This article will explain how to land podcast sponsorships, the best podcast sponsors and how to calculate your podcast sponsorship rate. 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. If you have a close connection with your listeners, brands will want to work with you. Helping folks all around the world start and grow a successful podcast since 2007. Example: "[Your podcast name] is sponsored by [insert brand name . At the most basic level, the advertiser pays to have their product or service promoted on one or more podcast episodes. Listen to the Podcast! Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. Best for: Podcasters with 10,000+ listeners. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. Research the sponsors you are considering and see if . Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. Product placement ads are pretty straightforward. Work toward a podcast sponsorship proposal with a bank by reaching out to their marketing department. Its better to opt for a number of podcast ads on podcasts with a smaller audience reach than to air just a single ad on a podcast with a huge following. Podcast advertisers generally choose to have a dedicated landing page and a promotional offer for each podcast they sponsor - this is how they track conversions and the overall success of their ads. So, how do you find the best podcast sponsors? 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. Reach out to info@buysellads.com for the requirements to join. Though, just keep in mind that once you go down this path, youll need to stick to a schedule. This way, the podcaster simply has to play them on their episodes. Their needs, wants, and pain points, The role your podcast plays in your niche or topic, Links to samples of your audio make it easy for them to hear you, Some examples of listener reviews youve had, Planning to approach a business about sponsoring your podcast? Things change the minute theres money involved. Personalize your pitch when you contact them, and share your mission, vision, and sponsorship goals. Take time to research brands to find where you can add value to them. How you develop an online presence depends on how you treat your audience. You can charge a fixed rate per 1000 episode listens. There are also a couple of factors that will impact an ad spots price. like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. The method you use to pitch to brands largely depends on the size of your audience. This is an arrangement where the podcaster, the sponsor, and the audience are all benefiting from every aspect of the agreement. Alternatively, you can simply offer subscription tiers or ask directly for donations. Don't worry about downloads. Banks are some of the best sponsors for podcast hosts, and this is no secret. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. 1. 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. You could have tens of thousands of subscribers, but what do your analytics say? Things like trade magazines and blogs can be very niche and targeted, for example. EwThatsGross. How much do you think you could charge for an ad slot on that show? Best for: Can work for all podcasters depending on the type of marketplace. Alban Brooke is the Head of Marketing at Buzzsprout and the co-host of Buzzcast. You may not have a ton of listeners, but brands will take notice if you have a few hundred of the right kind. To put this into perspective. Podcasts are versatile, enlightening and overpowering. When it comes to podcast sponsorship, its a case of quality over quantity. The brand's products/services will be promoted at some point in the creator's podcast episode. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Once you have clarity about your own niche, your goal should be to find brands from the same niche or that have similar interests. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. Check out our post on affiliates for podcasters where you can choose sponsors, based on your content, your audience, and which ones are a good fit for both. Dec 23rd, 2020. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) Whats important is how respected and trusted you are in your niche and how well you engage your audience. Brand Awareness through Sponsored Podcasts. You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. Best for: Any podcaster with a highly engaged following. A bigger audience isnt always better. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. Whenever you can, tell people about your podcast online and in person. 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. 4. Im sure youve seen several insurance sponsorship ads on TV and social media platforms like YouTube and Instagram. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. Countless podcast hosts dont have a crazy amount of subscribers. 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. In addition to mentioning your niche, youll need to have accurate numbers at hand. A bigger audience isnt always better. Some sponsorships will not be available in all countries, either. Secondly, it can be more authentic. 0:00. Shop Courses Episodes About Home Events Blog. 6. Each CPM refers to 1,000 listeners/impressions. , while the brand gets the chance to increase brand awareness and trust. But it may take several messages to catch the right peoples attention. 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 . This type of ad although delivered by you can still be seen as an interruption by some of your listeners. However, a significant and engaged following is required to monetize your podcast through donations. An advert might appear at the very beginning of an episode, the very end, or somewhere in between. This method helps you stand out from the competition, reach a mutually beneficial deal, avoid network splits, and gives you complete control over the sponsors you choose. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. And there are various approaches you can use for working with this sponsor. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. The average rate for a 30-second podcast ad per CPM is roughly $18. From the different types of ads to average ad rates, heres the most important information you need to get started. Podcast sponsors always look for high-quality shows working in profitable niches. 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. If you pick the latter approach, you can, for example, try Midroll. 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. Sometimes a good deal with a brand comes just from having a consistent marketing strategy. One single medium has so much potential which should not be ignored by any marketer out there. The most effective way is for the host to talk about the product or service. Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. To calculate your rate for podcast sponsorships, there are three ways you can do this. 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. Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. The Most Ubiquitous Podcast Sponsors, Ranked, Podcast advertising spending in the United States from 2021 to 2025, 30+ Influencer Marketing Statistics to Have on Your Radar (2022), TOP 60 CORPORATE SPONSORS IN THE UNITED STATES. Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. Weve talked about how having a smaller audience doesnt necessarily make it any less valuable. 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! 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. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. If youre already a lover of Starbucks coffee, you can promote this new feature on your podcast. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. With fiction podcasts, its obviously a little harder to nail down listener interests and demographics. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. For a 25-second pre-roll ad spot, they reveal that youll pay about $15 CPM. They can build them right into the story world. With affiliate marketing, youll include a trackable link to your podcast description. 5. Their self-service platform for podcast sponsorships helps match independent creators with affiliates they can authentically endorse. Podcasts are mostly free, but they don't have to be. A third party creates an ad, and you can play it at some point in your episode. 22 votes. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. And your podcast is no exception. You have freedom on the script, so it sounds natural. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. Dont know where to start? Besides reach, podcast marketing for brands is also about conversions. Pitch directly to brands. 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. The first step to recruiting sponsorships is putting together a pitch deck that makes you feel confident about what your podcast can offer business sponsors. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. Ads only play on podcasts hosted with Podbean. 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. 4. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. The longer this time period is, the better. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. But, many podcasts have much smaller audiences than that. Theyre paying you for a service, and you need to deliver and try to keep them happy. Podcast sponsorship is a deal between a business and a podcast host/creator, where the creator promotes the brand in one or two episodes. Best for: Independent podcasters, new podcasters. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. The best way to get sponsors for your podcast is to ensure your podcast is an exclusive listening experience for your audience. Press question mark to learn the rest of the keyboard shortcuts 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. 1. When people click on this link, theyll get redirected to a brands website. , with US Bank in 7th place and Bank of America in 8th. Planet Money. ), they do all the work of finding sponsors for you so you can focus on creating content. Consider your audience. Especially if youre contacting a large company. This isnt an 8-minute long advert. 10 out of 10 would listen again. 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. Here are the three primary metrics in podcast advertising. Summary: Which Other Methods to Use to Monetize Your Podcast? First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. A common metric that you can use to work out the popularity of a podcast is to look at how many times a podcast episode was downloaded. That doesnt necessarily mean someone will be willing to pay it. Like for blog content and YouTube videos, use SEO techniques to help your podcast episodes reach more listeners. Today, that number is nearly 40% with 24% of . 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. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. estimated that it was only $1.3 billion in 2021. When subscribers or listeners comment or ask questions, address them promptly. Essentially how sponsors judge your audience doesnt rely on numbers but on the quality and relevance of your subscribers. Consistently engage with your podcast subscribers to encourage user-generated content. Done well, (and legitimately!) Your podcast needs to have buzz or referrals to find a sponsorship. Whether youre trying to grow your podcast for the first time or want to increase your revenue from sponsorship deals, you need to know everything about podcast sponsorships. The two main ad formats used for these agreements are host-read ads and radio-style ads. Is this sponsor only known in a limited location? This Is Important Podcast. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. Which episodes are your most results-driven, and how can your sponsor leverage this? For identifying potential sponsors, think of products or services you use that would also improve the lives of your listeners. A podcast website is a great way to increase listenership and bolster your content with the use of blogs, images, and much more. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. this is an excellent example of where listeners are being pointed to. Claim Ownership. Some media hosts and agencies can set you up to run dynamic ads on your podcast. A podcast sponsorship is an agreement between a brand and a podcast host. Post classified ads for sponsorship, guests, co-hosts, cross-promotion. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. Yet these influencers gain the highest engagement rates,being almost 4%. Network with brands or small businesses and pitch your idea to them directly, whether in person or online. When it comes to podcast advertising, there are different ways that the pricing can be structured. What products or services would add value to my listeners? For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. The value of sponsored content is that it can help to boost brand recognition. If an agency charges you an $18 CPM, you're paying $18 to reach 1,000 people. The title of your episode gives subscribers an idea of what the episode covers. Research and determine what products your audience would purchase. Listeners can fast-forward as soon as they hear the change in cadence or background sound. So, theres a lot of money to be made by means of podcast advertising. The brands products/services will be promoted at some point in the creators podcast episode. A direct response ad is a mixture between a native ad and product placement ad. 4) Podcasting Can Help You Build a Personal Brand. This is a method of measuring advertising based on audience numbers. The Ultimate Guide for 2023, As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. Subscribe to the podcast in the media player of your choice. 1) You're passionate about a topic or have something to say. 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. There are different types of paid ads that you can run on your podcast. 1. This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. Baked-in ads, on the other hand, form part of the original episodes recording. Typically, these services will look for a certain level of downloads too. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. Here are a few ways you can optimize your chances of success. In addition to tracking unique promo codes that were shared during the podcast, you can also look at indirect attribution. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. When you reach out to brands for podcast sponsorships, personalize your pitch. If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. 607 posts. 141 episodes. It is important to note here that if you already have a personal website, you don't need to create a whole new website for your podcast. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . but thereare two main formats you can choose for sponsored ads in your podcast: For either choice, you can place sponsored ads before your episode starts, at the end, or at a break point. Retailers are also a much safer option as they seldom decline targeted exposure. 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. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. Contact an insurance companys marketing department and pitch a sponsorship. This Podcast has been fun to listen to. The needs and pain points of your audience. Last Update: 2023-02-21. These include ad length, size of the podcast audience, niche, and timing. Mitch Russos Tribe Builders Podcast charges $1,500 per month. 1 Code. Companies know who purchases their products, and they are looking to partner with podcasts that can deliver that audience. Including all of these elements ensures you won't miss anything important when recording the podcast live. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. 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. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. Network with brands or small businesses and pitch your idea to . 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. Click on a link, follow, comment, etc.? 2) Podcasting Is an Easy Platform to Create Content. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. 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. If your ad isnt memorable enough, it doesnt matter how many heard it. The more relevant your podcast, the more you can charge. SweeTango on The Katie Couric Podcast. Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. Podcast advertising is an out and out paid marketing tactic that can include: Pre-Roll "spots" that appear as a sort of intro ad before the podcast begins. Reading ads for more than 10% of your podcast's total episode length can backfire. Theres a couple of options open to you here. . Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episodes release. I also learned that there are three main categories of ads in podcast sponsorships: Preroll: ~15-30 second ad at the start of the show. While theres no set method for attracting sponsorships, there are a couple of proven strategies. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. Additionally, you have a duty to your audience. And this goes for how sponsors impact your podcast too. 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. These marketplaces will take their commission from your sponsorship deals. 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. Your podcast needs to have buzz or referrals to find a sponsorship. So, if youre looking to reach 10,000 listeners and you need one spot for a 30-second ad, youre looking at about $180. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. Think of it this way: Over two-thirds of listeners act based on the ads they hear on podcasts. Research the brand and see if you can find specific contact details for the appropriate people. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. Get rid of the sound board and this would be a 5* podcast. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. 2. Doing this is much better than reaching out on general contact lines and never getting through to a decision-maker. Need that extra guidance? Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. Most hosts take commission. Your podcast hosting server will allow you to create a page to showcase your podcast. 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. In 2020 over 155 million people listen to a podcast every week. AdvertiseCast is a podcast network with over 1500 shows in its inventory. There are four main ways that you can use podcasting to make money. On which podcasts do they advertise? Episodes. As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. This is Important. According to. This is totally topic dependent, but a few examples might be. The downside is that theres no guarantee of any commission at all. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. Narrow Down Your Niche. And once you do, use the top SEO tactics and develop an affiliate marketing campaign to monetize your earnings. Send out a survey to get some answers. This seems like an intuitive no-brainer, but it has to be mentioned off-top. 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. 2. ddp1987. You can, for example, create it as a PDF file that you share upon request or interested businesses can download directly via your website. Sponsorship ads on your podcast description the product or service promoted on or... Discuss some very important topics to first find the sponsor who will fit your niche work out ROI... No secret for podcast sponsorships all benefiting from every aspect of finding sponsors for you so can... As a guide for business owners whove been approached about potentially advertising on.... Sponsors and how well you engage your audience to create content pre-roll ad spot they. Create buzz about your podcast examples of podcasters earning a whopping two cents ) for an advertisement you try verify! End, or somewhere in between and your podcast episodes is roughly $ 18 to reach 1,000.. 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