Podcast Advertising Glossary

What you need to know to get started with Podcast Advertising

Dive Deep into Podcast Advertising: A Comprehensive Glossary for Advertisers and Podcasters (Extended Edition)

The world of podcast advertising is a dynamic and powerful resource, offering a unique opportunity for brands to connect with highly engaged listeners. Whether you’re a seasoned advertiser seeking new avenues to reach your target audience, or a passionate podcaster looking to monetize your show and expand your reach, understanding the key terminology is essential for navigating this exciting space. This comprehensive glossary unlocks the lingo and empowers you to make informed decisions within the podcast advertising landscape.

Podcast Advertising Glossary

(Alphabetical Order)

  • Advertiser: A company or individual that pays to promote their product or service within a podcast. Advertisers partner with podcast creators (or podcast networks) to craft targeted messages that resonate with the show’s audience.
  • Ads: Short audio commercials crafted by advertisers to promote their brand or product within a podcast episode. These ads can be pre-recorded and dynamically inserted, or read directly by the podcast host (host-read ads).
  • Artwork (Cover Art/ Show Art): The image that serves as the visual identity of your podcast. This artwork appears whenever listeners search for your show in a podcast directory, so it’s crucial to follow specific size and format requirements to ensure proper display.
  • Audience Finder: A Wildcast tool to differentiate your ideal audience based on outcomes, audience attributes (relevancy), and listeners.
  • Audiogram: A creative social media tool that combines your podcast artwork with a short audio snippet from your show. Audiograms are a great way to capture attention and draw new listeners to your podcast.
  • Baked-in Ads: Permanent advertisements integrated directly into the audio file of a specific podcast episode. Baked-in ads cannot be removed and will always be heard by listeners who download that episode.
  • Branded Content: A form of advertising where a brand sponsors the production of a podcast episode, subtly integrating their message into the content.
  • Category: Most podcast apps require you to choose a category for your podcast (e.g., news, comedy, sports). Selecting the right category helps listeners discover your show when browsing through specific genres.
  • Commercial Music: Music produced that is being marketed directly to the general public by any medium. Typically, refers to music you might hear on the radio and is not allowed for use on podcasts.
  • CPM Rate (Cost per Mille): The standard pricing metric used in podcast advertising. CPM refers to the cost an advertiser pays to reach 1,000 listeners with their ad. Host-read ads typically command a higher CPM compared to pre-recorded ads.
  • Call to Action (CTA): A clear and concise statement within an ad that instructs listeners on the desired action to take after hearing the message. Effective CTAs often include website URLs, promo codes, or special offer details.
  • Digital Audio Workstation (DAW): The software program you use to record, edit, and produce your podcast audio. DAWs offer a variety of features to help you achieve professional-sounding results.
  • Distribution: The process of submitting your podcast’s RSS feed to various podcast directories and apps, making your show discoverable by potential listeners.
  • Dynamic Ad Insertion: The process of using an ad server to ‘stitch’ ads into podcast content in real-time, instead of the advert being ‘baked’ into the audio file for good.
  • Embed player: A piece of code that, when inserted into a website or app, displays an audio player for site visitors to hear your podcast through.
  • Episode Notes: Textual information accompanying each episode, often displayed on your podcast website or hosting platform. Episode notes can include details such as show summaries, guest bios, links to mentioned resources, and more.
  • Episodes: Each new installment of your podcast is an episode. Think of it as your podcast is a book, and each episode is a chapter.
  • Feed migration: The act of moving all of your podcasts from one hosting platform to another. This is a relatively simple process using 301 redirects, permanently sending listeners from your old RSS feed to your new one.
  • Follow: Formerly “subscribe”. When a listener follows a podcast in their desired podcasting app they will be notified of new open ecosystem episodes.
  • Format: Style of podcast you have decided to create (interview, storytelling, etc…). Choosing a format will help you stay organized.
  • Headliner: A tool to share short, engaging sections of your podcast called audiograms.
  • Host-read Ads: A host-read podcast ad is a form of advertising in which the podcast host reads the advertisement directly into the podcast episode. This approach leverages the host’s established connection with their audience to create a more personal and engaging advertising experience.
    • Here’s a breakdown of the key characteristics of host-read podcast ads:
      • Delivery: The podcast host reads the ad script themself or improvises with the provided brand benefits and features, infusing their own personality and style into the message. This can feel more natural and conversational compared to a pre-recorded ad.
      • Integration: Host-read ads are typically woven into the flow of the podcast episode. The host might introduce the ad by mentioning their own experience with the product or service, creating a sense of trust and recommendation.
      • Customization: Advertisers often collaborate with podcasters to craft a script that aligns with the host’s voice and the show’s overall tone. This level of customization ensures the ad resonates with the target audience.
      • Benefits: Host-read ads offer several advantages, including:
        • Increased Trust: Listeners tend to have a higher level of trust in recommendations from podcast hosts they know and enjoy.
        • Enhanced Engagement: Because the host delivers the ad, it can feel less intrusive and more like a natural extension of the podcast content.
        • Targeted Audience: Advertisers can partner with podcasts that cater to their specific target demographic.
    • Here are some additional points to consider:
      • Host-read ads generally command a higher price point compared to pre-recorded ads due to the perceived value of leveraging the host’s credibility.
      • Some podcasters prefer pre-written scripts, while others allow for more collaboration with Wildcast in crafting the message.
      • Overall, host-read podcast ads are a powerful tool for advertisers seeking to connect with a highly engaged audience in a more personal and trustworthy way.
  • Hosting Sites: Media hosts (like Acast) that host your RSS feed and audio files to distribute them to podcatchers.
  • IAB (Interactive Advertising Bureau): The Interactive Advertising Bureau is an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry.
  • Insights: Our tool for podcasters to see how many listens their content has, where their listeners are located, and how they are listening by device.
  • Intro/ Outro: A saved introduction and concluding section of your podcast, that is typically used on each episode.
  • IP address: An Internet Protocol (IP) address is a number assigned to each device connected to a computer network that uses the Internet Protocol for communication, and helps us identify unique listens
  • Logline: A one-line description of your podcast.
  • Mid-roll ad: When a dynamic ad is inserted in the middle of a podcast’s episode. Mid-roll ads are strategically placed commercials typically inserted around the 40% and 70% mark of an episode. This placement offers a good balance between capturing listeners’ attention while they’re still actively engaged with the content and avoiding disruption at the episode’s beginning or end. Mid-roll ads are generally the most expensive and most effective ad placement due to this prime position within the episode.
  • MP3: A type of audio file format. Most hosting sites will require your podcast be formatted as an MP3 to publish.
  • Podcatcher: A podcast player or software used to play podcasts, such as Apple Podcasts or the Acast app. Listeners can follow your show on these apps and receive notifications when there are new episodes.

  • Post-roll ad: When a dynamic ad appears at the end of a podcast’s episode. Post-roll ads are commercials placed within the last few minutes of the episode or directly after the end of the episode content. This placement allows you to reach listeners as they finish the episode and their minds are likely still focused on the content they just consumed. However, listenership tends to decline slightly by the end of an episode, so post-roll ads are typically priced the lowest.

  • Podcast: An audio file that is downloaded or streamed, and listened to on a smartphone or computer, usually via an RSS feed.

  • Pre-roll ad: When a dynamic ad appears at the beginning of a podcast’s episode. Pre-roll ads offer the advantage of reaching listeners right away, ensuring they hear your message before they become engrossed in the episode’s content. However, it’s important to craft a pre-roll ad that’s engaging and doesn’t feel intrusive, as listeners may be less receptive to advertising at the outset. Pre-roll ads are generally priced slightly less than mid-roll ad spots due to the possibility of listeners skipping them.

  • Private Feed: Feeds that contain episodes that you want to keep exclusive and private—not listed on directories such as Apple Podcasts—allowing you the ability to share with specific listeners.

  • Redirect/ 301 Redirect: When you move your podcast from another hosting site to Acast, you need to redirect from your old host so podcatchers know where to find your RSS feed.

  • Remote Recording: When you and your cohost are not in the same room, you will need tools to record remotely.

  • RSS feed: The basis of your podcast, updated whenever you publish a new episode or make changes to your show. When you create a podcast, you’ll be given a specific RSS feed URL — this is where podcatchers will get your content from.

  • Show: Your podcast is your “show”, which you release episodes of. Like a book has chapters. Your podcast is the book and episodes are the chapters.

  • Sponsorships: Campaigns, often read by the podcast creator directly, promoting a brand or service in exchange for payment. Sponsorships can be integrated into the podcast narrative or delivered as separate ad segments.

  • Sponsored Stories: Dynamically inserted sponsorships that are longer than the traditional sponsorships. They give creators greater flexibility in how they work with advertisers and at a higher price point compared to traditional sponsorships.

  • Submit: You must submit your podcast’s RSS feed for distribution to major podcasting apps (like Apple Podcasts and Spotify). This makes your show discoverable by potential listeners.

  • Subscribe: When a listener subscribes to a podcast, it typically means they have opted into receiving notifications for new episodes. On some platforms, subscribing may also involve a paid membership program.

  • Transcription: When the audio speech of a podcast is transcribed into a text document.

  • Wildcast: A host read ad matching platform for B2B podcast activations. Reach the world’s most valuable tech and business audiences. Deep engagement with your industry’s decision-makers on their favorite podcasts.

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