Make Better

S1 E16: Decoding The Podcast Ad Space - Mastering Metrics & Methods for 2024

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Join us on "Make Better" for an insightful journey into podcast advertising. In this episode, experts Adam, from Adopter Media, and Amelia, the marketing lead at Podscribe dissect the nuances of podcast ads. They discuss various ad read types, including host read and producer read, and explore ad insertion methods like embedded, baked-in, and dynamic ad insertion, essential for marketers in today's digital landscape.


The episode also highlights key performance indicators (KPIs) crucial for measuring podcast advertising campaign success. Adam and Amelia explain metrics like visitor and visit percentages, conversion rates, and the concept of net new reach, providing insights into audience engagement and advertising effectiveness.


This episode is a treasure trove of knowledge, whether you're a seasoned marketer or just starting, offering deep insights into podcast advertising execution and understanding.


KPIs, Terms, and Metrics Discussed (summarized)

  • Host Read Ad: Advertisement read by the podcast host, leveraging their influence and connection with the audience.
  • Producer Read Ad: Ad read by someone involved in production, offering a distinct voice from the content creators.
  • Produced Read Ad: Pre-produced ad by the brand, often with music and professional voice-over.
  • Embedded Ad: Ad tied to a specific episode, can be dynamically altered or removed later.
  • Baked-In Ad: Permanently integrated ad, difficult to edit or remove after uploading.
  • Dynamic Ad Insertion (DAI): Technology for dynamically inserting ads into episodes, targeting specific audiences or time frames.
  • Impression-Based Ads: Buying a set number of impressions or listens, irrespective of episode count.
  • Episodic Ads: Ads tied to specific episodes.
  • Programmatic Ads: Automated, data-driven ads bought using server-side technology.
  • Visitors: Unique individuals visiting a website after hearing an ad.
  • Visits: Total number of website visits.
  • Visitor Conversion Percentage: Percentage of visitors performing a desired action (e.g., making a purchase) after visiting from an ad.
  • Conversion Rate: Percentage of listeners taking a desired action post-ad, against total impressions or listeners.
  • Net New Reach: Percentage of audience hearing an advertiser’s message for the first time.
  • CPA (Cost Per Acquisition): Cost of acquiring one customer.
  • CAC (Customer Acquisition Cost): Cost associated with convincing a customer to purchase.
  • ROAS (Return On Ad Spend): Effectiveness of an advertising campaign, measuring revenue against ad cost.
  • CPM (Cost Per Thousand Impressions): Cost of an ad per 1,000 impressions.
  • Simulcast: Broadcasting content simultaneously in different forms (audio and video).
  • Make Good: Publisher’s obligation to rectify ad delivery mistakes.
  • Added Value: Extra advertising provided to a client, not contractually obligated.
  • Bonus Ad: Additional ad slot in a pre-negotiated deal.


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