Podcast sponsorships are the bread and butter of the thriving podcast. This means that you can earn from running ever-updating radio-style ads on all of your episodes. 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. Best for: Podcasters who don't want to split the revenue with a network. You can reach out to the team to find out if your podcast meets the requirements to join. You have the freedom to choose which brands you endorse. If youre taking payment from anyone, you have an obligation to them. 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. When you reach out to brands for podcast sponsorships, personalize your pitch. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. When brands look for podcasts to sponsor, they want them to market their products or services to a wider target audience. 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. Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. This isnt just relevant to folks seeking a podcast sponsor, but podcasters in general. According to. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. Instead of merely a quick mention or placement, this type of ad gives the brand much more airtime. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. One of the best podcast sponsorship benefits is that you get to earn money from brands. As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. When your podcast listeners click on this link and purchase, youll earn money based on your affiliate commission rates. The show looks mainly at Apple and programming and boasts at least 75,000 downloads per episode on average. browse the shop. Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. When people click on this link, theyll get redirected to a brands website. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. 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. Reach out to info@buysellads.com for the requirements to join. 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. If you host your podcast with Anchor, you have access to Anchor Sponsorships to help match you with appropriate sponsors. What can you offer brands? 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. Brands set filters to find podcasts they want to buy host-read ad space from. It's calculated by dividing cost by impressions, then multiplying that number by 1000. Including all of these elements ensures you won't miss anything important when recording the podcast live. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. For example, if the podcast CPM rate is $25 and an episode had 10,000 downloads, the sponsor pays 10 x $25 = $250. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. Its best to define a niche and stick to it. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. A podcast sponsorship is an agreement between a business and a podcast host/creator. For one podcaster, the thought of covering their web and hosting costs is enough. Go ahead and click the green . It doesnt matter which type of podcast ad you decide to run, youll need to list points that must be mentioned so that the ad remains relevant. If you have a large following and its unrealistic to do this, give shout outs to your most loyal listeners and authority figures. If your podcast is related to women in business or is coaching/mindset related, for example, this is the kind of company you might approach for sponsorship. in the US, charges anything from $150 to $600 for ads. Each CPM refers to 1,000 listeners/impressions. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. 1. Take this all into consideration before deciding for certain that you want to go down the sponsorship route. 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 . Source: Pete McPherson DYEB. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. For a 25-second pre-roll ad spot, they reveal that youll pay about $15 CPM. Helping folks all around the world start and grow a successful podcast since 2007. Podcast sponsorship is a deal between a business and a podcast host/creator, where the creator promotes the brand in one or two episodes. The needs and pain points of your audience. Is this sponsor only known in a limited location? You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. Here are the three primary metrics in podcast advertising. This means that the ads placement can change from pre-roll to mid-roll to post-roll. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. June 18, 2019. Typically, these services will look for a certain level of downloads too. Planet Money. Have I worked to build trust with my audience? Reading ads for more than 10% of your podcast's total episode length can backfire. Sign up free. Request donations from your audience through Patreon. Not fully bought into the sponsorship route, but want to explore monetisation. There are a couple of factors that will impact an ad spots price. Ep 123: She's Not A Naked Grandma, She's My Mother 2023-02-21. 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. 22 votes. For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. Ads only play on podcasts hosted with Podbean. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . Anchor's CPM rate is $15 on a per-episode basis. Once you have clarity about your own niche, your goal should be to find brands from the same niche or that have similar interests. Backblaze on Cortex. Theyll tend to mention why they recommend it, some examples about how they themselves use it, how they benefit from it, and why the listener would too. Heres an example. 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. How do your listeners and subscribers find your podcast? How many audience members take your desired actions? 1 Code. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. 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. , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Without the right audience, they cant achieve this through sponsorship. Podcast Pro Membership The Blog Shop Courses Events Partners Podcast About Home 1:1 Coaching. The marketplace takes 20% of the earnings. Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. Reach Out Directly to Sponsors. Subscribe to the podcast in the media player of your choice. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. Hes sourced sponsorship from the makers of many of the products he uses himself. Granted, targeting isnt exclusive to podcasts. This is how much sponsors will pay per 1,000 downloads of your podcast, views of your video, or impressions on your tweet/Instagram/Facebook post. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. Podcast Sponsors AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. 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. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. , youll be able to access numbers provided by the platform. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. STEP 1 - Consider and ponder about your niche. Your podcast niche is art. In 2020 over 155 million people listen to a podcast every week. . This Is Important Podcast. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. 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. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model. Retailers are also a much safer option as they seldom decline targeted exposure. They can build them right into the story world. Though, just keep in mind that once you go down this path, youll need to stick to a schedule. This means that its easier for them to earn ongoing ad revenue. There's tough competition for podcast sponsors, which means you'll need to put together a compelling pitch for your show. Just like other types of content, your intro will need to grab attention immediately. Which Other Methods Can You Use to Monetize Your Podcast? But the other big strength of podcast sponsorship is in the delivery method. 5) Podcasting Can Become a Second Income. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. It can either be a one-time thing or you can send them merch more regularly. . 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. You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. ), they do all the work of finding sponsors for you so you can focus on creating content. 3 important things you need to know about podcast monetization 1. 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. The title of your episode gives subscribers an idea of what the episode covers. Consider affiliate programs aligned with those products. So, if you dont see results in the first week, dont worry. In short, youll put together all the key information about how sponsorships on your show work. 2019 P2P Marketing All Rights Reserved. One single medium has so much potential which should not be ignored by any marketer out there. Summary: How to Find Brands Looking for Podcasts? And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! Use our. This way, the podcaster simply has to play them on their episodes. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. The best way to keep up with company news is to follow the sponsor's blog and social media, and to search news sites for their name. Use data to make investors feel confident. 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