Podcast Advertising and Sponsorship: An Ultimate Guide

Podcast advertising has become a very effective way to reach potential customers. In fact, according to the podcast advertising industry report, over $1 million was spent on podcasts in 2017 alone.

Podcast advertising is a form of sponsorship where brands pay to sponsor individual episodes or entire shows. This allows them to promote their brand and products directly to listeners who are interested in those topics.

Podcast sponsorships offer several advantages. They allow companies to connect with consumers at a time and place they choose. And because these ads appear before or after the show, they don’t interrupt the flow of conversation.

Podcast Advertising Terminology

Before we discuss the pros and cons of podcast advertising, let’s review the terminology you need for reaching out to podcast hosts.

CPM Rate: The cost per thousand impressions (CPM) rate is the amount paid by advertisers for every 1,000 times an ad is played. It is calculated based on the number of people listening to your podcast, the length of each episode, and how often it airs.

Host-Read Ad: A host read advertisement is one that appears during the show but does not play automatically like a prerecorded commercial. Host-read advertisements can be used as a great alternative to traditional commercials.

Sponsored Episode: An episode sponsored by a company is usually branded with its logo. These ads are typically placed at the beginning or end of the show.

Pre-Recorded Commercial: A pre-recorded commercial is similar to a host read advertisement except that it plays automatically.

Dynamic Insertion: Dynamic insertion occurs when an advertiser inserts itself into a particular part of the podcast. For example, if you have a guest talking about a product, then you could insert a short ad right before or after the segment.

Programmatic Ad: Programmatic ad placement is a method of buying ads through software instead of using human editors. The programmatic model allows for the creation of automated systems that can place advertising on websites and apps, which means you don’t have to worry about finding advertisers or negotiating contracts.

Pre-Roll Ad: Pre-roll ads are video ads that run before or after a certain portion of a video. You can use pre-roll ads to promote your business or service.

Post-Roll Ad: Post-roll ads are video advertisements that run after a specific point in a video. Post-roll ads are perfect for promoting your business or service. They are also useful for creating content around your brand.

CTA: Call To Action is a button or link that directs users to another page within your website. CTA buttons help increase conversions and sales.

Downloads: how many times a podcast episode has been downloaded from a podcast hosting site. The most common metric to determine the impressions/listens of a podcast.

Live-Read Ad: A live-read ad is a type of pre-recorded commercial that plays automatically. Unlike other types of pre-recorded commercials, live-read ads are played while the host is speaking.

Promoted Episode: Promoted episodes are podcasts that feature special guests or segments created specifically for sponsors.

Live-Read Ad: Live-read ads are pre-recorded commercials that play automatically. Like regular pre-recorded commercials, they appear during the show and are timed to coincide with the host’s speech.

Spotify Ads: Spotify ads allow advertisers to target listeners who listen to their favorite artists. This helps create more relevant ads that will resonate with the audience.

Now that you’re familiar with the necessary terminology, let’s discuss how to find and sponsor podcasts.

12 Tips for Finding and Sponsoring Podcasts

Podcasts are great ways to listen to interesting topics from experts at anytime and anywhere. They provide a convenient way to stay informed and entertained.

There are over 10 million podcasts in existence today, each providing their own unique perspective on a wide variety of subjects, ranging from politics to sports to cooking.

You don’t have to go through a podcast directory or search every single show to find something you might enjoy. Instead, try these 12 simple steps to find and sponsor podcasts.

1. Consider podcast demographics.

The first step to finding and sponsoring podcasts is to consider what kind of people would be interested in listening to your podcast.

For example, if you want to reach men ages 25–34, you should look for shows that focus on technology, finance, or entrepreneurship. If you want to reach women ages 35–44, you should look for podcasts focused on health, fitness, parenting, or relationships.

2. Search for keywords.

Once you know what kind of podcasts you want to hear, it’s time to start searching.

Use Google to search for “podcasts + ”. Here are some examples:

3. Find out which podcasts are available online.

If you can’t find any podcasts about the topic you want to talk about, then you’ll need to make one yourself!

Start by looking up the hosts’ websites. You can do this by typing the name of the person into a web browser. For example, if you wanted to learn more about John Doe, you could visit his4. Listen to the audio files.

4. Understand standard podcast ad pricing.

Most podcasts offer two different kinds of advertising options:

5. Look for podcasts that relate to your brand or industry.

When you’re ready to start promoting your podcast, you may want to choose a niche that relates to your business or interests.

This will help you attract potential sponsors and listeners who share similar interests.

6. Use your competitors for inspiration.

It’s important to note that many successful podcasts use strategies that were developed by other podcasts.

In fact, most podcasters started as fans of another podcast before creating their own.

7. Purchase multiple ads for small shows rather than one for big podcasts.

Many podcasts have very low listener numbers. This means that they usually sell fewer than 100 ads per month.

Because of this, you’ll likely get better results by purchasing multiple ads for smaller shows instead of just one for a larger podcast.

8. Advertise on multiple podcasts within the same network.

Some networks allow you to advertise across multiple podcasts.

However, you should still keep an eye on how much money you spend on each individual podcast. If you’re spending $100 per month on podcasts, that’s a lot of money!

If you want to start making money from your podcasting hobby, the first thing you need to do is figure out what kind of content you can create and sell. You don’t have to be a journalist or a professional writer to make money with your own podcast.

9. Be vigilant of dishonest podcasters.

There are plenty of scammers out there trying to take advantage of new podcasters.

Be careful not to fall victim to scams like fake reviews, false endorsements, and misleading offers.

10. Consider purchasing back catalog space.

Some podcasts offer back catalog space for $100 or less.

You might also be able to purchase back catalog space from other podcasts for even cheaper.

Back catalog space is an opportunity to promote older episodes of your podcast without having to spend money upfront.

11. Don’t forget to include links to your website and social media pages.

Your audience will appreciate it if you provide them with easy access to additional information.

You can also use the same technique to make your website more user-friendly and easier to navigate.

The best way to do this is by adding a navigation bar at the top of your page. This allows visitors to easily find what they’re looking for, without having to scroll down the page or click through multiple pages.

12. Make sure you have a clear call-to-action in every episode.

Your call-to-action should prompt people to subscribe to your podcast, follow you on social media, or contact you directly.

You can also use a call-to-action button in the form of an email signup form. This is especially useful if you have a mailing list that you want to grow.

For example:

A simple way to get more subscribers to your blog is by offering them something for free. You can offer a free eBook, a free webinar, or even a free consultation.

13. Create a consistent schedule.

Set aside specific times during the week where you plan to record your podcast.

Make sure you stick to these times so that your audience knows when to expect your next episode.

You can also use the same format for a podcast interview, where you’ll have an interviewer and a guest on the show.

If you want to get more specific with your schedule, you can set up recurring episodes or even weekly episodes.

This is especially useful if you’re running a business and need to keep track of what you’ve been doing over time.

14. Determine what type of promotion you’d like to run.

If you’re interested in selling merchandise, you’ll need to decide whether you want to create your own product or license existing products.

Native Ad:

A native ad is a branded advertisement that appears in a podcast feed.

These ads can appear in any part of the podcast feed including the description area, the player, and the sidebar.

Sponsored Content:

Sponsored content is a form of advertising that involves a third party providing free content to a publisher in exchange for compensation.

For example, a company could sponsor an interview with a popular blogger.

The company would pay the blogger to write about its products.

Advertisers often prefer sponsored content because it allows them to reach a targeted audience.

Paid Interview:

An interview is a paid endorsement.

Companies pay bloggers to talk about their products.

This is similar to how celebrities are paid to endorse products.

Product Placement:

Product placement occurs when a brand sponsors an episode of a podcast.

In some cases, the brand may even appear in the podcast itself.

It’s important to note that most advertisers don’t want to appear in the actual podcast.

They want to make sure that listeners know who they are and associate them with the podcast.

Direct Response Ads

Direct response ads are advertisements that encourage someone to perform a certain action.

For example, an advertiser might use direct response ads to encourage people to download a mobile app.

Other examples include encouraging people to visit a website, sign up for a newsletter, or fill out a survey.

15. Purchase ad spots online.

There are many different places to buy podcast advertising.

Here are just a few options:

16. Reach out personally to podcasts you’d like to work with.

You can also try contacting individual podcasters directly.

Some podcasters may be willing to work with you as long as you offer something special. If you have a podcast that is not available on iTunes, for example, they might be interested in working with you if you can provide them with an exclusive audience.

If you are looking to get into the podcasting business, it’s important to understand what your goals are and how much time you want to invest before launching your own show.

You should also consider whether or not you want to focus on one particular topic or niche.

17. Monitor your progress.

Once you’ve launched your podcast, you’ll want to keep track of your numbers.

Use tools such as Google Analytics to monitor traffic and conversions. You can use this information to determine if your site is working for you or against you, and whether changes need to be made.

How to Advertise on Podcasts

Now that you have all of this information, let’s take a look at how to advertise on podcasts. 

1. Determine the type of ad you want to run.

We’ve discussed several different types of podcast ads in the podcast terminology section. The best type of podcast ad for your campaign depends on your budget and the purpose of your campaign.

Programmatic ads tend to be cheaper than host-read ads, but according to Nielsen, host-read ads are more successful because they’ve already built up trust and recognition with their audience.

2. Choose where to place your ads.

Your podcast will likely have multiple locations where you can place your ads.

Most podcasts will have a description area, a player, and a sidebar.

If you’re looking to target specific demographics, you should consider placing your ads in these areas.

For example, if you sell products for women, then you might want to place an ad on a site that caters specifically to female consumers. Or if you sell products for men, then you might want an ad on a site with content geared toward male customers.

You can also use the targeting options available in Google AdWords to help you find the right audience for your product or service.

3. Create your ad copy.

The next step is creating your ad copy.

When writing your ad copy, think about what makes your product unique.

What do you want potential customers to know? What benefits does it provide?

Make sure that your ad copy clearly answers those questions.

4. Write your ad creative.

Next, write your ad creative.

This is the text that appears within your podcast ad.

It’s important to create compelling ad creatives so that your podcast listeners click through to your website. 

5. Select the best ad placement for your campaign.

Finally, select the best ad placement for each of your campaigns.

Each location has its own set of rules and restrictions.

For example, some sites don’t allow certain types of ads.

Or, they may not accept ads from certain advertisers.

To make sure that your ads are accepted by the podcast, check the terms of service before launching your campaign.

6. How to write a podcast ad.

Writing your podcast ad isn’t too difficult.

Here’s an example of a podcast ad:

“Hey guys, I’m Mike from .

I just wanted to share my thoughts on with you.”

That’s pretty much it!

There are many other ways to promote your business on podcasts, but we hope this guide helps get you started.

Hook the Listener

Start with a bold or attention grabbing statement to grab their attention and ensure they don’t skip past the ad.

Personal Story

Tell them why you’re sharing your story.

Be honest and transparent about who you are and what you offer.

Give Them Something They Can Use

Offer something valuable to them.

Include links to your social media pages, websites, and blog posts.

Don’t Forget About Your Audience

Remember that you’re speaking directly to your audience.

Keep your message short and sweet.

Use relevant keywords and phrases.

And remember, you only have 30 seconds to hook the listener.

Call to Action

Ask them to take action.

Promote your services or products.

Let Them Know You Care

Show your appreciation for listening to your podcast.

Thank them for taking the time to listen to your show.

And finally, ask them to subscribe to your podcast.

7. How to create a podcast ad.

After the script has been finalized and the on-air talent has recorded their part, share it with them so they can record the spot as a standalone mp3. After the production process is complete, the ad should be inserted into the episode audio file at the designated time. If using dynamic insertion, upload the mp3 to the podcast hosting software. It will then be automatically played during the show.

Navigating Podcast Sponsorship

If you’re interested in sponsoring a podcast, there are several steps involved. First, find out if the host accepts sponsorships. Some hosts charge a fee for sponsorship spots while others give away free spots.

Once you determine whether or not the host accepts sponsorships, contact the host and request permission to sponsor the show. The host will usually require you to submit a proposal detailing how you plan to advertise on the show.

The next step is to decide which type of advertising you want to use. There are two main options:

1) Promotional Ads – These are sponsored messages that appear within the content of the podcast.

2) Commercial Ads – These are advertisements that run outside of the podcast content.

Once you’ve decided on the type of advertisement you’d like to use, you’ll need to prepare a proposal outlining how you intend to market your product or service. This includes details such as the length of the ad, the frequency of the ad, and any special requirements (such as a minimum number of impressions).

Find podcasts that align with your brand:

You can search for podcasts by category or keyword. For example, searching for “business” will bring up all the podcasts related to entrepreneurship.

Searching for specific categories will help narrow down your results. For example, searching “marketing” will bring up all marketing-related podcasts.

Choose frequency over audience reach:

When choosing between promotional ads and commercial ads, consider the frequency of the ad instead of its reach. A weekly promotion might get more exposure than an occasional one-time ad. However, a monthly ad may generate less revenue than a weekly one.

Consider working with a network:

Some podcasters work with networks to promote their shows. Networks provide the infrastructure needed to promote the show, including social media accounts, email lists, and other tools. They also handle the technical aspects of promoting the show, such as uploading the episodes to iTunes.

Network partners typically pay a percentage of the ad revenue generated from the show. In exchange, they receive a portion of the ad inventory.