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A post-roll podcast ad is a short 15 to 30-second promotional message that plays after the main content of an episode has concluded. This placement is ideal for reaching the most engaged and loyal listeners—those who stick with an episode until the very end. Because it appears after the episode's natural conclusion, a post-roll ad is less disruptive than a pre-roll or mid-roll ad.
Features of a post-roll podcast ad
Host-read or pre-produced: A post-roll can be read by the podcast host in their natural, authentic voice to feel like a personal recommendation. Alternatively, it can be a professionally produced, pre-recorded spot inserted into the episode.
Action-oriented messaging: Because it’s the final thing a listener hears, a post-roll is effective for quick, direct-response campaigns. It often has a single, clear call-to-action (CTA).
Lower cost: As advertisers primarily focus on mid-roll placements, post-rolls are often more affordable, providing a strong return on investment (ROI) for marketers on a budget.
Lower listener retention: Post-roll ads are more vulnerable to listener drop-off than mid-roll ads. Some listeners may stop the episode as soon as the main content ends.
Dynamic ad insertion: Most post-rolls are inserted dynamically, meaning the ad is placed into the episode at the time of download. This allows for real-time adjustments based on targeting parameters and campaign updates.
A post-roll podcast ad is a short 15 to 30-second promotional message that plays after the main content of an episode has concluded. This placement is ideal for reaching the most engaged and loyal listeners—those who stick with an episode until the very end. Because it appears after the episode's natural conclusion, a post-roll ad is less disruptive than a pre-roll or mid-roll ad.
Features of a post-roll podcast ad
Host-read or pre-produced: A post-roll can be read by the podcast host in their natural, authentic voice to feel like a personal recommendation. Alternatively, it can be a professionally produced, pre-recorded spot inserted into the episode.
Action-oriented messaging: Because it’s the final thing a listener hears, a post-roll is effective for quick, direct-response campaigns. It often has a single, clear call-to-action (CTA).
Lower cost: As advertisers primarily focus on mid-roll placements, post-rolls are often more affordable, providing a strong return on investment (ROI) for marketers on a budget.
Lower listener retention: Post-roll ads are more vulnerable to listener drop-off than mid-roll ads. Some listeners may stop the episode as soon as the main content ends.
Dynamic ad insertion: Most post-rolls are inserted dynamically, meaning the ad is placed into the episode at the time of download. This allows for real-time adjustments based on targeting parameters and campaign updates.