Dynamic Ad Insertion 101

We talk a lot about monetization—it's a natural talking point when you're a podcasting platform built to help creators grow and succeed. And for a lot of podcasters, success usually means earning some money for all that hard work. So what’s one of the most powerful ways to make that happen? Dynamic ad insertion (DAI). If you’re new to this term, don’t worry, we’ve got you covered.

What are dynamic ads?

Chances are you’ve already heard of them, especially when a large portion of podcast ads today are dynamically inserted. A dynamic ad isn’t permanently stitched into your content, but can instead be inserted, moved around, and deleted over time. So, if you’re listening to a show that was originally recorded at halloween but you hear an ad for a Labor Day sale, that’s DAI at work. 

How are dynamic ads different from host-reads?

Host-read ads have long been a cornerstone of podcasting—they’re personal, authentic, and make an impact on listeners tuned into your show, making advertisers and creators very happy. The great news is that dynamic ads are a method of distribution, not content delivery. Plus, they can still be read by show hosts. The opposite of a dynamic ad isn’t a host-read ad, but a baked-in ad, where the ad is recorded as a permanent part of the show.

Thinking back to the example used earlier about a show recorded during Halloween—if it’s summertime and you’re still hearing ads for a haunted corn maze, that’s a baked-in ad.

Why use dynamic ads?

DAI keeps that ads in your content fresh. Dynamic ads let creators update, manage, and monetize every episode, no matter if it’s in the back catalog or brand new, that means:
Keeping older shows relevant for new sponsors
Selling inventory by impression, not just per episode
Easily replacing ad campaigns when they hit their cap, with updates made all at once

Basically, DAI gives creators more flexibility, control, and income potential.

What kind of shows can have dynamic ads?

Any kind of show. Interview-based or chat-heavy shows tend to have more natural breaks for ad slots, but with planning and creativity, DAI still works in content like fiction, documentary, or other podcast genres and formats. And that counts for any time in the episode, too—from pre-roll to mis-roll to post-roll, it’s all possible. 

Does Simplecast have dynamic ad insertion tools?

Dynamic ad insertion tools are available for Simplecast Professional and enterprise accounts.

If you’re ready to start monetizing your catalog and make your content work harder for you, get started today.