Everything You Need to Know About Dynamic Ad Insertion

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Everything You Need to Know About Dynamic Ad Insertion

woman recording and broadcasting a podcast or radio showPodcast advertising and monetization is the top question for many podcasters, whether their listenership is big or small. We have good news – selling ads on your podcast is easier than ever before with dynamic ad insertion. Whether you’ve been running ads or are just getting started, this blog lays out everything you need to know about dynamic ad insertion.

Podcast Advertising Basics

Before we walk through dynamic ad insertion, let’s review common types of podcast advertisements. In each episode, podcast advertisements can range in different formats, positions within the episode and frequency. Ads can be placed at the beginning, middle or end of a podcast episode, also known as pre-roll, mid-roll and post-roll. Pre- and post-roll ads typically run 15-30 seconds, while mid-roll ads can run for a minute.

Here are a few common ad formats:

What is Dynamic Ad Insertion?

Now that we’ve covered a few podcast advertising basics, let’s dive into the newest format of podcast advertising – dynamic ad insertion. With dynamic ad insertion, the podcaster leaves markers within the episode where a pre-recorded ad can be inserted and then ads are placed in when a listener downloads the episode. As the podcaster, you get to choose what pre-recorded ads you want inserted in each episode. These ads could target a specific audience or be more general – it all depends on what ads are available at the time of download. This allows you to record the episode in advance and sell ad inventory later.

Benefits of Dynamic Ad Insertion

There are many benefits to using dynamic ads over traditional static ads. Considerations and benefits for dynamic ads include:

Downsides of Dynamic Ad Insertion

While there are many benefits to dynamic ad insertion, there are a few downsides to keep in mind.

With these benefits and downsides to dynamic ads in mind, it’s up to you to decide if you want to try dynamic ad insertion.

Tracking the Success of Your Ads

No matter what type of advertising you use on your podcast, measuring the success of your ads is incredibly important. Using analytics is the best way to measure advertising success. Here are a few core metrics that are important to track:

When tracking these metrics, it’s important to evaluate which ads performed well and why. Did ad A perform better than ad B? Did targeting one podcast perform better than targeting another podcast? Which ad within the podcast performed better: pre-roll, mid-roll or post-roll? Did multiple ads in an episode work better than a single ad? Make notes of the ads that performed well and try to replicate those ads on future episodes.

There are also metrics you can track to measure the success of your episodes and podcast as a whole. To learn more about podcast metrics, read our podcast metrics blog and our deep dive into podcast subscriptions and downloads.

Get Started

No matter if you’re a podcast advertising pro or you’re just getting started, we recommend giving dynamic ad insertion a try. Need some help? Q’d Up can help you plan and produce your podcast and provide advertising expertise. Let us partner with you and take your podcast to the next level. Contact us today to get started.