![]() ![]() Some podcast sponsors only work with hosts who run radio-style ads, which is worth bearing in mind. Is it effective? Well, according to Edison Research, 70 percent of listeners consider a product after hearing about it through a favorite podcast, so yes! With this format, a third-party marketing company creates the ads, and you place them somewhere in your episode. You’re free to get a little creative, but usually, hosts use one of two ways to run ads: radio-style or host-read. Ad FormatĪ podcast sponsor, or advertiser, pays you to promote their goods or services over one or more podcast episodes. How Do Podcast Sponsorships Work?īefore you look for your first sponsor, you need to understand how podcast advertising works. Below, I’ll show you how to find potential sponsors and go over some best practices for using sponsored ads in your podcasts. ![]() With the help of a podcast sponsor, you can monetize your show, grow your platform and, best of all, build long-term relationships with various brands. Wouldn’t it be great if you could get paid for all this hard work? Well, you can if you secure podcast sponsors. From content generation to editing, there’s a considerable amount of effort involved. Amazon disclosed in early 2019 that it was expecting to spend more than $7 billion on original content that year and, a few months later, it bought a part of sports broadcaster Yes Network together with an investor consortium.Let’s be honest: It’s tough-going running a podcast. The online retail giant has been investing heavily in recent years to expand the division. The Wondery acquisition could help accelerate Amazon’s growth plans for its entertainment business, which operates in multiple markets spanning music, audio books and video. Apple was in September reported to have acquired Scout FM, a podcast aggregation and recommendation service, while Spotify bought podcast studio Gimlet in 2019. However, the company stressed in a statement that “nothing will change for listeners, and they’ll continue to be able to access Wondery podcasts through a variety of providers.”Īmazon’s top rivals in the music streaming segment have also used acquisitions to help them more effectively target the podcast market. The latter business is said to account for about three-quarters of the startup’s revenue.Īmazon plans to integrate Wondery into its Amazon Music subscription-based music streaming service. According to the Journal, Wondery was expecting to generate about $40 million in sales this year from a combination of podcast licensing fees and advertising. The acquisition will buy Amazon not only Wondery’s sizable listener base but also a new revenue stream for its entertainment business. The startup has published a series of hit podcasts spanning multiple genres, one of which was turned into a series by the Bravo television network. Wondery, based in Los Angeles, launched in 2016 with backing from Disney Co. and Sony Corp.’s music publishing arm also expressed interest in Wondery, which may explain why its valuation rose so sharply during the acquisition talks. An earlier Bloomberg report indicated that Apple Inc. But the Wall Street Journal reported recently that Wondery was valued at north of $300 million during the acquisition talks, more than triple the valuation the startup is said to have received after its most recent funding round. The deal will strengthen Amazon’s entertainment business, in which the online retail giant has invested billions of dollars in recent years to win more subscribers.Īmazon didn’t say how much it’s paying for Wondery. ![]() today said that it has signed a deal to buy Wondery Inc., a venture-backed podcast startup with a reported audience of 20 million monthly listeners. ![]()
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