Mid-roll and sequential podcast advertising is most effective

An overview of the average conversion rate of podcast advertising by placement.

Advertisers who include mid-roll podcast ads tend to enjoy higher conversion rates, according to data from attribution company Podsights. Sequential advertising, when multiple placements are used, also delivers a higher level of effectiveness.

A combination of mid- and post-roll advertising is most effective, with a conversion rate of 1.47%, while a combination of pre- and mid-roll also performs well (1.30%).

There may be a risk of excessive messaging with sequential placements, though, as combining pre-, mid- and post-roll placements gives the second-lowest conversion rate (0.76%).

Mid-roll is the best single placement, at 0.92%, and is followed closely by...

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