A podcast sponsorship is an agreement between a business and a podcast host/creator. 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. Then again, some argue that the most enthusiastic listeners will listen right till the end and theyre actually the ones whose attention you want to grab. There are peak times when your audience is most active. 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. Your podcast description should connect to your target audience and prove what makes your podcast unique. This Is Important: a podcast with Adam Devine, Anders Holm, Kyle Newacheck, and Blake Anderson. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. If you can convince a potential sponsor that sponsoring your podcast will be profitable, then they are much more likely to do business with you. According to statistics shared by SEMrush, nearly 20% of people are much more likely to consider supporting a brand if its advertised on their favorite podcast. You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. These shows tend to have really hardcore, fanatical followings. How many monthly subscribers do you lose? Or, it can be dropped altogether at a later stage. A common misconception among podcast hosts is that the benefits of podcast sponsorships are majorly for the brand and passive income for the host. This isnt just relevant to folks seeking a podcast sponsor, but podcasters in general. Click on a link, follow, comment, etc.? We offer live coaching & directed courses inside our Academy. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. Podcast sponsorships are the bread and butter of the thriving podcast. Do I consistently get at least 200 downloads per episode? Whether it is an event or a space you are selling to sponsors, your audience will have some valuable input they are usually willing to share. Can be more difficult for the inexperienced presenter to get right first time. How Do I Create a Good Podcast Advert or Sponsorship Slot? The brands products/services will be promoted at some point in the creators podcast episode. Especially if youre contacting a large company. Right Side Up, a growth marketing consultancy, recommends that you run your podcast ads for 7-10 weeks. Backblaze on Cortex. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Brand Awareness through Sponsored Podcasts. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. There are main 4 ways how to find a sponsor for a podcast. Businesses prefer working with podcast hosts that have somewhat of an. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. The brand's products/services will be promoted at some point in the creator's podcast episode. Do the Research Beforehand. Ensure your approach is realistic, as insurance companies have highly targeted audiences. Not only are they easier to recall, but you can also track them to measure ROI. But sponsorships arent easy to land. Of course, you must have a positive image to reflect well on the sponsors you want to secure. An advert might appear at the very beginning of an episode, the very end, or somewhere in between. Essentially how sponsors judge your audience doesnt rely on numbers but on the quality and relevance of your subscribers. What can you offer brands? If you have a close connection with your listeners, brands will want to work with you. 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. If youre taking payment from anyone, you have an obligation to them. Make A Great Podcast. But it may take several messages to catch the right peoples attention. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. Consider the most-fitting brands to work with. Show Guesting. Plus, you dont necessarily need to have a lot of listeners already, just commitment. 3) You Can Create Long Form Content. 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. Depending on the terms of the contract, you can then get a percentage of what the person spends in exchange for sending them to the brands site. There are a couple of factors that will impact an ad spots price. It's going to require a lot of work from you up . Focus on strengthening your relationship with your podcast audience. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. Get rid of the sound board and this would be a 5* podcast. There are several more banks on this list. In short, its when a brand pays a podcast to mention the brand during the episode. Take this all into consideration before deciding for certain that you want to go down the sponsorship route. 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. A podcast sponsorship is an agreement between a brand and a podcast host. 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. Network with brands or small businesses and pitch your idea to . Podcast sponsors help you turn a hobby into an income-generating business. If its dynamic, the ad is separate from the original episodes recording. Bombas VP of Marketing, Kate Huyett, has shared that "in a given week, about 50-60% of our new customers are coming from paid [channels] and podcasting has ranged from 15% to 40% of that. Sponsors use this number in two ways: as a prescriptive way to agree on a price ("I'll pay $15 per 1,000 . Acquiring sponsorships: A deck is basically like a brochure you can send to prospective sponsors. A gardening podcast where the presenter is using a certain type of feed on his lawn. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. Reach out to the brands marketing department and pitch your podcast. Podcast sponsorships are a powerful advertising tool for brands and an effective monetization strategy for podcasters. The downside is that theres no guarantee of any commission at all. Theres a couple of options open to you here. Use our. So, if you dont see results in the first week, dont worry. 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. Why should you even pursue sponsors, though? However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. 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. Last Update: 2023-02-21. browse the shop. One of the show sponsors is Four Sigmatic and this is an excellent example of where listeners are being pointed to. One of the most prominent sponsors of The Armchair Expert is Chrysler. 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. Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. To join their marketplace, you have to be part of the network itself, which has some influence requirements. Podchaser also lists average ad costs for podcasts that generate a lot of listeners. Have attracted and engaged you for some time. Find Podcast Sponsors That Align with You; Know Your Audience. Whilst this is true, the rates in dynamic advertising are so low thats theres really no value there at all. Best for: Independent podcasters, new podcasters. A . The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. Preview of Spotify. Ensure you routinely evaluate user loyalty to determine if your techniques are working. Here are the three primary metrics in podcast advertising. 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. There are many methods you can use to find the best podcast sponsors. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. Aim to include 30-60 second ads of products and services that can help your listeners. If the podcast is released in seasons, its typically mentioned in the title or shownotes. This is an arrangement where the podcaster, the sponsor, and the audience are all benefiting from every aspect of the agreement. Research the brand and see if you can find specific contact details for the appropriate people. Can be difficult to transition to during a podcast interview. People love podcasts and theyve become increasingly popular in recent years. This Is Important Podcast. As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. 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 . Your audience will naturally build your reputation and social proof. What do sponsors look for in a podcast host? A bigger audience isnt always better. Post-Roll which as you can guess appears at the end of the podcast. Be realistic in how you can impact your sponsors brand. Things change the minute theres money involved. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. Podcasts are versatile, enlightening and overpowering. For National Grammar Day, we answer one of the most common questions I get: How can I improve my grammar? Sign up to get unlimited songs and podcasts with occasional ads. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. The " Planet Money " podcast from National Public Radio (NPR) is all about the economy: what affects it and how it, in turn, can affect your life. 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. Planet Money. So, how do you find the best podcast sponsors? This means that you can earn from running ever-updating radio-style ads on all of your episodes. Alternatively, you can simply offer subscription tiers or ask directly for donations. One single medium has so much potential which should not be ignored by any marketer out there. The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. It is also the most lucrative and most straightforward way to make money from podcasting. Podcast sponsorship's earn content creators significant amounts of money. When you reach out to the sponsor, sell your event as an opportunity to showcase their new product and attract new customers. Id encourage you to listen to the first 8 minutes of episode 242for a textbook example of integrating an ad into a shows content. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. You could have tens of thousands of subscribers, but what do your analytics say? Those subscribers are as good as nothing. This isnt an 8-minute long advert. 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. Step 3 is your posting frequency. Reaching out to sponsors directly is an excellent option if there's already some buzz around your 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. These marketplaces will take their commission from your sponsorship deals. Here are our top 5 tips on landing your first sponsorship deal. On the flip side, theres no cap on what you could potentially earn, if your ads resonate with your audience. A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). True, the more they can charge for an advertisement certain that you run your podcast do I get! 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