RedCircle's Advertising Marketplace is our online marketplace that makes it easier than ever for relevant brands to connect with your show and invite you to their campaigns, all while giving you the control to set your rates, and review all advertising offers from right inside your RedCircle account.
In order for your show to be visible to interested advertisers, you’ll need to set up your podcast’s advertising profile in a few quick steps - let's get you set up so that advertisers can find you!
First Things First
Before you get started, make sure to set up your bank account so we know where to send the money when you get paid. You can do this in the “Money” section of your profile. At this time, you must have a US bank account to connect with Stripe in order to participate in our Advertising Marketplace.
To participate in RedCircle's Ad Marketplace, you'll need to set up your show’s advertising profile and provide some basic info about your show that will help brands find and invite you to their campaigns. To get started, go to your show's page in the RedCircle web app, scroll down and click the grey 'Advertising' box in the bottom right side, and then click 'Get Started' to begin.
The first thing you’ll need to do when setting up your profile is indicate the rates you’d like to charge for the different types of ads that you’re open to running on your show. CPM means 'cost per thousand downloads.' CPMs can range anywhere from a few dollars, all the way up to $100, depending on your audience, the size of your show, and many other factors.
Pricing can be tricky, as you don't want to price your show too low, because then you won't make very much money. And you don't want to price your show too high, because then advertisers won't want to buy it.
To make it easier, we pre-fill suggested CPM rates that we think are reasonable for your podcast's size, but you can edit them if you choose. As a general rule of thumb, if you don't have other advertisers on your show, we suggest lowering your CPM to start. If you're already selling several ads, you should probably increase your CPM. We recommend that you stay within a few dollars of the default value, but you're allowed to set a CPM as low as $2 and as high as $100.
When a brand creates a campaign, they’ll indicate the type of advertisement (eg “Ad Format”) that they want, where on your show they want to distribute the ad (eg “Ad Distribution”), and where in a show’s episodes they want the ad to play (eg “Ad Position”). Depending on these factors, there are several different prices that you can set across your podcast.
Understanding “Ad Formats:”
Host-Read Ads: Host-read ads are 0:60 second ads that you will read and record in your own voice. Since the ad feels like more of an endorsement, CPMs are typically higher. If you’re opening to receiving “Host-Read” campaign offers, the brand will provide you with a script or talking points so you generally have an idea of what to say when you record the advertisement.
Brands can choose to distribute Host-Read ads in two ways: either across your show’s entire catalog (paying a “CPM Rate”) or they can buy specific spots on your future episodes (paying a per episode “Spot Rate”). We automatically calculate your spot rate for you as a function of your Host-Read CPM rates. We recommend that you keep your spot rate automatically calculated by us, but if you’re an advanced podcaster you do have the ability to manually input these rates instead.
Pre-Recorded Ads: In this ad format, the brand uploads a complete, pre-recorded advertisement audio file that will play on your show if you accept their campaign. These ads are priced lower. If you’re opening to receiving “Pre-Recorded” campaign offers, all you’ll need to do is preview the audio and accept the campaign - there is very minimal work required for this ad format, as you won’t need to record anything yourself.
By default, RedCircle checks both “Host-Read” and “Pre-Recorded” ad formats for your show. If you do not want to receive any campaign offers for a certain ad format, you can uncheck that type. Doing that will make it so your show becomes hidden to any brands that have selected that specific ad format for their campaign.
Understanding “Ad Positions:”
Pre-Roll: Ads that play in your “Pre-Roll” will play either before your episode begins, or in its first few minutes. This ad placement position is typically priced a bit cheaper than mid-roll.
Mid-Roll: Ads that play in your “Mid-Roll” will play in the middle of your episode. This ad placement position is typically priced the highest, as listeners are less likely to skip the ad.
Post-Roll: Ads that play in your “Post-Roll” will play either after your episode ends, or in its last few minutes. This ad placement position is typically the cheapest.
It’s common that brands will want each show that they advertise on to incorporate a unique promo code into their ad read. That way, listeners can use your show’s unique promo code when purchasing the brand’s product, and the brand has a way to track those new orders back to your show.
Choose a promo code for your show that is easy for your listeners to remember. For instance, if your podcast is called 'The Truck Talk Show,' you might choose TRUCKTALK as your code.
Tell advertisers the names of all of the hosts on your podcast, so they can better understand your show and the people behind it. You will also add mailing addresses here, so brands can mail you free product samples before you record your endorsement.
Please note: the only time we will give your mailing address to a brand is if they’ve indicated that they will be shipping product samples, and your show has accepted the campaign offer.
Adding your listener demographics to your profile is crucial, as this is one of the most important pieces of information that a brand will use to determine if your show is the right “fit” for their target audience. You can find the breakdown of your listener’s demographics by going into your Spotify for Podcasters account, clicking on the “Audience” page, filtering on “All time” and then scrolling down to the Gender and Age sections. If for some reason you don’t have access to a Spotify for Podcaster’s account, you can give a best guess to start, and always come back to edit your profile later.
Include links to social media accounts. You can use your own personal accounts or accounts you've created for your podcast. Providing this information helps advertisers understand your audience and influence, so it’s best to choose the accounts that are most active / have the most engaged audiences.
Finalizing Your Settings
And that's it! Once you've filled out your show’s advertising profile, you can save the details and agree to join RedCircle's Ad Marketplace. By opting in, you agree to allow us to share your show's advertising profile information with prospective advertisers, so they can find your show and invite you to their campaigns.
If you ever want to update your advertising profile, you can go to the 'Advertising' section on your show’s page and click 'Edit Profile' (eg as your show grows, you may want to update your CPM rates).
Once you opt-in to our Ad Marketplace, we automatically create a default audio block for ads called “Default Ad Block” and assign it to pre-roll and post-roll insertion points across your back catalog. You can always click into your past episodes to update insertion points for individual episodes, but we do this heavy lifting for you, given it can be a pretty tedious process to manually update your entire back catalog.
Going forward, when you upload a new episode, we will add the “Default Ad Block” insertion point to your pre-roll, mid-roll, and post-roll for all new episodes. All you’ll need to do is drag the mid-roll insertion point to a timestamp in your episode that makes sense for a potential ad break. As a reminder, these insertion points will only be used when you have an Ad Marketplace campaign running, otherwise, they will not disrupt your episode.
That said, it is very important that you do not delete these insertion points from your episode, as it'll limit your ability to monetize your show via future advertisement deals. Having these insertion points in your pre, mid, and post-rolls will increase your available ad inventory and make you more attractive to brands. If you're new to our dynamic insertion system, you can read a ton about it here.
What Happens Next?
Once you’ve set up your Advertising profile, brands will be able to find your show and can start inviting you to their campaigns. When you receive a campaign offer, it will appear in the 'Advertising' section of your show’s page, and you will have 5 days to review the details, and accept or decline the offer. As a reminder, you have 100% control over whether or not you accept an offer.
The ‘Total Payment’ amount that you’ll see in each campaign offer is calculated based on a number of factors including the CPM rates that you set, your show’s size, estimated campaign timeline, and RedCircle’s commission (70/30 revenue sharing split - you keep 70% of the revenue, we keep 30%).
Payments for the campaigns that you accept will be incremental and occur once the advertiser completes payment. Generally, you can expect the payment schedule to be weekly or monthly, depending on if the brand is paying for the campaign upfront or via invoicing. All campaign payments will be visible in your RedCircle account.