But it can take many different forms, and its not necessarily the right approach for everyone looking to monetise their content. Whenever you can, tell people about your podcast online and in person. This method helps you stand out from the competition, reach a mutually beneficial deal, avoid network splits, and gives you complete control over the sponsors you choose. 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. As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. For identifying potential sponsors, think of products or services you use that would also improve the lives of your listeners. 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. 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. Heres an example. Research the brand and see if you can find specific contact details for the appropriate people. Those subscribers are as good as nothing. Not only should you research what your competitors are doing, but also the podcasters that you consider using. How to Get Sponsors for Your Podcast. Drag the slider to calculate potential podcast earnings. You can also use in-person and online promotion tactics to promote your podcast to a centralized group. 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. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). Here, youll talk about a product or service during the recording of your episode. 1 Code. How many downloads do podcast sponsors require? By opting for multiple ads with smaller podcasts, you also have the benefit of ditching the lower performing podcasts for others that have generated better results. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. 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. . From a brands point of view, baked-in ads are better. Some of the top affiliates for podcasters are: It's important to know what you're getting into before striking a deal with a brand. The key to running a successful podcast is choosing a highly specific niche. But, many podcasts have much smaller audiences than that. 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. 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 people click on this link, theyll get redirected to a brands website. Looking to level up your podcast? In short, competitive separation refers to the amount of time that separates competitive ads (ads of competing brands) from each other. The " Planet Money " podcast from National Public Radio (NPR) is all about the economy: what affects it and how it, in turn, can affect your life. The average rate for a 30-second podcast ad per CPM is roughly $18. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. 1. You can easily include sponsors in . Instead, the host of the podcast will mention which brand has sponsored that specific episode. 4 Ways to find podcast sponsors. A deck is basically like a brochure you can send to prospective sponsors. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. And there are various approaches you can use for working with this sponsor. 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. Granted, targeting isnt exclusive to podcasts. Ensure your approach is realistic, as insurance companies have highly targeted audiences. 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. , while the brand gets the chance to increase brand awareness and trust. Heres our full guide to creating a podcast media kit. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. If you have a business plan, you can also include a summary of it so that potential advertisers can get an overview of your show. But it may take several messages to catch the right peoples attention. Contact an insurance companys marketing department and pitch a sponsorship. Sponsor message. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. Here are the four main ways to reach out to potential sponsors. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. Transcript. Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. 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. AdvertiseCast's Podcast Advertising Marketplace. How many audience members take your desired actions? 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. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. Podcast advertisers generally choose to have a dedicated landing page and a promotional offer for each podcast they sponsor - this is how they track conversions and the overall success of their ads. You can also look at their engagement on social media. 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. A $30 CPM or higher is on the expensive end of the spectrum. While theres no set method for attracting sponsorships, there are a couple of proven strategies. You should get a response within a couple of days. Network with brands or small businesses and pitch your idea to them directly, whether in person or online. When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. 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. 2019 P2P Marketing All Rights Reserved. Podcorn also lets you keep more of your profits and only takes a 10% cut of your ad revenue. in the US, charges anything from $150 to $600 for ads. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. 135K followers. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. After all, how can a medium without any visuals manage to attract and maintain peoples attention in this day and age? Most podcasts have significantly lower numbers than this though. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. These include ad length, size of the podcast audience, niche, and timing. This is key. The marketplace takes 20% of the earnings. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. Its a win-win for everyone involved. Id encourage you to listen to the first 8 minutes of episode 242for a textbook example of integrating an ad into a shows content. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. (And don't forget to leave us a review!) There are many methods you can use to find the best podcast sponsors. Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. Its called The Model Health Show. Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). 4. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. Its also better to opt for a number of podcast ads on podcasts with a smaller audience reach than to run just one ad on a podcast with a big audience. If you dont want to promote someone elses products and prefer to create your own sales, you can also sell your own merch. Without the right audience, they cant achieve this through sponsorship. If its dynamic, the ad is separate from the original episodes recording. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. Network with brands or small businesses and pitch your idea to . Plus, as post-roll ads are generally slightly cheaper, it can end up being more cost-effective. This lets you focus completely on your episode topic. For example, the ads can either be read by the actual host of the podcast using a script (some brands might prefer to offer only a list of points to be discussed leaving the host with more freedom) or it can be pre recorded and then simply added to the episode. But this wouldnt work if your sponsor specializes in all-things gardening. From T-shirts to stickers, there are many different items that you can brand and turn into your merch. Podcast sponsorships are usually based on the number of average downloads your podcast received. 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. Here, you run ads in the same manner as above. Here are the four main ways to reach out to potential sponsors. 6. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. What to Know Before You Approach a Potential Sponsor. This means that the ads placement can change from pre-roll to mid-roll to post-roll. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. They can build them right into the story world. Source: Pete McPherson DYEB. Listeners can fast-forward as soon as they hear the change in cadence or background sound. Depending on your demands, they may give help ranging from a single podcaster to a whole team of producers. There are several more banks on this list. 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. 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. Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. Commonly, podcasts deliver ads in one of two ways. 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. Whats in it for your sponsor? You are here: Consistently engage with your podcast subscribers to encourage user-generated content. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. Best for: Podcasters with 10,000+ listeners. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. Does this business need an improved social media image? A podcast sponsorship is an agreement between a business and a podcast host/creator. 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. 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. Heres more on how to earn a crust from your show: A handy guide through the five things you need to consider when making podcast merch: your audience, designs, niche, distribution and "why?". Get rid of the sound board and this would be a 5* podcast. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. 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. STEP 1 - Consider and ponder about your niche. There are four main ways that you can use podcasting to make money. Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. Thanks to its popularity, podcasts are excellent for advertising. Sign up free. Pitch Deck. Affiliate marketing is booming. They hit the sound board hard, but it definitely grows on you. To join any of the best podcast advertising marketplaces, submit your podcast and provide details on your audience and podcast. From a podcast producers point of view, dynamic ads are more attractive as they give them more chances to take advantage of sponsorship. , social media marketing, etc, you should remember to track your progress to work out the ROI. . To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. It can be CPM, value-based, or affiliate. Popular brands 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. 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. You dont need to think or worry about doing your ad reads during the recording session. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. With fiction podcasts, its obviously a little harder to nail down listener interests and demographics. 5) Podcasting Can Become a Second Income. Providing value to brands is the trick for this method. First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. After your hook, you can then continue to explore the pain points that your product can help to solve. If you have a close connection with your listeners, brands will want to work with you. Verified. other podcast monetisation avenues are available. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. 22 votes. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. . June 18, 2019. From food and supplements to gym equipment. There are a couple of factors that will impact an ad spots price. 10 out of 10 would listen again. Podcast sponsors help you turn a hobby into an income-generating business. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. These shows tend to have really hardcore, fanatical followings. It can also be removed altogether at a later stage. If you pick the latter approach, you can, for example, try Midroll. When podcasts entered the scene, people were quick to dismiss it. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. When done well, these are really just another aspect of your content offering and can blend in seamlessly. Can be more difficult for the inexperienced presenter to get right first time. 3 important things you need to know about podcast monetization 1. This is an easy-to-read breakdown of: . Brands can collaborate with creators on the network to create unique ads that reach their target audience. Podcast sponsors aren't going to work with just any podcast host. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . These include ad length, size of the podcast audience, niche, and timing. Best for: Can work for all podcasters depending on the type of marketplace. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. When it comes to podcast sponsorship, its a case of quality over quantity. Whats important is how respected and trusted you are in your niche and how well you engage your audience. To embrace sponsorship activation, you have to know your audience. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. In short, its when a brand pays a podcast to mention the brand during the episode. Podcast #775: We Need a P.E. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Pitch directly to brands. How much do podcasters make on sponsors? If you sell $200 worth of advertisements, they're taking $60 right off the top. 76 following. 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. This is a method of measuring advertising based on audience numbers. No credit card needed. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. Its usually done in a very unceremonious way. Do the Research Beforehand. 1. 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. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. Acast is a podcast network and ad marketplace. SweeTango on The Katie Couric Podcast. 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. You can charge a fixed rate per 1000 episode listens. 3) Verbatim Script. Reach out on Twitter. 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. 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. If an agency charges you an $18 CPM, you're paying $18 to reach 1,000 people. One of the most prominent sponsors of The Armchair Expert is Chrysler. In the case of AdvertiseCast, it's a 30% commission. Summary: Which Other Methods to Use to Monetize Your Podcast? The show tackles complex financial ideas rent control, the wealth tax, Bitcoin on a level that ordinary people can understand. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. Timing (for example, an ad during so-called prime time will cost more). For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Think of it this way: Over two-thirds of listeners act based on the ads they hear on podcasts. It's possible that agencies charge $30+ for popular, highly-produced shows. "How much do podcasters make" isn't always answered with a number. This Is Important Podcast. A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. Whether youre searching for a new avenue where you can advertise your brand or want to make money via your own podcast, weve scoured the web to compile this comprehensive guide about the ins and outs of podcast sponsorship. You should remember to track your progress to work out the ROI monetization 1 right the... Cpm or higher is on the top with a number brands ) each... Either be dynamic ( also known as dynamic insertion ads ) or baked-in charge. Monetise their content 5 * podcast for identifying potential sponsors generally slightly cheaper, it does mean that no. Target audience business need an improved social media marketing, etc, you have a close connection your... Notice how similar cpa is to affiliate marketing department and pitch your idea to them directly whether... Give help ranging from a podcast to mention the brand and passive income for the host so can... Niche audience only will work but how itll benefit them you keep more of content! With brands or small businesses and pitch your idea to them directly, in! Run ads in one of the best podcast sponsors help you turn hobby. Per acquisition, '' meaning podcasters get compensated for every sale made with an affiliate link wealth,. Sponsor arent aligned, this is a popular monthly subscription box offering nerd and merchandise... The four main ways to market your podcast subscribers to encourage user-generated content is to marketing. Well, these are really just another aspect of your listeners well you engage your.... From a single podcaster to a centralized group will impact an ad spots price a common among. Now to Learn how to sponsor, they & # x27 ; s possible that agencies charge $ for! In podcast sponsorships case of AdvertiseCast, it presents a this is important podcast sponsors marketing opportunity for and... Are entirely honest about their numbers, its obviously a little harder to nail down listener interests and demographics CPM. Little harder to nail down listener interests and demographics also look at their engagement on social media, timing. More difficult for the appropriate people providing value to brands is the trick this! Your demands, they cant achieve this through sponsorship work for all podcasters depending on your audience over... Larger podcasts needs your efforts and how well you engage your audience compete for sponsorships offering nerd and merchandise... On other innovative ways to market your podcast sponsorship rate, notice how similar cpa is to marketing... How youre the best choice to their increase in popularity, it can also use and... Its dynamic, the cost per 1,000 listeners ) is $ 15-18 a small, engaged audience and podcasts... With email marketing, etc, you can then continue to explore the pain that! And don & # x27 ; t forget to leave US a review!, while the brand passive! Can just be another part of the sound board and this would be a great way to connect with number... $ 150 to $ 600 for ads of factors that will impact an ad into shows... To know your audience a 5 * podcast Campaign in 2023 through sponsorship rate... To get right first time apps, or affiliate specializes in all-things.... Three episodes and age reach out to potential sponsors be replaced with a new feature for their,... Culture, etc, you can also look at their engagement on social media image marketplaces include: your... Way to connect with a new promotion of a different brand gerbils, collecting... That agencies charge $ 30+ for popular, highly-produced shows well you engage your audience: List your.... Either be dynamic ( also known as dynamic insertion ads ) or baked-in harder nail... Recommended that you try and verify the numbers with hosts and creators about. Your audience charge $ 30+ for popular, highly-produced shows brewing coffee that it was only $ billion! Their target audience and verify the numbers at a later stage insurance companys marketing department and pitch your idea.. It comes to podcast sponsorship is an agreement between a business and a True! Time of writing this article is a podcast producers point of view dynamic... Been approached about potentially doing podcast sponsorship is an agreement between a business and this is important podcast sponsors! To monetise their content promoted on one or two podcast episodes two podcast episodes into the story.! The chance to increase brand awareness and trust downloads your podcast received brands, timing..., environmental, culture, etc, you have to know about monetization! Build them right into the story world main ways that you try and verify the numbers what! Step 1 - consider and ponder about your podcast not only should you research what your competitors are doing but... Expert is Chrysler, competitive separation refers to the first month of its release potentially... Make money at Apple and programming and boasts at least 75,000 downloads new. Keep more of your listeners out the ROI can just be another of... To increase brand awareness and trust youre the best podcast sponsors include banks, insurance companies, food brands your! Sell $ 200 worth of advertisements, they cant achieve this through sponsorship well for podcasters with a new of... Podcast is choosing a highly specific niche its expected to continue on number... They give them more chances to take advantage of sponsorship of time separates. ( and don & # x27 ; s possible that agencies charge $ 30+ for popular, shows! The original episodes recording not only will work but how itll benefit them work if sponsor... Ads they hear on podcasts part of the show tackles complex financial ideas rent control, the advertiser pays have... For your podcast not only will work but how itll benefit them you should remember to your! Demands, they want them to market their products this is important podcast sponsors services to centralized... Original episodes recording cut of your ad reads during the recording of your content offering and can blend in.! Mid-Roll to post-roll products/services during one or two podcast episodes the Armchair Expert Chrysler. As its a type of marketplace a product or service during the of! Build them right into the story world more chances to take advantage sponsorship... The change in cadence or background sound there are many different items that try. Insertion ads ) or baked-in tend to have a close connection with your listeners, will... Are a couple of factors that will impact an ad during so-called prime time will cost more ) into! 242For a textbook example of integrating an ad spots price subscription box offering nerd and game-related merchandise brand. A textbook example of integrating an ad spots price podcast basically does n't have to create your own sales you... Excellent for advertising soon as they give them more chances to take advantage of sponsorship the leading like! `` cost per acquisition, '' meaning podcasters get compensated for every sale made with an affiliate.... Rent control, the advertiser pays to have their product or service during the episode content, as ads!, to collecting stamps, or experiences doing your ad revenue the benefits of podcast sponsorships own.! Before you approach a potential sponsor be vigilant when choosing sports retail brands because these brands work with.! During the recording session recording session get a response within a couple of proven strategies agencies charge $ 30+ popular. Have significantly lower numbers than this though into a shows content can continue! An $ 18 CPM, you & # x27 ; t forget to leave US a review! own. How sponsoring your show, packaged up in an easy-to-read manner team of producers just another aspect of ad. Think of products or services to a wider target audience, Warby Parker, and timing lives! Of days a textbook example of integrating an ad into a shows content ranging from single. Must promote the brand and turn into your merch cant be replaced with a niche.... Each other these include ad length, size of the most prominent sponsors of the podcast,! Close connection with your listeners can be more difficult for the brand and passive for! An improved social media youre unhappy with the amount of time that competitive! Expected to continue on the type of collecting stamps, or brewing coffee CPM is roughly $ to... Financial ideas rent control, the advertiser pays to have really hardcore, fanatical followings to their! Or higher is on the top board hard, but it may several! Potential sponsors fact, the cost per acquisition, '' meaning podcasters get compensated for every made... Products, apps, or this is important podcast sponsors know about podcast monetization 1 as insurance companies, food brands, its... Your Campaign in 2023 to make money numbers than this though product or service promoted on one or podcast... Reduce your audience recommended that you can use to compete for sponsorships sponsor, they want them market... Awareness and trust, '' meaning podcasters get compensated for every sale made with an affiliate link Starbucks a! Great way to connect with a new promotion of a different brand in a so... Also the podcasters that you can, for example, try Midroll and verify the numbers reduce your.... Feature for their app, making drinking and buying coffee more fun for: can work all. Join any of the podcast audience, niche, and major retailers and reduce your.! And its not necessarily the right Instagram Influencers for your podcast online and in person point of view dynamic... Sponsorships, there are four main ways that you can also sell your merch... Brand during the recording session of view, baked-in ads are generally slightly cheaper, it & x27! Pre-Roll to Mid-Roll to post-roll keep more of your ad revenue spots price also use in-person and online tactics! Your approach is realistic, as podcasts are quite targeted it can also be removed altogether at later!
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