How To Create An Effective Podcast Advertising Campaign
- Find your target audience. When looking for a podcast to advertise on, do not blindly approach those that have a vast...
- Use host-read advertisements. Since 2018, host-read ads have been the preferred ad type in podcasts. Podcasts primarily...
- Choose the best placement. Podcast ads usually have three different...
Full Answer
Why to advertise on a podcast?
Top Reasons You Should be Advertising on Podcasts
- The podcast space is growing quickly. ...
- Podcast advertising is booming, but it's still in its infancy and this means the market is at a steep discount. ...
- You get long term marketing exposure with podcast ads. ...
- Podcasts in general tend to be highly engaging mediums for delivering messages. ...
What are the pros and cons of advertising on podcasts?
- Cost – sponsorships are not necessarily cheap, and the prices vary wildly as they are pretty arbitrary. ...
- Niche or General? ...
- The Ad itself varies – This is where choosing a podcast requires that you not only find the right audience, but the right podcast host too. ...
- Incentives are a must. ...
- It’s cold advertising. ...
Which advertisers are buying podcast ads?
Welcome to the third episode of The Champion Safety Series, a Horse & Hound Podcast Advertising Series ... recommends going to an expert retailer to be professionally fitted when buying a body protector, rather than simply ordering one off the peg.
What do podcast advertisers really want?
The industry standard rates paid by podcast advertisers are:
- Pre-roll ad – A 15 seconds ad that gets mentioned at the beginning of a podcast. It is usually priced at around $18 per 1000 downloads (CPM).
- Mid-roll ad – A 60 seconds long ad that will run somewhere in the middle of the episode. It can fetch you $25 per CPMs.
- Post-roll ad – A 30 seconds ad that will play at the end of the podcast. ...
How do you advertise on podcasts?
Monitor your progress.Consider podcast demographics. ... Understand standard podcast ad pricing. ... Look for podcasts that relate to your brand or industry. ... Use your competitors for inspiration. ... Purchase multiple ads for small shows rather than one for big podcasts. ... Advertise on multiple podcasts within the same network.More items...•
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.
Is advertising on podcasts effective?
They have proven to be one of the most effective advertising media. Already in 2019, a BBC World Service study showed that the engagement rate of podcasts was 47% higher in comparison to radio and 27% higher than TV.
What kind of advertising is 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.
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 do podcast ads cost?
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.
How do podcasts get advertisers?
Here are the four main ways to find podcast sponsors:Reach Out to Sponsors Directly. The simplest strategy? ... Partner With a Hosting Service. Podcast hosting services give your podcast a home on the internet. ... Join a Podcast Network. Some networks let you list your show (sometimes for free) on their platform. ... Use a Directory.
Do people listen to podcast ads?
Yes, according to recent research. In fact, 86% of people who listen to podcasts say they recall ads on podcasts more than any other channel, 1 with social ads at a not-so-close second at 80%.
What are the 4 types of advertising?
Types of advertisingNewspaper. Newspaper advertising can promote your business to a wide range of customers. ... Magazine. Advertising in a specialist magazine can reach your target market quickly and easily. ... Radio. ... Television. ... Directories. ... Outdoor and transit. ... Direct mail, catalogues and leaflets. ... Online.More items...•
How do you get paid for podcast ads?
There are three ways that you can run your sponsorships: (1) By finding the advertisers through your podcast host, (2) By selling the ad spots yourself, or (3) Waiting for advertisers to come to you. Podcasts hosts such as Libsyn and Blubbry often contact shows hosted on their service with advertising opportunities.
How many podcasts can advertisecast have?
AdvertiseCast has a self-service advertising portal for over 1,500 podcasts or you can work with their team for end-to-end campaign management. Podcasters can add a listing on their website, set ad costs, and then approve or deny any advertiser requests they receive.
How much does it cost to advertise on a podcast?
The average rates for advertising on podcasts according to AdvertiseCast are: $25 for a 30-second ad per 1,000 listeners.
How many people listen to podcasts a week?
Over 60 million people in the US listen to podcasts every week. These listeners check out on average six podcasts per week. In 2020, both podcasters and sponsoring brands are seeing the huge value of podcast advertising. Podcast ad revenue’s now over $708 million — increasing by 48% in a single year. If you’re itching to advertise on podcasts ...
What is a pre-roll in podcasts?
Pre-roll, advertising that occurs at the very start of the podcast. Mid-roll, ads that happen in the middle of the podcast. Depending on the podcast there may be multiple mid-roll ad breaks. Post-roll, ads that take place after a podcast episode is over. Where to find pre-roll, mid-roll, and post-roll ads. Image Source.
How to track podcasts?
The fastest way to track your podcast campaigns and help listeners reach a landing page to your specific offer: include a vanity URL with your ad. A vanity URL is a short, easy-to-remember web address that will redirect to the landing page.
How long do millennials listen to podcasts?
Factor in the following listening habits by demographic: 42% of generations older than millennials will listen to a podcast of 26 minutes or longer, compared to 60% of gen z and 52% of millennials. More than half of millennials listen to educational podcasts.
What percentage of listening audience prefers to buy from brands that sponsor their content?
NPR found 61% of their listening audience prefers to buy from brands that sponsor their content. Justin Lapidus, Senior Vice President of Growth Marketing and Digital products at Brooklinen shared in a New York Times article their team makes efficient plays for smaller, but more committed, audiences.
How much does it cost to advertise a podcast?
But most podcasters are podcast listeners too, and you can advertise your podcast to them here for $25 a day. You can write your ad, choose the dates you want to run it, and pay online. With Podnews advertising you can promote your show to over 9,000 subscribers every weekday.
What is Podnews newsletter?
Podnews is an essential daily email newsletter. It's predominantly aimed at keeping podcasters up-to-date with the latest industry news. But most podcasters are podcast listeners too, and you can advertise your podcast to them here for $25 a day.
How many people listen to Spotify ads?
Currently, the app boasts a whopping 116 million “ad supported” listeners. These are folks who obviously enjoy listening to audio. Spotify ads are predominantly audio, though there’s a visual element too. They display your logo on screen with a “Learn More” button, whilst the ad is playing.
What is the biggest listening app?
Podcast Addict is another of the biggest listening apps in the world. Recently, Podcast Addict created a podcast advertising feature. Podcast Addict's ad setup is similar to Overcast in many ways, in terms of how it works, and its benefits. One slight variation is that there are 2 different ad placements available.
How long does an overcast ad last?
The pricing varies from category to category, which is likely due to demand and popularity. Once live, your ad will then run for 30 days.
What is guerrilla marketing?
Guerrilla marketing is a great podcast advertising option for those with little or no budget. The concept is that you use creative, unconventional, or surprise methods to draw attention to your show. This could be anything from a street performance, to releasing a bunch of branded balloons at an event or gathering.
What is Reddit?
Reddit is described as a “social news aggregation, web content rating, and discussion website.” On top of that, it's one of the most visited websites in the world – and it's yet another place you can run paid ads to promote your content.
How to advertise a podcast?
Although podcast advertising can be primarily used to build brand awareness, you need first to get in front of small but extremely engaged audiences. Develop a cost-effective marketing strategy and create content that you know your audience will love. Then approach podcasts who serve your target audience.
Why do podcasts have ads?
Podcasts primarily feature host-read advertisements to increase ad engagement. According to a study performed by Nielsen, host-read podcast ads were “significantly more likely to be described by respondents as authentic and believable, and less likely to be felt as forced.”.
How to find your audience on podcasts?
Here are some ways you can find your target audience: 1 Google “Topic target audience is interested in + Podcast”. 2 Browse podcast directory category listings for many shows about one theme. 3 Use Facebook’s Audience Insights tool to figure out what pages your users interact with most then find podcasts related to those subjects. 4 Look through podcast networks that cater to specific shows. For example, HeadGum (a comedy podcast network), Wondery (known for its immersive podcasts), and EarWolf Podcast Network (known for their celebrity hosted podcasts) are networks that allow brands to advertise across multiple shows.
How many people listen to podcasts in 2020?
Podcasts are growing in popularity every year–as of March 2020, 104 million Americans listen regularly and that number is expected to climb. As the medium continues to grow, now is the time to consider podcast advertising as a marketing channel for your business. Different from streaming music or video content, ...
What is podcasting at home?
Different from streaming music or video content, podcasts are primarily consumed at home, during commutes, or while exercising. With consumers turning to podcasts while performing other tasks and to fill downtime, brands need to grab and hold their attention. That means targeting the right audience with the right message at the right time.
What are the different types of podcast ads?
Podcast ads usually have three different placements: pre-roll, mid-roll, and post-roll. As the names suggest, pre-roll ads take place at the beginning of a podcast episode, mid-roll ads take place in the middle, and post-roll ads come in after the episode is over. Pre- and post-roll ad placements are shorter and cost less.
What is PodGrid?
PodGrid aims to connect great advertisers with great audiences. The company was started by two independent podcasters when they faced the challenge of finding a model for advertisers on their show for their niche audience.
How many podcasts will be available in 2020?
You have lots of options. According to Podcast Insights, as of April 2020, there were more than 1 million podcasts and 30 million podcast episodes.
What does CPM stand for in podcasts?
CPM stands for cost per mille, which is the cost per one thousand impressions, or listeners. The number of impressions may be calculated based on the number of times an episode is downloaded or the number of subscribers a podcast has.
Who is Kevin Randolph?
Kevin Randolph is a Google Analytics-certified digital marketing specialist at WebFX. He has a B.A. in Mass Communications and Languages & Cultures. In his free time, Kevin enjoys hiking, road trips, and playing the bass guitar.
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.
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 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.
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 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.
How to advertise a podcast?
Before you start preparing your podcast ad or guest spot, identify where you’ll be placing it. The key to podcast advertising success is by getting on the right podcast for the right audience. Just as your social ad campaigns are targeted at those prospects most likely to convert, ...
How do podcasts help brands?
Podcasts are a rapidly growing marketing channel for brands. They’re diverse, popular, and are a great way to reach your target audience directly. There are a few ways to use podcasts to grow your brand, from hosting your own podcast to placing an ad on an existing one or appearing as a guest on a podcast. Read on to discover how you can get ...
How long do podcast ads last?
These include: Pre-roll ads: these ads appear before a podcast starts and usually last for around 15-30 seconds. These are the second most valuable spots, as the listener is beginning to engage with the podcast.
What is announcer read?
Announcer-read: on the other end of the spectrum are announcer-read ads. As the name suggests, these are read by a dedicated voiceover artist rather than the host. These kinds of ads are more often found on journalistic podcasts and are more scripted than host-read ads.
What is a podcast host read?
The host (or hosts) is given a sample of your product or service and discusses their experience of it. These are often found on more personal podcasts such as true crime shows or comedy podcasts, and provide valuable social proof for your brand.
Why do I get guest spots on podcasts?
Appearing as a guest on a podcast is a great way to get some natural exposure for your brand by piggybacking on the success of an existing podcast. While paid ads are better geared for products or more commercial services, guest spots are good for general branding and professional services like consultancies.
Can you force a host to say they love your product?
If you’re opting for a host-read ad, it’s important that you let them take the reins. You can’t force a host to explicitly say they love your product or service, but you can give them a few bullet points on what kind of features you’d like them to highlight.