When most people think of podcast ads they think about recording the episode and mentioning the brand a couple of times during the recording. This style of advertising is called a “baked in” ad. Meaning that the advertisement is baked into the audio and cannot but removed from the audio. If you’ve sold the episodes as sponsored content, you’re in this category.
Another way to sell ads into your podcast is to “dynamically insert” ads into your episodes post-production using your podcast hosting form (Resonate). This is a great idea because:
You can change the advertisers after the campaign is done. Most companies are cool with advertising for 60 days as they can usually track conversion by then, meaning they know how well the ad performed.
If you’ve been recording your podcast for some time you can insert ads into your back catalog. You heard that right, make money with the podcasts you’ve already created. Podcasts are on-demand, meaning that people regularly binge listen to the content.
Sell multiple Ads for 1 episode. If you’re having on a guest that you know will attract advertisers from different industries. Sell multiple midrolls ads for the event.
You can control which audiences are served your ads. This is a Podcast advertising level expert move that I will cover in future workshops. Imagine telling a business I will serve your ads to married moms, who live in your headquarter city and make more than $70,000. You can get this detailed with advertising campaigns using demographic information collected by podcast platforms like Stitcher, Apple Podcasts, and Spotify.
Be careful here, make sure that you’re paying attention to your listenership as you start to dynamically insert ads into your podcast. If you inset 3 ads and your listeners drop that probably because your audience doesn’t want to hear these ads back to back. Try moving the timestamps around or effectively using pre-rolls, mid-roll, and post-roll locations.
