Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. What to Know Before You Approach a Potential Sponsor. Yes, brands invest in podcast sponsorships for maximum reach. This is totally topic dependent, but a few examples might be. Straight away, this gives podcasting the strength of targeting. Though, just keep in mind that once you go down this path, youll need to stick to a schedule. Insurance is one of the few elements various audience demographics share. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. 2. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. These slots are known as: Mid-roll is the most desired spot (and thus, the most expensive). Reading ads for more than 10% of your podcast's total episode length can backfire. CPM can work well for podcasts that have download numbers in the thousands. Your affiliate manager can make or break the success of your affiliate marketing program. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. Thank people for listening at the end of your episode. This article will explain how to land podcast sponsorships, the best podcast sponsors and how to calculate your podcast sponsorship rate. browse the shop. Podcast sponsorship's earn content creators significant amounts of money. 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. Here are our top 5 tips on landing your first sponsorship deal. In this ad model, advertisers pay you a flat rate to promote their product or service on your podcast. If your podcast is related to women in business or is coaching/mindset related, for example, this is the kind of company you might approach for sponsorship. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. Heres our full guide to creating a podcast media kit. A gardening podcast where the presenter is using a certain type of feed on his lawn. For more on that, check out Should I Sponsor a Podcast? Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). Here are the four main ways to reach out to potential sponsors. Understand the brands values, audience, and how you can work well together. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. But it may take several messages to catch the right peoples attention. Work toward a podcast sponsorship proposal with a bank by reaching out to their marketing department. Besides reach, podcast marketing for brands is also about conversions. Firstly, their ads will never be swapped out for another brands ad. 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. 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. Reach out on Twitter. A deck is basically like a brochure you can send to prospective sponsors. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. Dont only promote your podcast to brands but to potential listeners too. . Retailers are also a much safer option as they seldom decline targeted exposure. Instead, its more important to have engaged listeners than simply reaching a big crowd. Do an audience Q&A session to answer some of the best user questions. Alternatively, you can simply offer subscription tiers or ask directly for donations. Reach out to the brands marketing department and pitch your podcast. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. Consider affiliate programs aligned with those products. From a podcast producers point of view, dynamic ads are more attractive as they give them more chances to take advantage of sponsorship. Timing (for example, an ad during so-called prime time will cost more). For example, if the podcaster uses a site such as. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. This builds a layer of trust and authority. Its just so well done that its hard to notice an ad has actually started. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. Podchasers average rates for ad spots are more or less the same as AdvertiserCasts data. Of course, you must have a positive image to reflect well on the sponsors you want to secure. This way, the podcaster simply has to play them on their episodes. Banks are some of the best sponsors for podcast hosts, and this is no secret. Most hosts take commission. This is Important. Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. From a brands point of view, baked-in ads are better. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. Claim Ownership. This is key. Thats our guide for all the info youll need on that front! Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. . However, somehow podcasts managed to prove the pessimists wrong. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. Banner + text + CTA + link in each email that sends for each episode (est. Check out the opening few minutes in Season 2, episodes 2, 3, and 4. Many podcast hosts do this and earn money to reinvest into their podcasts. Sure, engaging content and growing listeners can monetize your podcast, but sponsorships help you achieve both, while maximizing your profits. 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. 1 Code. 141 episodes. Unless you have a golfing, tennis, swimming, or football hobby, youre better off with brands more suited to you. In fact, the opposite can be true, the more hyper-targeted it is. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. Get rid of the sound board and this would be a 5* podcast. Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Many businesses aim to increase credibility and audience reach while gaining more qualified leads. For example, if the podcaster uses a site such as Spotify, youll be able to access numbers provided by the platform. Lets talk a bit about both approaches. In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. Follow. Consider your audience. Your podcast description should connect to your target audience and prove what makes your podcast unique. Youre promoting products that can engage and interest your listeners. 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. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. In this case, you stand more of a chance with the lower numbers because they have a higher chance of converting and referring your sponsor to other qualified buyers. 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. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. 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. A $30 CPM or higher is on the expensive end of the spectrum. Research the sponsors you are considering and see if . Here's how to turn yours into paid content. Do listeners pay attention to complete episodes? The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. The pricing of podcast ads can be structured in different ways. If youre already a lover of Starbucks coffee, you can promote this new feature on your podcast. Including all of these elements ensures you won't miss anything important when recording the podcast live. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. Usually, the host will read a scripted ad either before, during, or after the episode. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. How much do podcasters make on sponsors? 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. 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. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) So, theres a lot of money to be made by means of podcast advertising. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. However, ideally youll want to partner with a show that releases a new episode every week or every second week. Your ad can appear in the first 10% of the episode (known as a pre-roll ad), in the middle of the episode (known as a mid-roll ad), or towards the end of the episode (known as a post-roll ad). , youll be able to access numbers provided by the platform. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. In 2014, advertisers spent nearly $90 million on in-podcast ads, which became $190 billion in 2016 . Also, mention how the brand can benefit from your promotion. 3) You Can Create Long Form Content. The title of your episode gives subscribers an idea of what the episode covers. Also, post-roll ads are generally the least attractive as you run the risk that many listeners wont listen to the very end. Include pre-roll ad? join the evolution. Providing value to brands is the trick for this method. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. Benefits of Podcast Sponsors. Mixergy, hosted by Andrew Warner, charges about $5,200 for three 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? How many downloads do you get on average? Use data to make investors feel confident. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. Your audience turns up to hear you, after all. Your podcast needs to have buzz or referrals to find a sponsorship. But, many podcasts have much smaller audiences than that. If you charged $50 for every 1,000 downloads, the sponsor would pay you $250 for an episode that got 5,000 downloads. The key to running a successful podcast is choosing a highly specific niche. Send out a survey to get some answers. Maybe even to have enough left over to treat their other half to a nice meal every couple of months. Partner With Podcast Sponsors A great way to get your hands on an awesome prize that will drive a whole lot of entries without breaking your budget is to partner up with a relevant sponsor and have them provide you with a prize in exchange for some dedicated actions in your campaign, the promotion and exposure you can offer them, and even the . Here are the four main ways to reach out to potential sponsors. Summary: What to Consider to Land Podcast Sponsorships. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . Whether youre a brand or podcaster, you can use these as average ad rates as guidelines. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. More sponsors prefer working with this format. This perspective isnt all correct. Source: Pete McPherson DYEB. 3) Ask if they'd be open to doing a phone call to speak further. Podcast sponsorships are the bread and butter of the thriving podcast. Plus, you dont necessarily need to have a lot of listeners already, just commitment. Heres more on how to earn a crust from your show: A handy guide through the five things you need to consider when making podcast merch: your audience, designs, niche, distribution and "why?". Another model of podcast sponsorship is the affiliate commission route. There are different types of paid ads that you can run on your podcast. Some of the best adverts Ive heard in podcasts have been on fictional shows, because the makers can get really creative with them. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. You cant deliver the same value for all sponsors you reach out to either. Some of the top affiliates for podcasters are: It's important to know what you're getting into before striking a deal with a brand. A bigger audience isnt always better. For example, on Patreon you can add merch to your different membership tiers. Commonly, podcasts deliver ads in one of two ways. 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. For a 25-second pre-roll ad spot, they reveal that youll pay about $15 CPM. 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. When was the most recent episode released? Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. The CPM model allows podcasters to earn $ 15-30 for 1000 downloads. From food and supplements to gym equipment. This means that the ads placement can change from pre-roll to mid-roll to post-roll. Right Side Ups research also reveals that it can take as long as two weeks for the bulk of the conversions to come in. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. 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. For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. 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). An alternative is for a third party to create adverts. Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. Best for: Podcasters who don't want to split the revenue with a network. Businesses prefer working with podcast hosts that have somewhat of an. Im sure youve seen several insurance sponsorship ads on TV and social media platforms like YouTube and Instagram. Shop Courses Episodes About Home Events Blog. Best for: Any podcaster; best option for those with a small audience. Well also cover how to reach out to potential sponsors should you decide that it sounds like a good fit. 1) You're passionate about a topic or have something to say. 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. 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. 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. 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