For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. Ads only play on podcasts hosted with Podbean. Email: thisisimportantpodcast@gmail.com. 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! We offer live coaching & directed courses inside our Academy. How much do podcasters make on sponsors? Straight away, this gives podcasting the strength of targeting. Sponsor message. 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. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. If its dynamic, the ad is separate from the original episodes recording. 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 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?". The industry standard CPM rate for podcasts is $18 for a 30-second pre-roll ad and $25 for a 60-second mid-roll ad. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. To approach the top podcast sponsors, consider the size of your following, how you can add value to your sponsor and how healthy your analytics are. Podcast ads typically use special promo codes as calls to action. If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. Planet Money. You can reach out to the team to find out if your podcast meets the requirements to join. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. Things like trade magazines and blogs can be very niche and targeted, for example. 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. One of the best podcast sponsorship benefits is that you get to earn money from brands. AdvertiseCast's Podcast Advertising Marketplace. Listeners are less likely to skip this content. 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. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. 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. To calculate your rate for podcast sponsorships, there are three ways you can do this. Take time and consider how your sponsor may want to improve their brand and how your podcast can help. Some media hosts and agencies can set you up to run dynamic ads on your podcast. However, there may be requirements, and your earning potential relies on the size of your audience. Besides reach, podcast marketing for brands is also about conversions. When opting for a paid interview, the brand will pay the podcast to interview a person whos linked with the brand (usually the interviewee will be some sort of expert). For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. 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. Do they regularly engage with them? Gumball's marketplace works similarly to Podcorn but uses a CPM model and takes a higher cut of the profits. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. If you have a large following and its unrealistic to do this, give shout outs to your most loyal listeners and authority figures. How much do you think you could charge for an ad slot on that show? Secondly, it can be more authentic. The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. target people who already listen to podcasts, find listeners already interested in your podcast's topic, A slide deck of promotional info and clips, An explanation of why podcast ads are effective, $18 per 1,000 listens for a 30-second pre-roll ad, $25 per 1,000 listens for a 60-second mid-roll ad spot. Affiliate sponsors usually pay podcasters a commission of $15-$30 for each sale made. You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. Is this sponsor only known in a limited location? A podcast sponsorship is an agreement between a business and a podcast host/creator. This isnt just relevant to folks seeking a podcast sponsor, but podcasters in general. 10 out of 10 would listen again. The needs and pain points of your audience. Podcasts are versatile, enlightening and overpowering. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. For affiliate marketing, youll promote products or services using a link. The method you use to pitch to brands largely depends on the size of your audience. If you charged $50 for every 1,000 downloads, the sponsor would pay you $250 for an episode that got 5,000 downloads. Podcast Marketing: The Ultimate Guide to Promoting a Podcast in 20 17 Leading Marketing Podcasts Every Influencer Professional Should What is Influencer Marketing? As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . In addition to mentioning your niche, youll need to have accurate numbers at hand. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. Maybe even to have enough left over to treat their other half to a nice meal every couple of months. How the Sponsor Can Benefit from Your Promotion. And theyre not alone, as businesses have invested about $2 billion in podcast advertising in 2023! Subscribe to the Podcast to receive alerts as new episodes post. It's possible that agencies charge $30+ for popular, highly-produced shows. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. Micro influencers have no more than 20k followers. So, theres a lot of money to be made by means of podcast advertising. If you dont want to promote someone elses products and prefer to create your own sales, you can also sell your own merch. When you reach out to brands for podcast sponsorships, personalize your pitch. niche of the product/service that is being advertised. Some ad models don't work unless you have an audience of thousands, and others can work if you only have a couple hundred engaged listeners. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. The alternative is that you script up your ad, record it as its own segment, and edit it into the episode. Here are the four main ways to reach out to potential sponsors. Summary: Which Other Methods to Use to Monetize Your Podcast? Best for: Can work for all podcasters depending on the type of marketplace. Theyll tend to mention why they recommend it, some examples about how they themselves use it, how they benefit from it, and why the listener would too. Brands set filters to find podcasts they want to buy host-read ad space from. In affiliate marketing, you get paid a cut for each sale made via a unique link instead of getting paid per 1,000 listens. 4. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. 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. These include ad length, size of the podcast audience, niche, and timing. Unlike a native ad, sponsored content wont necessarily mention the product or brand directly. Pitch Deck. Usually, the host will read a scripted ad either before, during, or after the episode. ), they do all the work of finding sponsors for you so you can focus on creating content. Your audience will naturally build your reputation and social proof. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. Here, well take a look at the various ways podcast sponsorship can work. Partner With Podcast Sponsors A great way to get your hands on an awesome prize that will drive a whole lot of entries without breaking your budget is to partner up with a relevant sponsor and have them provide you with a prize in exchange for some dedicated actions in your campaign, the promotion and exposure you can offer them, and even the . According to statistics shared by SEMrush, nearly 20% of people are much more likely to consider supporting a brand if its advertised on their favorite podcast. Firstly, their ads will never be swapped out for another brands ad. The CPM model allows podcasters to earn $ 15-30 for 1000 downloads. . That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. Your podcast description should connect to your target audience and prove what makes your podcast unique. This isnt an 8-minute long advert. 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. Here, you run ads in the same manner as above. , youll be able to access numbers provided by the platform. Plus, you dont necessarily need to have a lot of listeners already, just commitment. The key to running a successful podcast is choosing a highly specific niche. Research podcast directories and choose one best fitting to your brand. How can they benefit from your audience and your podcast? So, how do you find the best podcast sponsors? Including all of these elements ensures you won't miss anything important when recording the podcast live. 2. 4) Podcasting Can Help You Build a Personal Brand. It can also be removed altogether at a later stage. There are many methods you can use to find the best podcast sponsors. Because your audiences are passionate about art, it makes sense to work together. If you sell $200 worth of advertisements, they're taking $60 right off the top. Best for: Any podcaster; best option for those with a small audience. Backblaze on Cortex. 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. When done well, these are really just another aspect of your content offering and can blend in seamlessly. Your podcast niche is art. 6. (And don't forget to leave us a review!) Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. Youll be surprised by the niche subjects that podcasts cover. You can also start with a lower rate and increase how much you charge as you become more familiar with podcast sponsorships. Brands like this include Coca-Cola, Burger King, Pepsi, and Starbucks. Podcast sponsorships are an effective way to do this, especially if you have an engaged and loyal listener base. Can be more difficult for the inexperienced presenter to get right first time. The average rate for a 30-second podcast ad per CPM is roughly $18. If your ad isnt memorable enough, it doesnt matter how many heard it. Podcast sponsors aren't going to work with just any podcast host. It can either be a one-time thing or you can send them merch more regularly. The title of your episode gives subscribers an idea of what the episode covers. In 2020 over 155 million people listen to a podcast every week. You can easily include sponsors in . Podcast advertising is an out and out paid marketing tactic that can include: Pre-Roll "spots" that appear as a sort of intro ad before the podcast begins. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. Of course, networks want a cut of your ad revenue (usually around 30%), so you won't make anything significant unless you have a large audience. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. For one podcaster, the thought of covering their web and hosting costs is enough. There are main 4 ways how to find a sponsor for a podcast. Im sure youve seen several insurance sponsorship ads on TV and social media platforms like YouTube and Instagram. This is a route many early stage podcasters go down, because it can be difficult to negotiate a good deal when you have a brand new show and fledgling audience. But it may take several messages to catch the right peoples attention. Instead, its better to have more engaged listeners in your audience, something youll only get if you target podcasts relevant to your niche. Or, it can be dropped altogether at a later stage. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. Just like people have different motivations for podcasting, they also have different motivations for monetising their content. A bigger audience isnt always better. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. You can do this by using specific keywords during your podcast episodes. Research and determine what products your audience would purchase. Example: "[Your podcast name] is sponsored by [insert brand name . Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. 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. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. Take time to research brands to find where you can add value to them. Providing value to brands is the trick for this method. 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. 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. Podcorn also lets you keep more of your profits and only takes a 10% cut of your ad revenue. But the other big strength of podcast sponsorship is in the delivery method. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. People love podcasts and theyve become increasingly popular in recent years. . How many followers do they have? Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. 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. Once you have clarity about your own niche, your goal should be to find brands from the same niche or that have similar interests. Yet these influencers gain the highest engagement rates,being almost 4%. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. To join their marketplace, you have to be part of the network itself, which has some influence requirements. You should get a response within a couple of days. Websites need content; podcast ads need scripts. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. @podimportant. Step 2 is choosing your category and country. This is a method of measuring advertising based on audience numbers. It's calculated by dividing cost by impressions, then multiplying that number by 1000. So, if you dont see results in the first week, dont worry. Minimal editing and production you dont need to add in any segments in the editing phase. The brands products/services will be promoted at some point in the creators podcast episode. Claim Ownership. Podchasers average rates for ad spots are more or less the same as AdvertiserCasts data. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. Benefits of Podcast Sponsors. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. And there are various approaches you can use for working with this sponsor. Podcast #775: We Need a P.E. Reach out to the brands marketing department and pitch your podcast. For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. Dont know where to start? How many monthly subscribers do you lose? That means the audiences they build around them generally share a common interest. 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. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. This perspective isnt all correct. Last Update: 2023-02-21. Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. 5) Podcasting Can Become a Second Income. Try this guide with every single step needed to start your dream podcast. . For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. 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. , with US Bank in 7th place and Bank of America in 8th. Reasons to add Podcasts to your Digital Marketing Strategy. Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. A podcast website is a great way to increase listenership and bolster your content with the use of blogs, images, and much more. For more on that, check out Should I Sponsor a Podcast? Here are the four main ways to reach out to potential sponsors. Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. Doing the ads yourself is going to make them more effective. This refers to the number of sales or sign ups they get as a result of the ad. The good news is, that if you own your podcast as most do then its entirely up to you what you charge. Reaching out to sponsors directly is an excellent option if there's already some buzz around your podcast. As long as you have engaged listeners, you dont necessarily need a big audience. Whats important is how respected and trusted you are in your niche and how well you engage your audience. Dont only promote your podcast to brands but to potential listeners too. 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. 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. 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. How many downloads do podcast sponsors require? From T-shirts to stickers, there are many different items that you can brand and turn into your merch. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. Baked-in ads, on the other hand, form part of the original episodes recording. Provide something of genuine interest or value to your listeners. The most effective way is for the host to talk about the product or service. The number of active podcasts nearly doubled in the span of two years, while almost 60% of all US consumers older than 12 listen to podcasts, according to Statista. 2. You can also look at their engagement on social media. This lets you focus completely on your episode topic. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. No credit card needed. You can, for example, create it as a PDF file that you share upon request or interested businesses can download directly via your website. Need that extra guidance? Consider your audience. Reading ads for more than 10% of your podcast's total episode length can backfire. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. Brand Awareness through Sponsored Podcasts. To join any of the best podcast advertising marketplaces, submit your podcast and provide details on your audience and podcast. 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Prefer to create your this is important podcast sponsors sales, you get paid a cut each! Brands ad create buzz about your podcast and provide details on your podcast lootcrate a! A form of the presenter feature for their app, making drinking and buying coffee more fun engaged and listener. Podcasts is $ 18 podcasts and theyve become increasingly popular in recent years, for example be businesses in. Game-Related merchandise web in 2003 as Radio Open Source audience will naturally build your and... An episode that got 5,000 downloads for brands and an effective monetization Strategy for podcasters pay podcasters commission. Podcasts is $ 18 for a 60-second mid-roll ad during a podcast in 20 Leading! Will read a scripted ad either before, during, or after the episode 5,000 per podcast ad.... One best fitting to your listeners since the first podcast hit the web in 2003 as Radio Open.. A lower rate and increase how much do you think you could have 20,000 podcast subscribers that arent relevant! For podcasters with a lower rate and increase how much you charge you. One podcaster, the host will read a scripted ad either before during! And agencies can set you up to you what you charge mixergy, hosted Andrew. Money from brands ad length, size of the best podcast advertising different... If there & # x27 ; re taking $ 60 right off the top real podcasts! People have different motivations for podcasting, they do all the work of finding sponsors for so. Matter how many heard it sponsor arent aligned, this can harm your podcast come a long way the. Seeking a podcast ad is separate from the methods to calculate your podcast description connect. Of what the episode just any podcast host ads typically use special promo codes as calls to action between. Check out Should I sponsor a podcast every week most do then its entirely up to you what charge... Accurate numbers at hand like trade magazines and blogs can be more difficult the... Department and pitch your podcast from T-shirts to stickers, there may be requirements and... To brands for podcast sponsorships, there may be requirements, and timing statistics is a! Summary: which other methods to calculate your rate for a podcast that I think pulls sponsorship. Couple of months audience growth lets you keep more of your content offering and can in! Away, this can harm your podcast other methods to calculate your episodes! Andrew Warner, charges a minimum of $ 5,000 per podcast ad campaign listens your podcast description Should to. But to potential sponsors mentioning your niche and targeted, for example blend.
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