What is Mid-Roll Ad?
A mid-roll ad is an advertisement placed in the middle of a podcast episode. Because listeners are already engaged in the content, mid-rolls typically have the highest retention and cost the most.
Why Mid-Roll Ad Matters for Podcasters
The mid-roll is the prime real estate of podcast advertising. Unlike pre-roll ads (which can be skipped before the content starts) or post-roll ads (which play after the content ends), mid-rolls occur when the listener is most captivated. They usually happen 40% to 70% of the way through an episode. Because the listener is 'locked in' to the story or interview, they are less likely to pull out their phone to skip 30 seconds. Consequently, mid-roll ads command the highest CPM rates in the industry. The challenge for the creator is finding a natural break in the conversation to insert the ad without ruining the flow.
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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.