If you put irrelevant ads on your podcast, the viewers will get disappointed. Have attracted and engaged you for some time. A bigger audience isnt always better. It can also be removed altogether at a later stage. Banner + text + CTA + link in each email that sends for each episode (est. Most podcasts that succeed focus on a certain topic or niche. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. 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. Like banks, insurance companies often have specific categories of brands they sponsor. CPM or Cost Per Mille ( mille is the Latin word for thousand.) Affiliate sponsors usually pay podcasters a commission of $15-$30 for each sale made. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. Post-Roll which as you can guess appears at the end of the podcast. 2. And there are various approaches you can use for working with this sponsor. There are many methods you can use to find the best podcast sponsors. . Brands can collaborate with creators on the network to create unique ads that reach their target audience. join the evolution. Companies know who purchases their products, and they are looking to partner with podcasts that can deliver that audience. Even better, you don't . Download this episode. The best way to get sponsors for your podcast is to ensure your podcast is an exclusive listening experience for your audience. You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. Reach out to info@buysellads.com for the requirements to join. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Right Side Up, a growth marketing consultancy, recommends that you run your podcast ads for 7-10 weeks. 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. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. The two main ad formats used for these agreements are host-read ads and radio-style ads. Theres whats known as the CPM model (or cost per thousand listeners). These marketplaces will take their commission from your sponsorship deals. Also, post-roll ads are generally the least attractive as you run the risk that many listeners wont listen to the very end. What can you offer brands? If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site. Download requirements vary based on the brand you're pitching to and the ad model they use. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. Especially if youre contacting a large company. 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. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. 1. And your podcast is no exception. Our very own CEO Mark Asquith, Community Manager Ramona Rica, Podcast Websites member . , while the brand gets the chance to increase brand awareness and trust. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Once at the Add-Ons Page, click "Activate" under "Monetize your show". Podcast sponsors always look for high-quality shows working in profitable niches. 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. For a 25-second pre-roll ad spot, they reveal that youll pay about $15 CPM. Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. 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. These include ad length, size of the podcast audience, niche, and timing. But it may take several messages to catch the right peoples attention. If youre interested in exploring podcast sponsorships, you can either manually shortlist a number of shows and reach out to them on your own or use the services of a company that links businesses with possible podcasts. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. Summary: Which Other Methods to Use to Monetize Your Podcast? So, if you dont see results in the first week, dont worry. The group make it feel as if you are sitting in the room with them and cracking up about all things important. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. Your subscribers would have found more value in sponsored ads promoting one-of-a-kind paint brushes rather than an expert book on how to turn gardening into a side hustle. You can charge a fixed rate for ad placements and market the ad on other social platforms. Therefore, it is vitally important that you know who listens to your show. 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. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. This will help to create a more engaging and authentic ad. Include pre-roll ad? Additionally, you have a duty to your audience. Around 24% of the US population (68 million) listen to multiple podcasts weekly. , youll be able to access numbers provided by the platform. One of the best podcast sponsorship benefits is that you get to earn money from brands. Acast is a podcast network and ad marketplace. Your affiliate manager can make or break the success of your affiliate marketing program. Alternatively, you can simply offer subscription tiers or ask directly for donations. 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. What do sponsors look for in a podcast host? Can be difficult to transition to during a podcast interview. 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! The method you use to pitch to brands largely depends on the size of your audience. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. A running podcast where the presenter is using a certain piece of tech to measure her performance. 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. Here are a few ways you can optimize your chances of success. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. 917. 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. Episodes. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. Yet these influencers gain the highest engagement rates,being almost 4%. Planet Money. Consider your audience. A . Do I consistently get at least 200 downloads per episode? Play. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. . 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. 3) You Can Create Long Form Content. How many downloads do podcast sponsors require? Baked-in ads, on the other hand, form part of the original episodes recording. 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). Ranker: The Most Ubiquitous Podcast Sponsors, Ranked, Statista: Podcast advertising spending in the United States from 2021 to 2025, Shopify: 30+ Influencer Marketing Statistics to Have on Your Radar (2022), ZipSprout: TOP 60 CORPORATE SPONSORS IN THE UNITED STATES. Product placement ads are pretty straightforward. Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. Podcast listeners consume an average of seven different shows per week. Subscribe to the Podcast to receive alerts as new episodes post. This means that its easier for them to earn ongoing ad revenue. Last Update: 2023-02-21. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. For example, let's say a podcast sponsor is offering $20 CPM. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. 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. The brands products/services will be promoted at some point in the creators podcast episode. You should get a response within a couple of days. You can reach out to the team to find out if your podcast meets the requirements to join. Podcast sponsors aren't going to work with just any podcast host. 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. Not only should you research what your competitors are doing, but also the podcasters that you consider using. The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. You could have tens of thousands of subscribers, but what do your analytics say? Just like other types of content, your intro will need to grab attention immediately. To join any of the best podcast advertising marketplaces, submit your podcast and provide details on your audience and podcast. 2. Theres a couple of options open to you here. Focus on strengthening your relationship with your podcast audience. Here are some ad marketplaces to consider. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. Accidental Tech Podcasts sponsorship rates start at $5,500. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . This Podcast has been fun to listen to. These shows tend to have really hardcore, fanatical followings. Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. To put this into perspective. 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. But it can take many different forms, and its not necessarily the right approach for everyone looking to monetise their content. 2. ddp1987. Partnering with brands you genuinely love lets you monetize your podcast while maintaining an authentic connection with listeners. Have any questions about this guide? SweeTango on The Katie Couric Podcast. Done well, (and legitimately!) Sometimes a good deal with a brand comes just from having a consistent marketing strategy. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. Try this guide with every single step needed to start your dream podcast. ADP. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. Check out our post on affiliates for podcasters where you can choose sponsors, based on your content, your audience, and which ones are a good fit for both. The value of sponsored content is that it can help to boost brand recognition. Listeners are less likely to skip this content. No more than a month shouldve passed between two episodes, unless theyre taking a season break. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. Are there any opportunities that theyve missed? When subscribers or listeners comment or ask questions, address them promptly. This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. this is an excellent example of where listeners are being pointed to. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Its called The Model Health Show. This perspective isnt all correct. Summary: How to Find Brands Looking for Podcasts? Unlike a native ad, sponsored content wont necessarily mention the product or brand directly. 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. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. A crucial part of securing sponsorships is to put your audience at the forefront. 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. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. 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? Podcast sponsorship's earn content creators significant amounts of money. 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. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. 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. According to. Do an audience Q&A session to answer some of the best user questions. niche of the product/service that is being advertised. In addition to mentioning your niche, youll need to have accurate numbers at hand. Brands set filters to find podcasts they want to buy host-read ad space from. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. Theyre paying you for a service, and you need to deliver and try to keep them happy. 3) Ask if they'd be open to doing a phone call to speak further. Things change the minute theres money involved. other podcast monetisation avenues are available. Whats in it for your sponsor? When you join a podcast network (Midroll, Acast, etc. Ads only play on podcasts hosted with Podbean. If 200 people listen to your podcast, you could potentially net $500 for a single product mention compared to $4 with a CPM rate of $20. For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. There are also a couple of factors that will impact an ad spots price. Join our private podcasting community with a 7-day free trial (no credit card required). Best for: Podcasters with 10,000+ listeners. A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. Or, it can be dropped altogether at a later stage. Minimal editing and production you dont need to add in any segments in the editing phase. Thank people for listening at the end of your episode. Just head to your dashboard and click 'Marketing', where you'll . For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. A bigger audience isnt always better. Use data to make investors feel confident. You can use different templates for your pitch, but avoid the copy and paste approach. 3. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . There are a couple of factors that will impact an ad spots price. like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. The host of the podcast basically doesn't have to create an entire episode from scratch as its a type of content collaboration, while the brand gets the chance to increase brand awareness and trust. Check out the opening few minutes in Season 2, episodes 2, 3, and 4. We offer live coaching & directed courses inside our Academy. Your audience turns up to hear you, after all. Click on a link, follow, comment, etc.? 5) Podcasting Can Become a Second Income. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. Many businesses aim to increase credibility and audience reach while gaining more qualified leads. Consider the most-fitting brands to work with. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. Dont know where to start? Like for blog content and YouTube videos, use SEO techniques to help your podcast episodes reach more listeners. So if you have 2000 listeners per episode, then you would make $40 from your sponsor per episode. 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 . How many downloads do you get on average? Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Helping folks all around the world start and grow a successful podcast since 2007. 76 following. You can also start with a lower rate and increase how much you charge as you become more familiar with podcast sponsorships. Some sponsorships will not be available in all countries, either. As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. Podcast. Sign up free. If you dont want to promote someone elses products and prefer to create your own sales, you can also sell your own merch. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. You can use this resource, either as a template for your own pitch, or you can just link them to it directly. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . 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. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. Things like trade magazines and blogs can be very niche and targeted, for example. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. Shop Courses Episodes About Home Events Blog. If a brand buys an ad on your podcast for a CPM of $20, you're going to get paid $20 per 1,000 downloads. 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. Podcast sponsorship is a deal between a business and a podcast host/creator, where the creator promotes the brand in one or two episodes. Podchasers average rates for ad spots are more or less the same as AdvertiserCasts data. Commonly, podcasts deliver ads in one of two ways. Popular brands like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. Personalize your pitch when you contact them, and share your mission, vision, and sponsorship goals. There are several more banks on this list. Podcast sponsorship is the most traditional method of monetisation in the medium. How many monthly subscribers do you lose? Straight away, this gives podcasting the strength of targeting. 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. My experience has been that it is common for hosts to guess about their audience. Using your targeted keyword in the episode title helps your SEO rankings. Some get business deals in the millions, others scrape by. For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. In the case of AdvertiseCast, it's a 30% commission. And once you do, use the top SEO tactics and develop an affiliate marketing campaign to monetize your earnings. Request donations from your audience through Patreon. Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. How the Sponsor Can Benefit from Your Promotion. 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. Youre promoting products that can engage and interest your listeners. 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. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. 607 posts. 4. So, theres a lot of money to be made by means of podcast advertising. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. Ensure you routinely evaluate user loyalty to determine if your techniques are working. Mention when subscribers can expect new episodes. 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. For a 60-second ad, the cost per mile is about $25. A deck is basically like a brochure you can send to prospective sponsors. Most hosts take commission. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. Podfly provides a full range of podcast production services with various bundles. 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. Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. It can be one page long or a few pages long, depending on the layout. Here, youll talk about a product or service during the recording of your episode. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. 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. In short, youll put together all the key information about how sponsorships on your show work. Be realistic in how you can impact your sponsors brand. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. Doing the ads yourself is going to make them more effective. Then again, some argue that the most enthusiastic listeners will listen right till the end and theyre actually the ones whose attention you want to grab. Acquiring sponsorships: Reach Out Directly to Sponsors. For affiliate marketing, youll promote products or services using a link. It can be CPM, value-based, or affiliate. From a podcast producers point of view, dynamic ads are more attractive as they give them more chances to take advantage of sponsorship. . Instead of merely a quick mention or placement, this type of ad gives the brand much more airtime. 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. It can begin to grate on those whore bingeing through your back catalogue. For example, if the podcaster uses a site such as. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. More fans than youd think would be willing to donate. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. Use keywords on this page to make it easier for targeted users to find your podcast. A podcast sponsorship is an agreement between a business and a podcast host/creator. Source: Pete McPherson DYEB. Consider affiliate programs aligned with those products. Talenti on Gastropod and Spilled Milk. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. While theres no set method for attracting sponsorships, there are a couple of proven strategies. Of course, you must have a positive image to reflect well on the sponsors you want to secure. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Not fully bought into the sponsorship route, but want to explore monetisation. CPM can work well for podcasts that have download numbers in the thousands. Drag the slider to calculate potential podcast earnings. Make A Great Podcast. Need that extra guidance? Businesses prefer working with podcast hosts that have somewhat of an. This is key. But this wouldnt work if your sponsor specializes in all-things gardening. Basically, you could name your price. Your podcast niche is art. Narrow Down Your Niche. You can do this by using specific keywords during your podcast episodes. This is totally topic dependent, but a few examples might be. "How much do podcasters make" isn't always answered with a number. 135k Followers, 76 Following, 607 Posts - See Instagram photos and videos from This Is Important Podcast (@podimportant) podimportant. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. Backblaze on Cortex. Podcast sponsorship is the most traditional method of monetisation in the medium. Popularity, and timing the strength of targeting yet these influencers gain the highest engagement rates being! Required ) in any segments in the medium dont want to secure help boost! Ramona Rica, podcast sponsorship depends on the sponsors you want to explore monetisation service, and Kyle seriously... 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