Dynamic Mid-Roll
What it is
Dynamic mid-roll (DMR) is the process of inserting sponsorship spots into a podcast transactionally, rather than “baking” them into the podcast itself.
How it works
One user downloads a podcast episode and hears a DMR spot from sponsor A, while a different user downloads the same episode and hears sponsor B. This selection is similar to how NPR’s podcast pre-roll and display banners are served. NPR will continue to utilize the “baked-in” ownership model for most new episodes. DMR sponsorship will run in unsold baked-in avails, as well as older “back catalog” podcast episodes.
http://nationalpublicmedia.com/npr/platforms/npr-podcasts/ 1 DYNAMIC MID-ROLL Flexibility Key Sponsors now have the ability to target by geo, device, Advantages or daypart. of DMR Our most engaged audience
DMR will reach users who are die-hard fans that are going back and listening to older episodes, and who are also more likely to be listening in real-time rather than downloading and listening later.
More even delivery
DMR flights will have more consistent delivery, since they are running across multiple episodes rather than being baked into a single episode.
Diversity across shows
For smaller budget campaigns, sponsors will be able to spread their budgets more evenly across several shows instead of allocating most of their budget to a single baked-in mid-roll avail in a popular show.
Trackability
Sponsors can send to a 1x1 tracking pixel and track delivery through a third-party ad serving vendor (DoubleClick, Sizmek, etc).
http://nationalpublicmedia.com/npr/platforms/npr-podcasts/ 2 DYNAMIC MID-ROLL Campaigns needing to Best Use “heavy up” Scenarios DMR allows us to serve large portions of impressions over a short flight, even if some shows may not have a new episode launching during that time.
Unique targeting requests
Geo-targeting (country/state/DMA), device targeting (iOS, mobile devices), etc.
Campaigns with expiring offers/messaging
DMR allows us to better control when users stop hearing a sponsor’s message, a great feature for time sensitive offers and products.
http://nationalpublicmedia.com/npr/platforms/npr-podcasts/ 3 DYNAMIC MID-ROLL • All dynamically inserted mid-roll placements may run up to thirty Creative (30) seconds. By default, all placements will be voiced by our in-house voice talent, Chioke I’Anson. However, if the total spend in
Specs a single podcast exceeds the cost of a baked-in spot, we can have
the host of the show read the sponsorship message.* Minimum
spend for all podcast buys is $10K.
• Minimum flight for DMR spots is three (3) days.
DYNAMIC MID-ROLL • All NPR DMR downloads are in compliance with the metrics set Methodology forth by the Interactive Advertising Bureau (IAB), which ensures that a spot is successfully delivered to a listener. The entirety of the
spot’s content must be downloaded for it to be counted as a valid
download.
DYNAMIC MID-ROLL DMR is offered in the following NPR podcasts: Availability • Ask Me Another • Embedded
• Hidden Brain • How I Built This
• NPR Politics Podcast
• Pop Culture Happy Hour
• Rough Translation
• TED Radio Hour
• The Big Listen
• Wait Wait...Don’t Tell Me!
• Wow in the World
http://nationalpublicmedia.com/npr/platforms/npr-podcasts/ 4