What is 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.
Why Post-Roll Ad Matters for Podcasters
Post-roll ads are placed at the very end of your podcast episode, after you've finished your main content and before the episode officially ends. While they have the lowest CPM rates (typically $10-$18), they're still valuable because they don't interrupt the listening experience at all. Listeners who make it to the end are often your most engaged audience members, which can make post-roll ads effective despite lower rates. Many podcasters use post-rolls for their own promotions—asking for reviews, promoting merchandise, or encouraging newsletter signups. Some hosts also use this space for house ads or cross-promoting other shows. The challenge with post-roll ads is that completion rates vary widely; some episodes might see 60-70% of listeners reach the end, while others might only see 30-40%. This variability makes post-rolls less predictable for advertisers, which is why they command lower rates. However, they're an excellent way to monetize without any content interruption.
Ready to get started?
Calculate your potential post-roll ad revenue with our free Podcast Revenue Calculator.
Try Podcast Revenue Calculator →Related Terms
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.
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.