Starting with ads, promotions or sponsorships in podcasts can be challenging. First, of course, you need to find the right advertising partner. Once you have signed a deal, you need to figure out how and where to place the advertisement in your podcast.
Without dynamic ad insertion, you need to prepare the ad to make it compatible with your podcast editing workflow, manually editing the chosen episodes, re-export the audio files and then finally re-upload the updated content again. Phew, that sounds like a lot of work, doesn’t it? It gets even worse: Imagine you want to replace pre-existing ads or you have multiple sponsors for different episodes.
So how about making this process much easier and less tedious? The solution is using dynamic ad insertion (DAI).
The Podigee Dynamic Ad Server makes dynamic ad insertion easy and flexible and solves all the issues described above. So let's have a closer look at the solution:
With the Dynamic Ad Server we have introduced a new concept called “slot”. You can see a slot as a group of possible ad placements in your podcast.
We recommend naming slots using the potential target group or topic. This could be based on the content of the episodes together with the value of the place and result in “tech pre rolls” or “gardening post rolls”. For each slot, you can select where it should be played and in which episodes it should be included.
As slots can already be defined without an actual ad attached, this gives you the possibility to plan future advertisements in advance. Let us look at this with an example: Let’s say we have a podcast about cars in general. In each episode we are discussing models of different brands. Now we can define a slot related to each brand and connect it with the episodes that are related to the brand. This setup easily allows us to play brand-specific ads in the place they belong to.
In another imaginary example of a podcast with gardening tips it could look like this:
If we look at ads not only having commercials in mind, we could also follow a different approach. Technically speaking, an ad is just additional audio material. So it can also be a promotion for another podcast. If you have a company podcast which is directed towards your employees, this audio content could contain an invitation to the next company-wide event. And with slots and the car brand example in mind, you could even define slots for different departments within your company. The advantage? With that you can target your ads based on the episodes most relevant for dedicated departments.
After setting up your slots, managing the actual audio/ad is done within seconds. For each slot you can always add, remove or replace the connected audio. The connected episodes will be changed automatically for you. You start your campaign? Just add the audio to the slots you like. You have a new contract? Just replace the audio. You are in the process of getting a new contract, but it takes time? Just remove the previous audio, but keep the slots. As soon as negotiations are finished, just re-use all the slots you have set up already.
As you can see, replacing ads with the Podigee Dynamic Ad Server is simple and fast. You don’t need to go through the tedious process of manually editing the original audio files and re-uploading them.
If you haven't tried Podigee or dynamic ad insertion yet, start now with our 14-day free trial!