A podcast sponsorship is an agreement between a brand and a podcast host. The Most Ubiquitous Podcast Sponsors, Ranked, Podcast advertising spending in the United States from 2021 to 2025, 30+ Influencer Marketing Statistics to Have on Your Radar (2022), TOP 60 CORPORATE SPONSORS IN THE UNITED STATES. To embrace sponsorship activation, you have to know your audience. Things change the minute theres money involved. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. , social media marketing, etc, you should remember to track your progress to work out the ROI. You can track sales and commission in various ways. LISTEN TO THE PODCAST. Summary: Which Other Methods to Use to Monetize Your 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. Best for: Podcasters with 5,000-10,000+ downloads per episode. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. Listeners can fast-forward as soon as they hear the change in cadence or background sound. It's going to require a lot of work from you up . It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. Listen to the episode on a separate page. Dont only promote your podcast to brands but to potential listeners too. How the Sponsor Can Benefit from Your Promotion. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. Partnering with brands you genuinely love lets you monetize your podcast while maintaining an authentic connection with listeners. estimated that it was only $1.3 billion in 2021. Straight away, this gives podcasting the strength of targeting. Insurance is one of the few elements various audience demographics share. When opting for a paid interview, the brand will pay the podcast to interview a person whos linked with the brand (usually the interviewee will be some sort of expert). A verbatim script is just that. There are three ways to calculate your rate, and these include: On average, the CPM for a 30-second ad is $18. 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. Acast is a podcast network and ad marketplace. Brands can collaborate with creators on the network to create unique ads that reach their target audience. And there are various approaches you can use for working with this sponsor. Read this article for more details on how to approach podcast sponsors, the top podcast sponsors and how to make more money from your podcast in 2023. Best for: Podcasters who don't want to split the revenue with a network. Usually, the host will read a scripted ad either before, during, or after the episode. Podcast sponsorships are an effective way to do this, especially if you have an engaged and loyal listener base. Consider affiliate programs aligned with those products. 0:00. In short, its when a brand pays a podcast to mention the brand during the episode. Reading ads for more than 10% of your podcast's total episode length can backfire. 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? Doing the ads yourself is going to make them more effective. When the ad will play. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. Thanks to its popularity, podcasts are excellent for advertising. Reasons to add Podcasts to your Digital Marketing Strategy. start your evolution. 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. It can also be removed altogether at a later stage. The group make it feel as if you are sitting in the room with them and cracking up about all things important. Podchaser also lists average ad costs for podcasts that generate a lot of listeners. Acquiring sponsorships: and frustrated. The reason for this is that its simply riskier to pay significantly more for one ad even though it will reach a much bigger audience. that were shared during the podcast, you can also look at indirect attribution. @podimportant. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Instead, its more important to have engaged listeners than simply reaching a big crowd. How many downloads do you get on average? Another way to determine if your ads were successful is to create a survey. : Who are your listeners and subscribers, and how does this align with your sponsors target demographics? In the case of AdvertiseCast, it's a 30% commission. Heres our full guide to creating a podcast media kit. Minimal interruption to your content. 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. Around 3% of marketers make Podcasts. If its dynamic, the ad is separate from the original episodes recording. The scripts are often read by the podcast host which means that theres better continuity and the ad will feel more part of the podcast. Many podcast hosts do this and earn money to reinvest into their podcasts. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. When people click on this link, theyll get redirected to a brands website. Some sponsorships will not be available in all countries, either. By looking at how your competitors are using podcasts, you can identify shows that you can contact or networks that deal with relevant topics. Do listeners pay attention to complete episodes? These shows tend to have really hardcore, fanatical followings. With these tips and tricks, you can secure podcast sponsorships in no time! 2. Post-Roll which as you can guess appears at the end of the podcast. 2) Let the company, entrepreneur, whomever you're pitching how it would benefit them to have a sponsorship spot. Besides reach, podcast marketing for brands is also about conversions. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. Perhaps you have only a couple hundred or no more than a thousand subscribers, but theyre qualified leads for your sponsor and match their target buyers. Some ad models don't work unless you have an audience of thousands, and others can work if you only have a couple hundred engaged listeners. Podcast listeners consume an average of seven different shows per week. 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. What if they begin to question whether your latest episode was only released because you were getting paid to run an ad? However, there may be requirements, and your earning potential relies on the size of your audience. Like for blog content and YouTube videos, use SEO techniques to help your podcast episodes reach more listeners. 1. Post-roll is the least optimal position for an ad, but its also the cheapest. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. 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. In 2020 over 155 million people listen to a podcast every week. Backblaze on Cortex. If your ad isnt memorable enough, it doesnt matter how many heard it. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. Understand the brands values, audience, and how you can work well together. Step 3 is your posting frequency. What can you offer brands? For example, on Patreon you can add merch to your different membership tiers. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. How many audience members take your desired actions? Here, youll talk about a product or service during the recording of your episode. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. Theres a couple of options open to you here. The first thing to keep in mind is that these marketplaces can get you a lot of exposure to advertisers. Most hosts take commission. If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. Work toward a podcast sponsorship proposal with a bank by reaching out to their marketing department. , youll be able to access numbers provided by the platform. This builds a layer of trust and authority. 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. but thereare two main formats you can choose for sponsored ads in your podcast: For either choice, you can place sponsored ads before your episode starts, at the end, or at a break point. Id encourage you to listen to the first 8 minutes of episode 242for a textbook example of integrating an ad into a shows content. To approach the top podcast sponsors, consider the size of your following, how you can add value to your sponsor and how healthy your analytics are. Preview of Spotify. My experience has been that it is common for hosts to guess about their audience. 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. It can be one page long or a few pages long, depending on the layout. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. Best for: Podcasters with 10,000+ listeners. 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. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. When you reach out to brands for podcast sponsorships, personalize your pitch. 5. Step 2 is choosing your category and country. Your podcast needs to have buzz or referrals to find a sponsorship. But sponsorships arent easy to land. Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model. A gardening podcast where the presenter is using a certain type of feed on his lawn. Do an audience Q&A session to answer some of the best user questions. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. To collect your fan contributions use Stripe, GoFundMe, or PayPal. Use keywords on this page to make it easier for targeted users to find your podcast. However, somehow podcasts managed to prove the pessimists wrong. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. Personal Reasons Why You Should Start a Podcast. 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. These marketplaces will take their commission from your sponsorship deals. Retailers are also a much safer option as they seldom decline targeted exposure. Best for: Podcasters who don't want to split the revenue with a network. Consider your audience. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. A good start is to find out what your audience loves. For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. Get sponsorship deals with food brands! Those subscribers are as good as nothing. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. The last element is the call to action. Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. 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. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. Businesses prefer working with podcast hosts that have somewhat of an online reputation. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. join the evolution. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. 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 . LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. This means that its easier for them to earn ongoing ad revenue. Just like other types of content, your intro will need to grab attention immediately. You dont need to think or worry about doing your ad reads during the recording session. Press question mark to learn the rest of the keyboard shortcuts However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. Network with brands or small businesses and pitch your idea to . Your audience turns up to hear you, after all. Done well, (and legitimately!) Most podcasts have significantly lower numbers than this though. Im sure youve seen several insurance sponsorship ads on TV and social media platforms like YouTube and Instagram. 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. In short, podcast sponsorship refers to when a brand pays a podcast so that they can take advantage of the audience of the podcast in the hopes of winning new potential customers. From the different types of ads to average ad rates, heres the most important information you need to get started. Podcasters read the ads themselves and place them wherever they want within the episode. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. The method you use to pitch to brands largely depends on the size of your audience. And this goes for how sponsors impact your podcast too. Here, well take a look at the various ways podcast sponsorship can work. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. Weve done our research and put together the ultimate guide to podcast sponsorships how to approach sponsors, the best sponsors in 2023, and the best ways to monetize your podcast! How much do podcasters make on sponsors? 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. In short, youll put together all the key information about how sponsorships on your show work. SweeTango on The Katie Couric Podcast. An effective way to do this is to let the host share a personal story, if applicable, about how they discovered your product and the results that theyve enjoyed after using it. 3) Verbatim Script. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. If you have a podcast related to health or mental health, you could consider approaching an insurance company that covers insurance for health and mental health to sponsor your podcast. To put this into perspective. With fiction podcasts, its obviously a little harder to nail down listener interests and demographics. Make A Great Podcast. 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. Whats important is how respected and trusted you are in your niche and how well you engage your audience. In affiliate marketing, you get paid a cut for each sale made via a unique link instead of getting paid per 1,000 listens. this is an excellent example of where listeners are being pointed to. This is an easy-to-read breakdown of: . These slots are known as: Mid-roll is the most desired spot (and thus, the most expensive). Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. There are four main ways that you can use podcasting to make money. The host of the podcast basically doesn't have to create an entire episode from scratch as its a type of. There are many methods you can use to find the best podcast sponsors. Email: thisisimportantpodcast@gmail.com. 141 episodes. AdvertiseCast's Podcast Advertising Marketplace. A crucial part of securing sponsorships is to put your audience at the forefront. Basically, you could name your price. This is a method of measuring advertising based on audience numbers. Summary: How to Find Brands Looking for Podcasts? 2) Podcasting Is an Easy Platform to Create Content. Some podcasters charge as much as $5,000 per podcast ad campaign. Again, this isnt all about how many subscribers you have. 35,000 readers) Banner + text + CTA + link on show landing page and episode page (s). Information about your audience. It's possible that agencies charge $30+ for popular, highly-produced shows. Instead, its better to have more engaged listeners in your audience, something youll only get if you target podcasts relevant to your niche. 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. Podcast hosts like this are more valuable for brand sponsorships than creators with thousands of subscribers but no niche authority or below-average engagement rates. Be realistic in how you can impact your sponsors brand. This Podcast has been fun to listen to. Verified. This perspective isnt all correct. 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). How many new monthly subscribers do you gain? This will help to create a more engaging and authentic ad. The brands products/services will be promoted at some point in the creators podcast episode. Choosing ( Download Now to Learn How to Choose the Right Instagram Influencers for Your Campaign in 2023. Businesses prefer working with podcast hosts that have somewhat of an. This means that the ads placement can change from pre-roll to mid-roll to post-roll. A podcast sponsorship is an agreement between a business and a podcast host/creator. Is this sponsor only known in a limited location? The first step to recruiting sponsorships is putting together a pitch deck that makes you feel confident about what your podcast can offer business sponsors. 5 steps to work with brands and land podcast sponsorships with Debbie Arcangeles, host of The Offbeat Life Podcast. Add merch to your Digital marketing Strategy again, this gives podcasting the strength targeting. Only promote your podcast while maintaining an authentic connection with listeners read the ads themselves and place them wherever want! 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