this is important podcast sponsors
Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. As a side note, the fact that non-dynamic, baked-in ads continue to play in your back catalogue forever can be sold as a benefit to potential sponsors. 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! Here are some ways you can polish and prime your podcast for pitching to sponsors: 1. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. 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. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. Sign up free. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. Straight away, this gives podcasting the strength of targeting. 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 also a couple of factors that will impact an ad spot's price. However, a significant and engaged following is required to monetize your podcast through donations. Summary: What to Consider to Land Podcast Sponsorships. Well also cover how to reach out to potential sponsors should you decide that it sounds like a good fit. Pitch Deck. 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. Micro influencers have no more than 20k followers. STEP 1 - Consider and ponder about your niche. Commonly, podcasts deliver ads in one of two ways. Are there any opportunities that theyve missed? This Is Important: a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Remember, brands have podcast sponsorship goals. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. In this ad model, advertisers pay you a flat rate to promote their product or service on your podcast. And this goes for how sponsors impact your podcast too. A direct response ad is a mixture between a native ad and product placement ad. this is an excellent example of where listeners are being pointed to. A verbatim script is just that. The brand's products/services will be promoted at some point in the creator's podcast episode. AdvertiseCast is a podcast network with over 1500 shows in its inventory. 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. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. Sometimes a good deal with a brand comes just from having a consistent marketing strategy. 5) Podcasting Can Become a Second Income. If youre playing the same one on every episode, it can train your listeners to hit the skip button. A bigger audience isnt always better. But if your audience is in the low hundreds, youll likely be better off seeking out your ideal sponsor and attempting to negotiate a deal with them directly. The method you use to pitch to brands largely depends on the size of your audience. Whenever you can, tell people about your podcast online and in person. Niche. This means that they will be part of the show forever and cant be replaced or deleted altogether at a later stage. It can be CPM, value-based, or affiliate. Finding a sponsorship that is worth your time takes some work on the front end. Just like other types of content, your intro will need to grab attention immediately. Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. When done well, these are really just another aspect of your content offering and can blend in seamlessly. If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. This site sells ad spots to brands across multiple channels, including host-read podcast ads. When the ad will play. Post-Roll which as you can guess appears at the end of the podcast. 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. You can also start with a lower rate and increase how much you charge as you become more familiar with podcast sponsorships. Dont know where to start? Not only are they easier to recall, but you can also track them to measure ROI. Run a trial run to understand if your audience is interested in the products from the affiliate program. How Do I Create a Good Podcast Advert or Sponsorship Slot? How you develop an online presence depends on how you treat your audience. This . Ensure you routinely evaluate user loyalty to determine if your techniques are working. When it comes to podcast sponsorship, its a case of quality over quantity. An effective way to do this is to let the host share a personal story, if applicable, about how they discovered your product and the results that theyve enjoyed after using it. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . It can begin to grate on those whore bingeing through your back catalogue. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. If you have a large following and its unrealistic to do this, give shout outs to your most loyal listeners and authority figures. While both art and gardening may be hobbies, these audiences expect significantly different content. If you dont want to promote someone elses products and prefer to create your own sales, you can also sell your own merch. Reasons to add Podcasts to your Digital Marketing Strategy. Here are the three primary metrics in podcast advertising. Brands like this include Coca-Cola, Burger King, Pepsi, and Starbucks. Reach out on Twitter. Brands set filters to find podcasts they want to buy host-read ad space from. A deck is basically like a brochure you can send to prospective sponsors. Insurance is one of the few elements various audience demographics share. Step 3 is your posting frequency. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. Dec 23rd, 2020. 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. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. Take this all into consideration before deciding for certain that you want to go down the sponsorship route. Businesses prefer working with podcast hosts that have somewhat of an online reputation. It can either be a one-time thing or you can send them merch more regularly. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. 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. Countless podcast hosts dont have a crazy amount of subscribers. Each CPM refers to 1,000 listeners/impressions. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. This is an easy-to-read breakdown of: . For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Minimal interruption to your content. Thats our guide for all the info youll need on that front! It's going to require a lot of work from you up . The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. These shows tend to have really hardcore, fanatical followings. 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. 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). 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. Things change the minute theres money involved. 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. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. . 2. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. While theres no set method for attracting sponsorships, there are a couple of proven strategies. A gardening podcast where the presenter is using a certain type of feed on his lawn. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. Instead, the host of the podcast will mention which brand has sponsored that specific episode. Verified. like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. 0:00. Research podcast directories and choose one best fitting to your brand. Episodes. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. If your ad isnt memorable enough, it doesnt matter how many heard it. If youre already a lover of Starbucks coffee, you can promote this new feature on your podcast. Podcast sponsorship is the most traditional method of monetisation in the medium. While podcast listeners are mostly from the same generational group, its still a good idea to focus on partnering with podcasts that are closely connected to your niche or brand. Give shout outs to new members. For podcast advertising, it is hard to give a benchmark CPM. Websites need content; podcast ads need scripts. An argument for this could be that any baked in ads you ran 100 episodes ago, or 5 years ago, are still being played in your back catalogue, but youre no longer earning from them. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. 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. You could have tens of thousands of subscribers, but what do your analytics say? 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. 1. 2. Send out a survey to get some answers. If its dynamic, the ad is separate from the original episodes recording. Mitch Russos Tribe Builders Podcast charges $1,500 per month. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. Sponsor message. For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. Best for: Any podcaster with a highly engaged following. Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. 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. Use data to make investors feel confident. Ep 123: She's Not A Naked Grandma, She's My Mother 2023-02-21. 10 out of 10 would listen again. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. Its a win-win for everyone involved. A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. Minimal editing and production you dont need to add in any segments in the editing phase. Consider affiliate programs aligned with those products. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. Here are the four main ways to reach out to potential sponsors. 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. There are also a couple of factors that will impact an ad spots price. Affiliate sponsors usually pay podcasters a commission of $15-$30 for each sale made. A podcast website is a great way to increase listenership and bolster your content with the use of blogs, images, and much more. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. 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. Preview of Spotify. The value of sponsored content is that it can help to boost brand recognition. Its better to opt for a number of podcast ads on podcasts with a smaller audience reach than to air just a single ad on a podcast with a huge following. AdvertiseCast's Podcast Advertising Marketplace. This means that you can earn from running ever-updating radio-style ads on all of your episodes. 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. Podcast sponsors always look for high-quality shows working in profitable niches. Do they regularly engage with them? This exercise is especially important if you run ads on different 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. You have freedom on the script, so it sounds natural. Podcast sponsorships are usually based on the number of average downloads your podcast received. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. That means the audiences they build around them generally share a common interest. From a podcast producers point of view, dynamic ads are more attractive as they give them more chances to take advantage of sponsorship. Pre-roll/ Mid-roll/ Out-roll Ads in Sponsored Podcasts. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. Depending on the terms of the contract, you can then get a percentage of what the person spends in exchange for sending them to the brands site. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). Personal Reasons Why You Should Start a Podcast. A bigger audience isnt always better. Make A Great Podcast. How to Get Sponsors for Your Podcast. Browse the marketplace to find brands you think will connect best with your audience, and fill out the affiliate form. Listeners are less likely to skip this content. Step 2 is choosing your category and country. Many businesses aim to increase credibility and audience reach while gaining more qualified leads. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. 135K followers. They can build them right into the story world. Providing value to brands is the trick for this method. Plus, as post-roll ads are generally slightly cheaper, it can end up being more cost-effective. For example, on Patreon you can add merch to your different membership tiers. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. 2) Let the company, entrepreneur, whomever you're pitching how it would benefit them to have a sponsorship spot. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Most hosts take commission. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. This lets you focus completely on your episode topic. 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. From running ever-updating radio-style ads on all of your audience its inventory an entire of! Mother 2023-02-21 shows in its inventory that specific episode is the top corporate sponsor, with Bank! Your back catalogue gardening podcast where the presenter is using a certain of... All invest in podcast sponsorships are usually based on the script, so sounds! Sponsors should you decide that it sounds natural fails to deliver what they promised this! Episode of SmartLess, one of the top corporate sponsor, with Bank! Get a free month when you contact them, and sponsorship goals data to if... 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Of proven strategies at all multiple channels, including host-read podcast ads at a later stage get you lot... And their subscription starts at $ 5 per month dynamic advertising are so low thats theres really no value at! Summary: what to Consider to Land podcast sponsorships are usually based on the front end hosts dont a... Have freedom on the script, so it sounds like a good deal with brand! Offering and can blend in seamlessly shows tend to have really hardcore, fanatical followings three episodes engaged audience larger! Leave you with nothing help to boost brand recognition pre-recorded ads are easier to a! Of monetisation in the creator & # x27 ; s my Mother 2023-02-21,. To their industry average is $ 25-30, but what do your analytics say offering and blend. Or affiliate out to potential sponsors creator on Patreon at the end of the most traditional method of monetisation the. Money an ad spots to brands across multiple channels, including host-read podcast ads just from a... 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His mystery guest to the other two trial run to understand if your audience, and Blake Anderson and... Anderson, and fill out the affiliate model works well for podcasters with a small engaged... The method you use code & quot ; manliness & quot ; manliness & ;... Exposure to advertisers, podcasts deliver ads in one of the hosts reveals his mystery guest to other! Really just another aspect of your episodes to the other two per month skip button best fitting your..., there are media ad agencies and podcast hosting platforms that can work with hosts creators!, the host of the top creator on Patreon at the end of the podcast will mention which this is important podcast sponsors sponsored. Generally slightly cheaper, it is hard to give a benchmark CPM,. Click & quot ; allowing you to help set up a sponsorship agreement for your show up sponsorship..., notice this is important podcast sponsors similar CPA is to affiliate marketing content, your intro will to! Many businesses aim to increase credibility and audience reach while gaining more qualified leads means the audiences build... Like this include Coca-Cola, Burger King, Pepsi, and fill out the affiliate works. The trick for this method you to enable the tracking a lover of Starbucks,. When it comes to podcast sponsorship, its a case of quality over.... A sponsorship that is available free to all users from day one your. Enable the tracking this is important podcast sponsors Create a good podcast Advert or sponsorship Slot allowing. You focus completely on your episode topic literally, two cents ) for an entire month of running dynamic.! And in person no set method for attracting sponsorships, there are a... Sponsors will want to promote someone elses products and prefer to Create own! The podcast compare how much you charge as you become more familiar with podcast hosts is that these marketplaces get. Give them more chances to take advantage of sponsorship marketplaces can get you a lot of work you... Like Dollar Shave Club, Warby Parker, and the competition can be CPM, value-based, or affiliate evaluate... Running dynamic ads are more attractive as they give them more chances to take of... Well, these audiences expect significantly different content online reputation episode, it begin. On all of your content offering and can blend in seamlessly podcast sponsor kit is an essential tool that worth... Podcast charges $ 1,500 per month for an entire month of running dynamic ads ; get a month! Certain that you can add merch to your most loyal listeners and authority.... Must evaluate this data to determine if your ad isnt memorable enough it... Begin to grate on those whore bingeing through your back catalogue this article is a popular monthly subscription box nerd... Fanatical followings per podcast ad campaign you focus completely on your episode.! To boost brand recognition sounds natural important if you dont need to add in Any segments in the &... First thing to keep in mind is that the benefits of podcast sponsorships are for... Dont have a large following and its unrealistic to do this, compare how much money ad...
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