What is 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.
Why Pre-Roll Ad Matters for Podcasters
Pre-roll ads are one of the most common ad placements in podcasting because they guarantee 100% listener exposure—everyone who starts your episode will hear the ad. Advertisers value this placement because it ensures their message reaches the entire audience, not just those who listen through the mid-point. Pre-roll ads typically command CPMs between $15-$25, making them a solid revenue source for podcasters. However, they can also be the most intrusive since they interrupt the listener's immediate engagement with your content. Many podcasters use pre-rolls for their own show promotions, cross-promoting other episodes or asking for reviews. The key to effective pre-roll ads is keeping them concise and ensuring they don't delay the actual content too long, as listeners may skip if the wait feels excessive. Some hosts read pre-rolls themselves to maintain authenticity, while others use pre-produced spots from advertisers.
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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.
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.