One of my favorite characters in the classic movie, A Fish Called Wanda, was Kevin Kline as Otto. (Of course they were all classic characters).
What I loved was his line, “what was the middle part”. No matter what anyone explained to him, he always lost that middle part.
But when it comes to your podcast, that’s not true.
The Mid-Ad Roll
In many conversations in the past, one more recently in the Post Status Slack, people talk about where is the best spot for an ad in a podcast.
The beginning. The middle. The end.
Mostly likely, when asked, inevitably people will respond by what their personal tastes are. Sorry, it’s not about you. And the reasons are all over the board.
If you listen to some podcasters, they will live and die by the one at the beginning. Their mantra is “give a solid CTA at the beginning”.
When the listener is engaged
I have read a lot about this. Not from podcasters as much as research studies. In a nutshell, this is what I have learned.
The end. Well, this one seems obvious as by the time the listener gets that far, if they do, they can easily cut it off. Or their mind immediately wanders to something else. But it is an opportunity as a podcaster to give one last, but short, plug. It doesn’t hurt, that’s for sure.
The beginning. From what I have learned, two things happen here. One, it gets tuned out easily, or it gets skipped. Sure, it can be a brand popped into their mind, front and center, but it will require repeating, however you choose it. And not matter what anyone says, is that really the first thing you want your listener to experience?
The middle part. Again, from what I read this is the sweet spot. Why? Engagement. At the beginning you have yet to engage the listener and an ad roll is very unlikely to do that. But if they are engaged, and listen through to that middle part, they will likely listen to the ad, and retain it more. Because, simply stated, they are engaged. You have the listener hooked. They are more forgiving.
But the disruption
The key here is to segue it into the ad. Find that sweet spot, where a break is natural. And don’t make it jarring.
Now there are always exceptions to the rule, but just remember this. Think through the process logically and find what works best for your show and your audience.