Are you one of the crucial 7.8 million Americans who trip to paintings on a daily basis? If this is the case, I am guessing you’ve gotten listened to a podcast or two. You are no longer on my own. In step with Infinite Dial, U.S. podcast audiences pay attention to a median of 4 to 5 podcasts every week.

The podcasting business continues to develop YoY. If truth be told, Countless Dial studies that, in 2021, 7 million more people have been taking note of podcasts than in 2020 on my own.

That is why you need to believe podcast promoting in your emblem. Right here, you’ll be able to be informed the entirety you wish to have to learn about podcast promoting — from best podcast promoting methods to promoting charges and networks.

➝ Free Guide: How to Start a Podcast

Podcast Skilled Promoting Methods

Prior to you get began with podcast promoting, believe this recommendation from the professionals.

Use podcasting for emblem consciousness, no longer lead technology.

Rebekah Bek: As a UX creator for Ahrefs, Bek used to be put in control of podcast sponsorships. She writes her recommendation for podcast promoting methods on this Medium post. Listed below are the important thing takeaways:

  • Slightly than being a device for lead technology, podcast promoting is a device for gaining publicity and emblem consciousness.
  • It is not at all times about measurable ROI.
  • Natural, no longer scripted, mentions carry out very best.

Perceive your viewers could have eclectic tastes.

Midroll: Midroll, an organization that fits advertisers with presentations , provides their recommendation to advertisers. This is the important thing takeaway:

  • It is sensible to not adhere too strictly to a class. Do not think that comedy audiences don’t seem to be additionally marketers or that listeners to a sports activities podcast don’t seem to be all for a comedy particular. You can be shocked at how wide and eclectic your viewers tastes and wishes are.

Advertisements learn by way of the host carry out higher than third-party advertisements.

Jason Hoch: Former Leader Content material Officer at HowStuffWorks, Hoch printed what form of advertisements paintings very best for his or her emblem in an interview with DigiDay. Listed below are the important thing takeaways:

  • Advertisements learn by way of the host carry out higher than scripted, third-party advertisements positioned within the podcast.
  • Listeners really feel like they’re being shouted at with third-party advertisements.
  • Believe generating natural mentions for higher effects.

Take a look at and measure the luck of your campaigns.

Kurt Kaufer: Spouse and CMO at Ad Results Media, a podcast promoting company, Kaufer wrote a survival information for podcast promoting on this Forbes post. Listed below are the important thing takeaways:

  • Size is the important thing to figuring out luck in a podcast promoting marketing campaign. Use promo codes, customized hyperlinks, and post-checkout surveys to trace luck.
  • Be comfy realizing no longer each and every advert will paintings in the beginning and {that a} breadth of presentations will wish to be examined to determine what works and what does not.

Measuring the luck of your podcast campaigns is very best carried out with a device, like Casted, that provides you with an overarching view of crucial metrics. With the device, you’ll be able to get right of entry to conduct metrics, demographic information, and site visitors data that is helping you recognize your content material’s true price. 

You do not wish to sponsor the largest podcasts, you’ll be able to succeed in the similar folks on smaller presentations.

Sam Balter: Former podcast marketer at HubSpot, Balter wrote about his podcast promoting learnings on this post. Plus, I spoke with him about his best podcast promoting methods. Listed below are the important thing takeaways:

  • Pre- and post-roll advert spots are typically less expensive than mid-roll and take much less time. As well as, maximum advertisements have some form of call-to-action that activates listeners to visit a selected URL or use a cut price code to get a cut price.
  • Podcast recognition and listenership will simplest proceed to upward push and so will the chance to connect to folks in a brand new and novel method.
  • When sponsoring podcasts, consider the host to ship a message in their very own voice.
  • It is higher to move for frequency than succeed in. Select a podcasts the place you’ll be able to acquire 3 to 5 advertisements as opposed to one on a big podcast.

Podcast Promoting Charges 2022

The quantity you pay for podcast promoting will range relying at the duration and form of the advert.

It’s worthwhile to know that podcasts be offering other pricing constructions. Advertisements are offered on a price in keeping with mille (CPM) or price in keeping with acquisition (CPA) price. CPM is the fee you’ll be able to pay in keeping with 1,000 impressions or downloads. CPA is the fee you’ll be able to pay to obtain a buyer. Maximum advertisements are priced on a CPM fashion.

The present reasonable price of podcast promoting is a CPM of about $25.

AdvertiseCast notes that the common CPM for 30-second advertisements is $18, and the common CPM for 60-second advertisements is $25.

podcast advertising cost 2022

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Podcast Promoting Networks

A podcast promoting community is an company that connects firms or manufacturers with revered podcasts on which to promote it. The objective is to remove the friction in podcast promoting by way of serving to manufacturers advertise their merchandise on podcasts and serving to podcasters monetize their tasks. A couple of examples come with:

1. Midroll

Midroll, now a part of SXM Media, is utilized by over 800 manufacturers to shop for advert spots on 300+ podcasts. With such all kinds of presentations, advertisers give you the option to make use of audience-based purchasing to verify advertisements align with podcast subjects maximum related in your emblem, serving to you as it should be goal related customers and maximize succeed in.

Your advertisements may also be pre-recorded or host learn, the ladder being a precious device for producing emblem consider as audiences consider hosts and notice them as a precious supply of social evidence. 

Midroll costs advertisements on a CPM fashion, so that you pay according to the selection of qualified downloads each and every episode receives. Its site notes that costs can vary from $18 to $50 CPM, with upper acting presentations being dearer. 

The advertiser portal additionally provides you with an outline of marketing campaign metrics, serving to you spot necessary information like forecasted downloads and advert placement price in keeping with display. 

podcast advertising network: midroll

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2. Podcast One

Podcast One sees greater than 2.1 billion annual downloads and 350 other episodes produced weekly, making it a high-impact platform for podcast advertisers. 

It provides pre-recorded and are living host endorsements, and you’ll be able to use its geo-targeting and copy-split functions to be sure to goal the suitable audiences and select placements in your advertisements which can be maximum related to your online business. 

With PodcastOne, you even have the original skill to make use of visible integrations in your advertisements within the type of a sponsorship splash, an advert banner, or a pressured video advert.

3. Megaphone

Megaphone provides robust podcast promoting equipment with the Spotify Target audience Community, serving to you goal essentially the most related listeners which can be more likely to pressure essentially the most impression throughout all kinds of podcasts. 

With the carrier, you’ll be able to:

  • Achieve listeners in line with their pursuits, acquire conduct, and such things as apps, units, and platforms that they use.
  • Get actionable marketing campaign insights that mean you can perceive efficiency to be sure to have the suitable technique.
  • Use dynamic advert insertion to populate advertisements when downloaded so messaging is recent and related.

Contact Megaphone to acquire pricing data.

4. AdvertiseCast

AdvertiseCast boasts 2,300+ podcasts, a 150,000,000+ per thirty days listener succeed in, and four,200+ to be had advert spots to choose between, making it a precious device for podcast advertisers as you’ll be able to make a choice goal audiences which can be the most efficient have compatibility for your online business. 

You even have 3 other podcast advert alternatives to choose between: 

  • Baked-in host-read advertisements (its most well liked possibility), the place podcast hosts learn your advertisements throughout the episode. Pricing is according to duration (60 seconds or 30 seconds) and whether or not you choose mid-roll or pre-roll placement. 
  • Dynamically inserted advertisements, which can be pre-produced, pre-recorded and scheduled to be inserted into podcast content material. Pricing is according to the common selection of downloads within the first 30 days. 
  • Customized podcast advert gadgets the place you’ll be able to be as ingenious as you’d like, like a social media plug in your profiles, a 10-second shout out, or a 90-second baked-in mid-roll advert. 

AdvertiseCast additionally provides an end-to-end advert marketing campaign platform that you’ll be able to use to regulate your advertisements and think about detailed metrics that mean you can perceive marketing campaign efficiency. You’ll additionally employ the total carrier resolution, the place AdvertiseCast manages the method for you.

Podcast Promoting Statistics 2022

1. There are round 2,000,000 podcast presentations and over 48 million podcast episodes as of April 2021. (PodcastInsights, 2021)

2. 75% of the United States inhabitants is accustomed to the time period “podcasting,” which is up 5% since 2019. (Infinite Dial, 2020)

3. Part of Podcast advertisements lasted longer in 30 seconds in duration. (Interactive Advertising Bureau, 2021)

4. A survey of 300,000 listeners discovered that 63% of folks purchased one thing a bunch had brought about on their display. (AdvertiseCast)

5. Value in keeping with mille (CPM) or price in keeping with 1,000 listeners is the most typical pricing way for podcasts. (AdvertiseCast, 2021)

6. Dynamically-inserted advertisements higher the percentage of revenues from 48% to 67%. (Interactive Advertising Bureau, 2021)

7. Streaming audio and podcasting is projected to be one of the crucial channels with the most important expansion in 2022, with a 17.8% build up. (Inside Radio, 2021)

8. Host-read and pre-product advertisements higher percentage of revenues from 27% to 35%. (Interactive Advertising Bureau, 2021)

9. Native promoting for streaming audio and podcasting will outperform centered banner promoting and broadcast TV. (Inside Radio, 2021)

10. U.S. Podcast Advert Earnings is about to exceed 2 Billion by way of 2023. (Interactive Advertising Bureau, 2021)

Podcast promoting is a advertising tactic this is proceeding to develop. As a majority of folks have listened to a podcast, and engagement charges are expanding, manufacturers can now not forget about podcast promoting.

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