Podbean Academy

For Advertisers Learning and Tutorials

Learn how podcast advertising works for brands and advertisers. Explore guides on podcast ad formats, audience targeting, campaign planning, sponsorships, and how to reach listeners through podcast advertising.

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30 mins
The Ultimate Guide to Podcast Advertising

Learn what podcast advertising is, its benefits, who can use it, and how it works. Find out where to buy and start your campaign effectively.

Tutorial
10 mins
Podbean Ads Marketplace Explained

Podbean Ads Marketplace is a two-sided podcast advertising marketplace. It helps podcasters monetize their shows by making ad inventory available, and it helps advertisers (brands, agencies, businesses, and podcasts) promote through podcast ad campaigns. For podcasters, Ads Marketplace unlocks ad revenue without requiring them to source advertising opportunities themselves. For advertisers, it offers a self-serve platform to launch goal-based podcast ad campaigns and monitor performance with ease. This guide explains how Podbean Ads Marketplace works for both sides: podcasters who want to earn ad revenue, and advertisers who want to reach podcast listeners. What Is Podbean Ads Marketplace? Podbean Ads Marketplace connects advertisers who want to run podcast ad campaigns with podcasters looking to monetize their shows through advertising. The marketplace works through three core functions: Matching: Podbean connects podcast inventory with relevant advertising opportunities. Inserting: Ads are dynamically inserted into available ad time slots in audio episodes. Tracking: Podcasters and advertisers can review campaign or revenue performance in their dashboards. For podcasters, this means Podbean can help match your podcast with advertiser demand and track results and revenue. For advertisers, this means you can create campaigns to promote a brand, product, service, event, or podcast through podcast ads. For Podcasters: How to Monetize with Ads Marketplace Podbean Ads Marketplace is a built-in podcast monetization platform that helps podcasters earn ad revenue through automated programmatic advertising. It matches your podcast with advertising opportunities, inserts ads into your episodes, and helps you earn and track ad revenue. Podcasters do minimal effort on their part. Who Can Join as a Podcaster? Podbean Ads Marketplace is open to all podcasts hosted on Podbean that meet certain requirements. For details, see Join the Podbean Ads Marketplace. Additionally, Podbean currently supports audio ads for audio episodes only. Video podcast ad monetization and video ads are not supported at this time.  How Podcasters Join Ads Marketplace To join, go to your Podbean dashboard and open Monetization > Ad Management. From there, enter the Make money by Joining Podbean Ads Marketplace section to access the Ads Marketplace dashboard. Then go to Ad Controls > Podcasts and toggle on the podcast you want to monetize. Once enabled, that podcast becomes part of the Ads Marketplace and can start receiving programmatic ads. How Podcasters Control Ads Ads Marketplace automates much of the ad matching and delivery process, but podcasters still have control over how ads appear on their shows through ad preference settings. If you manage multiple podcasts, you decide which shows are open to marketplace ads. This lets you monetize selected podcasts without automatically applying ads across your entire account. Podbean also provides controls for brand fit and listener experience. Podcasters can manage potentially sensitive ad categories and reject specific advertisers when needed. These settings help keep ad monetization more aligned with the type of content and audience experience you want for your podcast. How Ad Time Slots Work A time slot is the specific timestamp where an ad is allowed to play in your episodes. Ads can only be inserted where time slots are available. Podbean provides Smart Slot and Smart Slot Pick to help automate time slot setup. The tools together can detect natural breaks in the audio and automatically set suitable insertion points as time slots. You can also set time slots manually if you want more control. How Podcasters Track Performance Once your podcast starts receiving ads, you can check your Ads Marketplace dashboard for key performance metrics. Podbean currently shows: estimated ad revenue; ad impressions; average CPM; revenue and impression trends; daily or monthly breakdowns. Podbean provides up-to-date advertising data so you can monitor how your shows are performing in the marketplace and understand your podcast’s monetization progress over time. How Podcaster Revenue Works With Podbean Ads Marketplace, podcasters can receive up to 70% of the revenue Podbean collects from ads served on their podcasts. This gives creators a strong revenue share while Podbean handles the ad matching, insertion, tracking, and marketplace operations. To receive ad payments, you will need to add a PayPal account as your payout method. For current payout requirements and payment details, see Getting Paid for Ads. For Advertisers: How to Promote with Ads Marketplace Podbean Ads Marketplace is also built for advertisers who want to reach podcast listeners. Ads Marketplace is open to advertisers beyond the Podbean hosting platform. Brands, agencies, businesses, organizations, and podcasts can create campaigns to promote their products, services, content, or shows, even if they do not host their podcast on Podbean. See Join Ads Marketplace: Advertiser Signup. How Advertiser Campaigns Work Advertiser campaigns in Podbean Ads Marketplace are built around matching the right audio message with the right podcast audience. Advertisers define what they want to promote, who they want to reach, and how much they want to spend. Podbean then uses those campaign settings, podcast selections, and available ad inventory to deliver ads across relevant podcast episodes.  Once the campaign is live, advertisers can review performance data and use those results to understand delivery and improve future campaigns. How Advertisers Choose Their Audience Podbean gives advertisers several ways to define where their ads should run and who they want to reach.  Advertisers can target campaigns by listening device and podcast category. They can also choose specific podcasts for a campaign when they want more control over placement. These options help advertisers align their campaigns with the audiences and shows that best fit their goals. How Advertisers Create Ad Audio Podbean gives advertisers a flexible, efficient way to prepare ad audio and launch podcast ad campaigns with confidence. Advertisers who already have a finished audio ad can upload it directly during campaign setup. For those starting with an idea, Podbean’s AI-powered creation tools make it simple to create polished, ready-to-use ad audio. With Create Ad with AI, advertisers can develop campaign-ready ad copy around the goals and tone they want to convey. Natural-sounding AI voices then bring the script to life, turning it into engaging ad audio. Advertisers can further personalize the result by fine-tuning the voice and adding background music. How Advertisers Set Budget and Schedule Advertisers can set the campaign budget and schedule during campaign setup, with campaigns starting from a budget as low as $200. They can also use Frequency Cap to limit how often an individual listener hears the ad, and Campaign Pacing to control how the budget is spent across the campaign period.  How Advertisers Track Results After a campaign is live, advertisers can track campaign results from the Campaign Management page. Podbean provides ad impression reporting, including totals and detailed breakdowns by date, podcast, area, source, and ad position. Advertisers can also use conversion pixels or third-party tracking tags for additional measurement. Best Practices for Podcasters Before joining Ads Marketplace, confirm that your podcast meets the current requirements. Your show should be hosted on Podbean, meet the plan and download requirements, and use audio episodes. Choose which podcasts should receive ads. If you manage multiple shows, enable Ads Marketplace only for the podcasts that are ready for advertising. Review your ad preferences. Sensitive category controls and advertiser blocking can help you manage brand fit and listener experience. Set or review your ad time slots. Good ad placement helps ads fit more naturally into your episodes. Track performance over time. Ads Marketplace performance may vary based on advertiser demand, audience location, content category, available ad slots, and bidding activity. Best Practices for Advertisers Start with a clear campaign goal. Decide whether the campaign is meant to build awareness, promote a product, grow a podcast, support an event, or reach a specific audience. Set up the campaign according to your goals and budget. Choose the campaign budget, schedule, Frequency Cap, and Campaign Pacing based on how broadly you want the ad to run, how often you want listeners to hear it, and how quickly you want the budget to be used.  Use clear audio when setting up ads. Whether you upload your own ad or use Podbean’s AI ad creation tools, the message should be concise, easy to understand, and relevant to podcast listeners. Review podcast selection before submitting. The podcasts you choose should match the audience you want to reach. Monitor campaign results. Use impression reports, conversion rate, and third-party tracking where needed to understand delivery and improve future campaigns. Final Takeaway Podbean Ads Marketplace helps both sides of podcast advertising. For podcasters, it provides a channel to monetize audio podcasts by making ad inventory available and earning revenue from ads inserted into their episodes. For advertisers, it provides a platform to create podcast ad campaigns tailored to goals and easily track results. The marketplace works because both sides support each other: podcasters provide the inventory, advertisers provide the demand, and Podbean helps manage matching, dynamic ad insertion, and reporting. Frequently Asked Questions What is Podbean Ads Marketplace? Podbean Ads Marketplace is a two-sided podcast advertising marketplace. It helps podcasters monetize their shows and helps advertisers run podcast ad campaigns. How does Podbean match advertisers and podcasters? Podbean connects advertiser campaigns with available podcast ad inventory. Matching can depend on campaign targeting, podcast category, available ad time slots, ad preferences, and bidding activity. Who can join Ads Marketplace as a podcaster? Podcasters must be in the United States, host their podcast on Podbean with an Unlimited Audio plan or higher, and have at least 1,000 downloads in the last 30 days. For more information, please visit Join the Podbean Ads Marketplace. Can podcasters control which ads run? Podcasters can manage several ad controls, including which podcasts participate, whether sensitive ad categories are allowed or blocked, whether podcast promotion ads are allowed, and whether specific advertisers are rejected. How much revenue can podcasters receive? Podcasters can receive up to 70% of the revenue Podbean collects from ads served on their podcasts. Current payout details are available in Getting Paid for Ads. Can video podcasts receive Ads Marketplace ads? Not currently. Podbean currently supports audio ads in audio episodes only. Video ads and ad insertion in video episodes are not supported at this time. What is the minimum campaign budget? Podbean’s advertiser campaigns can start with a budget as low as $200. Can advertisers use AI-assisted ad creation? Yes. Advertisers can use Podbean’s AI Podcast Creator to help generate audio ads. How do advertisers track campaign performance? Advertisers can view ad impression reports and conversion rate. Podbean also supports third-party tracking tags for additional impression tracking.

Tutorial
5 mins
How Dynamic Ad Insertion Works on Podbean

Dynamic Ad Insertion, often shortened to DAI, is a podcast advertising technology that lets ads be inserted into podcast episodes when listeners stream or download them, instead of permanently editing the ad into the original audio file. Building on this technology, Podbean offers its own Dynamic Ad Insertion service, also known as PodAds. It allows podcasters to deliver advertising and promotional content in podcast episodes as needed and manage the campaigns in one place. In this guide, you’ll learn what Dynamic Ad Insertion technology is and how to use Podbean’s service to run and manage your ad campaigns. Part 1: Understanding Dynamic Ad Insertion Technology What Is Dynamic Ad Insertion Technology? Dynamic Ad Insertion is a technology that inserts an ad or other audio content into a podcast episode at designated ad slots when the episode is played or downloaded. The original episode audio remains unchanged, while the inserted content is delivered separately according to the current need. As a result, podcasters can update or remove an ad without editing the original episode file or re-uploading the episode. This makes it possible to keep the same episode available while changing the advertising content attached to it over time. Dynamic Ad Insertion vs Baked-in Ads A baked-in ad is edited directly into the episode audio. Once the episode is published, every listener hears the same ad unless the creator edits and reuploads the episode. Dynamic Ad Insertion is more flexible. Because the ad is delivered separately from the original episode audio, Dynamic Ad Insertion gives podcasters greater control and convenience when managing ad delivery: Add ads to new episodes without re-recordingPodcasters can add an ad to a new episode without recording it into the original audio. Update ads without re-editing episodesIf the advertising content changes, podcasters can update, replace, or remove it without editing and re-uploading the episode. Run ads according to specific needsAn ad can run for a specific period, appear only in selected podcasts or episodes, or be targeted to a specific audience. This makes DAI especially useful for flexible advertising needs, such as time-sensitive sponsorships, seasonal promotions, affiliate offers, or network advertising delivered across multiple podcasts. Part 2: Using Podbean Dynamic Ad Insertion (PodAds) What Is Dynamic Ad Insertion on Podbean? Building on Dynamic Ad Insertion technology, Podbean offers a complete Dynamic Ad Insertion service, also known as PodAds. It gives podcasters a centralized way to manage ad delivery across their podcast episodes, from campaign setup to performance monitoring. Dynamic Ad Insertion works through campaigns. Each campaign defines the ad content, delivery schedule, target audience, and selected podcasts or episodes. Once the campaign is live and connected to available ad time slots, Dynamic Ad Insertion (PodAds) can insert the ad dynamically and report delivery results in the dashboard.  When Should You Use Dynamic Ad Insertion? Use Dynamic Ad Insertion when you already have ads or promotional content to run. For example, Dynamic Ad Insertion is useful if you want to: run sponsor ads you sold directly; insert affiliate ads into selected episodes; promote your own product, event, newsletter, or show; manage house ads across multiple episodes; run network campaigns across selected podcasts; use VAST ad tags from a third-party ad server. In short, use Dynamic Ad Insertion when you already have ads, sponsors, affiliate campaigns, or VAST ad tags and need a way to control where, when, and how those ads run.  If you want Podbean to help connect your podcast with advertising opportunities, you can join Podbean Ads Marketplace. For more details, see Podbean Ads Marketplace vs Dynamic Ad Insertion. Who Can Use Dynamic Ad Insertion on Podbean? Dynamic Ad Insertion is available for podcasts hosted on Podbean, starting with the Unlimited Audio plan. Currently, Dynamic Ad Insertion supports inserting audio ads or other audio content into audio episodes only. Podbean DOES NOT currently support video ads or ad insertion for video episodes. How to Use Dynamic Ad Insertion on Podbean Step 1: Create a Campaign Start from your Podbean dashboard. Go to Monetization > Ad Management, then choose Use Podbean Dynamic Ad Insertion to enter the Dynamic Ad Insertion dashboard. Create a new campaign and complete the basic campaign settings. These include the campaign start date, end date, maximum ad impressions, and campaign priority. Priority controls the playback order when more than one campaign is eligible to play in the same ad position. Next, set up the ad details. Choose whether the campaign will use pre-roll, mid-roll, or post-roll ads, then upload your ad audio files or use VAST ad tags if your campaign is delivered through a third-party ad server. Finally, choose which podcasts and episodes should receive the campaign. Step 2: Set Ad Time Slots Ad time slots are the points in an episode where ads can be inserted. After creating a campaign, set ad time slots in the selected episodes. These slots tell Dynamic Ad Insertion the exact points where pre-roll, mid-roll, or post-roll ads can be inserted. You can set ad time slots automatically or manually. Podbean’s Smart Slot and Smart Slot Pick can help identify natural breaks in the episode and automatically set suitable insertion points as time slots. If you want more control, you can manually set the time slots yourself. Step 3: Run the Campaign and Track Results After the campaign is created and time slots are available, Dynamic Ad Insertion can insert the ads according to your campaign settings. Once the campaign is running, you can view campaign stats in your dashboard, including impression overview and detailed stats such as impressions by position, date, and podcast. If you need third-party measurement, you can add third-party tracking tags. How Much does Dynamic Ad Insertion Cost? Dynamic Ad Insertion is free for users on the Podbean Network plan. For other hosting plans, the service is charged at $1 CPM ($1 per 1,000 delivered ad impressions) and billed monthly. FAQ What is Dynamic Ad Insertion on Podbean? Podbean’s Dynamic Ad Insertion (PodAds) service allows podcasters to deliver advertising and promotional content in podcast episodes as needed and manage the campaigns in one place. What is Dynamic Ad Insertion best for? Dynamic Ad Insertion is best for podcasters, networks, or teams that already have ads to run and need to control campaign dates, placements, targeting, selected podcasts or episodes, ad files, VAST tags, and reporting. Do I need ad time slots for Dynamic Ad Insertion? Yes. Ads can only be inserted where ad time slots are available. If an episode does not have an active time slot for the campaign’s ad position, the ad will not play in that episode. Can Dynamic Ad Insertion use VAST ad tags? Yes. Dynamic Ad Insertion supports the use of VAST ad tag URLs in campaigns, which allows users to link up with a third-party ad server and deliver ads seamlessly into podcasts.  For more information, including supported macros and VAST tag requirements, see Using VAST Ad Tags. Can I add third-party tracking for Dynamic Ad Insertion campaigns? Yes. Podbean supports third-party impression tracking tags for campaigns. For more information, including supported tracking vendors, see How to Add Third-Party Tracking Tags. Can I use Dynamic Ad Insertion for video episodes? No. Podbean currently supports ad insertion for audio episodes only. Video episode ad insertion is not available at this time. Final Takeaway Dynamic Ad Insertion gives podcasters a more flexible way to manage podcast ads. Instead of locking each ad into the original audio file, you can use Dynamic Ad Insertion to schedule campaigns, choose placements, update ad content, and track delivery from one ad management workflow. For creators with their own sponsors, affiliate offers, house promos, or network campaigns, Dynamic Ad Insertion (PodAds) helps turn podcast advertising from a manual editing task into a manageable campaign system.

Tutorial