The second midroll is now available for targeting in Ad Manager 🎉
Acast has made a new second midroll available to all our podcasters. This means more potential for ad revenue, while still safeguarding the experience for your valuable listeners. Learn about how the second midroll works here.
If your show has the second midroll enabled, you will be able to start targeting the slot for ads and sponsorships. Whether it’s enabled will depend on your commercial terms with Acast, and if the new slot is being placed in your show’s episodes.
How do I know if my show has the second midroll enabled?
Although we’ve made the second midroll available to all our podcasters, whether your show has ads and sponsorship enabled in the new placement depends on your commercial terms.
Go to the Inventory tab and click the Sponsorship Calendar sub section
Go to the relevant show and look at the Mid 2 position
If the Spons settings read a number higher than 0 in the third position, Mid 2 is enabled, if it reads 0 it is not:
If in doubt, reach out to your editorial contact to find out which shows have second midroll enabled.
If your show doesn’t have the second midroll enabled and you would like to turn it on, reach out to your Creator Network partner manager or to support via the chat bubble to get set up.
It is important to note that the second midroll can be a highly variable slot. This means it is more likely that not every episode of a show will contain a second midroll - this could be due to episode length, or editorial considerations. For this reason, we advise against using listens to calculate second midroll inventory.
How do I target the second midroll for ads?
Targeting the second midroll for ads is simple. Following your usual workflows, when setting up a new creative you will now see the option to target ‘Mid2’ along with Pre, Mid and Post.
As best practice, we advise targeting both ‘Mid 1’ and ‘Mid 2’ whenever you want to run ads in a midroll. This will maximise the available inventory for these campaigns and make best use of the slots.
How do I target the second midroll for sponsorships?
To target a sponsorship to the second midroll, follow your usual workflows and select ‘Mid2’ when setting up a new creative (as above).
As mentioned above, please note that the second midroll can be a highly variable slot. We strongly advise using the forecasting engine and the forecasted inventory available in the sponsorship calendar when planning sponsorship campaigns. Inventory for sponsorships may be significantly less for the second midroll than the other slots.
If you have questions regarding the variability of placement of the second midroll in your show’s episodes, we advise reaching out to your editorial contact to find out more.