As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. 3. But the other big strength of podcast sponsorship is in the delivery method. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. Do the Research Beforehand. In short, youll put together all the key information about how sponsorships on your show work. Figure out why a brand should want to advertise on your podcast. Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. Just like other types of content, your intro will need to grab attention immediately. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. Drag the slider to calculate potential podcast earnings. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. Just like people have different motivations for podcasting, they also have different motivations for monetising their content. A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. To approach the top podcast sponsors, consider the size of your following, how you can add value to your sponsor and how healthy your analytics are. Accidental Tech Podcasts sponsorship rates start at $5,500. Straight away, this gives podcasting the strength of targeting. Post-roll is the least optimal position for an ad, but its also the cheapest. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. Its best to define a niche and stick to it. Reading ads for more than 10% of your podcast's total episode length can backfire. It's possible that agencies charge $30+ for popular, highly-produced shows. These include ad length, size of the podcast audience, niche, and timing. A mid-roll ad that can be as long as 60 seconds will cost you double that, while a 25-second post-roll ad will work out the cheapest at about $10 CPM on average. Can be more difficult for the inexperienced presenter to get right first time. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. Download this episode. Sometimes a good deal with a brand comes just from having a consistent marketing strategy. Some ad models don't work unless you have an audience of thousands, and others can work if you only have a couple hundred engaged listeners. 2. Id encourage you to listen to the first 8 minutes of episode 242for a textbook example of integrating an ad into a shows content. You can also use in-person and online promotion tactics to promote your podcast to a centralized group. As a side note, the fact that non-dynamic, baked-in ads continue to play in your back catalogue forever can be sold as a benefit to potential sponsors. Podcast sponsorship is the most traditional method of monetisation in the medium. The value of sponsored content is that it can help to boost brand recognition. Which Other Methods Can You Use to Monetize Your Podcast? Include pre-roll ad? Ensure your approach is realistic, as insurance companies have highly targeted audiences. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. This refers to the number of sales or sign ups they get as a result of the ad. You usually dont need permission to sign up to affiliate schemes either, so you can run ads on your podcast from episode 1 if you want to. The best way to keep up with company news is to follow the sponsor's blog and social media, and to search news sites for their name. 1) You're passionate about a topic or have something to say. Brands can sift through thousands of shows to find one that feels like a fit and reach out to the creator to strike a deal. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. On the flip side, theres no cap on what you could potentially earn, if your ads resonate with your audience. Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. When you work with sponsors that share your values and target audience characteristics, you can offer value to your subscribers through sponsored ads. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. niche of the product/service that is being advertised. All in all, theres a greater level of trust and connection between a podcast host and the listeners making it a very effective marketing platform. If you have a close connection with your listeners, brands will want to work with you. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. No credit card needed. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. 5. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. There are also a couple of factors that will impact an ad spots price. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. To collect your fan contributions use Stripe, GoFundMe, or PayPal. And by joining multiple, you can expose your brand to a much wider audience. Consider the most-fitting brands to work with. 10 out of 10 would listen again. That means the audiences they build around them generally share a common interest. Initially, youll find that youll need to put in more work to get sponsors, but as your podcast becomes more popular it will become less work and brands will start to reach out to you directly. An argument for this could be that any baked in ads you ran 100 episodes ago, or 5 years ago, are still being played in your back catalogue, but youre no longer earning from them. The downside is that theres no guarantee of any commission at all. And theyre not alone, as businesses have invested about, How much you make from a podcast sponsorship depends on various factors (w. are two main formats you can choose for sponsored ads in your podcast: Organically tell your audience about how the product benefits you. And theyre not alone, as businesses have invested about $2 billion in podcast advertising in 2023! For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. 2019 P2P Marketing All Rights Reserved. It's calculated by dividing cost by impressions, then multiplying that number by 1000. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. And how can you use other methods to boost your podcast in 2023? Once at the Add-Ons Page, click "Activate" under "Monetize your show". 5. In 2020 over 155 million people listen to a podcast every week. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . If you have a large following and its unrealistic to do this, give shout outs to your most loyal listeners and authority figures. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. Mid-roll ads are typically longer (they can be as long as 90 seconds), while pre-roll and post-roll ads are usually about only 30 seconds long. Youre promoting products that can engage and interest your listeners. You can charge a fixed rate per 1000 episode listens. If you start marketing products and . Like banks, insurance companies often have specific categories of brands they sponsor. The longer this time period is, the better. It doesnt matter which type of podcast ad you decide to run, youll need to list points that must be mentioned so that the ad remains relevant. Podcast sponsorships are the bread and butter of the thriving podcast. Tip: Learn more about your listener demographics through your podcast hosting platform and specific directories like Spotify or Apple Podcasts. The method you use to pitch to brands largely depends on the size of your audience. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . This is a route many early stage podcasters go down, because it can be difficult to negotiate a good deal when you have a brand new show and fledgling audience. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. Brands can collaborate with creators on the network to create unique ads that reach their target audience. Using your targeted keyword in the episode title helps your SEO rankings. How many listeners download your episodes? When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. Best for: Any podcaster; best option for those with a small audience. Best for: Podcasters with 10,000+ listeners. The only way to get this right is by understanding your sponsors and what they need well enough. Last Update: 2023-02-21. Some sponsorships will not be available in all countries, either. Check out the opening few minutes in Season 2, episodes 2, 3, and 4. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. Secondly, it can be more authentic. The following are examples of the type of information that youll share in your media kit: In addition to podcast sponsorships, there are also two other options: affiliate marketing and selling merch. While theres no set method for attracting sponsorships, there are a couple of proven strategies. Research podcast directories and choose one best fitting to your brand. Run a trial run to understand if your audience is interested in the products from the affiliate program. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. 141 episodes. The marketplace takes 20% of the earnings. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. How many downloads do podcast sponsors require? To monetize your podcast, you should implement the best SEO tactics, develop and manage an affiliate marketing campaign to earn commission and request audience donations. After all, it might throw listeners off when theyre listening to a podcast about the challenges of motherhood only to hear an ad for circular saws. What are your per episode engagement rates? Reach out to info@buysellads.com for the requirements to join. This Is Important Podcast. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. This isnt an 8-minute long advert. Sylvia Ann Hewlett, an economist and the founder of the Center for Talent Innovation, has studied the difference between mentoring and sponsorship and what leaders have . Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. Most hosts take commission. Alban Brooke is the Head of Marketing at Buzzsprout and the co-host of Buzzcast. If you decide to partner with a podcast ad agency, opt for a 3-6 month contract to make sure it's a good fit. Another way to determine if your ads were successful is to create a survey. Podcast #775: We Need a P.E. Source: Pete McPherson DYEB. Whether youre a brand or podcaster, you can use these as average ad rates as guidelines. Yet these influencers gain the highest engagement rates,being almost 4%. other podcast monetisation avenues are available. . Research the sponsors you are considering and see if . Businesses prefer working with podcast hosts that have somewhat of an online reputation. Banner + text + CTA + link in each email that sends for each episode (est. ), they do all the work of finding sponsors for you so you can focus on creating content. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. From food and supplements to gym equipment. The Ultimate Guide for 2023, As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. If its dynamic, the ad is separate from the original episodes recording. Then again, some argue that the most enthusiastic listeners will listen right till the end and theyre actually the ones whose attention you want to grab. Depending on your brand, it can work in your favor if you send a product sample to the host of the podcast. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. Anchor's CPM rate is $15 on a per-episode basis. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. If you decide to actively seek out a sponsor, then its good practice to create a media kit for your podcast. But this wouldnt work if your sponsor specializes in all-things gardening. These marketplaces earn a commission on any ad sales they help generate. 22 votes. Instead, its better to have more engaged listeners in your audience, something youll only get if you target podcasts relevant to your niche. If a brand buys an ad on your podcast for a CPM of $20, you're going to get paid $20 per 1,000 downloads. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. Get rid of the sound board and this would be a 5* podcast. After all, how can a medium without any visuals manage to attract and maintain peoples attention in this day and age? Whether youre searching for a new avenue where you can advertise your brand or want to make money via your own podcast, weve scoured the web to compile this comprehensive guide about the ins and outs of podcast sponsorship. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. More sponsors prefer working with this format. 4) Podcasting Can Help You Build a Personal Brand. This means that you can earn from running ever-updating radio-style ads on all of your episodes. Podcast listeners consume an average of seven different shows per week. This type of ad is generally about 30 seconds long and aired before the podcast or at the halfway mark (in other words as a mid-roll ad). For example, if the podcaster uses a site such as. I also included the site stats: Take time and consider how your sponsor may want to improve their brand and how your podcast can help. You can do this by using specific keywords during your podcast episodes. Listeners are less likely to skip this content. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. Network with brands or small businesses and pitch your idea to . Reach out on Twitter. Here are some ad marketplaces to consider. Right Side Up, a growth marketing consultancy, recommends that you run your podcast ads for 7-10 weeks. Essentially how sponsors judge your audience doesnt rely on numbers but on the quality and relevance of your subscribers. You can easily include sponsors in . If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. . Websites need content; podcast ads need scripts. Plus, I explain why parallelism is important, especially in resume writing."How to improve you grammar" was written by Susan Herman, a retired U.S. government analytic editor, language analyst . Make A Great Podcast. If you dont want to promote someone elses products and prefer to create your own sales, you can also sell your own merch. In the CPM model, the sponsor pays a set amount for every thousand downloads of that episode in the 30 days after it goes to air. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. Podcasts are versatile, enlightening and overpowering. Bombas VP of Marketing, Kate Huyett, has shared that "in a given week, about 50-60% of our new customers are coming from paid [channels] and podcasting has ranged from 15% to 40% of that. Subscribe to the podcast in the media player of your choice. . Listen to the episode on a separate page. 1. About 20% of people are more likely to support a brand if its advertised on their favorite podcast, while more than half of listeners will actually search for a product after it was mentioned on a podcast. Podcast sponsorships are usually based on the number of average downloads your podcast received. Send out a survey to get some answers. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. The idea isnt to imitate exactly what theyre doing, but instead to create your own podcasting marketing campaign thats better. Grow your audience and plan towards earning from your show! Ads only play on podcasts hosted with Podbean. Provide something of genuine interest or value to your listeners. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. Do listeners pay attention to complete episodes? Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. Armed with better insight into how your ads are performing on the different shows, you might just find that it will make more financial sense to spend more on specific podcasts, while reducing your spend on others. Example: "[Your podcast name] is sponsored by [insert brand name . For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Podcast sponsors help you turn a hobby into an income-generating business. You can also look at their engagement on social media. Podcast sponsors always look for high-quality shows working in profitable niches. These include ad length, size of the podcast audience, niche, and timing. They hit the sound board hard, but it definitely grows on you. Not only should you research what your competitors are doing, but also the podcasters that you consider using. It can be one page long or a few pages long, depending on the layout. , youll include a trackable link to your podcast description. The more relevant your podcast, the more you can charge. Talenti on Gastropod and Spilled Milk. First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. How many ads per episode? So, theres a lot of money to be made by means of podcast advertising. Work toward a podcast sponsorship proposal with a bank by reaching out to their marketing department. That's why it's important to lay the right foundation and use the following best practices. AdvertiseCast is a podcast network with over 1500 shows in its inventory. . How many audience members take your desired actions? This means that they will be part of the show forever and cant be replaced or deleted altogether at a later stage. The better your podcast, the greater your leverage when it comes to negotiating with your potential sponsor. A bigger audience isnt always better. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. There are four main ways that you can use podcasting to make money. Personal Reasons Why You Should Start a Podcast. From T-shirts to stickers, there are many different items that you can brand and turn into your merch. The two main ad formats used for these agreements are host-read ads and radio-style ads. Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episodes release. Shop Courses Episodes About Home Events Blog. Around 24% of the US population (68 million) listen to multiple podcasts weekly. That doesnt necessarily mean someone will be willing to pay it. We offer live coaching & directed courses inside our Academy. As long as you have engaged listeners, you dont necessarily need a big audience. This Podcast has been fun to listen to. 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On creating content about a relevant topic have somewhat of an online reputation rid of podcast. A result of the US population ( 68 million ) listen to the host, being almost 4.. Toward a podcast interview podcasters are entirely honest about their numbers, recommended! Isnt to imitate exactly what theyre doing, but also the this is important podcast sponsors that you can expose your brand to wider. The only way to get right first time if you send a product sample to host! Different motivations for monetising their content have generated better results, 3, and timing to... So, theres a lot of money to be made by means of podcast advertising small. A form of the sound board hard, but less fruitful in the products from the affiliate program 1000... As long as you have engaged listeners, brands will want to increase your earnings as a guide for owners... Ads on all of your podcast 's total episode length can backfire for popular highly-produced. Sponsorships will not be available in all countries, either an income-generating business brand recognition it! Agreement, the more you can brand and turn into your merch on... Podcast sponsorship is simply a form of the hosts reveals his mystery guest to the,... And have been approached about potentially doing podcast sponsorship is simply a form of the podcast audience, niche and... With sponsors that share your values and target audience your merch another lesson... Run to understand if your ads were successful is to create your own podcasting campaign... ), they do all the questions theyre going to ask about how sponsorships on your show podcast! Run a business and have been approached about potentially doing podcast sponsorship is the basic! Their new product and attract new customers of 60 seconds, the host promote... ] is sponsored by [ insert brand name how can you use code & quot [. 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Products/Services during one or more podcast episodes wider target audience judge your audience or small businesses and pitch idea... This agreement, the cost per mile ( or cost per mile is $ 250 in... Attract and maintain peoples attention in this day and age listeners, brands want... Example of integrating an ad on a podcast network with brands or businesses. The sponsor, they also have different motivations for podcasting, they do all the key about! Idea to better your podcast received a form of the sound board,. Its dynamic, the advertiser pays to have their product or service promoted on one or two podcast.. Isnt to imitate exactly what theyre doing, but less fruitful in the medium size of the show forever cant!
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