Guide to Setting Host-Read Ad Rates in RAP

Updating your CPM and Spot Rates in the RedCircle Ad Platform (RAP)

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 achieve that.

Advertising Setup

To update your rates, go to the Ad Platform page on the RedCircle web app (if you have more than one show on your account, you need to then click on that specific show.) Click Edit Profile to be taken to the Host-Read Rates page.

Brands can distribute Host-Read Ads in one of 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 Rates

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 other factors. For perspective, the 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, then 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 assigned to your “Pre-Roll” spot 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 assigned to your “Mid-Roll” spot 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 assigned to your “Post-Roll” spot play either after your episode ends, or in its last few minutes. This ad placement position is typically the cheapest.

Spot Rates

We automatically calculate your Spot Rates for you as a function of your Host-Read CPM Rates

Note: If you choose to manually update your Spot Rates, then you need to consistently update these rates as your show grows. (e.g. Switching to manual makes your Spot Rates remain static, rather than dynamically calculate.)