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. Its a win-win for everyone involved. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. 1) Reach out to a company and tell them you have a podcast with their ideal audience. What to Know Before You Approach a Potential Sponsor. want to work with these influencers, while only 22% prefer celebrities! Podcast #775: We Need a P.E. The longer this time period is, the better. Focus on strengthening your relationship with your podcast audience. What can you offer brands? Podcast sponsorships are the bread and butter of the thriving podcast. If you have a large following and its unrealistic to do this, give shout outs to your most loyal listeners and authority figures. Sign up free. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. What are your per episode engagement rates? But within their small audience, they achieve impressive engagement rates and have established credibility and authority. Reach out to the brands marketing department and pitch your podcast. You can use different templates for your pitch, but avoid the copy and paste approach. 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. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. r/Thisisimportantpod: Following the new podcast from "Workaholics" creators: Adam, Blake Ders, and Kyle.allegedly Press J to jump to the feed. Understand the brands values, audience, and how you can work well together. When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. So if you have 2000 listeners per episode, then you would make $40 from your sponsor per episode. This seems like an intuitive no-brainer, but it has to be mentioned off-top. Have I worked to build trust with my audience? Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. Whats in it for your sponsor? Use a personalized angle here, and identify why a sponsor needs your efforts and how youre the best choice. Ensure your approach is realistic, as insurance companies have highly targeted audiences. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. 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. If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. What do sponsors look for in a podcast host? 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. , youll include a trackable link to your podcast description. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. Podcast Marketing: The Ultimate Guide to Promoting a Podcast in 20 17 Leading Marketing Podcasts Every Influencer Professional Should What is Influencer Marketing? Network with brands or small businesses and pitch your idea to them directly, whether in person or online. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. When it comes to physical education in our country's schools, parents, teachers, and administrators alike typically place it at the bottom of their list of priorities something to fit in if budget, time, and academic standards allow. On the other hand, baked-in ads form part of the original episodes recording. 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. 22 votes. But, many podcasts have much smaller audiences than that. Passive - get an offer from a media host or get approached by a sponsor, Active - join a podcasting ad network or search for sponsors yourself. 0:00. 3) Verbatim Script. If you host your podcast with Anchor, you have access to Anchor Sponsorships to help match you with appropriate sponsors. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. After all, how can a medium without any visuals manage to attract and maintain peoples attention in this day and age? Straight away, this gives podcasting the strength of targeting. With affiliate marketing, youll include a trackable link to your podcast description. Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. The show tackles complex financial ideas rent control, the wealth tax, Bitcoin on a level that ordinary people can understand. More fans than youd think would be willing to donate. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. Theyre paying you for a service, and you need to deliver and try to keep them happy. Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. 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. 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. 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. When was the most recent episode released? There are no download requirements to start affiliate marketing, and it's one of the easiest ways to get your first sponsor. Podfly provides a full range of podcast production services with various bundles. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. Yet these influencers gain the highest engagement rates,being almost 4%. 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. Podcast sponsorships are usually based on the number of average downloads your podcast received. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. My experience has been that it is common for hosts to guess about their audience. You dont need to think or worry about doing your ad reads during the recording session. Figure out why a brand should want to advertise on your podcast. In a media kit, youll want to include things like: Also, be sure that you make it easy for potential sponsors to contact you. the insta for This Is Important - a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. Your audience turns up to hear you, after all. While both art and gardening may be hobbies, these audiences expect significantly different content. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. 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? Backblaze on Cortex. Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. So, theres a lot of money to be made by means of podcast advertising. 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. Doing the ads yourself is going to make them more effective. Podcasters read the ads themselves and place them wherever they want within the episode. Drag the slider to calculate potential podcast earnings. Be vigilant when choosing sports retail brands because these brands work with hosts and creators passionate about sports. Ensure you routinely evaluate user loyalty to determine if your techniques are working. 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. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. Post-Roll which as you can guess appears at the end of the podcast. At the end of the day, its a case of quality over quantity. Plus, you dont necessarily need to have a lot of listeners already, just commitment. Narrow Down Your Niche. Though, just keep in mind that once you go down this path, youll need to stick to a schedule. You can also opt for a cost-per-mile (CPM) rate which is a fixed price per 1000 episode listens, or a cost-per-action (CPA) rate for payment per action taken like clicks or sales tracked with a unique code. 4) Podcasting Can Help You Build a Personal Brand. Podchaser also lists average ad costs for podcasts that generate a lot of listeners. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. The two main ad formats used for these agreements are host-read ads and radio-style ads. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Looking to level up your podcast? You cant deliver the same value for all sponsors you reach out to either. 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. 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. Some media hosts and agencies can set you up to run dynamic ads on your podcast. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. There's tough competition for podcast sponsors, which means you'll need to put together a compelling pitch for your show. For an ad double the length, the CPM rate is $25. Be honest about why youre requesting donations, and genuinely use it for those purposes. If you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. 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. . Their self-service platform for podcast sponsorships helps match independent creators with affiliates they can authentically endorse. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. There are main 4 ways how to find a sponsor for a podcast. Instead, its more important to have engaged listeners than simply reaching a big crowd. And there are various approaches you can use for working with this sponsor. Subscribe to the Podcast to receive alerts as new episodes post. 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. That's because you can prove your show's worth with statistics. If you pick the latter approach, you can, for example, try Midroll. Or, it can be dropped altogether at a later stage. Do their posts get a lot of likes? Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. Take time to research brands to find where you can add value to them. In addition to mentioning your niche, youll need to have accurate numbers at hand. This isnt an 8-minute long advert. 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. The number of active podcasts nearly doubled in the span of two years, while almost 60% of all US consumers older than 12 listen to podcasts, according to Statista. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. In fact, the opposite can be true, the more hyper-targeted it is. 76 following. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. Podcast Sponsors 2. ddp1987. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. Even better, you don't . The title of your episode gives subscribers an idea of what the episode covers. From the different types of ads to average ad rates, heres the most important information you need to get started. What products or services would add value to my listeners? It can be one page long or a few pages long, depending on the layout. An alternative is for a third party to create adverts. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. Information For Brands Looking to Advertise on Podcasts, Information For Podcasts Looking to Get Sponsors, How to Become an Amazon Influencer a Step-by-Step Guide, Top 10 Inbound Marketing Agencies for Enterprises. When it comes to podcast sponsorship, its a case of quality over quantity. Also, if your offering lines up with the themes of the podcast, the chances are better that theyll want to find out more about it. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). A smaller audience doesnt make it any less valuable though. This . Your podcast description should connect to your target audience and prove what makes your podcast unique. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. On top of that, the ads are often irrelevant to your audience, break up your content in a jarring manner, and generally annoy your listeners. Which Other Methods Can You Use to Monetize Your Podcast? 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. Granted, targeting isnt exclusive to podcasts. This is Important. Reach out on Twitter. 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. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. Include pre-roll ad? But it may take several messages to catch the right peoples attention. There are several more banks on this list. Contact an insurance companys marketing department and pitch a sponsorship. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. How Do I Create a Good Podcast Advert or Sponsorship Slot? Advertising on a podcast isnt like putting up a billboard at the side of a road, where 90% of the folks who see it arent a companys target audience. Benefits of Podcast Sponsors. Last Update: 2023-02-21. You can also use in-person and online promotion tactics to promote your podcast to a centralized group. After completing that information, youll have your marketplace listing. Unless you have a golfing, tennis, swimming, or football hobby, youre better off with brands more suited to you. Thanks to its popularity, podcasts are excellent for advertising. This exercise is especially important if you run ads on different shows. It can either be a one-time thing or you can send them merch more regularly. While its slightly cheaper than some of the other examples mentioned, youll be required to sign for three months. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. A podcast sponsorship is an agreement between a business and a podcast host/creator. Verified. The Ultimate Guide for 2023, As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. Consistently engage with your podcast subscribers to encourage user-generated content. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. Most podcast CPM rates fall between $20$25, so if you had 5,000 downloads per episode, you'd get $100-$125. How many downloads do you get on average? And once you do, use the top SEO tactics and develop an affiliate marketing campaign to monetize your earnings. STEP 1 - Consider and ponder about your niche. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. Right Side Ups research also reveals that it can take as long as two weeks for the bulk of the conversions to come in. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site. 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. Why should you even pursue sponsors, though? 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. Here, youll talk about a product or service during the recording of your episode. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. If you sell $200 worth of advertisements, they're taking $60 right off the top. Many podcast hosts do this and earn money to reinvest into their podcasts. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. In short, by using a podcast thats related to your industry, youre more likely to find an audience who can identify with the issues that your products can solve. Have attracted and engaged you for some time. Today, that number is nearly 40% with 24% of . 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). In this agreement, the host must promote the brand's products/services during one or two podcast episodes. Businesses prefer working with podcast hosts that have somewhat of an. However, ideally youll want to partner with a show that releases a new episode every week or every second week. This means that the ads placement can change from pre-roll to mid-roll to post-roll. Here are our top 5 tips on landing your first sponsorship deal. 2 passive and 2 active. So, if youre looking to reach 10,000 listeners and you need one spot for a 30-second ad, youre looking at about $180. 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. Podcasts are versatile, enlightening and overpowering. 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