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  • Bryan Fittin

The Do's & Don'ts of Podcast Advertising

Updated: Mar 17






Summary

On this episode of Rogue Creators, Bryan Fittin and Loren Lewis chat about podcast advertising and why it should be important to you. Selling ad space isn’t just for the world’s most popular podcasts. Listen as Bryan and Loren talk about how you can get advertisements on your podcast and what they should look like. Check out this episode and start monetizing your podcast today!


Shownotes

(1:30) What are you obsessed with?

(4:56) The growth of podcast advertising

(8:13) When should I get advertisements?

(10:49) What should an advertisement look like?

(15:32) What does success look like?

(19:49) Rapid fire


Links

Bryan Fittin

Loren Lewis


Quotes

“Another great way [to start getting advertisements] is to also allow some businesses, maybe some local favorites that you have and maybe gift them [a free advertisement space]...so that you actually also have a little bit of traction of how well your advertising spot would work. That way, when you’re actually looking for actual paying advertisers, you actually have some data to back it up.” (9:45)


“A lot of your dedicated, hardcore fans, if they listened to the very end of your episode and you do an ad spot at the end, those are the higher converting ad spots because those are the people who have listened to the entire episode. They’re the ones that are more likely to take action because now the episode’s over.” (12:42)


“A media kit just has information about your show, how it would be beneficial to any sponsor, and a little bit of the stats about what they can expect from your audience. And so, you can put that together, and it might have your prices as well, or contact information on how to do that...It gives you credibility, it makes you look professional, and it’s just a fantastic resource for you as a podcaster to also think about who really is your audience, and who would be a really good match.” (17:27)


The Do's & Don'ts of Podcast Advertising


Are you ready to make money from your podcast? As we frequently outline, podcasting does have a fantastic ROI, but selling advertisement space on your podcast is a useful way to make money directly from your show.


As podcasts have become a staple in many people’s routines over the last decade, advertisers see it as a lucrative space to reach new audiences. If you’ve tuned into any number of popular podcasts in the last few years, you are sure to be familiar with brands like Squarespace, HelloFresh, ZipRecruiter, and Stitch Fix. These brands leaned heavily into advertising on podcasts, and copious amounts of brands, large and small, are following in their wake.


So, what do you need to know about selling ad space on your podcast?


How many downloads does my show need to sell ad space?

Selling ad space can be intimidating, and it often feels like a long-shot for shows with smaller audiences. Popular brands like Squarespace and Stitch Fix typically stick with shows that have large followings, but podcasts that are not getting tens of thousands of downloads on each episode can sell advertising spots as well!


If your show has a relatively small but dedicated audience, you can still sell valuable ad space on your show. Likely, your target brands will be local businesses or companies that are in the industry of your podcast’s topic.


Are you looking to sell ad space for the first time? Try advertising products that your business offers. If you don’t produce a show for your company, you can reach out to a local business you like and offer a free advertisement for a month. This allows you to work out the kinks as you learn to advertise through your podcast.


Another great way [to start getting advertisements] is to also allow some businesses, maybe some local favorites that you have and maybe gift them [a free advertisement space]...so that you actually also have a little bit of traction of how well your advertising spot would work. That way, when you’re actually looking for actual paying advertisers, you actually have some data to back it up.” (9:45)


What should my ads be like?

To keep your audience engaged, keep your ad reads short. Likely, you will be selling 15 and 30 second time slots at the beginning, middle, and end of your show. Typically, listeners prefer a personal endorsement from the host rather than an ad read from the advertising brand. This can also allow you to be fun and creative with your ad reads, which listeners love.


The ad reads at the end of your episodes are often the most effective timeslots, as the people that listen to your whole show are more likely to support your endorsements than less dedicated listeners.


A lot of your dedicated, hardcore fans, if they listened to the very end of your episode and you do an ad spot at the end, those are the higher converting ad spots because those are the people who have listened to the entire episode. They’re the ones that are more likely to take action because now the episode’s over.” (12:42)


What is a media kit, and should my podcast have one?

Yes, your podcast should definitely have a media kit! Simply put, a media kit is a one-stop-shop for all the information potential advertisers will need. When creating a media kit, you’ll want to include listener statistics such as how many downloads your podcast gets, where most listeners live, and age demographics. You will also want to have pricing and contact information, as well as how brands will benefit from advertising through your podcast.


A media kit just has information about your show, how it would be beneficial to any sponsor, and a little bit of the stats about what they can expect from your audience. And so, you can put that together, and it might have your prices as well, or contact information on how to do that...It gives you credibility, it makes you look professional, and it’s just a fantastic resource for you as a podcaster to also think about who really is your audience, and who would be a really good match.” (17:27)


Are you interested in starting a podcast or getting advertisers for your show? Contact us today!