3 Ways To Monetize Content Outside Of Traditional Ads
Often, the first place a creator or publisher looks to monetize content is sponsorship and advertising. Considering how successful podcast campaigns are for many advertisers (when done right), selling advertising on your podcast is indeed a great place to start. Then the question becomes, “How many ad units should I offer and how much do I sell them for?”
At Pionaire Podcasting, we believe fewer ad units help advertisers generate better results and provide a better listener experience, so we limit our ad units based on the length of episodes and have created a frequency cap which in turn, helps our advertisers generate the results they need. Other networks or publishers may opt for more units to generate even more revenue but do this with caution.
You don’t want to dilute the advertising effectiveness of your podcast, but you also don’t want to risk listeners abandoning your content because there are too many ads. Even if they can fast forward through ads, too many ads can quickly become a poor listener experience.
However, there are other ways to monetize a podcast aside from baked in or dynamically inserts ad units. If you want to generate more revenue but not at the risk of your listeners hearing too many ads, try one (or more) the following 3 creative tactics. These revenue generating ideas are effective for both the advertiser and the publisher/creator because they were created with a content and listener first approach.
3 ideas to monetize content outside of dynamically inserted or baked in ads:
Live Podcast Events
If your podcast has a higher concentration of listeners in a regional geographic area, an in-person live podcast recording could be a huge revenue win if planned and marketed correctly. You can also consider hosting a virtual live podcast event, as well. Again, the right plan and marketing strategy is key.
Podvertorials are like what paid blocks of programming are on media such as TV and radio. Podcast hosts can create an interview style episode exclusive to an advertiser and release the custom Podvertorial within their feed as its own episode. If you have an advertiser who values interviews, exclusivity, and ability to publishing the Podvertorial on their website or feed if they have their own podcast.
If you’re a host with a social following, then you’re also an influencer! Consider packaging social posts with your podcast ad campaigns for a lift in revenue for you and lift in results for your advertiser.
These creative approaches to revenue generation create a win-win for your listeners and your advertisers but these are just 3 creative options to help increase revenue beyond your sponsorships and dynamically inserted ads. At Pionaire, we also recommend working with your advertisers early in their planning and buying process to collaborate on even more creative ideas that weave together your unique content and your loyal audience with their brand message.