Podcast Advertising Rates
| Podcast Ad Unit | Cost (CPMs) | Description | Placement | Targeting Capabilities |
| Baked-In Host Read | $25-$40 | 30 or 60 Second Host-Read. Ad stays in t ... | Pre or mid-roll spot on NEW episode | Target a specific podcast and episode |
| Dynamic Episodic | $20-$25 | 30 or 60 Second Host-Read or Pre-Produce ... | Pre or mid-roll spot on NEW episode | Target a specific podcast and episode |
| Dynamic Catalog | $15-$20 | 30 or 60 Second Host-Read or Pre-Produce ... | Pre or mid-roll spot on ANY episode in c ... | Target specific podcasts, time frame, or ... |
| Programmatic | $12-$15 | 30 or 60 Second Pre-Produced Ad. Ad is . ... | Pre or mid-roll spot on ANY episode | Target GEO (City, State, Zip, DMA, Lat/L ... |
Full Answer
What is a podcast ad?
Podcast advertising allows you to speak directly to potential customers through an audio ad. You can have select podcast hosts talk up your brand, or hire voice talent to help you create an ad to be placed at the beginning (preroll), middle (midroll), or end (postroll) of an episode.
What are the most common podcast advertising placements?
The three most common podcast advertising placements are: 1. Pre-Roll The ad appears at the very start of the show. Here’s an example: “This show is brought to you by our sponsor, [insert Sponsor Name + short pitch].”
How do I advertise on multiple podcasts?
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 with your product, consider building a relationship with that network and putting your ad dollars there.
How do you choose the best podcasters for your ads?
Once you find the podcasters you'd like to partner with, keeping them involved in the creative process is key. Avoid handing them a dry script to read verbatim. "I've learned the more we allow our podcasters to participate in the creation of the ad, the better the ad will be," Joseph says.
How do you write a podcast ad?
Spoken ads are a different beast.;Remember Your Purpose. Radio and podcast ads aren't intended to sell product. ... Be Brief and Repeat! You won't persuade people if you bore them to death. ... Move Listeners Through Emotion. Your job in a spoken ad isn't sales. ... People Remember Stories. ... Make Next Steps Crystal Clear. ... Repeat.
What is an ad in a podcast?
An ad on a podcast is usually short audio the placement of which is similar to a video. Listeners can encounter ads on podcasts at the beginning, middle, and end of an episode. People perceive ads on podcasts better than those on other channels.
What makes a great podcast ad?
All successful podcast ads have the same things in common - they're captivating, incentivizing, and they resonate with their target audience, among many other things.
How much does a 30-second podcast ad cost?
How much do podcast ads cost? The pricing of podcast ads can be structured in different ways. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18.
Why do podcast ads work?
Podcast advertising has higher effectiveness because podcast listeners are more engaged as they are often listening, whilst doing other activities which increases their focus. Podcast listeners can sometimes even identify themselves with podcast creators, making them become influencers.
How much do podcast ads pay?
Industrywide, the average CPM rate is $18 per 1,000 listeners for 30-second ads and $25 per 1,000 listeners for 60 seconds ads. Podcasts with audience sizes ranging from 500 to over 100,000 listeners charged a CPM rate between $21 to $27 for 30-second ads. For 60-second ads, the CPM rate was between $23 and $37.
How long should a podcast commercial be?
Several said podcast ads that are one minute or longer are the way to go whenever possible. “There is a clear linear relationship between ad length and impact,” said Carter Brokaw, president of digital revenue strategy for iHeartMedia. “Longer ads are more performant.”
How many listeners do you need for podcast ads?
10,000 listeners per episode allow you to make money with podcasting ads.
How do I make my podcast viral?
In SummaryBecome an early mover in a niche.Release frequent content.Use all distribution networks.Create a separate website that captures leads and makes the podcasts available.Grow your mailing lists.Interview guests and send them links to their episodes.Send guests links to their episodes.More items...
How much do small podcasts make?
As an estimate, if your podcast has about 10,000 downloads per episode, you can expect to make between $500 – $900 per episode in affiliate sales.
How much does an ad on Joe Rogan cost?
A host-read ad that lived forever on Joe Rogan's show used to cost tens of thousands of dollars previous to him going exclusive to Spotify. Next year, to get any ads on Rogan, the minimum spend is $1 million, they say, at a CPM upward of $60.
How much are podcast ad reads?
The current average cost of podcast advertising is a CPM of about $25. AdvertiseCast notes that the average CPM for 30-second ads is $18, and the average CPM for 60-second ads is $25.
6. Start an Evangelist Program
There’s enough of the podcast marketing pie for everyone to have a piece.
7. Build a Community
Another unique example of podcast marketing that we’ve found to work really well is community building.
12. Create Carousels for LinkedIn
Carousels — aka, Documents — on LinkedIn are a fun and engaging way to share insights from your podcast.
14. Publish Episodes on YouTube
Already recording your video calls? Why not post them to the second largest search engine in the world?
15. Make Funny Videos
Making someone feel good — better yet, making them laugh — is a powerful way to keep your brand top-of-mind. The next time they see it, they’ll remember how good it made them feel.
16. Create Micro-Videos
From the video of your podcast interviews, you can create short, shareable videos. We call them micro-videos.
17. Create Audiograms
If you can’t get the video recording, audiograms are the next best thing.
How to advertise a podcast?
Podcast ads can be inserted through a show in a variety of spots. The three most common podcast advertising placements are: 1. Pre-Roll. The ad appears at the very start of the show. Here’s an example: “This show is brought to you by our sponsor, [insert Sponsor Name + short pitch].”. 2. Mid-Roll.
What is podcast advertising?
Podcast advertising is a form of audio advertising that serves ads to the listeners of a podcast episode. Since podcasts often cover niche subjects and have devoted, attentive audiences, podcast ads are typically more effective and targeted than ads that appear in forms of mass media, such as radio spots or TV commercials.
Why are podcast ads so popular?
Because these ads are delivered via the host themselves, they possess a heightened sense of trust and credibility. This style of podcast advertisement is comparable to an endorsement. Host-voiced podcast ads can be carefully scripted, ad-libbed in the host’s own words, or even presented as an anecdote based on the host’s own experience with the product.
Why are podcasts important for advertisers?
Podcasts present an unprecedented opportunity for advertisers to find their perfect audience because there are podcasts oriented around every niche topic you can think of.
What is a fully produced podcast?
Fully-produced podcast ads may call attention to themselves by arriving accompanied by music or other audio cues. They also typically feature a new voice other than the host. This new voice either belongs to a member of the podcast’s production team, the sponsor company, or an audio ad voice actor .
What is a host voiced podcast?
They are also seldom accompanied by music or other sound effects in order to produce a seamless transition for the listener. 2. Fully-Produced/Hybrid Podcast Ads.
Is there a way to gauge whether a podcast ad inspired any action in its audience?
There was no way to gauge whether the podcast ad inspired any action in its audience, let alone any verifiable way to determine whether the listener even pressed play on the episode . In 2014, the first stride toward targeted podcast advertising was made.
What are the two types of ads in podcasts?
Most podcasts offer two types of ad formats: baked-in and dynamically inserted. Baked-in ads are live-read or pre-produced and become an inseparable part of the episode. Regardless of when listeners engage with the episode, they’ll all hear the same advertisement.
How many people listen to podcasts a month?
Although given how swift podcasts commandeered the entertainment market, this popularity is predictable. More than 90 million people listen to a podcast every month, a skyrocketing increase of 113% since 2014.
What is dynamic ad?
Dynamically inserted ads are pre-produced and inserted into the post-production episode by an ad server. Because a dynamic ad can be inserted into the podcast at any time, users will hear different advertisements depending on when they listen to the episode.
What is a live read podcast?
A live read podcast ad is read by the host (s) while they’re recording the show, and are often introduced organically when the host (s) chats about a relevant subject.
How long should a live read ad be?
If you’ve purchased a live-read ad, then mid-roll is the ideal choice since it ranges from one to two minutes long and gives hosts ample time to ramble about their experiences with your product.
Do publishers have an idea of who their listeners are?
Most publishers have an excellent idea of who their listeners are and which show (s) may be a great fit for your company. They’ll also know what type of podcast advertisement is the best fit for your needs. If you do your homework and get input from the hosts, you’re setting your ad campaign up for success.
How much does a podcast ad cost?
Balter says that the cost of a standard ad in a podcast usually costs between $10 and $50 with more popular podcasts also charging a premium. However, if you want to do a more intensive promotion -- such as a full sponsored podcast episode -- this cost may vary based on what the content will entail from the podcasters.
What is podcast landscape?
The podcast landscape is a pool of growing opportunities for marketers. And, if you're ready to start testing the sponsorship waters, be sure to keep these key tips in mind.
What is Joe Rogan's podcast about?
On an episode of " The Joe Rogan Experience ", a general podcast that zones in on topics like technology, science, and entertainment, Joe Rogan reads a script that talks about how he uses ExpressVPN and Cash App in his daily life.
How much will podcasts spend in 2020?
Statista recently reported that podcast ad spend is projected to hit $534 million in the U.S. alone by 2020.
What is a native ad?
With this common strategy, you'll create a short audio clip that discusses your product, service, or another promotion related to your brand. These usually run for 30 seconds or less and sound a lot like audio ads you'd hear on traditional radio stations.
What is competitive analysis?
As with any new marketing or advertising technique, a competitive analysis can help you identify what similar companies are doing, as well as opportunities where you can get ahead of them.
Is a podcast legitimate?
Because of this, you'll want to do some extra digging and properly vet the podcasts at the top of your list to make sure they're legitimate.
