Podchaser’s Collections+ Enables 24% More Acast Podcast Creators to Earn Ad Revenue

🗞️ This Week’s Lineup:

🤑 Collections+ Enables 24% More Creators to Earn Ad Revenue

🧠 Where Should Podcasters Place Their Ads?

🚨 200M+ Podcast Episodes Now Available on Podchaser

🤑 Podchaser’s Collections+ Enables 24% More Acast Podcast Creators to Earn Ad Revenue

Last year, we launched Collections+ to improve podcast targeting capabilities after discovering that the majority of podcast advertisers were actually missing their target audiences. In fact, Podchaser and Magellan AI data shows that in 2023, 44% of US podcast advertising investments went to the top 500 shows. However, these shows only accounted for 12% of monthly reach, which means advertisers missed the opportunity to target 88% of the addressable podcast audiences.

Since its launch, Collections+ has more than doubled the number of verticals the average show appears in, adding over 4,000 shows to sales verticals and creating additional revenue opportunities for podcasters. This added scale for advertisers has seen half of all advertising buys for Acast using Collections+ in the first half of 2024.

Collections+ is available to any hosting provider, ad platform, or marketplace in the podcasting industry looking to enhance its targeting offerings for advertisers.

🧠 Where Should Podcasters Place Their Ads?

Dane Cardiel at Gumball.fm published a new study this week. And podcasters monetizing their shows ought to take note.

TL;DR where you place your midroll ad markers has an outsized—and underappreciated—impact.

Here’s Dane’s general guidance:

• A 30-minute show should have 1 midroll ad break of 2-3 ads each, placed around the 15-minute mark. 

• A one-hour show should have 2 midroll ad breaks of ~2 ads each. Place the first between minutes 15-20 and the second between minutes 30-35.

• For 90+ min. shows: 2-3 midroll ad breaks of ~2 ads each. Please note, your midroll breaks do NOT adjust proportionally. Treat this episode like a one-hour show plus bonus content. Again: midroll break 1 at 15-20 minutes and midroll break 2 at 30-35 minutes. If you have a high sell-through rate, you might offer a third midroll break at  the ~70% mark but be transparent with your ad buyers about its positioning. Perhaps offer this spot at a discount to compensate for audience drop-off.

There’s a lot more to unpack in Dane’s deep dive, which you can read here 👇️ 

🚨 200M+ Podcast Episodes Now Available on Podchaser

Last week we surpassed 200,000,000 podcast episodes on Podchaser.

That is a lot. And wouldn’t be possible without all the folks in front of mics, behind mixing panels, and all the world’s avid podcast listeners.

Cheers to you! And have a great weekend 🍾 

👋 See you soon!

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