Podcast advertising: Take advantage of high CPM


guess what, CPM is expected to increase by 20% From now to the end of December 2021. This is huge. So how do you take advantage of these high CPMs in podcast ads and make money from your podcasts? Let us enter it.

If you don’t know that podcast advertising is based on the CPM (“cost per mile”) advertising model.A sort of Cost-per-thousand impressions Is the cost of 1,000 advertise Impression (or play). Podcast ads are sold at CPM. This means that it is not sold on a single listen/download basis, but sold to thousands of people.

As you may or may not know, CPM is always at its highest level from September to December.And this year we Estimated cost-per-thousand impressions will increase by 20% Between September and December.

This means that if you publish less content in the last few months of the year due to holidays and events such as Black Friday, Thanksgiving, and Christmas, you will definitely lose money.It’s normal to take time off during this period, but unfortunately, reducing the amount of content posted at this time means some Our users Missed hundreds or even thousands of dollars in previous years.

There’s a lot of terminology in podcast advertising that’s thrown around, mostly because there are so many different ways that podcasters can make money from podcasting. If you want to learn more, read our article: Podcast Monetization: What You Need to Know

so, Why did the cost-per-thousand impressions increase so much?

The main reason for the significant increase in CPM at this time of year is that the company allocates most of its budget to holidays and events such as Halloween, Black Friday, Cyber ​​Monday, Thanksgiving and Christmas. This increases competition for ad slots and therefore increases the cost-per-thousand impressions.

Another reason is that the company strives to use up all its annual advertising budget by the end of the year. Why? In this way, the budget for the next year will not be reduced. In other words, there is still a lot of money in the budget that must be spent. As a result, the company began to invest money in the event, which in turn pushed up the cost per thousand impressions.

So how can you use it to your advantage?

You definitely don’t want to miss the hundreds or even thousands of dollars in income this year, so how do you take advantage of these high CPM? Well, let us tell you:

Make sure your podcast is always online

Always online means you publish episodes consistently and avoid unusual breaks. For example, if you publish a podcast show twice a day or a week, make sure to keep this schedule at all times. Of course, this does not mean that you cannot take a vacation, it just means that you need to prepare, pre-record, and schedule a release.

Plan to publish more content during this period

The potential to earn a lot of money in the fourth quarter of this year is huge. By publishing more content than usual, you will increase your downloads proportionally, and subsequently increase your revenue due to high ad fill rates and cost-per-thousand impressions.

Increase the number of ad slots in the content

At this time of year, you can significantly increase your revenue by adding one or two additional interstitial ads to past catalogs and new episodes. By doing this, you will see a huge difference in income.

Podcast ads: Tips to maximize your income

  1. Use our scheduling tool to schedule episodes to be released to ensure you stay consistent.
  2. Compared with the normal situation, increase the number of ad slots you use (especially interstitial ads), and users expect to hear the ads at this time of the year.
  3. Post more content! For example, you can create additional episodes by recycling content; “summary of the best moments of 2021”, “highlights of 2021”, “best clips of podcasts”, or by simply reposting what you think new listeners might miss Some old episodes that are currently updated.
  4. Include relevant keywords in your episode title and description, for example; holidays, Christmas, Black Friday, Halloween, Thanksgiving, gifts, etc. This helps our sales team search for your podcasts and include them in proposals for direct marketing campaigns that require higher CPM.

From now to the end of 2021, this is the peak season.

This means that due to CPM and ad fill, now is the best time to make as much money as possible from your podcast. Due to seasonal factors, once January comes, the market will always see a drop in CPM. So buy it when it’s hot!

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