Are you thinking about monetizing your podcast? Perhaps you’re hoping to build a listenership, or maybe you’d like to make your side hustle a full-time job. Either way, getting your podcast sponsored is a great way to do this. However, it can be challenging to find the right podcast sponsors for your show.
Landing podcast sponsorships is easier when you know what you’re looking for. You can directly connect with brands to help grow your audience and unlock revenue. Alternatively, you can join a podcast network that does all the leg work for you.
In this post, we’ll share four ways you can get podcast sponsors. Then, we’ll discuss three of the best places to run your podcast advertisements. Let’s get started!
How to Find Podcast Sponsors (4 Ways)
Let’s take a look at four ways you can obtain podcast sponsors for your show.
1. Reach Out Directly to Sponsors
Reaching out to sponsors directly is an excellent option if there’s already some buzz around your podcast. That’s because you can prove your show’s worth with statistics. Additionally, it’s a great alternative to using podcast networks that will take a cut of your ad revenue.
If you choose this tactic, it’s important to properly research companies that you might like to work with. Consider brands that clearly suit your niche and find out which other creators they collaborate with. It can also be helpful to target smaller businesses as it may be less competitive to partner with them.
You can also gain sponsors through networking and attending industry events like trade shows or conferences. Additionally, you can take advantage of social platforms like Facebook and LinkedIn to connect with the right people.
Reaching out to sponsors directly can give you more control over the companies you partner with. Plus, you’ll get to keep all the revenue you gain from selling ad space. On the other hand, it can be a time-consuming process that involves lots of rejection.
2. Join a Podcast Network
Podcast networks offer services to help you market and monetize your podcast. Popular networks include Midroll and Wondery:
One of the main advantages of using podcast networks is that they get the job done for you. That way, you can focus on creating content, which is ultimately what’s most important. Plus, it’s easy, convenient, and you can get sponsors that you might not be able to access on your own.
However, in return for their services, networks receive a generous slice of the profits. What’s more, you have less control over the brands you promote, and you might need to fulfill specific requirements to be eligible. Therefore, if your show is relatively new, you might need a bit more experience and/or downloads before you’re able to apply to join.
3. Use a Podcast Advertising Marketplace
Podcast advertising marketplaces connect brands with podcasters. As with any directory, you’ll be competing against many other podcasts. Therefore, it’s crucial to make your show stand out with a clear pitch and unique value proposition.
Companies tend to feel more comfortable using marketplaces as opposed to working with creators directly. You can make your listing and sift through thousands of brands to find one that fits your show’s theme and values.
Top advertising marketplaces include Gumball, AdvertiseCast, and podcorn.
Again, you will have to share any revenue you earn with the marketplace. For example, if you use AdvertiseCast, you’ll lose 30 percent of your commission. Meaning, if you sell $200 worth of ad space, $60 immediately goes to the platform.
4. Try Affiliate Marketing
With typical advertising, you get paid when your episodes are downloaded or listened to. However, affiliate marketing can be less demanding. While some brands require sales, others will pay you for simply generating leads (when a visitor clicks on a unique link on your website).
Some excellent affiliate programs for podcasters include Amazon Associates, Audible, and Skillshare.
Affiliate marketing is an attractive sponsorship option for shows with a small audience since it doesn’t require visitors listening and downloading your episodes. Better yet, advertisements tend to be less disruptive since they don’t have to interfere with your audio content.
Best Placements for Podcast Sponsors
There are many different kinds of podcast advertisements. It’s important to choose one that suits your goals. Let’s go over three of the most common types.
1. Pre-Roll and Post-Roll Advertisements
Pre-roll and post-roll advertisements will either run before or after your episode. They tend to be shorter and less disruptive. However, post-roll and pre-roll ads can also be easier to skip since the audience aren’t yet engaged with your content (or they’ve already finished listening). As a result, they’re often a cheaper option for companies.
2. Mid-Roll Advertisements
Mid-roll advertisements can be up to a minute long and they often include a more in-depth promotion. As such, they tend to be more valuable to sponsors, which means you can get paid a lot more. Unlike with pre and post-roll ads, a mid-roll advertisement appears in the middle of your content. Meaning, your listeners are already engaged.
Visitors may be more receptive to mid-roll ads, as you can provide value first, instead of introducing a sponsor immediately. Plus, if you make sure your podcast content is interesting or useful in some way, listeners are less likely to skip or exit your episode.
With this type of ad, your sponsor may supply you with a script to read out, or you might be given some key points to highlight. With a host-read ad, you can ensure that your episode transitions seamlessly without disrupting your show.
3. Website Banner Advertisements
If you have your own website or want to create a podcast website, you can use banners to promote your sponsors. The easiest way to design a podcast website is using a website builder like Podcastpage:
Our tool is specifically designed for podcast websites. Therefore, it comes with lots of handy podcasting features including automated episode imports, a customizable audio player, and dedicated subscribe buttons. Plus, building pages is easy with our intuitive drag-and-drop editor.
With Podcastpage, you can utilize simple text links or display your advertisements in banners. This way, you’re able to create a more engaging experience. Generally, it’s best to feature your promotions in high-traffic areas such as headers, footers, and sidebars. This makes your ads visible and accessible from any page.
Additionally, you can sign up with a service like Google Display Network to connect with advertisers or apply to join a brand’s affiliate program. Running banner ads is an effective promotional strategy since it doesn’t interfere with your podcast content.
What’s more, once implemented, you can start generating revenue immediately. Furthermore, it involves very little time and effort once you’re all set-up.
Still, keep in mind that you’ll want to carefully consider how you display your ads. They may appear spammy if they take up lots of room and distract visitors.
Although it’s an excellent idea to monetize your podcast, securing sponsorships can be challenging. Not only is it difficult to find the right sponsors for your audience, but it’s also hard to stand out among more established shows. Fortunately, this is easier when you know where to look.
To recap, here are four ways to get podcast sponsors:
- Reach out to sponsors directly.
- Join a podcast network.
- Use a podcast advertising marketplace.
- Try affiliate marketing.