Straight away, this gives podcasting the strength of targeting. Plus, I explain why parallelism is important, especially in resume writing."How to improve you grammar" was written by Susan Herman, a retired U.S. government analytic editor, language analyst . Podcasts are versatile, enlightening and overpowering. When it comes to podcast sponsorship, its a case of quality over quantity. And how can you use other methods to boost your podcast in 2023? You can use this resource, either as a template for your own pitch, or you can just link them to it directly. For affiliate marketing, youll promote products or services using a link. That's why it's important to lay the right foundation and use the following best practices. After all, it might throw listeners off when theyre listening to a podcast about the challenges of motherhood only to hear an ad for circular saws. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. 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. On the other hand, The Atlantic suggests that podcast ad rates can be as much as $40 per 1,000 listeners, while other online sources suggest that it can be as high as $50. When deciding which food brands to work with, consider the ones you already like. What are your per episode engagement rates? Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. How many monthly subscribers do you lose? Go ahead and click the green . Affiliate marketing is booming. More SEO techniques for podcasts include: Affiliate marketing can help you generate steady revenue. 6. Run a trial run to understand if your audience is interested in the products from the affiliate program. If you can convince a potential sponsor that sponsoring your podcast will be profitable, then they are much more likely to do business with you. Because your audiences are passionate about art, it makes sense to work together. If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. And your podcast is no exception. Brands like this include Coca-Cola, Burger King, Pepsi, and Starbucks. Yes, brands invest in podcast sponsorships for maximum reach. It's calculated by dividing cost by impressions, then multiplying that number by 1000. 607 posts. More sponsors prefer working with this format. 1) Reach out to a company and tell them you have a podcast with their ideal audience. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. Youre promoting products that can engage and interest your listeners. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Again, this isnt all about how many subscribers you have. The marketplace takes 20% of the earnings. This means that its easier for them to earn ongoing ad revenue. With these tips and tricks, you can secure podcast sponsorships in no time! You can use different templates for your pitch, but avoid the copy and paste approach. To embrace sponsorship activation, you have to know your audience. Your audience turns up to hear you, after all. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. Ensure you routinely evaluate user loyalty to determine if your techniques are working. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). Doing the ads yourself is going to make them more effective. Some podcasters charge as much as $5,000 per podcast ad campaign. But the other big strength of podcast sponsorship is in the delivery method. Gumball's marketplace works similarly to Podcorn but uses a CPM model and takes a higher cut of the profits. This exercise is especially important if you run ads on different shows. You can easily include sponsors in . Get rid of the sound board and this would be a 5* podcast. A running podcast where the presenter is using a certain piece of tech to measure her performance. Use our. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. CPM can work well for podcasts that have download numbers in the thousands. You can track sales and commission in various ways. Pitch Deck. Heres an example. Last Update: 2023-02-21. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. That means the audiences they build around them generally share a common interest. Understand the brands values, audience, and how you can work well together. Podfly. 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. Download requirements vary based on the ad model used by the brand, network, or marketplace. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. You can do this by using specific keywords during your podcast episodes. No more than a month shouldve passed between two episodes, unless theyre taking a season break. A gardening podcast where the presenter is using a certain type of feed on his lawn. The agency has worked with brands in different industries, including politics, education, and non-profit organizations. When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. Revealed are ballpark estimates of the hundreds of dollars that Criminal Podcast might make in a year via YouTube on the low end, to several thousand dollars per year for The Endless Honeymoon Podcast. Subscribe to the podcast in the media player of your choice. First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. other podcast monetisation avenues are available. Revolution. Here are some tips for getting started: Write a Remarkable Proposal The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. When people click on this link, theyll get redirected to a brands website. Of course, you must have a positive image to reflect well on the sponsors you want to secure. Be realistic in how you can impact your sponsors brand. Work toward a podcast sponsorship proposal with a bank by reaching out to their marketing department. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. This Podcast has been fun to listen to. SweeTango on The Katie Couric Podcast. This article will explain how to land podcast sponsorships, the best podcast sponsors and how to calculate your podcast sponsorship rate. To put this into perspective. This Is Important Podcast. Podcast sponsors always look for high-quality shows working in profitable niches. However, there may be requirements, and your earning potential relies on the size of your audience. What if they begin to question whether your latest episode was only released because you were getting paid to run an ad? More fans than youd think would be willing to donate. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. Many podcast hosts do this and earn money to reinvest into their podcasts. , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. These include ad length, size of the podcast audience, niche, and timing. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . When people click on this link, theyll get redirected to a brands website. Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. You can charge a fixed rate for ad placements and market the ad on other social platforms. "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. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. Theres whats known as the CPM model (or cost per thousand listeners). Sponsorship type. 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. Subscribe to the Podcast to receive alerts as new episodes post. You are here: So, if you dont see results in the first week, dont worry. Think of it this way: Over two-thirds of listeners act based on the ads they hear on podcasts. Especially if youre contacting a large company. Banks are some of the best sponsors for podcast hosts, and this is no secret. 5) Podcasting Can Become a Second Income. Podcast sponsors help you turn a hobby into an income-generating business. The best way to keep up with company news is to follow the sponsor's blog and social media, and to search news sites for their name. Listeners are less likely to skip this content. If you put irrelevant ads on your podcast, the viewers will get disappointed. For identifying potential sponsors, think of products or services you use that would also improve the lives of your listeners. For example, if the podcaster uses a site such as. estimated that it was only $1.3 billion in 2021. On the other hand, baked-in ads form part of the original episodes recording. Tip: To see if this model is profitable for you, assume 1% of your listeners act on your ad at a commission rate of 15% of a $50 product or service. Podcast Sponsors Many businesses aim to increase credibility and audience reach while gaining more qualified leads. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. An argument for this could be that any baked in ads you ran 100 episodes ago, or 5 years ago, are still being played in your back catalogue, but youre no longer earning from them. Things change the minute theres money involved. In this ad model, advertisers pay you a flat rate to promote their product or service on your podcast. You dont need an insane number of subscribers to secure podcast sponsors. Step 3 is your posting frequency. The average rate for a 60-second podcast ad per CPM is roughly $25. The industry standard CPM rate for podcasts is $18 for a 30-second pre-roll ad and $25 for a 60-second mid-roll ad. These include ad length, size of the podcast audience, niche, and timing. If you pick the latter approach, you can, for example, try Midroll. 1) You're passionate about a topic or have something to say. What products or services would add value to my listeners? Weve talked about how having a smaller audience doesnt necessarily make it any less valuable. This is an easy-to-read breakdown of: . Make A Great Podcast. If you sell $200 worth of advertisements, they're taking $60 right off the top. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. Find Podcast Sponsors That Align with You; Know Your Audience. Its more important that you have an engaged and highly relevant audience. 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. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. Dont only promote your podcast to brands but to potential listeners too. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. Planet Money. Sometimes a good deal with a brand comes just from having a consistent marketing strategy. Whats in it for your sponsor? The current industry standards for CPM rates are: Post-roll ads are less common among advertisers because there tends to be less engagement at the tail end of podcast episodes. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. Podcast sponsorships are an effective way to do this, especially if you have an engaged and loyal listener base. EwThatsGross. There are no download requirements to start affiliate marketing, and it's one of the easiest ways to get your first sponsor. While it sounds cool to think about just clicking a button and getting inundated with eager podcast sponsors, networks and hosts don't often put in all that work finding sponsors for free. For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. Research and determine what products your audience would purchase. 3) Ask if they'd be open to doing a phone call to speak further. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. 4. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. Just like other types of content, your intro will need to grab attention immediately. Can be difficult to transition to during a podcast interview. The needs and pain points of your audience. There are main 4 ways how to find a sponsor for a podcast. Personalize your pitch when you contact them, and share your mission, vision, and sponsorship goals. So, theres a lot of money to be made by means of podcast advertising. 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. You may not have a ton of listeners, but brands will take notice if you have a few hundred of the right kind. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. 2. 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. Here are the four main ways to reach out to potential sponsors. Request donations from your audience through Patreon. It can either be a one-time thing or you can send them merch more regularly. This ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. If a podcast opts to charge a fixed price, they can include ad placements on other channels like social media and YouTube in addition to the podcast ad. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. However, somehow podcasts managed to prove the pessimists wrong. Dont know where to start? For more on that, check out Should I Sponsor a Podcast? Most hosts take commission. Or, it can be dropped altogether at a later stage. From a podcast producers point of view, dynamic ads are more attractive as they give them more chances to take advantage of sponsorship. 1. 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. Your affiliate manager can make or break the success of your affiliate marketing program. Show Guesting. This is totally topic dependent, but a few examples might be. At the end of the day, its a case of quality over quantity. And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! One of the most prominent sponsors of The Armchair Expert is Chrysler. 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. Best for: Can work for all podcasters depending on the type of marketplace. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. 1. The more relevant your podcast, the more you can charge. How many new monthly subscribers do you gain? Without the right audience, they cant achieve this through sponsorship. Join our private podcasting community with a 7-day free trial (no credit card required). Commonly, podcasts deliver ads in one of two ways. Summary: Which Other Methods to Use to Monetize Your Podcast? Best for: Podcasters with 10,000+ listeners. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. Brands set filters to find podcasts they want to buy host-read ad space from. If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. If the podcast is released in seasons, its typically mentioned in the title or shownotes. 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. To join any of the best podcast advertising marketplaces, submit your podcast and provide details on your audience and podcast. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. Plus, as post-roll ads are generally slightly cheaper, it can end up being more cost-effective. While theres no set method for attracting sponsorships, there are a couple of proven strategies. If you have a close connection with your listeners, brands will want to work with you. Summary: What to Consider to Land Podcast Sponsorships. To do this, they can use different types of ads. For a 25-second pre-roll ad spot, they reveal that youll pay about $15 CPM. Youll be surprised by the niche subjects that podcasts cover. Here are a few ways you can optimize your chances of success. Baked-in ads, on the other hand, form part of the original episodes recording. If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. No credit card needed. Don't worry about downloads. 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. 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. . For example, the ads can either be read by the actual host of the podcast using a script (some brands might prefer to offer only a list of points to be discussed leaving the host with more freedom) or it can be pre recorded and then simply added to the episode. Most podcast monetization features come with a cost. Press question mark to learn the rest of the keyboard shortcuts Best for: Independent podcasters, new podcasters. 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. Use data to make investors feel confident. For an ad double the length, the CPM rate is $25. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. Long-form audio content means listeners can spend lots of time listening to a presenter in a very intimate way, and on a regular basis. The method you use to pitch to brands largely depends on the size of your audience. 2) Podcasting Is an Easy Platform to Create Content. In other words, the ads placement can change from pre-roll to mid-roll to post-roll. This refers to the number of sales or sign ups they get as a result of the ad. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. 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). Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. 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. Click on a link, follow, comment, etc.? Alban Brooke is the Head of Marketing at Buzzsprout and the co-host of Buzzcast. Heres our full guide to creating a podcast media kit. . Those subscribers are as good as nothing. Instead, the host of the podcast will mention which brand has sponsored that specific episode. , with US Bank in 7th place and Bank of America in 8th. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. Do listeners pay attention to complete episodes? You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. This means that the ads placement can change from pre-roll to mid-roll to post-roll. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. Your audience will naturally build your reputation and social proof. The alternative is that you script up your ad, record it as its own segment, and edit it into the episode. In short, competitive separation refers to the amount of time that separates competitive ads (ads of competing brands) from each other. Some ad models don't work unless you have an audience of thousands, and others can work if you only have a couple hundred engaged listeners. It can be one page long or a few pages long, depending on the layout. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. Your choosing the right category in this step is especially important. You dont need to think or worry about doing your ad reads during the recording session. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. Listen to the Podcast! Podcast #775: We Need a P.E. You can also start with a lower rate and increase how much you charge as you become more familiar with podcast sponsorships. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. Reach out to the brands marketing department and pitch your podcast. $ 200 worth of advertisements, they can use different types of content your! Question mark to learn the rest of the most prominent sponsors of the most prominent of... 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