What is Mid-Roll?
Mid-roll ads are placed within the body of a podcast episode, typically at natural breaks in content. As the most effective and valuable ad position, mid-rolls command the highest CPM rates because listeners are engaged and less likely to skip.
Mid-Roll Characteristics
| Attribute | Typical Value |
|---|---|
| Duration | 60-90 seconds |
| Position | During episode, at break points |
| Listener attention | Very high |
| Skip rate | Moderate |
| CPM rate | Highest ($20-50+) |
Mid-Roll Placement Strategy
Optimal timing:
Episode: 45 minutes
├── 0:00 - Content start
├── 15:00 - First mid-roll 🎯
│ (After first segment/topic)
├── 30:00 - Second mid-roll 🎯
│ (After second segment)
└── 45:00 - Episode end
Episode length → mid-roll count:
| Episode Length | Typical Mid-Rolls |
|---|---|
| 15-25 min | 0-1 |
| 25-45 min | 1-2 |
| 45-60 min | 2-3 |
| 60-90 min | 2-4 |
| 90+ min | 3-5 |
Why Mid-Rolls Command Premium Rates
| Factor | Impact |
|---|---|
| Engaged listeners | Already invested in episode |
| Natural breaks | Less jarring than interruptions |
| Longer duration | More time for detailed pitch |
| Host-read opportunity | Personal endorsement possible |
| Context | Can relate to episode content |
Mid-Roll Content Strategies
Transition techniques:
- "Let me take a quick break to tell you about..."
- "Speaking of [topic], our sponsor..."
- Topic-relevant segue
- Music/sound design transition
Effective mid-roll content:
- Personal endorsement from host
- Story about using the product
- Specific listener benefit
- Clear call-to-action with promo code
Why It Matters
Mid-rolls are where podcast advertising earns its reputation for effectiveness. The combination of engaged listeners, trusted hosts, and uninterruptible audio creates a uniquely powerful advertising moment.
Why mid-rolls are premium:
-
Captive audience: Listeners are already committed to the episode—they've invested time.
-
Host relationship: A mid-roll from a trusted host carries personal endorsement weight.
-
Contextual placement: Can naturally relate to episode content.
-
Unskippable (mostly): Unlike display ads, listeners can't easily jump past without losing content.
Mid-roll performance data:
| Metric | Mid-Roll | Display Ad Equivalent |
|---|---|---|
| Attention | 80%+ | <5% |
| Ad recall | 70%+ | ~15% |
| Brand lift | Significant | Minimal |
| Action rate | 3-5% | <1% |
Mid-roll economics:
| Downloads | CPM | Mid-Roll Revenue |
|---|---|---|
| 5,000 | $25 | $125/episode |
| 10,000 | $25 | $250/episode |
| 50,000 | $30 | $1,500/episode |
| 100,000 | $35 | $3,500/episode |
Placement quality matters: A mid-roll at a natural topic transition performs better than one that interrupts mid-sentence. Thoughtful placement respects listeners and improves ad effectiveness.