Not fully bought into the sponsorship route, but want to explore monetisation. Dont know where to start? My experience has been that it is common for hosts to guess about their audience. Secondly, it can be more authentic. Product placement ads are pretty straightforward. 1. Acquiring sponsorships: Do listeners pay attention to complete episodes? The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. Revolution. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. A podcast sponsorship is an agreement between a business and a podcast host/creator. A very niche show with around 200 listeners might charge $150 per episode, whilst a podcast with 5000 listeners based around a much more general topic might struggle to get a better deal than $20 CPM. Best for: Podcasters who don't want to split the revenue with a network. On which podcasts do they advertise? Whenever you can, tell people about your podcast online and in person. 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? However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. Some of the top affiliates for podcasters are: It's important to know what you're getting into before striking a deal with a brand. In 2020 over 155 million people listen to a podcast every week. ), they do all the work of finding sponsors for you so you can focus on creating content. Doing this is much better than reaching out on general contact lines and never getting through to a decision-maker. Talenti on Gastropod and Spilled Milk. Brands set filters to find podcasts they want to buy host-read ad space from. Here are the three primary metrics in podcast advertising. 2019 P2P Marketing All Rights Reserved. To calculate your rate for podcast sponsorships, there are three ways you can do this. But it can take many different forms, and its not necessarily the right approach for everyone looking to monetise their content. But producers tend to know their audiences well, and a quick chat with them will help establish whether or not youre a good fit for each other. 2. This will help to create a more engaging and authentic ad. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. Not only should you research what your competitors are doing, but also the podcasters that you consider using. 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. Reasons to add Podcasts to your Digital Marketing Strategy. However, somehow podcasts managed to prove the pessimists wrong. this is an excellent example of where listeners are being pointed to. Ep 123: She's Not A Naked Grandma, She's My Mother 2023-02-21. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. 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. This is Important. 2. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. Join our private podcasting community with a 7-day free trial (no credit card required). 6. From food and supplements to gym equipment. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. Another way to determine if your ads were successful is to create a survey. If you charged $50 for every 1,000 downloads, the sponsor would pay you $250 for an episode that got 5,000 downloads. Theyre paying you for a service, and you need to deliver and try to keep them happy. 22 votes. Post classified ads for sponsorship, guests, co-hosts, cross-promotion. If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. The method you use to pitch to brands largely depends on the size of your audience. The method you use to pitch to brands largely depends on the size of your audience. The best way to get sponsors for your podcast is to ensure your podcast is an exclusive listening experience for your audience. Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. Whats in it for your sponsor? Hes sourced sponsorship from the makers of many of the products he uses himself. The current industry standards for CPM rates are: Post-roll ads are less common among advertisers because there tends to be less engagement at the tail end of podcast episodes. How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) When using downloads as a metric, the simplest way is to look at how many downloads it received per episode by tracking it over the 30-day period after the release of that episode. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. Some podcasters charge as much as $5,000 per podcast ad campaign. Consider the most-fitting brands to work with. Information about your audience. Around 24% of the US population (68 million) listen to multiple podcasts weekly. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. Typically, these services will look for a certain level of downloads too. Lets talk a bit about both approaches. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. 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. Heres an example. Like banks, insurance companies often have specific categories of brands they sponsor. It is important to note here that if you already have a personal website, you don't need to create a whole new website for your podcast. Whats more, 60% of listeners revealed that they actually searched for a product after it was mentioned on a podcast. Sponsors often want podcast hosts with a personal interest in the products and services they sell. A crucial part of securing sponsorships is to put your audience at the forefront. No more than a month shouldve passed between two episodes, unless theyre taking a season break. For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. 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. When it comes to podcast advertising, there are different ways that the pricing can be structured. You can charge a fixed rate per 1000 episode listens. Partnering with brands you genuinely love lets you monetize your podcast while maintaining an authentic connection with listeners. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. You have the freedom to choose which brands you endorse. 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. Podcast sponsorship is a deal between a business and a podcast host/creator, where the creator promotes the brand in one or two episodes. 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. This seems like an intuitive no-brainer, but it has to be mentioned off-top. One single medium has so much potential which should not be ignored by any marketer out there. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. For identifying potential sponsors, think of products or services you use that would also improve the lives of your listeners. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. You can easily include sponsors in . 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. 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. Understand the brands values, audience, and how you can work well together. To put this into perspective. 140. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. Podcast sponsorship is the most traditional method of monetisation in the medium. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. 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. Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. 5 steps to work with brands and land podcast sponsorships with Debbie Arcangeles, host of The Offbeat Life Podcast. Though, just keep in mind that once you go down this path, youll need to stick to a schedule. 3) You Can Create Long Form Content. Find Podcast Sponsors That Align with You; Know Your Audience. When people click on this link, theyll get redirected to a brands website. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. Think of it this way: Over two-thirds of listeners act based on the ads they hear on podcasts. So, how do you find the best podcast sponsors? There are peak times when your audience is most active. Transcript. Verified. Of course, you must have a positive image to reflect well on the sponsors you want to secure. A $30 CPM or higher is on the expensive end of the spectrum. Including all of these elements ensures you won't miss anything important when recording the podcast live. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. So, theres a lot of money to be made by means of podcast advertising. 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. When your podcast listeners click on this link and purchase, youll earn money based on your affiliate commission rates. That doesnt necessarily mean someone will be willing to pay it. Things change the minute theres money involved. If youre interested in selling products, becoming an Amazon influencer can be a good Inbound marketing is a crucial component of any successful enterprise-level digital Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. 10 out of 10 would listen again. You can do this by using specific keywords during your podcast episodes. Maybe even to have enough left over to treat their other half to a nice meal every couple of months. When you work with sponsors that share your values and target audience characteristics, you can offer value to your subscribers through sponsored ads. How many followers do they have? 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! Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. In this Catalyst interview, Denise shares how she's navigated the B2B world for more than 20 years, the importance of finding and becoming a sponsor and mentor, and how WorkForce Software is working around COVID-19. Tip: Learn more about your listener demographics through your podcast hosting platform and specific directories like Spotify or Apple Podcasts. They hit the sound board hard, but it definitely grows on you. 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