So you’ve launched your podcast, you’re growing a listener base, and you have your next episodes all mapped out – what’s next?
Well, perhaps it’s time for you to consider advertising on your podcast. Read on and discover more about podcast advertising and why you should start integrating ads on your podcast. If you want to start making money through your show, join Podbean Ads Marketplace today.
What does podcast advertising look like?
There are many different kinds of podcast advertising, including:
Host-read ads
These advertisements are exactly how they sound. The podcast host either reads out the text provided by the advertiser – or, more often- uses text from the advertiser as a prompt but improvises with the exact wording.
This is sometimes called a “baked-in” ad because it becomes part of the podcast, and every listener will hear the ad, no matter where or when they listen in.
Dynamically inserted ads
These commercials are pre-produced advertisements that are added via an ad server. Because they are not “baked” into the podcast, different listeners may hear different ads. This allows advertisers to target specific locations or particular demographics.
Dynamically inserted ads may appear at the beginning, middle, or end of an episode. These are referred to as “pre-roll,” “mid-roll,” and “end-roll.”
- “Pre-roll” ads appear before or just after the intro to the podcast and usually last between 15 and 30 seconds.
- “Post-roll” ads typically last between 15 and 30 seconds, but they appear at the end of the podcast immediately before or after the outro.
- “Mid-roll” ads usually garner more revenue. Partly because they tend to run longer – between 30 and 90 seconds – but also because listeners are less likely to miss or skip them.
Depending on the length and popularity of a podcast, they may have one, two, or more dynamically inserted ads.
Sponsorships
Rather than simply adding commercials, some podcasters prefer to build a sponsorship relationship with a business or organization. This can include discussing the product or service during the podcast, using the sponsor’s name and logo in promotional materials, appearing at sponsor events, and more.
Affiliate marketing
Some podcasters develop an affiliate relationship with an advertiser. In this case, the podcaster gets paid each time one of their listeners buys the advertiser’s product or signs up for their service.
Purchases and sign-ups are usually tracked by providing the podcaster with a unique discount code. Every time a listener uses this code to make a purchase, the podcaster receives a payment from the advertiser.
Why should you try incorporating podcast ads?
Podcast advertising is about so much more than making money from running commercials. In fact, choosing to blindly advertise anything during your show could even harm your listener numbers. So what are the benefits?
1. A passive income stream
The most obvious benefit of getting started in podcast advertising is the opportunity to earn money. For example, a podcast with downloads per episode of 5,000 to 10,000 could earn between $1,000 and $5,000 monthly.
This assumes a new episode per week, but the more episodes you release, the more you earn – assuming you maintain the standard of your podcast, of course!
2. Wider audience reach
Some advertisers and sponsors promote the podcasts on which they advertise.
For example, a true crime podcaster advertised a national true crime meet-up event. In turn, the event promoted the podcast, invited them to the event, and allowed them a free stand to sell their podcast merchandise.
As a result, the podcaster received massive exposure to a large niche audience, many of whom became loyal listeners and subscribers. This made it a win-win for both the podcaster and the event promoter.
3. An increase in engagement
Some advertising can help to drive listener engagement. Host-read ads can invite listeners to try a product or service and then come back and share their experiences. This is a great way to build relationships with listeners and drive further exposure for your sponsor or advertiser.
4. Build authenticity and trust
Assuming you are sticking to advertisers who align with your brand or niche, advertising can help build the authenticity of your podcast and develop trust with your listeners. Edison Research says, “49% of listeners believe podcast hosts use the products and services they recommend.”
When listeners know they can rely on you only to promote useful goods and services, they will be more likely to trust you and the authenticity of your podcast.
5. Provides creative opportunities
Having an advertiser on your podcast allows you to experiment with a variety of podcast segments and structures.
Depending on the ad, product, or service, you can also test the introduction of new content or topics. Framing the new ideas as advertising gives you a chance to try new ideas in a “soft” form and make decisions on future content based on the response of your listeners.
In addition, host-read advertisements can allow you to explore your ad-lib skills or other creative skills.
Things to consider when podcast advertising
Although these are all excellent reasons to get started in podcast advertising, we have some words of caution for you.
It’s not a way to get-rich-quick
First, don’t expect podcast advertising to make you rich overnight. You need a reasonable audience size and consistent download or listener numbers before you can begin.
Avoid degrading the listener’s experience
Finding the right balance between giving your audience a positive listener experience and making money with advertising is critical. Too many ads, annoying commercials, or advertisements that do not align with your audience can turn off listeners.
Legal considerations
Depending on your location, your podcast advertising may be subject to local, regional, or national law. For example, the Federal Trade Commission (FTC) has comprehensive guidelines for advertising, sponsorships, and endorsements in the US.
If you are being paid, in any way, to share information about a product or service, you have to declare that fact to your listeners.
If you are unsure about your legal obligations, it’s helpful to use a podcast advertising service, such as Podbean, which will source, produce, and insert the ads for you, ensuring all your legal bases are covered.
Conclusion
When done correctly, podcast advertising is an excellent way to earn income, build an audience, and discover new ways of connecting with your listeners. It may not be a way to get rich quick, but plenty of other non-monetary riches can be had!
Also read: Top Tips for Creating Lucrative TikTok Ad Campaigns
