Instead of merely a quick mention or placement, this type of ad gives the brand much more airtime. 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. This is key. You can use this resource, either as a template for your own pitch, or you can just link them to it directly. 10 out of 10 would listen again. Remember, brands have podcast sponsorship goals. When your podcast listeners click on this link and purchase, youll earn money based on your affiliate commission rates. The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. The best way to get sponsors for your podcast is to ensure your podcast is an exclusive listening experience for your audience. Podcasts are mostly free, but they don't have to be. Best for: Podcasters with 5,000-10,000+ downloads per episode. 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. For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? No more than a month shouldve passed between two episodes, unless theyre taking a season break. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. In 2020 over 155 million people listen to a podcast every week. What products or services would add value to my listeners? The last element is the call to action. 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. Reach out to the brands marketing department and pitch your podcast. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. 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. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. Network with brands or small businesses and pitch your idea to . Today, that number is nearly 40% with 24% of . To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. All in all, if you want to increase the chances that your target audience will take you up on your offer, its best to opt for a host-read, baked-in ad. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. When was the most recent episode released? A good start is to find out what your audience loves. Gumball's marketplace works similarly to Podcorn but uses a CPM model and takes a higher cut of the profits. Subscribe to the podcast in the media player of your choice. Can be more difficult for the inexperienced presenter to get right first time. If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Instead, the host of the podcast will mention which brand has sponsored that specific episode. Sponsors often want podcast hosts with a personal interest in the products and services they sell. Not only should you research what your competitors are doing, but also the podcasters that you consider using. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. Podcast Sponsors Step 3 is your posting frequency. My experience has been that it is common for hosts to guess about their audience. You could charge more for these ads. Which Other Methods Can You Use to Monetize Your Podcast? This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. You can easily include sponsors in . Whats important is how respected and trusted you are in your niche and how well you engage your audience. The more relevant your podcast, the more you can charge. This is a method of measuring advertising based on audience numbers. Sponsorship type. 1. Shop Courses Episodes About Home Events Blog. , with US Bank in 7th place and Bank of America in 8th. It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. Done well, (and legitimately!) Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. For an ad double the length, the CPM rate is $25. The only way to get this right is by understanding your sponsors and what they need well enough. How you develop an online presence depends on how you treat your audience. The brand's products/services will be promoted at some point in the creator's podcast episode. Straight away, this gives podcasting the strength of targeting. If you have a close connection with your listeners, brands will want to work with you. Transcript. 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. Most podcasts that succeed focus on a certain topic or niche. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! The show tackles complex financial ideas rent control, the wealth tax, Bitcoin on a level that ordinary people can understand. This isnt an 8-minute long advert. Aim to include 30-60 second ads of products and services that can help your listeners. Theres certainly no one-size-fits-all answer here, and lots of variables to consider. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. In 2014, advertisers spent nearly $90 million on in-podcast ads, which became $190 billion in 2016 . Podcast sponsors aren't going to work with just any podcast host. Example: "[Your podcast name] is sponsored by [insert brand name . Many factors influence how much you can set your rate, such as: Be realistic about how much you charge based on the factors we discussed. Most hosts take commission. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. Or, it can be dropped altogether at a later stage. Podcasters read the ads themselves and place them wherever they want within the episode. But the other big strength of podcast sponsorship is in the delivery method. Provide something of genuine interest or value to your listeners. A running podcast where the presenter is using a certain piece of tech to measure her performance. That doesnt necessarily mean someone will be willing to pay it. that were shared during the podcast, you can also look at indirect attribution. Listeners can fast-forward as soon as they hear the change in cadence or background sound. Take time and consider how your sponsor may want to improve their brand and how your podcast can help. This Is Important Podcast. . The good news is, that if you own your podcast as most do then its entirely up to you what you charge. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. A podcast website is a great way to increase listenership and bolster your content with the use of blogs, images, and much more. Also, most listeners are much more tuned in to what the host of their favorite podcast says than what the writers on their favorite blog write. Sponsor message. 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. And once you do, use the top SEO tactics and develop an affiliate marketing campaign to monetize your earnings. 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. Don't worry about downloads. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). Have any questions about this guide? Around 3% of marketers make Podcasts. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. For one podcaster, the thought of covering their web and hosting costs is enough. Sometimes a good deal with a brand comes just from having a consistent marketing strategy. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. Do an audience Q&A session to answer some of the best user questions. Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. Because your audiences are passionate about art, it makes sense to work together. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. If you pick the latter approach, you can, for example, try Midroll. 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. It is important to note here that if you already have a personal website, you don't need to create a whole new website for your podcast. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. 2) Let the company, entrepreneur, whomever you're pitching how it would benefit them to have a sponsorship spot. The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. When the ad will play. Podcast #775: We Need a P.E. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. You can reach out directly to brands for podcast sponsorships. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. When it comes to podcast sponsorship, its a case of quality over quantity. It is also the most lucrative and most straightforward way to make money from podcasting. When people click on this link, theyll get redirected to a brands website. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. 1. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. Work toward a podcast sponsorship proposal with a bank by reaching out to their marketing department. If youre a brand, youll be glad to know that its effective. Revolution. At the end of the day, its a case of quality over quantity. If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. Use our. Dec 23rd, 2020. Anchor's CPM rate is $15 on a per-episode basis. Bombas VP of Marketing, Kate Huyett, has shared that "in a given week, about 50-60% of our new customers are coming from paid [channels] and podcasting has ranged from 15% to 40% of that. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. Your podcast needs to have buzz or referrals to find a sponsorship. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). Heres our full guide to creating a podcast media kit. This Is Important Podcast. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. With fiction podcasts, its obviously a little harder to nail down listener interests and demographics. You should get a response within a couple of days. Baked-in ads, on the other hand, form part of the original episodes recording. Here are the three primary metrics in podcast advertising. . First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. 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. The needs and pain points of your audience. Even better, you don't . Companies know who purchases their products, and they are looking to partner with podcasts that can deliver that audience. Consider your audience. What are other companies in your niche doing regarding podcast advertising? Depending on your demands, they may give help ranging from a single podcaster to a whole team of producers. Whether youre trying to grow your podcast for the first time or want to increase your revenue from sponsorship deals, you need to know everything about podcast sponsorships. 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. If youre taking payment from anyone, you have an obligation to them. For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. If its dynamic, the ad is separate from the original episodes recording. , youll be able to access numbers provided by the platform. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. It also feels more natural, and, depending on who the host is, you might be able to take advantage of their unique personality. Podcast sponsorships are usually based on the number of average downloads your podcast received. . Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. Reach out on Twitter. Do they regularly engage with them? How to Get Sponsors for Your Podcast. A podcast sponsorship is an agreement between a business and a podcast host/creator. 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. Why should you even pursue sponsors, though? 2019 P2P Marketing All Rights Reserved. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. They can build them right into the story world. As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. This is how much sponsors will pay per 1,000 downloads of your podcast, views of your video, or impressions on your tweet/Instagram/Facebook post. You usually dont need permission to sign up to affiliate schemes either, so you can run ads on your podcast from episode 1 if you want to. There are main 4 ways how to find a sponsor for a podcast. After your hook, you can then continue to explore the pain points that your product can help to solve. A . You basically lost that one shot that you had. For podcast advertising, it is hard to give a benchmark CPM. Podcasts are versatile, enlightening and overpowering. It's possible that agencies charge $30+ for popular, highly-produced shows. 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. Here are our top 5 tips on landing your first sponsorship deal. Be realistic in how you can impact your sponsors brand. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. 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. Countless podcast hosts dont have a crazy amount of subscribers. 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! Its a win-win for everyone involved. 3) Ask if they'd be open to doing a phone call to speak further. Another way to determine if your ads were successful is to create a survey. 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. Here, you run ads in the same manner as above. Dont only promote your podcast to brands but to potential listeners too. Niche. How many downloads do you get on average? Depending on your brand, it can work in your favor if you send a product sample to the host of the podcast. Download this episode. 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. Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. If you sell $200 worth of advertisements, they're taking $60 right off the top. Here are some ad marketplaces to consider. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. You dont need to think or worry about doing your ad reads during the recording session. 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. Benefits of Podcast Sponsors. This means that you can earn from running ever-updating radio-style ads on all of your episodes. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. , two cents ( literally, two cents ) for an entire month of running dynamic ads potentially advertising podcasts! 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Get a response within a couple of days top SEO tactics and develop affiliate! Treat your audience per mile ( or cost per mile ( or cost per 1,000 listeners is. Instead, the ad is separate from the original episodes recording going to work with just any host! Sponsor, with US Bank in 7th place and Bank of America in 8th for,.