Guides for Sponsors

Do you represent a company that's looking to expand your marketing efforts to podcasts? At Backyard Media, we're making the lives of marketers and podcast creators simpler. Below, we've written a set of guides for potential and new sponsors that explain the ins and outs of podcast advertising.


Podcasts vs Radio: What's the Difference?

If you've been on the Internet much in the past few years, you’ve probably heard quite a bit about podcasts. But what makes podcasts so special? What are the differences between podcasts and radio, and what do these differences mean for companies that want to advertise on podcasts?

In this guide, we break down the most important differences for advertisers: the technology underlying podcasts, how the industry is set up, the differences in content and audience, and the overall takeaways for sponsors.


5 Things Companies Need to Know Before Getting Into Podcast Sponsorship

Are you a company that's considering adding podcasts to your marketing campaigns? Podcasts are the most valuable form of digital advertising out there today. But they are also unlike any other kind of digital media.

In this guide, we've put together a list of five must-know items for new sponsors or companies looking into podcast sponsorship.


Should Sponsors Advertise on Podcast Networks?

Companies new to podcast sponsorship often find out about podcast networks pretty early on. These groups of podcasts that operate together offer some opportunities for companies wanting to advertise, but they can also present challenges for sponsors.

In this guide, we discuss what podcast networks are, what sponsors need to know about them, and why they should (or shouldn’t) consider working with a network when creating their ad campaign.


How Podcasts Improve Your Company's Brand Lift

As a company that's starting to advertise on podcasts, you want to know that your ad campaigns will be effective. We have plenty of research that shows podcasts are the ideal digital medium to find new audiences, generate interest in your brand, and ultimately increase your sales.

In this guide, we discuss what the research says about how much podcasts can improve brand lift, why podcasts are an ideal medium for improving brand lift, and what sponsors need to know before they start their first campaign.


Are you a podcaster who wants to learn more about the creator side of podcast advertising? Check out our guides for creators here.