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. Last Update: 2023-02-21. You can use this resource, either as a template for your own pitch, or you can just link them to it directly. Pitch directly to brands. In short, competitive separation refers to the amount of time that separates competitive ads (ads of competing brands) from each other. One of the most prominent sponsors of The Armchair Expert is Chrysler. 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. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. Your audience turns up to hear you, after all. The only way to get this right is by understanding your sponsors and what they need well enough. and frustrated. Reach out on Twitter. Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. Here's how to turn yours into paid content. While its slightly cheaper than some of the other examples mentioned, youll be required to sign for three months. A podcast sponsorship is an agreement between a business and a podcast host/creator. This Is Important Podcast. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. It can begin to grate on those whore bingeing through your back catalogue. Here are some tips for getting started: Write a Remarkable Proposal This is Important. Source: Pete McPherson DYEB. like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. Accidental Tech Podcasts sponsorship rates start at $5,500. Find Podcast Sponsors That Align with You; Know Your Audience. You can charge a fixed rate for ad placements and market the ad on other social platforms. How you develop an online presence depends on how you treat your audience. But producers tend to know their audiences well, and a quick chat with them will help establish whether or not youre a good fit for each other. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. (And don't forget to leave us a review!) Your choosing the right category in this step is especially important. Some sponsorships will not be available in all countries, either. This is totally topic dependent, but a few examples might be. Podcasters read the ads themselves and place them wherever they want within the episode. Heres an example. That doesnt necessarily mean someone will be willing to pay it. Sign up free. Best for: Can work for all podcasters depending on the type of marketplace. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. 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. Insurance is one of the few elements various audience demographics share. Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. Like for blog content and YouTube videos, use SEO techniques to help your podcast episodes reach more listeners. 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. Basically, you could name your price. It's calculated by dividing cost by impressions, then multiplying that number by 1000. Your podcast needs to have buzz or referrals to find a sponsorship. A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. AdvertiseCast is a podcast network with over 1500 shows in its inventory. 2. Give shout outs to new members. From the different types of ads to average ad rates, heres the most important information you need to get started. Don't worry about downloads. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. This Is Important Podcast. On top of that, the ads are often irrelevant to your audience, break up your content in a jarring manner, and generally annoy your listeners. 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? In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. Baked-in ads, on the other hand, form part of the original episodes recording. Armed with better insight into how your ads are performing on the different shows, you might just find that it will make more financial sense to spend more on specific podcasts, while reducing your spend on others. You cant deliver the same value for all sponsors you reach out to either. . the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Podcasts are mostly free, but they don't have to be. In exchange for giving the brand exposure, you earn money! , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Bombas VP of Marketing, Kate Huyett, has shared that "in a given week, about 50-60% of our new customers are coming from paid [channels] and podcasting has ranged from 15% to 40% of that. Ep 123: She's Not A Naked Grandma, She's My Mother 2023-02-21. Not only should you research what your competitors are doing, but also the podcasters that you consider using. A . 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. Influencer Marketing Hub Influencer Marketing A Full Guide to Podcast Sponsorship and Ad Rates (2023). To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. That means the audiences they build around them generally share a common interest. Subscribe to the Podcast to receive alerts as new episodes post. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. Whenever you can, tell people about your podcast online and in person. You should get a response within a couple of days. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. Not fully bought into the sponsorship route, but want to explore monetisation. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. When you join a podcast network (Midroll, Acast, etc. What are your per episode engagement rates? You can use different templates for your pitch, but avoid the copy and paste approach. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. Just head to your dashboard and click 'Marketing', where you'll . Use data to make investors feel confident. Transcript. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. How to Get Sponsors for Your Podcast. It can be one page long or a few pages long, depending on the layout. Thank people for listening at the end of your episode. The more relevant your podcast, the more you can charge. Listen to the Podcast! When podcasts entered the scene, people were quick to dismiss it. 0:00. 2) Podcasting Is an Easy Platform to Create Content. 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. Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. Grow your audience and plan towards earning from your show! This builds a layer of trust and authority. Advertising on a podcast isnt like putting up a billboard at the side of a road, where 90% of the folks who see it arent a companys target audience. This isnt just relevant to folks seeking a podcast sponsor, but podcasters in general. For a 60-second ad, the cost per mile is about $25. Do I consistently get at least 200 downloads per episode? 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. Right Side Up, a growth marketing consultancy, recommends that you run your podcast ads for 7-10 weeks. A verbatim script is just that. Consider the most-fitting brands to work with. 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. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. 1. Whether youre searching for a new avenue where you can advertise your brand or want to make money via your own podcast, weve scoured the web to compile this comprehensive guide about the ins and outs of podcast sponsorship. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. This means that its easier for them to earn ongoing ad revenue. Reach out to info@buysellads.com for the requirements to join. So, how do you find the best podcast sponsors? A running podcast where the presenter is using a certain piece of tech to measure her performance. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. People love podcasts and theyve become increasingly popular in recent years. If you pick the latter approach, you can, for example, try Midroll. Heres our full guide to creating a podcast media kit. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. 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. SweeTango on The Katie Couric Podcast. Need that extra guidance? For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? If youre playing the same one on every episode, it can train your listeners to hit the skip button. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. 4. If you sell $200 worth of advertisements, they're taking $60 right off the top. , social media marketing, etc, you should remember to track your progress to work out the ROI. The fancy term for this is designing a media kit. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. Your affiliate manager can make or break the success of your affiliate marketing program. Including all of these elements ensures you won't miss anything important when recording the podcast live. Another model of podcast sponsorship is the affiliate commission route. 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. In fact, the opposite can be true, the more hyper-targeted it is. 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. A smaller audience doesnt make it any less valuable though. 917. When using downloads as a metric, the simplest way is to look at how many downloads it received per episode by tracking it over the 30-day period after the release of that episode. 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. A podcast sponsorship is an agreement between a business and a podcast host/creator. Yet these influencers gain the highest engagement rates,being almost 4%. Research the sponsors you are considering and see if . Weve talked about how having a smaller audience doesnt necessarily make it any less valuable. Podcast listeners consume an average of seven different shows per week. 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. 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. For example, on Patreon you can add merch to your different membership tiers. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. 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. You can easily include sponsors in . For identifying potential sponsors, think of products or services you use that would also improve the lives of your listeners. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. 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