What is Host-Read Ad?
A host-read ad is an advertisement delivered by the podcast host in their own voice, rather than a pre-produced radio-style commercial.
Why Host-Read Ad Matters for Podcasters
Host-read ads are the premium product of the podcasting industry. Unlike generic radio spots produced by an agency, host-read ads leverage the 'parasocial relationship'—the trust and intimacy the host has built with their audience. Because the listener trusts the host, an endorsement feels like a recommendation from a friend rather than an interruption. Consequently, host-read ads command much higher CPMs (often $25-$40+) than programmatic or pre-produced ads. They can be scripted or improvised ('ad-libbed'), with the latter often performing better because it feels more authentic. Advertisers typically provide 'talking points' rather than a strict script to encourage this authenticity.
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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.
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.