When it comes to podcast advertising, there are different ways that the pricing can be structured. This means that you can earn from running ever-updating radio-style ads on all of your episodes. Play. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. Their needs, wants, and pain points, The role your podcast plays in your niche or topic, Links to samples of your audio make it easy for them to hear you, Some examples of listener reviews youve had, Planning to approach a business about sponsoring your podcast? Get rid of the sound board and this would be a 5* podcast. Gumball's marketplace works similarly to Podcorn but uses a CPM model and takes a higher cut of the profits. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. Podcasters read the ads themselves and place them wherever they want within the episode. Consistently engage with your podcast subscribers to encourage user-generated content. For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? Narrow Down Your Niche. Typically, these services will look for a certain level of downloads too. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. Podcast Pro Membership The Blog Shop Courses Events Partners Podcast About Home 1:1 Coaching. Revolution. 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. But it may take several messages to catch the right peoples attention. Heres our full guide to creating a podcast media kit. This isnt just relevant to folks seeking a podcast sponsor, but podcasters in general. Best for: Podcasters who don't want to split the revenue with a network. In other words, the ads placement can change from pre-roll to mid-roll to post-roll. Summary: How to Find Brands Looking for Podcasts? Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. 135K followers. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. About 20% of people are more likely to support a brand if its advertised on their favorite podcast, while more than half of listeners will actually search for a product after it was mentioned on a podcast. Here, youll talk about a product or service during the recording of your episode. However, there may be requirements, and your earning potential relies on the size of your audience. Your podcast niche is art. Podcast #775: We Need a P.E. But the other big strength of podcast sponsorship is in the delivery method. Find Podcast Sponsors That Align with You; Know Your Audience. Things like trade magazines and blogs can be very niche and targeted, for example. How much do podcasters make on sponsors? When opting for a paid interview, the brand will pay the podcast to interview a person whos linked with the brand (usually the interviewee will be some sort of expert). Need that extra guidance? Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. 1. You cant deliver the same value for all sponsors you reach out to either. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. 4 Ways to find podcast sponsors. Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. Be honest about why youre requesting donations, and genuinely use it for those purposes. The agency has worked with brands in different industries, including politics, education, and non-profit organizations. Podcast sponsorship is the most traditional method of monetisation in the medium. Do the Research Beforehand. Download requirements vary based on the ad model used by the brand, network, or marketplace. A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). 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. 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. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. Doing this is much better than reaching out on general contact lines and never getting through to a decision-maker. Research the sponsors you are considering and see if . When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. Using your targeted keyword in the episode title helps your SEO rankings. Firstly, their ads will never be swapped out for another brands ad. It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. February 24, 2021. Example: "[Your podcast name] is sponsored by [insert brand name . Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. In addition to mentioning your niche, youll need to have accurate numbers at hand. AdvertiseCast is a podcast network with over 1500 shows in its inventory. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. Once at the Add-Ons Page, click "Activate" under "Monetize your show". Not only should you research what your competitors are doing, but also the podcasters that you consider using. Sign up free. Have I worked to build trust with my audience? 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. Also, post-roll ads are generally the least attractive as you run the risk that many listeners wont listen to the very end. How many new monthly subscribers do you gain? For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. Check out this key take-away from one of our earlier articles: 8 Ways To Strengthen Your Niche Authority: Take this all into consideration before deciding for certain that you want to go down the sponsorship route. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. 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. estimated that it was only $1.3 billion in 2021. This builds a layer of trust and authority. 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). There are four main ways that you can use podcasting to make money. No credit card needed. Brand Awareness through Sponsored Podcasts. Best for: Any podcaster with a highly engaged following. It can also be removed altogether at a later stage. Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episodes release. 1. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . 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. Sponsorship type. So, theres a lot of money to be made by means of podcast advertising. Sign up to get unlimited songs and podcasts with occasional ads. Providing value to brands is the trick for this method. Request donations from your audience through Patreon. This means that they will be part of the show forever and cant be replaced or deleted altogether at a later stage. Retailers are also a much safer option as they seldom decline targeted exposure. The last element is the call to action. 3) You Can Create Long Form Content. Podcast hosts can set a fixed-rate, where they charge a standard rate for ad placements. CPM can work well for podcasts that have download numbers in the thousands. This means that its easier for them to earn ongoing ad revenue. 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. Theres a couple of options open to you here. Most podcasts that succeed focus on a certain topic or niche. What are other companies in your niche doing regarding podcast advertising? Podfly. There are peak times when your audience is most active. 3 important things you need to know about podcast monetization 1. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Personalize your pitch when you contact them, and share your mission, vision, and sponsorship goals. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. Whats more, 60% of listeners revealed that they actually searched for a product after it was mentioned on a podcast. Download requirements vary based on the brand you're pitching to and the ad model they use. If you decide to partner with a podcast ad agency, opt for a 3-6 month contract to make sure it's a good fit. Dont know where to start? Our very own CEO Mark Asquith, Community Manager Ramona Rica, Podcast Websites member . Using an affiliate marketplace is a great way to start monetizing in the early stages of your podcast. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. From a podcast producers point of view, dynamic ads are more attractive as they give them more chances to take advantage of sponsorship. Listen to the Podcast! Therefore, it is vitally important that you know who listens to your show. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. It doesnt matter which type of podcast ad you decide to run, youll need to list points that must be mentioned so that the ad remains relevant. Step 2 is choosing your category and country. 1. How many monthly subscribers do you lose? 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. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. Include pre-roll ad? Alternatively, you can simply offer subscription tiers or ask directly for donations. Whats important is how respected and trusted you are in your niche and how well you engage your audience. When you join a podcast network (Midroll, Acast, etc. Micro influencers have no more than 20k followers. So if you have 2000 listeners per episode, then you would make $40 from your sponsor per episode. But sponsorships arent easy to land. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. Summary: Which Other Methods to Use to Monetize Your Podcast? Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. A podcast website is a great way to increase listenership and bolster your content with the use of blogs, images, and much more. This lets you focus completely on your episode topic. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. : Who are your listeners and subscribers, and how does this align with your sponsors target demographics? And how can you use other methods to boost your podcast in 2023? Here are some tips for getting started: Write a Remarkable Proposal Alban Brooke is the Head of Marketing at Buzzsprout and the co-host of Buzzcast. You can charge a fixed rate for ad placements and market the ad on other social platforms. On the flip side, theres no cap on what you could potentially earn, if your ads resonate with your audience. 5. Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. 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. Just head to your dashboard and click 'Marketing', where you'll . This seems like an intuitive no-brainer, but it has to be mentioned off-top. 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. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. 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! If youre taking payment from anyone, you have an obligation to them. The alternative is that you script up your ad, record it as its own segment, and edit it into the episode. Research the brand and see if you can find specific contact details for the appropriate people. 3) Ask if they'd be open to doing a phone call to speak further. What do sponsors look for in a podcast host? From a brands point of view, baked-in ads are better. Post-roll is the least optimal position for an ad, but its also the cheapest. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. Some of the top podcast directories include: Youre not limited to how many podcast directories you can join. Which Other Methods Can You Use to Monetize Your Podcast? 0:00. . Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. A bigger audience isnt always better. Preview of Spotify. But within their small audience, they achieve impressive engagement rates and have established credibility and authority. Sponsors often want podcast hosts with a personal interest in the products and services they sell. A smaller audience doesnt make it any less valuable though. Not fully bought into the sponsorship route, but want to explore monetisation. 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. Follow. Mention when subscribers can expect new episodes. The more relevant your podcast, the more you can charge. Consider affiliate programs aligned with those products. The pricing of podcast ads can be structured in different ways. This is Important. Press question mark to learn the rest of the keyboard shortcuts Your podcast needs to have buzz or referrals to find a sponsorship. There are different types of paid ads that you can run on your podcast. Ensure your approach is realistic, as insurance companies have highly targeted audiences. If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. Here are the three primary metrics in podcast advertising. But it can take many different forms, and its not necessarily the right approach for everyone looking to monetise their content. ADP is a comprehensive global provider of cloud-based human capital management (HCM) solutions that unite HR, payroll, talent, time, tax and benefits administration, and a leader in business outsourcing services, analytics and compliance expertise. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. Some of the best adverts Ive heard in podcasts have been on fictional shows, because the makers can get really creative with them. 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. Think of it this way: Over two-thirds of listeners act based on the ads they hear on podcasts. Verified. Episodes. Businesses prefer working with podcast hosts that have somewhat of an online reputation. There are no download requirements to start affiliate marketing, and it's one of the easiest ways to get your first sponsor. 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. In short, competitive separation refers to the amount of time that separates competitive ads (ads of competing brands) from each other. Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. What products or services would add value to my listeners? Research podcast directories and choose one best fitting to your brand. What to Know Before You Approach a Potential Sponsor. Use keywords on this page to make it easier for targeted users to find your podcast. the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Use data to make investors feel confident. Maybe even to have enough left over to treat their other half to a nice meal every couple of months. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. 3) Verbatim Script. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. 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. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. Businesses prefer working with podcast hosts that have somewhat of an. Sponsor message. 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. Information about your audience. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. When deciding which food brands to work with, consider the ones you already like. . Instead, its more important to have engaged listeners than simply reaching a big crowd. In short, its when a brand pays a podcast to mention the brand during the episode. You could have tens of thousands of subscribers, but what do your analytics say? Helping folks all around the world start and grow a successful podcast since 2007. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. These include ad length, size of the podcast audience, niche, and timing. Best for: Podcasters with 5,000-10,000+ downloads per episode. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. Join our private podcasting community with a 7-day free trial (no credit card required). Listeners are less likely to skip this content. 4) Podcasting Can Help You Build a Personal Brand. Here are a few ways you can optimize your chances of success. Provide something of genuine interest or value to your listeners. And by joining multiple, you can expose your brand to a much wider audience. The CPM model allows podcasters to earn $ 15-30 for 1000 downloads. Focus on strengthening your relationship with your podcast audience. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Of course, you must have a positive image to reflect well on the sponsors you want to secure. like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. 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. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. Acast is a podcast network and ad marketplace. 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. Podcast sponsors always look for high-quality shows working in profitable niches. Source: Pete McPherson DYEB. Reach out to info@buysellads.com for the requirements to join. There are a couple of factors that will impact an ad spots price. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. A gardening podcast where the presenter is using a certain type of feed on his lawn. Things change the minute theres money involved. How many ads per episode? Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. 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. The Ultimate Guide for 2023, As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. 0:00. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. Category: Comedy. Without the right audience, they cant achieve this through sponsorship. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. . Through conversation, you could end up networking with people that can help you secure podcast sponsorships. Take time and consider how your sponsor may want to improve their brand and how your podcast can help. Podcast advertising rates are generally calculated based on a show's CPM (cost per mile). Its just so well done that its hard to notice an ad has actually started. Hes sourced sponsorship from the makers of many of the products he uses himself. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. 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. 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. 607 posts. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. Talenti on Gastropod and Spilled Milk. While theres no set method for attracting sponsorships, there are a couple of proven strategies. If you start marketing products and . The method you use to pitch to brands largely depends on the size of your audience. 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. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. On which podcasts do they advertise? There's tough competition for podcast sponsors, which means you'll need to put together a compelling pitch for your show. 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