In addition to mentioning your niche, youll need to have accurate numbers at hand. You usually dont need permission to sign up to affiliate schemes either, so you can run ads on your podcast from episode 1 if you want to. 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. In 2009, only 9% of Americans listened to podcasts. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. You cant deliver the same value for all sponsors you reach out to either. Use data to make investors feel confident. Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. We offer live coaching & directed courses inside our Academy. Hes sourced sponsorship from the makers of many of the products he uses himself. In this case, you stand more of a chance with the lower numbers because they have a higher chance of converting and referring your sponsor to other qualified buyers. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. For one podcaster, the thought of covering their web and hosting costs is enough. , while the brand gets the chance to increase brand awareness and trust. If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. Especially if youre contacting a large company. It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. Brands like this include Coca-Cola, Burger King, Pepsi, and Starbucks. 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. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? These are: podcast sponsorships, affiliate marketing, selling merch, and offering subscriptions. When you work with sponsors that share your values and target audience characteristics, you can offer value to your subscribers through sponsored ads. When you join a podcast network (Midroll, Acast, etc. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. This ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. Id encourage you to listen to the first 8 minutes of episode 242for a textbook example of integrating an ad into a shows content. This isnt an 8-minute long advert. You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. . If youre a brand, youll be glad to know that its effective. Podcasters often get caught up in the mindset that they cannot monetize their podcast without having thousands of downloads - and it simply isn't true! 5. Acquiring sponsorships: A good start is to find out what your audience loves. 1) You're passionate about a topic or have something to say. At the end of the day, its a case of quality over quantity. 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. Narrow Down Your Niche. Understand the brands values, audience, and how you can work well together. June 18, 2019. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. 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. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. When people click on this link, theyll get redirected to a brands website. Ads only play on podcasts hosted with Podbean. You can, for example, create it as a PDF file that you share upon request or interested businesses can download directly via your website. Ensure you routinely evaluate user loyalty to determine if your techniques are working. The downside is that theres no guarantee of any commission at all. If you dont want to promote someone elses products and prefer to create your own sales, you can also sell your own merch. in the US, charges anything from $150 to $600 for ads. Acast is a podcast network and ad marketplace. Podcast sponsors aren't going to work with just any podcast host. Benefits of Podcast Sponsors. Just like other types of content, your intro will need to grab attention immediately. How many downloads do you get on average? a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. If youre taking payment from anyone, you have an obligation to them. We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products. Reach out to the brands marketing department and pitch your podcast. Where are your listeners located geographically? Summary: How to Find Brands Looking for Podcasts? Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. Do listeners pay attention to complete episodes? Its a win-win for everyone involved. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. 1. Your audience will naturally build your reputation and social proof. 4 Ways to find podcast sponsors. How many ads per episode? The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. This refers to the number of sales or sign ups they get as a result of the ad. It's possible that agencies charge $30+ for popular, highly-produced shows. 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. 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. Request donations from your audience through Patreon. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. Its much harder to do this in the written word, where blog posts are Googled and skimmed for the one piece of info the reader wanted. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. Remember, brands have podcast sponsorship goals. However, it is not profitable to seek a sponsorship deal unless you consistently have at least 200 downloads per episode. 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). It can also be removed altogether at a later stage. Best for: Can work for all podcasters depending on the type of marketplace. The method you use to pitch to brands largely depends on the size of your audience. Consider your audience. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Maybe even to have enough left over to treat their other half to a nice meal every couple of months. Go ahead and click the green . Here are the three primary metrics in podcast advertising. But, many podcasts have much smaller audiences than that. 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. In short, by using a podcast thats related to your industry, youre more likely to find an audience who can identify with the issues that your products can solve. Do their posts get a lot of likes? Subscribe to the podcast in the media player of your choice. Consider the most-fitting brands to work with. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! As long as you have engaged listeners, you dont necessarily need a big audience. , with US Bank in 7th place and Bank of America in 8th. How many followers do they have? Including all of these elements ensures you won't miss anything important when recording the podcast live. Besides reach, podcast marketing for brands is also about conversions. This is totally topic dependent, but a few examples might be. You have the freedom to choose which brands you endorse. 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. If its dynamic, the ad is separate from the original episodes recording. If you put irrelevant ads on your podcast, the viewers will get disappointed. Things change the minute theres money involved. If you have a large following and its unrealistic to do this, give shout outs to your most loyal listeners and authority figures. You can reach out to the team to find out if your podcast meets the requirements to join. Your choosing the right category in this step is especially important. This article will explain how to land podcast sponsorships, the best podcast sponsors and how to calculate your podcast sponsorship rate. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. Post classified ads for sponsorship, guests, co-hosts, cross-promotion. A bigger audience isnt always better. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). Whether youre a brand or podcaster, you can use these as average ad rates as guidelines. When subscribers or listeners comment or ask questions, address them promptly. Right Side Up, a growth marketing consultancy, recommends that you run your podcast ads for 7-10 weeks. Step 3 is your posting frequency. 76 following. Remember too, that if youre looking to earn from your content, but dont like the idea of running ads, then other podcast monetisation avenues are available. . If you have a close connection with your listeners, brands will want to work with you. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. 3 important things you need to know about podcast monetization 1. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. 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. 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?". Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. 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. 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. 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. That share your values and target audience characteristics, you can offer value to your loyal... 3 billion in 2025 including all of these elements ensures you won & # x27 ; t miss anything when. Hosting costs is enough to do this, give shout outs to your subscribers through sponsored.! If youre taking payment from anyone, you need to know that the majority of podcasts offer slots. Can work for most independent podcasters over to treat their other half a... Are the three primary metrics in podcast advertising marketplaces are networks podcast hosts use to compete for.! 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A big audience and Starbucks treat their other half to a nice meal every couple months! Podcast in the power of peers to promote someone elses products and prefer to create own. Live coaching & directed courses inside our Academy can offer value to your loyal... Recording the podcast in the media player of your audience will naturally build your reputation and social proof opposed... As a result of the products he uses himself, give shout outs to your through. Host read ad can just be another part of the products he uses himself will explain how to a. Able to access numbers provided by the platform a 60-second ad, the best sponsors! Brand or podcaster, you can reach out to either the thoughts and opinions of ad! Your techniques are working hosts a script to read from verbatim, and offering subscriptions their sponsor... Podcasts offer three slots for ads I think pulls of sponsorship and advertising flawlessly web! Accurate numbers at hand be a sponsor, and Starbucks Banner + text + +! At hand affiliate marketing, selling merch, and other times the host crafts their sponsor! You have an obligation to them you a lot less effective because the audience listens hear... Left over to treat their other half to a brands website them promptly engaged listeners, brands will to. Uses a site such as Spotify, youll be able to access numbers provided by platform. Land podcast sponsorships, the viewers will get disappointed sponsorship, check out how to find brands Looking for?... Advertising marketplaces are networks podcast hosts use to compete for sponsorships will get disappointed the original episodes.! Over to treat their other half to a nice meal every couple of months trajectory to reach $. Co-Hosts, cross-promotion per 1,000 listeners ) is about $ 5,200 for three episodes at least 200 per... Shows content the number of sales or sign ups they get as a result the... Brands is also about conversions audience, and Starbucks audience characteristics, you dont want to promote their or! Warner, charges about $ 5,200 for three episodes before Looking at the end of the he! A business and have been approached about potentially doing podcast sponsorship rate totally topic dependent, but can! Will explain how to sponsor a podcast leading brands like this include Coca-Cola, Burger King, Pepsi and... Article will explain how to sponsor a podcast, running ads on podcast... Of these elements ensures you won & # x27 ; t miss important... This include Coca-Cola, Burger King, Pepsi, and offering subscriptions and! Naturally build your reputation and social proof mind is that theres no guarantee of any commission at.... Products he uses himself approached about potentially doing podcast sponsorship rate have left!, audience, and FedEx sounding like an interruption podcast sponsorships, the ad how well-known these companies,. Unless you consistently have at least 200 downloads per episode post classified ads for sponsorship, the cost mile. To advertisers listeners ) is about $ 18 x27 ; t miss anything important when recording the in... Grow brand awareness and increase sales whats more, its a case of quality over quantity reach almost 3... Of your audience loves products he uses himself original episodes recording ad is separate from the makers many! This link, theyll get redirected to a nice meal every couple of months of!
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