Our vetting feature allows advertisers to send a quick survey to any chosen podcasts before a campaign even starts. The survey helps to gauge interest in the campaign and prevents unexpected declines from podcasts. No need to wait for networks to do the vetting, you can contact the hosts directly and get an immediate response. Let’s take a closer look at how it works!

As an advertiser, you can create a custom questionnaire designed to vet podcasts on the criteria that you set. Easily receive responses that help you better determine what podcasts are the perfect fit for your campaign. No more crossing your fingers and hoping the selected podcasts accept the pending campaign! Instead, gauge their interest right from the start.

After creating the survey, simply select the podcasts you want to vet, add a response due date, and wait for the interest to pour in!

Check out our Help Center for a full breakdown of the vetting process.

Our goal with vetting is to reduce unexpected declines and help advertisers find the exact right fit for their campaigns. We want to eliminate the game of “telephone” that comes with vetting shows. 

We’re constantly improving our product to create a seamless experience for advertisers and podcasters alike. We’re ecstatic to share these changes, and the many more to come, with you!

The post Get to Know Podcasts Before a Campaign Starts with RedCircle’s Vetting Process! appeared first on RedCircle Blog.

There are a few reasons why you might be stopping yourself from starting your podcasting journey. Maybe you’re unsure what equipment would be best to use, or you’re not sure if you have time in the day to record, or maybe you’re worried that it won’t work out the way you envisioned. All of these what-ifs are what’s stopping you from podcasting. Don’t worry, though, we’re here to help you defeat the doubts!

Overwhelmed by Technology

We get it, there are dozens and dozens of equipment and software dedicated to podcasting. Of course, it can be overwhelming to figure out which one is the right fit for you! Many beginner podcasters falsely believe that they need top-of-the-line recording equipment and editing software to just get started. It’s no secret that you don’t! Really, you just need a computer (or even a tablet) that’s capable of editing and a microphone that’s able to capture your voice.

You can use what’s already at your fingertips to start creating content. Plenty of podcasters, even currently well-known ones, started recording with whatever they could get their hands on. You don’t need to shell out hundreds of dollars to share your voice with the world. But, if you’re looking for some recommendations, we do have a few in our blog post here (including free ones!)

Finding the Time

Time is a scarce commodity these days, so it’s understandable that it may cause some hesitancy. We always have something to do, whether that be work or relaxation, our time is valuable. But that doesn’t mean it’s completely impossible to find a bit of time in the day to dedicate to podcasting. Especially if it’s something that you’ve been wanting to do for a while!

The key to finding time is to be okay with small moments. As we covered in our blog post, How to Start Your Own Podcast, there’s more work than you might expect that goes into creating a podcast. Not only recording and editing, but planning, researching, and practicing play an essential role in crafting an amazing podcast. This isn’t meant to discourage, but rather, to help understand the small moments in your routine where you can spend time working on your podcast. During your commute, you could edit your script or practice what you want to say, or on weekends when you have a breather you could spend a few minutes editing aspects of your podcast. Sneaking time in your day to focus on your podcast can help you cross the finish line.

Nothing beats dedicated time, though. If you’re able to, then finding a set time each week to sit down and really focus will make a world of difference. Hobbies and projects require committed time in order to see the light of day. Each of us has time in our day for what we deem as important. Mark your podcast as one of those priorities!

The Perfect Fit

With a sea of other shows, it can seem intimidating to share your work. But no one else has your voice, your opinions, and your unique outlook on life. Many beginner podcasters can get stuck at this stage – what’s the right thing to talk about? There’s no magic answer for what topic to cover, but we can share a secret with you; pick something you love and just go from there.

You don’t need to find the perfect topic, the perfect artwork, the perfect words, you just need to find something you are passionate about and speak on it. Your sincerity will pour through your listeners’ speakers if you choose something you care about.

Julie Cameron, the author of The Artist’s Way, puts it, well, perfectly: “Perfectionism thrives on comparison and competition. It doesn’t know how to say, ‘Good try,’ or ‘Job well done.’ The critic does not believe in creative glee–or any glee at all, for that matter.” It can be all too easy to look at other podcasters and compare your work to theirs. And doing so can create quite a discouraging effect. It may even stop you from trying at all.

Fear of Failure

Perfectionism couples almost too well with the fear of failure. A major obstacle for podcasters, and many other types of creators, is the fear of failure. The fear that what they put into the world is not going to unfold in the way they want, in a way they perceive as “successful.”

However, reframing the idea of failure can combat the very idea of fear. You might have heard it said before, but it bears repeating, there is no such thing as failure. You had the courage to share your ideas with the rest of the world and that in itself is success. If what you created isn’t exactly as you had hoped, then treat it as the learning experience it is! You learned how to craft, record, edit, and market a podcast. Those are indispensable skills that can carry you on to your next project. Just because one idea didn’t work out the way you thought it would doesn’t mean the next one won’t! And even better, you have that whole experience under your belt. You’re not starting from square one anymore.

Failure is scary, but it doesn’t have to be. If you’re passionate about podcasting, about the topic you’ve chosen, and proud of the work you’ve done, then it’s anything but a failure!

Podcasting is a wonderful journey for those who choose to embark on it. Don’t stop yourself from being one! Challenge yourself and sign up today!

The post Are You Stopping Yourself from Podcasting? appeared first on RedCircle Blog.

Of course, you’d want to keep the momentum going after successfully finishing, but how exactly do you go about doing that? The simple answer is to continue your campaigns. This article walks you through what you can do to keep your campaigns successful!

Metrics to Keep an Eye On

Metrics are essential to understanding how and why your podcast advertising campaign is working. There are plenty of metrics to watch, but the most important ones for podcast advertising, in particular, are those telling you where your customers are coming from. You can achieve this in a handful of ways!

By Conversions

One of the best ways to determine whether your campaign was a success, and to track future success, is to review conversion metrics such as Promo Code/Vanity URL uses and employ pixel tracking (both of which you can do through RedCircle!)

A “tracking pixel” is a small snippet of code that allows you to gather information about visitors to your website. Tracking pixels often appear as a long URL string. Why is this important to podcast advertisers? Well, this provides the brand running the campaign information confirming that the ad was served. Brands will often use an “Impressions Tracking Pixel” to track the number of listeners their ad has reached. 

You can use these tracking pixels to see if the listeners visit your website in the future. Tracking pixels essentially drop on the listeners’ networks where the podcast impression occurred and lets you know when one of these listeners visits your website in the near future.

Promo Codes and Vanity URLs provide a direct look at how many customers followed the call-to-action (CTA) from the selected podcast’s ad(s). You can evaluate the strength of their ad by the number of folks who purchased from your site using the provided promo code or vanity URL.

By Website Analytics

But what if your campaign was more about brand awareness than purchases? That’s where website and social media analytics come into play. 

One way to track brand awareness is through direct traffic vs referred (referral) traffic. See how many visitors came to your site from links from the podcaster, perhaps through their show notes or even social media mentions.

Speaking of social media, you can check out the number of visits, follows, and engagements your brand received during and after the podcast campaign. These metrics are especially important if the podcaster interacted with your brand on social media in some way.

By Self-Reporting

And finally, you can just ask your visitors why they decided to check you out with a simple survey. You can create a survey that asks the age-old “how did you hear about us” question and see if the podcasts you worked with pop up. 

Provide Plenty of Feedback

A truly excellent way to continue your fantastic podcast advertising campaigns is to provide your partner podcasters with feedback! They won’t know what is and isn’t working if they’re not given that information. Our Advertising Team is always ready and available to work with you to share that feedback. (You can contact them here!)

And check out our blog post on how to set your partner podcasts up for success!

Keep Building the Relationship

If you found a podcast that works for your brand, then be sure to nurture that relationship! It’s vital to create a good working relationship with your partner podcasters so that you both benefit from the collaboration.

We encourage both our podcasters and our advertisers to go into campaigns with a partnership mentality. Meaning that you’re both working towards a common goal with these campaigns! Our blog post on setting up your partner podcasts for success also covers all the different ways you can build a relationship with podcasters. From providing constructive feedback to giving them the resources they need to do a stellar job, there’s plenty that you can do to create a fruitful partnership!

Podcast advertising can be an incredible way to generate buzz about your brand, as well as create life-long partners and advocates! The key to keeping up the success is to keep an eye on metrics, provide your partner podcasts with feedback, and build a relationship with your chosen advocates.

Looking to advertise on our catalog of hundreds and hundreds of amazing podcasts? Get in contact with our Advertising team today!

The post How to Keep the Momentum Going After Your First Podcast Ad Campaign appeared first on RedCircle Blog.

In Q3, RedCircle announced Host-Read Frequency Capping to provide advertisers more control over their weekly and monthly exposure to listeners. Frequency capping joins budget pacing and “new episodes only” targeting as recent improvements to RAP which have further powered brand performance. We continue to focus on providing advertisers with the tools they need to optimize their budgets and campaign strategies, and ultimately create a healthy advertising ecosystem for both publishers and brands.

RedCircle also launched an Advertiser Help Center to further support the adoption of our new Teams for Advertisers product and other new features. Teams for Advertisers allows organizations to provide unlimited access to the platform to their team members while layering on custom permissions for campaign management and reporting. With RAP, it’s never been easier to build and flight new campaigns while analyzing your results in real-time.

RedCircle plans to invest further in its Host-Read Ad platform (RAP) with multiple product launches scheduled for early 2024.

The post RedCircle’s Host-Read Ad Platform, RAP, Grows 100%+ YoY appeared first on RedCircle Blog.

Equipment They’ll Love

There’s a surprising amount of tech podcasters can use to up their recording game. Most podcasters start simple – a mic and a computer. But they can always benefit from accessories that help to improve the sound of their recordings and make it easier to make their show.

Microphones

An essential part of recording a podcast is the microphone. Chances are that the podcaster in your life has a microphone, but consider these options for those who are using their computer microphones or a beat-up headset.

• Under $50 USD – These are solid options for those on a tighter budget!
  TONOR TC30 USB Mic
  TONOR TC-777 USB Condenser Mic
  Neewer NW-700
  Samson Go Mic (Travel Microphone)

• $50 to $100 USD – These are some great options that bring their audio to new levels. They produce higher-quality audio without breaking the bank.
  Blue Snowball
  Audio-Technica ATR2100
  Samson Meteor Mic

Recording Software

Another essential part of creating a podcast is the recording software. There are plenty of free options available, but purchasing a gift subscription or gift card to purchase one of these professional tools.

• Logic Pro: An Apple product. We recommend purchasing an App Store Gift Card in order to gift this tool.
• Adobe Audition: An Adobe product. We recommend purchasing and setting up an account for the recipient.
• Reaper: Reaper provides a code to be used once purchased. Simply forward the code to the recipient! (We recommend entering the recipient’s name and email address when purchasing, if possible.)

Hosting Platform

One last essential piece to hosting a podcast is finding it a home on the web. Hosting Platforms, like RedCircle, allow folks to upload and share their content with the world!

To purchase a subscription, you most likely will need to create an account in their name and set up the subscription. (RedCircle’s subscriptions are set to auto-renew, so be sure that the recipient cancels before the date of renewal.) 

Headphones

Podcasters use headphones to monitor their sound levels and audio quality in real-time when recording. It also helps to keep the more distractible folks on track during recording sessions. At the very least, you want to select headphones that are comfortable and have good audio quality.

• Audio Technica offers both wired and wireless headphones that are comfortable and of great quality. Headphones range from $50 USD to $350+ USD. Their Studio headphones in particular are great for podcasting!
• Sennheiser is another comfortable and stylish option (and a personal favorite of some folks on the RedCircle team!) Prices range from $50 USD to $500+ USD.
• Sony is also a wonderful option for podcasting and other media like video games and video recording. You can pick up super budget-friendly $20 headphones or splurge on some $300+ ones. However, we recommend going with the oh-so-comfy WH (wireless) models.
• Apple Airpods are also a great option (seems like almost everyone has a pair or two!) Prices for AirPods go from about $130 to $550.

Pop Filters & Windscreens

These clip-on accessories help to significantly reduce noise from plosive speech. Though windscreens are typically meant for outdoor noises, they can be helpful when recording indoors, too.

Pop filters typically attach to desks and sit in front of the microphone while windscreens look like foam microphone covers.

Neither of these accessories are ultra-expensive, so they’re worth the small investment. You can find them on Amazon, Best Buy, and other places that specialize in tech.

Microphone Stands

While it’s possible to record an entire episode holding up a microphone, it’s way less comfortable of a position. There are some mics that are able to stand up on their own, so that’s always an option instead.

Similar to pop filters and windscreens, mic stands aren’t terribly expensive and can help to elevate their podcasting setup. You can find suitable stands on Amazon, Best Buy, and any other place that specializes in tech.

Mixers

A mixer helps to create much higher-level audio as it allows better control of the input of each mic hooked up to it. It also helps to reduce the time spent editing as it can adjust the volume right on the fly. It can even add sound effects during the recording!

Here are some of the most popular options:

• RødeCaster Pro – Wildly popular with podcasters, the RødCaster Pro series offers a good deal of features to improve audio.
• Focusrite – In particular their Scarlett series, which is generally popular among musicians and podcasters alike, is a great option to control voice levels and make it sound much brighter.
• Mackie – A legendary brand in sound and audio design offers a host of pro-level products. Not only do they often set the standard for products, their prices can range from budget-friendly $70 USD to network-deep-pockets $800. There’s an option for every type of podcaster.

Show Your Support

Another fantastic way to share the holiday cheer is to donate or subscribe to your podcast friends’ shows! RedCircle offers the ability to donate directly to your favorite show or purchase a subscription to unlock Exclusive Content.

This also makes a great gift for the podcast lover in your life! If they enjoy a specific podcast and it offers exclusive content, consider purchasing a subscription for that podcaster to gift to the listener. On RedCircle, we recommend making an account and purchasing directly from there. Then, simply share the login information and pass the account over to the recipient. (RedCircle’s exclusive content subscriptions are set to auto-renew, so be sure that the recipient cancels before the date of renewal.)

There are plenty of ways to celebrate the holidays this year with podcasters and listeners alike! Take advantage of Black Friday deals and gift them something they’ll love!

The post The Podcaster Gift Guide appeared first on RedCircle Blog.

One-third (or 32%) of American adults listen to podcasts a few times a month. So, there’s a significant chance that your target consumers tune in to podcasts at least once during the month (and 10% of U.S. adults listen every day!) Learning how to run successful podcast ad campaigns can help you reach your consumers with ease.

Have a Budget in Mind

The first step to creating a podcast ad campaign is to have a budget in mind. A key thing to keep in mind when determining your budget is what type of shows you want to advertise on. While larger shows with huge audiences seem like the best bet, they can be pretty pricey and you may end up getting less coverage than you’d like. Smaller shows allow more bang for your buck, as you can run your campaign on more episodes which may reach a larger variety of listeners.

Select the Right Partners

With a budget in mind, it’s now time to decide where you want your campaign to run. As we noted earlier, larger shows may seem like the obvious play but keep in mind that you may get less than what you expect due to their pricing. Our Advertising team recommends a blend of podcast types when testing your first campaign. A couple of large shows to explore that avenue, and a few small shows to test those waters.

You also want to make sure that your brand fits with the selected podcasts. Look for podcasts that align with your industry or products, as well as those that have a dedicated and engaged following. Consider factors like the podcast’s content, audience size, and overall vibe. Smaller shows typically have a more dedicated and engaged audience than the huge shows, so it’s worth exploring those types of podcasts!

A part of finding the right podcast to advertise on is understanding your audience. Take the time to create detailed customer personas, including demographics, interests, and pain points. This knowledge will guide you in selecting podcasts that align with your ideal customer base.

When you know your audience well, you can choose podcasts that share a similar audience profile, ensuring that your message reaches the right people. This targeted approach maximizes the impact of your ad campaigns.

Devise Your Ad Strategy

The next step after deciding on a budget and selecting podcasts is to figure out how exactly you want to run your first ad campaign.

There are 3 places in an episode where you can place your ad: Pre-Roll, Mid-Roll, and Post-Roll. 

Pre-Roll is the very beginning of the episode. Ads in the Pre-Roll position can be played before the show’s introduction or after the show’s introduction depending on the podcaster’s preference. Ads assigned to the Pre-Roll position are played within the beginning 25% of the episode.

Mid-Roll is the middle of the episode. Many podcasters create a special break specifically for ads in the middle of their podcast. They lead in with something like, “and now let’s hear from our sponsors this week…” Ads assigned to the Mid-Roll position play 25% to 75% of the way through the episode. On RedCircle, podcasters can manipulate where in the episode they want Mid-Rolls to be.

This position generally has the highest impressions due to listeners often being engaged in another activity while listening. This reduces the chance that listeners skip over the ad. Host-Read ads do well in this position!

Post-Roll is at the very end of the episode. Ads assigned to the Post-Roll position play during the last 25% of the episode. While many may believe this position isn’t ideal, it’s still valuable especially when ads are placed before podcasters sign off. These ads are also effective when listeners “binge-listen” to their favorite podcast. Rather than skipping to the next episode, they just allow the Post-Roll ads to finish and wait for the next episode to automatically start playing. Similar to Mid-Roll, many listeners are engaged in another activity so they may not want to fool around with their device just to skip.

If you’re just testing the waters, then opting for a blend of positions is always a good idea. Try starting with Pre-Roll and Mid-Roll positions as those two typically perform the best overall. However, be sure to keep in mind that Mid-Roll tends to be the most expensive as it’s usually the highest performer.

Track Your Success

In order to understand the success of your first campaign it’s recommended to use specific measurement tools such as promo codes or vanity URLs to track progress.

A promo code is a code unique to the podcaster you’re working with during the campaign. Typically, podcasters create their own promo codes, like “RC Insider”. Create discount codes using these promo codes and easily keep track of where purchases are flowing in from.

You can also use a vanity URL to track the progress of your campaign. A vanity URL is a URL for your website that incorporates the specific podcaster. Something like, “https://yourbrandname.com/podcastpartner”. This allows you to track exactly where your website visitors are first landing.

Be sure to check in during the campaign to see how many listeners are making their way over to your site. Visitors can trickle in even after a month since your campaign aired!

Keep Testing!

New shows are always being added to hosting platforms as more and more folks start to dip their toes into podcast creation. The number of podcasts in the United States is expected to keep increasing! New shows that fit your brand and style are cropping up every day. It’s wise to keep the door open for podcast advertising after your first campaign!

Be sure to check out these other blog articles for more information on how to absolutely ace your first podcast ad campaign!

• 5 Tips & Tricks on Running a Successful Podcast Ad Campaign
• Advertisers, Set Your Hosts Up for Success!
• Introducing Multi-Scripts: Create Infinite Personalized Scripts In Minutes
• Podcast Advertising for Small Businesses

Our Advertising Team would love to connect if you’re curious about podcast advertising. Sign up today to get started!

The post Running Your First Podcast Ad Campaign appeared first on RedCircle Blog.

AI tools can be used to enhance and optimize a podcaster’s workflow, making it that much easier to focus on the creative side of podcasting. Let AI take care of the more tedious tasks so you have more time to dedicate to your own unique creative process!

Use AI to Help with Your Written Content

The beauty of AI lies in its ability to handle tedious tasks. For some, writing may not be a tedious task, but AI can be an incredible tool for those who struggle with stringing together the right words.

Podcasters can easily take on the written word with the help of AI tools. They can be used to create episode descriptions that excel in SEO or transcribe entire audio files in only a few seconds. Podcasters can use AI tools to write succinct show notes by providing their own rough drafts. AI acts as an editor of sorts; reviewing your work and updating it to your specifications. It can help you save time by taking care of this type of work.

Use AI to Help Generate and Explore Ideas

AI is more than a glorified search engine. It can help you to generate content ideas for your episodes and even conduct in-depth research on topics you’re interested in covering. Instead of sifting through the information yourself, your AI helper can craft outlines for your ideas and even provide the footnotes. Ask it what topics your audience demographics are most interested in learning about, or if it can create an outline for your episode to help get you started. You can even ask it what topics of interest are trending for your specific podcast category.

It’s an excellent tool to utilize when you’re feeling stuck as it can help you to get over that dreadful creative block!

Use AI as a Virtual Assistant

Assisting humans with organization is AI’s bread-and-butter. You can use AI’s impeccable memory and time management to help keep you on track. Have it create to-do lists, editorial calendars, and more to help you spend less time fretting over the details and focusing more on the quality of your content.

AI is a fantastic tool to help with podcasting, but it’s just that – a tool. The key to podcasting is creating a connection between yourself and your listeners. As much as AI can help us unlock our creativity, it’s not a replacement for the humans behind the microphones. Don’t be afraid to leverage AI to help make podcasting easier, just be sure to keep in mind that you are what makes your podcast unique and wonderful!

The post Should You Use AI for Podcasting? appeared first on RedCircle Blog.

ARM conducted a 14-month study that looked over $80 million in ad spend to determine the perfect number of ads for each ad break. While 2 ads were just right, they found that ad breaks with 3-4 performed only about 12% worse. However, ad breaks with 5 or more ads completely tanked. Ad breaks with 5 or more ads performed 46% worse than those with 2 ad breaks.

Ad breaks packed with ads performed worse most likely due to listener fatigue. Listeners inundated with ads may feel overwhelmed and decide to skip ads altogether. Podcasters should be cognizant of the number of ad slots they have placed in their episodes to ensure the perfect balance of ads and content.

Of course, the number of ad breaks depends heavily on the length of your episodes. Podcasts with episodes 15-20 minutes or less should aim to have 1-2 ad breaks per episode. One Pre-Roll Insertion Point and one Post-Roll often do the trick!

Podcasts with longer episodes, 30 minutes or more, should try to have at least one Pre-Roll Insertion Point, one Mid-Roll Insertion Point, and one Post-Roll Insertion Point. If the podcast is quite long, 1.5 to 2 hours, then an extra Mid-Roll Insertion Point is totally okay to add. (But be sure to space them out properly!)

Striking the right balance might seem onerous, but sticking to the above suggestions will help you to maximize your revenue!

The post Less is More: How Many Ads Should There Be in an Ad Break? appeared first on RedCircle Blog.

What Was the Update?

The key change in the September update affects those subscribed to podcasts on Apple Podcasts. Prior to the update, if a listener subscribed to a podcast, forgot about it, and returned after some time, every unplayed episode would be downloaded to their iOS device. However, after the iOS 17 update, when returning to a podcast after a listening hiatus, it simply resumes and does not download previous episodes.

In addition to that change, episodes that are older than 7 days (even those recently added to back catalogs) are no longer automatically downloaded. Before the update, if a podcaster added old episodes to their Feed, they would be treated as “new” episodes and be automatically downloaded. 

What It Means For You

The changes implemented by the iOS 17 update may end up warping podcast download numbers. Since returning subscribed listeners no longer automatically download entire catalogs in one instance, these large spikes will no longer occur and download numbers may appear lower than you might be expecting.

Bumper recently posted a blog article with information on how to determine if your show may have been affected by this change. 

For RedCircle members, you can check your downloads for Apple Podcasts specifically on the Downloads page. You’ll want to look from September 18th onwards for any oddities. (Need help navigating the Downloads page? We’ve got you covered in this Help article.)

You can then check the number of daily listeners on your Apple Connect Dashboard to see if there’s an actual decline in listenership, or if it’s the iOS 17 update affecting total downloads. 

Both of these metrics should help you to determine if the sudden dip in downloads is due to the recent iOS 17 update.

Ultimately, this change helps to better align podcast downloads across the industry, which both Advertisers and Podcasters can appreciate!

The post iOS 17 Update Explained appeared first on RedCircle Blog.

This article fits nicely with our other blog posts dedicated to helping advertisers get the most out of their campaigns, including:

• 5 Tips & Tricks on Running a Successful Podcast Ad Campaign
• Advertisers, Set Your Hosts Up for Success!
• Programmatic Advertising for Podcasters 101
• Podcast Advertising for Small Businesses

Types of Podcast Ad Formats

There are two main types of Ad Formats in podcasting: Programmatic Ads and Host-Read Ads. These two formats differ quite drastically in multiple aspects and are often used for different purposes. In addition to Programmatic and Host-Read Ads, there’s also Branded Content which often integrates the brand into the entire podcast episode experience. Let’s take a closer look at what each of these formats entails.

Programmatic Ads

Programmatic Ads are typically professionally pre-recorded advertisements. Similar to old-school radio ads, these ads range from a large variety of categories including entertainment, education, real estate, technology, and more. 

These ads are usually pretty short (about 30 seconds max) and are provided by an agency or advertiser. On RedCircle, these ads are dynamically inserted across hundreds of different podcasts in Pre-Roll, Mid-Roll, and Post-Roll positions (we’ll get to what these positions mean in the next section.) 

Host-Read Ads

Host-Read Ads are essentially what they sound like – advertisements read in the voice of the podcast host. Advertisers commonly provide podcasters with pre-written ad copy, resources on and about their brand/products, and any additional information they think will help create the best possible read! (For more advice, check out our blog post on setting up podcasters for success!)

These ads are longer in length and have a more conversational feel to them. Podcasters often have tried out the product, or are loyal customers already, and share their true experiences with your brand and/or product with their audience. The key to making this type of ad work for all parties involved is to treat it like a partnership. Work with the podcaster to make it a memorable and trustworthy ad!

These types of ads are mostly placed in the Pre and Mid-Roll positions as those tend to have the highest impressions.

Branded Content

This is a much newer form of podcast advertising but still worth mentioning! Branded content can mean an advertiser sponsoring an episode, a series of episodes, or even an entire dedicated podcast. 

For branded episodes, take a look at this excellent example from the podcast “My Brother, My Brother, & Me”. Totino’s worked with these hosts to create an episode all about their pizza products. But what made this branded episode a success wasn’t just the sponsorship, but the fundamental understanding Totino’s had about this podcast. They understood the hosts’ audience, their content, and allowed them to create an episode around their product and brand. This led to successful brand recognition and engagement.

What’s key about branded content is the alignment between brand, podcast, and audience. Brands that align well with the podcast and their audience can create a non-intrusive and overall entertaining experience, all while building awareness and engagement!

Where to Place the Ad

There are three places in a podcast where ads can be played: the beginning, middle, and end. These positions are known as “Pre-Roll”, “Mid-Roll”, and “Post-Roll”.

Pre-Roll is the very beginning of the episode. Ads in the Pre-Roll position can be played before the show’s introduction or after the show’s introduction depending on the podcaster’s preference. Ads assigned to the Pre-Roll position are played within the beginning 25% of the episode.

Mid-Roll is the middle of the episode. Many podcasters create a special break specifically for ads in the middle of their podcast. They lead in with something like, “and now let’s hear from our sponsors this week…” Ads assigned to the Mid-Roll position play 25% to 75% of the way through the episode. On RedCircle, podcasters can manipulate where in the episode they want Mid-Rolls to be.

This position generally has the highest impressions due to listeners often being engaged in another activity while listening. This reduces the chance that listeners skip over the ad. Host-Read ads do well in this position!

Post-Roll is at the very end of the episode. Ads assigned to the Post-Roll position play during the last 25% of the episode. While many may believe this position isn’t ideal, it’s still valuable especially when ads are placed before podcasters sign off. These ads are also effective when listeners “binge-listen” to their favorite podcast. Rather than skipping to the next episode, they just allow the Post-Roll ads to finish and wait for the next episode to automatically start playing. Similar to Mid-Roll, many listeners are engaged in another activity so they may not want to fool around with their device just to skip.

Where you decide to place your ad is up to you! Keep your budget and goals in mind to help you select the most optimal spot.

How to Choose the Right Ad Format

This might feel like an impossible task but evaluating what’s most important for your ad campaign can help you make this an easy decision. There are several factors to consider when choosing the right ad format for your campaign. It’s up to you, though, to weigh them out and decide which are the most pressing.

Advertising Goals

What are your goals for the campaign? Do you simply want to reach as many ears as possible, or do you want to build trust and authenticity with a specific set of people?

Budget

How much are you willing to invest in podcast advertising? The budget for your campaign can help determine which ad format to move forward with. Host-Read Ads tend to have higher CPMs when compared to Programmatic Ads, but they have the benefit of authenticity and higher listener engagement. On the other hand, Programmatic Ads allow for more testing and are a more cost-effective way to reach a larger audience.

Target Audience

Who are you looking to reach? If you just want to spread awareness of your brand and reach as many folks as possible, then Programmatic Ads would be the more appropriate option. But if you want to reach a more niche audience, one with high engagement, then pursuing Host-Read Ads would be ideal. For Host-Read Ads, choose shows that align with your product and your target audience’s interests. If you’re a sporting brand, then select shows that dive deeply into specific sports and teams.

Brand Alignment

One difference between Host-Read Ads and Programmatic is the ability to select the exact shows you want your ad campaign to run on. Selecting specific podcasts that align with your brand may get you better in touch with your ideal audience.

Ad Performance Metrics

Providing podcasts with a specific promo code or vanity URL can help you easily track the effectiveness of your campaign. You can view which customers visited your website after hearing your podcast advertisement campaign in comparison to your other methods. 

Reviewing your goals and figuring out what’s most important to you will help you select the perfect format for your campaign.

But why stop at one or the other? Both Host-Read Ads and Programmatic Ads have their advantages, and a combined strategy can help boost your brand awareness and bring in customers. You don’t need to commit forever to only one format; you can experiment with them, figure out what works best for your brand, and spend some time understanding the landscape of podcast advertising.

Ready to begin your adventure into podcast advertising? Let us be your trusty guide!

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