#KEEP IT PODCAST ADVERTISERS CODE#

A bigger audience equals higher rates (in most cases). The most significant variable factor for your rates is your audience size. Your podcast sponsorship pricing should be based on several factors unique to your show, which will give you some wiggle room on the average podcast advertising costs above. You can also try something like affiliate marketing and give a CPA (cost per acquisition) rate or even a fixed rate per episode. While CPMs are one of the most common ways to monetize a podcast, there are other approaches. Individual experience varies: some Redditors reported getting CPMs of up to $29 (with a 50/50 split toward their advertising network fees for choosing dynamically inserted ads). These figures are a suggestion based on the average CPM rates for 30- and 60-second ads and the desirability of ad placements. (Remember, CPM stands for “cost per mille,” or cost per 1,000 listens). Given mid-roll ads are generally considered the most premium spot, we can use them to calculate the rates for other types of ads.

So let’s look at average rates specific to the type of ad. That means you can be comfortable charging a fair rate for access to your podcast audience - brands are willing to pay for it. The Interactive Advertising Bureau (IAB) reported that despite a struggling economy and pullbacks on ad spend, podcast ad revenues grew 26% year over year to $1.8 billion in 2022 and are expected to double by 2025. The market for podcast advertising is growing. Whatever ad style and placement you use, you’re bound to make some sort of advertising revenue - but how much? Check out the average rates below.

#KEEP IT PODCAST ADVERTISERS CODE#

Host-read ads are read by the podcast host, and are generally seen by listeners as more believable and authentic than announcer-read ads, which are read by a voice actor hired by the brand or marketing agency.Īny of these ads may also use a direct-response approach, where the ad includes a promo code listeners can use when they buy - and that advertisers can track to determine the effectiveness of their podcast ad. On top of the length, type, and location of a podcast ad, there’s the element of who reads the ad. But sponsored content means a brand has paid the podcast creators to talk about a topic related to them (but doesn’t mean the host have to promote the brand), and that the hosts will need to mention that the brand sponsors the content.

Podcast sponsorship differs slightly from sponsored content (confusing, I know). Naturally, this is a better option for brands, and they’ll pay more for this option. That usually means that they’ll remain there as long as the episode is available for download, which could be years. These ads are the opposite of dynamic ads because they’re recorded or “baked in” to the original episode. The advantage of these ads for creators is that you can put them anywhere in any episode and replace them with new sponsorships later. Dynamically inserted adsĭynamic ads are recorded separately from the episode and put in later via the podcast hosting platform. You can charge to either have a brand’s product in the shot or briefly mention them during the episode. Product placementsĪ simple type of ad, particularly if your podcast is also visual (if you’re optimizing your podcast for YouTube, for example). It’s an excellent option for both brands and creators since brands get more opportunities to build awareness and trust, while the creator doesn’t need to source a guest or come up with an episode topic - just craft unique interview questions. Brands pay podcast hosts to interview someone related to (or working for) the brand. Paid interviewīrands will pay a hefty premium for this content since it can take up a whole episode. Still, those who do listen to the end are usually the most engaged audiences, which are usually more likely to buy from that sponsor. As you might guess, these ads aren’t always the most desirable, because listeners often drop out before the end of an episode. Post-roll adsĪds at the end of an episode are called post-roll ads and are usually around 30 seconds long. Depending on episode length, some podcasts have multiple mid-roll ad spots. These ads play in the middle of a podcast episode and are typically about 60 seconds long - prime time. They’re usually about 30 seconds but can be shorter or longer. These ads play within the first 10% of the podcast episode’s runtime.

Here’s a rundown of the various ad opportunities you can offer on your podcast: Pre-roll ads

Keep it podcast advertisers