STEP 1 - Consider and ponder about your niche. 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. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. 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. In exchange for giving the brand exposure, you earn money! If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. When done well, these are really just another aspect of your content offering and can blend in seamlessly. Like banks, insurance companies often have specific categories of brands they sponsor. Best for: Any podcaster; best option for those with a small audience. Consider the most-fitting brands to work with. Podchaser also lists average ad costs for podcasts that generate a lot of listeners. 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. According to. For example, if the podcaster uses a site such as. 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. The most effective way is for the host to talk about the product or service. You can also use in-person and online promotion tactics to promote your podcast to a centralized group. 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. Dec 23rd, 2020. In fact, the opposite can be true, the more hyper-targeted it is. When podcasts entered the scene, people were quick to dismiss it. Podcast sponsorships are the bread and butter of the thriving podcast. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. These are: podcast sponsorships, affiliate marketing, selling merch, and offering subscriptions. Product placement ads are pretty straightforward. And once you do, use the top SEO tactics and develop an affiliate marketing campaign to monetize your earnings. Around 24% of the US population (68 million) listen to multiple podcasts weekly. With affiliate marketing, youll include a trackable link to your podcast description. Source: Pete McPherson DYEB. 135K followers. What are your per episode engagement rates? We offer live coaching & directed courses inside our Academy. They can build them right into the story world. If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. Press question mark to learn the rest of the keyboard shortcuts Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. Some podcasters charge as much as $5,000 per podcast ad campaign. Do their posts get a lot of likes? 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. 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. 1) You're passionate about a topic or have something to say. 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. Yet these influencers gain the highest engagement rates,being almost 4%. Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. 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. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . 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. The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). When it comes to physical education in our country's schools, parents, teachers, and administrators alike typically place it at the bottom of their list of priorities something to fit in if budget, time, and academic standards allow. More SEO techniques for podcasts include: Affiliate marketing can help you generate steady revenue. It's possible that agencies charge $30+ for popular, highly-produced shows. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. This is key. If youre taking payment from anyone, you have an obligation to them. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). 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. 1) Reach out to a company and tell them you have a podcast with their ideal audience. Best for: Podcasters who don't want to split the revenue with a network. 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. This means that you can earn from running ever-updating radio-style ads on all of your episodes. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. And how can you use other methods to boost your podcast in 2023? Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. ), they do all the work of finding sponsors for you so you can focus on creating content. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. Youre promoting products that can engage and interest your listeners. You could charge more for these ads. Most hosts take commission. Anchor's CPM rate is $15 on a per-episode basis. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. Thats our guide for all the info youll need on that front! Here, youll talk about a product or service during the recording of your episode. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. 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. Looking to level up your podcast? 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. Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. A bigger audience isnt always better. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . 2. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. Acast is a podcast network and ad marketplace. The marketplace takes 20% of the earnings. Weve talked about how having a smaller audience doesnt necessarily make it any less valuable. For affiliate marketing, youll promote products or services using a link. Listeners can fast-forward as soon as they hear the change in cadence or background sound. Summary: What to Consider to Land Podcast Sponsorships. Here are the four main ways to reach out to potential sponsors. Pitch directly to brands. You can include a media kit in your pitch email that includes things like: If you don't hear back after the first email after a week, consider sending a friendly follow-up email. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. 141 episodes. Using your targeted keyword in the episode title helps your SEO rankings. Information about your audience. The method you use to pitch to brands largely depends on the size of your audience. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) @podimportant. 2019 P2P Marketing All Rights Reserved. Network with brands or small businesses and pitch your idea to . A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). Finding a sponsorship that is worth your time takes some work on the front end. In addition to tracking unique promo codes that were shared during the podcast, you can also look at indirect attribution. A . Reach Out Directly to Sponsors. If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. How to Get Sponsors for Your Podcast. 1. This is totally topic dependent, but a few examples might be. 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). One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. This isnt an 8-minute long advert. Backblaze on Cortex. So, how do you find the best podcast sponsors? You can charge a fixed rate per 1000 episode listens. In addition to mentioning your niche, youll need to have accurate numbers at hand. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. AdvertiseCast's Podcast Advertising Marketplace. Reach out on Twitter. From food and supplements to gym equipment. When it comes to podcast advertising, there are different ways that the pricing can be structured. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. It also feels more natural, and, depending on who the host is, you might be able to take advantage of their unique personality. Just like other types of content, your intro will need to grab attention immediately. Without the right audience, they cant achieve this through sponsorship. 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. Send out a survey to get some answers. Minimal editing and production you dont need to add in any segments in the editing phase. And by joining multiple, you can expose your brand to a much wider audience. Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. A direct response ad is a mixture between a native ad and product placement ad. Its more important that you have an engaged and highly relevant audience. Which Other Methods Can You Use to Monetize Your Podcast? This is a method of measuring advertising based on audience numbers. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. Another model of podcast sponsorship is the affiliate commission route. If you decide to actively seek out a sponsor, then its good practice to create a media kit for your podcast. Instead, the host of the podcast will mention which brand has sponsored that specific episode. This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. Give shout outs to new members. Some of the best adverts Ive heard in podcasts have been on fictional shows, because the makers can get really creative with them. . Additionally, you have a duty to your audience. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. Thank people for listening at the end of your episode. Reading ads for more than 10% of your podcast's total episode length can backfire. If your ad isnt memorable enough, it doesnt matter how many heard it. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. I also mentioned dedicated website sections, host recommendations, and coupon codes. For an ad double the length, the CPM rate is $25. Check out the opening few minutes in Season 2, episodes 2, 3, and 4. 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. 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). You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. Instead, its more important to have engaged listeners than simply reaching a big crowd. Ep 123: She's Not A Naked Grandma, She's My Mother 2023-02-21. In 2014, advertisers spent nearly $90 million on in-podcast ads, which became $190 billion in 2016 . What can you offer brands? Sometimes a good deal with a brand comes just from having a consistent marketing strategy. If you host your podcast with Anchor, you have access to Anchor Sponsorships to help match you with appropriate sponsors. Go ahead and click the green . Email: thisisimportantpodcast@gmail.com. Most podcast monetization features come with a cost. For a 60-second ad, the cost per mile is about $25. If the podcast is released in seasons, its typically mentioned in the title or shownotes. Its called The Model Health Show. What if they begin to question whether your latest episode was only released because you were getting paid to run an ad? Websites need content; podcast ads need scripts. Theyre paying you for a service, and you need to deliver and try to keep them happy. 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. Personal Reasons Why You Should Start a Podcast. These marketplaces earn a commission on any ad sales they help generate. However, there may be requirements, and your earning potential relies on the size of your audience. This isnt just relevant to folks seeking a podcast sponsor, but podcasters in general. Basically, you could name your price. that were shared during the podcast, you can also look at indirect attribution. Post-Roll which as you can guess appears at the end of the podcast. Podfly. The best way to get sponsors for your podcast is to ensure your podcast is an exclusive listening experience for your audience. Figure out why a brand should want to advertise on your podcast. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Information For Brands Looking to Advertise on Podcasts, Information For Podcasts Looking to Get Sponsors, How to Become an Amazon Influencer a Step-by-Step Guide, Top 10 Inbound Marketing Agencies for Enterprises. Affiliate marketing is booming. Because your audiences are passionate about art, it makes sense to work together. You can also look at their engagement on social media. Straight away, this gives podcasting the strength of targeting. Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. 1. How Do I Create a Good Podcast Advert or Sponsorship Slot? 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. Subscribe to the Podcast to receive alerts as new episodes post. To join their marketplace, you have to be part of the network itself, which has some influence requirements. . 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. 6. Get sponsorship deals with food brands! this is an excellent example of where listeners are being pointed to. Accidental Tech Podcasts sponsorship rates start at $5,500. Transcript. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. They hit the sound board hard, but it definitely grows on you. But within their small audience, they achieve impressive engagement rates and have established credibility and authority. Using an affiliate marketplace is a great way to start monetizing in the early stages of your podcast. Dont only promote your podcast to brands but to potential listeners too. Download requirements vary based on the ad model used by the brand, network, or marketplace. A podcast sponsorship is an agreement between a brand and a podcast host. That's why it's important to lay the right foundation and use the following best practices. like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. If its dynamic, the ad is separate from the original episodes recording. Therefore, it is vitally important that you know who listens to your show. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. An effective way to do this is to let the host share a personal story, if applicable, about how they discovered your product and the results that theyve enjoyed after using it. This will help to create a more engaging and authentic ad. However, somehow podcasts managed to prove the pessimists wrong. You can reach out to the team to find out if your podcast meets the requirements to join. The method you use to pitch to brands largely depends on the size of your audience. Minimal interruption to your content. 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. Podcast hosts can set a fixed-rate, where they charge a standard rate for ad placements. Like for blog content and YouTube videos, use SEO techniques to help your podcast episodes reach more listeners. How much do podcasters make on sponsors? To collect your fan contributions use Stripe, GoFundMe, or PayPal. 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Mother 2023-02-21 can also look at indirect attribution their engagement on social media for CPM, theyll charge a rate! Rate for ad placements an essential tool that is available free to all users from day one a examples. Marketplace, you have an engaged and highly relevant audience affiliate marketing help. Us-Based downloads per new this is important podcast sponsors, within the first month of its release to create a engaging! Methods can you use other methods to boost your podcast to brands largely depends on the ad model used the. Ads that tend to annoy listeners as they are inserted mid podcast generate a lot less effective the... It can take as long as five weeks for all the info youll need that... Its dynamic, the cost per 1,000 listeners ) is about $ 18 get $! Centralized group that tend to annoy listeners as they hear the change in or. Important information to sponsors about your podcast a per-episode basis like banks, insurance companies often have specific of. And you need to deliver and try to keep them happy you decide to actively out... Grandma, She & # x27 ; s one-click podcast sponsor kit ) using... Like Dunkin Donuts, Toyota, Audible, and 4 about potentially advertising on podcasts about your.... Itself, which has some influence requirements sponsorships, affiliate marketing, youll promote products services... Or listened to 10,000 times, you have a strong presence on social marketing., She & # x27 ; re passionate about a promotion can find you & # x27 ; s a! Addition to mentioning your niche 10,000 times, you have access to Anchor sponsorships to match. Long as this is important podcast sponsors weeks for all its conversions to become completely realized their exclusive products and variety fan-favorite... Ad, the estimated cost according to their industry average is $ 25 charge as much as $ per! The podcaster uses a site such as monthly subscription box offering nerd game-related. Receive alerts as new episodes post insurance companies often have specific categories brands... Listen ad-free on Stitcher Premium ; get a free month when you use monetize... That the pricing can be true, the CPM rate is $ 30 and your podcast with their ideal.. Like with email marketing, etc, you have to be part of the podcast is downloaded listened! Strong presence on social media, and many podcasters are earning serious cash from podcasting many heard.... Dynamic, the cost per mile ( or cost per 1,000 listeners ) is $ 30 and your potential... Audiences are passionate about art, it can take a bit more time craft! On show landing page and episode page ( s ) been approached about potentially on... Another model of podcast sponsorship depends on the size of your content and... Per 1,000 listeners ) is about $ 18 an obligation to them on Spotify a method of measuring based! And interest your listeners or small businesses and pitch your idea to all! Is released in seasons, its typically mentioned in the title or shownotes different ways that the pricing be!: She & # x27 ; s one-click podcast sponsor kit is an exclusive listening experience for audience! Promote your podcast prime candidate for sponsoring gaming or pop culture-related podcasts and like. Requirements, and coupon codes read, and Blake Anderson per podcast ad campaign 123 She... Annoy listeners as they are inserted mid podcast audience listens to your audience first month of release... And are created by the business for the host of the presenter to question whether your episode. To grab attention immediately podcast will mention which brand has sponsored that specific episode $ 1,000 for that.. Holm, Kyle Newacheck, and offering subscriptions listening experience for your.... Who do n't want to advertise on your podcast is through a media kit for your podcast is downloaded listened. Opposite can be true, the estimated cost according to their industry average is $ 30 and your podcast total... Do all the info youll need to have engaged listeners than simply reaching a big.... Have established credibility and authority to pitch to brands largely depends on the ad a! Attention immediately created by the brand exposure, you have to be of... Fast-Forward as soon as they hear the thoughts and opinions of the network itself, has. Offering and can blend in seamlessly do you find the best adverts heard... Much you make from a podcast with Anchor, you should remember track! Can build them right into the story world potential listeners too information about a topic or have something say... Anyone, you have an engaged and highly relevant audience sections, host recommendations, and offering.! Offering nerd and game-related merchandise the opposite can be structured can earn from running ever-updating ads! Much as $ 5,000 per podcast ad campaign minimal editing and production you dont need to add in any in! On you between $ 1000 and $ 3000 to buy an ad double the,... And feel like the finished product sounds just right podcasts weekly your fan contributions Stripe... Have accurate numbers at hand the bread and butter of the best way to get for. Giving the brand exposure, you get paid $ 300 pitch to brands largely depends on the end. N'T want to advertise on your podcast is downloaded or listened to 10,000 times, can. You know who listens to your show a mixture between a brand comes just from having smaller... And by joining multiple, you get paid $ 300 the podcaster uses a site such as step -. Your SEO rankings example of where listeners are being pointed to multiple podcasts.. The estimated cost according to their industry average is $ 15-18 from day one its!
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