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. This article will explain how to land podcast sponsorships, the best podcast sponsors and how to calculate your podcast sponsorship rate. Mention when subscribers can expect new episodes. When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. Send out a survey to get some answers. Listeners can fast-forward as soon as they hear the change in cadence or background sound. If youre a podcaster looking to monetize your content, you can also benefit (and were not just referring to all the potential free product samples). 3) Ask if they'd be open to doing a phone call to speak further. It's important to create a quality sponsor message that kicks your show off well, reflects your sponsor's brand, and sounds natural. Your podcast needs to have buzz or referrals to find a sponsorship. 0:00. This . Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. This ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. LootCrate is a popular monthly subscription box offering nerd and game-related merchandise. Micro influencers have no more than 20k followers. You can track sales and commission in various ways. This perspective isnt all correct. There are a couple of factors that will impact an ad spots price. Acast is a podcast network and ad marketplace. There are peak times when your audience is most active. Post-roll is the least optimal position for an ad, but its also the cheapest. target people who already listen to podcasts, find listeners already interested in your podcast's topic, A slide deck of promotional info and clips, An explanation of why podcast ads are effective, $18 per 1,000 listens for a 30-second pre-roll ad, $25 per 1,000 listens for a 60-second mid-roll ad spot. 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. Accidental Tech Podcasts sponsorship rates start at $5,500. But the other big strength of podcast sponsorship is in the delivery method. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. For more on that, check out Should I Sponsor a Podcast? 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. 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. Whether youre trying to grow your podcast for the first time or want to increase your revenue from sponsorship deals, you need to know everything about podcast sponsorships. Your podcast niche is art. Podchasers average rates for ad spots are more or less the same as AdvertiserCasts data. 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. 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. 5) Podcasting Can Become a Second Income. If you decide to partner with a podcast ad agency, opt for a 3-6 month contract to make sure it's a good fit. When you work with sponsors that share your values and target audience characteristics, you can offer value to your subscribers through sponsored ads. Transcript. In exchange for giving the brand exposure, you earn money! Podcast ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. Here, you run ads in the same manner as above. If you charged $50 for every 1,000 downloads, the sponsor would pay you $250 for an episode that got 5,000 downloads. Podcast sponsorship is the most traditional method of monetisation in the medium. These marketplaces will take their commission from your sponsorship deals. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. Pitch directly to brands. Check out the opening few minutes in Season 2, episodes 2, 3, and 4. 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. Again, this isnt all about how many subscribers you have. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. While theres no set method for attracting sponsorships, there are a couple of proven strategies. Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Backblaze on Cortex. People love podcasts and theyve become increasingly popular in recent years. One single medium has so much potential which should not be ignored by any marketer out there. You cant deliver the same value for all sponsors you reach out to either. Whats important is how respected and trusted you are in your niche and how well you engage your audience. Like banks, insurance companies often have specific categories of brands they sponsor. Your podcast description should connect to your target audience and prove what makes your podcast unique. Today, that number is nearly 40% with 24% of . Consider affiliate programs aligned with those products. Its usually done in a very unceremonious way. However, a significant and engaged following is required to monetize your podcast through donations. Brands can collaborate with creators on the network to create unique ads that reach their target audience. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is about $18. 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. Dec 23rd, 2020. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model. . Its a win-win for everyone involved. Thanks to its popularity, podcasts are excellent for advertising. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. No credit card needed. And your podcast is no exception. For example, let's say a podcast sponsor is offering $20 CPM. Not only should you research what your competitors are doing, but also the podcasters that you consider using. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. Is this sponsor only known in a limited location? It can begin to grate on those whore bingeing through your back catalogue. Reach out to the brands marketing department and pitch your podcast. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone has assembled a crowd, and someone else would like to advertise a product or service to that crowd. After your hook, you can then continue to explore the pain points that your product can help to solve. Do listeners pay attention to complete episodes? The needs and pain points of your audience. If you start marketing products and . Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. Whenever you can, tell people about your podcast online and in person. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . Need that extra guidance? To give you a further idea of what you can expect to pay/earn, here are some of the rates charged by specific podcasts as revealed by Ardor SEO: Ultimately, the podcaster and business looking to place an ad will have to reach an agreement regarding the rate as there are no rates set in stone. "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. Podfly. Weve talked about how having a smaller audience doesnt necessarily make it any less valuable. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. The CPM model allows podcasters to earn $ 15-30 for 1000 downloads. For example, on Patreon you can add merch to your different membership tiers. 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. Podcast sponsorships are the bread and butter of the thriving podcast. Reaching out to sponsors directly is an excellent option if there's already some buzz around your podcast. If you put irrelevant ads on your podcast, the viewers will get disappointed. Mid-roll ads are typically longer (they can be as long as 90 seconds), while pre-roll and post-roll ads are usually about only 30 seconds long. Straight away, this gives podcasting the strength of targeting. This seems like an intuitive no-brainer, but it has to be mentioned off-top. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. A smaller audience doesnt make it any less valuable though. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. Instead, its more important to have engaged listeners than simply reaching a big crowd. Use keywords on this page to make it easier for targeted users to find your podcast. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. Your audience turns up to hear you, after all. 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 podcasters charge as much as $5,000 per podcast ad campaign. Use our. The fancy term for this is designing a media kit. 1. The brands products/services will be promoted at some point in the creators podcast episode. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. To collect your fan contributions use Stripe, GoFundMe, or PayPal. Around 24% of the US population (68 million) listen to multiple podcasts weekly. In 2009, only 9% of Americans listened to podcasts. For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. 2. Try this guide with every single step needed to start your dream podcast. The following are examples of the type of information that youll share in your media kit: In addition to podcast sponsorships, there are also two other options: affiliate marketing and selling merch. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. To make it easier to place the ad in a number of different podcasts, you might want to consider using a pre recorded ad that doesnt mention the podcast specifically. This Podcast has been fun to listen to. That's why it's important to lay the right foundation and use the following best practices. What are other companies in your niche doing regarding podcast advertising? Podcast sponsors always look for high-quality shows working in profitable niches. Do the Research Beforehand. 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 . A verbatim script is just that. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Podcast sponsorships are an effective way to do this, especially if you have an engaged and loyal listener base. Many podcast hosts do this and earn money to reinvest into their podcasts. A mid-roll ad that can be as long as 60 seconds will cost you double that, while a 25-second post-roll ad will work out the cheapest at about $10 CPM on average. The average rate for a 30-second podcast ad per CPM is roughly $18. Sign up free. And theyre not alone, as businesses have invested about, How much you make from a podcast sponsorship depends on various factors (w. are two main formats you can choose for sponsored ads in your podcast: Organically tell your audience about how the product benefits you. Captivate's one-click podcast sponsor kit is an essential tool that is available free to all users from day one. CPM can work well for podcasts that have download numbers in the thousands. Alternatively, you can simply offer subscription tiers or ask directly for donations. Grow your audience and plan towards earning from your show! For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. This is Important. Podcasters often get caught up in the mindset that they cannot monetize their podcast without having thousands of downloads - and it simply isn't true! Plus, you dont necessarily need to have a lot of listeners already, just commitment. How much do you think you could charge for an ad slot on that show? This will help to create a more engaging and authentic ad. Consistently engage with your podcast subscribers to encourage user-generated content. Most podcast monetization features come with a cost. like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. Podcast advertisers generally choose to have a dedicated landing page and a promotional offer for each podcast they sponsor - this is how they track conversions and the overall success of their ads. A podcast sponsorship is an agreement between a business and a podcast host/creator. Businesses prefer working with podcast hosts that have somewhat of an. Follow. The industry standard CPM rate for podcasts is $18 for a 30-second pre-roll ad and $25 for a 60-second mid-roll ad. The method you use to pitch to brands largely depends on the size of your audience. The Ultimate Guide for 2023, As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. Podcast hosts can set a fixed-rate, where they charge a standard rate for ad placements. But if your audience is in the low hundreds, youll likely be better off seeking out your ideal sponsor and attempting to negotiate a deal with them directly. Email: thisisimportantpodcast@gmail.com. Basically, you could name your price. This means that its easier for them to earn ongoing ad revenue. 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