Do Midroll Ads Really Work? | Ep. #719

TL;DR

Midroll ads may be skipped but can still be effective.

Transcript

welcome to another episode of marketing school I'm Eric Hsu and I'm Neil Patel and today we're gonna talk about do mid-roll ads really work so let's explain what mineral ads are first so you're listening to this podcast right now average person list is about seven podcasts I'm sure you've heard this before where you know we're talking and then half... Read More

Key Insights

• Midroll ads are placed in the middle of podcast episodes, unlike pre-roll and post-roll ads which are at the beginning and end.
• Eric observed a significant drop in listener retention during midroll ads, but listeners returned after skipping them.
• Despite listeners skipping midroll ads, they can still be effective if listeners return and stay engaged afterward.
• Customizing landing pages and thank-you pages for midroll ads can help in tracking their return on investment.
• Andrew Warner's approach of integrating ads into the podcast content increases listener engagement and sign-ups.
• Auto-inserted ads are more likely to be skipped by listeners, reducing their effectiveness.
• Native advertising, where ads are naturally integrated into content, is more effective than predictable ad placements.
• Being unpredictable with ad placements, such as varying their timing, can increase listener retention.

Questions & Answers

Q: What are midroll ads in podcasts?

Midroll ads are advertisements placed in the middle of a podcast episode. Unlike pre-roll ads that appear at the start and post-roll ads at the end, midroll ads interrupt the content to deliver a message. They are commonly used by podcasters to monetize their shows.

Q: How do midroll ads affect listener retention?

Eric observed that listener retention drops significantly during midroll ads, with about a 50% decrease. However, listeners often return to the podcast after skipping the ad, suggesting that while midrolls may interrupt the flow, they don't necessarily deter overall engagement.

Q: Can midroll ads still be effective despite being skipped?

Yes, midroll ads can still be effective even if listeners skip them. The key is that listeners return after the ad, which means the content remains engaging enough for them to continue. This suggests that midrolls can provide value if the audience remains interested in the overall content.

Q: How can podcasters increase the effectiveness of midroll ads?

Podcasters can increase the effectiveness of midroll ads by integrating them naturally into the content, creating customized landing pages to track ROI, and varying the timing of ads to make them less predictable. This approach can lead to higher engagement and better returns on investment.

Q: What is native advertising in the context of podcasts?

Native advertising in podcasts involves integrating ads seamlessly into the content, making them appear as a natural part of the episode. This method, used by Andrew Warner, involves discussing the product or service within the podcast in a way that feels organic and engaging to listeners.

Q: Why are auto-inserted ads less effective?

Auto-inserted ads are often predictable and can disrupt the flow of the podcast, leading listeners to skip them. Since they are not tailored to the specific content or integrated into the discussion, they tend to be less engaging and have a lower impact on listener engagement and conversion.

Q: What strategy does Andrew Warner use for podcast ads?

Andrew Warner uses a strategy of native advertising, where he integrates ads into the podcast content by discussing the product or service naturally within the episode. This approach increases listener engagement and has been shown to generate more sign-ups and revenue for advertisers.

Q: How can unpredictability in ad placement benefit podcasts?

Being unpredictable with ad placements, such as varying the timing or integrating ads into the content, can prevent listeners from automatically skipping them. This unpredictability keeps listeners engaged and can enhance the effectiveness of the ads by ensuring they are heard rather than skipped.

Summary & Key Takeaways

• Eric and Neil discuss the effectiveness of midroll ads, noting that while many listeners skip them, they often return to the content afterward. This suggests that midroll ads can still be valuable despite initial drop-offs.

• The podcast episode highlights the importance of integrating ads naturally into the content, as done by Andrew Warner, to increase listener engagement and potential revenue.

• They recommend creating custom landing pages for midroll ads to better track ROI and suggest that unpredictable ad placements may help keep listeners engaged.