Everything You Need to Know: Spot Position

Simply put, spot position is about choosing where in the show you want your ad to run: at the beginning, the middle, or the end. That determines what CPM you pay. Each position has distinct advantages.

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Pre-Roll

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.

Mid-Roll

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.

Post-Roll

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

About Commercial Radio Stop Sets
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.

“The people who listen to podcasts tend to be passionate and have an abiding attachment to what they listen to. The opportunity for brand awareness is tremendous.” -Lain Shakespeare, MailChimp


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1. 2011 Coleman / Arbitron study of PPM markets