The best Guide to Podcast Marketing and Sponsorship

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Based on research by Podcasting Insights, there are a lot more than 2 million active podcasts and keeping track of.

As a marketer for a small to mid-sized business, you may be interested in podcast support, but not know where to start. Mainly because there are so many pod-casts to choose from. How do you understand which podcasts your own target audience is hearing?

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To help you figure out what ad strategy meets your requirements and where to put your podcast bucks, I spoke in order to HubSpot’s podcasting group and did a few additional research to comprise a list of helpful strategies for finding, vetting, and advertising on a podcast that aligns with your brand.

Podcast Advertising Terms

Tips for Selecting and Sponsoring Podcasts

How to Promote on Podcasts

Navigating Podcast Sponsorship

“affluent educated millennials” is a “good audience for brands pretty much regardless of what show you’re upon. ”

Why is the podcast audience so good? Because of their age group, income, and training level, this particular group of people is old sufficient to make purchasing choices and has enough revenue to make those buys. Because many of them have jobs or are usually in higher education, these audience might be interested in studying a wide range of products or services that make daily life or work easier for them.

According to Alanah Paul, Senior Marketing Manager on the HubSpot Podcasts team, understanding the audience of the show is key to successful ad placements. She says:

“When reviewing the custom ad placements on HubSpot Podcasting Network shows, we define success via more than one lens. We’re looking at the advertisement from the point of a listener. Does the ad feel like it’s an authentic part of the show? Is it enjoyable to listen to?

From the lens of an advertiser, we’re calculating success by the dimension of the audience, particularly the number of downloads. However are other metrics we’d like to track and report, we are limited in the data we can collect. inch

Great thing about podcast listeners is that they’ll tune into podcasting episodes for a longer amount of time than they will to other content, like video. The podcast audience also loves long-form podcasts that are 30 minutes or longer. Since there’s a lot less drop-off on a podcasting compared to other forms of content, like movie, this means that ads could be placed towards the starting or end of the episode and still possess a good chance of becoming heard.

second . Understand standard podcasting ad pricing.

The next question you might be inquiring is, “How a lot will advertising on a podcast cost? inch

If you’re a new comer to the podcast advertising world, you might not know how ads are usually costs. You might be worried that most podcast ads might have vastly different prices — or that podcasters will charge a lot for a poor ad slot.

Podcast ad pricing could be more transparent than you think. According to Balter, podcasters and podcasting networks commonly utilize the same formula to determine how much an ad in their podcasts will cost.

If you want to obtain a ballpark idea of what ad slots for any specific show may cost before contacting a podcast team or network, plug the metrics you will discover for that show’s prior episodes into the method shown below.

As mentioned in the terminology section, CPM represents “cost per mille, ” or price per 1, 500 impressions.

Balter says that the cost of a standard ad within a podcast usually costs between $10 plus $50 with more popular podcasts also charging a premium.

However , if you want to do a more intensive promotion — such as a full subsidized podcast episode — this cost may vary based on what the content material will entail from your podcasters. For example , Gimlet, a prominent podcasting network that creates shows like Mastercard’s “Fortune Favors the Bold”, offers two tiers of marketing: audio ads and branded podcasts.

3. Look for pod-casts that relate to your brand or sector.

Because the pool of podcasts is so large, there are plenty of opportunities to connect with niche viewers that relate to your particular industry.

When an ad relates to the topic of a podcast series or episode, it may feel more natural to the listener. It is . strategically smart since listeners who are thinking about this industry might identify with pain points that your services aims to solve.

For example , if you location an ad about your B2B prospecting service on a podcasting that discusses recruiting, listeners who own or even manage a B2B company, or human resources employees, might want to occurs service to make their jobs easier.

Here’s an example outside of the B2B world. On an episode of “The Joe Rogan Experience”, a general podcast that zones in upon topics like technologies, science, and enjoyment, Joe Rogan scans a script that talks about how this individual uses ExpressVPN and Cash App in the daily life. Before going into detail about how he uses these products, this individual also notes that these companies sponsored the episode.

Within the ad, Rogan points out that he uses ExpressVPN to protect his web data and personal details, while he utilizes Cash App to pay for friends or make transactions on the go through his phone. If you fail to listen to the podcasting, here’s a quick excerpt from the ad:

“With all the latest news about on-line security breaches, it’s very hard not to worry about where your data will go. Making an online purchase or simply accessing your own email could put your private information in danger… That’s why I made a decision to take back my privacy using ExpressVPN. ExpressVPN has easy-to-use apps and runs effortlessly in the background associated with my computer telephone tablet. ”

Although Rogan information that he’s reading sponsored material prior to starting the segment, the services he discusses relate with technology, handy applications, and internet safety, which are topics which he has covered upon “The Joe Rogan Experience”. Additionally , these types of topics might be interesting to the millennial podcasting audience which is extremely tuned into mobile phone and computer technology.

Lastly, because Rogan describes his own encounters with ExpressVPN, the segment feels less like an ad and much more like a friendly recommendation. In fact , listeners who are fans of Rogan might trust that he has used the promoted product and that he previously a good experience with this. If they think he is a credible recommendation source, they might choose or consider ExpressVPN when looking for a data security provider.

After an example, you need a brief section that will sums up exactly what readers should get from the example. In this case, something like, “One from the main selling points of advertising on a podcast is that listeners are already comfortable with the host. When the host reads your advertisement copy, there’s currently a level of rely on between the host and the audience that didn’t be there with alternative mediums such as video or display ads. It’s like a lightweight superstar endorsement. ”

4. Use your rivals for inspiration.

As with any new marketing or advertising technique, a competitive analysis can help you identify exactly what similar companies are doing, as well as opportunities where one can get ahead of them.

If you have a direct competitor who has advertised on various podcasts, find out if those shows might fit your advertisement strategy as well. Likewise, if there are brand names in your industry that provide non-competing services plus use podcast advertising, try to identify implies that they advertise upon.

From there, you could either look into getting in touch with these podcast producers or their systems or look for pod-casts that have a similar degree of success and discuss similar topics. When you shouldn’t directly copy what your rival is doing, a competitive analysis could still inspire you to develop an ad strategy or promotional content material that improves on that of similar manufacturers.

5. Buy multiple ads for small shows instead of one for huge podcasts.

While you start researching pod-casts, you might find a long list of shows that will align perfectly with your product or service. Whenever that happens, do you invest in one expensive ad for the biggest show with the most promising quantities? Or, do you use that money intended for multiple ads upon different podcast shows?

Balter states, “It’s better to play an ad multiple times on a smaller show than try to just one ad on a huge show. ”

If major podcasts have a huge listenership and ad premiums, you will need to pay much more for just one or two advertisements that may or might not be memorable. While you might obtain great visibility, this could be a huge gamble. If the ads don’t provide ROI, you’ll get rid of ad dollars.

That’s why the safest strategy is to follow Balter’s advice plus choose frequency more than sheer audience achieve.

Look at several smaller podcasts that still have engaging content and really relate to your own product or business. Then invest a bit of your spend within each. If 1 or 2 don’t pan away well but the other people do, consider swapping the low-performing pod-casts out with other displays or purchasing more ads on episodes of podcasts that are giving you revenue or even brand awareness.

6. Advertise on multiple podcasts within the same network.

If you plan to invest in multiple podcasts — or multiple ads within a podcast episode — and find a network that produces multiple shows that align along with your product, consider creating a relationship with that system and putting your own ad dollars presently there.

In the podcast world, Balter describes that advertising upon shows within the exact same network is called a “pulsing” strategy, including that it’s better than airing multiple ads on one podcast episode but nevertheless can have similar reach.

“Because people who listen to Gimlet displays are likely to listen to other Gimlet shows, you can get a solid number of opinions off of a few shows over a relatively short amount of time without inundating audience with the same ad over and over again. ”

Here’s an example of the Hendrick’s Gin ad that Gimlet has circulated on a amount of its podcasts plus displayed on its advertising page.

The native advertisement begins by informing listeners that the event they’re listening to is sponsored by Hendrick’s Gin. Then the ad’s narrator goes on to talk about the flavors linked to the beverage and how people that drink it are searching to escape from their mundane life.

This Hendrick’s ad feels unique but it speaks to a wide variety of people that could be bored with their lives and is not going to note specific industries. The ad also doesn’t specify the podcast it’s on which makes it easy to place in several different ones.

seven. Be vigilant associated with dishonest podcasters.

As you research various podcasts — especially those that are smaller sized, you might realize that it’s simple to find numbers plus success metrics for a few, while others are less transparent. Because of this, you do some extra digging and properly veterinarian the podcasts towards the top of your list to make sure they’re legitimate.

Balter warns, “Downloads are not algorithmically confirmed, therefore people occasionally make up how many downloads their show gets. So , if you’re sponsoring a less reliable podcast, make sure to obtain download numbers for the single episode. ”

If you want to confirm that the podcast can be giving accurate figures before reaching out to them, here are a few steps you can take.

  • Look at all of the sites they publish their podcasts on: When they post on a major site like SoundCloud or Spotify, you should be able to see common platform-provided view numbers to get an idea showing how successful their podcasting was.
  • Look for them on social media: While podcasters may not be airing episodes on social media, they might have a following or a couple of social accounts in order to spread awareness of the particular show. If they do, look at the follower count, likes, and visible signs of engagement upon these pages. Whenever you can find signs of interpersonal engagement and a following, this might be a sign that they have a legitimate audience.
  • Work with a credible network: Many reputable networks might be transparent about podcast amounts to potential and current advertisers. Additionally , you can look at the success of the particular network’s other displays as evidence maybe associated with engaging content.

When you do finally talk to the podcast producers, get just as much specific data as possible about views plus impressions. If they have or have had advertisers previously, you might want to ask them if their advertisers have seen an ROI. If they can present proof that marketers make more money than they will spend on ad slot machines, this shows that ads on this podcast can be successful.

7. Consider purchasing back again catalog space.

A back directory is a collection of a podcast’s previously recorded episodes. Back list podcast episodes might still be listened to, contributed quite regularly simply by listeners, and up meant for grabs when it comes to ad space.

Mainly because back catalog episodes have already aired and do not seem like an obvious advertisement opportunity, Balter states this tactic is “interesting and something a lot of people don’t consider. ”

If you do decide to advertise in back directory podcasts, zone specifically into evergreen episodes that will continue to stay relevant for a longer period of time.

For instance , if you’re a online marketer for an e-commerce home-shopping site, you could advertise in back directory podcasts about DO-IT-YOURSELF ideas or decorating. This type of podcast is not going to age drastically with time and might be highly relevant to anyone listening to podcasts about those topics.

While these podcasts might’ve recently been promoted during their 1st launch, podcasters are usually encouraged to re-promote evergreen back list content. Your brand could also share the podcast on your industry’s social channels for a few added promotion.

9. Determine what type of promotion you’d like to operate.

While some companies like to create standard native ads which exist as pre-roll or even mid-roll within a podcasting episode, other brands might pay the particular podcast producers to make sponsored content.

Similarly, advertisers might want to script the ad and have the web host read it, or have the host delicately work product conversation into the podcast discussion, so it feels more natural. Some pod-casts may only offer certain types of sponsorship options, but if you still want to consider the different types, here are a few with an illustration for each:

Native Ad:

A native ad is created by the brand for the podcast. With this common strategy, you’ll create a brief audio clip that discusses your product, service, or another advertising related to your brand. These usually operate for 30 secs or less and sound a lot like audio ads you’d hear on traditional radio stations. These ads usually air as pre-roll or mid-roll advertisements after a podcast host says something like, “And now, a term from our sponsors. ”

Below is definitely an example of an ad for the Toyota RAV4. In the 30-second advertisement, a narrator explains all the unique functions that make the car safe, reliable, and quick. Like the Hendrick’s Gin ad noted above, the ad isn’t going to acknowledge a specific podcasting so it can be discussed on multiple different shows.

Should you be looking for inspiration to get a quirkier native ad, check out GEICO’s listing of ads, which have been aired on both radio plus podcasts.

Sponsored Content:

With sponsored content or branded podcasts, you pay out the podcast manufacturing team to create fascinating content about a topic related to your business of the company.

While the content may not discuss your item outright, the podcasting hosts will note that your brand subsidized the podcast — and most likely include some information about your product or service.

When the podcast is valuable and interesting towards the listener, they might remember your brand plus affiliate informative at ease with your company.

1 recent example was a mini-series called “The Sauce” in 2018. The podcast, sponsored by McDonald’s — and created by Gizmodo and Onion Labs — investigated why people rioted over the removal of Szechuan Spices from the McDonald’s menu. While the podcast provides since been taken off Apple podcasts, you can get a short preview for this on Gizmodo’s Fb page.

Paid Interview:

This is a kind of sponsored content exactly where an expert from or even affiliated with an advertising brand is interviewed in exchange for the sponsorship dollars. While this gives your company’s specialists an opportunity to spread brand name awareness and show their expertise, it also allows the podcast to create interesting interview articles about a topic related to its own mission.

In the example below, Daymond John interviews a rep from ZipRecruiter, on the podcast, “Rise and Work. ” Because the podcast series regularly talked about business, entrepreneurship, plus management, this ZipRecruiter-sponsored interview about hiring talent, still feels like a natural piece of content.

This particular paid interview strategy could also work for businesses in other industries too. For example , if you’re the marketer for a cookbook publisher, you could pay for a chef who created some of a brand new book’s recipes to obtain interviewed on a podcasting related to cooking, home-making, or DIY.

In another instance, if your company offers medical devices, you can pay for your TOP DOG or an professional to be interviewed on a podcast that details on medical news or technological advances.

In either example, audiences that listen to those podcasts because they want to learn more about topics or products within their industry might hear the selection interviews, gain insight from your experts, and believe in your brand a lot more.

Item Placement:

This is a form of sponsored content where podcasters are paid to say your product casually in the podcast’s debate.

In a classic example, the “My Brother, My Brother, plus Me” podcast shown an episode about Totinos which was sponsored by Totinos.

While the hosting companies played games and had random discussions about life, as they’ve done in most of their particular episodes, they were nibbling Totino’s pizza progresses most of the time and produced each game or even featured piece of content material center around the foodstuff.

Direct Response Ads

This is a native ad that seems like a product placement in which the host reads a short script written by the advertiser. The ad ends with the sponsor telling listeners to perform something, such as click a link or utilize a coupon code. Unlike the more traditional pre-roll or mid-roll native ad, the listener is still immersed in the connection with listening to the sponsor.

Although the host notes that their own discussion is subsidized, it still will make the listener seem like they are getting a solid recommendation from the web host.

On Dax Shepard’s podcast, “The Armchair Expert, inch he includes at least one direct response ad in the middle of each show. At the 65: 00 mark of this show, Shepard reads a script that describes the benefits of using the meal-delivery service DoorDash. Then, he tells audience to download DoorDash and use the program code “DAX” to get $5 off of their first order:

ten. Purchase ad spots online.

In case you are just looking to purchase a standard ad slot plus already have an audio clip, some tools allow you to purchase room and target advertisements to appear on several podcasts.

For example , if you’re just about to target one or two basic native ads in order to millennials on Spotify, you might want to use Spotify Ad Studio to produce and launch fundamental native ads for the music platform. If you need to launch to multiple host-read ads in many different podcasts, you could consider using a service like Midroll, where you can distribute ad information and purchase ad slots in a number of different podcasts.

11. Or, reach out personally to pod-casts you’d like to work with.

If you want to do something that needs more planning, such as sponsored content, a paid interview, or preparing scripted product placements, you should make an in-person connection with podcasters.  

When you are intentional when looking for creators, we can create a really collaborative environment and allow creators to infuse their personality and voice into our ads, ” says Joseph.

Once you’ve done your research and found several podcasts you’re interested in, get in touch with begin discussing your advertising options. Deliver an email with a little little bit about your brand and why you believe you could work well using them as an advertiser. Make sure to also ask about their own growth and key success metrics to verify that they are as guaranteeing as you think.

Need help reaching out to potential podcast hosts or even networks you’d prefer to sponsor? Check out the design template below.

Podcast Sponsorship Template

Once you find the podcasters you’d like to acquire, keeping them mixed up in creative process is vital. Avoid handing them a dry software to read verbatim. “I’ve learned the more all of us allow our podcasters to participate in the particular creation of the ad, the better the ad will be, ” Frederick says.  

12. Monitor your progress.

Regardless of what type of promotion you buy, you should be tracking your hard earned money spent compared to the cash the advertisement earned. This will help you determine the particular ROI of your strategies.

If you’re posting promotions on several podcasts, this will be an important way to tell that might warrant more advertisements and which might require less to simply no ad spend.

With this post upon marketing ROI, you can learn how to use a simple formula to calculate and discover a few examples of just how it can be used when strategizing in the real world.

Nielsen host-read ads are more efficient because hosts have previously established trust and recognition with their viewers.

2 . Pick the best ad positioning for your campaign.

Additionally , ad placement and length issue. Though the first few minutes of a podcast gets to the widest market, pre-roll ads, or even ads that enjoy at the beginning of a podcasting episode, tend to have a lesser CPM rate due to the fact users can easily neglect over the ad.

Podcast Advertising

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On the other hand, mid-roll ad placements tend to have a higher CPM rate because listeners who reach the center of an episode tend to be more engaged and very likely to follow a CTA. In terms of length, 30-second ad placements have an average CPM of $18, while 60-second ad placements come with an average CPM of $25.

several. How to write the podcast ad.

Now that you know what type of ad you want to operate and have determined the particular placement, it’s time to tackle the messaging. Whether you are doing host-read or programmatic ads, the on-air skill needs talking points from you to ensure the ad shares information that is relevant to your marketing campaign.

Here are the sun and rain to include when composing a podcast advertisement script.

Catch the Listener

Begin with a striking or attention-grabbing declaration to get the listener’s attention and reduce the likelihood of them fast-forwarding through the ad.

Personal Story

Once the market is hooked on the particular ad, the on-air talent should introduce the product and share a quick personal story outlining why they enjoy the product. A simple way to do this is to mention exactly what problem they were encountering, how they were presented to the product, and the positive results or solutions they experienced after using the product.

Call to Action

Close up the ad by creating a clear call-to-action (CTA) for the audience. A popular CTA utilized in podcast advertising can be special codes plus unique URLs specifically for that show. These are easy for the target audience to remember because they are generally related to the name of the podcasting, and can be easily measured for KPI tracking.

four. How to create a podcast ad.

Once the script has been completed, share it with the on-air talent so they can record the advertisement as a standalone mp3 file. During the post-production process, the ad should be placed in the episode audio document during the designated positioning time. If using dynamic insertion technologies, upload the mp3 file to the podcasting hosting software so it can be automatically performed during the episode.

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