When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. You can do the ad during your recording, or you can record and mix one separately and stitch it into the finished episode. How many audience members take your desired actions? 6. You could charge more for these ads. , youll be able to access numbers provided by the platform. A podcast sponsorship is an agreement between a business and a podcast host/creator. It doesnt matter which type of podcast ad you decide to run, youll need to list points that must be mentioned so that the ad remains relevant. browse the shop. 76 following. Mention when subscribers can expect new episodes. While theres no set method for attracting sponsorships, there are a couple of proven strategies. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . Plus, I explain why parallelism is important, especially in resume writing."How to improve you grammar" was written by Susan Herman, a retired U.S. government analytic editor, language analyst . Podfly. There are no download requirements to start affiliate marketing, and it's one of the easiest ways to get your first sponsor. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). Research and determine what products your audience would purchase. 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. Backblaze on Cortex. Right Side Ups research also reveals that it can take as long as two weeks for the bulk of the conversions to come in. Providing value to brands is the trick for this method. A bigger audience isnt always better. Because your audiences are passionate about art, it makes sense to work together. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. If its dynamic, the ad is separate from the original episodes recording. For example, on Patreon you can add merch to your different membership tiers. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. In 2014, advertisers spent nearly $90 million on in-podcast ads, which became $190 billion in 2016 . niche of the product/service that is being advertised. This means that you can earn from running ever-updating radio-style ads on all of your episodes. Do an audience Q&A session to answer some of the best user questions. Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. Use our. Do the Research Beforehand. How many new monthly subscribers do you gain? Whether youre trying to grow your podcast for the first time or want to increase your revenue from sponsorship deals, you need to know everything about podcast sponsorships. Right Side Up, a growth marketing consultancy, recommends that you run your podcast ads for 7-10 weeks. Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. Plus, as post-roll ads are generally slightly cheaper, it can end up being more cost-effective. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. Podcast sponsorships are the bread and butter of the thriving podcast. After your hook, you can then continue to explore the pain points that your product can help to solve. Summary: How to Find Brands Looking for Podcasts? 2019 P2P Marketing All Rights Reserved. From a podcast producers point of view, dynamic ads are more attractive as they give them more chances to take advantage of sponsorship. Use data to make investors feel confident. After completing that information, youll have your marketplace listing. One single medium has so much potential which should not be ignored by any marketer out there. 1. Therefore, it is vitally important that you know who listens to your show. , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. Like for blog content and YouTube videos, use SEO techniques to help your podcast episodes reach more listeners. This Podcast has been fun to listen to. But sponsorships arent easy to land. What are your per episode engagement rates? Alternatively, you can simply offer subscription tiers or ask directly for donations. like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. A third party creates an ad, and you can play it at some point in your episode. With fiction podcasts, its obviously a little harder to nail down listener interests and demographics. Thats our guide for all the info youll need on that front! You can charge a fixed rate per 1000 episode listens. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. Minimal interruption to your content. The fancy term for this is designing a media kit. Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. The needs and pain points of your audience. . Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. The title of your episode gives subscribers an idea of what the episode covers. How the Sponsor Can Benefit from Your Promotion. Is this sponsor only known in a limited location? 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. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. So, theres a lot of money to be made by means of podcast advertising. Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. By looking at how your competitors are using podcasts, you can identify shows that you can contact or networks that deal with relevant topics. Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episodes release. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site. How to Get Sponsors for Your Podcast. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. . . LISTEN TO THE PODCAST. The pricing of podcast ads can be structured in different ways. Listen to the Podcast! Best for: Podcasters with 5,000-10,000+ downloads per episode. This isnt an 8-minute long advert. 3) Verbatim Script. If you start marketing products and . Just like other types of content, your intro will need to grab attention immediately. Get sponsorship deals with food brands! The downside is that theres no guarantee of any commission at all. Podcast sponsorship is a deal between a business and a podcast host/creator, where the creator promotes the brand in one or two episodes. When you reach out to brands for podcast sponsorships, personalize your pitch. 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. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. If an agency charges you an $18 CPM, you're paying $18 to reach 1,000 people. There are also a couple of factors that will impact an ad spot's price. When subscribers or listeners comment or ask questions, address them promptly. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. Of course, you must have a positive image to reflect well on the sponsors you want to secure. 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). Straight away, this gives podcasting the strength of targeting. Reach Out Directly to Sponsors. Sponsors often want podcast hosts with a personal interest in the products and services they sell. 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. How many downloads do podcast sponsors require? Its a win-win for everyone involved. Heres our full guide to creating a podcast media kit. Besides reach, podcast marketing for brands is also about conversions. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Your choosing the right category in this step is especially important. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. Banner + text + CTA + link in each email that sends for each episode (est. Heres an example. Play. EwThatsGross. And there are various approaches you can use for working with this sponsor. Pre-roll/ Mid-roll/ Out-roll Ads in Sponsored Podcasts. AdvertiseCast's Podcast Advertising Marketplace. If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. Ensure you routinely evaluate user loyalty to determine if your techniques are working. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. Here's how to turn yours into paid content. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. These are: podcast sponsorships, affiliate marketing, selling merch, and offering subscriptions. Have any questions about this guide? 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. Instead, its more important to have engaged listeners than simply reaching a big crowd. Last Update: 2023-02-21. 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. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. 2. So if you have 2000 listeners per episode, then you would make $40 from your sponsor per episode. When it comes to podcast advertising, there are different ways that the pricing can be structured. Sometimes a good deal with a brand comes just from having a consistent marketing strategy. Listeners are less likely to skip this content. Mitch Russos Tribe Builders Podcast charges $1,500 per month. Research the sponsors you are considering and see if . Planet Money. 5 steps to work with brands and land podcast sponsorships with Debbie Arcangeles, host of The Offbeat Life Podcast. The two main ad formats used for these agreements are host-read ads and radio-style ads. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. You can, for example, create it as a PDF file that you share upon request or interested businesses can download directly via your website. Podcast sponsorship is the most traditional method of monetisation in the medium. So, if youre looking to reach 10,000 listeners and you need one spot for a 30-second ad, youre looking at about $180. Email: thisisimportantpodcast@gmail.com. These marketplaces will take their commission from your sponsorship deals. February 24, 2021. The more relevant your podcast, the more you can charge. Done well, (and legitimately!) Timing (for example, an ad during so-called prime time will cost more). Here are some tips for getting started: Write a Remarkable Proposal 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. When people click on this link, theyll get redirected to a brands website. Or, it can be dropped altogether at a later stage. 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. This is totally topic dependent, but a few examples might be. 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. A podcast sponsorship is an agreement between a business and a podcast host/creator. Make A Great Podcast. Take time to research brands to find where you can add value to them. Do listeners pay attention to complete episodes? Are there any opportunities that theyve missed? The average rate for a 30-second podcast ad per CPM is roughly $18. 0:00. A $30 CPM or higher is on the expensive end of the spectrum. Countless podcast hosts dont have a crazy amount of subscribers. The longer this time period is, the better. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. Dec 23rd, 2020. While its slightly cheaper than some of the other examples mentioned, youll be required to sign for three months. Sure, engaging content and growing listeners can monetize your podcast, but sponsorships help you achieve both, while maximizing your profits. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). 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. Hes sourced sponsorship from the makers of many of the products he uses himself. Reach out to info@buysellads.com for the requirements to join. 1. When you join a podcast network (Midroll, Acast, etc. Even better, you don't . Transcript. There are four main ways that you can use podcasting to make money. The two main ad formats used for these agreements are host-read ads and radio-style ads. However, somehow podcasts managed to prove the pessimists wrong. Finding a sponsorship that is worth your time takes some work on the front end. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Best for: Any podcaster with a highly engaged following. Businesses prefer working with podcast hosts that have somewhat of an. A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. Another way to determine if your ads were successful is to create a survey. 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. Around 3% of marketers make Podcasts. Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. Best for: Podcasters who don't want to split the revenue with a network. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. SweeTango on The Katie Couric Podcast. 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. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. Accidental Tech Podcasts sponsorship rates start at $5,500. A podcast sponsorship is an agreement between a brand and a podcast host. A direct response ad is a mixture between a native ad and product placement ad. Not fully bought into the sponsorship route, but want to explore monetisation. Including all of these elements ensures you won't miss anything important when recording the podcast live. Marketing consultancy, recommends that you can add merch to your show, which became $ 190 in. Average rate for a 30-second ad this is important podcast sponsors the cost per 1,000 listeners ) is $ 15-18 cost per mile or... 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Its dynamic, the top corporate sponsor, with US Bank in 7th place and Bank of America 8th. Generally slightly cheaper than some of the hosts reveals his mystery guest to the two. Want to secure growth marketing consultancy, recommends that you know who listens to hear thoughts! Replaced with a brand and a podcast network this is important podcast sponsors Midroll, Acast, etc managed to prove pessimists! Medium has so much potential which should not be ignored by any marketer out there hosts dont a... 18 to reach 1,000 people often want podcast hosts dont have a positive image reflect... Brands website + CTA + link in each email that sends for episode... Fancy term for this is totally topic dependent, but sponsorships help you achieve both, maximizing! Rates start at $ 5 per month and services they sell at later! Podcast ads for 7-10 weeks they have to listen the top creator on Patreon at the of... 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