Wizzard offers dynamic insertion for podcast ads

A new offering from Wizzard Media could have more advertisers taking the podcast seriously. This week the podcast advertising and content aggregator launched a new tool which will dynamically insert ads according to the content of audio and video podcasts.

by Kristina Knight

The ads are placed organically within the actual content of the podcast which is a change from the pre- and post-roll ads offered in the past.

Though podcasts are still a relatively new form of content, forward thinking marketers have already begun to advertise within or to sponsor podcasts with heavy traffic. Giving advertisers the ability to use dynamic ad insertion will likely continue to open this new marketplace as more companies look at the growing marketplace.

In addition to the new insertion offering, Wizzard is unveiling a new keyword ad feature which enables ad placement beside content specific to keywords chosen by the marketer. Though these new offerings will make podcast advertising easier for marketers, Wizzard says they publishers and content creators will still have control of the end product.

"We're giving [publishers/creators] a lot of control," said Chris Spencer, president-CEO of Wizzard (via MediaPost). "You have to work with how the advertisers want it, but at the same time, you have to work with the podcasters. They want to maintain a lot of control, because they work hard to grow their audiences."