Podcasting terms


An advertisement or promotional message that plays during the main content of the podcast episode.

What is a mid-roll in podcasting?

A mid-roll in podcasting refers to an advertising spot that occurs in the middle of a podcast episode. It is one of the most popular types of podcast advertisements, along with pre-rolls and post-rolls, which occur at the beginning and end of a podcast episode, respectively. Mid-rolls are typically longer and more detailed than pre-rolls and post-rolls, and they often involve the podcast host discussing the product or service being advertised.

Mid-rolls are considered to be highly effective in podcast advertising because they occur when listeners are most engaged with the content. They are less likely to be skipped over by listeners, as they are integrated into the main body of the podcast. This makes them a valuable tool for advertisers looking to reach a captive and engaged audience.

How does mid-roll advertising work in podcasting?

Mid-roll advertising in podcasting works by inserting advertisements into the middle of a podcast episode. This is typically done during a natural break in the content, such as a pause in the conversation or a transition between topics. The ads can either be pre-recorded or read live by the podcast host. They are often more effective than pre-roll or post-roll ads because listeners are already engaged in the content and are therefore more likely to listen to the entire ad.

The placement and content of mid-roll ads are usually determined by the podcast's demographic and the advertiser's target audience. Advertisers often prefer mid-roll spots because they occur when listeners are most engaged. Podcast hosts may also prefer mid-roll ads as they can seamlessly integrate the ad into their content, making it less disruptive for the listener. The effectiveness of mid-roll ads can be measured through various metrics such as direct response rates, brand lift, and listener surveys.

What is the benefit of mid-roll ads in podcasting?

Mid-roll ads in podcasting offer significant benefits to both podcasters and advertisers. For podcasters, they provide a source of revenue that can help cover production costs and potentially generate profit. This can be particularly beneficial for independent podcasters who may not have other sources of funding. Mid-roll ads are typically more expensive for advertisers than pre-roll or post-roll ads, which can increase the podcaster's earnings.

For advertisers, mid-roll ads offer a unique opportunity to reach an engaged audience. Unlike pre-roll or post-roll ads, which listeners may skip, mid-roll ads are placed in the middle of the podcast, when listeners are most engaged. This increases the likelihood that the ad will be heard and remembered. Additionally, because podcasts often have a niche audience, advertisers can target their ads to reach a specific demographic, increasing the effectiveness of their marketing efforts.

How to effectively use mid-roll ads in podcasting?

Mid-roll ads in podcasting can be effectively used by ensuring they are seamlessly integrated into the content. This can be achieved by making the ads relevant to the podcast topic or audience, and by having the podcast host deliver the ad in a way that matches the tone and style of the podcast. It's also important to keep the ad concise and engaging to prevent listeners from skipping it.

Timing is another crucial factor in the effective use of mid-roll ads. Placing them at natural breaks or transitions in the podcast can help maintain the flow of the content. It's also beneficial to limit the number of mid-roll ads to avoid overwhelming or annoying the audience. Lastly, tracking the performance of these ads and making necessary adjustments based on the data can help optimize their effectiveness.

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