Setting pricing on your show can be tricky, as you don't want to price your show too low, because then you won't make very much money. And you don't want to price your show too high, because then advertisers won't want to buy it. That’s why we pre-fill suggested CPM rates that we think are reasonable for your podcast’s size, and automatically calculate your Spot Rate for you as a function of your CPM rates.
However, if you’re an advanced podcaster who would like to update your host-read ad rates beyond our default, this article explains how. To update your rates, go to the ‘Ad Platform’ tab in the RedCircle web app (if you have more than one show on your account, you’ll need to then click on a show) > click ‘Edit Profile’ (top right) > and you’ll land on the Host-Read ‘Rates’ tab.
Brands can choose to distribute Host-Read Ads in two ways: either across your show’s entire catalog (paying a “CPM Rate”) or they can buy specific spots on your future episodes (paying a per episode “Spot Rate”).
CPM means 'cost per thousand downloads.' CPMs can range anywhere from a few dollars, all the way up to $100, depending on your audience, the size of your show, ad position, and many other factors (industry standard is a $25 mid-roll CPM for a large, successful show).
As a general rule of thumb, if you don't have other advertisers on your show, we suggest lowering your CPM to start. If you're already selling several ads, you should probably increase your CPM (you can always edit these later). We recommend that you stay within a few dollars of the default value, but you're allowed to set a CPM as low as $2 and as high as $100.
The “Ad Position” also impacts pricing in the following ways:
Pre-Roll: Ads that play in your “Pre-Roll” will play either before your episode begins, or in its first few minutes. This ad placement position is typically priced a bit cheaper than mid-roll.
Mid-Roll: Ads that play in your “Mid-Roll” will play in the middle of your episode. This ad placement position is typically priced the highest, as listeners are less likely to skip the ad.
Post-Roll: Ads that play in your “Post-Roll” will play either after your episode ends, or in its last few minutes. This ad placement position is typically the cheapest.
We automatically calculate your Spot Rates for you as a function of your Host-Read CPM Rates and show size, but you do have the ability to manually input these rates instead.
Please note: if you choose to manually update your Spot Rates, you’ll need to consistently update these rates as your show grows (e.g. switching to manual will make your Spot Rates static, and they will no longer be dynamically calculated).