Sponsorship or native podcast creation: which solutions for companies?

For a company, there are several solutions for getting into podcasting. The first is to buy advertising space on podcasts. The other way to promote your business is to create your own native podcast. The two solutions do not meet the same objectives and require different means. To help you see things more clearly, here are some elements that can help you choose the right solution to enter the podcast market.


Purchase of space and advertising campaigns on podcasts

Achat publicité podcast

There are several advertising formats, similar to a Youtube video, it is possible to integrate advertisements before, during or after a podcast. These advertising spaces are called :

  • Pre-roll
  • Mid-roll
  • Post-roll

This solution is practical because, depending on the programmes, you can reach a specific target and, above all, in a more intimate way. Sponsorship is ideal for companies that want to push a product or service that matches the target and content of a podcast. Advertising can be integrated directly with the host's voice in the podcast. It then blends seamlessly into the programme without interrupting or disturbing the listener.

How much does it cost to sponsor a podcast?

The cost is regularly calculated on the basis of one cost per thousand impressions or downloads. To find out the cost of a CPM, it is best to contact the podcast host to find out the cost per thousand. This price may change according to the popularity or target of the podcast.

These formats are likely to evolve over the next few years as Spotify has recently acquired Megaphone (a podcast advertising and publishing platform) to expand its podcast advertising offering.

To find out the cost of a podcast sponsorship campaign, you can also submit your brief on our platform, and we'll get back to you as soon as possible.

The creation of a native podcast

Création podcast entreprise

In the latter case, you have to create your own native podcast. This is an excellent solution for working on your brand image and notoriety and then capturing qualified listeners who are attentive to your message.

Unlike traditional audio, such as radio, podcast consumers are more engaged and receptive. However, be careful not to launch into the creation of a programme without first thinking about the audio identity of the podcast, the harmonised content, the frequency and the target you wish to reach. Listeners are demanding and expect quality content. This creative strategy requires time (and a little money) to succeed in capturing a receptive and loyal audience.

Some companies have understood the value of podcasting and have seized the opportunity, such as Accenture with "Demain. Right Now" or Tinder with "DTR - Define The Relationship".

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