1 00:00:06,650 --> 00:00:10,430 Welcome to Help Me Podcast, a show designed to help you 2 00:00:10,500 --> 00:00:14,266 launch and grow your podcast. I am your host, Gino, and twice 3 00:00:14,298 --> 00:00:18,090 a week I will release a new episode with different tips and tricks 4 00:00:18,170 --> 00:00:21,994 for launching and growing your podcast. From audio engineering to planning 5 00:00:22,042 --> 00:00:25,746 intentionally to growth tactics, each episode will be a bite sized 6 00:00:25,778 --> 00:00:27,750 tip to help you podcast. 7 00:00:31,210 --> 00:00:34,966 Hello everybody out there. Thanks for tuning in and thanks for spending some time 8 00:00:34,988 --> 00:00:38,826 with me here on Helpme Podcast. Today we're going 9 00:00:38,848 --> 00:00:42,342 to talk about dynamic ad insertions or dynamic 10 00:00:42,406 --> 00:00:45,930 content insertions. What they are, what they're used 11 00:00:46,000 --> 00:00:49,674 for, why you need them, and maybe we'll talk a little bit 12 00:00:49,712 --> 00:00:53,498 about the future and where I theorize 13 00:00:53,594 --> 00:00:57,326 dynamic ad insertions going. So first off, let's get 14 00:00:57,348 --> 00:01:00,974 everybody on the same page and talk about what a dynamic ad 15 00:01:01,012 --> 00:01:04,386 insertion is to make sure that everybody understands what they 16 00:01:04,408 --> 00:01:08,114 are. So what a dynamic ad insertion or 17 00:01:08,152 --> 00:01:11,982 dynamic content insertion is? It's a feature that your podcast 18 00:01:12,046 --> 00:01:15,826 host allows you to do, and they don't all allow you to 19 00:01:15,848 --> 00:01:19,654 do this. And some of them are hidden behind paywalls or not 20 00:01:19,692 --> 00:01:23,174 hidden, but they're in the higher pay tiers. For example, I use 21 00:01:23,212 --> 00:01:26,886 Transistor as my host, and I can't do ad insertions unless I 22 00:01:26,908 --> 00:01:30,566 have the medium tier package. But what a dynamic 23 00:01:30,598 --> 00:01:33,802 ad insertion or content insertion is, it allows you to 24 00:01:33,856 --> 00:01:37,514 insert pieces or clips of audio into 25 00:01:37,712 --> 00:01:41,438 an already published episode. So when you 26 00:01:41,444 --> 00:01:44,974 go to upload your podcast to a hosting site, you upload one 27 00:01:45,012 --> 00:01:48,574 MP3 file and that's it. 28 00:01:48,692 --> 00:01:52,526 It's audio. Let's say it's 30 minutes long. So if 29 00:01:52,548 --> 00:01:56,034 I have dynamic ad insertion, I can actually go into 30 00:01:56,152 --> 00:01:59,762 the audio file and pick a location within 31 00:01:59,816 --> 00:02:03,090 that 30 minutes. Let's say minute 15, for example. Exactly 32 00:02:03,160 --> 00:02:06,150 halfway, I can go into the 15 minutes mark 33 00:02:06,300 --> 00:02:10,086 and click a button to basically say, this is where I want 34 00:02:10,108 --> 00:02:13,510 my dynamic ad. And at that 35 00:02:13,580 --> 00:02:17,254 exact timestamp, at the 15 minutes mark, it will 36 00:02:17,292 --> 00:02:20,906 then stop the MP3 that I uploaded and play a 37 00:02:20,928 --> 00:02:24,618 secondary MP3 file, most commonly an ad. 38 00:02:24,704 --> 00:02:28,442 So basically what it means is that instead 39 00:02:28,496 --> 00:02:32,234 of putting an ad in my final MP3 file and not being 40 00:02:32,272 --> 00:02:35,726 able to change it ever, I can now insert this ad 41 00:02:35,908 --> 00:02:39,550 and independently change what the ad is without 42 00:02:39,620 --> 00:02:43,322 changing the podcast. This is helpful for when you want to change up your ads 43 00:02:43,386 --> 00:02:47,234 and make sure that you're keeping things relevant. So basically, you can 44 00:02:47,272 --> 00:02:50,978 change out that secondary MP3. So the main MP3 is the 45 00:02:50,984 --> 00:02:54,594 podcast itself. The second MP3, let's say, is an ad. 46 00:02:54,712 --> 00:02:58,350 So if I swap out the second MP3, I can now have a 47 00:02:58,360 --> 00:03:02,166 different ad within the same podcast. Hopefully I'm doing a good job of 48 00:03:02,188 --> 00:03:05,782 explaining this, not sure that I am. But the point 49 00:03:05,836 --> 00:03:09,462 is, you can change out your ads and you don't have to have the same 50 00:03:09,516 --> 00:03:13,226 ad over a period of time. So you can have six months go 51 00:03:13,248 --> 00:03:16,586 by. And if you have a new person that wants to 52 00:03:16,608 --> 00:03:20,426 advertise on your podcast, you can remove the old ads and just 53 00:03:20,448 --> 00:03:23,966 put the new ones in. So this opens up more options for you to be 54 00:03:23,988 --> 00:03:27,614 able to sell ads because you don't have to make new episodes to have 55 00:03:27,652 --> 00:03:31,486 new ad inserts. This is super helpful because not 56 00:03:31,508 --> 00:03:35,202 only can you do this with just advertisements, but you could also do this with 57 00:03:35,256 --> 00:03:38,994 Intros and Outros. And even if you want to just put 58 00:03:39,032 --> 00:03:42,414 an audio segment where maybe you're talking about relevant 59 00:03:42,462 --> 00:03:46,166 offerings or it's kind of an ad for yourself, you can 60 00:03:46,188 --> 00:03:49,766 do this with any sort of audio and where it 61 00:03:49,788 --> 00:03:53,478 becomes helpful is it makes your evergreen content always 62 00:03:53,564 --> 00:03:57,298 relevant to the listener. And especially with intros and outros. 63 00:03:57,394 --> 00:04:01,106 If you come out with a new season and you have a new, more 64 00:04:01,148 --> 00:04:04,966 relevant intro and it sounds better or maybe it's not as boring 65 00:04:04,998 --> 00:04:08,746 as your old one, you can literally swap it out. The only thing 66 00:04:08,768 --> 00:04:12,522 that you need to do from editing standpoint 67 00:04:12,586 --> 00:04:15,920 is leave space for this insertion. So 68 00:04:16,290 --> 00:04:20,074 for example, I have a client that has a little music trigger 69 00:04:20,122 --> 00:04:23,946 that they use to have all their dynamic ad insertions placed 70 00:04:23,978 --> 00:04:27,778 around and it's basically just like a little jingle that kind of 71 00:04:27,784 --> 00:04:31,426 like swells up in volume and then stops. And there's, like, maybe a 72 00:04:31,448 --> 00:04:35,154 second pause, and then there's a swell of the 73 00:04:35,192 --> 00:04:38,754 same music. And then it comes back down. And this, like, five 74 00:04:38,792 --> 00:04:42,454 second audio clip is used to place in the episode. So 75 00:04:42,492 --> 00:04:45,926 when I'm working on the episode and I'm editing it, I'll find a place where 76 00:04:45,948 --> 00:04:49,046 I think will make a good ad and I just put this little jingle in 77 00:04:49,068 --> 00:04:52,794 there. So I don't put any ads, I just put the little jingle in there 78 00:04:52,832 --> 00:04:56,554 that's a couple of seconds long. So then when I go to upload that 79 00:04:56,592 --> 00:05:00,314 podcast I can then identify right at this little 80 00:05:00,352 --> 00:05:04,074 jingle spot, whatever that timestamp is. That's where I want you to insert 81 00:05:04,122 --> 00:05:07,678 the ads so it seamlessly plays an ad 82 00:05:07,844 --> 00:05:11,646 sandwiched by those two jingles. Now, you don't have to have a jingle in 83 00:05:11,668 --> 00:05:15,422 order to put an ad insert into your podcast, but 84 00:05:15,476 --> 00:05:18,626 you do want to make sure that you're not like cutting off somebody's voice, right? 85 00:05:18,728 --> 00:05:22,066 You want to put it maybe either at the beginning or the end of the 86 00:05:22,088 --> 00:05:25,614 episode so you don't have to cut somebody off mid sentence 87 00:05:25,742 --> 00:05:29,474 or maybe design your podcast to where you have a natural 88 00:05:29,522 --> 00:05:33,334 break and identify that timestamp. So when you go to put 89 00:05:33,372 --> 00:05:37,174 that ad insert in, you know exactly where to put it. Where I really 90 00:05:37,212 --> 00:05:41,050 like the use of these ad insertions or these content insertions is 91 00:05:41,120 --> 00:05:44,394 for when you're offering your own services to somebody, right? 92 00:05:44,432 --> 00:05:48,170 So for example, with this podcast, in the future 93 00:05:48,240 --> 00:05:52,058 I may offer some services that I have for podcasters. I would love to 94 00:05:52,064 --> 00:05:55,886 be able to have a 32nd audio clip placed somewhere in 95 00:05:55,908 --> 00:05:59,534 the episode. Probably like maybe right after the intro where I would 96 00:05:59,572 --> 00:06:03,274 say, now I have this course for sale, or I have this consulting, 97 00:06:03,322 --> 00:06:06,874 or I have a group program going on and I can 98 00:06:06,932 --> 00:06:10,546 change that based on what my offerings are and I could put that on all 99 00:06:10,568 --> 00:06:14,126 my old episodes. So when somebody goes to listen to this episode, 100 00:06:14,238 --> 00:06:17,926 they can now hear what's relevant to them. So it really keeps your 101 00:06:17,948 --> 00:06:21,686 listener relevant and informed with your new offerings and 102 00:06:21,708 --> 00:06:25,414 your new content or whatever it is that you want to tell your 103 00:06:25,452 --> 00:06:29,226 listeners. And it makes repurposing your content 104 00:06:29,408 --> 00:06:32,554 or having evergreen content even more 105 00:06:32,672 --> 00:06:36,294 relevant. So I think that this is a genius 106 00:06:36,342 --> 00:06:39,878 thing that hosting sites have been providing for some time now 107 00:06:39,984 --> 00:06:43,614 and it's going to be really helpful for selling more 108 00:06:43,652 --> 00:06:46,958 ads, for keeping your intros more relevant and 109 00:06:47,044 --> 00:06:50,494 even just being able to connect more 110 00:06:50,532 --> 00:06:53,870 closely with your fans and with your listeners. 111 00:06:54,370 --> 00:06:57,106 And I think you're just going to see more of this in the future and 112 00:06:57,128 --> 00:07:00,754 you're going to see more people offering this in the future too. And my hope 113 00:07:00,792 --> 00:07:04,286 is that they won't put this in the higher paid tiers 114 00:07:04,478 --> 00:07:07,974 and these hosting sites will give access to even people at the low 115 00:07:08,012 --> 00:07:11,030 tier to be able to use dynamic ad insertions 116 00:07:11,610 --> 00:07:15,430 because I think it's helpful and very relevant. And right now 117 00:07:15,500 --> 00:07:19,206 I think especially Transistor, although I really like Transistor and I 118 00:07:19,228 --> 00:07:22,954 haven't had any issues with it. They definitely use 119 00:07:23,072 --> 00:07:26,714 the dynamic ad insertion as what separates you from the 120 00:07:26,752 --> 00:07:30,266 first to the second tier. So it seems that Transistor has figured out that this 121 00:07:30,288 --> 00:07:33,646 is a valuable tool and this is what they're using to 122 00:07:33,668 --> 00:07:37,374 separate tier one and tier two. It would be nice if 123 00:07:37,412 --> 00:07:41,166 the lower tier had dynamic ad insertions as well. So I 124 00:07:41,188 --> 00:07:44,478 hope this makes more sense as to what ad insertions are if you didn't know 125 00:07:44,484 --> 00:07:48,066 what they were before. Who knows, maybe by the time you're listening to this 126 00:07:48,088 --> 00:07:51,726 episode, there will be a dynamic ad insertion placed in this episode. 127 00:07:51,838 --> 00:07:55,426 Only time will tell. Thank you for listening, I appreciate all of 128 00:07:55,448 --> 00:07:58,390 you and I will see you on the next episode. 129 00:07:59,530 --> 00:08:02,854 We've reached the end of the episode and if you enjoyed this 130 00:08:02,892 --> 00:08:06,710 podcast or you got something from it, you might be interested in 131 00:08:06,780 --> 00:08:10,502 my weekly newsletter that I send out every Monday morning, full of 132 00:08:10,556 --> 00:08:14,406 podcasting tips, tricks and news. So if you like 133 00:08:14,428 --> 00:08:18,054 this show, you might like this newsletter. To sign up, just go to the show 134 00:08:18,092 --> 00:08:21,150 notes and click the link. Thanks for listening and happy 135 00:08:21,220 --> 00:08:22,058 podcasting.