1. The title of your episode gives subscribers an idea of what the episode covers. Podcast sponsorships are usually based on the number of average downloads your podcast received. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. Remember, brands have podcast sponsorship goals. Podcast sponsorships are the bread and butter of the thriving podcast. 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. So, if youre looking to reach 10,000 listeners and you need one spot for a 30-second ad, youre looking at about $180. If its dynamic, the ad is separate from the original episodes recording. You can easily include sponsors in . The pricing of podcast ads can be structured in different ways. Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. For another, it could be an important income stream in their business, where they're actually paying a team of freelancers and assistants to work on their show. Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. A smaller audience doesnt make it any less valuable though. This Is Important Podcast. Its called The Model Health Show. Whenever you can, tell people about your podcast online and in person. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. A podcast sponsorship is an agreement between a business and a podcast host/creator. 2. For a 25-second pre-roll ad spot, they reveal that youll pay about $15 CPM. Use keywords on this page to make it easier for targeted users to find your podcast. In other words, the ads placement can change from pre-roll to mid-roll to post-roll. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. Today, that number is nearly 40% with 24% of . If an agency charges you an $18 CPM, you're paying $18 to reach 1,000 people. You can charge a fixed rate for ad placements and market the ad on other social platforms. The better your podcast, the greater your leverage when it comes to negotiating with your potential sponsor. It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. Best for: Any podcaster; best option for those with a small audience. If you have a close connection with your listeners, brands will want to work with you. In this ad model, advertisers pay you a flat rate to promote their product or service on your podcast. Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. 5. The Ultimate Guide for 2023, As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. The host of the podcast basically doesn't have to create an entire episode from scratch as its a type of content collaboration, while the brand gets the chance to increase brand awareness and trust. Whats important is how respected and trusted you are in your niche and how well you engage your audience. Include pre-roll ad? One single medium has so much potential which should not be ignored by any marketer out there. Pre-roll/ Mid-roll/ Out-roll Ads in Sponsored Podcasts. Information about your audience. Today, this is what's important: Planning the podcast, keeping in touch with friends, group texts, political texts, phone numbers, safety songs for kids, Andrew Dice Clay, stand up personas, Mike Myers, buzzballs, and more. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . Send out a survey to get some answers. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. 3) Verbatim Script. A $30 CPM or higher is on the expensive end of the spectrum. If you pick the latter approach, you can, for example, try Midroll. Talenti on Gastropod and Spilled Milk. Do an audience Q&A session to answer some of the best user questions. At the end of the day, its a case of quality over quantity. There are a couple of factors that will impact an ad spots price. This ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. A podcast website is a great way to increase listenership and bolster your content with the use of blogs, images, and much more. 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. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. However, ideally youll want to partner with a show that releases a new episode every week or every second week. Yes, brands invest in podcast sponsorships for maximum reach. In there, youll find all of our video courses, downloadable checklists and templates, and we run weekly live Q&A sessions, too! It also feels more natural, and, depending on who the host is, you might be able to take advantage of their unique personality. If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. But this wouldnt work if your sponsor specializes in all-things gardening. 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. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. That's because you can prove your show's worth with statistics. , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Micro influencers have no more than 20k followers. 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. Baldoni, who also authored a book of the same name, joined forces with P&G earlier this year with Proctor & Gamble co-financing and co-producing many projects for Baldoni's company, Wayfarer Studios. Here are some ways you can polish and prime your podcast for pitching to sponsors: 1. Dont only promote your podcast to brands but to potential listeners too. , social media marketing, etc, you should remember to track your progress to work out the ROI. They hit the sound board hard, but it definitely grows on you. Where are your listeners located geographically? Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. You can charge a fixed rate per 1000 episode listens. Each CPM refers to 1,000 listeners/impressions. There are main 4 ways how to find a sponsor for a podcast. To collect your fan contributions use Stripe, GoFundMe, or PayPal. You have the freedom to choose which brands you endorse. Podcast #775: We Need a P.E. Affiliate marketing is booming. Last Update: 2023-02-21. 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. It can be one page long or a few pages long, depending on the layout. If your podcast is related to women in business or is coaching/mindset related, for example, this is the kind of company you might approach for sponsorship. Post-Roll which as you can guess appears at the end of the podcast. Whether it is an event or a space you are selling to sponsors, your audience will have some valuable input they are usually willing to share. Some of the top affiliates for podcasters are: It's important to know what you're getting into before striking a deal with a brand. Best for: Independent podcasters, new podcasters. estimated that it was only $1.3 billion in 2021. This way, the podcaster simply has to play them on their episodes. Youve slowly built up a level of trust with them. How many audience members take your desired actions? Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. This seems like an intuitive no-brainer, but it has to be mentioned off-top. In short, youll put together all the key information about how sponsorships on your show work. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. How to Get Sponsors for Your Podcast. Podcast sponsorship is the most traditional method of monetisation in the medium. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. Dec 23rd, 2020. Secondly, it can be more authentic. 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. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. . 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! After your hook, you can then continue to explore the pain points that your product can help to solve. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. Additionally, you have a duty to your audience. 2 passive and 2 active. Alban Brooke is the Head of Marketing at Buzzsprout and the co-host of Buzzcast. When you join a podcast network (Midroll, Acast, etc. On the other hand, baked-in ads form part of the original episodes recording. start your evolution. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. The CPM model allows podcasters to earn $ 15-30 for 1000 downloads. Show Guesting. How many followers do they have? We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products. The next decision to make is choosing a sponsorship model. You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. You dont need an insane number of subscribers to secure podcast sponsors. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. This is an arrangement where the podcaster, the sponsor, and the audience are all benefiting from every aspect of the agreement. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. You can also look at their engagement on social media. This perspective isnt all correct. Best for: Podcasters with 10,000+ listeners. Podcast sponsorship's earn content creators significant amounts of money. 6. Figure out why a brand should want to advertise on your podcast. Podcast hosts can set a fixed-rate, where they charge a standard rate for ad placements. Your audience turns up to hear you, after all. The brands products/services will be promoted at some point in the creators podcast episode. Also, mention how the brand can benefit from your promotion. In short, by using a podcast thats related to your industry, youre more likely to find an audience who can identify with the issues that your products can solve. Podcasts are versatile, enlightening and overpowering. For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. When your podcast listeners click on this link and purchase, youll earn money based on your affiliate commission rates. Or, it can be dropped altogether at a later stage. This refers to the number of sales or sign ups they get as a result of the ad. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. 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. EwThatsGross. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone has assembled a crowd, and someone else would like to advertise a product or service to that crowd. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. Your podcast niche is art. Though, just keep in mind that once you go down this path, youll need to stick to a schedule. Youre promoting products that can engage and interest your listeners. These slots are known as: Mid-roll is the most desired spot (and thus, the most expensive). 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 . Sponsor message. You can also opt for a cost-per-mile (CPM) rate which is a fixed price per 1000 episode listens, or a cost-per-action (CPA) rate for payment per action taken like clicks or sales tracked with a unique code. Podcast sponsorship is the most traditional method of monetisation in the medium. You can, for example, create it as a PDF file that you share upon request or interested businesses can download directly via your website. A deck is basically like a brochure you can send to prospective sponsors. The average rate for a 30-second podcast ad per CPM is roughly $18. Usually, the host will read a scripted ad either before, during, or after the episode. Its best to define a niche and stick to it. When it comes to physical education in our country's schools, parents, teachers, and administrators alike typically place it at the bottom of their list of priorities something to fit in if budget, time, and academic standards allow. Minimal editing and production you dont need to add in any segments in the editing phase. , while the brand gets the chance to increase brand awareness and trust. A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. Mention when subscribers can expect new episodes. and frustrated. Right Side Up, a growth marketing consultancy, recommends that you run your podcast ads for 7-10 weeks. . But, many podcasts have much smaller audiences than that. Podcast Sponsors 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. In exchange for giving the brand exposure, you earn money! 3) You Can Create Long Form Content. The downside is that theres no guarantee of any commission at all. Helping folks all around the world start and grow a successful podcast since 2007. Straight away, this gives podcasting the strength of targeting. By looking at how your competitors are using podcasts, you can identify shows that you can contact or networks that deal with relevant topics. 2) Podcasting Is an Easy Platform to Create Content. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. 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 many downloads do you get on average? Theres certainly no one-size-fits-all answer here, and lots of variables to consider. niche of the product/service that is being advertised. To do this, they can use different types of ads. Looking to level up your podcast? Done well, (and legitimately!) How many monthly subscribers do you lose? 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. Including all of these elements ensures you won't miss anything important when recording the podcast live. These include ad length, size of the podcast audience, niche, and timing. Research and determine what products your audience would purchase. Pitch directly to brands. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. Information For Brands Looking to Advertise on Podcasts, Information For Podcasts Looking to Get Sponsors, How to Become an Amazon Influencer a Step-by-Step Guide, Top 10 Inbound Marketing Agencies for Enterprises. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. 1) Reach out to a company and tell them you have a podcast with their ideal audience. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. 2. ddp1987. 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. 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. 2. 607 posts. 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. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. To put this into perspective. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. 10 out of 10 would listen again. But producers tend to know their audiences well, and a quick chat with them will help establish whether or not youre a good fit for each other. This is an easy-to-read breakdown of: . Unlike a native ad, sponsored content wont necessarily mention the product or brand directly. 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. For example, on Patreon you can add merch to your different membership tiers. For example, the ads can either be read by the actual host of the podcast using a script (some brands might prefer to offer only a list of points to be discussed leaving the host with more freedom) or it can be pre recorded and then simply added to the episode. That means the audiences they build around them generally share a common interest. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. One of the best podcast sponsorship benefits is that you get to earn money from brands. Here are a few ways you can optimize your chances of success. Providing value to brands is the trick for this method. Id encourage you to listen to the first 8 minutes of episode 242for a textbook example of integrating an ad into a shows content. This is totally topic dependent, but a few examples might be. However, it is not profitable to seek a sponsorship deal unless you consistently have at least 200 downloads per episode. Also, if you use a network, you can look at their numbers and other shows to get a better idea of the type of engagement that you can expect. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. Not fully bought into the sponsorship route, but want to explore monetisation. To calculate your rate for podcast sponsorships, there are three ways you can do this. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. Reach out to the brands marketing department and pitch your podcast. According to their data, you can expect to pay anything from $1,000 to $3,000 to purchase an ad on a podcast that generates 100,000 listens. Here, youll talk about a product or service during the recording of your episode. So, how do you find the best podcast sponsors? Especially if youre contacting a large company. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. While podcast listeners are mostly from the same generational group, its still a good idea to focus on partnering with podcasts that are closely connected to your niche or brand. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. With affiliate marketing, youll include a trackable link to your podcast description. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. . The marketplace takes 20% of the earnings. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. Post-roll is the least optimal position for an ad, but its also the cheapest. Ep 123: She's Not A Naked Grandma, She's My Mother 2023-02-21. Podchaser also lists average ad costs for podcasts that generate a lot of listeners. Here are the four main ways to reach out to potential sponsors. Just head to your dashboard and click 'Marketing', where you'll . Try this guide with every single step needed to start your dream podcast. Long-form audio content means listeners can spend lots of time listening to a presenter in a very intimate way, and on a regular basis. Have any questions about this guide? Without the right audience, they cant achieve this through sponsorship. Its just so well done that its hard to notice an ad has actually started. 3) Ask if they'd be open to doing a phone call to speak further. How many downloads do podcast sponsors require? Also, if your offering lines up with the themes of the podcast, the chances are better that theyll want to find out more about it. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. What do sponsors look for in a podcast host? 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. How do your listeners and subscribers find your podcast? On the flip side, theres no cap on what you could potentially earn, if your ads resonate with your audience. Here's how to turn yours into paid content. If its dynamic, the ad is separate from the original episodes recording. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. In addition to tracking unique promo codes that were shared during the podcast, you can also look at indirect attribution. 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. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. The value of sponsored content is that it can help to boost brand recognition. For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? On top of that, the ads are often irrelevant to your audience, break up your content in a jarring manner, and generally annoy your listeners. Instead, its more important to have engaged listeners than simply reaching a big crowd. It's calculated by dividing cost by impressions, then multiplying that number by 1000. It's possible that agencies charge $30+ for popular, highly-produced shows. 1. More SEO techniques for podcasts include: Affiliate marketing can help you generate steady revenue. Podfly. Podcast sponsors always look for high-quality shows working in profitable niches. Sign up to get unlimited songs and podcasts with occasional ads. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. 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. In 2014, advertisers spent nearly $90 million on in-podcast ads, which became $190 billion in 2016 . Podcast sponsorship is a deal between a business and a podcast host/creator, where the creator promotes the brand in one or two episodes. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. Brands can collaborate with creators on the network to create unique ads that reach their target audience. Some of the top podcast directories include: Youre not limited to how many podcast directories you can join. Many podcast hosts do this and earn money to reinvest into their podcasts. What can you offer brands? Consider the most-fitting brands to work with. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. Businesses prefer working with podcast hosts that have somewhat of an. Drag the slider to calculate potential podcast earnings. AdvertiseCast is a podcast network with over 1500 shows in its inventory. When the ad will play. Gumball's marketplace works similarly to Podcorn but uses a CPM model and takes a higher cut of the profits. 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. You could charge more for these ads. However, a significant and engaged following is required to monetize your podcast through donations. like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. Need that extra guidance? 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. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). And theyre not alone, as businesses have invested about $2 billion in podcast advertising in 2023! 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 TO THE PODCAST. Whats more, 60% of listeners revealed that they actually searched for a product after it was mentioned on a podcast. Use data to make investors feel confident. Shop Courses Episodes About Home Events Blog. this is an excellent example of where listeners are being pointed to. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. On which podcasts do they advertise? For more on that, check out Should I Sponsor a Podcast? And your podcast is no exception.

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