Reading Time: 3 minutes
Advertisers are starting to understand the value of the relationship between podcasters and their audience and what advertisers understand, they pay top dollar for. Captivate Marketplace lets you take advantage of that.
An ad marketplace is a place where advertisers can browse and purchase ad space on podcasts. Sometimes they’ll want to buy space on a specific show they’re already aware of, one that aligns well with their brand or one that shares the same target audience, or sometimes they simply want to target a category of podcast listener at scale.
Captivate Marketplace acts as the bridge between podcasters and advertisers. It allows advertisers to discover podcasts that fit their campaign goals while giving podcasters access to revenue opportunities that would traditionally only have been available to larger podcast networks.
It’s important to remember that podcast advertising isn’t just about giant celebrity podcasts. Advertisers often specifically want niche audiences because niche audiences are highly engaged audiences.
A gaming company may want gaming podcasts. A fitness app may want health podcasts. A business software company may want entrepreneurial creators. That targeted connection is what makes podcast advertising so powerful.
DAX US is a pioneering digital advertising exchange owned by Global, which connects brands with audiences at scale across music, radio, podcasts, and mobile games. We’re partnering with them to leverage their bank of advertisers for your podcast, meaning there’s a whole heap of brands out there waiting to buy your ad space.
DAX powers advertising for some of the biggest audio brands in the world, and now that same infrastructure is helping Captivate creators access advertisers at a scale that was previously difficult for many independent podcasters to reach.
Because your podcast can continue earning money long after you hit publish. Lots of podcasters think that monetizing through ads only works if you have thousands of downloads, and that’s not true. If you’ve built an engaged audience, even a smaller one, your ad inventory has value.
Captivate Marketplace allows you to generate revenue through:
This means your newest episodes and your old episodes can continue generating revenue simultaneously.
At its core, Captivate Marketplace combines direct advertising opportunities with programmatic advertising technology.
You control where your ad markers are placed in your episodes:
When a listener downloads or streams your podcast, ads can be dynamically inserted into those slots in real time. Sometimes this will happen through direct marketplace deals, where advertisers specifically choose your show, and sometimes it’ll happen through programmatic runoff advertising, where any unfilled slots are automatically matched with suitable advertisers.
This is all powered through dynamic ad insertion technology, meaning ads aren’t permanently baked into your audio files.
Nope, just like every monetization tool we build at Captivate, participation is entirely optional. Your listeners trust you, and monetization should support that relationship, not damage it. Captivate Marketplace is designed to create realistic monetization opportunities without forcing creators into a one-size-fits-all system.
You retain complete control of what kind of ads your episodes contain. You also control how many ads you have per slot and per episode and how much you want to charge advertisers. We’ll advise, but the decision always rests with you.
You control:
You might, for example, want to exclude ads in the categories of gambling or politics. Or you might not, and that’s entirely your call, and it always will be.
You’re never expected to hand over control of your podcast brand. Captivate Marketplace is designed to help you monetize your way, with total clarity over how advertising appears inside their shows.
Whether you want to run a handful of carefully selected host-read ads, monetize your entire back catalogue with dynamic insertion, or scale toward larger programmatic campaigns through DAX US, Captivate Marketplace is designed to grow alongside your podcast.
Read about Captivate’s other huge features, like our in-house monetization tools and our unmatched dynamic ad insertion technology!
Ben is a content writer and podcast support expert for Captivate, and has been with the team since 2021. He has a first-class degree in Journalism, and uses these skills to help new and veteran podcasters alike level up their content: reviewing tech, crafting product guides and sharing cutting edge podcasting news. Ben is always on hand to help Captivate podcasters with anything they run into, from when they first import their show to advanced questions like how to grow your audience or where to start with monetization. He loves what he does, and is committed to helping podcasters grow their show using Captivate. He’s always been a podcast fan - current favourites include Steven West’s ‘Philosophize This’ and Bob Mortimer’s ‘Athletico Mince’.
此内容由惯性聚合(RSS阅读器)自动聚合整理，仅供阅读参考。 原文来自 — 版权归原作者所有。
