The most effective way is for the host to talk about the product or service. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. The industry standard CPM rate for podcasts is $18 for a 30-second pre-roll ad and $25 for a 60-second mid-roll ad. 3) You Can Create Long Form Content. Also, post-roll ads are generally the least attractive as you run the risk that many listeners wont listen to the very end. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Have I worked to build trust with my audience? Firstly, their ads will never be swapped out for another brands ad. Accidental Tech Podcasts sponsorship rates start at $5,500. 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. 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. The two main ad formats used for these agreements are host-read ads and radio-style ads. Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. On the other hand, baked-in ads form part of the original episodes recording. Brand Awareness through Sponsored Podcasts. 1. A direct response ad is a mixture between a native ad and product placement ad. Instead, its better to have more engaged listeners in your audience, something youll only get if you target podcasts relevant to your niche. You should get a response within a couple of days. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. Where are your listeners located geographically? This is an easy-to-read breakdown of: . Things like trade magazines and blogs can be very niche and targeted, for example. Bombas VP of Marketing, Kate Huyett, has shared that "in a given week, about 50-60% of our new customers are coming from paid [channels] and podcasting has ranged from 15% to 40% of that. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. This Podcast has been fun to listen to. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. SweeTango on The Katie Couric Podcast. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. From food and supplements to gym equipment. You cant deliver the same value for all sponsors you reach out to either. How many downloads do you get on average? What if they begin to question whether your latest episode was only released because you were getting paid to run an ad? 2. Here are some tips for getting started: Write a Remarkable Proposal Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. There are three ways to calculate your rate, and these include: On average, the CPM for a 30-second ad is $18. Not only should you research what your competitors are doing, but also the podcasters that you consider using. A smaller audience doesnt make it any less valuable though. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. This isnt an 8-minute long advert. 140. Give shout outs to new members. These marketplaces earn a commission on any ad sales they help generate. However, there may be requirements, and your earning potential relies on the size of your audience. this is an excellent example of where listeners are being pointed to. And theyre not alone, as businesses have invested about, How much you make from a podcast sponsorship depends on various factors (w. are two main formats you can choose for sponsored ads in your podcast: Organically tell your audience about how the product benefits you. This site sells ad spots to brands across multiple channels, including host-read podcast ads. Your subscribers would have found more value in sponsored ads promoting one-of-a-kind paint brushes rather than an expert book on how to turn gardening into a side hustle. 22 votes. 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! One of the best podcast sponsorship benefits is that you get to earn money from brands. Here are our top 5 tips on landing your first sponsorship deal. Use data to make investors feel confident. More fans than youd think would be willing to donate. For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. This lets you focus completely on your episode topic. This is key. Listeners can fast-forward as soon as they hear the change in cadence or background sound. Summary: Which Other Methods to Use to Monetize Your Podcast? A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). Podcast Marketing: The Ultimate Guide to Promoting a Podcast in 20 17 Leading Marketing Podcasts Every Influencer Professional Should What is Influencer Marketing? other podcast monetisation avenues are available. 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. Therefore, it is vitally important that you know who listens to your show. Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. Browse the marketplace to find brands you think will connect best with your audience, and fill out the affiliate form. Here, youll talk about a product or service during the recording of your episode. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. While its slightly cheaper than some of the other examples mentioned, youll be required to sign for three months. 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. And once you do, use the top SEO tactics and develop an affiliate marketing campaign to monetize your earnings. Verified. The brand's products/services will be promoted at some point in the creator's podcast episode. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. estimated that it was only $1.3 billion in 2021. The downside is that theres no guarantee of any commission at all. Sponsors often want podcast hosts with a personal interest in the products and services they sell. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. 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). 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). If 200 people listen to your podcast, you could potentially net $500 for a single product mention compared to $4 with a CPM rate of $20. Sponsor message. Your audience will naturally build your reputation and social proof. Get sponsorship deals with food brands! Shop Courses Episodes About Home Events Blog. Today, that number is nearly 40% with 24% of . With affiliate marketing, youll include a trackable link to your podcast description. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. How to Get Sponsors for Your Podcast. And your podcast is no exception. Here, you run ads in the same manner as above. 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. I also included the site stats: and frustrated. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. To join any of the best podcast advertising marketplaces, submit your podcast and provide details on your audience and podcast. 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. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. Sometimes a good deal with a brand comes just from having a consistent marketing strategy. 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. Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. Your podcast niche is art. The more relevant your podcast, the more you can charge. 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. Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. Your podcast needs to have buzz or referrals to find a sponsorship. You dont need to think or worry about doing your ad reads during the recording session. 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. Some of the top podcast directories include: Youre not limited to how many podcast directories you can join. 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. The idea isnt to imitate exactly what theyre doing, but instead to create your own podcasting marketing campaign thats better. Podcast sponsors always look for high-quality shows working in profitable niches. Mention when subscribers can expect new episodes. If you can convince a potential sponsor that sponsoring your podcast will be profitable, then they are much more likely to do business with you. For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. To put this into perspective. How much do podcasters make on sponsors? 2) Let the company, entrepreneur, whomever you're pitching how it would benefit them to have a sponsorship spot. How many new monthly subscribers do you gain? Mitch Russos Tribe Builders Podcast charges $1,500 per month. Another way to determine if your ads were successful is to create a survey. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. Do the Research Beforehand. But if your audience is in the low hundreds, youll likely be better off seeking out your ideal sponsor and attempting to negotiate a deal with them directly. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. Revolution. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. We offer live coaching & directed courses inside our Academy. . 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. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. If you dont want to promote someone elses products and prefer to create your own sales, you can also sell your own merch. Transcript. According to statistics shared by SEMrush, nearly 20% of people are much more likely to consider supporting a brand if its advertised on their favorite podcast. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. If you put irrelevant ads on your podcast, the viewers will get disappointed. 2. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. 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. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. Show Guesting. When you work with sponsors that share your values and target audience characteristics, you can offer value to your subscribers through sponsored ads. So, theres a lot of money to be made by means of podcast advertising. Its a win-win for everyone involved. To do this, they can use different types of ads. This Is Important Podcast. 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 example, if the podcaster uses a site such as. Its much harder to do this in the written word, where blog posts are Googled and skimmed for the one piece of info the reader wanted. We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products. Your podcast description should connect to your target audience and prove what makes your podcast unique. Like banks, insurance companies often have specific categories of brands they sponsor. 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. 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. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Because your audiences are passionate about art, it makes sense to work together. If its dynamic, the ad is separate from the original episodes recording. For a 25-second pre-roll ad spot, they reveal that youll pay about $15 CPM. How Do I Create a Good Podcast Advert or Sponsorship Slot? 2 passive and 2 active. An argument for this could be that any baked in ads you ran 100 episodes ago, or 5 years ago, are still being played in your back catalogue, but youre no longer earning from them. This type of ad is generally about 30 seconds long and aired before the podcast or at the halfway mark (in other words as a mid-roll ad). It's calculated by dividing cost by impressions, then multiplying that number by 1000. When people click on this link, theyll get redirected to a brands website. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. You can reach out directly to brands for podcast sponsorships. Do their posts get a lot of likes? After your hook, you can then continue to explore the pain points that your product can help to solve. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. Providing value to brands is the trick for this method. It can be CPM, value-based, or affiliate. "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. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. This refers to the number of sales or sign ups they get as a result of the ad. 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. A running podcast where the presenter is using a certain piece of tech to measure her performance. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. Last Update: 2023-02-21. To embrace sponsorship activation, you have to know your audience. Instead of merely a quick mention or placement, this type of ad gives the brand much more airtime. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). A good start is to find out what your audience loves. For one podcaster, the thought of covering their web and hosting costs is enough. Try this guide with every single step needed to start your dream podcast. 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. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. Ep 123: She's Not A Naked Grandma, She's My Mother 2023-02-21. That's because you can prove your show's worth with statistics. . The host of the podcast basically doesn't have to create an entire episode from scratch as its a type of. Example: "[Your podcast name] is sponsored by [insert brand name . How can the sponsor benefit from your promotion. For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. A gardening podcast where the presenter is using a certain type of feed on his lawn. Post-Roll which as you can guess appears at the end of the podcast. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. If your ad isnt memorable enough, it doesnt matter how many heard it. Niche. Source: Pete McPherson DYEB. Around 24% of the US population (68 million) listen to multiple podcasts weekly. 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! 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. Looking to level up your podcast? In other words, the ads placement can change from pre-roll to mid-roll to post-roll. The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. 4. After all, how can a medium without any visuals manage to attract and maintain peoples attention in this day and age? want to work with these influencers, while only 22% prefer celebrities! One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. Up until now, if your podcast has been a hobby, you mightve been able to miss the odd week if you were too busy, or just didnt feel like hitting record. How many listeners download your episodes? The needs and pain points of your audience. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. Micro influencers have no more than 20k followers. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . @podimportant. Some media hosts and agencies can set you up to run dynamic ads on your podcast. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. What to Know Before You Approach a Potential Sponsor. 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. Here, well take a look at the various ways podcast sponsorship can work. This exercise is especially important if you run ads on different shows. Podcasts are mostly free, but they don't have to be. In there, youll find all of our video courses, downloadable checklists and templates, and we run weekly live Q&A sessions, too! You basically lost that one shot that you had. Of course, you must have a positive image to reflect well on the sponsors you want to secure. A deck is basically like a brochure you can send to prospective sponsors. Your choosing the right category in this step is especially important. And by joining multiple, you can expose your brand to a much wider audience. Figure out why a brand should want to advertise on your podcast. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. Without the right audience, they cant achieve this through sponsorship. Those subscribers are as good as nothing. 0:00. Once at the Add-Ons Page, click "Activate" under "Monetize your show". Brands can collaborate with creators on the network to create unique ads that reach their target audience. What can you offer brands? The last element is the call to action. Consider your audience. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . 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. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. In this case, you stand more of a chance with the lower numbers because they have a higher chance of converting and referring your sponsor to other qualified buyers. Thank people for listening at the end of your episode. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. Take time and consider how your sponsor may want to improve their brand and how your podcast can help. Its a win-win for everyone involved. Instead, the host of the podcast will mention which brand has sponsored that specific episode. Some of the best adverts Ive heard in podcasts have been on fictional shows, because the makers can get really creative with them. You have the freedom to choose which brands you endorse. Done well, (and legitimately!) Hes sourced sponsorship from the makers of many of the products he uses himself. Or, it can be dropped altogether at a later stage. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. From a brands point of view, baked-in ads are better. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. These shows tend to have really hardcore, fanatical followings. As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. Click on a link, follow, comment, etc.? As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. One single medium has so much potential which should not be ignored by any marketer out there. An advert might appear at the very beginning of an episode, the very end, or somewhere in between. Best for: Independent podcasters, new podcasters. These marketplaces will take their commission from your sponsorship deals. Take this all into consideration before deciding for certain that you want to go down the sponsorship route. 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. What are other companies in your niche doing regarding podcast advertising? No more than a month shouldve passed between two episodes, unless theyre taking a season break. 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. There are many methods you can use to find the best podcast sponsors. 2) Podcasting Is an Easy Platform to Create Content. Youve slowly built up a level of trust with them. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. Even better, you don't . A verbatim script is just that. Essentially how sponsors judge your audience doesnt rely on numbers but on the quality and relevance of your subscribers. Podcast sponsorship is the most traditional method of monetisation in the medium. Can be more difficult for the inexperienced presenter to get right first time. , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. 135k Followers, 76 Following, 607 Posts - See Instagram photos and videos from This Is Important Podcast (@podimportant) podimportant. Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. Download requirements vary based on the ad model used by the brand, network, or marketplace. Use keywords on this page to make it easier for targeted users to find your podcast. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. Use our. Be honest about why youre requesting donations, and genuinely use it for those purposes. You cant deliver the same manner as above run dynamic ads 40 % with 24 %.! 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