February 24, 2021. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. 4. There's tough competition for podcast sponsors, which means you'll need to put together a compelling pitch for your show. This . What do sponsors look for in a podcast host? A crucial part of securing sponsorships is to put your audience at the forefront. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. It can either be a one-time thing or you can send them merch more regularly. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. What can you offer brands? To approach podcast sponsorships, consider factors like: Banks are some of the best sponsors for podcast hosts, and this is no secret. 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. Listeners can fast-forward as soon as they hear the change in cadence or background sound. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. People love podcasts and theyve become increasingly popular in recent years. You should get a response within a couple of days. The title of your episode gives subscribers an idea of what the episode covers. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. 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. "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. When your podcast listeners click on this link and purchase, youll earn money based on your affiliate commission rates. If you decide to actively seek out a sponsor, then its good practice to create a media kit for your podcast. Send out a survey to get some answers. How many new monthly subscribers do you gain? These marketplaces earn a commission on any ad sales they help generate. Reasons to add Podcasts to your Digital Marketing Strategy. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. 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. 1. Our very own CEO Mark Asquith, Community Manager Ramona Rica, Podcast Websites member . Its a win-win for everyone involved. 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. This seems like an intuitive no-brainer, but it has to be mentioned off-top. Heres an example. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Focus on strengthening your relationship with your podcast audience. Minimal interruption to your content. The fancy term for this is designing a media kit. If youre a brand, youll be glad to know that its effective. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) However, there may be requirements, and your earning potential relies on the size of your audience. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. Retailers are also a much safer option as they seldom decline targeted exposure. The last element is the call to action. In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. Helping folks all around the world start and grow a successful podcast since 2007. Can be difficult to transition to during a podcast interview. Therefore, it is vitally important that you know who listens to your show. This refers to the number of sales or sign ups they get as a result of the ad. Dec 23rd, 2020. 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. Reach out on Twitter. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. How many monthly subscribers do you lose? These are: podcast sponsorships, affiliate marketing, selling merch, and offering subscriptions. You basically lost that one shot that you had. Of course, networks want a cut of your ad revenue (usually around 30%), so you won't make anything significant unless you have a large audience. You have the freedom to choose which brands you endorse. Which episodes are your most results-driven, and how can your sponsor leverage this? Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. This will help to create a more engaging and authentic ad. So, if you dont see results in the first week, dont worry. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. Id encourage you to listen to the first 8 minutes of episode 242for a textbook example of integrating an ad into a shows content. Plus, as post-roll ads are generally slightly cheaper, it can end up being more cost-effective. For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. It can also be removed altogether at a later stage. Its also better to opt for a number of podcast ads on podcasts with a smaller audience reach than to run just one ad on a podcast with a big audience. Heres our full guide to creating a podcast media kit. Summary: Which Other Methods to Use to Monetize Your Podcast? Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. Its just so well done that its hard to notice an ad has actually started. The idea isnt to imitate exactly what theyre doing, but instead to create your own podcasting marketing campaign thats better. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. An advert might appear at the very beginning of an episode, the very end, or somewhere in between. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. 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. Pitch Deck. , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Make A Great Podcast. Like banks, insurance companies often have specific categories of brands they sponsor. You are here: As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. Sponsorship type. LISTEN TO THE PODCAST. How Do I Create a Good Podcast Advert or Sponsorship Slot? Don't worry about downloads. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. Youve slowly built up a level of trust with them. What are your per episode engagement rates? It is also the most lucrative and most straightforward way to make money from podcasting. Minimal editing and production you dont need to add in any segments in the editing phase. When podcasts entered the scene, people were quick to dismiss it. Because your audiences are passionate about art, it makes sense to work together. Another way to determine if your ads were successful is to create a survey. , with US Bank in 7th place and Bank of America in 8th. When it comes to podcast sponsorship, its a case of quality over quantity. Without the right audience, they cant achieve this through sponsorship. How much do podcasters make on sponsors? 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. Whats more, 60% of listeners revealed that they actually searched for a product after it was mentioned on a podcast. Not only should you research what your competitors are doing, but also the podcasters that you consider using. 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. Accidental Tech Podcasts sponsorship rates start at $5,500. Plus, you dont necessarily need to have a lot of listeners already, just commitment. Research the sponsors you are considering and see if . According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. This Is Important Podcast. The brand's products/services will be promoted at some point in the creator's podcast episode. 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. Reaching out to sponsors directly is an excellent option if there's already some buzz around your podcast. Best for: Podcasters with 5,000-10,000+ downloads per episode. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. 2019 P2P Marketing All Rights Reserved. Example: "[Your podcast name] is sponsored by [insert brand name . Its best to define a niche and stick to it. 0:00. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. Research the brand and see if you can find specific contact details for the appropriate people. 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. Your podcast needs to have buzz or referrals to find a sponsorship. Instead, its more important to have engaged listeners than simply reaching a big crowd. On which podcasts do they advertise? How many ads per episode? Sometimes a good deal with a brand comes just from having a consistent marketing strategy. "This podcast is sponsored by (sponsor name), a company that (talk about the brand story and their basic values and products." . Grow your audience and plan towards earning from your show! Listen to the Podcast! Doing this is much better than reaching out on general contact lines and never getting through to a decision-maker. "How much do podcasters make" isn't always answered with a number. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. . Micro influencers have no more than 20k followers. Some media hosts and agencies can set you up to run dynamic ads on your podcast. ), they do all the work of finding sponsors for you so you can focus on creating content. Your audience turns up to hear you, after all. If you pick the latter approach, you can, for example, try Midroll. Get sponsorship deals with food brands! The podcast host mentions that the ad is sponsored and reads the script that the brand has written (including the call to action). When you reach out to brands for podcast sponsorships, personalize your pitch. Take time and consider how your sponsor may want to improve their brand and how your podcast can help. Here are the four main ways to reach out to potential sponsors. Use keywords on this page to make it easier for targeted users to find your podcast. Take this all into consideration before deciding for certain that you want to go down the sponsorship route. When you join a podcast network (Midroll, Acast, etc. But, many podcasts have much smaller audiences than that. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. In affiliate marketing, you get paid a cut for each sale made via a unique link instead of getting paid per 1,000 listens. Email: [email protected]. This lets you focus completely on your episode topic. 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. There are four main ways that you can use podcasting to make money. This perspective isnt all correct. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. Brands set filters to find podcasts they want to buy host-read ad space from. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. Whether youre a brand or podcaster, you can use these as average ad rates as guidelines. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. Do the Research Beforehand. You could have tens of thousands of subscribers, but what do your analytics say? Contact an insurance companys marketing department and pitch a sponsorship. Listeners are less likely to skip this content. Ranker: The Most Ubiquitous Podcast Sponsors, Ranked, Statista: Podcast advertising spending in the United States from 2021 to 2025, Shopify: 30+ Influencer Marketing Statistics to Have on Your Radar (2022), ZipSprout: TOP 60 CORPORATE SPONSORS IN THE UNITED STATES. 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 . Some podcasters charge as much as $5,000 per podcast ad campaign. Here are some ways you can polish and prime your podcast for pitching to sponsors: 1. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. Do I consistently get at least 200 downloads per episode? Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. 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. 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