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Setting Up A Themed Episode

THEMED EPISODE EXPLANATION

A regular episode of the podcast created with the client KPIs in mind. Episodes will be created based on a mutually agreed upon theme. Brand will receive 100% of the ad placement in that episode through host-read pre-, mid- and post-roll integrations for the length of the campaign. Brand positioning will align with the episode’s content to seamlessly weave the brand messaging into the ad spots.

SETTINGS

Flight Details

NOTE: This should all be pushed through to Operative as a Sponsored line if not, reach out to DAM/DSE to correct in Operative. There should also be a line for each position (eg. 1x Preroll line, 1x Postroll line, 1x Midroll line)

  • Campaign: Name from the Operative order.
  • Flight Name: Name from the Operative line item.

Delivery Details

  • Start Date: Select the date the episode will be published.
  • End Date: Select the date the line is scheduled to end in Operative
  • Priority Type: Sponsorship
  • Priority Level: High
  • Pacing: N/A. No goal flights do not support pacing options.
  • Rate: Enter the net unit rate listed in Operative in the net and gross rate field.
  • Pricing Model: CPM Impressions
  • Goal: No Goal
    • This selection will automatically be checked after selecting Priority Type: Sponsorship, Priority Level: High. No Goal will ensure 100% share of voice (SOV). If a goal, the production quantity listed in Operative, is entered and achieved, other ads at a lower priority type/level will deliver.
  • Delivery Method: Podcast
  • Position: Select the particular position associated with the line item in Operative (pre-, mid-, or post-roll).

Capping

  • Frequency Caps: Can be blank for pre-roll or post-roll. For mid-roll, if there are more than 1 mid-roll creatives running as part of the themed episode, each mid-roll flight/line should be frequency capped to 1 / download.

Targeting

Content Targeting

Two ways to set up a themed episode:

  1. Publish Date
    1. Targeting a publish date will work, but if you have multiple episodes, called clips in Omny, with the same publish date the ad will play on all of those episodes/clips.
    2. image.png
  2. Episode ID
    1. You can also target by episode ID, called clip ID in Omny. This is where you look up the episode/clip ID in Omny and schedule to target it in TAP. More info on this can be found here as well as a step by step breakdown below. For more information on ad marker targeting, please see this Omny help article.
      1. Log in to Omny and locate the show whose episode you wish to target.
      2. Locate the relevant episode ('Clip') in Omny and click on it. If you do not see the clip there, reach out to the show's producers to create a draft episode for targeting purposes.
      3. Scroll down to the 'Additional Information' section. There you will see the Clip ID listed:image.png
      4. Copy and paste the clip id into TAP under 'Content Targeting.' Select Episode ID and paste the ID there, then click the 'Include rule' image.png

Listener Targeting: Location > United States

Time Targeting: Can leave blank.

Creative Upload:

  • Manage in Triton Creative Manager: Proceed to upload creative per usual.

POSITIONS

Below is a typical ad break set-up for a Themed Episode, however the number of ad breaks can vary, so make sure to confirm with your DAM/DSE

  • 1x Pre
  • 2x Mid (These shouldn’t be back-to-back - one at each ad break)
  • 1x Post

IMPORTANT! You will also need to make sure that the correct number of ad markers are inserted on the episode. Your DAM/DSE should be in contact with the Post Sale Coordinator who will work with producers to ensure the correct number of ad markers are inserted. This is especially crucial as Themed Episodes are sold upon a 100% SOV (meaning no other ad advertisers can bleed through) and this is solely dependent on the correct number of ad markers.

BEFORE a Themed Episode goes live:

  • Have another Ad Ops colleague check your lines (especially if this the first one you're doing).

DAY of Themed Episode goes live:

  • Check lines in TAP and make sure you see impressions delivering
  • Check Omny Preview link of the episode. If you are hearing the correct ads in their appropriate ad breaks and no other ads are bleeding through - you are set! This is a good gut check. Eg. https://omny.fm/shows/the-bobby-bones-show/bonus-episode-hailey-whitters-interview image.png
  • As extra measure - listen to the episode on the iHeart, Spotify, Apple podcast platforms and make sure the correct ads are inserting and no other ads are bleeding, through. If you are not hearing the correct ads - there might be a targeting issue on your TAP lines, so double-check everything is set-up and targeted correctly. If you're hearing the correct ads but also hearing other advertisers - check Omny and make sure the the correct number of ad markers have been inserted. If not - you will need to reach out to the DAM/DSE who can facilitate with the Post Sale Manager to fix.

Additional Notes:

On a rare occasion you might be asked to insert a blank spot to use as a placeholder on a Themed Episode until the final ad spot has been approved to traffick. You can insert a 'silent creative' which is approved by the Omny team and can be found here: https://help.omnystudio.com/en/articles/5977035-serving-a-silent-creative-through-omny-campaign-manager

Generally all ads should be approved and ready to traffic before an episode is released.

The Account Manager should verify with Podcast Operations that the correct ad-load will be inserted into the episode.

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