Podcast advertising is similar to any other advertising on radios or Tv shows. An advertiser scripts an ad for the product that the podcast host will include in the content during the recording. The key here is to work with content that can be easily related to the product. Advertisers should not pick a podcast at random to sponsor and creators should not accept any random advertisements either. The product and the content should make sense when put together and the listeners should relate to it.
Coming to the industry standards, the length of these ads is relatively short. There are generally two types of podcasts pricing models:
Cost Per Mille (CPM) - Here, the pricing is based on per thousand listens. A sponsor pays a fixed amount for every thousand listens on the sponsored episode.
Cost Per Acquisitions (CPA) - This pricing model pays the cost to acquire a single customer. So each time the podcast host directs a customer to the business, the host is paid a predetermined amount by the business.
In Hubhopper Marketplace, we carry the Host-feed campaigns that might be a little different from the regular ad campaigns. We’ve explained the Host-feed campaign below for your better understanding.
What is a Host-feed campaign?
A Host-feed campaign is where an advertiser sponsors a podcast episode that is yet to be rolled out. Unlike placing an ad in an existing episode based on pre-rolls and mid-rolls, advertisers sponsor episodes that are still to be recorded.
The Host-feed campaign follows the CPM pricing model where the creator is paid a fixed amount per thousand listens. Sponsors can ask for a specific number of listens that creators are supposed to deliver during the given duration of the host-feed campaign. Since ads are placed in episodes that are yet to go live, the total listens are calculated after the episodes are released and the total amount is calculated accordingly.
Here are some other points to know about a host-feed campaign:
- The CPM for host-feed campaigns can be around 1200-1500
- Usually the ads are placed in the first five minutes of the content
- These ads are around 1-3 minutes long
- Host-feed campaign doesn’t include pre-rolls or mid-rolls
- The sponsor provides a script to the podcasters that they have to follow when promoting the brand or product
- Advertisers asks for a specific number of listens that creators have to deliver in the given duration
- Campaign links are added to the episode description
All the conversations during the host-feed campaign will be held through emails as Hubhopper will mediate between creators and advertisers.