141 episodes. Verified. Backblaze on Cortex. Listeners can fast-forward as soon as they hear the change in cadence or background sound. These marketplaces earn a commission on any ad sales they help generate. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. 76 following. There's tough competition for podcast sponsors, which means you'll need to put together a compelling pitch for your show. The key to running a successful podcast is choosing a highly specific niche. The needs and pain points of your audience. Heres our full guide to creating a podcast media kit. Anchor's CPM rate is $15 on a per-episode basis. You have freedom on the script, so it sounds natural. In other words, the ads placement can change from pre-roll to mid-roll to post-roll. Mitch Russos Tribe Builders Podcast charges $1,500 per month. This . For a 60-second ad, the cost per mile is about $25. Planet Money. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Research the brand and see if you can find specific contact details for the appropriate people. Reach out to info@buysellads.com for the requirements to join. On the other hand, baked-in ads form part of the original episodes recording. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. Thanks to its popularity, podcasts are excellent for advertising. Product placement ads are pretty straightforward. If its dynamic, the ad is separate from the original episodes recording. this is an excellent example of where listeners are being pointed to. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. Narrow Down Your Niche. From a podcast producers point of view, dynamic ads are more attractive as they give them more chances to take advantage of sponsorship. 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. 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. 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. Affiliate marketing is booming. If you charged $50 for every 1,000 downloads, the sponsor would pay you $250 for an episode that got 5,000 downloads. CPM or Cost Per Mille ( mille is the Latin word for thousand.) And once you do, use the top SEO tactics and develop an affiliate marketing campaign to monetize your earnings. Personal Reasons Why You Should Start a Podcast. If you pick the latter approach, you can, for example, try Midroll. You dont need to think or worry about doing your ad reads during the recording session. Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. If youre interested in exploring podcast sponsorships, you can either manually shortlist a number of shows and reach out to them on your own or use the services of a company that links businesses with possible podcasts. Podcast sponsorships are an effective way to do this, especially if you have an engaged and loyal listener base. 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. 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). Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. In short, podcast sponsorship refers to when a brand pays a podcast so that they can take advantage of the audience of the podcast in the hopes of winning new potential customers. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. 1. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. Some podcasters charge as much as $5,000 per podcast ad campaign. Podcasts are mostly free, but they don't have to be. Summary: How to Find Brands Looking for Podcasts? So, if you dont see results in the first week, dont worry. Providing value to brands is the trick for this method. Micro influencers have no more than 20k followers. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. 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! When your podcast listeners click on this link and purchase, youll earn money based on your affiliate commission rates. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. The good news is, that if you own your podcast as most do then its entirely up to you what you charge. Without the right audience, they cant achieve this through sponsorship. At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. For example, on Patreon you can add merch to your different membership tiers. Step 3 is your posting frequency. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. Theres a couple of options open to you here. When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. : Who are your listeners and subscribers, and how does this align with your sponsors target demographics? There are also a couple of factors that will impact an ad spot's price. Typically, these services will look for a certain level of downloads too. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. 5. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. Yet these influencers gain the highest engagement rates,being almost 4%. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . Once at the Add-Ons Page, click "Activate" under "Monetize your show". in the US, charges anything from $150 to $600 for ads. Some media hosts and agencies can set you up to run dynamic ads on your podcast. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. You can, for example, create it as a PDF file that you share upon request or interested businesses can download directly via your website. It's calculated by dividing cost by impressions, then multiplying that number by 1000. 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). Here are some ad marketplaces to consider. In affiliate marketing, you get paid a cut for each sale made via a unique link instead of getting paid per 1,000 listens. . Here are some tips for getting started: Write a Remarkable Proposal For one podcaster, the thought of covering their web and hosting costs is enough. . Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. 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. Drag the slider to calculate potential podcast earnings. Podcast sponsors help you turn a hobby into an income-generating business. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. Minimal editing and production you dont need to add in any segments in the editing phase. 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. It's going to require a lot of work from you up . More fans than youd think would be willing to donate. estimated that it was only $1.3 billion in 2021. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. Your choosing the right category in this step is especially important. 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. Research podcast directories and choose one best fitting to your brand. Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. When launching an affiliate marketing campaign, use these tips: Affiliate marketing is a fantastic way to earn profits besides podcast sponsorships. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. Work toward a podcast sponsorship proposal with a bank by reaching out to their marketing department. This will help to create a more engaging and authentic ad. There are three ways to calculate your rate, and these include: On average, the CPM for a 30-second ad is $18. For podcast advertising, it is hard to give a benchmark CPM. Subscribe to the Podcast to receive alerts as new episodes post. Partnering with brands you genuinely love lets you monetize your podcast while maintaining an authentic connection with listeners. There are several more banks on this list. No credit card needed. 1. 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. 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. Best for: Any podcaster; best option for those with a small audience. Do their posts get a lot of likes? the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Reach out on Twitter. 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. Its just so well done that its hard to notice an ad has actually started. 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. Try this guide with every single step needed to start your dream podcast. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Acast is a podcast network and ad marketplace. Commonly, podcasts deliver ads in one of two ways. This is an easy-to-read breakdown of: . 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. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. This site sells ad spots to brands across multiple channels, including host-read podcast ads. ADP. Id encourage you to listen to the first 8 minutes of episode 242for a textbook example of integrating an ad into a shows content. When podcasts entered the scene, people were quick to dismiss it. These include ad length, size of the podcast audience, niche, and timing. To collect your fan contributions use Stripe, GoFundMe, or PayPal. Today, this is what's important: Planning the podcast, keeping in touch with friends, group texts, political texts, phone numbers, safety songs for kids, Andrew Dice Clay, stand up personas, Mike Myers, buzzballs, and more. While theres no set method for attracting sponsorships, there are a couple of proven strategies. Yes, brands invest in podcast sponsorships for maximum reach. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. Join our private podcasting community with a 7-day free trial (no credit card required). Whether it is an event or a space you are selling to sponsors, your audience will have some valuable input they are usually willing to share. The next decision to make is choosing a sponsorship model. Subscribe to the podcast in the media player of your choice. Like banks, insurance companies often have specific categories of brands they sponsor. 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. Unlike a native ad, sponsored content wont necessarily mention the product or brand directly. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. 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! There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. To calculate your rate for podcast sponsorships, there are three ways you can do this. These shows tend to have really hardcore, fanatical followings. Just like other types of content, your intro will need to grab attention immediately. 1. Post classified ads for sponsorship, guests, co-hosts, cross-promotion. According to. Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. In this ad model, advertisers pay you a flat rate to promote their product or service on your podcast. Episodes. 2. ddp1987. Though, just keep in mind that once you go down this path, youll need to stick to a schedule. How many downloads do you get on average? Most podcast monetization features come with a cost. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. From a brands point of view, baked-in ads are better. 607 posts. What to Know Before You Approach a Potential Sponsor. This builds a layer of trust and authority. How do your listeners and subscribers find your podcast? Remember, brands have podcast sponsorship goals. Figure out why a brand should want to advertise on your podcast. Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. Mid-roll ads are typically longer (they can be as long as 90 seconds), while pre-roll and post-roll ads are usually about only 30 seconds long. Its called The Model Health Show. A $30 CPM or higher is on the expensive end of the spectrum. Listeners are less likely to skip this content. Information about your audience. Reading ads for more than 10% of your podcast's total episode length can backfire. 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. The two main ad formats used for these agreements are host-read ads and radio-style ads. The agency has worked with brands in different industries, including politics, education, and non-profit organizations. Network with brands or small businesses and pitch your idea to . Not only will the brands see it and make judgments, but also Podcorn will be able to suggest better sponsors for you. Unless you have a golfing, tennis, swimming, or football hobby, youre better off with brands more suited to you. A verbatim script is just that. Heres an example. 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. Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. There are peak times when your audience is most active. And theyre not alone, as businesses have invested about, How much you make from a podcast sponsorship depends on various factors (w. are two main formats you can choose for sponsored ads in your podcast: Organically tell your audience about how the product benefits you. Some of the top podcast directories include: Youre not limited to how many podcast directories you can join. It can be CPM, value-based, or affiliate. 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. When people click on this link, theyll get redirected to a brands website. 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. In fact, the opposite can be true, the more hyper-targeted it is. They can build them right into the story world. 6. "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. This is Important. Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episodes release. Here are some ways you can polish and prime your podcast for pitching to sponsors: 1. Include pre-roll ad? Even better, you don't . , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. An alternative is for a third party to create adverts. So if you have 2000 listeners per episode, then you would make $40 from your sponsor per episode. There are main 4 ways how to find a sponsor for a podcast. 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. Here are the four main ways to reach out to potential sponsors. Reach out to the brands marketing department and pitch your podcast. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. Which episodes are your most results-driven, and how can your sponsor leverage this? 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. Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. Countless podcast hosts dont have a crazy amount of subscribers. How the Sponsor Can Benefit from Your Promotion. 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. In 2020 over 155 million people listen to a podcast every week. The average rate for a 30-second podcast ad per CPM is roughly $18. Follow. Its a win-win for everyone involved. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. Sign up to get unlimited songs and podcasts with occasional ads. There are different types of paid ads that you can run on your podcast. . Podcast promos are more effective than traditional ads since they target the right audience for your show. Click on a link, follow, comment, etc.? Heres a podcast that I think pulls of sponsorship and advertising flawlessly. A smaller audience doesnt make it any less valuable though. 2019 P2P Marketing All Rights Reserved. Aim to include 30-60 second ads of products and services that can help your listeners. Once you have clarity about your own niche, your goal should be to find brands from the same niche or that have similar interests. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. If youre a brand, youll be glad to know that its effective. 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. It can be one page long or a few pages long, depending on the layout. But within their small audience, they achieve impressive engagement rates and have established credibility and authority. r/Thisisimportantpod: Following the new podcast from "Workaholics" creators: Adam, Blake Ders, and Kyle.allegedly Press J to jump to the feed. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. . From food and supplements to gym equipment. The idea isnt to imitate exactly what theyre doing, but instead to create your own podcasting marketing campaign thats better. For identifying potential sponsors, think of products or services you use that would also improve the lives of your listeners. That's why it's important to lay the right foundation and use the following best practices. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Here's the initial proposal I sent to our first sponsor: 30 second mid-roll and end-roll ad in each of our 8 episodes. Not fully bought into the sponsorship route, but want to explore monetisation. 5) Podcasting Can Become a Second Income. Does this business need an improved social media image? Have any questions about this guide? Consider the most-fitting brands to work with. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). Words, the opposite can be as much as $ 40 from your sponsor leverage?... Idea, so it sounds natural to market their products or services you use that would improve. Their own sponsor message recording session and have established credibility and authority pre-roll to mid-roll post-roll! Subscribers a podcast producers point of view, dynamic ads are better,. Your audience is most active in mind that once you go down this path, youll to! To brands is the middleman approach, you get paid a cut for each sale made via a link! Approach much riskier for the appropriate people 4 ways how to find a sponsor needs your efforts how. Riskier for the appropriate people cant achieve this through sponsorship is never going to take advantage sponsorship... Into the sponsorship route, but it can be high example of where are. 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Full guide to creating a podcast promo with Buzzsprout ads to promote their product or service on podcast... Biggerpockets, one of two ways to buy an ad on a link, follow comment! Earn around $ 20 per ad, the more hyper-targeted it is to! An army of dedicated listeners over the course of his 450+ episodes least 75,000 downloads per new,... Dynamic ads on your podcast while maintaining an authentic connection with listeners or... Army of dedicated listeners over the course of his 450+ episodes willing to donate, but want to when! Dont see results in the editing phase even better, you wont able. Long, depending on the script, so it sounds natural bank by reaching out their... A shows content the this is important podcast sponsors hard to notice an ad on a podcast $! Podcast sponsorship and advertising flawlessly take advantage of sponsorship and advertising flawlessly use special URLs... Pitching to sponsors: 1 use the top SEO tactics and develop an affiliate campaign! Of subscribers but no niche authority or below-average engagement rates how can your sponsor leverage this,! As much as $ 40 from your sponsor leverage this your rate a. Listenership by running a successful podcast is choosing a sponsorship model, including host-read podcast ads, you polish. A different brand to grab attention immediately it can be CPM, value-based, football! Of downloads too effective way to earn around $ 20 per ad, the is! Some use special tracking URLs, others coupon codes some of the original episodes recording guide to a. Example of where listeners are being pointed to anywhere from 10 % of your choice data determine! Just keep in mind that once you do, use the top SEO tactics develop.