Dynamic Ads Are Coming [Day 27 30 Days of Podcast Notes]
September 27, 202600:05:51

Dynamic Ads Are Coming [Day 27 30 Days of Podcast Notes]

Dynamic ads are going to be a bigger part of podcasting, the same way they were for YouTube. I explain what they are, how you can mix programmatic ads with your own recorded spots, and why the technology could also enable dynamic content, like platform-specific calls to action, an idea I first heard from Tom Webster of Sounds Profitable. Full disclosure: I'm the evangelist for RSS.com, which hosts this show and has dynamic ads on its paid plans. I share my real numbers too: 770 downloads in the last 30 days, about 4,059 all time, and $7.08 in ad revenue this month. Not a lot, but it's money I made on episodes I was going to make anyway.

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00:00:00 --> 00:00:08 Hey everybody and welcome to day 27 of 30 days
00:00:08 --> 00:00:14 of podcast notes here on The Streamlined. So
00:00:14 --> 00:00:19 yesterday I talked about what will always work
00:00:19 --> 00:00:26 in podcasting. Today I want to talk about dynamic
00:00:26 --> 00:00:30 ads. Even though yesterday I told you, hey, have
00:00:30 --> 00:00:32 a small show, serve an audience, sell to that
00:00:32 --> 00:00:36 audience. Dynamic ads are going to be an even
00:00:36 --> 00:00:38 bigger part of podcasting in the future. We are
00:00:38 --> 00:00:41 seeing more hosts roll them out in a more meaningful
00:00:41 --> 00:00:44 way. I personally like dynamic content better,
00:00:44 --> 00:00:46 but here, you know, this show is hosted on RSS
00:00:46 --> 00:00:49 .com. Full disclosure, I am the evangelist for
00:00:49 --> 00:00:55 RSS .com. But we have a programmatic ads, dynamic
00:00:55 --> 00:00:59 ads feature on our paid plans. And it's actually
00:00:59 --> 00:01:02 automatically enabled on the Max plan. So if
00:01:02 --> 00:01:05 you have video, we will dynamically insert ads
00:01:05 --> 00:01:09 into your video that you get money from. And
00:01:09 --> 00:01:11 we do that to offset the cost so that the video
00:01:11 --> 00:01:13 plan is not prohibitively expensive. But we also
00:01:13 --> 00:01:18 have no minimum for you to start generating money
00:01:18 --> 00:01:21 from ads, which is dramatically different from
00:01:21 --> 00:01:25 YouTube and Spotify. But we're seeing more hosts
00:01:25 --> 00:01:27 roll this out. So what are dynamic ads if you
00:01:27 --> 00:01:30 don't know? These are ads that are automatically
00:01:30 --> 00:01:35 inserted into your podcast feed and served up
00:01:35 --> 00:01:38 based on information about the listener. So things
00:01:38 --> 00:01:42 like location and interests and whatever else
00:01:42 --> 00:01:45 the advertising company knows about you. So the
00:01:45 --> 00:01:48 idea is that you'll get served relevant ads.
00:01:48 --> 00:01:50 And in more sophisticated systems, You can do
00:01:50 --> 00:01:53 a mix of dynamically inserted ads and your own
00:01:53 --> 00:01:56 ads to be inserted dynamically as well. So you
00:01:56 --> 00:01:58 can record them and then say like, I want them
00:01:58 --> 00:02:01 to fill 30 % of the slots for the month and everything
00:02:01 --> 00:02:03 else should be dynamically inserted. And this
00:02:03 --> 00:02:05 is a way for you to make money without necessarily
00:02:05 --> 00:02:09 having to sell on sponsorship. And like I said,
00:02:09 --> 00:02:11 I'm including this in the future of podcasting
00:02:11 --> 00:02:14 because I think it's much like it did for YouTube.
00:02:15 --> 00:02:18 I think we're going to see more podcast hosting
00:02:18 --> 00:02:22 platforms use this and promote it as a feature
00:02:22 --> 00:02:26 because it really is. It's technologically complicated.
00:02:26 --> 00:02:30 It is an easy win for the content creator. But
00:02:30 --> 00:02:34 I think it could be even more interesting than
00:02:34 --> 00:02:37 that. I heard Tom Webster talk about this a few
00:02:37 --> 00:02:39 years ago. Tom Webster from Sound Profitable.
00:02:39 --> 00:02:43 Sounds profitable. But he mentioned that with
00:02:43 --> 00:02:47 the ability to do dynamic ads and know several
00:02:47 --> 00:02:51 things like maybe where they're listening location
00:02:51 --> 00:02:54 -wise, but also platform -wise or app -wise,
00:02:55 --> 00:02:58 we can start to do more dynamic content in our
00:02:58 --> 00:03:02 podcast. So, you know, if you've ever watched
00:03:02 --> 00:03:06 a YouTube video that's also a podcast, they're
00:03:06 --> 00:03:08 likely to say something like, if you're watching
00:03:08 --> 00:03:11 the YouTube video, right? Maybe that's something
00:03:11 --> 00:03:13 that you only need to include in the YouTube
00:03:13 --> 00:03:15 video. So you don't have to say, if you're watching
00:03:15 --> 00:03:18 the YouTube video, you just say, you can see
00:03:18 --> 00:03:21 here, right? Or serve them up different calls
00:03:21 --> 00:03:25 to action based on the platform. So if it is
00:03:25 --> 00:03:27 on YouTube, you could say, hey, like and subscribe.
00:03:27 --> 00:03:29 Be sure to click that bell. But if they're not,
00:03:30 --> 00:03:32 then you can just say, subscribe, right? So you
00:03:32 --> 00:03:35 can drop that wherever you're listening. So I
00:03:35 --> 00:03:38 think that's really interesting. The technology
00:03:38 --> 00:03:40 is getting better. And I think it is going to
00:03:40 --> 00:03:45 be a bigger part of podcasting because the technology
00:03:45 --> 00:03:47 is getting better. It's getting more ubiquitous.
00:03:48 --> 00:03:51 And especially with like YouTube recently changing
00:03:51 --> 00:03:55 both how they count views and how many watch
00:03:55 --> 00:03:58 hours it takes to start making money with AdSense.
00:03:59 --> 00:04:03 I think creators are going to, if they haven't
00:04:03 --> 00:04:05 already, start looking for other avenues to make
00:04:05 --> 00:04:08 money. and dynamic ads in podcasting is definitely
00:04:08 --> 00:04:10 a way to make money. And like I'll do, so full
00:04:10 --> 00:04:13 disclosure, you know, I do use them. I mean,
00:04:13 --> 00:04:16 you've heard them on these episodes if you've
00:04:16 --> 00:04:20 been listening. And so I can share, you know,
00:04:20 --> 00:04:24 this show does not get a lot of downloads. So
00:04:24 --> 00:04:29 I will share with you downloads in the last 30
00:04:29 --> 00:04:31 days, 770. That's going to be way up because
00:04:31 --> 00:04:34 I've been doing daily episodes. All time downloads
00:04:34 --> 00:04:40 is $4 . That's probably that's all time since
00:04:40 --> 00:04:44 I moved to this show about a year ago to RSS
00:04:44 --> 00:04:50 .com. And then paid ads. I've earned $7 .08 this
00:04:50 --> 00:04:53 month, which sounds silly, but like, you know,
00:04:53 --> 00:04:56 it's not a lot of money, but it is indicative
00:04:56 --> 00:04:58 of the fact that I was going to make these episodes
00:04:58 --> 00:05:01 either way. And I've made an extra seven bucks
00:05:01 --> 00:05:05 doing nothing. And so what this could do, right,
00:05:05 --> 00:05:07 I'm a sponsorship coach, but what this could
00:05:07 --> 00:05:11 do is incentivize creators to actually promote
00:05:11 --> 00:05:14 their show and spend time creating good episodes,
00:05:14 --> 00:05:16 because the more downloads you get, the more
00:05:16 --> 00:05:19 listens you get, the higher your payout is. And
00:05:19 --> 00:05:22 maybe podcasting won't feel like such a slog
00:05:22 --> 00:05:24 to a lot of people. So I think that's where the
00:05:24 --> 00:05:28 future lies. Happy to talk more about this. You
00:05:28 --> 00:05:30 know, send me a message over at streamlinesfeedback
00:05:30 --> 00:05:34 .com. But that's it for this episode, episode
00:05:34 --> 00:05:38 27 of 30 Days of Podcast Notes. We're coming
00:05:38 --> 00:05:40 up to the end here. If you have enjoyed this
00:05:40 --> 00:05:44 series, check out my other podcast, my main podcast,
00:05:44 --> 00:05:46 The Streamline Solopreneur, wherever you are
00:05:46 --> 00:05:49 listening to this. Thanks so much for listening,
00:05:49 --> 00:05:51 and I will talk to you tomorrow.