Use keywords on this page to make it easier for targeted users to find your podcast. Popular brands like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. 2. Around 24% of the US population (68 million) listen to multiple podcasts weekly. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. 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. This is totally topic dependent, but a few examples might be. There are main 4 ways how to find a sponsor for a podcast. Podcast sponsorships are the bread and butter of the thriving podcast. Acast is a podcast network and ad marketplace. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Take this all into consideration before deciding for certain that you want to go down the sponsorship route. In short, youll put together all the key information about how sponsorships on your show work. 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). Ensure you routinely evaluate user loyalty to determine if your techniques are working. When podcasts entered the scene, people were quick to dismiss it. Your podcast description should connect to your target audience and prove what makes your podcast unique. Baked-in ads, on the other hand, form part of the original episodes recording. 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. Podcast sponsorships are usually based on the number of average downloads your podcast received. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Use our. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. 5. You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. 4 Ways to find podcast sponsors. A . Verified. 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. Pre-roll/ Mid-roll/ Out-roll Ads in Sponsored Podcasts. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. Some of the best adverts Ive heard in podcasts have been on fictional shows, because the makers can get really creative with them. 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 . Best for: Podcasters who don't want to split the revenue with a network. 2) Podcasting Is an Easy Platform to Create Content. But, many podcasts have much smaller audiences than that. If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. Here are the four main ways to reach out to potential sponsors. And there are various approaches you can use for working with this sponsor. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . 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. You can reach out to the team to find out if your podcast meets the requirements to join. , while the brand gets the chance to increase brand awareness and trust. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. Have any questions about this guide? Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. This means that you can earn from running ever-updating radio-style ads on all of your episodes. Drag the slider to calculate potential podcast earnings. Their self-service platform for podcast sponsorships helps match independent creators with affiliates they can authentically endorse. A common metric that you can use to work out the popularity of a podcast is to look at how many times a podcast episode was downloaded. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. Your audience turns up to hear you, after all. 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. Things change the minute theres money involved. If youre a brand, youll be glad to know that its effective. The CPM model allows podcasters to earn $ 15-30 for 1000 downloads. Summary: What to Consider to Land Podcast Sponsorships. If its dynamic, the ad is separate from the original episodes recording. Imagine you ran a podcast about building rockets capable of flying humans to Mars, and you only had one listener but that listener was Elon Musk. If youre taking payment from anyone, you have an obligation to them. . Consistently engage with your podcast subscribers to encourage user-generated content. Focus on strengthening your relationship with your podcast audience. Take time to research brands to find where you can add value to them. Consider the most-fitting brands to work with. How many listeners download your episodes? How to Get Sponsors for Your Podcast. Step 2 is choosing your category and country. Anchor's CPM rate is $15 on a per-episode basis. 917. Email: thisisimportantpodcast@gmail.com. The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. Best for: Podcasters who don't want to split the revenue with a network. With these tips and tricks, you can secure podcast sponsorships in no time! Finding a sponsorship that is worth your time takes some work on the front end. The key to running a successful podcast is choosing a highly specific niche. 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. Subscribe to the podcast in the media player of your choice. Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. join the evolution. Some get business deals in the millions, others scrape by. Instead, its more important to have engaged listeners than simply reaching a big crowd. Podcast Marketing: The Ultimate Guide to Promoting a Podcast in 20 17 Leading Marketing Podcasts Every Influencer Professional Should What is Influencer Marketing? For more on that, check out Should I Sponsor a Podcast? To give you a further idea of what you can expect to pay/earn, here are some of the rates charged by specific podcasts as revealed by Ardor SEO: Ultimately, the podcaster and business looking to place an ad will have to reach an agreement regarding the rate as there are no rates set in stone. 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. Podcast Sponsors Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. Sign up to get unlimited songs and podcasts with occasional ads. Whenever you can, tell people about your podcast online and in person. You dont need an insane number of subscribers to secure podcast sponsors. A bigger audience isnt always better. There are peak times when your audience is most active. Give shout outs to new members. 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. Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. Grow your audience and plan towards earning from your show! Some podcasters charge as much as $5,000 per podcast ad campaign. Doing this is much better than reaching out on general contact lines and never getting through to a decision-maker. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. The longer this time period is, the better. This Is Important Podcast. In the case of AdvertiseCast, it's a 30% commission. 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. The more relevant your podcast, the more you can charge. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Podcast sponsors aren't going to work with just any podcast host. Dec 23rd, 2020. Firstly, their ads will never be swapped out for another brands ad. ), they do all the work of finding sponsors for you so you can focus on creating content. How Do I Create a Good Podcast Advert or Sponsorship Slot? Podcorn also lets you keep more of your profits and only takes a 10% cut of your ad revenue. 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. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. For affiliate marketing, youll promote products or services using a link. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. The pricing of podcast ads can be structured in different ways. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. Youll be surprised by the niche subjects that podcasts cover. Using an affiliate marketplace is a great way to start monetizing in the early stages of your podcast. This is Important. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. And by joining multiple, you can expose your brand to a much wider audience. this is an excellent example of where listeners are being pointed to. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. 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. The alternative is that you script up your ad, record it as its own segment, and edit it into the episode. Best for: Any podcaster; best option for those with a small audience. Which Other Methods Can You Use to Monetize Your Podcast? 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. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. So, how do you find the best podcast sponsors? Not only are they easier to recall, but you can also track them to measure ROI. And theyre not alone, as businesses have invested about, How much you make from a podcast sponsorship depends on various factors (w. are two main formats you can choose for sponsored ads in your podcast: Organically tell your audience about how the product benefits you. There are several more banks on this list. To do this, they can use different types of ads. 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. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. Theres a couple of options open to you here. 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. A third party creates an ad, and you can play it at some point in your episode. To calculate your rate for podcast sponsorships, there are three ways you can do this. 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. Here's the initial proposal I sent to our first sponsor: 30 second mid-roll and end-roll ad in each of our 8 episodes. There are many methods you can use to find the best podcast sponsors. Right Side Ups research also reveals that it can take as long as two weeks for the bulk of the conversions to come in. Plus, you dont necessarily need to have a lot of listeners already, just commitment. To join any of the best podcast advertising marketplaces, submit your podcast and provide details on your audience and podcast. 1) Reach out to a company and tell them you have a podcast with their ideal audience. For another, it could be an important income stream in their business, where theyre actually paying a team of freelancers and assistants to work on their show. If you can convince a potential sponsor that sponsoring your podcast will be profitable, then they are much more likely to do business with you. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). Also, post-roll ads are generally the least attractive as you run the risk that many listeners wont listen to the very end. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. Provide something of genuine interest or value to your listeners. Most podcasts have significantly lower numbers than this though. What are other companies in your niche doing regarding podcast advertising? Whats in it for your sponsor? These are: podcast sponsorships, affiliate marketing, selling merch, and offering subscriptions. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. 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. Straight away, this gives podcasting the strength of targeting. Podcast sponsorship is the most traditional method of monetisation in the medium. To put this into perspective. Do listeners pay attention to complete episodes? It's possible that agencies charge $30+ for popular, highly-produced shows. Reasons to add Podcasts to your Digital Marketing Strategy. Niche. Here, you run ads in the same manner as above. You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. Download this episode. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. Post classified ads for sponsorship, guests, co-hosts, cross-promotion. When deciding which food brands to work with, consider the ones you already like. Pitch Deck. 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. 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. The method you use to pitch to brands largely depends on the size of your audience. It also feels more natural, and, depending on who the host is, you might be able to take advantage of their unique personality. 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. 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. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. Benefits of Podcast Sponsors. You can do the ad during your recording, or you can record and mix one separately and stitch it into the finished episode. 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. Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. There are a couple of factors that will impact an ad spots price. 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. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. 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. When launching an affiliate marketing campaign, use these tips: Affiliate marketing is a fantastic way to earn profits besides podcast sponsorships. However, somehow podcasts managed to prove the pessimists wrong. A $30 CPM or higher is on the expensive end of the spectrum. 5) Podcasting Can Become a Second Income. How many audience members take your desired actions? On the flip side, theres no cap on what you could potentially earn, if your ads resonate with your audience. Weve talked about how having a smaller audience doesnt necessarily make it any less valuable. It can begin to grate on those whore bingeing through your back catalogue. 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. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. 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. On the other hand, baked-in ads form part of the original episodes recording. Including all of these elements ensures you won't miss anything important when recording the podcast live. One of the most prominent sponsors of The Armchair Expert is Chrysler. This perspective isnt all correct. Many podcast hosts do this and earn money to reinvest into their podcasts. With affiliate marketing, youll include a trackable link to your podcast description. 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). CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. , with US Bank in 7th place and Bank of America in 8th. 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. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. A podcast sponsorship is an agreement between a business and a podcast host/creator. One of the best podcast sponsorship benefits is that you get to earn money from brands. Its just so well done that its hard to notice an ad has actually started. 0:00. Ensure your approach is realistic, as insurance companies have highly targeted audiences. Besides reach, podcast marketing for brands is also about conversions. Listeners are less likely to skip this content. Around 3% of marketers make Podcasts. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. The better your podcast, the greater your leverage when it comes to negotiating with your potential sponsor. Some media hosts and agencies can set you up to run dynamic ads on your podcast. They can build them right into the story world. Example: "[Your podcast name] is sponsored by [insert brand name . Research the sponsors you are considering and see if . In 2020 over 155 million people listen to a podcast every week. Go ahead and click the green . To make it easier to place the ad in a number of different podcasts, you might want to consider using a pre recorded ad that doesnt mention the podcast specifically. Theyre paying you for a service, and you need to deliver and try to keep them happy. Timing (for example, an ad during so-called prime time will cost more). The agency has worked with brands in different industries, including politics, education, and non-profit organizations. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. Research and determine what products your audience would purchase. Retailers are also a much safer option as they seldom decline targeted exposure. Done well, (and legitimately!) There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. Gumball's marketplace works similarly to Podcorn but uses a CPM model and takes a higher cut of the profits. So, theres a lot of money to be made by means of podcast advertising. But this wouldnt work if your sponsor specializes in all-things gardening. This isnt an 8-minute long advert. Im sure youve seen several insurance sponsorship ads on TV and social media platforms like YouTube and Instagram. And this goes for how sponsors impact your podcast too. For example, on Patreon you can add merch to your different membership tiers. A bigger audience isnt always better. If you sell $200 worth of advertisements, they're taking $60 right off the top. You could charge more for these ads. Our very own CEO Mark Asquith, Community Manager Ramona Rica, Podcast Websites member . Heres our full guide to creating a podcast media kit. When the ad will play. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. 3) Ask if they'd be open to doing a phone call to speak further. 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. Also, mention how the brand can benefit from your promotion. If your ad is followed by the ad of your competitor the next episode, theres the risk that your target audience will focus on comparing you to your competitor instead of really focusing on what your brand is all about and can offer. However, a significant and engaged following is required to monetize your podcast through donations. 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