This is an ad that runs at the very start of a show, typically just before or just after the episode’s intro. It’s a shorter read (20 to 30 seconds), but most listeners will hear it because they’re disinclined to skip forward, for fear of missing content.
Pre-Roll Advantage: Most listeners hear it and don’t skip; lower cost than mid- rolls.
This is an ad that runs in the middle of the program, once the primary content has started. These ads run longer than pre- and post-rolls (a minimum of 60 seconds), and hosts are more likely to integrate them directly into the flow of the show, injecting them with a little more creativity and spark. Consequently, this is the highest-priced spot position.
Mid-Roll Advantage: The longest available spots—two to three times longer than the other positions; best show integration.
This is an ad that runs at the end of the show, usually between the last content segment and any closing material. Post-rolls are typically shorter than mid-rolls, and usually cost a bit less than pre-rolls. They are often purchased in combination with a pre-roll or post-roll spot in the same show to help reinforce a message introduced earlier in the episode, like an offer code or vanity URL.
Post-Roll Advantage: Reaches the most dedicated listeners; most affordable spots; reinforces pre- or mid-roll spots.
Midroll Guarantees Your Spot Position
Unlike some of our competitors, Midroll guarantees spot placement in advance: You choose exactly which ad positions you want on which episodes, and you know exactly where and when your ad will run.
Spot Density: We Keep It Low & Under Control
Whenever buying podcast ads, it’s vital to know the spot density: how many ads of each type there will be for each hour of the show. A low spot density is a particular strength of podcasting, especially compared to radio. Most podcasts will have no more than four or five spots in an hour, while radio averages 9 minutes of commercials an hour1, containing between 9 and 18 different spots.
Podcasting’s low spot density keeps your ad reads from getting lost in a sea of other ads. Instead, they stand out. We also make sure that your ad doesn’t run in the same episode as a competitor’s. We’d hate that to happen to us, and we don’t want it to happen to you.
Better still: Our hosts won’t encourage their listeners to drink Coke one week and Pepsi the next. We’ll take care of the separation, since it benefits everyone involved.
→ Next: Booking a Campaign – Choosing Podcasts
1. 2011 Coleman / Arbitron study of PPM markets