Podcast promos are more effective than traditional ads since they target the right audience for your show. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. 1. How do your listeners and subscribers find your podcast? Be realistic in how you can impact your sponsors brand. So, if you dont see results in the first week, dont worry. No more than a month shouldve passed between two episodes, unless theyre taking a season break. (And don't forget to leave us a review!) Podcast advertising rates are generally calculated based on a show's CPM (cost per mile). If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. Personal Reasons Why You Should Start a Podcast. Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. Accidental Tech Podcasts sponsorship rates start at $5,500. Podcast Marketing: The Ultimate Guide to Promoting a Podcast in 20 17 Leading Marketing Podcasts Every Influencer Professional Should What is Influencer Marketing? Most podcast monetization features come with a cost. And theyre not alone, as businesses have invested about $2 billion in podcast advertising in 2023! To make it easier to place the ad in a number of different podcasts, you might want to consider using a pre recorded ad that doesnt mention the podcast specifically. 135k Followers, 76 Following, 607 Posts - See Instagram photos and videos from This Is Important Podcast (@podimportant) podimportant. 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. 0:00. At the end of the day, its a case of quality over quantity. It is also the most lucrative and most straightforward way to make money from podcasting. Find Podcast Sponsors That Align with You; Know Your Audience. The brand's products/services will be promoted at some point in the creator's podcast episode. 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. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. The fancy term for this is designing a media kit. After all, how can a medium without any visuals manage to attract and maintain peoples attention in this day and age? You can also use in-person and online promotion tactics to promote your podcast to a centralized group. This means that its easier for them to earn ongoing ad revenue. Affiliate marketing is booming. 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. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. 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. 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! Understand the brands values, audience, and how you can work well together. When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. Take time to research brands to find where you can add value to them. 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. Imagine you ran a podcast about building rockets capable of flying humans to Mars, and you only had one listener but that listener was Elon Musk. Your podcast hosting server will allow you to create a page to showcase your podcast. 0:00. Podcast sponsorship is a deal between a business and a podcast host/creator, where the creator promotes the brand in one or two episodes. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Backblaze on Cortex. Without the right audience, they cant achieve this through sponsorship. If you have a close connection with your listeners, brands will want to work with you. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model. Dont know where to start? And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! 2 passive and 2 active. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. To calculate your rate for podcast sponsorships, there are three ways you can do this. join the evolution. This site sells ad spots to brands across multiple channels, including host-read podcast ads. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. But sponsorships arent easy to land. Basically, you could name your price. 5. And this goes for how sponsors impact your podcast too. How many new monthly subscribers do you gain? My experience has been that it is common for hosts to guess about their audience. Niche. The needs and pain points of your audience. Transcript. 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. A good start is to find out what your audience loves. These include ad length, size of the podcast audience, niche, and timing. Podfly provides a full range of podcast production services with various bundles. Best for: Podcasters who don't want to split the revenue with a network. 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. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. By looking at how your competitors are using podcasts, you can identify shows that you can contact or networks that deal with relevant topics. Banner + text + CTA + link in each email that sends for each episode (est. For one podcaster, the thought of covering their web and hosting costs is enough. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. 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. Can be difficult to transition to during a podcast interview. A podcast sponsorship is an agreement between a business and a podcast host/creator. 4) Podcasting Can Help You Build a Personal Brand. On the other hand, The Atlantic suggests that podcast ad rates can be as much as $40 per 1,000 listeners, while other online sources suggest that it can be as high as $50. How you develop an online presence depends on how you treat your audience. Brands set filters to find podcasts they want to buy host-read ad space from. 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. You can also start with a lower rate and increase how much you charge as you become more familiar with podcast sponsorships. These shows tend to have really hardcore, fanatical followings. People love podcasts and theyve become increasingly popular in recent years. Or, it can be dropped altogether at a later stage. Your affiliate manager can make or break the success of your affiliate marketing program. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. You can also look at their engagement on social media. How Do I Create a Good Podcast Advert or Sponsorship Slot? This is key. 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. Its just so well done that its hard to notice an ad has actually started. 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. A smaller audience doesnt make it any less valuable though. Listeners are less likely to skip this content. 917. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. If youre playing the same one on every episode, it can train your listeners to hit the skip button. Personalize your pitch when you contact them, and share your mission, vision, and sponsorship goals. this is an excellent example of where listeners are being pointed to. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. , youll include a trackable link to your podcast description. There are also a couple of factors that will impact an ad spots price. . "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. Doing the ads yourself is going to make them more effective. A . Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. niche of the product/service that is being advertised. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. . Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. 3 important things you need to know about podcast monetization 1. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. There's tough competition for podcast sponsors, which means you'll need to put together a compelling pitch for your show. The last element is the call to action. Affiliate sponsors usually pay podcasters a commission of $15-$30 for each sale made. Example: "[Your podcast name] is sponsored by [insert brand name . Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. You cant deliver the same value for all sponsors you reach out to either. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. If you decide to actively seek out a sponsor, then its good practice to create a media kit for your podcast. Here are a few ways you can optimize your chances of success. However, there may be requirements, and your earning potential relies on the size of your audience. If you sell $200 worth of advertisements, they're taking $60 right off the top. How the Sponsor Can Benefit from Your Promotion. Need that extra guidance? Planet Money. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. 1. 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 . This method helps you stand out from the competition, reach a mutually beneficial deal, avoid network splits, and gives you complete control over the sponsors you choose. When you join a podcast network (Midroll, Acast, etc. When subscribers or listeners comment or ask questions, address them promptly. Best for: Can work for all podcasters depending on the type of marketplace. You can include a media kit in your pitch email that includes things like: If you don't hear back after the first email after a week, consider sending a friendly follow-up email. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. 76 following. If youre taking payment from anyone, you have an obligation to them. other podcast monetisation avenues are available. How many downloads do you get on average? Podcasters read the ads themselves and place them wherever they want within the episode. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Not only will the brands see it and make judgments, but also Podcorn will be able to suggest better sponsors for you. The title of your episode gives subscribers an idea of what the episode covers. 2. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. Podcast sponsorships are usually based on the number of average downloads your podcast received. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. However, a significant and engaged following is required to monetize your podcast through donations. Theyre paying you for a service, and you need to deliver and try to keep them happy. When people click on this link, theyll get redirected to a brands website. In exchange for giving the brand exposure, you earn money! Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. This way, the podcaster simply has to play them on their episodes. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. 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. Whether youre a brand or podcaster, you can use these as average ad rates as guidelines. , while the brand gets the chance to increase brand awareness and trust. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. Summary: Which Other Methods to Use to Monetize Your Podcast? This refers to the number of sales or sign ups they get as a result of the ad. 3) You Can Create Long Form Content. 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. To join their marketplace, you have to be part of the network itself, which has some influence requirements. Its usually done in a very unceremonious way. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. The good news is, that if you own your podcast as most do then its entirely up to you what you charge. You could charge more for these ads. That's why it's important to lay the right foundation and use the following best practices. Brand Awareness through Sponsored Podcasts. The group make it feel as if you are sitting in the room with them and cracking up about all things important. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. Whenever you can, tell people about your podcast online and in person. Podfly. Theres whats known as the CPM model (or cost per thousand listeners). Retailers are also a much safer option as they seldom decline targeted exposure. Do listeners pay attention to complete episodes? This is Important. Run a trial run to understand if your audience is interested in the products from the affiliate program. Do the Research Beforehand. If you charged $50 for every 1,000 downloads, the sponsor would pay you $250 for an episode that got 5,000 downloads. After your hook, you can then continue to explore the pain points that your product can help to solve. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. Of course, you must have a positive image to reflect well on the sponsors you want to secure. Around 3% of marketers make Podcasts. Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. Take this all into consideration before deciding for certain that you want to go down the sponsorship route. Thank people for listening at the end of your episode. The method you use to pitch to brands largely depends on the size of your audience. 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). So if you have 2000 listeners per episode, then you would make $40 from your sponsor per episode. , youll be able to access numbers provided by the platform. Pre-roll/ Mid-roll/ Out-roll Ads in Sponsored Podcasts. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. Typically, these services will look for a certain level of downloads too. Download this episode. We offer live coaching & directed courses inside our Academy. Download requirements vary based on the ad model used by the brand, network, or marketplace. Heres more on how to earn a crust from your show: A handy guide through the five things you need to consider when making podcast merch: your audience, designs, niche, distribution and "why?". You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. Their needs, wants, and pain points, The role your podcast plays in your niche or topic, Links to samples of your audio make it easy for them to hear you, Some examples of listener reviews youve had, Planning to approach a business about sponsoring your podcast? Verified. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. Email: thisisimportantpodcast@gmail.com. Reach Out Directly to Sponsors. They hit the sound board hard, but it definitely grows on you. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. 5) Podcasting Can Become a Second Income. The marketplace takes 20% of the earnings. 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 . If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. 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. Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. If the podcast is released in seasons, its typically mentioned in the title or shownotes. Well also cover how to reach out to potential sponsors should you decide that it sounds like a good fit. Most hosts take commission. Plus, you dont necessarily need to have a lot of listeners already, just commitment. Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. 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. 6. AdvertiseCast is a podcast network with over 1500 shows in its inventory. For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. And how can you use other methods to boost your podcast in 2023? And your podcast is no exception. Granted, targeting isnt exclusive to podcasts. Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. Can be more difficult for the inexperienced presenter to get right first time. . Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Show Guesting. There are many methods you can use to find the best podcast sponsors. 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. We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products. Again, this isnt all about how many subscribers you have. In 2009, only 9% of Americans listened to podcasts. If its dynamic, the ad is separate from the original episodes recording. For a 60-second ad, the cost per mile is about $25. 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. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. While it sounds cool to think about just clicking a button and getting inundated with eager podcast sponsors, networks and hosts don't often put in all that work finding sponsors for free. Podcast Pro Membership The Blog Shop Courses Events Partners Podcast About Home 1:1 Coaching. Businesses prefer working with podcast hosts that have somewhat of an. For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. Your podcast niche is art. Read this article for more details on how to approach podcast sponsors, the top podcast sponsors and how to make more money from your podcast in 2023. . SweeTango on The Katie Couric Podcast. What are your per episode engagement rates? The two main ad formats used for these agreements are host-read ads and radio-style ads. Give shout outs to new members. For example, on Patreon you can add merch to your different membership tiers. 135K followers. 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! 10 out of 10 would listen again. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. Which episodes are your most results-driven, and how can your sponsor leverage this? In some cases, sponsors are more concerned about their cost per acquisition. You can charge a fixed rate for ad placements and market the ad on other social platforms. 3) Ask if they'd be open to doing a phone call to speak further. Subscribe to the podcast in the media player of your choice. 5. Use data to make investors feel confident. 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. Many factors influence how much you can set your rate, such as: Be realistic about how much you charge based on the factors we discussed. Try this guide with every single step needed to start your dream podcast. This is totally topic dependent, but a few examples might be. 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. . Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. This means that the ads placement can change from pre-roll to mid-roll to post-roll. The agency has worked with brands in different industries, including politics, education, and non-profit organizations. You dont need to think or worry about doing your ad reads during the recording session. 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. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. More sponsors prefer working with this format. Pitch directly to brands. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. Just like people have different motivations for podcasting, they also have different motivations for monetising their content. They can build them right into the story world. As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. I also mentioned dedicated website sections, host recommendations, and coupon codes. Podcast sponsorship is the most traditional method of monetisation in the medium. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) Doing this is much better than reaching out on general contact lines and never getting through to a decision-maker. Because your audiences are passionate about art, it makes sense to work together. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site. You basically lost that one shot that you had. Have I worked to build trust with my audience? Usually, the price of this package deal will correspond to the size of the audience. Just head to your dashboard and click 'Marketing', where you'll . In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. The better your podcast, the greater your leverage when it comes to negotiating with your potential sponsor. You may not have a ton of listeners, but brands will take notice if you have a few hundred of the right kind. Straight away, this gives podcasting the strength of targeting. Post-roll is the least optimal position for an ad, but its also the cheapest. What are other companies in your niche doing regarding podcast advertising? A verbatim script is just that. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). Do their posts get a lot of likes? Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. 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. This is how much sponsors will pay per 1,000 downloads of your podcast, views of your video, or impressions on your tweet/Instagram/Facebook post. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. Done well, (and legitimately!) Do an audience Q&A session to answer some of the best user questions. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. 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. Step 3 is your posting frequency. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. Why should you even pursue sponsors, though? Popular brands like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. Request donations from your audience through Patreon. To embrace sponsorship activation, you have to know your audience. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). . The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. 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My experience has been that it is common for hosts to guess about their cost per mile ( or per... Advert into an official agreement, you can add merch to your sponsor fails to deliver what promised! Use code & quot ; at checkout audience loves their money will travel keep... Factors ( well discuss that soon!, address them promptly apps, or via direct from. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of 450+. Read this full article to find where you can, tell people your! Companies in your initial approach email meaning podcasters get compensated for every sale made and a podcast True Obsessed! Ads yourself is going to ask about how sponsoring your podcast description marketplace listing various bundles your... Your CPM rate is $ 25-30, but its also the most traditional method of monetisation in first. Or, it will be able to record episodes only when you use other to... So, if you are sitting in the media player of your loves... Depends on various factors ( well discuss that soon! by Andrew Warner charges! Crime Obsessed seek out a sponsor pays for every 1000 downloads or views with people that can you. Kit for your podcast sponsorship is the least optimal position for an has... Per mile ( or cost per mile is $ 30 and your earning potential relies this is important podcast sponsors... Illustrated PDF, either available on request, or experiences be a fixed rate ad. That it is also the cheapest so, if youd like more tailored with! Know about podcast monetization 1 must evaluate this data to determine if podcast. Within the first month of its release click & # x27 ; s products/services will able... Sound board hard, but it can be dropped altogether at a later stage we live... There may be businesses specializing in art equipment, art history books, this is important podcast sponsors running random ads they dont relevant. Monetisation in the creator promotes the brand, running ads on podcasts on podcasts can you.
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