What you need to know!
Reach Out To The Right Brand
The key to monetizing and reaching out to brands directly is choosing the RIGHT brand. Whoever you reach out to needs to share your ideal audience. Meaning your ideal listener is their ideal buyer or donor. No matter how many downloads you have or don’t have, matching your listeners to a brand’s audience is critical.
If you do not have big numbers, another way you can demonstrate value is to talk about your engagement rate. You can test your audience’s engagement by offering them a free download. The free download would be in exchange for an email address that aligns with their needs. For example, if you have a show about trauma, your free download might help a person who is triggered.
Ad Packages
The media kit has three suggested ad packages, a pre-roll ad, a mid-roll ad, and a season package. No matter what, I’d always encourage you to sell more than one ad! This is just a place to start.
A pre-roll ad appears at the beginning of your episode and is under 30 seconds long.
A mid-roll ad is roughly in the middle of your episode and is about one minute long.
How to Price Ads
Podcasts, podcast networks, and podcast ad services use the same method to determine ad price.
Cost of Ad Per Episode = (# of Downloads per Episode/1000) X CPM.
“CPM” is cost per one thousand downloads. The average CPM for an episode in the podcast industry is:
- 30 Second Ad: $18 – $25
- 60 Second Ad: $25 – $50
- Pre-Roll: $25 (higher end for a 30-second ad)
- Mid-Roll: $25 – $50
- The greater number of downloads you generate per episode, the higher CPM you can charge.
Email Templates
Use this in conjunction with your media kit! Personalize as you see fit. Remember the INCENTIVE for a brand to partner with you is to reach your audience because they are their potential customers/donors/buyers/etc. They want to see a return which could be: sales, engagement, website traffic, brand awareness, or brand reach. To make this enticing, you need to know your audience.
Email Template | General
Subject: Collaboration Opportunity for Advertising on [Podcast Name]
Dear [Brand Name] Team,
I hope this email finds you well. My name is [Your Name], and I am the host of [Podcast Name], a [Podcast Category] podcast that has been gaining popularity among [Target Audience]. I am reaching out to you because I believe our brands share a similar target audience, and I see an opportunity for us to collaborate.
As a podcaster, I understand the importance of creating meaningful partnerships that benefit both parties. I believe that your brand and [Podcast Name] could create a successful advertising partnership that will resonate with our listeners. Our podcast has a loyal following that is interested in [Podcast Topic/Industry], and I believe that your brand would be a great fit for our advertising space.
I am proposing an advertising opportunity on [Podcast Name]. We have a variety of advertising options, including in-episode ads, sponsored segments, and social media promotions. We can also work with you to create custom content that integrates your brand seamlessly into our podcast.
I would love to discuss this opportunity with you further and explore how we can create a successful partnership. Please let me know if you are interested in working together, and we can set up a time to chat further.
Thank you for your time and consideration.
Best regards,
[Your Name]
Email Template | Non-Profit Pod
Subject: Collaboration Opportunity for Advertising on [Podcast Name]
Dear [Brand Name] Team,
I hope this email finds you well. My name is [Your Name] and I am the host of [Podcast Name], a nonprofit [Podcast Category] podcast that has been gaining popularity among [Target Audience]. I am reaching out to you because I believe that our brands share a similar target audience, and I see an opportunity for us to collaborate.
As a nonprofit podcaster, our focus is on creating social impact and raising awareness on important issues that align with our mission. We believe that your brand and [Podcast Name] could create a successful advertising partnership that will resonate with our listeners. Our podcast has a loyal following that is interested in [Podcast Topic/Industry], and I believe that your brand would be a great fit for our advertising space.
I am proposing an advertising opportunity on [Podcast Name]. We have a variety of advertising options, including in-episode ads, sponsored segments, and social media promotions. We can also work with you to create custom content that integrates your brand seamlessly into our podcast, while also aligning with our mission.
By partnering with us, your brand will not only reach a dedicated audience but also support our cause and help us create a positive impact in our community.
I would love to discuss this opportunity with you further and explore how we can create a successful partnership. Please let me know if you are interested in working together, and we can set up a time to chat further.
Thank you for your time and consideration.
Best regards,
[Your Name]
Email Template | Social Good Pod
Subject: Potential Partnership Opportunity – [Your Social-Good Podcast Name]
Dear [Brand Name],
I hope this email finds you well. My name is [Your Name], and I am the host of the [Your Social-Good Podcast Name] podcast. Our show is dedicated to providing insights, inspiration, and actionable steps towards creating positive social impact in the world.
I came across your brand, and I was impressed by your commitment to [shared value or target audience]. I believe that our podcast and your brand share a similar audience, and I think that there may be an opportunity for us to work together to create a mutually beneficial partnership.
Specifically, I would love to discuss the possibility of featuring your brand as a sponsor for our podcast. This could involve a range of opportunities, such as pre-roll or mid-roll ads, branded content, or other forms of integrated sponsorship. Our podcast reaches [number of listeners] listeners each week, and we have a highly engaged audience that is passionate about social good and creating positive change.
I believe that a partnership between [Your Social-Good Podcast Name] and [Brand Name] could be a fantastic way to reach a new audience, increase brand awareness, and support the social good causes we both care about.
If you are interested in exploring this opportunity further, please let me know. I would be happy to set up a call to discuss potential partnership options and answer any questions you may have.
Thank you for considering this opportunity. I look forward to hearing from you soon.
Best regards,
[Your Name] [Your Social-Good Podcast Name]
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