What is CPM (Cost Per Mille)?
CPM stands for Cost Per Mille, which means cost per thousand downloads. It is the rate advertisers pay for every 1,000 downloads of your podcast episode.
Why CPM (Cost Per Mille) Matters for Podcasters
CPM is the foundation of podcast monetization. When an advertiser agrees to pay $20 CPM, they're committing to pay $20 for every 1,000 downloads your episode receives. This rate varies significantly based on your podcast's category, audience demographics, and ad placement. Business and technology podcasts often command higher CPMs ($25-$40) because their audiences are typically more valuable to B2B advertisers. True crime and entertainment shows might see lower CPMs ($10-$20) but can make up for it with higher download volumes. Mid-roll ads typically command the highest CPMs because listeners are most engaged during the middle of an episode. Pre-roll ads come next, while post-roll ads usually have the lowest rates since some listeners skip the end. Understanding your CPM helps you price sponsorships accurately and forecast revenue based on your download numbers.
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Pre-Roll Ad
A pre-roll ad is an advertisement that plays at the very beginning of a podcast episode, before the main content starts. These ads typically last 15-60 seconds and are the first thing listeners hear.
Mid-Roll Ad
A mid-roll ad is an advertisement placed in the middle of a podcast episode, typically during a natural break in the content. These ads usually command the highest CPM rates because listeners are most engaged at this point.
Post-Roll Ad
A post-roll ad is an advertisement that plays at the end of a podcast episode, after the main content has concluded. These ads typically have lower CPM rates because not all listeners reach the end of episodes.
Dynamic Ad Insertion (DAI)
Dynamic Ad Insertion (DAI) is a technology that allows podcast hosts to insert different advertisements into episodes after they've been published, without re-editing the audio file. This enables targeted, up-to-date ads that can be changed over time.