Pre-roll
An advertisement or promotional message that plays before the main content of the podcast episode.
What is a pre-roll in podcasting?
A pre-roll in podcasting refers to an advertisement or promotional content that is played before the main content of the podcast begins. It is typically short, lasting around 15 to 30 seconds, and is often used to promote a sponsor or advertiser's product or service. The term "pre-roll" comes from the traditional broadcasting industry, where it referred to commercials that were played before the main program.
Pre-rolls are a popular choice for podcast advertising because they are the first thing the listener hears, ensuring maximum exposure for the advertiser. They are typically read by the podcast host, which can lend credibility to the advertisement and make it more engaging for the listener. However, they must be carefully crafted to not deter listeners from continuing with the main content.
How does pre-roll advertising work in podcasting?
Pre-roll advertising in podcasting is a promotional message that plays before the podcast content begins. Advertisers pay to have their ads placed at the very beginning of the podcast, ensuring that listeners hear their message before they get into the main content. This type of advertising is considered highly effective because it is the first thing the audience hears, making it less likely to be skipped or ignored.
The process typically involves the podcast host reading out the ad script, which can be either directly related to the podcast content or completely unrelated. The ad is usually around 15 to 30 seconds long. The host may also incorporate a call-to-action, encouraging listeners to visit a website or use a special promo code. The effectiveness of pre-roll ads can be measured through metrics like direct response rates, brand recall, and increased website traffic or sales.
What is the cost of pre-roll ads in podcasting?
The cost of pre-roll ads in podcasting can vary significantly depending on several factors. These factors include the popularity and reach of the podcast, the length of the ad, and the specific terms of the agreement between the advertiser and the podcast producer.
On average, pre-roll ads, which are typically 15 to 30 seconds long and play at the beginning of the podcast, can cost anywhere from $18 to $50 per 1000 listeners (also known as CPM, cost per mille). However, for highly popular podcasts with a large and dedicated listener base, the cost can be much higher. It's also important to note that these rates can fluctuate based on the industry, target audience, and the time of year.
What are the benefits of pre-roll ads in podcasting?
Pre-roll ads in podcasting offer several benefits to both podcasters and advertisers. For podcasters, they provide a source of revenue that can help cover production costs and potentially generate profit. They also allow podcasters to monetize their content without charging listeners, which can help grow their audience.
For advertisers, pre-roll ads offer a unique opportunity to reach a highly engaged audience. Podcast listeners are typically more engaged than other media consumers, and pre-roll ads are often played at the beginning of a podcast when listeners are most attentive. This can lead to higher recall and conversion rates. Additionally, since many podcasts are focused on specific topics or industries, advertisers can target their ads to reach a specific demographic or interest group.
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