Monetizing your live and on-demand audio streams with effective ads can be a challenge, and there are several factors that can negatively impact your success. In this post, we’ll discuss three key areas to consider for improving your advertising outcomes: where your content is sourced from, midrolls, and the use of Listener ID.
Content Sourcing
The best place for listeners to access your audio content is through your own website or mobile app. By using your own platform, you have more control over the ad serving process and can add more ad formats such as video and banner ads. You can also gain higher CPM’s rate by serving targeted ads more precisely and minimize instances of bot traffic that can be flagged by advertisers.
However, some listeners may prefer to access your content through third-party platforms. In these cases, it’s important to choose platforms that follow your content guidelines and offer you the ability to control ad-serving options.
Midrolls
Midrolls are advertising breaks that occur during live broadcasts or on-demand audio streams. Without midrolls, your earning potential decreases. It’s important to ensure that midrolls in live broadcasts are timed to coincide with jingles or LPM ad breaks to avoid interrupting the listening experience. For podcasts and on-demand audio, adding ad markers for midrolls is a good practice.
Listener ID
A Listener ID is a unique identifier that allows for advanced targeting and frequency capping to optimize the listener experience. It also enables the use of third-party data, such as demographics, behavioral information, and conversion tracking, to increase the likelihood of selling inventory.
To maximize your advertising potential, your website and mobile app should capture Listener IDs for devices accessing your content, and these IDs should be shared with your advertisers. Consider implementing this functionality if it is not already in place.
By accounting for these three factors, you can improve your audio monetization efforts and increase your chances for advertising success. Take the time to evaluate your current strategy and make any necessary adjustments to improve your ad serving process. With these tips in mind, you’ll be on your way to better audio monetization outcomes.
