Ad serving in audio podcasts
                     Ad serving in audio podcasts
John Z
Writes on ad managing using ad servers for 
publishers, involved with Adspeed ad server 
for publishers.
There are now countless different ways to get your message out to the 
masses, with new methods arriving on a rather regular basis. One style 
of advertising with a lot of traction is ad serving in audio podcasts. If you 
are not familiar with podcasts, they are basically radio shows that are 
specific to a niche or subject. There are now tens of thousands of 
podcasts being created on a daily basis on many different topics. 
Therefore, it should not be hard to find one that fits your brand or 
message. There are, though, things to consider if you are going to 
advertise within an audio podcast so let’s dig a little deeper.
Product/service endorsement
While some podcasters will basically do a blind read of your ad for a set 
amount of money, your best results are going to come from those who 
actually use your product or service and enjoy it. Podcasts tend to have 
a very loyal audience, which means that listeners will be more than 
happy to try something new if it is being recommended by the host of 
the show. Be prepared to give a free product or sample to your chosen 
podcast if you want to get a review.
Infomercial opportunity
While some podcasts are scripted or planned to a certain degree, many 
more are loose and open to seeing discussions head off in several 
different directions. This could prove to be very good for your product 
or service, as the host or hosts of the show may decide to spend some 
time talking about what it is that you have to offer and how it works. 
This then becomes an infomercial of sorts where listeners get a lot more 
information and details. This approach is both educational and 
promotional, which may be enough to create a good source of potential 
customers.
Ad copy
In most cases, the podcast’s host will simply read a piece of ad copy 
relating to your product or service, often at the start of the show, but 
sometimes in the middle or the end. This is your chance to reel in 
potential customers, but that only happens if your audio ad copy is 
clear, tight and to the point. People, especially those listening on the go, 
need to be able to know exactly what they are getting without 
wondering or having to use their imagination unnecessarily. Keep ad 
words simple and precise.
Dynamic ad serving
In many cases, ads in podcasts are embedded statically, like forever, as 
part of the audio stream. No matter when someone listens, the ad will 
always be the same. As podcasts have become more popular, the 
method for audio ad serving has changed. Many are now looking at 
dynamic ad serving, which audio ads are inserted or stitched on demand 
into the podcast. This means that ads can be changed or altered 
independently from the podcast so that people who listen to episodes 
from months or even years ago will hear current, relevant ads for your 
product or service.
Ad metrics and tracking
If you frequently listen to podcasts that have ads, you will have probably 
noticed that the host will present you with a coupon code, a specific 
phone number or website address to use when you order the product 
being advertised. These codes are used to help advertisers understand 
the sources of incoming leads and purchases. This report is essential 
because it gives them a clear idea of the return on their investment.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.