What is Baked-In Ads?
Baked-in ads are permanently recorded as part of your episode audio file. Unlike dynamic ads, baked-in content travels with every download forever and cannot be changed after publishing.
Baked-In Characteristics
| Aspect | Description |
|---|---|
| Permanence | Cannot be updated or removed |
| Delivery | 100% of listeners hear identical ad |
| Feel | Authentic, part of the episode |
| Editing | Requires re-uploading to change |
| Back catalog | Ad plays forever in old episodes |
When Baked-In Works Best
| Scenario | Why Baked-In |
|---|---|
| Long-term sponsors | Relationship continues beyond campaign |
| Host-read personal endorsement | Authenticity matters |
| Time-insensitive offers | "Visit our website" vs "20% off this week" |
| Premium sponsors | Willing to pay for authentic feel |
| Brand alignment | Sponsor matches show values |
Baked-In vs Dynamic
| Factor | Baked-In | Dynamic |
|---|---|---|
| Authenticity | ✓ High | Variable |
| Flexibility | ✗ None | ✓ High |
| Back catalog | Same ad forever | Fresh ads |
| Host voice | ✓ Always | Sometimes |
| Dated content risk | ✓ Yes | ✗ No |
| Revenue/old episode | Fixed | Ongoing |
Managing Baked-In Content
To minimize dated content:
- Use evergreen language ("visit our website")
- Avoid specific dates ("this month only")
- Establish ongoing relationships
- Record multiple versions for longer campaigns
When baked-in content becomes problematic:
| Issue | Solution |
|---|---|
| Sponsor controversy | Consider removing episode or editing |
| Outdated offer | Let it remain (minor issue) or re-record |
| Broken URL | Contact sponsor for redirect |
| Company rebranded | Usually still works |
Why It Matters
Baked-in ads represent the traditional, authentic podcast advertising experience. The host's personal endorsement, recorded as part of the episode, creates trust that pre-produced ads can't match.
Why baked-in ads matter:
-
Authenticity: Listeners know when a host genuinely uses and recommends a product.
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Trust transfer: The host's relationship with listeners extends to the advertiser.
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Natural integration: Baked-in ads can reference episode content naturally.
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Premium value: Sponsors pay more for genuine host endorsement.
The authenticity advantage:
| Ad Type | Listener Perception | Effectiveness |
|---|---|---|
| Host-read, baked-in | Personal recommendation | Highest |
| Host-read, dynamic | Still authentic | High |
| Producer-read | Less personal | Medium |
| Pre-produced | Obviously an ad | Lower |
Baked-in economics:
| Consideration | Impact |
|---|---|
| Higher CPM potential | Sponsors pay for authenticity |
| No back-catalog revenue | Old ads don't update |
| Longer sponsor relationships | Ongoing visibility |
| No campaign flexibility | Can't pause or update |
Best practice: Use baked-in for sponsors you genuinely endorse with evergreen messaging. Use dynamic insertion for time-limited campaigns and programmatic fill.