Side Hustle: Podcasting - Terminology

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Rising Star
BGOL Patreon Investor
most common terms you’ll need to know
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Podcast
A digital audio file made available on the Internet for downloading to a computer or portable media player, typically available as a series, new installments of which can be received by subscribers automatically.


Podcatcher
A podcast player or software used to play podcasts. Apple's iTunes podcast player is the original and by far has the most market share in the industry, but many others exist such as SoundCloud, Stitcher, OverCast, DownCast, Spreaker, Clammr, Pocket Casts, and others. Spotify and even Google will soon be adding podcasts to their library. You're also seeing independent podcasters and artists make their own player apps. All of this is exciting as they all provide distribution channels to get podcasts to the ears of more potential listeners.

Podcaster
The podcast host.

Podcast Advertising
Your brand/product/company gets mentioned on the podcast.

Sponsor/Advertiser
The company or individual pays the podcaster money to mention their ad.


Billboard Ad
A short 10-second ad that gets mentioned during the beginning, middle, or end of a podcast.

Ad Inventory
Refers to all of the ad units you have for sale.

Ad Spot
Ad products the podcaster sells to the advertiser.

Ad Campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication.

Availability
How many ad spots are available to order within the given timeframe. This is closely related to your publishing frequency and how many ad spots are available per episode. For instance, if you publish a new episode once per week and offer one ad spot per episode, then your availability would be 1 per week.

Delivery Time
The amount of time that is required by the podcaster to complete the ad unit. This is the time it takes from when the advertiser purchases an ad unit(s) to the time you complete it and the ad is live. If you have a backlog of orders, you will need to take this into consideration and adjust your turnaround accordingly.

Brand Awareness Ads
Larger brands wanting to get their brand in front of larger audiences and generate buzz and create awareness. They don't track results for these type of podcast ads.

Native Advertising
A type of advertising, usually online but possible elsewhere, matches the form and function of the platform upon which it appears which in our case is podcasts.

Programmatic Advertising or Dynamic Ad Insertion Technology
Programmatic advertising typically refers to the use of software to purchase and insert ads in a particular medium, as opposed to the traditional process that involves RFP's human negotiations and manual insertion orders. It's using machines to buy and insert ads.

Direct Response Marketing
Marketing/advertising that can track results. In most cases, advertisers drive traffic to a unique traceable URL or a unique coupon code.

Direct Response Offer Codes
A coupon code that the podcast host mentions to the listening audience. Audience members then enter the code during checkout which then is used to measure the effectiveness of the advertiser's ad campaign by totaling how many coupon codes were redeemed.

Podcast Ad Platform
AdvertiseCast is the first self-serve online advertising platform for podcast advertising. We simply provide a marketplace for podcasters to sell ad spots to advertisers. Improves communication and efficiencies.

Podcast Advertising Agency
A company that acts as a liaison (middleman) to connect advertisers with podcasters.

Request for Proposal (RFP)
A request for proposal (RFP) is a solicitation, often made through a bidding process, by an agency or company interested in procurement of a commodity, service, or valuable asset, to potential suppliers to submit business proposals.

Rate Card
A rate card is a document containing prices and descriptions for the various ad placement options available from a media outlet. This is generally the maximum price that one may pay.

Blue Chip Advertiser
A large corporate advertiser. Think Ford, Pepsi, Procter & Gamble.

Branded Content
Branded content is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production.

Buying Wide vs. Narrow
Buying wide simply means buying podcast ads across many different categories. Buying narrow means buying ad packages around a certain niche.

Length Flights
The period of time your advertising appears.

Insertion Order
Insertion order is the final step in the ad proposal process. When signed, it acts as a commitment that the advertiser will run a campaign or ad spot on the podcaster's podcast. Our platform automatically takes care of this for you.

Talking Points
The podcast host just requires a few bullet points about your product or service and they will fill in the rest.

Ad Script
The written words of your audio ad. If the podcaster has a 60-second audio ad, you will need to write down enough content to create a 60-second audio ad.

Live Read Ad
The podcast host reads your ad live during his/her show. In most cases, your ad will be permanently recorded.

Pre-Produced Ad
Podcaster requires an audio file that is already composed. You must supply this file (usually an mp3 file) to the podcaster and then they stitch it into the episode.

Permanently Recorded
Your ad is included in that podcast episode forever.

On Script (Exact Read)
The podcast host must read your ad script verbatim (exact).

Off Script
The podcast host can read your ad using their own words.

Limited Time
Your ad is included in that podcast episode for a period of time.

Pre-Roll Ad
The ad gets mentioned at the beginning of a podcast.

Mid-Roll Ad
The ad gets mentioned during the middle of the podcast.

Post-Roll Ad
The ad gets mentioned near the end of the podcast.

Outro
The last words of the podcast where the podcaster can give one more shout-out about the ad. Remember to visit Advertiser X and Save up to 50% all items with code X.

Offer codes
draw a direct line between podcast advertising spend and conversions. Another easy way to attribute podcast advertisements to conversions is through the use of surveys. Ask buyers or subscribers how they heard about your brand when they sign up or make a purchase. It may fill in some blanks for leads that aren’t attributed to vanity URLs, promo codes or other advertising tactics, but resulted from a podcast ad. Growth Marketing Pro estimates a 30% response rate, on average for survey responses. The old adage “what isn’t measured, cannot be improved” rings true for podcast advertisers. Incorporate at least one measurement tool in every ad campaign to arm yourself with the right data to attribute conversions and continually improve your advertising success.

CPA rate:
a measurement of the “cost per acquisition,” or cost to acquire one new customer as a result of an advertisement.

CPM Rate
Cost per mille (CPM) cost per 1,000 listeners. In podcast land, the average CPM rate according to sources is approximately $18-$25. Some popular and well-produced shows are seeing CPM's up to $100. We recommend you price closer to the industry average when starting.


If a podcaster’s set CPM is $25, that means you would pay $25 for every thousand (unique) downloads of the podcast in which you place your ad. In other words, if a podcast has 10,000 listens per episode, you would divide by 1,000 and multiply that number by your CPM, which is $25 in this case. Your cost-per-episode for this podcast would be $250.

CPM's are calculated as:
Cost / Downloads * 1000

CPA Rate
Cost per acquisition (CPA) Cost to acquire 1 customer.

Listener Count
The average number of downloads each episode of your podcast receives. We measure this in a span of the first month and recommend the podcaster under forecast and over-deliver their download numbers. Your podcast hosting provider should have this data available for you. *how many downloads each episode receives on average over a 30 day period

Download Numbers

This is synonymous with listener count on our platform. Advertisers require a data point that gives them an engagement metric of how many listeners your show receives on average, so they can make an educated decision on whether to advertise with you or not. But technically download numbers are different than listens in the podcast hosting world because downloads are determined by how many times the requested media file is requested from the host. So one person could download the file to multiple devices (hence counting as 2 downloads), but this would only constitute as one listen. It goes the other way too where you could download the file one time and have multiple people listening in your car or cafe. But with all of this said, we believe that one download = one listen +/- 10%.


Show Notes Page
The podcaster's web page that describes that specific episode.

Back Catalog
Previously recorded podcast episodes.

Evergreen Content
Content that is sustainable and lasting, remains relevant over time.

Listed in RSS Feed
Podcaster mentions your ad in the episodes RSS feed. This shows up as a text on podcast players when playing the episode.
 
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