Using podcast influencers
for targeted reach
Advertising in podcasts is the new way to reach a specific listening audience. Advertising through podcasts is measurable and often a lot cheaper than TV and radio advertising. Especially if you use LinkPizza, where you negotiate the price. This yields an average savings of 30%.
Advertising in a podcast can be done in several ways. For example, you can have a recorded spot placed in the podcast or have the podcast creators themselves work it into an episode in a personalized way.
Why advertise through podcasts?
There are several reasons why you would choose to advertise in a podcast:
Targeted reach
Podcasts often have a very passionate and engaged audience that is often around a specific topic or niche. This makes it an excellent way to present your brand to a specific audience
Longer lifespan
Podcasts can be downloaded, saved and listened back to, making the lifespan of an ad longer than, say, a television or radio commercial.
Higher engagement
Podcasts are often listened to during an activity, such as walking, exercising or cleaning up. Listeners tend to be more engaged, don't flush out ads and are more likely to respond to the ad than when relaxing in front of the TV.
Cost-effective
Podcast ads are often cheaper than other forms of media advertising because of lower production and distribution costs.
Authentic
Podcast hosts often have a personal relationship with their listeners, and this can be used to give ads an authentic and trustworthy feel.
Measurable
There are several ways you can measure the performance of your podcast ad, such as the number of downloads, the amount of time listeners spend listening to the ad and how much traffic is sent to your website.
In what ways can I advertise in podcasts?
There are many ways to advertise. From an entire episode to a small part in the podcast.
- Sponsorship: of the episode
- Pre-, mid- or endroll: 20- 30 sec advertising before, in between or at the end
- Branded content: +- 2 min integration of the topic in the episode
- Narrated commercial: narrated commercial played during the podcast
- Social media: Visual translation of the campaign through social media
What does a podcast collaboration cost?
Most podcasts agree on a Cost Per Mille (CPM), or a price per thousand listeners. Shows featuring BN’ers and/or specific niche also often provide a higher rate. Average prices are:
- 1.000 – 15.000 listeners: € 50 – € 250
- 15.000 – 50.000 listeners: € 250 – € 750
- 50.000 – 100.000 listeners: € 750 – € 5.000
- Meer dan 100.000 listeners: € 1.500 – € 10.000
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