Reach Documentation Submissions
Get them right the first time around 🤝
Ahhhh reach metrics – the dark horse of the podcasting industry.
Downloads? Impressions? Listeners?
Wildcast aims to standardize these numbers into a more verifiable metric set that can be used to increase advertiser confidence and propel podcasting into the ranks of other trusted ad mediums!
But for now, we gotta work with what we got.
What is Reach Documentation Used For?
You’ve just created your first Wildcast account, and are now adding information about your podcast, but how on earth do you find these “Estimated Reach” Documents?
Before we get into that, let’s talk about why Estimated Reach is important within the Wildcast Ecosystem.
Wildcast distributes advertising budgets to podcasters in a way that allows ads to reach smaller, niche audiences that typically wouldn’t be the target of a large ad campaign.
To do this, Wildcast needs an understanding of what types of reach numbers your show typically obtains. Let’s face it, advertisers want to see numbers, and as a community it is in podcasters’ best interests to provide those metrics as accurately as possible.
Estimated Reach Tiers
Through the review of Reach Documentation, in combination with a variety of other factors, Wildcast places each Podcast into a set Estimated Reach Tier or range.
This range gives Wildcast a broad range of how many listeners / impressions a podcast is likely to obtain for a specific ad placement.
CPMs
CPM or cost per mille is an advertising metric used to calculate the cost per 1,000 impressions an advertisement receives.
Wildcast opportunities come with a CPM offer that a podcaster can use to determine the maximum potential payout for the specific ad offer. The maximum payout a podcaster can obtain is the the CPM value up until the high end of the offered podcast’s Estimated Reach Tier.
For example:
Let’s say the Hosted podcast has an Estimated Reach Tier of 5,000 – 10,000 listeners.
Hosted accepts an opportunity with a CPM offer of $33.
With an estimated reach tier of 5,000 – 10,000 listeners, the maximum payout that Hosted can earn for this opportunity is $330.
See the equation below:
Maximum Payout = (Estimated Reach Max / 1,000) * CPM Offer
OR
$330 = (10,000 / 1,000) * 33
Podcasters are required to submit reach documentation:
- Whenever they register a new podcast.
- For each specific episode they have placed a Wildcast advertisement on
For a full explanation on payout calculations, complete with example scenarios, check out the article below:
Now that you know what your estimated reach documentation is used for, let's check out how you can ensure your submissions are the best they can be every time!
Submitting Initial Reach Documentation
When adding a new podcast to your Wildcast Account, you’ll be required to submit documentation that displays monthly reach metrics for your show on an overall AND a per episode basis.
Here is an example of a great initial submission for a podcast hosted on Libsyn:
Overall Metrics
The overall metric submission shows the name of the podcast, the all time downloads, the process date and the monthly overall download metric for the show.
Per Episode Metrics
The per episode metric submission shows the name of the podcast, the name of the podcast episode, the all time downloads for the specific episode, and the monthly / last 30 days download metric for the specific episode.
Submitting Job Specific Reach Documentation
Job specific reach submissions only need to submit documentation for the specific episodes that the podcaster placed the job’s advertisement on. Remember, you can submit multiple screenshots on the submission form at once!
It’s important to consider timelines while submitting your episode links to ensure that you’re giving yourself the maximum amount of reach potential for each episode.
Check out our article on Maximizing Job Reach for more information on how you can get the most out of each ad placement.
The “Per Episode Metrics” example above does great to illustrate what needs to be present for Wildcast to confirm your reach and pay you for your placements.
Use the checklist below to ensure your screenshots contain all the information we need for each episode you’re submitting for:
- The name of the podcast.
- The name of the specific episode the ad was placed on.
- The all time downloads / listeners for that specific episode.
Wrapping Up
In this era of podcast advertising, advertisers place all their trust in the host to report accurate reach metrics. Until a more trustless system is implemented, the podcasting industry as a whole must build its advertising marketshare off of honest reporting.
Wildcast reviews every single reach documentation submission thoroughly to ensure its ecosystem is a place where advertisers can expect reliable metrics.
Let’s grow podcasting together!
Made a mistake on a reach submission? Reach out to Wildcast Support for help setting the record straight!
