Hes sourced sponsorship from the makers of many of the products he uses himself. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. This Is Important Podcast. 4 Ways to find podcast sponsors. For example, let's say a podcast sponsor is offering $20 CPM. June 18, 2019. Drag the slider to calculate potential podcast earnings. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. Listeners are less likely to skip this content. Ads only play on podcasts hosted with Podbean. Baked-in ads, on the other hand, form part of the original episodes recording. 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. Product placement ads are pretty straightforward. Reasons to add Podcasts to your Digital Marketing Strategy. Research the brand and see if you can find specific contact details for the appropriate people. Your podcast needs to have buzz or referrals to find a sponsorship. Passive - get an offer from a media host or get approached by a sponsor, Active - join a podcasting ad network or search for sponsors yourself. Imagine you ran a podcast about building rockets capable of flying humans to Mars, and you only had one listener but that listener was Elon Musk. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). Podcast sponsors always look for high-quality shows working in profitable niches. Include pre-roll ad? 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. SweeTango on The Katie Couric Podcast. 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. Browse the marketplace to find brands you think will connect best with your audience, and fill out the affiliate form. Reaching out to sponsors directly is an excellent option if there's already some buzz around your podcast. Unless you have a golfing, tennis, swimming, or football hobby, youre better off with brands more suited to you. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . Some media hosts and agencies can set you up to run dynamic ads on your podcast. If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. The average rate for a 30-second podcast ad per CPM is roughly $18. How many listeners download your episodes? The " Planet Money " podcast from National Public Radio (NPR) is all about the economy: what affects it and how it, in turn, can affect your life. Timing (for example, an ad during so-called prime time will cost more). How can they benefit from your audience and your 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. Acquiring sponsorships: Most podcasts that succeed focus on a certain topic or niche. ), they do all the work of finding sponsors for you so you can focus on creating content. Press question mark to learn the rest of the keyboard shortcuts 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. Listeners can fast-forward as soon as they hear the change in cadence or background sound. 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. But it may take several messages to catch the right peoples attention. For another, it could be an important income stream in their business, where they're actually paying a team of freelancers and assistants to work on their show. 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! If you decide to partner with a podcast ad agency, opt for a 3-6 month contract to make sure it's a good fit. , while the brand gets the chance to increase brand awareness and trust. This is a route many early stage podcasters go down, because it can be difficult to negotiate a good deal when you have a brand new show and fledgling audience. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Backblaze on Cortex. . Instead, its more important to have engaged listeners than simply reaching a big crowd. Which episodes are your most results-driven, and how can your sponsor leverage this? No more than a month shouldve passed between two episodes, unless theyre taking a season break. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. As a side note, the fact that non-dynamic, baked-in ads continue to play in your back catalogue forever can be sold as a benefit to potential sponsors. But sponsorships arent easy to land. join the evolution. For affiliate marketing, youll promote products or services using a link. If youre playing the same one on every episode, it can train your listeners to hit the skip button. The longer this time period is, the better. Give shout outs to new members. Best for: Any podcaster; best option for those with a small audience. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Banner + text + CTA + link in each email that sends for each episode (est. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). While its slightly cheaper than some of the other examples mentioned, youll be required to sign for three months. Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. Helping folks all around the world start and grow a successful podcast since 2007. The brands products/services will be promoted at some point in the creators podcast episode. Best for: Independent podcasters, new podcasters. Here, you run ads in the same manner as above. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). 2) Podcasting Is an Easy Platform to Create Content. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Tip: Learn more about your listener demographics through your podcast hosting platform and specific directories like Spotify or Apple Podcasts. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. . Best for: Podcasters with 10,000+ listeners. Alternatively, you can simply offer subscription tiers or ask directly for donations. This seems like an intuitive no-brainer, but it has to be mentioned off-top. Theres whats known as the CPM model (or cost per thousand listeners). @podimportant. 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. Post-roll is the least optimal position for an ad, but its also the cheapest. Is this sponsor only known in a limited location? Send out a survey to get some answers. But this wouldnt work if your sponsor specializes in all-things gardening. Banks are some of the best sponsors for podcast hosts, and this is no secret. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. Aim to include 30-60 second ads of products and services that can help your listeners. Podcast sponsorships are usually based on the number of average downloads your podcast received. Play. You are here: 917. To join any of the best podcast advertising marketplaces, submit your podcast and provide details on your audience and podcast. Check out this key take-away from one of our earlier articles: 8 Ways To Strengthen Your Niche Authority: Your podcast needs to have buzz or referrals to find a sponsorship. Pitch directly to brands. Here are the four main ways to reach out to potential sponsors. You can also start with a lower rate and increase how much you charge as you become more familiar with podcast sponsorships. However, there may be requirements, and your earning potential relies on the size of your audience. February 24, 2021. This site sells ad spots to brands across multiple channels, including host-read podcast ads. These slots are known as: Mid-roll is the most desired spot (and thus, the most expensive). Take time to research brands to find where you can add value to them. Also, most listeners are much more tuned in to what the host of their favorite podcast says than what the writers on their favorite blog write. However, somehow podcasts managed to prove the pessimists wrong. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. If you put irrelevant ads on your podcast, the viewers will get disappointed. According to statistics shared by SEMrush, nearly 20% of people are much more likely to consider supporting a brand if its advertised on their favorite podcast. Brands like this include Coca-Cola, Burger King, Pepsi, and Starbucks. browse the shop. The key to running a successful podcast is choosing a highly specific niche. You can track sales and commission in various ways. Show Guesting. On the flip side, theres no cap on what you could potentially earn, if your ads resonate with your audience. Minimal editing and production you dont need to add in any segments in the editing phase. Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. Research the sponsors you are considering and see if . 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. 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. At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. 5. Therefore, it is vitally important that you know who listens to your show. 141 episodes. In 2009, only 9% of Americans listened to podcasts. 5. 3) You Can Create Long Form Content. Which Other Methods Can You Use to Monetize Your Podcast? It can be one page long or a few pages long, depending on the layout. These marketplaces earn a commission on any ad sales they help generate. Podcast Sponsors Do their posts get a lot of likes? , youll include a trackable link to your podcast description. Theyre paying you for a service, and you need to deliver and try to keep them happy. Step 2 is choosing your category and country. 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