A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Post-roll is the least optimal position for an ad, but its also the cheapest. . Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. However, somehow podcasts managed to prove the pessimists wrong. If an agency charges you an $18 CPM, you're paying $18 to reach 1,000 people. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. , while the brand gets the chance to increase brand awareness and trust. Because your audiences are passionate about art, it makes sense to work together. 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. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. 3) Verbatim Script. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Here's how to turn yours into paid content. 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 . Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. If its dynamic, the ad is separate from the original episodes recording. The best way to get sponsors for your podcast is to ensure your podcast is an exclusive listening experience for your audience. According to. Youve slowly built up a level of trust with them. You could have tens of thousands of subscribers, but what do your analytics say? In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. 1 Code. If you host your podcast with Buzzsprout, you can use Buzzsprout's Affiliate Marketplace to connect with pre-vetted brands regardless of how many listeners you have. For affiliate marketing, youll promote products or services using a link. Narrow Down Your Niche. Podcast sponsorships are usually based on the number of average downloads your podcast received. Reasons to add Podcasts to your Digital Marketing Strategy. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. But it may take several messages to catch the right peoples attention. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). 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. If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. Typically, these services will look for a certain level of downloads too. Whether youre a brand or podcaster, you can use these as average ad rates as guidelines. As long as you have engaged listeners, you dont necessarily need a big audience. AdvertiseCast's Podcast Advertising Marketplace. Especially if youre contacting a large company. Listeners are less likely to skip this content. 1. Figure out why a brand should want to advertise on your podcast. There are main 4 ways how to find a sponsor for a podcast. that were shared during the podcast, you can also look at indirect attribution. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. When opting for a paid interview, the brand will pay the podcast to interview a person whos linked with the brand (usually the interviewee will be some sort of expert). Weve done our research and put together the ultimate guide to podcast sponsorships how to approach sponsors, the best sponsors in 2023, and the best ways to monetize your podcast! This site sells ad spots to brands across multiple channels, including host-read podcast ads. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). An effective way to do this is to let the host share a personal story, if applicable, about how they discovered your product and the results that theyve enjoyed after using it. A bigger audience isnt always better. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. Grow your audience and plan towards earning from your show! 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. Your podcast niche is art. Podcast sponsors aren't going to work with just any podcast host. These shows tend to have really hardcore, fanatical followings. To give you a further idea of what you can expect to pay/earn, here are some of the rates charged by specific podcasts as revealed by Ardor SEO: Ultimately, the podcaster and business looking to place an ad will have to reach an agreement regarding the rate as there are no rates set in stone. And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! "SmartLess" with Jason Bateman, Sean Hayes, & Will Arnett is a podcast that connects and unites people from all walks of life to learn about shared experiences through thoughtful dialogue and organic hilarity. Understand the brands values, audience, and how you can work well together. How can the sponsor benefit from your promotion. According to statistics shared by SEMrush, nearly 20% of people are much more likely to consider supporting a brand if its advertised on their favorite podcast. Ranker: The Most Ubiquitous Podcast Sponsors, Ranked, Statista: Podcast advertising spending in the United States from 2021 to 2025, Shopify: 30+ Influencer Marketing Statistics to Have on Your Radar (2022), ZipSprout: TOP 60 CORPORATE SPONSORS IN THE UNITED STATES. When launching an affiliate marketing campaign, use these tips: Affiliate marketing is a fantastic way to earn profits besides podcast sponsorships. Product placement ads are pretty straightforward. Also, most listeners are much more tuned in to what the host of their favorite podcast says than what the writers on their favorite blog write. Its just so well done that its hard to notice an ad has actually started. 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. For example, let's say a podcast sponsor is offering $20 CPM. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. In some cases, sponsors are more concerned about their cost per acquisition. Click on a link, follow, comment, etc.? Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. In short, podcast sponsorship refers to when a brand pays a podcast so that they can take advantage of the audience of the podcast in the hopes of winning new potential customers. Accidental Tech Podcasts sponsorship rates start at $5,500. From a brands point of view, baked-in ads are better. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. Most podcasts have significantly lower numbers than this though. Popular brands like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. Remember too, that if youre looking to earn from your content, but dont like the idea of running ads, then other podcast monetisation avenues are available. This lets you focus completely on your episode topic. For a 60-second ad, the cost per mile is about $25. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. Are there any opportunities that theyve missed? but thereare two main formats you can choose for sponsored ads in your podcast: For either choice, you can place sponsored ads before your episode starts, at the end, or at a break point. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. After all, how can a medium without any visuals manage to attract and maintain peoples attention in this day and age? Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. This exercise is especially important if you run ads on different shows. Play. Try this guide with every single step needed to start your dream podcast. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. In this Catalyst interview, Denise shares how she's navigated the B2B world for more than 20 years, the importance of finding and becoming a sponsor and mentor, and how WorkForce Software is working around COVID-19. Websites need content; podcast ads need scripts. Niche. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . But the other big strength of podcast sponsorship is in the delivery method. First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. 3) Ask if they'd be open to doing a phone call to speak further. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. Minimal editing and production you dont need to add in any segments in the editing phase. Ensure your approach is realistic, as insurance companies have highly targeted audiences. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. My experience has been that it is common for hosts to guess about their audience. They hit the sound board hard, but it definitely grows on you. 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. This way, the podcaster simply has to play them on their episodes. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. Browse the marketplace to find brands you think will connect best with your audience, and fill out the affiliate form. The number of active podcasts nearly doubled in the span of two years, while almost 60% of all US consumers older than 12 listen to podcasts, according to Statista. Have attracted and engaged you for some time. Companies know who purchases their products, and they are looking to partner with podcasts that can deliver that audience. 917. How many new monthly subscribers do you gain? Here are some ad marketplaces to consider. Information about your audience. The pricing of podcast ads can be structured in different ways. Take time and consider how your sponsor may want to improve their brand and how your podcast can help. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. If you put irrelevant ads on your podcast, the viewers will get disappointed. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. Whats important is how respected and trusted you are in your niche and how well you engage your audience. Whats more, 60% of listeners revealed that they actually searched for a product after it was mentioned on a podcast. But this doesnt only boil down to the number of subscribers you have, but the quality of your subscribers and if they align with your sponsors target audience. CPM can work well for podcasts that have download numbers in the thousands. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. Get sponsorship deals with food brands! Category: Comedy. You can use this resource, either as a template for your own pitch, or you can just link them to it directly. Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. LISTEN TO THE PODCAST. 76 following. This means that they will be part of the show forever and cant be replaced or deleted altogether at a later stage. Send out a survey to get some answers. Where are your listeners located geographically? Passive - get an offer from a media host or get approached by a sponsor, Active - join a podcasting ad network or search for sponsors yourself. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. Most podcasts that succeed focus on a certain topic or niche. In 2014, advertisers spent nearly $90 million on in-podcast ads, which became $190 billion in 2016 . 1. A common metric that you can use to work out the popularity of a podcast is to look at how many times a podcast episode was downloaded. Episodes. You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. If you pick the latter approach, you can, for example, try Midroll. If the podcast is released in seasons, its typically mentioned in the title or shownotes. Reach Out Directly to Sponsors. Your audience will naturally build your reputation and social proof. Partner With Podcast Sponsors A great way to get your hands on an awesome prize that will drive a whole lot of entries without breaking your budget is to partner up with a relevant sponsor and have them provide you with a prize in exchange for some dedicated actions in your campaign, the promotion and exposure you can offer them, and even the . Mention when subscribers can expect new episodes. The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. Some of the top podcast directories include: Youre not limited to how many podcast directories you can join. Pitch directly to brands. Check out this key take-away from one of our earlier articles: 8 Ways To Strengthen Your Niche Authority: Your podcast needs to have buzz or referrals to find a sponsorship. Theyll tend to mention why they recommend it, some examples about how they themselves use it, how they benefit from it, and why the listener would too. A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). Pre-roll/ Mid-roll/ Out-roll Ads in Sponsored Podcasts. Don't worry about downloads. At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. More sponsors prefer working with this format. As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. Im sure youve seen several insurance sponsorship ads on TV and social media platforms like YouTube and Instagram. The brand's products/services will be promoted at some point in the creator's podcast episode. Additionally, you have a duty to your audience. If you received a significant increase in website visits or sales the week after your ad aired, it could potentially be linked to the ad. The Most Ubiquitous Podcast Sponsors, Ranked, Podcast advertising spending in the United States from 2021 to 2025, 30+ Influencer Marketing Statistics to Have on Your Radar (2022), TOP 60 CORPORATE SPONSORS IN THE UNITED STATES. The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. 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. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. Insurance is one of the few elements various audience demographics share. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. 2. ddp1987. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. Though, just keep in mind that once you go down this path, youll need to stick to a schedule. Things change the minute theres money involved. It's possible that agencies charge $30+ for popular, highly-produced shows. Minimal interruption to your content. Depending on the terms of the contract, you can then get a percentage of what the person spends in exchange for sending them to the brands site. Firstly, their ads will never be swapped out for another brands ad. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Use keywords on this page to make it easier for targeted users to find your podcast. While both art and gardening may be hobbies, these audiences expect significantly different content. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. This seems like an intuitive no-brainer, but it has to be mentioned off-top. The marketplace takes 20% of the earnings. Here, you run ads in the same manner as above. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. Your podcast description should connect to your target audience and prove what makes your podcast unique. 4. Check out our post on affiliates for podcasters where you can choose sponsors, based on your content, your audience, and which ones are a good fit for both. Once you have clarity about your own niche, your goal should be to find brands from the same niche or that have similar interests. Be honest about why youre requesting donations, and genuinely use it for those purposes. Also, mention how the brand can benefit from your promotion. Ensure you routinely evaluate user loyalty to determine if your techniques are working. In there, youll find all of our video courses, downloadable checklists and templates, and we run weekly live Q&A sessions, too! Podcasters often get caught up in the mindset that they cannot monetize their podcast without having thousands of downloads - and it simply isn't true! Around 24% of the US population (68 million) listen to multiple podcasts weekly. They can build them right into the story world. The good news is, that if you own your podcast as most do then its entirely up to you what you charge. In short, its when a brand pays a podcast to mention the brand during the episode. Make A Great Podcast. Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. June 18, 2019. Advertising on a podcast isnt like putting up a billboard at the side of a road, where 90% of the folks who see it arent a companys target audience. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. This is key. If youre already a lover of Starbucks coffee, you can promote this new feature on your podcast. Theres certainly no one-size-fits-all answer here, and lots of variables to consider. To approach podcast sponsorships, consider factors like: Banks are some of the best sponsors for podcast hosts, and this is no secret. . This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. 1) You're passionate about a topic or have something to say. Looking to level up your podcast? We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products. More fans than youd think would be willing to donate. Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. 3) You Can Create Long Form Content. Again, this isnt all about how many subscribers you have. That means the audiences they build around them generally share a common interest. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. Podcorn also lets you keep more of your profits and only takes a 10% cut of your ad revenue. 1. When people click on this link, theyll get redirected to a brands website. other podcast monetisation avenues are available. Affiliate marketing is booming. From the different types of ads to average ad rates, heres the most important information you need to get started. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. Affiliate sponsors usually pay podcasters a commission of $15-$30 for each sale made. EwThatsGross. A very niche show with around 200 listeners might charge $150 per episode, whilst a podcast with 5000 listeners based around a much more general topic might struggle to get a better deal than $20 CPM. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. For example, on Patreon you can add merch to your different membership tiers. Have I worked to build trust with my audience? Need that extra guidance? Sponsor message. Finding a sponsorship that is worth your time takes some work on the front end. So, how do you find the best podcast sponsors? Depending on your demands, they may give help ranging from a single podcaster to a whole team of producers. There are many methods you can use to find the best podcast sponsors. The reason for this is that its simply riskier to pay significantly more for one ad even though it will reach a much bigger audience. Maybe even to have enough left over to treat their other half to a nice meal every couple of months. Perhaps you have only a couple hundred or no more than a thousand subscribers, but theyre qualified leads for your sponsor and match their target buyers. To embrace sponsorship activation, you have to know your audience. 3. CPM or Cost Per Mille ( mille is the Latin word for thousand.) This is a method of measuring advertising based on audience numbers. Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. By opting for multiple ads with smaller podcasts, you also have the benefit of ditching the lower performing podcasts for others that have generated better results. Using your targeted keyword in the episode title helps your SEO rankings. Banner + text + CTA + link in each email that sends for each episode (est. Join our private podcasting community with a 7-day free trial (no credit card required). How Do I Create a Good Podcast Advert or Sponsorship Slot? Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Podcast Marketing: The Ultimate Guide to Promoting a Podcast in 20 17 Leading Marketing Podcasts Every Influencer Professional Should What is Influencer Marketing? Research the brand and see if you can find specific contact details for the appropriate people. The two main ad formats used for these agreements are host-read ads and radio-style ads. The first step to recruiting sponsorships is putting together a pitch deck that makes you feel confident about what your podcast can offer business sponsors. Instead, its more important to have engaged listeners than simply reaching a big crowd. Acast is a podcast network and ad marketplace. Not fully bought into the sponsorship route, but want to explore monetisation. 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