Everything You Need To Know About Podcast Advertising and Sponsorships

As a content material progress and innovation chief for HubSpot, I understand how essential it’s to seek out impactful methods to develop your model’s attain. In my expertise, one of many simpler and underrated channels for entrepreneurs is podcast promoting.

Outdoors of labor, I’m an avid podcast listener. I’ve been persuaded to check out a brand new product really useful by my favourite hosts. That’s very true if I’ve been listening to a present for years. There’s a level of parasocial belief that pushes me over the sting.

So podcast promoting might be efficient, however understanding the place to start out with podcast promoting might be complicated. To assist, I’ve gathered my private experiences and insider ideas from HubSpot’s podcasting staff into this complete information of every little thing it’s good to learn about podcast promoting.

Desk of Contents

How does podcast promoting work?

I consider podcast promoting as just like different forms of advertising. First, I establish podcasts that match my target market and demographics and negotiate a deal. From there, my staff creates the advert content material, and the host inserts it into the episode.

Podcast advertisements normally describe the featured services or products and sometimes embrace the host’s private expertise. Many advertisements additionally embrace promo code-based reductions for listeners. Once I consider examples in my life, Blue Apron involves thoughts. I heard their advertisements dozens of occasions on my favourite NPR podcasts with a pleasant low cost if I take advantage of their code.

The host expertise is likely one of the largest variations in podcast promoting. My advertisements is likely to be recorded audio or a script the host reads and inserts their expertise into so as to add social proof.

You too can use self-service promoting instruments like Spotify’s Ad Studio, which helps produce and launch podcast advertisements focused to the precise viewers on its streaming platform throughout a number of exhibits without delay. As soon as an advert is printed, groups use metrics comparable to listens, downloads, and conversions to trace advert efficiency.

Advantages of Podcast Promoting

I’ve discovered that podcasts are not often the primary advertising channel entrepreneurs consider, however they’re one among my favorites. Let’s undergo my high causes for utilizing podcast promoting in my advertising technique.

Elevated Model Consciousness

Podcasts characterize an enormous potential viewers and have turn into an more and more well-liked a part of client’s lives. In response to Edison Analysis, 98 million people hearken to podcasts weekly.

Extra folks than ever are partaking with podcasts throughout their every day routines — like driving to work, figuring out, and cleansing round the home — making podcasts a wonderful medium for promoting.

Focused Viewers

I discover that podcasts are helpful for accessing area of interest audiences. For instance, the demographics of true crime podcasts are primarily youthful ladies. Many profitable exhibits create very particular niches to achieve their superb listeners and construct a group of people with specific pursuits and behaviors.

Increased Engagement

As a marketer and a daily human being, I do know commercials might be an unwelcome interruption. Balancing that actuality with reaching extra of my target audience might be difficult. Podcasts assist resolve that downside.

Most podcast listeners perceive that promoting funds their favourite podcast exhibits and see podcast promoting as supporting small creators. Because of this, 46% of listeners don’t discover podcast promoting intrusive.

Elevated Credibility

In my expertise, long-form content material helps construct belief. In contrast to influencers who leverage short-form content material like TikTok movies, podcast hosts maintain their viewers’s consideration for an hour or extra.

That additional time permits them to construct strong relationships and supply me with improved brand perception by affiliation once I promote with them. It’s a type of social proof.

Podcasts present a singular promoting level for advertisers. Audiences are sometimes linked with the host on an emotional stage. That implies that when the host reads my advert copy, the listeners are already predisposed to belief the message. It’s kind of like an endorsement from a star or trusted pal.

Living proof, I like to hearken to The Splendid Desk from America Public Media. When the host, Francis Lam, makes a advice a couple of cooking product or method, I take be aware.

Measurable Outcomes

With 43% of advertisers anxious about measuring the effectiveness of promoting campaigns, we want knowledge. One among my favourite podcast advert advantages is the flexibility to see how many individuals listened whereas the advert was working and use distinctive hyperlinks to attribute clicks and conversions to every episode.

Podcast Promoting Terminology

Once I first jumped into the world of podcast promoting, there was jargon I had no concept about. So, earlier than you dip your toes in, I wish to share some phrases I want I had identified sooner. Let’s discover that vocabulary.

• CPM charge — “price per mille,” the flat normal price advertisers pay for each 1,000 impressions of an advert.
• Host-read advert — an advert voiced by the host of a podcast.
• Dynamic advert insertion — a self-service promoting methodology supplied by many streaming providers that makes use of software program to insert a pre-recorded advert into podcast audio mechanically.
• Contextual concentrating on — a dynamic advert placement methodology utilizing software program and contextual knowledge to match the listener’s temper or actions. For instance, advertisements for psychological well being providers are positioned on a relationship or self-care podcast.
• Programmatic advert — pre-recorded advertisements voiced by somebody apart from the host, comparable to an announcer or voice actor. These advertisements are sometimes positioned in a number of exhibits with dynamic insertion.
• Advert placements — when an advert takes place through the podcast episode. Pre-Roll Adverts play earlier than the podcast begins, Mid-Roll Adverts are within the center like an intermission, and Submit-Roll Adverts play after the episode ends.
• Stay-read advert — an advert carried out reside by the host throughout a podcast episode as an alternative of being scripted and pre-recorded.
• CTA — “name to motion,” which is the hook of the advert, the motion you need the listener to take. Most embrace URLs or promotional codes used to trace the advert’s efficiency.
• Downloads — the variety of occasions listeners have downloaded a podcast episode. That is the most typical metric used to find out the present’s potential attain.

Forms of Podcast Adverts

Along with understanding {industry} phrases, I discover it useful to grasp how several types of advertisements work. Listed here are those I’ve discovered handiest, together with examples of every.

Native Advert

Native advertisements are created by the advertiser and combine seamlessly into the content material of the episode. I like to make use of these for top-of-funnel campaigns and once I’m working with self-service streaming placements.

Usually, these brief audio or voiceover clips run for 15 to 60 seconds and describe a product, service, or promotion you wish to function. They’re usually positioned as pre-roll or mid-roll advertisements and is likely to be launched by the host as “a phrase from our sponsor.”

Toyota created an advert for the RAV4 with a narrator describing a number of car options however didn’t use the podcast identify within the sponsorship message. By solely saying, “This episode is delivered to you by,” the advert can be utilized on many various podcasts.

Sponsored Content material

Sponsored content material (additionally known as branded segments) is loads like a verbal model of a weblog submit and might even be an entire podcast episode. Matters have to be related to the podcast and my firm or {industry}, so I work with the podcast’s workers to brainstorm and create content material that works for everybody.

Whereas it’s extra concerned than native advertisements, I like to make use of these when a podcast overlaps closely with my target market as a result of this will turn into an ongoing multi-season relationship.

The content material doesn’t have to say your product or model immediately, however the hosts will not less than be aware who sponsored the episode and embrace a quick blurb about it.

One instance is the Fresh Invest present created by Morning Brew Podcasts and sponsored by Constancy. The host breaks down the investing atmosphere and gives listeners with strong recommendation and actionable ideas. Because the sponsor, Constancy receives model mentions with the precise target market and (most significantly) on the proper time — when the viewers’s curiosity in investing is excessive.

Paid Interview

This kind of sponsored content material immediately entails me or one other professional in my firm. We pay the podcast to interview an professional we selected on a subject we choose.

This provides our firm specialists an awesome alternative to unfold model consciousness and showcase their experience. In flip, the podcast will get sponsorship cash, a credibility enhance, and fascinating interview content material a couple of matter associated to its personal mission.

To me, it’s a robust mix of promoting, model constructing, and thought management.

In this episode of Freakonomics Radio, host Stephen J. Dubner interviews Microsoft CEO Satya Nadella concerning the prospects and dangers of AI. Nadella gives his insights for the viewers, inserting Microsoft on the forefront of the AI dialogue for listeners.

I discover that the paid interview method might be fairly worthwhile whenever you’re utilizing a requirement technology technique. These interviews give your management time to offer much-needed context and clarify why there’s an pressing want for the product that the market won’t already perceive.

Product Placement

We‘ve all seen model placements on TV and in motion pictures. For instance, the actors drive a selected model of automotive and point out options as a part of the script. That’s product placement, and you are able to do it in a podcast, too. The hosts will casually point out your product as a part of the dialogue.

Totinos was positioned centrally in a “My Brother, My Brother, and Me” podcast. Whereas Totinos had been continuously mentioned, they nonetheless didn’t come throughout as too salesy or aggressive to listeners.

The hosts snacked on Totino’s pizza rolls whereas enjoying video games revolving round meals and having random discussions about life.

Direct Response Advert

Direct response advertisements are a sort of native advert that mixes product placement. The podcast host reads your script however then provides a name to motion, like clicking a hyperlink on the podcast homepage or utilizing a coupon code.

I like utilizing these advert spots as a result of they’re host-read and might profit from the listener feeling like they’re getting a strong advice from the host.

On this episode of Julia Louis-Drayfus’s podcast, “Wiser Than Me,” you possibly can hear a number of direct-response advertisements on the 27:00 minute mark that includes manufacturers like Hairstory and BetterHelp.

Each of those advertisements embrace show-specific low cost codes that listeners can use to obtain a reduction after they attempt the model’s services and products.

Now that you simply‘re acquainted with the forms of podcast advertisements out there to you, let’s focus on how I discover and sponsor podcasts.

How one can Promote on Podcasts

At any time when I’ve a brand new marketing campaign to plan, I comply with these steps to assist guarantee a profitable podcast promoting marketing campaign.

Step 1. Decide the kind of advert you wish to run.

There are a number of advert codecs to contemplate, and the best choice for you relies upon principally in your price range and targets. To find out what kind of advert to run, I take a look at price range, purpose, and timeline.

Price range

Not each advert could be a long-form manufacturing. I must match my out there price range to the kind of advert that may give me the most effective return inside that quantity. Host-read advertisements and sponsored content material can get costly rapidly.

For a small price range, I like to recommend beginning with programmatic native advertisements. These are advertisements you produce and add to a library for placement into podcast episodes via self-service software program in a streaming device like Spotify Advert Studio.

These are more cost effective, and streaming providers have drastically improved their use of contextual knowledge to seek out extra related placements to your advertisements. These advertisements additionally work finest for me when my purpose is extra centered on producing model consciousness than conversions or once I don’t have a selected goal podcast in thoughts.

Objective

What I’m attempting to perform with my advert is important to my decision-making. If I wish to construct model consciousness, sponsored content material or a paid interview work properly. Nevertheless, if I want direct motion from the viewers, a direct-response advert is normally a better option.

Timeline

How rapidly an advert must run is a giant a part of my choice course of. Sponsored content material takes loads longer to provide than a host-read advert. Likewise, arranging schedules for a paid interview can take vital time. Even native advertisements might be time-consuming with voice actors and post-production work.

I must steadiness the mix of time I’ve with my price range and targets to create the most effective final result.

Step 2. Choose the most effective advert placement to your marketing campaign.

Subsequent, take into account your advert placement, which might influence your price range and ROI.

Total, I’ve discovered that extra folks hearken to the primary jiffy of a podcast, however pre-roll advertisements have a decrease CPM charge as a result of they’re straightforward to skip. As such, these work properly for top-of-funnel campaigns and constructing model consciousness.

Alternatively, I discover that mid-roll advert placements (advertisements in the course of the episode) have a better CPM as they attain a extra engaged viewers who’re prone to comply with a CTA. I select mid-roll placements if I’m attempting to drive web site visits, purchases, or free trial sign-ups.

Step 3. Write your script.

Now that I’ve decided what kind of advert to run and decided the location, it’s time to deal with the messaging. Even when I’m doing host-read advertisements, the on-air expertise wants speaking factors from me to remain on level with my targets for the marketing campaign.

Listed here are the weather I embrace when writing podcast advert scripts.

Size

Whereas 30- or 60-second advertisements might really feel normal, it’s essential to tailor the size to suit the message, advert kind, and price range.

Average CPM Rates

• 30-second advert placement. $18.
• 60-second advert placement. $25.

As soon as once more, I take into account my general marketing campaign goal right here. If I’m merely eager to get my model’s identify on the market, then shorter advertisements can get the job executed. Nevertheless, if I need the listener to fastidiously take into account my product and take motion, then I might select an extended advert so I may write a script that covers their ache factors and the worth my firm gives.

Instructions for Voice Actors

Regardless of how good my script copy is, I want to verify I’ve the precise folks studying it and that these people have directions about what I need. Voice actors want path identical to live-action actors do.

The 2 huge factors I all the time share are tone and voice description. I embrace particulars concerning the feelings and magnificence of the copy for the voice actor. Examples of tone embrace brilliant, cheerful, critical, pressing, or pleasant.

I additionally want to verify we rent the precise voice actor. A voice description helps your workers choose the precise individual. Whereas voiceover actors usually have totally different “characters” they’ll create when studying your advertisements, we nonetheless want to make sure that the individual chosen can meet gender and age kinds, comparable to a female-sounding millennial voice.

Hook

Each script wants an attention-grabbing assertion that resonates with my viewers and retains them from fast-forwarding via the advert. I discover asking questions or describing the listener’s ache factors to be efficient.

Private Story

Utilizing a private story about how my product solves the listener’s downside helps make a connection. Humor, training, and emotion are the highest three storytelling instruments I take advantage of when writing scripts.

I like to recommend selecting your methodology based mostly on what matches your model, product, and marketing campaign. For instance, if I’m promoting a medicine, I’d take the emotional and empathetic method, whereas humor may work higher for merchandise like snacks or leisure.

Name-to-Motion

A call-to-action (CTA) tells the listener what motion to take subsequent, like visiting my web site or signing up for a free trial. I wish to create distinctive URLs or supply codes for podcast CTAs as a result of they encourage motion and assist me observe the outcomes of every marketing campaign.

Step 4. File and finalize the advert.

As soon as the script has been finalized, it must be recorded.

For host-reads, you simply must get the script to the podcast host. But when you’ll be recording the advert, you’ll choose your voiceover actors, organize for recording and post-production work, and ship the advert to the host or streaming service.

Relying in your firm, you will have an in-house manufacturing staff that handles all of these particulars for you. In the event you’re a small store or solo entrepreneur, you’ll must handle these particulars your self.

Streaming platforms like Spotify have their very own instruments to assist file native advertisements. Nevertheless, should you file the script your self, you’ll want a quiet place and an inexpensive microphone. To rent a voice actor on a price range, try platforms like Casting Call Club, the place new voice actors are prepared to work for a small price or no price as a result of they want credit so as to add to their resumes.

Ask your voice expertise to offer a WAV file, as that’s the mostly used format for native advert manufacturing.

Submit-production combines voice, correctly licensed music, and sound results to create a completed advert that matches the precise time wanted and meets the audio specs, comparable to stereo or mono, the bit charge, and doesn’t have any undesirable background noise.

I normally use an audio producer for this, however it may be DIY’d for extra simple advertisements utilizing instruments like Adobe Audition or Audacity.

When you add the audio file to the streaming service or podcast host, the advert might be positioned in a podcast episode or a number of episodes by the host or the streaming service’s dynamic insertion know-how.

1. Perceive podcast demographics.

I discover that podcast demographics do not change drastically from present to indicate; they’re extra of a fine-tuning of a bigger viewers.

In response to HubSpot’s former company advertising supervisor, Sam Balter, the general podcast viewers is generally made up of “prosperous, educated millennials“ and is a ”good viewers for manufacturers just about no matter what present you’re on.“

Most podcast listeners are sufficiently old to make buying selections and have sufficient revenue to make these purchases.

Alanah Joseph, head of creator partnerships, talks about how essential understanding the present’s listeners is for profitable advert campaigns.

“We’re wanting on the advert from the standpoint of a listener. Does the advert really feel prefer it’s an genuine a part of the present? Is it pleasant to hearken to?” Joseph postulates.

The extra advertisements match the content material of the present, the extra seemingly listeners will keep engaged.

2. Get acquainted with podcast promoting costs.

Determining podcast promoting pricing might be complicated at first. There are big variations in pricing, and costs don’t all the time replicate the present’s desirability.

In my expertise, although, podcast promoting tends to be extra clear than you would possibly suppose. Most podcasters and podcast networks use the identical standardized system to calculate promoting prices.

To get a tough concept of advert prices for a selected present earlier than reaching out to a podcast staff or community, I like to take a look at the present’s earlier episodes and plug that knowledge into this system.

Utilizing CPM breaks numbers down into easier-to-digest chunks per thousand listeners so you possibly can extra simply examine numbers. On common, Balter says most podcast advert charges are likely to run between $10 and $50 CPM, making it comparatively reasonably priced for even small manufacturers, though extremely popular podcasts will price extra.

Meaning a podcast with 10,000 downloads would cost round $100 to $500 for an advert placement.

Nevertheless, once I’m working extra intensive promotions, like a completely sponsored podcast episode, I discover formulation aren’t correct. Prices are rather more variable for long-form promoting varieties.

3. Select exhibits associated to your {industry} or model.

My best-performing advertisements relate to the podcast collection or episode as a result of listeners usually tend to stay engaged and reply to the CTA, particularly in the event that they establish with the ache factors you resolve. Because of this, I all the time intention for relevance if I’m manually reaching out to exhibits as an alternative of utilizing a self-service streaming choice.

For instance, if I wished to position an advert a couple of B2B recruiting service, I might search for a podcast that discusses human sources for B2B firms.

The identical precept applies to B2C merchandise. This episode of TASTE opens with an advert for Style Europe’s French butter, highlighting its makes use of, advantages, and why it’s the selection of {many professional} cooks. The advert is an ideal match for listeners who come to TASTE to get their fill of meals and tradition.

I search for exhibits the place the host would use and love my product. If the host would find it irresistible, there’s a robust probability it is going to be an excellent match with their viewers.

4. Leverage competitor evaluation in your analysis.

I like utilizing competitive analysis to assist me uncover what the opposite guys are doing. By inspecting what manufacturers just like mine try, I can discover alternatives to realize a bonus over opponents.

I’ve discovered that watching the place my opponents promote conjures up me in my search and helps me slender my focus by figuring out the forms of exhibits and subjects that might work for me. That stated, I’m not a fan of copying and pasting a competitor’s technique. I want to make use of it to generate concepts after which problem myself to determine what I can do higher.

5. Don’t ignore smaller exhibits.

Once I first began in podcast promoting, I needed to resolve whether or not to spend my complete price range on one advert for a giant present with promising numbers or to hedge my bets throughout a number of podcasts. I’ve discovered that Balter was spot on when he stated, “It’s higher to play an advert a number of occasions on a smaller present than attempt to play a single advert on a giant present.“

I’ve to pay rather more for one or two advertisements on main podcasts with an enormous listenership, and one or two advert performs are not often memorable. Whilst you would possibly get nice visibility, outcomes are extra of a raffle in my expertise.

With out a first rate ROI, you are losing cash. By spreading advert {dollars} throughout many repetitions, you assist forestall an all-or-nothing state of affairs.

I analysis a number of smaller podcasts with partaking content material associated to my product or {industry}. From there I like to take a position a little bit of my advert spend in every present and take a look at the numbers. If one or two of them don’t meet my anticipated ROI, I regulate my technique and transfer my advert {dollars} to exhibits that give me extra engagement and model consciousness.

6. Promote with a number of exhibits on the similar time.

Once I plan to spend money on a number of podcasts — or place a number of advertisements in a single episode — I search for a community that produces a number of exhibits aligned with my product and construct a relationship with that community, like Gimlet.

This kind of settlement with one community known as a pulsing technique, and Balter explains that “as a result of individuals who hearken to Gimlet exhibits are prone to hearken to different Gimlet exhibits, you may get a strong variety of impressions off of some exhibits over a comparatively brief period of time with out inundating listeners with the identical advert again and again.“

For instance, this Hendrick’s Gin advert was featured on a number of Gimlet podcasts and its promoting web page.

It’s a easy native advert with a brief “sponsored by Hendrick’s Gin” remark earlier than briefly describing the flavors within the gin and highlighting the model’s worth proposition.

The advert feels distinctive, however as a result of it’s not industry-specific, it might goal a large viewers, making it a sensible choice for placement on a number of exhibits on the identical community with minor adjustments to the start of the advert.

7. Analysis obtain numbers.

I all the time take time to correctly vet podcasts when evaluating obtain and hear metrics.

Balter makes an awesome level when he warns that mixture podcast downloads aren’t all the time correct or tracked correctly, so you must all the time test particular person episode obtain numbers.

Listed here are some methods I take advantage of to confirm a podcast’s numbers:

• Take a look at all of the platforms that they submit their podcasts on. In the event that they submit on a serious web site like SoundCloud or Spotify, you must be capable to see platform-provided view numbers.

• Search for them on social media. Whereas I don’t search for present numbers right here, I do take note of follower counts and fan engagement actions that assist me gauge how invested the viewers is within the podcast.
• Work with a reputable community. Podcast networks like Gimlet Media and Wondery vet exhibits earlier than granting membership, and lots of have minimal obtain thresholds that should be guess earlier than podcasts can join.

Once I lastly discuss to the podcast producers, I ensure that to get as a lot particular knowledge as potential about views and impressions. I additionally wish to ask if earlier advertisers noticed an ROI. If a podcaster can present proof that advertisers generate profits from advert spends with them, I’m extra seemingly to enroll.

8. Take a look at every present’s again catalog area.

It is an odd-sounding time period, however again catalog simply means what number of earlier episodes of a podcast exist.

I really like concentrating on these episodes as a result of they’re usually listened to and shared by the present’s viewers, however as a result of they aren’t first runs, there isn’t as a lot advert competitors for them.

Once I’m utilizing this technique, I look particularly for evergreen episodes that may proceed to stay related for an prolonged time.

For instance, should you’re a marketer for an ecommerce home-shopping web site, you might search for again catalog episodes of residence decor podcasts.

9. Take into account video podcasts.

Whereas most individuals consider podcasts as audio-only, extra exhibits are beginning to file and submit their podcasts’ movies on YouTube. I discover that this mix of long-form content material and the flexibility to focus on my product and model visually is a double-win for me.

On this instance, Steven Bartlett, host of The Diary of a CEO Podcast, offered an advert for Huel Diet and concurrently confirmed his viewers the merchandise.

The model additionally will get product placement all through the interview, which is over an hour lengthy.

In my expertise, video podcast advertisements are useful for manufacturers with bodily merchandise and even software program firms, the place a number can present a screenshot of the platform’s options.

10. Purchase spots via self-service.

With an entire audio clip for the standard advert slot, I like utilizing instruments like Spotify Advert Studio to rapidly buy area and goal advertisements to seem on a number of podcasts.

I additionally love host-read advertisements utilizing a service like Midroll. As a substitute of recording a local advert, I simply submit advert info and buy slots in a number of exhibits. It is quick and cost-effective.

11. Construct relationships with hosts and producers.

Once I’m engaged on inserting extra complicated advertisements, in-person connections with hosts and present producers are useful.

“By being intentional when on the lookout for creators, we will create a really collaborative atmosphere and permit creators to infuse their persona and voice into our advertisements,” says Joseph.

As soon as I’ve researched and chosen a couple of podcasts, I attain out to debate promoting choices and concepts. My first contact is likely to be an e mail that features:

• Slightly bit about my model.
• Why I feel it is a good match for the podcast.
• Questions on their progress and key success metrics.

Take a look at this template for a fast first-contact e mail concept.

I like this course of as a result of it’s collaborative, and the hosts appear to understand it. Many like getting concerned in writing the script quite than studying one thing I’ve written verbatim.

Joseph provides, “I’ve discovered the extra we enable our podcasters to take part within the creation of the advert, the higher the advert might be.”

12. Monitor efficiency and calculate ROI.

No matter what kind of advert or advert placement I buy, I all the time observe the cash I spend and the income generated by every marketing campaign.

If I’m publishing on a number of podcasts, monitoring income helps me resolve which of them warrant extra commercials and which I’d stroll away from.

Need assistance calculating ROI in your advertisements? Right here’s a submit on a simple ROI formula you should use to get began.

Boosting Your Promoting Technique with Podcast Sponsorships

I really like discovering uncared for promoting shops, and podcasts are stuffed with alternatives. With a typically prosperous viewers and fewer advert competitors, podcasting is ripe for promoting.

The precise podcast promoting technique delivers your message to an engaged viewers at decrease prices and better ROI than many different channels. Podcasting promoting is an effective way to realize model consciousness.