Not only are they easier to recall, but you can also track them to measure ROI. 3) Ask if they'd be open to doing a phone call to speak further. How many downloads do you get on average? Get sponsorship deals with food brands! This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. So, how do you find the best podcast sponsors? Your podcast hosting server will allow you to create a page to showcase your podcast. Podcast sponsorships are usually based on the number of average downloads your podcast received. As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. For example, in-person and digital events, featuring on other podcasts, and joining podcast communities in your niche. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. Ensure your approach is realistic, as insurance companies have highly targeted audiences. Listeners are less likely to skip this content. You can do this by using specific keywords during your podcast episodes. You could charge more for these ads. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. Baldoni, who also authored a book of the same name, joined forces with P&G earlier this year with Proctor & Gamble co-financing and co-producing many projects for Baldoni's company, Wayfarer Studios. To collect your fan contributions use Stripe, GoFundMe, or PayPal. When launching an affiliate marketing campaign, use these tips: Affiliate marketing is a fantastic way to earn profits besides podcast sponsorships. Preview of Spotify. 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. Your audience will naturally build your reputation and social proof. Theres a couple of options open to you here. This is a method of measuring advertising based on audience numbers. Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. 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. Ensure you routinely evaluate user loyalty to determine if your techniques are working. 6. Example: "[Your podcast name] is sponsored by [insert brand name . And there are various approaches you can use for working with this sponsor. Today, this is what's important: Planning the podcast, keeping in touch with friends, group texts, political texts, phone numbers, safety songs for kids, Andrew Dice Clay, stand up personas, Mike Myers, buzzballs, and more. Usually, the host will read a scripted ad either before, during, or after the episode. 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. The CPM model allows podcasters to earn $ 15-30 for 1000 downloads. For an ad double the length, the CPM rate is $25. If a brand buys an ad on your podcast for a CPM of $20, you're going to get paid $20 per 1,000 downloads. However, there may be requirements, and your earning potential relies on the size of your audience. Acquiring sponsorships: Claim Ownership. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Therefore, it is vitally important that you know who listens to your show. And by joining multiple, you can expose your brand to a much wider audience. More fans than youd think would be willing to donate. Straight away, this gives podcasting the strength of targeting. Send out a survey to get some answers. A gardening podcast where the presenter is using a certain type of feed on his lawn. The alternative is that you script up your ad, record it as its own segment, and edit it into the episode. You can include a media kit in your pitch email that includes things like: If you don't hear back after the first email after a week, consider sending a friendly follow-up email. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Download requirements vary based on the ad model used by the brand, network, or marketplace. 1. Podcasters read the ads themselves and place them wherever they want within the episode. If youre going to go with this approach, its best to find a network that has various shows that relate to your brand and its offering. You are here: For example, on Patreon you can add merch to your different membership tiers. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. 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. Some media hosts and agencies can set you up to run dynamic ads on your podcast. There are many methods you can use to find the best podcast sponsors. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. Drag the slider to calculate potential podcast earnings. 1) You're passionate about a topic or have something to say. 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. . Be honest about why youre requesting donations, and genuinely use it for those purposes. The brand's products/services will be promoted at some point in the creator's podcast episode. 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. Here's how to turn yours into paid content. For one podcaster, the thought of covering their web and hosting costs is enough. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. When it comes to podcast advertising, there are different ways that the pricing can be structured. Your subscribers would have found more value in sponsored ads promoting one-of-a-kind paint brushes rather than an expert book on how to turn gardening into a side hustle. For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. Reading ads for more than 10% of your podcast's total episode length can backfire. By opting for multiple ads with smaller podcasts, you also have the benefit of ditching the lower performing podcasts for others that have generated better results. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. What if they begin to question whether your latest episode was only released because you were getting paid to run an ad? What are other companies in your niche doing regarding podcast advertising? A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. But this wouldnt work if your sponsor specializes in all-things gardening. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. Product placement ads are pretty straightforward. This is Important. 1. You have the freedom to choose which brands you endorse. Brands can sift through thousands of shows to find one that feels like a fit and reach out to the creator to strike a deal. There are several more banks on this list. Your podcast niche is art. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. Best for: Podcasters with 5,000-10,000+ downloads per episode. 76 following. Tip: To see if this model is profitable for you, assume 1% of your listeners act on your ad at a commission rate of 15% of a $50 product or service. 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. Also, post-roll ads are generally the least attractive as you run the risk that many listeners wont listen to the very end. Listen to the episode on a separate page. Category: Comedy. The most effective way is for the host to talk about the product or service. There are four main ways that you can use podcasting to make money. You can also use in-person and online promotion tactics to promote your podcast to a centralized group. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a 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. Those subscribers are as good as nothing. Micro influencers have no more than 20k followers. Here are our top 5 tips on landing your first sponsorship deal. Without the right audience, they cant achieve this through sponsorship. Thank people for listening at the end of your episode. 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. This means that its easier for them to earn ongoing ad revenue. Download this episode. 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 exercise is especially important if you run ads on different shows. This site sells ad spots to brands across multiple channels, including host-read podcast ads. Once at the Add-Ons Page, click "Activate" under "Monetize your show". Yes, brands invest in podcast sponsorships for maximum reach. Another way to determine if your ads were successful is to create a survey. , while the brand gets the chance to increase brand awareness and trust. Benefits of Podcast Sponsors. 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. When the ad will play. That means the audiences they build around them generally share a common interest. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. Need that extra guidance? Subscribe to the Podcast to receive alerts as new episodes post. If youre playing the same one on every episode, it can train your listeners to hit the skip button. This refers to the number of sales or sign ups they get as a result of the ad. One single medium has so much potential which should not be ignored by any marketer out there. 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. 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. 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