What do sponsors look for in a podcast host? In other words, the ads placement can change from pre-roll to mid-roll to post-roll. Websites need content; podcast ads need scripts. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. Podcast sponsors always look for high-quality shows working in profitable niches. Brands like this include Coca-Cola, Burger King, Pepsi, and Starbucks. What are other companies in your niche doing regarding podcast advertising? So, theres a lot of money to be made by means of podcast advertising. Episodes. 3) Ask if they'd be open to doing a phone call to speak further. No credit card needed. Pitch directly to brands. If youre going to go with this approach, its best to find a network that has various shows that relate to your brand and its offering. It can be CPM, value-based, or affiliate. Podcast Sponsors Can be more difficult for the inexperienced presenter to get right first time. You can charge a fixed rate per 1000 episode listens. When your podcast listeners click on this link and purchase, youll earn money based on your affiliate commission rates. 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. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. The fancy term for this is designing a media kit. Theyre paying you for a service, and you need to deliver and try to keep them happy. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. Do I consistently get at least 200 downloads per episode? Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. Helping folks all around the world start and grow a successful podcast since 2007. When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. 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 an insane number of subscribers to secure podcast sponsors. 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. When you reach out to brands for podcast sponsorships, personalize your pitch. This exercise is especially important if you run ads on different shows. Benefits of Podcast Sponsors. This isnt an 8-minute long advert. You can reach out directly to brands for podcast sponsorships. A podcast website is a great way to increase listenership and bolster your content with the use of blogs, images, and much more. 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 crucial part of securing sponsorships is to put your audience at the forefront. Here's how to turn yours into paid content. Do they regularly engage with them? Here, youll talk about a product or service during the recording of your episode. You can include a media kit in your pitch email that includes things like: If you don't hear back after the first email after a week, consider sending a friendly follow-up email. Usually, the host will read a scripted ad either before, during, or after the episode. Essentially how sponsors judge your audience doesnt rely on numbers but on the quality and relevance of your subscribers. Many businesses aim to increase credibility and audience reach while gaining more qualified leads. Which Other Methods Can You Use to Monetize Your Podcast? : Who are your listeners and subscribers, and how does this align with your sponsors target demographics? You could charge more for these ads. 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. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. Here are the four main ways to reach out to potential sponsors. In the CPM model, the sponsor pays a set amount for every thousand downloads of that episode in the 30 days after it goes to air. 1. 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. You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. Figure out why a brand should want to advertise on your 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. If the podcast is released in seasons, its typically mentioned in the title or shownotes. 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. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. On the flip side, theres no cap on what you could potentially earn, if your ads resonate with your audience. 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. Subscribe to the Podcast to receive alerts as new episodes post. Around 24% of the US population (68 million) listen to multiple podcasts weekly. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. It's calculated by dividing cost by impressions, then multiplying that number by 1000. This seems like an intuitive no-brainer, but it has to be mentioned off-top. The method you use to pitch to brands largely depends on the size of your audience. That's because you can prove your show's worth with statistics. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. The idea isnt to imitate exactly what theyre doing, but instead to create your own podcasting marketing campaign thats better. This ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. Some of the top podcast directories include: Youre not limited to how many podcast directories you can join. Thank people for listening at the end of your episode. 1. 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. Consider the most-fitting brands to work with. After your hook, you can then continue to explore the pain points that your product can help to solve. Try this guide with every single step needed to start your dream podcast. On the other hand, The Atlantic suggests that podcast ad rates can be as much as $40 per 1,000 listeners, while other online sources suggest that it can be as high as $50. More fans than youd think would be willing to donate. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. 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. Many podcast hosts do this and earn money to reinvest into their podcasts. Use our. 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. 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 . This Is Important Podcast. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. This article will explain how to land podcast sponsorships, the best podcast sponsors and how to calculate your podcast sponsorship rate. that were shared during the podcast, you can also look at indirect attribution. , with US Bank in 7th place and Bank of America in 8th. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. The title of your episode gives subscribers an idea of what the episode covers. Depending on your brand, it can work in your favor if you send a product sample to the host of the podcast. Remember, brands have podcast sponsorship goals. 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. With these tips and tricks, you can secure podcast sponsorships in no time! Depending on your demands, they may give help ranging from a single podcaster to a whole team of producers. Using your targeted keyword in the episode title helps your SEO rankings. Information about your audience. This Podcast has been fun to listen to. Here are the three primary metrics in podcast advertising. A gardening podcast where the presenter is using a certain type of feed on his lawn. Sponsor message. But the other big strength of podcast sponsorship is in the delivery method. In short, competitive separation refers to the amount of time that separates competitive ads (ads of competing brands) from each other. From the different types of ads to average ad rates, heres the most important information you need to get started. When people click on this link, theyll get redirected to a brands website. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. Don't worry about downloads. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. 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. 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 . . Claim Ownership. How you develop an online presence depends on how you treat your audience. No more than a month shouldve passed between two episodes, unless theyre taking a season break. For an ad double the length, the CPM rate is $25. Grow your audience and plan towards earning from your show! Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Theres whats known as the CPM model (or cost per thousand listeners). For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. EwThatsGross. This refers to the number of sales or sign ups they get as a result of the ad. There are a couple of factors that will impact an ad spots price. Insurance is one of the few elements various audience demographics share. Consider affiliate programs aligned with those products. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. If you pick the latter approach, you can, for example, try Midroll. Podcast advertising rates are generally calculated based on a show's CPM (cost per mile). You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. Hes sourced sponsorship from the makers of many of the products he uses himself. For podcast advertising, it is hard to give a benchmark 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. When you join a podcast network (Midroll, Acast, etc. 10 out of 10 would listen again. Subscribe to the podcast in the media player of your choice. Secondly, it can be more authentic. How to Get Sponsors for Your Podcast. 0:00. Here, you run ads in the same manner as above. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. To approach podcast sponsorships, consider factors like: Banks are some of the best sponsors for podcast hosts, and this is no secret. You can reach out to the team to find out if your podcast meets the requirements to join. Besides reach, podcast marketing for brands is also about conversions. There are several more banks on this list. Therefore, it is vitally important that you know who listens to your show. You can do this by using specific keywords during your podcast episodes. The following are examples of the type of information that youll share in your media kit: In addition to podcast sponsorships, there are also two other options: affiliate marketing and selling merch. Transcript. You can do the ad during your recording, or you can record and mix one separately and stitch it into the finished episode. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. Podcast sponsorships are usually based on the number of average downloads your podcast received. Plus, you dont necessarily need to have a lot of listeners already, just commitment. Because your audiences are passionate about art, it makes sense to work together. Niche. Brand Awareness through Sponsored Podcasts. When subscribers or listeners comment or ask questions, address them promptly. Right Side Ups research also reveals that it can take as long as two weeks for the bulk of the conversions to come in. Looking to level up your podcast? There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. 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