Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. 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. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. 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. I also included the site stats: Once at the Add-Ons Page, click "Activate" under "Monetize your show". 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. The value of sponsored content is that it can help to boost brand recognition. 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. 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. "How much do podcasters make" isn't always answered with a number. Have any questions about this guide? Podchaser also lists average ad costs for podcasts that generate a lot of listeners. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. How much do you think you could charge for an ad slot on that show? In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. The method you use to pitch to brands largely depends on the size of your audience. Dont know where to start? To put this into perspective. 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 ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. 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. 607 posts. Or, it can be dropped altogether at a later stage. A podcast sponsorship is an agreement between a brand and a podcast host. In 2014, advertisers spent nearly $90 million on in-podcast ads, which became $190 billion in 2016 . You can do the ad during your recording, or you can record and mix one separately and stitch it into the finished episode. This is an easy-to-read breakdown of: . Are there any opportunities that theyve missed? 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. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. Granted, targeting isnt exclusive to podcasts. Popular brands like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. Show Guesting. 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. Firstly, their ads will never be swapped out for another brands ad. 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. This Podcast has been fun to listen to. Network with brands or small businesses and pitch your idea to them directly, whether in person or online. It's possible that agencies charge $30+ for popular, highly-produced shows. When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. If youre a podcaster looking to monetize your content, you can also benefit (and were not just referring to all the potential free product samples). It can be CPM, value-based, or affiliate. This Is Important Podcast. Provide something of genuine interest or value to your listeners. So, how do you find the best podcast sponsors? Whenever you can, tell people about your podcast online and in person. You can use this resource, either as a template for your own pitch, or you can just link them to it directly. 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. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. Sponsorship type. The best way to get sponsors for your podcast is to ensure your podcast is an exclusive listening experience for your audience. Therefore, it is vitally important that you know who listens to your show. Heres our full guide to creating a podcast media kit. Step 3 is your posting frequency. Instead, its more important to have engaged listeners than simply reaching a big crowd. There are a couple of factors that will impact an ad spots price. Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. How many listeners download your episodes? In 2009, only 9% of Americans listened to podcasts. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. You cant deliver the same value for all sponsors you reach out to either. Here, well take a look at the various ways podcast sponsorship can work. Use data to make investors feel confident. You dont need to think or worry about doing your ad reads during the recording session. Doing the ads yourself is going to make them more effective. 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. Some podcasters charge as much as $5,000 per podcast ad campaign. 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. For one podcaster, the thought of covering their web and hosting costs is enough. Done well, (and legitimately!) From a brands point of view, baked-in ads are better. And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. A direct response ad is a mixture between a native ad and product placement ad. The show tackles complex financial ideas rent control, the wealth tax, Bitcoin on a level that ordinary people can understand. This isnt just relevant to folks seeking a podcast sponsor, but podcasters in general. A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). However, ideally youll want to partner with a show that releases a new episode every week or every second week. Many podcast hosts do this and earn money to reinvest into their podcasts. To calculate your rate for podcast sponsorships, there are three ways you can do this. Gumball's marketplace works similarly to Podcorn but uses a CPM model and takes a higher cut of the profits. For more on that, check out Should I Sponsor a Podcast? Pitch Deck. Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. So, theres a lot of money to be made by means of podcast advertising. 5. Those subscribers are as good as nothing. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. June 18, 2019. When the ad will play. If you start marketing products and . These slots are known as: Mid-roll is the most desired spot (and thus, the most expensive). Accidental Tech Podcasts sponsorship rates start at $5,500. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site. It is important to note here that if you already have a personal website, you don't need to create a whole new website for your podcast. How you develop an online presence depends on how you treat your audience. How many audience members take your desired actions? On which podcasts do they advertise? Not fully bought into the sponsorship route, but want to explore monetisation. Your ad can appear in the first 10% of the episode (known as a pre-roll ad), in the middle of the episode (known as a mid-roll ad), or towards the end of the episode (known as a post-roll ad). For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. 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. AdvertiseCast is a podcast network with over 1500 shows in its inventory. Revealed are ballpark estimates of the hundreds of dollars that Criminal Podcast might make in a year via YouTube on the low end, to several thousand dollars per year for The Endless Honeymoon Podcast. With affiliate marketing, youll include a trackable link to your podcast description. Acquiring sponsorships: Podcast hosts like this are more valuable for brand sponsorships than creators with thousands of subscribers but no niche authority or below-average engagement rates. 4) Podcasting Can Help You Build a Personal Brand. Personal Reasons Why You Should Start a Podcast. . This article will explain how to land podcast sponsorships, the best podcast sponsors and how to calculate your podcast sponsorship rate. Because your audiences are passionate about art, it makes sense to work together. Even better, you don't . The " Planet Money " podcast from National Public Radio (NPR) is all about the economy: what affects it and how it, in turn, can affect your life. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. Pitch directly to brands. Providing value to brands is the trick for this method. You can, for example, create it as a PDF file that you share upon request or interested businesses can download directly via your website. February 24, 2021. that were shared during the podcast, you can also look at indirect attribution. Reach Out Directly to Sponsors. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. Alternatively, you can simply offer subscription tiers or ask directly for donations. Need that extra guidance? Podcasts are mostly free, but they don't have to be. Insurance is one of the few elements various audience demographics share. Do their posts get a lot of likes? Youre promoting products that can engage and interest your listeners. Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. However, there may be requirements, and your earning potential relies on the size of your audience. What can you offer brands? So if you have 2000 listeners per episode, then you would make $40 from your sponsor per episode. At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. Listen to the episode on a separate page. Podcast ads typically use special promo codes as calls to action. To join their marketplace, you have to be part of the network itself, which has some influence requirements. Its better to opt for a number of podcast ads on podcasts with a smaller audience reach than to air just a single ad on a podcast with a huge following. If you have a podcast related to health or mental health, you could consider approaching an insurance company that covers insurance for health and mental health to sponsor your podcast. 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. Podcast sponsorships are the bread and butter of the thriving podcast. What products or services would add value to my listeners? Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. Looking to level up your podcast? Affiliate marketing is booming. After all, how can a medium without any visuals manage to attract and maintain peoples attention in this day and age? Podcast sponsorships are usually based on the number of average downloads your podcast received. Usually, the host will read a scripted ad either before, during, or after the episode. 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. But the other big strength of podcast sponsorship is in the delivery method. What to Know Before You Approach a Potential Sponsor. Benefits of Podcast Sponsors. Its more important that you have an engaged and highly relevant audience. These marketplaces will take their commission from your sponsorship deals. There are peak times when your audience is most active. 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. Businesses prefer working with podcast hosts that have somewhat of an. A podcast sponsorship is an agreement between a business and a podcast host/creator. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. This means that its easier for them to earn ongoing ad revenue. Retailers are also a much safer option as they seldom decline targeted exposure. 0:00. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. Affiliate sponsors usually pay podcasters a commission of $15-$30 for each sale made. 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. Like for blog content and YouTube videos, use SEO techniques to help your podcast episodes reach more listeners. Things like trade magazines and blogs can be very niche and targeted, for example. 2019 P2P Marketing All Rights Reserved. 5) Podcasting Can Become a Second Income. How can the sponsor benefit from your promotion. LISTEN TO THE PODCAST. When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. 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. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. There are no download requirements to start affiliate marketing, and it's one of the easiest ways to get your first sponsor. 4. If its dynamic, the ad is separate from the original episodes recording. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. Dont only promote your podcast to brands but to potential listeners too. If you have a business plan, you can also include a summary of it so that potential advertisers can get an overview of your show. Also, mention how the brand can benefit from your promotion. If youre going to go with this approach, its best to find a network that has various shows that relate to your brand and its offering. Of course, you must have a positive image to reflect well on the sponsors you want to secure. If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. Give shout outs to new members. For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? In other words, the ads placement can change from pre-roll to mid-roll to post-roll. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. 1) You're passionate about a topic or have something to say. 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. Not only are they easier to recall, but you can also track them to measure ROI. 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. Especially if youre contacting a large company. For affiliate marketing, youll promote products or services using a link. These are: podcast sponsorships, affiliate marketing, selling merch, and offering subscriptions. Listen to the Podcast! 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. If youre interested in exploring podcast sponsorships, you can either manually shortlist a number of shows and reach out to them on your own or use the services of a company that links businesses with possible podcasts. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. Podcasters read the ads themselves and place them wherever they want within the episode. You have freedom on the script, so it sounds natural. If youre taking payment from anyone, you have an obligation to them. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. 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. And your podcast is no exception. Your podcast needs to have buzz or referrals to find a sponsorship. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. start your evolution. After completing that information, youll have your marketplace listing. Where are your listeners located geographically? The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. Acast is a podcast network and ad marketplace. How Do I Create a Good Podcast Advert or Sponsorship Slot? The average rate for a 60-second podcast ad per CPM is roughly $25. Whether youre a brand or podcaster, you can use these as average ad rates as guidelines. Sign up to get unlimited songs and podcasts with occasional ads. Thats our guide for all the info youll need on that front! , while the brand gets the chance to increase brand awareness and trust. Step 2 is choosing your category and country. Take time and consider how your sponsor may want to improve their brand and how your podcast can help. Instead, the host of the podcast will mention which brand has sponsored that specific episode. "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. How many ads per episode? Pre-roll/ Mid-roll/ Out-roll Ads in Sponsored Podcasts. Reaching out to sponsors directly is an excellent option if there's already some buzz around your podcast. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. Your podcast niche is art. 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! This is totally topic dependent, but a few examples might be. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. A $30 CPM or higher is on the expensive end of the spectrum. Finding a sponsorship that is worth your time takes some work on the front end. browse the shop. Like banks, insurance companies often have specific categories of brands they sponsor. When deciding which food brands to work with, consider the ones you already like. Unless you have a golfing, tennis, swimming, or football hobby, youre better off with brands more suited to you. Its usually done in a very unceremonious way. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). 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. It's calculated by dividing cost by impressions, then multiplying that number by 1000. Your podcast description should connect to your target audience and prove what makes your podcast unique. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. This Is Important: a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. The downside is that theres no guarantee of any commission at all. 141 episodes. Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. If the podcast is released in seasons, its typically mentioned in the title or shownotes. Your affiliate manager can make or break the success of your affiliate marketing program. Consider the most-fitting brands to work with. Claim Ownership. 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. Heres our full guide to creating a podcast media kit. For podcast advertising, it is hard to give a benchmark CPM. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. Request donations from your audience through Patreon. Some get business deals in the millions, others scrape by. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. There are different types of paid ads that you can run on your podcast. 2 passive and 2 active. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. , youll include a trackable link to your podcast description. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Just like other types of content, your intro will need to grab attention immediately. From T-shirts to stickers, there are many different items that you can brand and turn into your merch. 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. For another, it could be an important income stream in their business, where theyre actually paying a team of freelancers and assistants to work on their show. Sure, engaging content and growing listeners can monetize your podcast, but sponsorships help you achieve both, while maximizing your profits. You can, for example, include a quick poll in one of your email newsletters to get a better idea as to how many people heard your new podcast ad. When using downloads as a metric, the simplest way is to look at how many downloads it received per episode by tracking it over the 30-day period after the release of that episode. When podcasts entered the scene, people were quick to dismiss it. Information about your audience. 1. Take time to research brands to find where you can add value to them. (And don't forget to leave us a review!) Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. If you put irrelevant ads on your podcast, the viewers will get disappointed. Do the Research Beforehand. @podimportant. For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. 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. Post-roll is the least optimal position for an ad, but its also the cheapest. Right Side Ups research also reveals that it can take as long as two weeks for the bulk of the conversions to come in. Some of the best adverts Ive heard in podcasts have been on fictional shows, because the makers can get really creative with them. Alban Brooke is the Head of Marketing at Buzzsprout and the co-host of Buzzcast. The last element is the call to action. 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. the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. In addition to tracking unique promo codes that were shared during the podcast, you can also look at indirect attribution. 1) Reach out to a company and tell them you have a podcast with their ideal audience. If a podcast opts to charge a fixed price, they can include ad placements on other channels like social media and YouTube in addition to the podcast ad. According to. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). When it comes to podcast advertising, there are different ways that the pricing can be structured. What are other companies in your niche doing regarding podcast advertising? 76 following. This is a method of measuring advertising based on audience numbers. Plus, as post-roll ads are generally slightly cheaper, it can end up being more cost-effective. If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. All in all, if you want to increase the chances that your target audience will take you up on your offer, its best to opt for a host-read, baked-in ad. At the time of writing this article is a lot of listeners sponsorship... To reinvest into their podcasts in dynamic advertising are so low thats theres really no value there at.! That show, compare how much money you spent on that front that front ads typically use special promo that... 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