Dynamic Insertion for the RedCircle Ad Platform (RAP)

What it is, how it works, and tips to maximize your earning’s potential

The RedCircle Ad Platform (also known as "RAP") uses our dynamic insertion technology for all ads that run through the platform. We use Insertion Points, which you can think of as placeholders in your episode where you’d want dynamic audio to play, and Audio Blocks, which you can think of as a configuration of the specific type of dynamic audio. In other words, an Insertion Point tells us where to insert dynamic audio, and an Audio Block tells us what dynamic audio to insert.

First things first

When you opt-in to RAP, we automatically create a Default Ad Block audio block which has placeholders for up to 2 RAP Ads. We then assign this 'Default Ad Block' to insertion points in your pre-roll and post-roll across your entire back catalog. We then assign it to insertion points in your pre-roll, post-roll, and to your mid-roll at the 50% timestamp in your new episodes going forward. You can think of these 'Default Ad Block' insertion points as placeholders in your episode where you’d want a potential ad to play.

What this means is that when you upload a new episode, by default you have a total of up to 6 placeholders for ads:

  • 1 pre-roll insertion point for “Default Ad Block” = up to 2 RAP Ads back-to-back

  • 1 mid-roll insertion point for “Default Ad Block” = up to 2 RAP Ads back-to-back

  • 1 post-roll insertion point for “Default Ad Block” = up to 2 RAP Ads back-to-back

Note: every time you upload a new episode, it's super important that you consistently move your mid-roll insertion point to a timestamp that sounds natural for an ad break (otherwise these ads might cut you off in the middle of a sentence!) 

Watch the video below to see how to move your mid-roll insertion point.

How it works

At the time when a listener downloads your episode, we check to see if/where you have insertion points and the types of ads that are running. We then dynamically insert the ad audio into your episode based on the following prioritization (Note: this all happens in a matter of milliseconds before the episode starts):

Type of Ad:

  1. Host-Read Ads*

  2. Programmatic Ads

*Brands that set up their Host-Read campaign to buy on specific episodes are prioritized first. Brands that set up their Host-Read campaign to buy across your entire catalog are prioritized next.

Placement of Ad:

  1. Mid-Roll (the most expensive position)

  2. Pre-Roll (the next most expensive position)

  3. Post-Roll (the least expensive position)

What this means:

If you opt into both Host-Read and Programmatic Ads, then we always prioritize Host-Read Ads if you’re part of a live campaign. Otherwise, we still help you monetize your available inventory by trying to insert Programmatic Ads when you otherwise wouldn’t be filling that inventory.

If you opt into Host-Read Ads only, then we only insert Host-Read Ads (and only if you’re part of a live campaign). Otherwise, your available inventory is left unfilled.

Examples:

Example 1: You’re currently part of 1 Host-Read campaign, ‘Campaign A’, that is buying across your catalog in the Mid-Roll only.

  • Scenario: In your most recent episode, you chose to remove your Mid-Roll 'Default Ad Block' Insertion Point.

  • Result: A listener won't hear the ‘Campaign A’ ad in your most recent episode. Even if you have pre-roll and post-roll 'Default Ad Block' Insertion Points, if the campaign is Mid-Roll only, the ad for that Host-Read campaign won’t be inserted in that episode.

Example 2: You’re currently part of 1 Host-Read campaign, ‘Campaign B’, that is buying across your catalog in your pre-roll, mid-roll, and post-roll.

  • Scenario 1: For Episode X, you chose to keep all 3 Insertion Points (1 in pre, 1 in mid, 1 in post).

  • Result 1: A listener of Episode X hears the ‘Campaign B’ ad in the mid-roll.

  • Scenario 2: For Episode Y you chose to remove your Mid-Roll 'Default Ad Block' Insertion Point but kept the other 2 Insertion Points (1 in pre, 1 in post).

  • Result 2: A listener of Episode Y hears the ‘Campaign B’ ad in the pre-roll. Because this campaign is pre-roll, mid-roll, and post-roll, if you remove your Mid-Roll, we instead insert the ‘Campaign B’ ad into the next available Insertion Point that fits the campaign’s criteria.

Note: If you’re part of a Host-Read RAP campaign that’s buying in more than one position (e.g. across your pre-roll, mid-roll, and post-roll), that ad will only be inserted into one of those insertion points for that listener, not all.

Example 3: You’re currently part of 1 Host-Read campaign, ‘Campaign C’, that is buying across your catalog in your pre-roll and post-roll.

  • Scenario: For Episode X you chose to remove your Pre-Roll 'Default Ad Block' Insertion Point but kept the other 2 insertion points (1 in mid, 1 in post).

  • Result: A listener of Episode X hears the ‘Campaign C’ ad in the post-roll.

Example 4: You’re currently part of all 3 campaigns from the examples above (e.g. ‘Campaign A,’ ‘Campaign B,’ and ‘Campaign C’) and they’re all live at the same time.

  • Scenario 1: For Episode X you chose to keep all 3 Insertion Points (1 in pre, 1 in mid, 1 in post).

  • Result 1: A listener of Episode X hears the ‘Campaign A’ ad and the ‘Campaign B’ ad play back-to-back in the mid-roll. They also hear the ‘Campaign C’ ad in the pre-roll spot (e.g. the listener hears all 3 ads).

  • Scenario 2: For Episode Y you chose to remove your Mid-Roll “Default Ad Block” Insertion Point but kept the other 2 insertion points (1 in pre, 1 in post).

  • Result 2: A listener of Episode Y hears the ‘Campaign B’ ad and the ‘Campaign C’ ad in the pre-roll, but does NOT hear the ‘Campaign A’ ad (e.g. the listener hears 2 out of 3 of the ads).

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Note: If you opt into Programmatic Ads as well, then the listener may potentially hear Programmatic Ads in any 'Default Ad Block' Insertion Points from above that we did not insert a Host-Read Ad into. Programmatic Ads are unique per download as each listener could be served a different ad from any of the categories running on your show. As an example, a listener from Seattle, WA who downloads Episode X at 10 a.m. might hear a Programmatic Ad from Amazon. Meanwhile, a listener from Nashville, TN who downloads the same Episode X at 6 p.m. might hear a Programmatic Ad from NBC.

Tips to maximize your earnings ’ potential

1. Make sure you opt into both Host-Read and Programmatic Ads

Programmatic Ads are a great way to make additional revenue off your available inventory. As a reminder, we always insert Host-Read Ads first if you have them, so Programmatic never takes the place of Host-Read. They’re supplemental and help provide you with a consistent revenue stream.

2. Make sure you have a “Default Ad Block” insertion point in your mid-roll

Mid-Roll is the most valuable position, and the vast majority of brands buying Host-Read Ads and Programmatic Ads prefer this position. That said, it’s in your best interest to keep the mid-roll 'Default Ad Block' Insertion Point in your episode. Just make sure to drag it to a timestamp that sounds natural for an ad break. Otherwise, an ad may cut you off in the middle of a sentence!

3. Add additional “Default Ad Block” insertion points to increase your inventory

You can always add additional Insertion Point to your episodes if you want to increase your available inventory. For example, if your episodes run for over an hour, then you may want to add a second 'Default Ad Block' Insertion Point in your mid-roll. You can think of as having 2 separate ad breaks, which increases your available inventory from 2 mid-roll ads to 4 mid-roll ads.

As a reminder, you can always delete these Insertion Points if you don’t want ads running in certain episodes. That said, we highly recommend you don’t delete them as it limits your ability to monetize your show. Having these Insertion Points in your pre, mid, and post-rolls increases your available ad inventory and makes you more attractive to brands!