Post-roll ad
A post-roll ad is a sponsorship message placed at the end of an episode, after the main content has finished. It is the lowest-priced slot because listener drop-off is highest by the close, but the listeners who remain are highly committed.
For example, after the host wraps the interview and shares closing thoughts, a short sponsor read runs before the outro music, reaching the loyal listeners who stay to the end.
Why it matters: post-roll is cheap inventory that reaches your most dedicated listeners, so it suits offers aimed at superfans. For a B2B brand running its own show, the post-roll is a natural spot for a next-step call to action like subscribing or booking a call.
Post-roll works best as a clear next step for the most engaged listeners - the people who stayed to the end are your warmest audience, so the call to action should match that intent.
- Treating post-roll as a throwaway slot and putting nothing useful there.
- Adding a hard sell after the value has already been delivered.
- Forgetting that only your most committed listeners ever hear it.
What is a post-roll ad?
A post-roll ad is a sponsorship message placed at the end of an episode, after the main content has finished. It is the lowest-priced slot because listener drop-off is highest by the close, but the listeners who remain are highly committed.
Is a post-roll ad worth it?
It reaches fewer people but those who stay to the end are your most engaged listeners, which can make post-roll efficient for loyalty or conversion offers despite the lower reach.
What should go in a post-roll?
Post-roll works well for calls to action that ask for commitment, subscribing, joining a list, or booking a demo, since the remaining audience is already invested.