In some cases, sponsors are more concerned about their cost per acquisition. Using an affiliate marketplace is a great way to start monetizing in the early stages of your podcast. Basically, you could name your price. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. Insurance is one of the few elements various audience demographics share. Instead, its better to have more engaged listeners in your audience, something youll only get if you target podcasts relevant to your niche. How many downloads do podcast sponsors require? There are no download requirements to start affiliate marketing, and it's one of the easiest ways to get your first sponsor. Dec 23rd, 2020. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. 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. You can also start with a lower rate and increase how much you charge as you become more familiar with podcast sponsorships. Alban Brooke is the Head of Marketing at Buzzsprout and the co-host of Buzzcast. 2) Podcasting Is an Easy Platform to Create Content. Remember, brands have podcast sponsorship goals. Instead, its more important to have engaged listeners than simply reaching a big crowd. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Transcript. If you put irrelevant ads on your podcast, the viewers will get disappointed. The last element is the call to action. Countless podcast hosts dont have a crazy amount of subscribers. , youll be able to access numbers provided by the platform. Your audience will naturally build your reputation and social proof. Work toward a podcast sponsorship proposal with a bank by reaching out to their marketing department. Companies know who purchases their products, and they are looking to partner with podcasts that can deliver that audience. In the CPM model, the sponsor pays a set amount for every thousand downloads of that episode in the 30 days after it goes to air. Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. If youre playing the same one on every episode, it can train your listeners to hit the skip button. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. 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. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Dont know where to start? Your podcast needs to have buzz or referrals to find a sponsorship. A running podcast where the presenter is using a certain piece of tech to measure her performance. How can the sponsor benefit from your promotion. Here, youll talk about a product or service during the recording of your episode. What are your per episode engagement rates? Heres our full guide to creating a podcast media kit. Best for: Can work for all podcasters depending on the type of marketplace. 1) You're passionate about a topic or have something to say. 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. Network with brands or small businesses and pitch your idea to them directly, whether in person or online. Around 24% of the US population (68 million) listen to multiple podcasts weekly. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. A smaller audience doesnt make it any less valuable though. 76 following. Secondly, it can be more authentic. Do I consistently get at least 200 downloads per episode? Email: thisisimportantpodcast@gmail.com. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. Again, this isnt all about how many subscribers you have. Personalize your pitch when you contact them, and share your mission, vision, and sponsorship goals. Reading ads for more than 10% of your podcast's total episode length can backfire. Shop Courses Episodes About Home Events Blog. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. Podcasters read the ads themselves and place them wherever they want within the episode. It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. I also mentioned dedicated website sections, host recommendations, and coupon codes. 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. Take time to research brands to find where you can add value to them. The number of active podcasts nearly doubled in the span of two years, while almost 60% of all US consumers older than 12 listen to podcasts, according to Statista. 5 steps to work with brands and land podcast sponsorships with Debbie Arcangeles, host of The Offbeat Life Podcast. 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. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. Post-roll is the least optimal position for an ad, but its also the cheapest. When it comes to podcast sponsorship, its a case of quality over quantity. These marketplaces will take their commission from your sponsorship deals. 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. 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. 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. To monetize your podcast, you should implement the best SEO tactics, develop and manage an affiliate marketing campaign to earn commission and request audience donations. If the podcast is released in seasons, its typically mentioned in the title or shownotes. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. The pricing of podcast ads can be structured in different ways. A gardening podcast where the presenter is using a certain type of feed on his lawn. Things like trade magazines and blogs can be very niche and targeted, for example. Your podcast description should connect to your target audience and prove what makes your podcast unique. Affiliate sponsors usually pay podcasters a commission of $15-$30 for each sale made. Usually, the host will read a scripted ad either before, during, or after the episode. You can track sales and commission in various ways. Plus, you dont necessarily need to have a lot of listeners already, just commitment. Here's how to turn yours into paid content. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. Its a win-win for everyone involved. Listen to the episode on a separate page. A bigger audience isnt always better. There are peak times when your audience is most active. Reach out to the brands marketing department and pitch your podcast. 2019 P2P Marketing All Rights Reserved. Need that extra guidance? I also included the site stats: 0:00. After your hook, you can then continue to explore the pain points that your product can help to solve. Granted, targeting isnt exclusive to podcasts. In addition to mentioning your niche, youll need to have accurate numbers at hand. Lets talk a bit about both approaches. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. It is also the most lucrative and most straightforward way to make money from podcasting. AdvertiseCast is a podcast network with over 1500 shows in its inventory. 6. Its usually done in a very unceremonious way. As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. 2. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . Podcast sponsorships are usually based on the number of average downloads your podcast received. Podcast sponsorships are an effective way to do this, especially if you have an engaged and loyal listener base. want to work with these influencers, while only 22% prefer celebrities! 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 . Some sponsorships will not be available in all countries, either. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. 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. Podcast hosts can set a fixed-rate, where they charge a standard rate for ad placements. Theres certainly no one-size-fits-all answer here, and lots of variables to consider. 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. They hit the sound board hard, but it definitely grows on you. Figure out why a brand should want to advertise on your podcast. Our very own CEO Mark Asquith, Community Manager Ramona Rica, Podcast Websites member . ADP. However, it is not profitable to seek a sponsorship deal unless you consistently have at least 200 downloads per episode. Not fully bought into the sponsorship route, but want to explore monetisation. Banks are some of the best sponsors for podcast hosts, and this is no secret. 135K followers. Another way to determine if your ads were successful is to create a survey. Do their posts get a lot of likes? Show Guesting. 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. Once you have clarity about your own niche, your goal should be to find brands from the same niche or that have similar interests. When it comes to podcast advertising, there are different ways that the pricing can be structured. It can be CPM, value-based, or affiliate. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. 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. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. Yes, brands invest in podcast sponsorships for maximum reach. You basically lost that one shot that you had. Episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify to! Product or service during the recording of your podcast description should connect to your to... 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