4 Ways to find podcast sponsors. Granted, targeting isnt exclusive to podcasts. 2) Podcasting Is an Easy Platform to Create Content. the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. For another, it could be an important income stream in their business, where theyre actually paying a team of freelancers and assistants to work on their show. Today, that number is nearly 40% with 24% of . This type of ad although delivered by you can still be seen as an interruption by some of your listeners. Brands set filters to find podcasts they want to buy host-read ad space from. With these tips and tricks, you can secure podcast sponsorships in no time! Contact an insurance companys marketing department and pitch a sponsorship. Of course, you must have a positive image to reflect well on the sponsors you want to secure. Not only should you research what your competitors are doing, but also the podcasters that you consider using. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. Get sponsorship deals with food brands! The agency has worked with brands in different industries, including politics, education, and non-profit organizations. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. , youll be able to access numbers provided by the platform. Here are some tips for getting started: Write a Remarkable Proposal From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. Here are a few ways you can optimize your chances of success. But within their small audience, they achieve impressive engagement rates and have established credibility and authority. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. 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. Affiliate marketing is booming. What can you offer brands? If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. Research the sponsors you are considering and see if . 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. Banks are some of the best sponsors for podcast hosts, and this is no secret. Not fully bought into the sponsorship route, but want to explore monetisation. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. But sponsorships arent easy to land. Without the right audience, they cant achieve this through sponsorship. People love podcasts and theyve become increasingly popular in recent years. To give you a further idea of what you can expect to pay/earn, here are some of the rates charged by specific podcasts as revealed by Ardor SEO: Ultimately, the podcaster and business looking to place an ad will have to reach an agreement regarding the rate as there are no rates set in stone. Podcast promos are more effective than traditional ads since they target the right audience for your show. Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. 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. Your podcast niche is art. other podcast monetisation avenues are available. I also mentioned dedicated website sections, host recommendations, and coupon codes. Think of it this way: Over two-thirds of listeners act based on the ads they hear on podcasts. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. And by joining multiple, you can expose your brand to a much wider audience. Niche. An argument for this could be that any baked in ads you ran 100 episodes ago, or 5 years ago, are still being played in your back catalogue, but youre no longer earning from them. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. On the flip side, theres no cap on what you could potentially earn, if your ads resonate with your audience. It also feels more natural, and, depending on who the host is, you might be able to take advantage of their unique personality. And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! Where are your listeners located geographically? By looking at how your competitors are using podcasts, you can identify shows that you can contact or networks that deal with relevant topics. It's calculated by dividing cost by impressions, then multiplying that number by 1000. Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episodes release. 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. The alternative is that you script up your ad, record it as its own segment, and edit it into the episode. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. Youve slowly built up a level of trust with them. 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! Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. Sign up free. Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. You can do this by using specific keywords during your podcast episodes. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. Whats more, 60% of listeners revealed that they actually searched for a product after it was mentioned on a podcast. Your audience will naturally build your reputation and social proof. If youre a podcaster looking to monetize your content, you can also benefit (and were not just referring to all the potential free product samples). Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. Around 24% of the US population (68 million) listen to multiple podcasts weekly. There are different types of paid ads that you can run on your podcast. You basically lost that one shot that you had. Listeners can fast-forward as soon as they hear the change in cadence or background sound. Planet Money. 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. That doesnt necessarily mean someone will be willing to pay it. Not only will the brands see it and make judgments, but also Podcorn will be able to suggest better sponsors for you. Most hosts take commission. Its just so well done that its hard to notice an ad has actually started. In addition to tracking unique promo codes that were shared during the podcast, you can also look at indirect attribution. 1. , with US Bank in 7th place and Bank of America in 8th. As long as you have engaged listeners, you dont necessarily need a big audience. Instead, the host of the podcast will mention which brand has sponsored that specific episode. For example, on Patreon you can add merch to your different membership tiers. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. Especially if youre contacting a large company. Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. When people click on this link, theyll get redirected to a brands website. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. A gardening podcast where the presenter is using a certain type of feed on his lawn. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. These marketplaces earn a commission on any ad sales they help generate. Podcast Pro Membership The Blog Shop Courses Events Partners Podcast About Home 1:1 Coaching. For example, let's say a podcast sponsor is offering $20 CPM. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. Product placement ads are pretty straightforward. Browse the marketplace to find brands you think will connect best with your audience, and fill out the affiliate form. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. Do their posts get a lot of likes? The better your podcast, the greater your leverage when it comes to negotiating with your potential sponsor. Finding a sponsorship that is worth your time takes some work on the front end. These slots are known as: Mid-roll is the most desired spot (and thus, the most expensive). Best for: Podcasters who don't want to split the revenue with a network. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. You have freedom on the script, so it sounds natural. Brands can collaborate with creators on the network to create unique ads that reach their target audience. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. Does this business need an improved social media image? this is an excellent example of where listeners are being pointed to. Include pre-roll ad? @podimportant. Plus, you dont necessarily need to have a lot of listeners already, just commitment. Those subscribers are as good as nothing. Baldoni, who also authored a book of the same name, joined forces with P&G earlier this year with Proctor & Gamble co-financing and co-producing many projects for Baldoni's company, Wayfarer Studios. Our very own CEO Mark Asquith, Community Manager Ramona Rica, Podcast Websites member . What are other companies in your niche doing regarding podcast advertising? In other words, the ads placement can change from pre-roll to mid-roll to post-roll. While both art and gardening may be hobbies, these audiences expect significantly different content. Best for: Can work for all podcasters depending on the type of marketplace. Podcast sponsors aren't going to work with just any podcast host. Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. You are here: Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). . Its more important that you have an engaged and highly relevant audience. So, theres a lot of money to be made by means of podcast advertising. The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. 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. This refers to the number of sales or sign ups they get as a result of the ad. 4) Podcasting Can Help You Build a Personal Brand. Your affiliate manager can make or break the success of your affiliate marketing program. You cant deliver the same value for all sponsors you reach out to either. Just like other types of content, your intro will need to grab attention immediately. 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. Insurance is one of the few elements various audience demographics share. Why should you even pursue sponsors, though? Podcast ads typically use special promo codes as calls to action. 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. 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. 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. Post-roll is the least optimal position for an ad, but its also the cheapest. 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. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. A smaller audience doesnt make it any less valuable though. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. Best for: Any podcaster; best option for those with a small audience. When it comes to physical education in our country's schools, parents, teachers, and administrators alike typically place it at the bottom of their list of priorities something to fit in if budget, time, and academic standards allow. This means that the ads placement can change from pre-roll to mid-roll to post-roll. The brands products/services will be promoted at some point in the creators podcast episode. 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. 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. 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. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. There are no download requirements to start affiliate marketing, and it's one of the easiest ways to get your first sponsor. You dont need an insane number of subscribers to secure podcast sponsors. . Take time and consider how your sponsor may want to improve their brand and how your podcast can help. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. You dont need to think or worry about doing your ad reads during the recording session. We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products. Podchaser also lists average ad costs for podcasts that generate a lot of listeners. The scripts are often read by the podcast host which means that theres better continuity and the ad will feel more part of the podcast. 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. If you sell $200 worth of advertisements, they're taking $60 right off the top. Thank people for listening at the end of your episode. For one podcaster, the thought of covering their web and hosting costs is enough. They can build them right into the story world. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. What to Know Before You Approach a Potential Sponsor. Talenti on Gastropod and Spilled Milk. That means the audiences they build around them generally share a common interest. Have I worked to build trust with my audience? If you pick the latter approach, you can, for example, try Midroll. Send out a survey to get some answers. 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. 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. LISTEN TO THE PODCAST. These include ad length, size of the podcast audience, niche, and timing. How many new monthly subscribers do you gain? 1 Code. In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. Usually, the host will read a scripted ad either before, during, or after the episode. Understand the brands values, audience, and how you can work well together. Right Side Up, a growth marketing consultancy, recommends that you run your podcast ads for 7-10 weeks. Step 2 is choosing your category and country. 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. , social media marketing, etc, you should remember to track your progress to work out the ROI. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. And once you do, use the top SEO tactics and develop an affiliate marketing campaign to monetize your earnings. 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. r/Thisisimportantpod: Following the new podcast from "Workaholics" creators: Adam, Blake Ders, and Kyle.allegedly Press J to jump to the feed. More fans than youd think would be willing to donate. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model. 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. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. Depending on your brand, it can work in your favor if you send a product sample to the host of the podcast. Businesses prefer working with podcast hosts that have somewhat of an. This Is Important Podcast. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. With affiliate marketing, youll include a trackable link to your podcast description. 3) Verbatim Script. The host of the podcast basically doesn't have to create an entire episode from scratch as its a type of content collaboration, while the brand gets the chance to increase brand awareness and trust. If its dynamic, the ad is separate from the original episodes recording. 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. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. Step 3 is your posting frequency. Companies know who purchases their products, and they are looking to partner with podcasts that can deliver that audience. 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. What products or services would add value to my listeners? That's why it's important to lay the right foundation and use the following best practices. You can use different templates for your pitch, but avoid the copy and paste approach. Heres our full guide to creating a podcast media kit. Reading ads for more than 10% of your podcast's total episode length can backfire. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. Podcast hosts like this are more valuable for brand sponsorships than creators with thousands of subscribers but no niche authority or below-average engagement rates. Using an affiliate marketplace is a great way to start monetizing in the early stages of your podcast. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. 140. A verbatim script is just that. Sure, engaging content and growing listeners can monetize your podcast, but sponsorships help you achieve both, while maximizing your profits. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. In this Catalyst interview, Denise shares how she's navigated the B2B world for more than 20 years, the importance of finding and becoming a sponsor and mentor, and how WorkForce Software is working around COVID-19. Can be more difficult for the inexperienced presenter to get right first time. . Mitch Russos Tribe Builders Podcast charges $1,500 per month. . Use our. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. 22 votes. 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. You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. A crucial part of securing sponsorships is to put your audience at the forefront. 141 episodes. 2. ddp1987. A podcast website is a great way to increase listenership and bolster your content with the use of blogs, images, and much more. How the Sponsor Can Benefit from Your Promotion. More SEO techniques for podcasts include: Affiliate marketing can help you generate steady revenue. EwThatsGross. However, there may be requirements, and your earning potential relies on the size of your audience. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. 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 nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. Thanks to its popularity, podcasts are excellent for advertising. However, a significant and engaged following is required to monetize your podcast through donations. Verified. 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