As the hosting and content management platform within the Triton Digital podcast stack, whilst ad trafficking and reporting is handled in TAP, Omny Studio is the starting point for all monetization opportunities in direct sold and programmatic systems connected to it.
Whether you're an admin user of Omny Studio or a company manager without access, we've written this guide to help you ensure ad markers and other settings are optimized for revenue generation.
Placing ad markers
Starting with the basics, the first step is making sure ad markers are being inserted into publishing content. At Omny, we see almost 50% of downloads occur in the first 24 hours of publishing - without ad markers set before publishing, that's a lot of revenue walking out the door.
Following the steps in the above linked article, you can enable pre and/or post roll by default for all newly published clips.
Midroll markers cannot be automated in the Omny UI, given there is more data needed than just timestamps to identify the best placement. You may want to work with Sonnant, an Omny Studio partner, to automate the evaluation of your content and place ad markers in suggested positions via the Omny API. A brief overview of the workflow is outlined below, please contact us for more information.
Number of ads per marker
As well as configuring where the ad markers are placed, you can also choose how many ads per marker you'd like in every position with Omny Studio. Read more about that and how competitive separation of advertisers works in podcasting here.
By setting your default to more than one per marker, you open the door to filling additional inventory with programmatic advertising (if enabled in your system).
If you're looking for something more comprehensive and would like to set the amount of markers and/or ads per marker based on episode length, utilise our ad marker rules to customise to your needs - an example is below. We also have alerts built into the system when rules are overridden, so strongly recommend talking to your team before turning this on.
NOTE: These settings apply to newly published clips by default only. If you'd like to have older episodes reprocessed to capture changed settings, please reach out to Omny Support.
All of the above settings can be enforced across your organization, using our Settings Inheritance system.
If you haven't used the above settings before, or if you'd like to monitor their utilization, Omny Studio provides a snapshot of episode ad markers inserted into each clip in our Content Report. Learn more about the Content Report in detail here.
By reviewing the Monetization tab of the Content Report, you can see the percentage of Clips with pre/mid/post roll markers at a program or network level.
Zeroes or low percentage numbers, whilst dismaying to look at initially, present an opportunity for increased revenue. A show with 100,000 downloads placing zero midroll markers, translates into dollars with a single ad marker placed.
Reviewing the Monetization tab of the Content Report regularly, combined with setting ad marker rules and default settings across the org, could be three very simple actions that increase your ad revenue in a short space of time.
As the popularity of podcasts continues to grow and shows publish more episodes, you may find you have a healthy back catalogue that is accessed by listeners more frequently.
In order to optimise for speed and reduce bandwidth costs, Omny Studio have a default pagination size for all feeds of 100. If you're seeing a lot of downloads to back catalogue and haven't yet increased your feed size, you can do that by following these steps. More episodes = more inventory = (hopefully) more revenue.
We hope this has been helpful. If you'd like to discuss other strategies to include your ad load, please reach out to your account management team.