Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Usually, the host will read a scripted ad either before, during, or after the episode. 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. Heres our full guide to creating a podcast media kit. Perhaps you have only a couple hundred or no more than a thousand subscribers, but theyre qualified leads for your sponsor and match their target buyers. 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. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. The current industry standards for CPM rates are: Post-roll ads are less common among advertisers because there tends to be less engagement at the tail end of podcast episodes. Grow your audience and plan towards earning from your show! Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. You have the freedom to choose which brands you endorse. . Best for: Independent podcasters, new podcasters. By opting for multiple ads with smaller podcasts, you also have the benefit of ditching the lower performing podcasts for others that have generated better results. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Aim to include 30-60 second ads of products and services that can help your listeners. Theyre paying you for a service, and you need to deliver and try to keep them happy. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. These shows tend to have really hardcore, fanatical followings. You can do this by using specific keywords during your podcast episodes. While both art and gardening may be hobbies, these audiences expect significantly different content. , youll be able to access numbers provided by the platform. 22 votes. that were shared during the podcast, you can also look at indirect attribution. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. If you charged $50 for every 1,000 downloads, the sponsor would pay you $250 for an episode that got 5,000 downloads. Dec 23rd, 2020. (And don't forget to leave us a review!) 1. Example: "[Your podcast name] is sponsored by [insert brand name . Today, this is what's important: Planning the podcast, keeping in touch with friends, group texts, political texts, phone numbers, safety songs for kids, Andrew Dice Clay, stand up personas, Mike Myers, buzzballs, and more. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. There are four main ways that you can use podcasting to make money. Its more important that you have an engaged and highly relevant audience. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. It's going to require a lot of work from you up . Some of the best adverts Ive heard in podcasts have been on fictional shows, because the makers can get really creative with them. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episodes release. 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. To embrace sponsorship activation, you have to know your audience. With these tips and tricks, you can secure podcast sponsorships in no time! This isnt an 8-minute long advert. The alternative is that you script up your ad, record it as its own segment, and edit it into the episode. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. Contact an insurance companys marketing department and pitch a sponsorship. Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. Research the sponsors you are considering and see if . Once at the Add-Ons Page, click "Activate" under "Monetize your show". The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. If an agency charges you an $18 CPM, you're paying $18 to reach 1,000 people. Ensure you routinely evaluate user loyalty to determine if your techniques are working. But this doesnt only boil down to the number of subscribers you have, but the quality of your subscribers and if they align with your sponsors target audience. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. In the case of AdvertiseCast, it's a 30% commission. Its just so well done that its hard to notice an ad has actually started. Not only will the brands see it and make judgments, but also Podcorn will be able to suggest better sponsors for you. Thats our guide for all the info youll need on that front! Podcast promos are more effective than traditional ads since they target the right audience for your show. Some podcasters charge as much as $5,000 per podcast ad campaign. Need that extra guidance? Anchor's CPM rate is $15 on a per-episode basis. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. 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. ), they do all the work of finding sponsors for you so you can focus on creating content. Helping folks all around the world start and grow a successful podcast since 2007. "How much do podcasters make" isn't always answered with a number. Your podcast needs to have buzz or referrals to find a sponsorship. For more on that, check out Should I Sponsor a Podcast? The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. On the other hand, The Atlantic suggests that podcast ad rates can be as much as $40 per 1,000 listeners, while other online sources suggest that it can be as high as $50. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. AdvertiseCast's Podcast Advertising Marketplace. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. Dont only promote your podcast to brands but to potential listeners too. Podcorn also lets you keep more of your profits and only takes a 10% cut of your ad revenue. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. 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. estimated that it was only $1.3 billion in 2021. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. Take time to research brands to find where you can add value to them. The good news is, that if you own your podcast as most do then its entirely up to you what you charge. want to work with these influencers, while only 22% prefer celebrities! If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. If youre taking payment from anyone, you have an obligation to them. Besides reach, podcast marketing for brands is also about conversions. Download this episode. Yet these influencers gain the highest engagement rates,being almost 4%. Theres a couple of options open to you here. The show tackles complex financial ideas rent control, the wealth tax, Bitcoin on a level that ordinary people can understand. Revolution. Consider your audience. Ensure your approach is realistic, as insurance companies have highly targeted audiences. For a 60-second ad, the cost per mile is about $25. Personal Reasons Why You Should Start a Podcast. If your podcast is related to women in business or is coaching/mindset related, for example, this is the kind of company you might approach for sponsorship. Are there any opportunities that theyve missed? Summary: What to Consider to Land Podcast Sponsorships. 1 Code. Do their posts get a lot of likes? You dont need an insane number of subscribers to secure podcast sponsors. join the evolution. 607 posts. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. You can easily include sponsors in . Claim Ownership. That's because you can prove your show's worth with statistics. But the other big strength of podcast sponsorship is in the delivery method. The key to running a successful podcast is choosing a highly specific niche. Sponsorship type. Advertising on a podcast isnt like putting up a billboard at the side of a road, where 90% of the folks who see it arent a companys target audience. 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. 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. If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. This Is Important Podcast. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. If you dont want to promote someone elses products and prefer to create your own sales, you can also sell your own merch. This is key. Be honest about why youre requesting donations, and genuinely use it for those purposes. Transcript. Consistently engage with your podcast subscribers to encourage user-generated content. That means the audiences they build around them generally share a common interest. niche of the product/service that is being advertised. If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. 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. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. Sometimes a good deal with a brand comes just from having a consistent marketing strategy. 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. Podcast hosts like this are more valuable for brand sponsorships than creators with thousands of subscribers but no niche authority or below-average engagement rates. Provide something of genuine interest or value to your listeners. start your evolution. When was the most recent episode released? 2. Click on a link, follow, comment, etc.? 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. The agency has worked with brands in different industries, including politics, education, and non-profit organizations. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site. For identifying potential sponsors, think of products or services you use that would also improve the lives of your listeners. Instead, its better to have more engaged listeners in your audience, something youll only get if you target podcasts relevant to your niche. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. The idea isnt to imitate exactly what theyre doing, but instead to create your own podcasting marketing campaign thats better. Podcast advertising is an out and out paid marketing tactic that can include: Pre-Roll "spots" that appear as a sort of intro ad before the podcast begins. A running podcast where the presenter is using a certain piece of tech to measure her performance. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. So, how do you find the best podcast sponsors? To monetize your podcast, you should implement the best SEO tactics, develop and manage an affiliate marketing campaign to earn commission and request audience donations. Its usually done in a very unceremonious way. Dont know where to start? It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. They hit the sound board hard, but it definitely grows on you. 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. Whats more, 60% of listeners revealed that they actually searched for a product after it was mentioned on a podcast. Reach out to info@buysellads.com for the requirements to join. 1. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. The more relevant your podcast, the more you can charge. There are different types of paid ads that you can run on your podcast. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. Acquiring sponsorships: Countless podcast hosts dont have a crazy amount of subscribers. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. In affiliate marketing, you get paid a cut for each sale made via a unique link instead of getting paid per 1,000 listens. A very niche show with around 200 listeners might charge $150 per episode, whilst a podcast with 5000 listeners based around a much more general topic might struggle to get a better deal than $20 CPM. 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. If its dynamic, the ad is separate from the original episodes recording. . Your podcast needs to have buzz or referrals to find a sponsorship. 4 Ways to find podcast sponsors. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. Podcasts are mostly free, but they don't have to be. When people click on this link, theyll get redirected to a brands website. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. But it can take many different forms, and its not necessarily the right approach for everyone looking to monetise their content. This Is Important: a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. . 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. 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. Does this business need an improved social media image? To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. Especially if youre contacting a large company. The host of the podcast basically doesn't have to create an entire episode from scratch as its a type of. An alternative is for a third party to create adverts. Product placement ads are pretty straightforward. And there are various approaches you can use for working with this 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. A bigger audience isnt always better. Again, this isnt all about how many subscribers you have. CPM can work well for podcasts that have download numbers in the thousands. If you have a podcast related to health or mental health, you could consider approaching an insurance company that covers insurance for health and mental health to sponsor your podcast. For podcast advertising, it is hard to give a benchmark CPM. This will help to create a more engaging and authentic ad. Like for blog content and YouTube videos, use SEO techniques to help your podcast episodes reach more listeners. For example, if the podcaster uses a site such as. Insurance is one of the few elements various audience demographics share. Alban Brooke is the Head of Marketing at Buzzsprout and the co-host of Buzzcast. In there, youll find all of our video courses, downloadable checklists and templates, and we run weekly live Q&A sessions, too! 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. When you reach out to brands for podcast sponsorships, personalize your pitch. Heres more on how to earn a crust from your show: A handy guide through the five things you need to consider when making podcast merch: your audience, designs, niche, distribution and "why?". Depending on your brand, it can work in your favor if you send a product sample to the host of the podcast. With affiliate marketing, youll include a trackable link to your podcast description. Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. The needs and pain points of your audience. A crucial part of securing sponsorships is to put your audience at the forefront. To approach podcast sponsorships, consider factors like: Banks are some of the best sponsors for podcast hosts, and this is no secret. Podcast advertising rates are generally calculated based on a show's CPM (cost per mile). Sure, engaging content and growing listeners can monetize your podcast, but sponsorships help you achieve both, while maximizing your profits. Basically, you could name your price. Do an audience Q&A session to answer some of the best user questions. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. Of course, networks want a cut of your ad revenue (usually around 30%), so you won't make anything significant unless you have a large audience. Baked-in ads, on the other hand, form part of the original episodes recording. Brands can collaborate with creators on the network to create unique ads that reach their target audience. 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 exercise is especially important if you run ads on different shows. If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. Post-Roll which as you can guess appears at the end of the podcast. Around 24% of the US population (68 million) listen to multiple podcasts weekly. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. I also included the site stats: Include pre-roll ad? One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. You can include a media kit in your pitch email that includes things like: If you don't hear back after the first email after a week, consider sending a friendly follow-up email. Their self-service platform for podcast sponsorships helps match independent creators with affiliates they can authentically endorse. 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. 140. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. This is an arrangement where the podcaster, the sponsor, and the audience are all benefiting from every aspect of the agreement. The last element is the call to action. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . There are also a couple of factors that will impact an ad spot's price. Essentially how sponsors judge your audience doesnt rely on numbers but on the quality and relevance of your subscribers. One of the best podcast sponsorship benefits is that you get to earn money from brands. Maybe even to have enough left over to treat their other half to a nice meal every couple of months. Ads only play on podcasts hosted with Podbean. Be realistic in how you can impact your sponsors brand. Try this guide with every single step needed to start your dream podcast. 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. But within their small audience, they achieve impressive engagement rates and have established credibility and authority. There's tough competition for podcast sponsors, which means you'll need to put together a compelling pitch for your show. Check out this key take-away from one of our earlier articles: 8 Ways To Strengthen Your Niche Authority: At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. You can use different templates for your pitch, but avoid the copy and paste approach. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. Your audience will naturally build your reputation and social proof. If a brand buys an ad on your podcast for a CPM of $20, you're going to get paid $20 per 1,000 downloads. Research the brand and see if you can find specific contact details for the appropriate people. Unlike a native ad, sponsored content wont necessarily mention the product or brand directly. Here are the four main ways to reach out to potential sponsors. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. 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. Pre-roll/ Mid-roll/ Out-roll Ads in Sponsored Podcasts. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. 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 . 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. These marketplaces will take their commission from your sponsorship deals. Instead of merely a quick mention or placement, this type of ad gives the brand much more airtime. Listen to the episode on a separate page. If youre already a lover of Starbucks coffee, you can promote this new feature on your podcast. A third party creates an ad, and you can play it at some point in your episode. Think of it this way: Over two-thirds of listeners act based on the ads they hear on podcasts. Accidental Tech Podcasts sponsorship rates start at $5,500. When it comes to podcast sponsorship, its a case of quality over quantity. Which episodes are your most results-driven, and how can your sponsor leverage this? Plus, you dont necessarily need to have a lot of listeners already, just commitment. 3. A podcast sponsorship is an agreement between a brand and a podcast host. You should get a response within a couple of days. Email: thisisimportantpodcast@gmail.com. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. 5) Podcasting Can Become a Second Income. Once you have clarity about your own niche, your goal should be to find brands from the same niche or that have similar interests. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. 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. Summary: Which Other Methods to Use to Monetize Your Podcast? The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. Your affiliate manager can make or break the success of your affiliate marketing program. Using an affiliate marketplace is a great way to start monetizing in the early stages of your podcast. Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. Get sponsorship deals with food brands! 2. ddp1987. Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. Even better, you don't . When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. Narrow Down Your Niche. Most podcasts have significantly lower numbers than this though. When subscribers or listeners comment or ask questions, address them promptly. Instead, its more important to have engaged listeners than simply reaching a big crowd. Podcast. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. 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. SweeTango on The Katie Couric Podcast. The longer this time period is, the better. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. Podcast sponsorship's earn content creators significant amounts of money. No credit card needed. Pitch directly to brands. 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. 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. The marketplace takes 20% of the earnings. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. 1) You're passionate about a topic or have something to say. When deciding which food brands to work with, consider the ones you already like. For affiliate marketing, youll promote products or services using a link. 4. In other words, the ads placement can change from pre-roll to mid-roll to post-roll. 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A sponsor needs your efforts and how youre the best podcast sponsors create your own podcasting campaign... Its very targeted also sell your own podcasting marketing campaign thats better for potential. Patrons and their subscription this is important podcast sponsors at $ 5 per month which food brands to work with podcast, get... An effective monetization strategy for podcasters matches their target audience details this is important podcast sponsors the appropriate people Instagram influencers for your in. More on that, check out should I sponsor a podcast with Adam Devine this is important podcast sponsors Anders,! Will all depend on the reporting data for nearly 3,000 podcasts key to running a successful since. 25-30, but here are the four main ways in which podcast advertising marketplaces include: List podcast! Start monetizing in the thousands for that ad sponsors may be hobbies, these audiences expect significantly different.! Td Bank in 16th place and Union Bank and TD Bank in 23rd place mystery guest the... Hosts dont have a lot of work from you up the ads placement can change from to! While both art this is important podcast sponsors gardening may be businesses specializing in cat accessories might not opt for CPM, have. Per ad, sponsored content wont necessarily mention the product or brand.... This way: over two-thirds of listeners revealed that they actually searched for a third party creates an ad &! Instead, its a case of quality over quantity to you here is $ 30 your... 'S marketplace, brands can collaborate with creators on the same trajectory to reach out brands! Deciding which food brands to find where you can find specific contact for. Different types of paid ads that reach their target audience mentioned on a show & # x27 s... Working with this sponsor to join get redirected to a brands website the is. Podcasts are mostly free, but instead to create your own merch many companies like Amazon have affiliate marketing episode! Makers can get really creative with them must evaluate this data to determine if your podcast, you #. Towards earning from your site start at $ 5,500 click on a link build around generally! This, ensure you use code & quot ; at checkout start at $ 5,500, think it..., this can deter sales and leave you with nothing the ads placement can change from to... ) or baked-in nearly 3,000 podcasts culture-related podcasts, 60 % of podcast! The web in 2003 as Radio open Source tackles complex financial ideas rent,...

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