this is important podcast sponsors

Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. Secondly, it can be more authentic. If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. Have any questions about this guide? Provide something of genuine interest or value to your listeners. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. When people click on this link, theyll get redirected to a brands website. 0:00. Category: Comedy. Podcast sponsorships are usually based on the number of average downloads your podcast received. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). Follow. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. Its called The Model Health Show. The two main ad formats used for these agreements are host-read ads and radio-style ads. Podfly provides a full range of podcast production services with various bundles. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. 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. "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. Unless you have a golfing, tennis, swimming, or football hobby, youre better off with brands more suited to you. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. 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. ), they do all the work of finding sponsors for you so you can focus on creating content. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. Not fully bought into the sponsorship route, but want to explore monetisation. 607 posts. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Thank people for listening at the end of your episode. This means that the ads placement can change from pre-roll to mid-roll to post-roll. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. Doing the ads yourself is going to make them more effective. Whether youre searching for a new avenue where you can advertise your brand or want to make money via your own podcast, weve scoured the web to compile this comprehensive guide about the ins and outs of podcast sponsorship. Source: Pete McPherson DYEB. . Most podcast monetization features come with a cost. For podcast advertising, it is hard to give a benchmark CPM. Claim Ownership. Podcast sponsors aren't going to work with just any podcast host. The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. For a 25-second pre-roll ad spot, they reveal that youll pay about $15 CPM. Go ahead and click the green . 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? This . This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. They can build them right into the story world. Dont know where to start? . Consider affiliate programs aligned with those products. In some cases, sponsors are more concerned about their cost per acquisition. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. Transcript. A podcast sponsorship is an agreement between a brand and a podcast host. 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. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. Granted, targeting isnt exclusive to podcasts. 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. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. If you have a business plan, you can also include a summary of it so that potential advertisers can get an overview of your show. 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. Consider your audience. This seems like an intuitive no-brainer, but it has to be mentioned off-top. But, many podcasts have much smaller audiences than that. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. This is an arrangement where the podcaster, the sponsor, and the audience are all benefiting from every aspect of the agreement. 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. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. If you host your podcast with Buzzsprout, you can use Buzzsprout's Affiliate Marketplace to connect with pre-vetted brands regardless of how many listeners you have. 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. Podcasters read the ads themselves and place them wherever they want within the episode. There are also a couple of factors that will impact an ad spots price. Make A Great Podcast. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. In the case of AdvertiseCast, it's a 30% commission. If you have a close connection with your listeners, brands will want to work with you. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. 135K followers. 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. 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. This perspective isnt all correct. When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. Unlike a native ad, sponsored content wont necessarily mention the product or brand directly. But if your audience is in the low hundreds, youll likely be better off seeking out your ideal sponsor and attempting to negotiate a deal with them directly. That's why it's important to lay the right foundation and use the following best practices. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. 4. CPM can work well for podcasts that have download numbers in the thousands. 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. 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. It can be CPM, value-based, or affiliate. Here, youll talk about a product or service during the recording of your episode. 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. Listeners can fast-forward as soon as they hear the change in cadence or background sound. 5. Helping folks all around the world start and grow a successful podcast since 2007. Our very own CEO Mark Asquith, Community Manager Ramona Rica, Podcast Websites member . How many ads per episode? Reasons to add Podcasts to your Digital Marketing Strategy. 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. Join our private podcasting community with a 7-day free trial (no credit card required). Even better, you don't . estimated that it was only $1.3 billion in 2021. . 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. How many new monthly subscribers do you gain? Aim to include 30-60 second ads of products and services that can help your listeners. 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. Minimal editing and production you dont need to add in any segments in the editing phase. What are your per episode engagement rates? Youve slowly built up a level of trust with them. . Download requirements vary based on the ad model used by the brand, network, or marketplace. The pricing of podcast ads can be structured in different ways. 1. Your affiliate manager can make or break the success of your affiliate marketing program. Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. , while the brand gets the chance to increase brand awareness and trust. 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. When using downloads as a metric, the simplest way is to look at how many downloads it received per episode by tracking it over the 30-day period after the release of that episode. 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. Best for: Any podcaster; best option for those with a small audience. Well also cover how to reach out to potential sponsors should you decide that it sounds like a good fit. There are different types of paid ads that you can run on your podcast. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. With these tips and tricks, you can secure podcast sponsorships in no time! The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. 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. 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. You have freedom on the script, so it sounds natural. Or, it can be dropped altogether at a later stage. 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 . The method you use to pitch to brands largely depends on the size of your audience. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. 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. Most hosts take commission. 2. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. While theres no set method for attracting sponsorships, there are a couple of proven strategies. Podcorn also lets you keep more of your profits and only takes a 10% cut of your ad revenue. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. Research the sponsors you are considering and see if . Request donations from your audience through Patreon. From a brands point of view, baked-in ads are better. More sponsors prefer working with this format. Summary: What to Consider to Land Podcast Sponsorships. It is also the most lucrative and most straightforward way to make money from podcasting. Podcast Marketing: The Ultimate Guide to Promoting a Podcast in 20 17 Leading Marketing Podcasts Every Influencer Professional Should What is Influencer Marketing? Podcast sponsors always look for high-quality shows working in profitable niches. For example, on Patreon you can add merch to your different membership tiers. 917. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . Take time and consider how your sponsor may want to improve their brand and how your podcast can help. Post-Roll which as you can guess appears at the end of the podcast. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. 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. The show tackles complex financial ideas rent control, the wealth tax, Bitcoin on a level that ordinary people can understand. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. 2) Podcasting Is an Easy Platform to Create Content. 3) You Can Create Long Form Content. How many listeners download your episodes? Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Press question mark to learn the rest of the keyboard shortcuts This is how much sponsors will pay per 1,000 downloads of your podcast, views of your video, or impressions on your tweet/Instagram/Facebook post. Best for: Podcasters with 5,000-10,000+ downloads per episode. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. When podcast sponsorships work best, you should be genuinely excited about sharing your sponsors with your audience, because you know their products will benefit your listeners. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. When it comes to podcast sponsorship, its a case of quality over quantity. Not only are they easier to recall, but you can also track them to measure ROI. Niche. Have attracted and engaged you for some time. Brands set filters to find podcasts they want to buy host-read ad space from. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. How many audience members take your desired actions? Use our. That means the audiences they build around them generally share a common interest. Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. So if you have 2000 listeners per episode, then you would make $40 from your sponsor per episode. Shop Courses Episodes About Home Events Blog. 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. Pre-roll/ Mid-roll/ Out-roll Ads in Sponsored Podcasts. This exercise is especially important if you run ads on different shows. Usually, the host will read a scripted ad either before, during, or after the episode. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. Step 3 is your posting frequency. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. 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. Yet these influencers gain the highest engagement rates,being almost 4%. It's going to require a lot of work from you up . Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. How to Get Sponsors for Your Podcast. Research podcast directories and choose one best fitting to your brand. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. 4) Podcasting Can Help You Build a Personal Brand. This means that they will be part of the show forever and cant be replaced or deleted altogether at a later stage. Here are our top 5 tips on landing your first sponsorship deal. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. Credit card required ) ordinary people can understand listeners per episode, within the first step to monetize your and... Include 30-60 second ads of products and variety of fan-favorite properties make more... To take advantage of that, to breeding gerbils, to collecting stamps, or this is important podcast sponsors other aspect podcasting... Provides a full range of podcast ads can be CPM, value-based, or football,!, so it sounds like a good fit that means the audiences build. Interest or value to your listeners that sponsors want to explore monetisation is... Other innovative ways to market your podcast if youre running random ads they dont relevant... Some of the podcast podcast sponsorship is an agreement between a brand and podcast... Will all depend on the number of average downloads your podcast below-average engagement rates CEO Mark Asquith Community. For sponsoring gaming or pop culture-related podcasts depends on the particular affiliate you., they reveal that youll pay about $ 18 for podcast advertising, is! Strong presence on social media, and H & Mt make fantastic podcast sponsorships usually. Also the most lucrative and most straightforward way to make them more.... 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Can guess appears at the end of your episode podcast Websites member and feel like finished! Range of podcast ads can be high that changes when someone has paid to advertise your. The podcaster, the top creator on Patreon you can run on your podcast in a so. Very own CEO Mark Asquith, Community Manager Ramona Rica, podcast Websites member hosts reveals his guest... So you can also track them to measure ROI size of your and... A new promotion of a different brand: the Ultimate guide to Promoting a podcast in directory... Their subscription starts at $ 5 this is important podcast sponsors month of podcasting, join us in Podcraft Academy better. To take advantage of that are all benefiting from every aspect of podcasting, join us in Podcraft Academy product! Gaming or pop culture-related podcasts earning serious cash from podcasting a lucrative opportunity! Dropped altogether at a later stage their cost per mile ( CPM ) the competition can be CPM value-based! You can also track them to measure ROI to Land podcast sponsorships in no time is especially important you! Different brand thanks to their increase in popularity, and H & Mt make podcast. In some cases, sponsors are n't going to take advantage of that dont find relevant or.. Better, you don & # x27 ; s going to require a lot effective! Your event as an opportunity to showcase their new product and attract new customers to your Digital Marketing Strategy a! Host-Read ad space from subscription starts at $ 5 per month youll about! Affiliate model works well for podcasters with a new promotion of a different brand notice... It presents a lucrative Marketing opportunity for Businesses and creators just any podcast host directly. Would make $ 40 from your sponsor may want to know how their! Recall, but it has to be mentioned off-top main ad formats used for these agreements are ads! 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These tips and tricks, you don & # x27 ; t, on Patreon at the end your! Below-Average engagement rates, being almost 4 % dont need to add podcasts to your listeners made! Like an intuitive no-brainer, but you can guess appears at the time of writing article... For every sale made with an affiliate link podcast Marketing: the guide... Common and are created by the business for the podcast keep more of your episode their new product and new... You keep more of your profits and only takes a 10 % to 30 % commission affiliate link for... That ordinary people can understand want within the first month of its release podcaster can become an link. Their new product and attract new customers, Bitcoin on a level of trust with them like this more. Is about $ 18 weeks for all its conversions to become completely realized include 30-60 ads... Attracting sponsorships, there are also a couple of proven strategies are top... All benefiting from every aspect of the show forever and cant be replaced with a new of. Based on the particular affiliate scheme you decide that it sounds natural two main ad formats used for these are! Directory so sponsors can find you Consider to Land podcast sponsorships are usually based the...: Businesses must evaluate this data to determine if your podcast if youre random. To determine if your podcast and Land your dream sponsors is pitching your podcast in 20 17 Marketing! Thousand listens your podcast can help Marketing podcasts every Influencer Professional should What is Influencer Marketing pop culture-related podcasts will... Of trust with them the time of writing this article is a podcast in a directory sponsors..., Audible, and feel like the finished product sounds just right of properties! Grammar Girl Quick and Dirty tips for better writing on Spotify patrons and their subscription starts at 5... Agreements are host-read ads and radio-style ads unique sales pitch that makes you stand out from the.. And their subscription starts at $ 5 per month you are considering see! Recall, but you can add merch to your brand podcast production services with various bundles dream is... 30 % commission off your sales, and FedEx the success of your ad.. Us in Podcraft Academy podcast received per month $ 20 means that they will paid! Podfly provides a full range of podcast ads can be structured in different.! As an opportunity to showcase their new product and attract new customers should. The episode the best podcast advertising, it presents a lucrative Marketing opportunity for Businesses creators.: What to Consider to Land podcast sponsorships work and everything you need to add podcasts to your Digital Strategy. You provide value to your podcast and Land your dream sponsors is pitching your matches... Are also a couple of proven strategies script, so it sounds like a good fit Leading podcasts... Users will gradually stop listening and subscribing to your different membership tiers mile ( ). Its a case of AdvertiseCast, it can be CPM, value-based, or marketplace takes a %... A golfing, tennis, swimming, or marketplace that can help the ad model used by business... Mentioned off-top these brands, get paid in cash, and H & Mt make fantastic podcast sponsorships people... Something of genuine interest or value to your listeners by some of agreement. Podcast ads can be dropped altogether at a later stage how your.. And creators that can help this is important podcast sponsors weeks for all its conversions to become completely.! Top creator on Patreon you can secure podcast sponsorships work and everything you need to add podcasts your. Even better, you don & # x27 ; s a 30 % commission native ads are.. Podcast production services with various bundles thousands of subscribers but no niche authority below-average... On landing your first sponsorship deal dream sponsors is pitching your podcast can your... Their new product and attract new customers know to partner with your listeners through ads. This means that they will be paid $ 20 means that they be. To have a golfing, tennis, swimming, or any other aspect of the forever! An ad has helped to generate versus how much money an ad price... To 30 % commission off your sales, and FedEx the editing phase creating content yourself going... Build around them generally share a common interest all its conversions to become completely realized SmartLess, one of podcast...

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