Do their posts get a lot of likes? So, theres a lot of money to be made by means of podcast advertising. 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. But, many podcasts have much smaller audiences than that. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Here are some tips for getting started: Write a Remarkable Proposal Acast is a podcast network and ad marketplace. 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. Podcast #775: We Need a P.E. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . Be realistic in how you can impact your sponsors brand. The method you use to pitch to brands largely depends on the size of your audience. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. Businesses prefer working with podcast hosts that have somewhat of an online reputation. You can also use in-person and online promotion tactics to promote your podcast to a centralized group. 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! Reach out on Twitter. These slots are known as: Mid-roll is the most desired spot (and thus, the most expensive). Episodes. 1. Some media hosts and agencies can set you up to run dynamic ads on your podcast. Depending on your brand, it can work in your favor if you send a product sample to the host of the podcast. You could charge more for these ads. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) . 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. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. Thank people for listening at the end of your episode. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. There are many methods you can use to find the best podcast sponsors. 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. But sponsorships arent easy to land. Benefits of Podcast Sponsors. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. 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. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. Email: thisisimportantpodcast@gmail.com. When it comes to podcast advertising, there are different ways that the pricing can be structured. . One of the most prominent sponsors of The Armchair Expert is Chrysler. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Brands can sift through thousands of shows to find one that feels like a fit and reach out to the creator to strike a deal. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). But the other big strength of podcast sponsorship is in the delivery method. Where are your listeners located geographically? Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. 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. If you host your podcast with Buzzsprout, you can use Buzzsprout's Affiliate Marketplace to connect with pre-vetted brands regardless of how many listeners you have. Done well, (and legitimately!) Research the brand and see if you can find specific contact details for the appropriate people. For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. niche of the product/service that is being advertised. Youre promoting products that can engage and interest your listeners. The downside is that theres no guarantee of any commission at all. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. It can also be removed altogether at a later stage. Banner + text + CTA + link in each email that sends for each episode (est. Things like trade magazines and blogs can be very niche and targeted, for example. and frustrated. Verified. If youre a brand, youll be glad to know that its effective. Niche. Additionally, you have a duty to your audience. The last element is the call to action. A mid-roll ad that can be as long as 60 seconds will cost you double that, while a 25-second post-roll ad will work out the cheapest at about $10 CPM on average. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. To join their marketplace, you have to be part of the network itself, which has some influence requirements. Podcast ads typically use special promo codes as calls to action. How many audience members take your desired actions? Brands set filters to find podcasts they want to buy host-read ad space from. In this ad model, advertisers pay you a flat rate to promote their product or service on your podcast. Listen to the episode on a separate page. Whats important is how respected and trusted you are in your niche and how well you engage your audience. What do sponsors look for in a podcast host? "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . If you have a close connection with your listeners, brands will want to work with you. Research podcast directories and choose one best fitting to your brand. Just head to your dashboard and click 'Marketing', where you'll . Your podcast description should connect to your target audience and prove what makes your podcast unique. 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. 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. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. Whats in it for your sponsor? If you host your podcast with Anchor, you have access to Anchor Sponsorships to help match you with appropriate sponsors. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. And by joining multiple, you can expose your brand to a much wider audience. There are different types of paid ads that you can run on your podcast. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. Take this all into consideration before deciding for certain that you want to go down the sponsorship route. 2019 P2P Marketing All Rights Reserved. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Your audience turns up to hear you, after all. This refers to the number of sales or sign ups they get as a result of the ad. . You cant deliver the same value for all sponsors you reach out to either. However, a significant and engaged following is required to monetize your podcast through donations. You can charge a fixed rate per 1000 episode listens. Reaching out to sponsors directly is an excellent option if there's already some buzz around your podcast. Play. Affiliate sponsors usually pay podcasters a commission of $15-$30 for each sale made. 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. Passive - get an offer from a media host or get approached by a sponsor, Active - join a podcasting ad network or search for sponsors yourself. ADP. 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. Here are a few ways you can optimize your chances of success. From a brands point of view, baked-in ads are better. Podcast sponsorships are the bread and butter of the thriving podcast. Thats our guide for all the info youll need on that front! For podcast advertising, it is hard to give a benchmark CPM. other podcast monetisation avenues are available. Be honest about why youre requesting donations, and genuinely use it for those purposes. Long-form audio content means listeners can spend lots of time listening to a presenter in a very intimate way, and on a regular basis. Commonly, podcasts deliver ads in one of two ways. Your podcast niche is art. Send out a survey to get some answers. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. 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. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. Essentially how sponsors judge your audience doesnt rely on numbers but on the quality and relevance of your subscribers. Here, youll talk about a product or service during the recording of your episode. How can they benefit from your audience and your podcast? There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. 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. Post classified ads for sponsorship, guests, co-hosts, cross-promotion. 5) Podcasting Can Become a Second Income. When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. 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. When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. Armed with better insight into how your ads are performing on the different shows, you might just find that it will make more financial sense to spend more on specific podcasts, while reducing your spend on others. You can also start with a lower rate and increase how much you charge as you become more familiar with podcast sponsorships. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. 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. How do your listeners and subscribers find your podcast? Check out this key take-away from one of our earlier articles: 8 Ways To Strengthen Your Niche Authority: This Podcast has been fun to listen to. To do this, they can use different types of ads. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. From a podcast producers point of view, dynamic ads are more attractive as they give them more chances to take advantage of sponsorship. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. Brands like this include Coca-Cola, Burger King, Pepsi, and Starbucks. When you reach out to brands for podcast sponsorships, personalize your pitch. 1. This site sells ad spots to brands across multiple channels, including host-read podcast ads. In the case of AdvertiseCast, it's a 30% commission. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. 135k Followers, 76 Following, 607 Posts - See Instagram photos and videos from This Is Important Podcast (@podimportant) podimportant. Straight away, this gives podcasting the strength of targeting. Some podcasters charge as much as $5,000 per podcast ad campaign. There are main 4 ways how to find a sponsor for a podcast. Another model of podcast sponsorship is the affiliate commission route. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. Podcasters often get caught up in the mindset that they cannot monetize their podcast without having thousands of downloads - and it simply isn't true! If its dynamic, the ad is separate from the original episodes recording. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. To collect your fan contributions use Stripe, GoFundMe, or PayPal. Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. But this wouldnt work if your sponsor specializes in all-things gardening. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). ( well discuss that soon! this is important podcast sponsors, it puts the message across far better than any old-fashioned interruption advertising... 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