Podcasts are mostly free, but they don't have to be. Podfly. Podcast #775: We Need a P.E. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). Reach Out Directly to Sponsors. How many listeners download your episodes? When the ad will play. 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 . Some podcasters charge as much as $5,000 per podcast ad campaign. But sponsorships arent easy to land. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. Your podcast needs to have buzz or referrals to find a sponsorship. 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. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. An advert might appear at the very beginning of an episode, the very end, or somewhere in between. 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. Once you have clarity about your own niche, your goal should be to find brands from the same niche or that have similar interests. Pitch directly to brands. 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. More fans than youd think would be willing to donate. 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. Even better, you don't . First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. Episodes. Remember too, that if youre looking to earn from your content, but dont like the idea of running ads, then other podcast monetisation avenues are available. Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. Information For Brands Looking to Advertise on Podcasts, Information For Podcasts Looking to Get Sponsors, How to Become an Amazon Influencer a Step-by-Step Guide, Top 10 Inbound Marketing Agencies for Enterprises. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model. That's why it's important to lay the right foundation and use the following best practices. If you start marketing products and . Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. Join our private podcasting community with a 7-day free trial (no credit card required). Another model of podcast sponsorship is the affiliate commission route. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. Podchasers average rates for ad spots are more or less the same as AdvertiserCasts data. Do I consistently get at least 200 downloads per episode? The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. A bigger audience isnt always better. 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. Podcast sponsors aren't going to work with just any podcast host. Again, this isnt all about how many subscribers you have. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. Research podcast directories and choose one best fitting to your brand. Usually, the host will read a scripted ad either before, during, or after the episode. Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. You dont need to think or worry about doing your ad reads during the recording session. You can easily include sponsors in . 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. This Is Important Podcast. Podcast ads typically use special promo codes as calls to action. Best for: Can work for all podcasters depending on the type of marketplace. These shows tend to have really hardcore, fanatical followings. This is Important. ADP. Youre promoting products that can engage and interest your listeners. Podcast listeners consume an average of seven different shows per week. 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 average rate for a 30-second podcast ad per CPM is roughly $18. Use keywords on this page to make it easier for targeted users to find your podcast. Listeners are less likely to skip this content. Example: "[Your podcast name] is sponsored by [insert brand name . The brands products/services will be promoted at some point in the creators podcast episode. Personal Reasons Why You Should Start a Podcast. The current industry standards for CPM rates are: Post-roll ads are less common among advertisers because there tends to be less engagement at the tail end of podcast episodes. These marketplaces earn a commission on any ad sales they help generate. join the evolution. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. How many downloads do you get on average? Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. Shop Courses Episodes About Home Events Blog. 3) Ask if they'd be open to doing a phone call to speak further. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. For more on that, check out Should I Sponsor a Podcast? , youll include a trackable link to your podcast description. This Is Important: a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. That means the audiences they build around them generally share a common interest. What are your per episode engagement rates? This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. Summary: What to Consider to Land Podcast Sponsorships. However, a significant and engaged following is required to monetize your podcast through donations. At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. start your evolution. want to work with these influencers, while only 22% prefer celebrities! How Do I Create a Good Podcast Advert or Sponsorship Slot? . Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. Consistently engage with your podcast subscribers to encourage user-generated content. How can the sponsor benefit from your promotion. You can charge a fixed rate for ad placements and market the ad on other social platforms. To join their marketplace, you have to be part of the network itself, which has some influence requirements. Sure, engaging content and growing listeners can monetize your podcast, but sponsorships help you achieve both, while maximizing your profits. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. There are main 4 ways how to find a sponsor for a podcast. No credit card needed. 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. That's because you can prove your show's worth with statistics. How many downloads do podcast sponsors require? For another, it could be an important income stream in their business, where they're actually paying a team of freelancers and assistants to work on their show. Whats in it for your sponsor? But the other big strength of podcast sponsorship is in the delivery method. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. 1. 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. 3) You Can Create Long Form Content. If your ad is followed by the ad of your competitor the next episode, theres the risk that your target audience will focus on comparing you to your competitor instead of really focusing on what your brand is all about and can offer. Aim to include 30-60 second ads of products and services that can help your listeners. The fancy term for this is designing a media kit. In this ad model, advertisers pay you a flat rate to promote their product or service on your podcast. : Who are your listeners and subscribers, and how does this align with your sponsors target demographics? You have freedom on the script, so it sounds natural. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. For a 25-second pre-roll ad spot, they reveal that youll pay about $15 CPM. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. It is also the most lucrative and most straightforward way to make money from podcasting. When it comes to podcast advertising, there are different ways that the pricing can be structured. The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. 3 important things you need to know about podcast monetization 1. You may not have a ton of listeners, but brands will take notice if you have a few hundred of the right kind. 2. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. Youll be surprised by the niche subjects that podcasts cover. Best for: Podcasters who don't want to split the revenue with a network. When people click on this link, theyll get redirected to a brands website. Podcast hosts can set a fixed-rate, where they charge a standard rate for ad placements. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. 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. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . How do your listeners and subscribers find your podcast? Podcast sponsorship is the most traditional method of monetisation in the medium. Its a win-win for everyone involved. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. Ensure you routinely evaluate user loyalty to determine if your techniques are working. browse the shop. 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. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. 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! Granted, targeting isnt exclusive to podcasts. The agency has worked with brands in different industries, including politics, education, and non-profit organizations. It also feels more natural, and, depending on who the host is, you might be able to take advantage of their unique personality. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. Doing the ads yourself is going to make them more effective. Grow your audience and plan towards earning from your show! A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. You can also use in-person and online promotion tactics to promote your podcast to a centralized group. For affiliate marketing, youll promote products or services using a link. Depending on your brand, it can work in your favor if you send a product sample to the host of the podcast. Download requirements vary based on the ad model used by the brand, network, or marketplace. There are several more banks on this list. 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. For an ad double the length, the CPM rate is $25. This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. In exchange for giving the brand exposure, you earn money! In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. This exercise is especially important if you run ads on different shows. 2. 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. Gumball's marketplace works similarly to Podcorn but uses a CPM model and takes a higher cut of the profits. Accidental Tech Podcasts sponsorship rates start at $5,500. 5. 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. Check out the opening few minutes in Season 2, episodes 2, 3, and 4. Brands set filters to find podcasts they want to buy host-read ad space from. Like banks, insurance companies often have specific categories of brands they sponsor. Dont know where to start? Consider the most-fitting brands to work with. Plus, I explain why parallelism is important, especially in resume writing."How to improve you grammar" was written by Susan Herman, a retired U.S. government analytic editor, language analyst . Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. 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. Here are some tips for getting started: Write a Remarkable Proposal The value of sponsored content is that it can help to boost brand recognition. This seems like an intuitive no-brainer, but it has to be mentioned off-top. There are four main ways that you can use podcasting to make money. One single medium has so much potential which should not be ignored by any marketer out there. The average rate for a 60-second podcast ad per CPM is roughly $25. 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. Reach out to info@buysellads.com for the requirements to join. Not only will the brands see it and make judgments, but also Podcorn will be able to suggest better sponsors for you. When deciding which food brands to work with, consider the ones you already like. Have any questions about this guide? They hit the sound board hard, but it definitely grows on you. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. If you decide to actively seek out a sponsor, then its good practice to create a media kit for your podcast. Best for: Independent podcasters, new podcasters. Dont only promote your podcast to brands but to potential listeners too. This is totally topic dependent, but a few examples might be. Post classified ads for sponsorship, guests, co-hosts, cross-promotion. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. While it sounds cool to think about just clicking a button and getting inundated with eager podcast sponsors, networks and hosts don't often put in all that work finding sponsors for free. Which Other Methods Can You Use to Monetize Your Podcast? This is a method of measuring advertising based on audience numbers. Affiliate marketing is booming. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. Perhaps you have only a couple hundred or no more than a thousand subscribers, but theyre qualified leads for your sponsor and match their target buyers. 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. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. Sponsors often want podcast hosts with a personal interest in the products and services they sell. Have attracted and engaged you for some time. Verified. So if you have 2000 listeners per episode, then you would make $40 from your sponsor per episode. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. Brands can collaborate with creators on the network to create unique ads that reach their target audience. Heres our full guide to creating a podcast media kit. The last element is the call to action. , youll be able to access numbers provided by the platform. 0:00. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Niche. The next decision to make is choosing a sponsorship model. There are peak times when your audience is most active. At the end of the day, 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. For identifying potential sponsors, think of products or services you use that would also improve the lives of your listeners. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. 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. 5) Podcasting Can Become a Second Income. What do sponsors look for in a podcast host? 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. Benefits of Podcast Sponsors. Here are some ad marketplaces to consider. Alternatively, you can simply offer subscription tiers or ask directly for donations. Basically, you could name your price. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. Mid-roll ads are typically longer (they can be as long as 90 seconds), while pre-roll and post-roll ads are usually about only 30 seconds long. People love podcasts and theyve become increasingly popular in recent years. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. How many monthly subscribers do you lose? Lets talk a bit about both approaches. Podcast Pro Membership The Blog Shop Courses Events Partners Podcast About Home 1:1 Coaching. Hes sourced sponsorship from the makers of many of the products he uses himself. Can be more difficult for the inexperienced presenter to get right first time. If you received a significant increase in website visits or sales the week after your ad aired, it could potentially be linked to the ad. 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