising Revenue Calculator.<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">While the calculator does not accurately represent your earning potential, it&#8217;s a great way to show you what impacts that potential. It calculates possible earnings after entering all the information we have discussed (how many episodes you have, potential ad slots, current &amp; back catalog). It also factors in the revenue share of the ad marketplace and the fill rate.<\/span><\/p><p><span style=\"font-weight: 400;\">Every ad marketplace takes a cut of ad revenue. That cut goes to funding the work to calculate the value of a podcast, manage campaigns, and attract advertisers. It also pays for the work and the tech that go into the relationship with the ad buyer \u2014 the campaign setup, ad creation, and reporting and payment. With all the work, No wonder so many podcasters choose to work with AdvertiseCast. It is a revenue share well spent and time saved when you consider what it would take to manage this personally.<\/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-f654cc6 elementor-widget elementor-widget-image\" data-id=\"f654cc6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.advertisecast.com\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"193\" data-src=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Libsyn_AC_Logo-1-768x193.png\" class=\"attachment-medium_large size-medium_large wp-image-14199 lazyload\" alt=\"\" data-srcset=\"https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Libsyn_AC_Logo-1-768x193.png 768w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Libsyn_AC_Logo-1-300x75.png 300w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Libsyn_AC_Logo-1-1024x257.png 1024w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Libsyn_AC_Logo-1-1536x385.png 1536w, https:\/\/libsyn.com\/blog\/wp-content\/uploads\/2023\/07\/Libsyn_AC_Logo-1-2048x514.png 2048w\" data-sizes=\"(max-width: 768px) 100vw, 768px\" title=\"Libsyn_AC_Logo - Official Libsyn Blog\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 768px; --smush-placeholder-aspect-ratio: 768\/193;\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\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-a912b1b elementor-widget elementor-widget-heading\" data-id=\"a912b1b\" 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\">Working with an Ad Marketplace<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0fa7c3e elementor-widget elementor-widget-text-editor\" data-id=\"0fa7c3e\" 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><span style=\"font-weight: 400;\">While you can seek out podcast sponsorship ad deals, advertising marketplaces like Libsyn&#8217;s AdvertiseCast were created to connect content creators and media buyers, streamlining and standardizing the process for everyone.<\/span><\/p><p><span style=\"font-weight: 400;\">Libsyn&#8217;s AdvertiseCast Marketplace combines an industry-leading ad buying and management platform with full-service capabilities. They make it easy for podcast advertisers to initiate and manage highly targeted and measurable campaigns while providing maximum returns for creators.<\/span><\/p><p><span style=\"font-weight: 400;\">Thousands of podcasters choose to work exclusively with AdvertiseCast for ad sales. This ensures that the ad marketplace can sell its full content catalog and maximize the creator&#8217;s fill rate.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Libsyn expanded to Europe by acquiring <\/span><a href=\"https:\/\/www.julep.de\/en\/\"><span style=\"font-weight: 400;\">Julep<\/span><\/a><span style=\"font-weight: 400;\">, providing more international podcast advertising revenue opportunities for the world&#8217;s favorite podcasts.<\/span><\/p><p><span style=\"font-weight: 400;\">Want to learn more about podcast advertising and working with a marketplace? This video featuring podcast ad expert Dave Hanley gives you an in-depth look.\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-1193f54 elementor-widget elementor-widget-heading\" data-id=\"1193f54\" 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<h3 class=\"elementor-heading-title elementor-size-default\">Podcasters that Work with AdvertiseCast<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e55a14 elementor-widget elementor-widget-text-editor\" data-id=\"8e55a14\" 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><span style=\"font-weight: 400;\">AdvertiseCast represents the ad inventory for 2,900+ podcasts and more than $50 million in advertising earnings for podcasters in 2022.<\/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-1fda3be elementor-widget elementor-widget-heading\" data-id=\"1fda3be\" 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<h3 class=\"elementor-heading-title elementor-size-default\">Podcasters that Work with Julep<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-155d787 elementor-widget elementor-widget-text-editor\" data-id=\"155d787\" 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><span style=\"font-weight: 400;\">Individual podcasters and entire podcast networks work with our U.S. and international teams from Julep and AdvertiseCast. They make it easy for advertisers to find podcasts that will provide brand ROI and for podcasters to stay focused on their craft and grow their 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-b60a9f9 elementor-widget elementor-widget-heading\" data-id=\"b60a9f9\" 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\">Not Quite Ready for Podcast Ads?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-055dfed elementor-widget elementor-widget-text-editor\" data-id=\"055dfed\" 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><span style=\"font-weight: 400;\">Podcast advertising is not for every podcaster. It is optional. However, podcast advertising could be the solution if you have invested a lot of time in your content and your audience and are looking for ways to cover the cost of these investments. Podcast subscriptions might be as well \u2014 or both!<\/span><\/p><p><span style=\"font-weight: 400;\">Libsyn&#8217;s Glow is a subscription platform that does all the heavy back-end lifting regarding payments so that you can provide exclusive, members-only content for your subscribers! Even if you monetize your free content with ads, you can offer ad-free content to paying subscribers.<\/span><\/p><p><span style=\"font-weight: 400;\">The landscape of podcast advertising is ever-evolving, but Libsyn&#8217;s AdvertiseCast and Julep&#8217;s commitment to podcasters and advertisers continue to create new opportunities for both. After all \u2014 they&#8217;re a perfect match.<\/span><\/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<div class=\"elementor-element elementor-element-2ea7afc e-flex e-con-boxed e-con e-parent\" data-id=\"2ea7afc\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1806736 e-flex e-con-boxed e-con e-parent\" data-id=\"1806736\" 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-14337 elementor-widget elementor-widget-heading\" data-id=\"14337\" 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\">Podcast Ad Placement<\/h2>\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>Podcasts &amp; Advertising \u2014 A Mutual Media Match Over time and many episodes, podcasters and their audiences grow increasingly interconnected. This partnership is what makes podcast advertising so effective. Podcasters thrive on audience feedback and enthusiasm and, in turn, provide an in-your-ear audio experience that reflects this sincere, open dialogue. 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06:12:39","breadcrumb_settings":null,"limit_modified_date":false,"open_ai":"{\"title\":{\"suggestions\":[],\"usage\":0},\"description\":{\"suggestions\":[],\"usage\":0}}","ai":null,"created":"2023-06-16 19:15:42","updated":"2025-10-09 06:12:39"},"aioseo_breadcrumb":"<div class=\"aioseo-breadcrumbs\"><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/libsyn.com\/blog\" title=\"Home\">Home<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/libsyn.com\/blog\/category\/podcast-monetization\/\" title=\"Podcast Monetization\">Podcast Monetization<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/libsyn.com\/blog\/category\/podcast-monetization\/podcast-advertising\/\" title=\"Advertising\">Advertising<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\tPodcast Ads: Programmatic, Dynamic, and Host-read Podcast Advertising Basics\n<\/span><\/div>","aioseo_breadcrumb_json":[{"label":"Home","link":"https:\/\/libsyn.com\/blog"},{"label":"Podcast Monetization","link":"https:\/\/libsyn.com\/blog\/category\/podcast-monetization\/"},{"label":"Advertising","link":"https:\/\/libsyn.com\/blog\/category\/podcast-monetization\/podcast-advertising\/"},{"label":"Podcast Ads: Programmatic, Dynamic, and Host-read Podcast Advertising 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