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 • Invisibilia • NPR Politics Podcast • Planet Money • 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.