WHAT’S THIS EPISODE ABOUT?
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Dynamic Content Podcast Ads
Make sure you go back and listen to the last episode, Buzzsprout’s New Dynamic Content Podcast Tool, 4 Ways to Use It to learn more about the podcast ads feature already built-in to your Buzzsprout platform. You’ll learn more about how to use the pre-roll and post-roll functions available to you.
3 Types of Podcast Ads
There are 3 main types of podcast ads you can insert into your show that are “industry terms” you should be aware of:
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Pre-Roll
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Mid-Roll
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Post-Roll
Today, we’re going to dive into each of these types of podcast ads and talk about how to create them and which ones you should consider for your podcast.
1. Pre-Roll Podcast Ads
These are the ads that begin before the main body of your podcast episode.
“…Pre-roll is the one that I find to be the most effective for my listeners. And I say that because it’s easy for me too. So it’s easy for the listeners to hear it, you know…Quick call to action. Quick ad. You’re in and you’re out. And then, on with the show.”
Be sure to listen to my podcast interview with Anthony Savelli from Podcast Ad Reps when we talked about how podcast ads work from a corporate advertising perspective. I want you to have a better understanding of how to use these for yourself so in the future – when you have brand deals and sponsorships banging down your door – you’ll be ready with the experience of creating your own podcast ads.
2. Mid-Roll Podcast Ads
These are the podcast ads inserted in the middle of an episode. Now, these are by far the trickiest of all the ads because you have to choose where you want to insert these. In contrast to the pre and post-roll ads that you stick at the beginning or end, mid-rolls are more strategic.
You want to find a great stopping point for a mid-roll ad: end of a thought, after one main talking point, a break in the conversation, or a time before you move on to the next segment.
*As of the publication of this post, you have to manually add mid-roll ads to your podcast. though I’m hoping this will be an added feature to Buzzsprout accounts in the future. #wishfulthinking
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3. Post-Roll Podcast Ads
The last of the ads to talk about today is post-roll, meaning these begin after the main podcast episode has ended. And I think this is the easiest of the ads to start with.
You can easily add a simple call-to-action like, “If you haven’t subscribed to the show, make sure you do wherever you’re listening. Be sure to leave a rating and review because that’s how we get this podcast content in front of more people. Also, take a screenshot and share it on social media and tag me in it.”
Don’t be afraid to experiment with your podcast ads. At the end of the day, the worst that can happen is that it doesn’t work. And that simply opens up opportunities to try something else.
Create Podcast Ads for Your Show
At the end of the day, you’re the only one that can determine what types of ads (if any) will work for your podcast. But I encourage you to give them a try. I believe there’s so much power in asking your audience to engage with you outside of listening to your show every week. And using podcast ads to take that next step with you is a great tool to utilize.
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