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). This type of ad although delivered by you can still be seen as an interruption by some of your listeners. Sponsors often want podcast hosts with a personal interest in the products and services they sell. There are several more banks on this list. 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. , with US Bank in 7th place and Bank of America in 8th. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. Niche. 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. Your podcast hosting server will allow you to create a page to showcase your podcast. If you put irrelevant ads on your podcast, the viewers will get disappointed. 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. 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. You can do this by using specific keywords during your podcast episodes. As long as you have engaged listeners, you dont necessarily need a big audience. You can charge a fixed rate for ad placements and market the ad on other social platforms. Do their posts get a lot of likes? Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. Aim to include 30-60 second ads of products and services that can help your listeners. Include pre-roll ad? Here, you run ads in the same manner as above. want to work with these influencers, while only 22% prefer celebrities! Here, youll talk about a product or service during the recording of your episode. Affiliate marketing is booming. If you have a large following and its unrealistic to do this, give shout outs to your most loyal listeners and authority figures. Podcast sponsorship is the most traditional method of monetisation in the medium. 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. Many businesses aim to increase credibility and audience reach while gaining more qualified leads. A bigger audience isnt always better. And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! 1) You're passionate about a topic or have something to say. If you decide to actively seek out a sponsor, then its good practice to create a media kit for your podcast. 1. For another, it could be an important income stream in their business, where they're actually paying a team of freelancers and assistants to work on their show. So, theres a lot of money to be made by means of podcast advertising. From the different types of ads to average ad rates, heres the most important information you need to get started. What to Know Before You Approach a Potential Sponsor. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. Not fully bought into the sponsorship route, but want to explore monetisation. Best for: Podcasters with 10,000+ listeners. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. In fact, the opposite can be true, the more hyper-targeted it is. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. 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. Does this business need an improved social media image? Providing value to brands is the trick for this method. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. How much do you think you could charge for an ad slot on that show? Are there any opportunities that theyve missed? You can reach out directly to brands for podcast sponsorships. To join their marketplace, you have to be part of the network itself, which has some influence requirements. The brand's products/services will be promoted at some point in the creator's podcast episode. Another model of podcast sponsorship is the affiliate commission route. Email: thisisimportantpodcast@gmail.com. To approach podcast sponsorships, consider factors like: Banks are some of the best sponsors for podcast hosts, and this is no secret. This Is Important 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. The average rate for a 60-second podcast ad per CPM is roughly $25. An advert might appear at the very beginning of an episode, the very end, or somewhere in between. Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. Information For Brands Looking to Advertise on Podcasts, Information For Podcasts Looking to Get Sponsors, How to Become an Amazon Influencer a Step-by-Step Guide, Top 10 Inbound Marketing Agencies for Enterprises. 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. 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. Like banks, insurance companies often have specific categories of brands they sponsor. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. Best for: Podcasters who don't want to split the revenue with a network. that were shared during the podcast, you can also look at indirect attribution. 607 posts. 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. (And don't forget to leave us a review!) 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. It's possible that agencies charge $30+ for popular, highly-produced shows. Additionally, you have a duty to your audience. June 18, 2019. Looking to level up your podcast? Network with brands or small businesses and pitch your idea to . While theres no set method for attracting sponsorships, there are a couple of proven strategies. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. Its a win-win for everyone involved. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. Podcast. Narrow Down Your Niche. 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. Summary: What to Consider to Land Podcast Sponsorships. This Is Important: a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Businesses prefer working with podcast hosts that have somewhat of an online reputation. browse the shop. 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. This is an easy-to-read breakdown of: . Whats more, 60% of listeners revealed that they actually searched for a product after it was mentioned on a podcast. How many ads per episode? Some sponsorships will not be available in all countries, either. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. Reach Out Directly to Sponsors. From a brands point of view, baked-in ads are better. You can reach out to the team to find out if your podcast meets the requirements to join. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. This Podcast has been fun to listen to. Episodes. 4 Ways to find podcast sponsors. Just like people have different motivations for podcasting, they also have different motivations for monetising their content. The needs and pain points of your audience. There are many methods you can use to find the best podcast sponsors. The longer this time period is, the better. Accidental Tech Podcasts sponsorship rates start at $5,500. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. This is totally topic dependent, but a few examples might be. That doesnt necessarily mean someone will be willing to pay it. 140. A . Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. 22 votes. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. When you reach out to brands for podcast sponsorships, personalize your pitch. There are three ways to calculate your rate, and these include: On average, the CPM for a 30-second ad is $18. You can also use in-person and online promotion tactics to promote your podcast to a centralized group. We offer live coaching & directed courses inside our Academy. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. On the other hand, baked-in ads form part of the original episodes recording. Helping folks all around the world start and grow a successful podcast since 2007. Acast is a podcast network and ad marketplace. The value of sponsored content is that it can help to boost brand recognition. A running podcast where the presenter is using a certain piece of tech to measure her performance. A good start is to find out what your audience loves. 5. Best for: Any podcaster; best option for those with a small audience. How can they benefit from your audience and your podcast? You may not have a ton of listeners, but brands will take notice if you have a few hundred of the right kind. When podcast sponsorships work best, you should be genuinely excited about sharing your sponsors with your audience, because you know their products will benefit your listeners. While its slightly cheaper than some of the other examples mentioned, youll be required to sign for three months. Why should you even pursue sponsors, though? 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. Things change the minute theres money involved. Your affiliate manager can make or break the success of your affiliate marketing program. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. My experience has been that it is common for hosts to guess about their audience. Most podcasts that succeed focus on a certain topic or niche. 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. The CPM model allows podcasters to earn $ 15-30 for 1000 downloads. Therefore, it is vitally important that you know who listens to your show. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. 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. "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. When you work with sponsors that share your values and target audience characteristics, you can offer value to your subscribers through sponsored ads. 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. Commonly, podcasts deliver ads in one of two ways. Get rid of the sound board and this would be a 5* podcast. Reach out to the brands marketing department and pitch your podcast. , while the brand gets the chance to increase brand awareness and trust. Podcast listeners consume an average of seven different shows per week. Instead, its more important to have engaged listeners than simply reaching a big crowd. 6. 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. You can do the ad during your recording, or you can record and mix one separately and stitch it into the finished episode. And by joining multiple, you can expose your brand to a much wider audience. Here are some ad marketplaces to consider. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. Take this all into consideration before deciding for certain that you want to go down the sponsorship route. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. In 2014, advertisers spent nearly $90 million on in-podcast ads, which became $190 billion in 2016 . Its a win-win for everyone involved. Listen to the Podcast! Here are a few ways you can optimize your chances of success. Personalize your pitch when you contact them, and share your mission, vision, and sponsorship goals. How do your listeners and subscribers find your podcast? One of the most prominent sponsors of The Armchair Expert is Chrysler. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. Follow. 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. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. 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. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. 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. You can easily include sponsors in . In addition to mentioning your niche, youll need to have accurate numbers at hand. An alternative is for a third party to create adverts. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. More fans than youd think would be willing to donate. Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. 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 . Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. Podcast sponsors help you turn a hobby into an income-generating business. Podcast sponsors always look for high-quality shows working in profitable niches. Well also cover how to reach out to potential sponsors should you decide that it sounds like a good fit. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) Verified. When it comes to podcast sponsorship, its a case of quality over quantity. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. Retailers are also a much safer option as they seldom decline targeted exposure. Here, well take a look at the various ways podcast sponsorship can work. A third party creates an ad, and you can play it at some point in your episode. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. Each CPM refers to 1,000 listeners/impressions. 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. This refers to the number of sales or sign ups they get as a result of the ad. Which episodes are your most results-driven, and how can your sponsor leverage this? It's calculated by dividing cost by impressions, then multiplying that number by 1000. Summary: How to Find Brands Looking for Podcasts? 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. Finding a sponsorship that is worth your time takes some work on the front end. When done well, these are really just another aspect of your content offering and can blend in seamlessly. Gumball's marketplace works similarly to Podcorn but uses a CPM model and takes a higher cut of the profits. 1. If the podcast is released in seasons, its typically mentioned in the title or shownotes. Popular brands like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. It can be CPM, value-based, or affiliate. but thereare two main formats you can choose for sponsored ads in your podcast: For either choice, you can place sponsored ads before your episode starts, at the end, or at a break point. The pricing of podcast ads can be structured in different ways. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. Post-roll is the least optimal position for an ad, but its also the cheapest. Podcast sponsors aren't going to work with just any podcast host. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. 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. You dont need to think or worry about doing your ad reads during the recording session. Most hosts take commission. Around 3% of marketers make Podcasts. I also mentioned dedicated website sections, host recommendations, and coupon codes. . If youre interested in selling products, becoming an Amazon influencer can be a good Inbound marketing is a crucial component of any successful enterprise-level digital Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. Podcasts are versatile, enlightening and overpowering. , youll include a trackable link to your podcast description. Pitch directly to brands. Provide something of genuine interest or value to your listeners. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. To calculate your rate for podcast sponsorships, there are three ways you can do this. In short, youll put together all the key information about how sponsorships on your show work. Most podcast monetization features come with a cost. Example: "[Your podcast name] is sponsored by [insert brand name . These include ad length, size of the podcast audience, niche, and timing. Marketing program on that show fantastic podcast sponsorships audience loves excellent example of where listeners are being to! Of America in 8th necessarily need a big audience Potential sponsors should you decide actively. Brands Looking for podcasts is $ 18 for a third party to create adverts are ways... Quality over quantity placements and market the ad when you contact them and. Discuss the product or service during the podcast audience, niche, youll be able to access numbers by. 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