Here’s a simplified glossary to help you quickly understand the key terms that frequently arise in the podcast advertising world.
- Ad Impression
An ad impression is counted each time an ad is heard by a listener. Unlike podcast downloads, which measure how many times an episode is downloaded, ad impressions specifically track the reach of the ad.
- Ad Placements
Also known as Ad Time Slots, these are the specific points in a podcast episode when ads are played: pre-roll (at the start), mid-roll (in the middle), or post-roll (at the end).
- Conversion Rate
The percentage of listeners who take the desired action (like visiting a website) after hearing an ad.
- CPM (Cost Per Mille)
This stands for cost per 1,000 impressions and represents how much advertisers pay each time their ad is heard 1,000 times.
- CTA (Call to Action)
A call to action is an essential part of an advertisement. This part prompts listeners to take a specific action, like visiting a website or using a promo code.
- DSP (Demand-Side Platform)
A digital platform that enables advertisers to purchase large volumes of ad space through automation.
- Host-read Ad
An ad that is voiced by the podcast's host, providing a personal endorsement.
- Pre-recorded Ad
Also known as announcer-read or pre-produced ads, these are produced in advance and typically feature a professional voice-over artist.
- Self-serve Campaign
An advertising approach that allows advertisers to manage their own campaigns, often through an online platform.