Does Podcasting Have an Ad Frequency Problem?
Sounds Profitable
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Podscrad - Podcast Advertising Lifecycle
In podcasting, frequency capping is done by utilizing the unique combination of IP address and user agent. Many episodes downloaded in this test were within 90 days of their release date and still likely followed the same ad schedule they had at launch. We found a number of sponsorship messages, 15 seconds or less on public media shows, replicated twice to four times per episode. CPA ads are incredibly powerful, certainly as a fallback if you have unfilled inventory but for the right show, they can actually generate far more revenue than ads served via a CPM model.
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