Podcaster’s Guide to Advertising

Want to learn about podcast advertising? You have come to the right place.

Podcasting is a labor of love. You put a lot of work into creating content you are passionate about and great sounding audio.

But that labor isn’t free. 😩

Sometimes it’s nice to recoup some of the money you have spent on the cost of podcasting. Sometimes it’s nice to have your podcast also act as a revenue stream for you.

That’s why we’ve put together this guide. We’re going to cover everything podcasters need to know about podcast advertising. 💪

Here’s the outline:

The Fundamental Concept: It is all about your audience!
Key Terms: CPM, Pre-Roll/Midroll/Post-Roll, Campaign
Types of Ads with Examples: Host Read Ad, Sponsored Segment, Radio Ad
Critical Tools: Dynamic Ad Insertion, Audio to Video Transformation, Data Analysis, Promotion
Joining Podcast Networks for Advertising
How to Get an Advertising Deal: Research, Pitch, Contract
Keep Promoting You Podcast
Final Thoughts: Learn from others, have confidence, consider a special deal for first advertiser.

Keep in mind we are only going to highlight the basics, but you can find in-depth info about everything we talk about in our other deep-dive blog posts.

Ready? Let’s begin.

The Fundamental Concept

The foundation of podcast advertising is simple. Businesses want to reach potential customers and convince them to buy their product or trust their brand. As a podcaster, you provide access to those potential customers, your loyal listeners.

Advertising is all about the audience. Never lose sight of that. 👀

Growing your audience is not separate from selling ads. Creating loyal listeners is not separate from cultivating target demographics for advertisers. People are the heart of the podcast advertising. 💜

Key Terms

Sometimes the best way to start learning about something new is to read through key terms. So, without further ado, here are some terms that will help you understand the podcast ad industry world.

CPM

CPM stands for Cost Per Mille. As you Latin scholars out there may know, ‘mille’ means one thousand. So CPM means cost per thousand.

CPM is a common term across different kinds of media marketing– sometimes it refers to post views, sometimes it refers to link clicks, etc. But in the podcast advertising industry, it stands for downloads.

CPM means cost per thousand downloads.

The general rule of thumb is that the average podcast CPM is somewhere around $15 – $30. That means for every 1,000 downloads, the advertiser will pay you $15-$30. However, the CPM rate usually differs based on where the ad is placed in the episode. Some ad spaces are higher than others.

This leads us to the next key term(s)…

Pre-Roll, Mid-Roll, Post-Roll

There are different slots in which to advertise in an episode.

There is space before the episode kicks off, a break in the middle of the episode, and space at the end of an episode. Hence: Pre-roll, mid-roll, and post-roll. Usually mid-roll ads are the most expensive, then pre-roll ads, then post-roll.

Mid-rolls spots are considered to be best because advertisers find that listeners to podcasts pay more attention to podcast paid ads in the middle of an episode. Brands are more confident that their promotion in this slot will actually reach the target audience. 🎯 Listeners often have their hands full doing something while they listen to the podcast so they aren’t likely to skip ahead.

Pre-roll space is of medium value because even though audio listeners are more likely to click ‘skip ahead’ when they have just clicked ‘play,’ more people do listen to the beginning of a downloaded podcast episode than the end of one.

That is also why post-roll ads are considered the least valuable– there is natural audio listener loss over the span of a downloaded episode.

Campaign

An ad campaign is time-limited ad effort with specific branding and goals.

For example, an aquarium may have an ad campaign featuring their sharks for a month, focused on getting little kids excited to come in and see them. Then, for another month, it may have an ad campaign featuring their work on rehabilitating injured animals, convincing a young adult demographic to visit the aquarium as well as to donate to the program.

Maybe your podcast wouldn’t be a good fit for the aquarium’s campaign that targets shark-loving kids, but it would be a good fit for the campaign that targets young adults. That’s why it is important to break down advertising by campaigns– your podcast might not be the best fit for all of a business’s advertising, but it might be an excellent fit for a few of the campaigns! 💪

Types of Ads

There are three main types of podcast ads.

Host-Read Ad

As a podcast host, you’re a big deal! Your listeners love and trust you. 🥰

That’s why brands want you to read their ads to your audience. You may read them as part of recording your episode or separately, depending on what the agreement is. Typically the promotion is more effective if you, the host, has tried the product or brand and can vouch for it.

Example

Here’s an example of a host read ad from Joe Rogan on his Spotify show:

“Hello, friends. Welcome to the show. This episode of the podcast is brought to you by Express VPN. If you’re one of those people like to travel abroad, there’s a lot of things on your checklist pack, but, what’s probably missing, is one app that’s going to keep you safe and secure when you’re online, if you’re away and that’s Express VPN.

Express VPN doesn’t just encrypt your data while you surf the internet on public airport or hotel, Wi Fi, but it lets you stream and access content that normally would have been blocked in that country with Express VPN. You can unblock all your favorite websites and have access to the internet just like you would it at home.

Express VPN, runs in the background of your computer or phone and then, when you use the internet just do you normally would you you can get away with a lot more. You could download the app click to connect and voila your are connected.

I don’t go online when I’m traveling without Express VPN and you shouldn’t either. It protects your data, your passwords and it is the fastest VPN I’ve tried. It cost less than seven dollars a month and it comes with a thirty day money back guarantee.

ExpressVPN then uses new cutting edge technology called trusted server to make there’s no logs of what you do online, no matter what. Trying to browse online? Express VPN gives you instant access all over the world. Don’t travel anywhere this summer without downloading Express VPN, protect your online activity today.

Find out how you can get three months for free at Express vpn dot com, Slash Rogan, that’s e, x, p, r e s, s v, p, n dot com, Slash Rogan for three months free with a one year package visit, Express VPN, dot com, Slash Rogan, to learn more.”

Radio Ad

A radio ad is an ad that can be plugged in just about anywhere. It isn’t read by a host. It isn’t related to the content of the show in any direct way. It is probably what you think of as a typical ad– like a TV commercial that plays during different shows. 🎙️

Example

Here’s an example from Ad Results Media for AllTrails:

“A nature trail is more than a path. It’s a place for weekend laughter, moments of quiet self-reflection, or a much-needed breath of fresh air. With AllTrails+, you can plan your next hike, ride, or run with confidence, so you can relax and enjoy the journey.

Whether you’re looking for a laid-back walk with family or something more adventurous to get your heartpumping, AllTrails+ gives you all the info you need in one place, so you can make the most of your time outdoors.

Quickly discover new trails near you to spend less time driving and more time on the trail with the Distance Away feature. And get immersive trail previews and 3D views so you know what to expect before your first step.

Want to go where cell service can’t? Download the map to keep your route on hand and never get lost, even offline. You can even get alerts if you take an unexpected turn.

There’s a trail out there for everyone. Get outside today with three free months of AllTrails+. Just use code PODCAST23 at all trails dot com slash podcast. That’s three months free at all trails dot com slash podcast with code PODCAST23.“

Critical Tools

Ok, now that we’ve got a good start on some of the basic terms, let’s look at the critical tools in podcast advertising. 💰

Dynamic Ad Insertion

This is probably the most important podcast advertising tool created to date. In the old days of podcasts (like a few years ago), ads had to be in the same media file of the podcast. They were baked-in. There was no way to go back and insert ads in an old episode. This wasn’t great because as podcasts gained new fans and those fans downloaded old episodes, there was no way to advertise to them in the old episodes.

Now with dynamic ad insertion tools, ads can be inserted into old episodes. Ad campaigns could also be set to run for a set amount of time, and then be automatically replaced by different ads. The dynamic insertion tool has given podcasters the ability to leverage their old episodes and maximize future ones.

With Ausha, you can set Dynamic Ad from your Ausha Manager. Create and manage your own advertising campaigns in our tool and easily analyze your results. Collect 100% of the revenue you generate. 🚀

Audio to Video Transformation

Countless internet platforms rank video content over text-only or audio-only content. If you want people to find your podcast, if you really want any reach at all, you MUST have video content. This is especially true as YouTube (part of Google) plans to become a top site for podcasts.

But what if you don’t have the resources to produce video for each show? And what about all those great past audio episodes? Never fear, audio to video tools are here! 🎬

These tools will transform your audio episode into a video episode, often by using waveform visuals along with the show’s cover art. That means no extra time or work on your part!

With Ausha, you can automatically transform your audio to video and get your podcast discovered on the 2nd biggest world search engine. 🔥

Data Analysis

Advertisers want to ensure that your show has the target audience they are looking for, and they want to ensure that those people actually heard the ad. The most effective way, perhaps the ONLY effective way, to provide this assurance to advertisers is through data analysis. 📈

You need to make sure your podcast hosting platform gathers good data about the people who listen to your podcast. 🎧 The best hosting platforms will integrate data from all kinds of distribution sites, social media, and YouTube. Ideally your tool will be able display that information in a logical, attractive format that you can show advertisers.

👉 It is critical that your hosting platform is IAB-certified. IAB stands for the Interactive Advertising Bureau. It is the organization that creates standards for digital advertising, like what counts as a download, what counts as an ad view, etc. Your hosting platform being IAB-certified means that the data you give to advertisers is accurate and they can trust them.

Promotion

Since your audience is your advertising value, it is important to never stop growing your own audience. That means you should never stop promoting your own podcast. 📣

There are a lot of helpful promotion tools out there today that past podcasters could only dream of: Integrated social media, email, website tools that build on each other to help people find and then fall in love with your show.

The costs of promoting your show are simply investments in your advertising revenue stream! Promote, promote, promote! 💪

Joining Podcast Networks for Advertising

“Mmm it’s always better when we’re together…” is that a Jack Johnson lyric or the underlying concept of podcast networks? It’s both! 🎵

Podcast networks are groups of podcasts that come together to do more than what they could do as individual podcasts.

Some podcast networks are pretty lowkey and simple. They focus on mutual promotion, learning from each other, and low level cost-sharing.

Some are more intense. These networks tend to be where the big ad-buying business deals get done. Think: SXM Media, Audacity, Spotify, Wondery, Podcast One, iHeart Radio, etc.

Large brands want to be able to go to one spot and buy marketing space over different shows, ensuring they reach as many people in their target demographic as possible. This is the key service that a modern podcast network provides. 😁

Remember the Dynamic Ad Insertion tool? A podcast network can use that tool to place ads in different podcasts.

These groups tend to have requirements like a certain number of downloads per month, cover a certain type of content, etc. In return, the podcaster gets a piece of the large revenue pie.

Of course, networks also get paid a percentage of the advertising money. So that is a potential drawback to joining one.

How to Get an Advertising Deal for Your Podcast

We can hear you now: “Ok, all of this is nice information, but how do I actually get money in my pocket.” You are 100% right. Advertisers aren’t going to magically show up to your doorstep. You have to go out and make the marketing deal happen.

Here’s how to do it:

Step 1: Research

This is the most important step. What is a better overall fit for your podcast right now: Joining a podcast network or going solo? 🤔

If it is joining a network, which network? Find out: What are their requirements? What are their benefits? What kind of other shows are already in the group?

If you think that it is better for you not to join a network, what businesses’ have a target demographic that matches your listening audience? Who at the company should you contact? Where are they currently advertising their brand and how does your podcast stack up to those spots?

Step 2: Make Your Case

You’ve done your research. You’ve made a list of the top businesses you want to contact. Or, if you have decided to go the network route, you’ve made a list of the top networks you want to contact. Now you just have to do it. But how?

Email is probably your best bet. 💌 Keep it short, but thorough. Show the numbers about your audience and how it overlaps perfectly with who they are probably targeting for ads. Be sure to mention that your data is IAB-certified (assuming you are using an IAB certified hosting platform like Ausha). Show them that you know your stuff, but don’t throw around too much jargon.

Close the email with an offer to speak over the phone in order to get to know each other better and discuss how your podcast ad space can help them achieve their goals.

Step 3: Contract

Let’s say that after some back and forth, the network or the business say yes. Yayyyy! 🥳 Definitely time to do a happy dance. But don’t celebrate too much, too soon. Now it is time to put together the contract details.

Most networks and businesses have their own template contracts that they want to use. That’s perfectly fine. Just make sure you read any contract thoroughly. Don’t be embarrassed to ask questions. Check out all the details: What is expected of you? When? How?

Once both sides feel good about the contract, it is time to sign and celebrate! 👏👏👏

Keep Promoting Your Own Podcast

Sometimes when podcasters start to sell advertising, they get so wrapped up in it that they forget to promote their own show. Remember, the service you provide to brands is access to your audience– you always want to be taking action to attract and retain your audience!

Don’t forget your own brand! Don’t forget to advertise your own show! Keep sharing your work far and wide! 🌎

If you can keep growing your own show while also securing advertising dollars, your podcasting future will be very bright.

Final Thoughts on Podcast Advertising

Getting paid for your podcasting is awesome, no doubt. Just keep in mind that it can take time.

Anyone who does any kind of sales will tell you: You will get told no a lot. A LOT. So be prepare to brush it off and keep going. Be confident in your product. You are providing an excellent service for businesses looking to connect with listeners. Don’t forget that. 😎

Be sure to ask fellow podcasters what has worked well for them and learn from their experiences. The types of people who born naturals for making podcasts are usually not the born natural types for being sales people– you are not alone, there are others facing the same struggle as you!

Also, keep in mind that once you get one company to buy advertising, others will be more likely to follow their example. That is why you may want to offer special deals for the first company to advertise their brand on your show. For example: Buy one ad spot, get one free. Or offer that if they buy the marketing space, you will create the host read ad for free. 🎙️

We hope this guide is helpful for you on your podcast advertising journey! For more tips follow us on social media: Facebook, Twitter, Instagram, and Facebook. 🚀

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Podcast Advertising: The Complete Guide

The Fundamental Concept

Key Terms