Understand the brands values, audience, and how you can work well together. The host of the podcast basically doesn't have to create an entire episode from scratch as its a type of content collaboration, while the brand gets the chance to increase brand awareness and trust. An advert might appear at the very beginning of an episode, the very end, or somewhere in between. Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. Do they regularly engage with them? other podcast monetisation avenues are available. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. STEP 1 - Consider and ponder about your niche. But within their small audience, they achieve impressive engagement rates and have established credibility and authority. How many audience members take your desired actions? Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. Instead, its more important to have engaged listeners than simply reaching a big crowd. And how can you use other methods to boost your podcast in 2023? How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. 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. Benefits of Podcast Sponsors. 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 CPM model allows podcasters to earn $ 15-30 for 1000 downloads. Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. Sometimes a good deal with a brand comes just from having a consistent marketing strategy. An alternative is for a third party to create adverts. But the other big strength of podcast sponsorship is in the delivery method. Usually, the price of this package deal will correspond to the size of the audience. Niche. Besides reach, podcast marketing for brands is also about conversions. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. 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. You are here: 1. If your ad is followed by the ad of your competitor the next episode, theres the risk that your target audience will focus on comparing you to your competitor instead of really focusing on what your brand is all about and can offer. The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. When the ad will play. 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. 3. Another model of podcast sponsorship is the affiliate commission route. 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. 2) Let the company, entrepreneur, whomever you're pitching how it would benefit them to have a sponsorship spot. Businesses prefer working with podcast hosts that have somewhat of an. Can be more difficult for the inexperienced presenter to get right first time. Its much harder to do this in the written word, where blog posts are Googled and skimmed for the one piece of info the reader wanted. More SEO techniques for podcasts include: Affiliate marketing can help you generate steady revenue. Their self-service platform for podcast sponsorships helps match independent creators with affiliates they can authentically endorse. Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. You dont need an insane number of subscribers to secure podcast sponsors. 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. 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. Podcast sponsorships are an effective way to do this, especially if you have an engaged and loyal listener base. Personal Reasons Why You Should Start a Podcast. 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. According to their data, you can expect to pay anything from $1,000 to $3,000 to purchase an ad on a podcast that generates 100,000 listens. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. If you put irrelevant ads on your podcast, the viewers will get disappointed. 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. How much do you think you could charge for an ad slot on that show? The better your podcast, the greater your leverage when it comes to negotiating with your potential sponsor. In the case of AdvertiseCast, it's a 30% commission. For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? Helping folks all around the world start and grow a successful podcast since 2007. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. Why should you even pursue sponsors, though? Banks are some of the best sponsors for podcast hosts, and this is no secret. 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. Sponsors often want podcast hosts with a personal interest in the products and services they sell. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. Whats in it for your sponsor? Send out a survey to get some answers. 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. In there, youll find all of our video courses, downloadable checklists and templates, and we run weekly live Q&A sessions, too! You could have tens of thousands of subscribers, but what do your analytics say? 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. In exchange for giving the brand exposure, you earn money! Firstly, their ads will never be swapped out for another brands ad. Countless podcast hosts dont have a crazy amount of subscribers. 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. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. All in all, if you want to increase the chances that your target audience will take you up on your offer, its best to opt for a host-read, baked-in ad. You can track sales and commission in various ways. Podcasting is growing in popularity, and many podcasters are earning serious cash from podcasting. You cant deliver the same value for all sponsors you reach out to either. What can you offer brands? This refers to the number of sales or sign ups they get as a result of the ad. However, ideally youll want to partner with a show that releases a new episode every week or every second week. Most hosts take commission. You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. You dont need to think or worry about doing your ad reads during the recording session. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. 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 2009, only 9% of Americans listened to podcasts. Sylvia Ann Hewlett, an economist and the founder of the Center for Talent Innovation, has studied the difference between mentoring and sponsorship and what leaders have . Pitch Deck. To put this into perspective. Theres certainly no one-size-fits-all answer here, and lots of variables to consider. This lets you focus completely on your episode topic. the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. 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. 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. 6. In some cases, sponsors are more concerned about their cost per acquisition. Press question mark to learn the rest of the keyboard shortcuts Most podcasts that succeed focus on a certain topic or niche. You can charge a fixed rate per 1000 episode listens. 1. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. How many downloads do podcast sponsors require? If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. However, somehow podcasts managed to prove the pessimists wrong. This ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. Whenever you can, tell people about your podcast online and in person. 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. These include ad length, size of the podcast audience, niche, and timing. Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. Imagine you ran a podcast about building rockets capable of flying humans to Mars, and you only had one listener but that listener was Elon Musk. Don't worry about downloads. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. It's going to require a lot of work from you up . To approach podcast sponsorships, consider factors like: Banks are some of the best sponsors for podcast hosts, and this is no secret. About 20% of people are more likely to support a brand if its advertised on their favorite podcast, while more than half of listeners will actually search for a product after it was mentioned on a podcast. Consistently engage with your podcast subscribers to encourage user-generated content. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. 2. How many monthly subscribers do you lose? Here are some ad marketplaces to consider. Claim Ownership. For an ad double the length, the CPM rate is $25. Summary: What to Consider to Land Podcast Sponsorships. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. 0:00. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. Example: "[Your podcast name] is sponsored by [insert brand name . Show Guesting. Plus, you dont necessarily need to have a lot of listeners already, just commitment. Whats important is how respected and trusted you are in your niche and how well you engage your audience. Once at the Add-Ons Page, click "Activate" under "Monetize your show". Keep an eye on the top food brands for your podcast to see when they launch new products, apps, or experiences. Do listeners pay attention to complete episodes? Well also cover how to reach out to potential sponsors should you decide that it sounds like a good fit. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. Think of it this way: Over two-thirds of listeners act based on the ads they hear on podcasts. Yet these influencers gain the highest engagement rates,being almost 4%. For more on that, check out Should I Sponsor a Podcast? 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. Finally, if youd like more tailored help with podcast sponsorship is the... Think you could have tens of thousands of subscribers popularity, and timing most independent podcasters [ brand... And services they sell, Shawn Stevenson, has built an army dedicated. Potential sponsor only 9 % of Americans listened to podcasts firstly, their ads will never be swapped for! Podcasts include: affiliate marketing can help you generate steady revenue any other aspect of podcasting join. Can be more difficult for the inexperienced presenter to get right first time more important to engaged! 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