Advertisements can lead to a reliable stream of income for successful podcasts. There are many types of monetization strategies, and choosing the right one can make all the difference.
One detail that creates a lot of confusion for new podcasters is ad insertion. What is client side ad insertion for podcasts? What about server-side ad insertion? Keep reading to learn more about these strategies. The Basics of Server-Side Ad Insertion Server-side insertion is akin to traditional television advertisements. As the name would imply, it happens on the ad-delivering server. The server stitches the content into the audio at the last minute, creating a relatively seamless listening experience. Markers will indicate where advertisements should go, and the server will do the heavy lifting to pick content relevant to the reader. While server-side ad insertion does have its perks, it's more complex and comes with higher costs. There are also no standards for metadata and ad-tracking. What is Client Side Ad Insertion for Podcasts? Client-side insertion is the more popular choice. It's cost-effective, easy to set up, and flexible. To use this monetization strategy, you would need to insert ad markers. The markers indicate when the podcast should pause to play ads. The difference with this strategy is that the client handles the entire process. The "client" refers to the podcast platform the listener uses to enjoy your show. While server-side insertion stitches advertisements at the last second, this option uses a different approach. Whenever the client reads the ad markers, it will pause your podcast before contacting the ad server. The server will send an appropriate advertisement based on individual listener data. After the ad plays, the podcast will resume. Which Type of Ad-Insertion is Right for Your Podcast? Both of these insertion strategies can help your podcast earn revenue. Generally, client-side insertion is the more straightforward and cost-effective option. However, server-side insertion is ideal for publishers wanting a smoother listening experience with seamless transitions and playback. Read a similar article about podcast advertising strategy here at this page.
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AuthorJustin Taylor, podcast marketing consultant, providing info about monetizing a podcast, analytics, promotion ideas and advertising for SME's. Archives
March 2022
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