With Dynamic Insertions, Your Archive Never Gets Old

Not everything in your podcast needs to be permanent. Dynamic insertion tools let you add segments that you can update or replace at any time. It’s a smart way to run ads, share announcements, or include timely extras without re-editing your episodes.

What’s Dynamic Audio Insertion?

When you hear a separately recorded ad in a podcast, chances are the producer didn’t edit it into the episode themselves. The podcast’s media host can “stitch” a new audio clip into the podcast episode. For example, Podbean uses dynamically inserted ads, helping podcasters who use Podbean for hosting to monetize their shows.

But, dynamic audio insertion (DAI) isn’t just for advertising. It’s also a feature that can help keep your content fresh, lively, and engaging.

In this case study, dynamic insertion is used to help promote a call for voice feedback as part of a ‘question of the month’ segment. This means the ads for the questions are up-to-date across the entire back catalog.

Let’s look at other ways to punch up your podcast with dynamic content.

Creative Uses for DAI

Sometimes, podcasters need to correct or clarify a point in their episode after publication. Rather than re-recording and editing the entire episode, dynamic content insertion can add a short recording to the published episode where appropriate.

For example, when comedian Norm MacDonald passed away in 2021, Marc Maron re-published a 2011 episode of WTF, in which he’d interviewed MacDonald.

Using dynamic content insertion, he could also introduce the original episode for his audience with this new context, and demonstrate how it holds more meaning for him in hindsight.

When we create a podcast with dynamic content, our show can remain evergreen, even as the context changes.

Give Audiences a Reason to Replay

TED Talks Daily published a “mystery episode” to experiment with dynamic content, using PRX’s Dovetail publishing platform. Although the download numbers for the episode’s first day were typical, the episode’s numbers climbed as audiences returned to hear how the audio had changed. 

“When compared to the eight episodes before and after, ‘The Mystery Episode’ earned 10% more than the average downloads at seven days post-drop and had 7% above average at Day 18.”

Raise the Stakes or Add Humor

Not only can dynamic audio insertion increase engagement, but it can also add meaning. Neutrinowatch, “a generative semi-fictional podcast,” is a particularly interesting case. There are seven episodes, and each episode changes daily. For example, in the episode “Wendy, Watch The Stars,” an AI responds to a crank question. She answers the question and puts the heckler in their place. Depending on when you download the episode, her answers include different phrases and insights. 

Send Your Audience to Your Website or Email List

The ever-popular Welcome to Night Vale wrapped up a storyline about divergent timelines using dynamic audio insertion. In episode 133, Are You Sure?, audiences could hear one of three randomly selected endings. However, if the audience wanted to experience all three episode endings, they can visit the podcast’s website.

What if you could get your audience to sign up for a mailing list in exchange for hearing alternative content for your show?

Experimentation can encourage the audience to interact with your podcast. I still think it’s magic.

Where to Insert Your Dynamic Content?

The terms “pre-roll,” “mid-roll,” and “post-roll” refer to the part of the episode where dynamic content insertion occurs.

A mid-roll insert happens at some point during the main content. It’s the most sought-after spot as it’s least likely to be skipped. But pre-roll is ideal if you’re adding an update or caveat to the intro of an old episode, as Maron did with his Norm MacDonald episode.

Post-roll, on the other hand, is ideal for adding fresh Calls to Actions to old episodes. Here, you’ve delivered the value, and it’s only your most engaged fans who are still listening.

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Give Your Podcast Creative Freedom with Dynamic Content

Dynamic content enables podcasters to adapt easily. Using DAI, you can quickly correct mistakes or misinformation. Your stories can be enhanced for repeat listening and deeper understanding. Your CTAs can always remain relevant and up-to-date.

Dynamic inserts aren’t just for ads. They can also make your back catalog more appealing to potential sponsors. If you’re curious about monetizing, our full guide to podcast sponsorship will help you get started, even if your download numbers are on the modest side.