However, a significant and engaged following is required to monetize your podcast through donations. If you have a large following and its unrealistic to do this, give shout outs to your most loyal listeners and authority figures. Your podcast niche is art. Your podcast needs to have buzz or referrals to find a sponsorship. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. Play. How can they benefit from your audience and your podcast? CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. Like for blog content and YouTube videos, use SEO techniques to help your podcast episodes reach more listeners. Each CPM refers to 1,000 listeners/impressions. Podcast sponsorship is the most traditional method of monetisation in the medium. 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. Brands set filters to find podcasts they want to buy host-read ad space from. Also, mention how the brand can benefit from your promotion. Do they regularly engage with them? Ep 123: She's Not A Naked Grandma, She's My Mother 2023-02-21. 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. 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. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. In addition to tracking unique promo codes that were shared during the podcast, you can also look at indirect attribution. If you have a close connection with your listeners, brands will want to work with you. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. For example, on Patreon you can add merch to your different membership tiers. If you decide to actively seek out a sponsor, then its good practice to create a media kit for your podcast. You can charge a fixed rate for ad placements and market the ad on other social platforms. Send out a survey to get some answers. If you charged $50 for every 1,000 downloads, the sponsor would pay you $250 for an episode that got 5,000 downloads. Not only should you research what your competitors are doing, but also the podcasters that you consider using. Go ahead and click the green . Best for: Independent podcasters, new podcasters. This type of ad is generally about 30 seconds long and aired before the podcast or at the halfway mark (in other words as a mid-roll ad). Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. This is an arrangement where the podcaster, the sponsor, and the audience are all benefiting from every aspect of the agreement. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. 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. How many ads per episode? want to work with these influencers, while only 22% prefer celebrities! Their needs, wants, and pain points, The role your podcast plays in your niche or topic, Links to samples of your audio make it easy for them to hear you, Some examples of listener reviews youve had, Planning to approach a business about sponsoring your podcast? By looking at how your competitors are using podcasts, you can identify shows that you can contact or networks that deal with relevant topics. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. Reaching out to sponsors directly is an excellent option if there's already some buzz around your podcast. Verified. 10 out of 10 would listen again. Well also cover how to reach out to potential sponsors should you decide that it sounds like a good fit. There are three ways to calculate your rate, and these include: On average, the CPM for a 30-second ad is $18. Have I worked to build trust with my audience? Once at the Add-Ons Page, click "Activate" under "Monetize your show". Right Side Up, a growth marketing consultancy, recommends that you run your podcast ads for 7-10 weeks. Ensure you routinely evaluate user loyalty to determine if your techniques are working. 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. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. 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. You could charge more for these ads. Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. Does this business need an improved social media image? Benefits of Podcast Sponsors. This Is Important: a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. In exchange for giving the brand exposure, you earn money! Get sponsorship deals with food brands! What to Know Before You Approach a Potential Sponsor. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. This ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. 6. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. Do an audience Q&A session to answer some of the best user questions. Have attracted and engaged you for some time. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. Transcript. When it comes to podcast sponsorship, its a case of quality over quantity. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. Podfly. Your ad can appear in the first 10% of the episode (known as a pre-roll ad), in the middle of the episode (known as a mid-roll ad), or towards the end of the episode (known as a post-roll ad). If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. Micro influencers have no more than 20k followers. Here are our top 5 tips on landing your first sponsorship deal. This seems like an intuitive no-brainer, but it has to be mentioned off-top. You dont need to think or worry about doing your ad reads during the recording session. Listeners are less likely to skip this content. Check out our post on affiliates for podcasters where you can choose sponsors, based on your content, your audience, and which ones are a good fit for both. 917. Pitch Deck. According to their data, you can expect to pay anything from $1,000 to $3,000 to purchase an ad on a podcast that generates 100,000 listens. 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. Podcast listeners consume an average of seven different shows per week. 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 . Take time and consider how your sponsor may want to improve their brand and how your podcast can help. This is totally topic dependent, but a few examples might be. You can reach out to the team to find out if your podcast meets the requirements to join. 3) Verbatim Script. Product placement ads are pretty straightforward. 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. You can do this by using specific keywords during your podcast episodes. 4. The fancy term for this is designing a media kit. that were shared during the podcast, you can also look at indirect attribution. You basically lost that one shot that you had. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Like banks, insurance companies often have specific categories of brands they sponsor. Podcast ads typically use special promo codes as calls to action. Here, well take a look at the various ways podcast sponsorship can work. Here are the three primary metrics in podcast advertising. 1) You're passionate about a topic or have something to say. Additionally, you have a duty to your audience. Acquiring sponsorships: First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. Typically, these services will look for a certain level of downloads too. Here are a few ways you can optimize your chances of success. Check out this key take-away from one of our earlier articles: 8 Ways To Strengthen Your Niche Authority: There are different types of paid ads that you can run on your podcast. This means that they will be part of the show forever and cant be replaced or deleted altogether at a later stage. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. You can reach out directly to brands for podcast sponsorships. The method you use to pitch to brands largely depends on the size of your audience. 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. Theres a couple of options open to you here. From T-shirts to stickers, there are many different items that you can brand and turn into your merch. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. Ensure your approach is realistic, as insurance companies have highly targeted audiences. Join our private podcasting community with a 7-day free trial (no credit card required). The Most Ubiquitous Podcast Sponsors, Ranked, Podcast advertising spending in the United States from 2021 to 2025, 30+ Influencer Marketing Statistics to Have on Your Radar (2022), TOP 60 CORPORATE SPONSORS IN THE UNITED STATES. To join any of the best podcast advertising marketplaces, submit your podcast and provide details on your audience and podcast. 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. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. It can be CPM, value-based, or affiliate. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. So, if you dont see results in the first week, dont worry. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. With fiction podcasts, its obviously a little harder to nail down listener interests and demographics. Best for: Podcasters with 5,000-10,000+ downloads per episode. Figure out why a brand should want to advertise on your podcast. Your audience will naturally build your reputation and social proof. This builds a layer of trust and authority. 1. 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. Your choosing the right category in this step is especially important. It also feels more natural, and, depending on who the host is, you might be able to take advantage of their unique personality. In this ad model, advertisers pay you a flat rate to promote their product or service on your podcast. 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). In affiliate marketing, you get paid a cut for each sale made via a unique link instead of getting paid per 1,000 listens. 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. , youll include a trackable link to your podcast description. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. If youre a brand, youll be glad to know that its effective. . Here are the four main ways to reach out to potential sponsors. Minimal interruption to your content. 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. 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. Don't worry about downloads. Consider your audience. Not only are they easier to recall, but you can also track them to measure ROI. 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. @podimportant. Straight away, this gives podcasting the strength of targeting. 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. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. So, theres a lot of money to be made by means of podcast advertising. 6. 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. . Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. Right Side Ups research also reveals that it can take as long as two weeks for the bulk of the conversions to come in. Just head to your dashboard and click 'Marketing', where you'll . Thank people for listening at the end of your episode. The idea isnt to imitate exactly what theyre doing, but instead to create your own podcasting marketing campaign thats better. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Their self-service platform for podcast sponsorships helps match independent creators with affiliates they can authentically endorse. For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. 2. . 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. These marketplaces earn a commission on any ad sales they help generate. Here are some tips for getting started: Write a Remarkable Proposal Your podcast description should connect to your target audience and prove what makes your podcast unique. The only way to get this right is by understanding your sponsors and what they need well enough. Banner + text + CTA + link in each email that sends for each episode (est. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. 1) Reach out to a company and tell them you have a podcast with their ideal audience. 4 Ways to find podcast sponsors. If a brand buys an ad on your podcast for a CPM of $20, you're going to get paid $20 per 1,000 downloads. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. Give shout outs to new members. Summary: Which Other Methods to Use to Monetize Your Podcast? A running podcast where the presenter is using a certain piece of tech to measure her performance. Podcast Sponsors "SmartLess" with Jason Bateman, Sean Hayes, & Will Arnett is a podcast that connects and unites people from all walks of life to learn about shared experiences through thoughtful dialogue and organic hilarity. Its more important that you have an engaged and highly relevant audience. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. 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. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. 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. 3 important things you need to know about podcast monetization 1. Remember, brands have podcast sponsorship goals. 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. Brands can collaborate with creators on the network to create unique ads that reach their target audience. Planet Money. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. Using an affiliate marketplace is a great way to start monetizing in the early stages of your podcast. Just like other types of content, your intro will need to grab attention immediately. Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. (And don't forget to leave us a review!) Use our. Get rid of the sound board and this would be a 5* podcast. On the other hand, baked-in ads form part of the original episodes recording. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. 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. Grow your audience and plan towards earning from your show! This isnt an 8-minute long advert. Plus, as post-roll ads are generally slightly cheaper, it can end up being more cost-effective. There are several more banks on this list. 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. That means the audiences they build around them generally share a common interest. The Ultimate Guide for 2023, As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. You dont need an insane number of subscribers to secure podcast sponsors. The reason for this is that its simply riskier to pay significantly more for one ad even though it will reach a much bigger audience. Whether youre trying to grow your podcast for the first time or want to increase your revenue from sponsorship deals, you need to know everything about podcast sponsorships. For example, if the podcaster uses a site such as. From a brands point of view, baked-in ads are better. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. In addition to mentioning your niche, youll need to have accurate numbers at hand. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) How Do I Create a Good Podcast Advert or Sponsorship Slot? Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). Subscribe to the podcast in the media player of your choice. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone has assembled a crowd, and someone else would like to advertise a product or service to that crowd. 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. 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