You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . Though, just keep in mind that once you go down this path, youll need to stick to a schedule. Here's how to turn yours into paid content. Verified. 0:00. 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. We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products. 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. A crucial part of securing sponsorships is to put your audience at the forefront. 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. 917. That's why it's important to lay the right foundation and use the following best practices. This means that they will be part of the show forever and cant be replaced or deleted altogether at a later stage. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. Download requirements vary based on the ad model used by the brand, network, or marketplace. Your audience turns up to hear you, after all. Be realistic in how you can impact your sponsors brand. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). Follow. 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. Your audience will naturally build your reputation and social proof. 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. Its a win-win for everyone involved. Heres an example. For a 60-second ad, the cost per mile is about $25. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. But it may take several messages to catch the right peoples attention. Maybe even to have enough left over to treat their other half to a nice meal every couple of months. A deck is basically like a brochure you can send to prospective sponsors. And by joining multiple, you can expose your brand to a much wider audience. You have the freedom to choose which brands you endorse. . 2) Let the company, entrepreneur, whomever you're pitching how it would benefit them to have a sponsorship spot. This seems like an intuitive no-brainer, but it has to be mentioned off-top. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. On the other hand, baked-in ads form part of the original episodes recording. Post-Roll which as you can guess appears at the end of the podcast. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. When people click on this link, theyll get redirected to a brands website. This isnt just relevant to folks seeking a podcast sponsor, but podcasters in general. If you pick the latter approach, you can, for example, try Midroll. AdvertiseCast's Podcast Advertising Marketplace. It is important to note here that if you already have a personal website, you don't need to create a whole new website for your podcast. To put this into perspective. With affiliate marketing, youll include a trackable link to your podcast description. This means that its easier for them to earn ongoing ad revenue. This is Important. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. , while the brand gets the chance to increase brand awareness and trust. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. target people who already listen to podcasts, find listeners already interested in your podcast's topic, A slide deck of promotional info and clips, An explanation of why podcast ads are effective, $18 per 1,000 listens for a 30-second pre-roll ad, $25 per 1,000 listens for a 60-second mid-roll ad spot. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. Not only will the brands see it and make judgments, but also Podcorn will be able to suggest better sponsors for you. This Is Important: a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Category: Comedy. This is an easy-to-read breakdown of: . Heres our full guide to creating a podcast media kit. In 2020 over 155 million people listen to a podcast every week. If youre a brand, youll be glad to know that its effective. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. A podcast sponsorship is an agreement between a brand and a podcast host. There's tough competition for podcast sponsors, which means you'll need to put together a compelling pitch for your show. Post-roll is the least optimal position for an ad, but its also the cheapest. Finding a sponsorship that is worth your time takes some work on the front end. A good start is to find out what your audience loves. Is this sponsor only known in a limited location? These marketplaces earn a commission on any ad sales they help generate. Use our. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. 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. , with US Bank in 7th place and Bank of America in 8th. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. These slots are known as: Mid-roll is the most desired spot (and thus, the most expensive). Here are our top 5 tips on landing your first sponsorship deal. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. Tip: To see if this model is profitable for you, assume 1% of your listeners act on your ad at a commission rate of 15% of a $50 product or service. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model. The good news is, that if you own your podcast as most do then its entirely up to you what you charge. Dont know where to start? 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. 22 votes. Businesses prefer working with podcast hosts that have somewhat of an. Source: Pete McPherson DYEB. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. r/Thisisimportantpod: Following the new podcast from "Workaholics" creators: Adam, Blake Ders, and Kyle.allegedly Press J to jump to the feed. Commonly, podcasts deliver ads in one of two ways. It can also be removed altogether at a later stage. When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. Secondly, it can be more authentic. With fiction podcasts, its obviously a little harder to nail down listener interests and demographics. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. 5. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. You can do the ad during your recording, or you can record and mix one separately and stitch it into the finished episode. The pricing of podcast ads can be structured in different ways. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. Do the Research Beforehand. Instead, the host of the podcast will mention which brand has sponsored that specific episode. For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. A smaller audience doesnt make it any less valuable though. 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. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. The reason for this is that its simply riskier to pay significantly more for one ad even though it will reach a much bigger audience. . For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Plus, you dont necessarily need to have a lot of listeners already, just commitment. Its called The Model Health Show. 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). Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. You dont need an insane number of subscribers to secure podcast sponsors. You can charge a fixed rate per 1000 episode listens. But this wouldnt work if your sponsor specializes in all-things gardening. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. That's because you can prove your show's worth with statistics. The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. Hes sourced sponsorship from the makers of many of the products he uses himself. Alternatively, you can simply offer subscription tiers or ask directly for donations. 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. Step 2 is choosing your category and country. How many downloads do you get on average? A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. Check out our post on affiliates for podcasters where you can choose sponsors, based on your content, your audience, and which ones are a good fit for both. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. Remember, brands have podcast sponsorship goals. Backblaze on Cortex. How many audience members take your desired actions? Listen to the Podcast! So, theres a lot of money to be made by means of podcast advertising. Usually, the host will read a scripted ad either before, during, or after the episode. Podcast. Find Podcast Sponsors That Align with You; Know Your Audience. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. Firstly, their ads will never be swapped out for another brands ad. Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. You are here: Whether youre a brand or podcaster, you can use these as average ad rates as guidelines. Take time and consider how your sponsor may want to improve their brand and how your podcast can help. Listeners are less likely to skip this content. Most hosts take commission. this is an excellent example of where listeners are being pointed to. There are also a couple of factors that will impact an ad spot's price. 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. CPM or Cost Per Mille ( mille is the Latin word for thousand.) (And don't forget to leave us a review!) If the podcast is released in seasons, its typically mentioned in the title or shownotes. There are different types of paid ads that you can run on your podcast. In exchange for giving the brand exposure, you earn money! 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. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. You can use this resource, either as a template for your own pitch, or you can just link them to it directly. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. Initially, youll find that youll need to put in more work to get sponsors, but as your podcast becomes more popular it will become less work and brands will start to reach out to you directly. The better your podcast, the greater your leverage when it comes to negotiating with your potential sponsor. Do I consistently get at least 200 downloads per episode? Figure out why a brand should want to advertise on your podcast. What if they begin to question whether your latest episode was only released because you were getting paid to run an ad? Podcast sponsorship is a deal between a business and a podcast host/creator, where the creator promotes the brand in one or two episodes. Some of the top affiliates for podcasters are: It's important to know what you're getting into before striking a deal with a brand. Unless you have a golfing, tennis, swimming, or football hobby, youre better off with brands more suited to you. 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. When you join a podcast network (Midroll, Acast, etc. Do they regularly engage with them? For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? Of course, you must have a positive image to reflect well on the sponsors you want to secure. In addition to tracking unique promo codes that were shared during the podcast, you can also look at indirect attribution. Plus, as post-roll ads are generally slightly cheaper, it can end up being more cost-effective. The scripts are often read by the podcast host which means that theres better continuity and the ad will feel more part of the podcast. Research the brand and see if you can find specific contact details for the appropriate people. When deciding which food brands to work with, consider the ones you already like. 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. This means that you can earn from running ever-updating radio-style ads on all of your episodes. You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. For more on that, check out Should I Sponsor a Podcast? But, many podcasts have much smaller audiences than that. However, it is not profitable to seek a sponsorship deal unless you consistently have at least 200 downloads per episode. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. Banks are some of the best sponsors for podcast hosts, and this is no secret. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. This . 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. Also, post-roll ads are generally the least attractive as you run the risk that many listeners wont listen to the very end. How to Get Sponsors for Your Podcast. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. 2. You should get a response within a couple of days. Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. How many monthly subscribers do you lose? If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. Example: "[Your podcast name] is sponsored by [insert brand name . Run a trial run to understand if your audience is interested in the products from the affiliate program. At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. 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. These include ad length, size of the podcast audience, niche, and timing. Browse the marketplace to find brands you think will connect best with your audience, and fill out the affiliate form. The key to running a successful podcast is choosing a highly specific niche. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. In other words, the ads placement can change from pre-roll to mid-roll to post-roll. Your affiliate manager can make or break the success of your affiliate marketing program. Typically, these services will look for a certain level of downloads too. Podcast hosts can set a fixed-rate, where they charge a standard rate for ad placements. Providing value to brands is the trick for this method. This refers to the number of sales or sign ups they get as a result of the ad. Podfly. This perspective isnt all correct. Countless podcast hosts dont have a crazy amount of subscribers. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. In affiliate marketing, you get paid a cut for each sale made via a unique link instead of getting paid per 1,000 listens. And theyre not alone, as businesses have invested about $2 billion in podcast advertising in 2023! Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. Listen to the episode on a separate page. 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). Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. 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. Many podcast hosts do this and earn money to reinvest into their podcasts. Step 3 is your posting frequency. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. Its best to define a niche and stick to it. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. Straight away, this gives podcasting the strength of targeting. Businesses prefer working with podcast hosts that have somewhat of an online reputation. Have attracted and engaged you for some time. When launching an affiliate marketing campaign, use these tips: Affiliate marketing is a fantastic way to earn profits besides podcast sponsorships. For podcast advertising, it is hard to give a benchmark CPM. 3. Acquiring sponsorships: Thats our guide for all the info youll need on that front! You can do this by using specific keywords during your podcast episodes. 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. On which podcasts do they advertise? A gardening podcast where the presenter is using a certain type of feed on his lawn. Your podcast needs to have buzz or referrals to find a sponsorship. 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. How can the sponsor benefit from your promotion. 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. Email: thisisimportantpodcast@gmail.com. It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. The two main ad formats used for these agreements are host-read ads and radio-style ads. How the Sponsor Can Benefit from Your Promotion. , social media marketing, etc, you should remember to track your progress to work out the ROI. 6. 3 important things you need to know about podcast monetization 1. If you start marketing products and . Whats more, 60% of listeners revealed that they actually searched for a product after it was mentioned on a podcast. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. In fact, the opposite can be true, the more hyper-targeted it is. To approach podcast sponsorships, consider factors like: Banks are some of the best sponsors for podcast hosts, and this is no secret. Some ad models don't work unless you have an audience of thousands, and others can work if you only have a couple hundred engaged listeners. For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. 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. Most podcasts have significantly lower numbers than this though. Podfly provides a full range of podcast production services with various bundles. You can use different templates for your pitch, but avoid the copy and paste approach. More sponsors prefer working with this format. Do their posts get a lot of likes? Its also better to opt for a number of podcast ads on podcasts with a smaller audience reach than to run just one ad on a podcast with a big audience. As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. Theyll tend to mention why they recommend it, some examples about how they themselves use it, how they benefit from it, and why the listener would too. How Do I Create a Good Podcast Advert or Sponsorship Slot? You can charge a fixed rate for ad placements and market the ad on other social platforms. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. Get rid of the sound board and this would be a 5* podcast. 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