Everything You Need to Know about Podcast Advertising

Everything You Need to Know about Podcast Advertising Podcasts are becoming increasingly popular as an advertising vehicle. Listener numbers are increasing and successful podcasts have caught the attention of marketers. So, what can this medium offer to businesses? © Shutterstock.com | Africa StudioIn this guide, you’ll learn about the benefits of podcast advertising. We’ll discuss how podcast advertising works, including the industry standards in terms of ad placement, length and pricing. Furthermore, we’ll give you tips on how to find podcasts as an advertiser, and well explain how you can acquire advertising if you are producing a podcast. Finally, we’ll give you tips on what makes a great podcast ad to ensure your advertising success.WHY SHOULD BUSINESSES CARE ABOUT PODCAST ADVERTISING?To understand podcast advertising, you need to understand what podcasts are.   The Oxford Dictionary defines a podcast as:“A digital audio file made available on the Internet for downloading to a computer or a mobile device, typically available as a series, new instalments of which can be received by subscribers automatically.”The digital advertising industry has become an increasingly diverse and competitive place. Today’s businesses can’t r ely purely on traditional advertising methods, but must pay attention to new channels. Podcast advertising is definitely among the best digital advertising alternatives and could prove to be a useful tool for many businesses.First, the industry provides businesses the opportunity to reach a fast-growing audience. According to data, the proportion of Americans listening to a podcast almost doubled from 2008 to 2015. In 2008, around 9% of Americans tuned in to listen to podcasts, but by 2015, the audience number had grown to 17% and the trend is clearly an upward trend.Successful podcast shows can also attract impressive listener numbers. In 2014, a podcast about a reinvestigation of a murder case called Serial became the fastest podcast to reach 5 million downloads on iTunes. Edison Research also found the average podcast listener listens to about six podcast shows a week, so the audience isn’t just interested in a single show. In fact, Americans listen to around 21.1 million hours of podcasts every day.In terms of business opportunities, the research also found podcast audiences to be affluent, with the average household income reaching $75,000 or more in 2015. This could be great news for advertisers, as listeners might have higher willingness to spend money on interesting products. Furthermore, podcast users are active on social media, which could be used as a marketing advantage.Second, podcast audiences tend to be dedicated and find the show’s hosts trustworthy and relatable. Unlike radio listeners, who often skip ads by changing the channel, podcast listeners tend to listen through ads. The secret often lies in the way podcast ads (the good ones!) relate directly to the content of the show and therefore, add another dimension for the listener. Podcast advertising is often more about the host’s endorsement of the product rather than being a filler for the show.According to Midroll, the digital media company, 63% of their podcast listeners have purcha sed a product, which was advertised on a podcast. Furthermore, around 71% of the listeners visited the advertiser’s website. This is encouraging news for businesses planning to venture into the world of podcasting, especially as the banner blindness phenomenon means Internet users are tuning out of traditional website banners.Furthermore, businesses shouldn’t only be interested in podcast advertising as the advertiser. An entrepreneur or a business could potentially benefit from hosting their own podcast, with ads adding additional revenue to your podcasting venture. By improving your podcast, you can obtain more listeners and attract advertisers, which all will lead to an increased revenue stream.Overall, the podcast advertising industry is growing rapidly. According to eMarketer’s data, the US podcast advertising spending (advertising and sponsorship) stood at $165 million in 2007. By 2012, predicted growth was thought to stand at $435 million. The opportunities in the secto r are rapidly increasing and early adopters can expect to benefit from the continued growth of the medium.HOW PODCAST ADVERTISING WORKS?Podcasts are another digital medium for sharing information, news and ideas in a more social media type of environment. The content of today’s podcasts ranges from film and music to business and education. Anyone can create a podcast â€" you simply need a computer and audio content â€" which means businesses are sure to find a podcast show related to their product or service.The premise of podcast advertising is similar to any other advertising on websites or even radio. A business will create an ad, which the podcast host plays during the recording.Before we look at the industry standards for podcast advertising in terms of length and the number of ads, it’s important to understand who has the power of choosing the ads. In fact, podcast hosts shouldn’t simply accept any ad offers nor should businesses target podcast hosts randomly. Instead, p odcast ads should be directly related to the content or at least offer something to the particular listener group. Therefore, the power to choose which ads are suitable often lies in the hands of the host. If you are approaching a podcast host as a business, this is vital information to understand. Furthermore, as a host, you shouldn’t accept offers purely for the sake of added revenue.Let’s now turn our attention to the industry standards of podcast ads and how to find podcast shows as a business or to acquire ads as a podcast.What’s the proper length of podcast ads?When it comes to industry standards, podcast ads tend to be relatively short. The ad structure typically involves two separate ad slots. These are:Pre-roll, which is a short 15-second ad slot played at the start of the podcast.Mid-roll, which is a longer 60-second ad often played at the middle of the podcast.You can also have a sponsored ad right at the end of the show, although these are rare. During the outro th e host might ask the audience to call the business or visit their website. But outro-rolls tend to be less popular because audiences can easily tune out of the show as soon as they understand the podcast’s unique content has ended.The ad slots can be either produced ads by the business or the host can read out the content of the ad. This can vary from podcast to podcast and you’ll need to think which option better suits the podcast and the business message.Aside from the above, the advertising can also be a sponsored message by the host. This would mean the host talks about his or her own experience with your business or a moment where the host shares a story relating to the product.How many ads should a podcast have?Considering the benefits of podcast advertising and the relatively short length of them, you might be surprised to find the industry standard for the number of ads falls around 2-4 per podcast episode. This might seem like a minuscule number, but it’s due to the n ature of podcast advertising.Podcast ads should be enhancing the content of the podcast and be of a tangible interest to the listener. Therefore, finding the ads that fall into this category might be difficult. Whilst there might be a number of suitable businesses interested, they often offer similar products and services. It’s unlikely businesses want to advertise in a podcast together with five of their direct competitors.Furthermore, podcast are typically compact shows designed for listening during the way to work or while doing household chores. If you start adding ten 60-second ads to a podcast, the length will naturally increase. If you start cutting from the content in order to do so, the listeners might feel like the show isn’t worth listening to anymore. The show might seem boring with minutes worth of ads and listeners will simply move on to another podcast.By including over five ads to a podcast, the show runs a real risk of alienating its listeners. Listeners can sta rt losing trust to the host and the advertised product. If the ad number keeps increasing, listeners can easily feel like the host is adding the ads simply to make money, not to mention interesting and beneficial products.The pricing model for podcast adsThere are generally three different routes to pricing podcast ads and sponsorships. These include:Cost per mille (CPM)  â€" Under this model, the price is determined per thousand listens. For every thousand podcasts listened, the advertiser will pay a certain amount.Cost per acquisition (CPA) â€" This model defines the price as the cost to acquire a single customer. Therefore, each time the podcast directs a customer to the business, the business pays a pre-determined fee to the host.Freely negotiated price â€" This model is simply a negotiated price between the podcast host and the business. The model typically sees the podcast host suggesting a price, with the business either accepting or rejecting it.There are pros and cons to ea ch of the above models. The CPM model tends to be the industry favourite. But if you are targeting a podcast, which neatly fits a specific product you sell, then CPA can also be beneficial due to a higher sales conversion rate. Finally, if you are discussing with a new podcast, then you should consider negotiating the terms.In order to determine the right CPM and CPA rates, you should pay attention to the current podcast listener numbers. For example, examine the last two months of the podcast’s listens and see the average minimum listeners you can attract. This number provides you a good indication of the CPM. According to New York Magazine’s research, the typical CMP for podcasts stood between $20 and $45 in 2014.Below is a video for determining the CPA. Whilst the video mainly talks about online links and clicks, the same formula can be beneficial for determining your CPA for podcast advertising. Finally, it’s normal to renegotiate the prices regularly. This is important, a s the listenership of the podcast can change radically within a few weeks. Determining the time for price renegotiations beforehand is especially important in the case of a new podcast.How to find a podcast for your ad or acquire ads?Finally, it’s time to explore the different ways to finding or acquiring podcast ads.Step 1: Finding a podcastIf you are a business considering podcast advertising, finding the right show is crucial for marketing success. The following section deals with what makes an auspicious podcast ad, but it’s important to focus on matching your business with a good podcast. You want your business to add tangible content and benefits to the podcast and its listeners.Therefore, define the kind of podcast you want to attract before you start looking. For example, if you sell gardening products, you should target different horticulture and environmental shows.The best places to start looking are the different podcast directories. The most popular ones include:iTu nesPodnovaPodBeanBrowse these directories and the categories relating to your business product and service. Once you find interesting matches, listen to the podcast to get a better feel of the show. You should also pay attention to the ranking of the show and find out whether it’s active on social media. This can reveal the show’s appeal and listener numbers. If it feels like a good match, contact the host directly and ask whether they are interested in a partnership deal.An additional quirky way of finding podcasts could be through your own customers. Use social media to ask for podcast recommendations and to attract potential hosts to your business.Step 2: Finding an advertiserIf you are hosting a podcast show, you could also take the lead and contact suitable businesses to offer advertising slots. In order to do so, you should first pay attention to building a solid audience. Don’t rush in to find advertisers, as businesses are unlikely to be interested if you can’t prese nt attractive listenership numbers. Since the industry is becoming a key interest for businesses, by building a popular podcast, you are likely to automatically start attracting offers from businesses.There are specific podcast advertising networks you should consider checking out. Sites such as Midroll and RadioTail can connect your show with suitable advertisers.Additionally, you can also contact businesses yourself. Define the type of businesses your listeners would find beneficial and interesting, and start searching candidates on business directories.WHAT MAKES A GOOD PODCAST AD?Podcast advertising offers tremendous opportunities for businesses. However, like with any advertising medium, the quality of the ad plays a key role for success. In fact, the difference between a good and a bad podcast ad can mean the difference between a successful show and a disaster. Because listeners make a decision to download and listen to a podcast, bad advertising in the podcast can turn off li steners and sink the whole show.If you want to create a successful podcast ad, you must focus on three key points: a short and sweet message, a creative and changing ad, and a proper understanding of the audience.A short and sweet messageAs previously stated, podcast ads tend to vary between 15 to 60 seconds. This might seem like a short amount of time, but a longer ad and listeners start nodding off. If you increase the length of the ad above this limit, listeners may press the fast-forward button and therefore miss the whole ad.Furthermore, do you need more than 60 seconds to pitch your product? Remember the essence of the elevator pitch used with investors and apply the same rules to your podcast ad. You shouldn’t need an hour to attract a customer to your product. By keeping it brief, you can guarantee more people listen to it and that you focus on the reasons the listener should buy the product.A creative and changing adWhile podcast listeners are used to listening to short a ds during the show, the message they hear shouldn’t remain the same each time. If the ad is always the same, after a few podcasts listeners are unlikely going to feel positively about your business or the podcast.Consider the ad as an opportunity to highlight the various benefits of your product or service. Although you should be able to sell your product in 60 seconds or less, that amount of time is unlikely going to be enough to list all the reasons for buying the product.For example, if you sell a beauty product, you could highlight the uses in different situations. Perhaps it’s the perfect item to take with you when travelling or it’s a lifesaver when you are late for work. You could even have different customers talking about the product for each ad.Finally, don’t forget to modify the ad according to different seasons or holidays. You can add variety to your advertisement by including Christmas-elements during December or by creating a special ad for the Valentine’s D ay.Understand the audienceFinally, its crucial to understand the audience. The ad must always fit to the actual podcast and be of interest to the audience listening to it.First, ensure the product or service being advertised relates to the content of the podcast. Second, you need to focus on moulding the ad around the typical listener, in terms of language. This is all down to the typical podcast audience, which is often a tightly defined group of people with specific interests and knowledge.For example, if you are advertising your camera products on a photography-related podcast, the audience will be aware of industry jargon. You therefore don’t want to sell your products as you would with a complete beginner. Remember, these listeners are listening to the podcast because they already share passion for photography and are probably well aware of different features good cameras have.THE BOTTOM LINEPodcast advertising is definitely a beneficial tool for businesses, whether you host your own podcast or are looking for new advertising channels. The industry is on the rise and you can reach a dedicated and passionate audience through this medium.Make sure to understand the industry standards and negotiate a deal, which is beneficial to your business, whether you are a podcast host or the advertiser. Overall, the key to a successful podcast advertising campaign lies in finding the right partnerships and creating ads, which put the listener to the forefront. Always find a podcast or an advertiser, which is a perfect match for the content and adds real value to the listener and the potential customer.

Rhetorical Analysis Of Beijing Declaration Of Indigenous...

English 131 W October 7, 2017 Assignment 2:Rhetorical Analysis From August 30 to September 16, 1995, the global highlightwas China, where thousands of women gathered to attend two significant events: The 1995 NGO Forum on Women and the U.N. Fourth World Conference on Women.Approximately 31,000 women from more than 200 countries attended the nongovernmental organization forum, compelled by the need to join the fast-growing, worldwide network of women who were determined to achieve equality, development, and peace. In the NGO Forum, UN fourth World conference on women in Huairou, Beijing, PROC, the primitive women present had come together to draft a declaration to claim their own rights, so called â€Å"Beijing Declaration of Indigenous†¦show more content†¦Moreover, in the later part of the declaration, when they do their proposals and demands, for multiple times, they mention their target audience. One of their most important readers, the â€Å"government†, is mentioned many times in the article. Like when they sayâ€Å"We de mand that the international community and governments recognize and respect our rights to our territories† (Beijing Declaration of Indigenous Women, 22), and when they declare â€Å"We urge the governments who are opening up out territories to foreign investors especially to mining corporations, to respect these rights.† (Beijing Declaration of Indigenous Women, 23), they always emphasize the word â€Å"government†, which accurately locks their audience with the group related to official departments, say government, international organizations, the United Nations, and so on. They to some extent ignore the public, the teenagers, the elders, the people outside the indigenous group and have mere interest in acknowledging this issue solely to the government. They are not intending to persuade everybody, only calling the government to take actions to satisfy indigenous peoples’ demands. Secondly, because of the special audience they have, their language style i s also distinctive. The tone of the article is official and serious due to the situation of being present in a worldwide famous conference in Beijing. The style is best defined by their special rhetorical dictions,Show MoreRelatedOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 PagesHartman Strom, Political Woman: Florence Luscomb and the Legacy of Radical Reform Michael Adas, ed., Agricultural and Pastoral Societies in Ancient and Classical History Jack Metzgar, Striking Steel: Solidarity Remembered Janis Appier, Policing Women: The Sexual Politics of Law Enforcement and the LAPD Allen Hunter, ed., Rethinking the Cold War Eric Foner, ed., The New American History. Revised and Expanded Edition E SSAYS ON _ T WENTIETH- C ENTURY H ISTORY Edited by MichaelRead MoreOrganisational Theory230255 Words   |  922 Pagestheory focuses attention on the human issues in organization ‘There is nothing so practical as a good theory’ How Roethlisberger developed a ‘practical’ organization theory Column 1: The core contributing social sciences Column 2: The techniques for analysis Column 3: The neo-modernist perspective Column 4: Contributions to business and management Four combinations of science, scientific technique and the neo-modernist approach reach different parts of the organization Level 1: Developing the organization

Karl Popper And The Scientific Method - 1372 Words

Karl Popper is commonly regarded as one of the greatest philosophers of science in the 20th Century. He is well known for his rejection of the inductivist viewpoint of the scientific method, in which one uses observation to propose a law to generalize an observed pattern, and later confirm that law through more observation. Popper states that â€Å"induction cannot be logically justified† (Popper 14). Inductivism relies on the process of inductive reasoning which is a logical process in which multiple premises, all thought to be true and found to be true most of the time, are combined to obtain a conclusion and in many cases formulate a law or theory. Popper rejected the inductivist viewpoint in favor of a theory called empirical falsification which holds that a theory can never be proven, but it can be falsified, and therefore it can and needs to be scrutinized through experimentation. In his work â€Å"Conjectures and Refutations,† Popper discussed several aspects of induction including the topics of conjectures (opinions or conclusions formed on the basis of incomplete information) or tentative theories and refutations (ways to refute an argument, opinion, testimony, doctrine, or theory, through contradicting evidence) or the acts of disproving arguments through counterexamples (Oxford). Popper opines that a significant problem with the scientific method is that scientists get so caught up in evidence that supports a specific conjecture that they either 1) fail to considerShow MoreRelatedScientific Method and Sir Karl Popper1407 Words   |  6 PagesSir Karl Popper, challenging the status quo, inspiring generations to ponder on the meaning of science, the methods to find truth, is one of the most influential philosophers of the 20th century. 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Why Online Shopping Is Making a Trend Free Essays

It seems everyone loves online deals, online discounts, online coupons and more! Millions of people are patiently browsing the web in search for the best online deals of the day and the best online discount websites. A realization settled in me then that in tough economic times, people become wiser. That somehow propelled consumers to browse for the best deals on the web. We will write a custom essay sample on Why Online Shopping Is Making a Trend? or any similar topic only for you Order Now Life is now highly digitalized! Thus, online shopping and online coupon are now very popular and certainly a trend for years to come. Moms, budget enthusiasts, frugal people or shall I say wise consumers just can’t resist the convenience online coupons and online deals can offer. You can’t blame shoppers to find the best deals and eye-popping discount prices to maximize savings by going through the best online deal websites. Take ShopAtHome for instance, it provides online shoppers the best deals, best products with the best price with just a few clicks. The most amazing part of it, is its cash back program where you can get as much as 50 percent of the price credited to your account which enable you to buy more needed items. Now who wouldn’t love deep discounts made possible by ShopAtHome and other online discount websites? Through them you can freely access catalogs, do comparison shopping, cash-back, exclusive daily deals from online retailers. Plus free shipping is recently a trend too. Coupons decline for almost a couple of decades and has just come back on track in 2009 which also mark the first year of coupon boom. Sometimes, things happen for a reason. The significant shift of the consumers shopping trend is undoubtedly caused by the the current economic status. People now opt to use the internet to find the hottest deals, online discounts, online coupons which also provide shoppers the best place to buy, how they buy and take advantage of promotions. How to cite Why Online Shopping Is Making a Trend?, Essay examples

Kate Chopins the Awakening free essay sample

The Awakening, Edna Pontellier is caught by the contradictions between the way others see her and the way she sees herself. The novella is a story narrating her awakening and discovery of self. â€Å"In short, Mrs. Pontellier was beginning to realize her position in the universe as a human being, and to recognize her relations as an individual to the world within and about her. †¦ How few of us ever emerge from the beginning! † The narrator is remarking at Edna’s boldness and uniqueness as an independent woman on a quest for self-discovery. And the narrator also points out â€Å"How many souls perish in [the beginnings] tumult! † which serves to predict the chaos that comes about as Edna’s awareness grows – and can also be read as a remark foreshadowing her death. The female role that involves bearing children and being a â€Å"perfect† wife is also an important aspect of the society represented in The Awakening. We will write a custom essay sample on Kate Chopins the Awakening or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page While this lifestyle suits someone like Adele Ratignolle, Edna finds it unbearable and oppressive. She loves Robert and he inspires her, but her awakening at Grand Isle was complex She does not simply find a new love interest, she finds a new way of appreciating and living life. Robert is more of an excuse and an occupation rather than a full explanation for her transformation. Even though Ednas awakening means she suffers from the resulting self-awareness, the year of joy and understanding that accompanies this suffering is worth more to her than a lifetime of the semi-conscious submission that defined her former existence. The years that are gone seem like dreams—if one might go on sleeping and dreaming—but to wake up and find—oh! well! Perhaps it is better to wake up after all, even to suffer, rather than to remain a dupe to illusions all ones life. † According to Edna, to live with self-awareness offers an existence far richer than a life lived according to the restricting â€Å"illusions† that are imposed by the expectations of others.

Frank Lloyd Wright Essays - Frank Lloyd Wright, Taliesin

Frank Lloyd Wright Essays - Frank Lloyd Wright, Taliesin Frank Lloyd Wright Frank Lloyd Wright was born as Frank Lincoln Wright on June 8, 1867. He was born in Richland Center, which is in southern Wisconsin. His father, William Carey Wright, was a musician and a preacher. His mother, Anna Lloyd-Jones was a teacher. It is said that his mother placed pictures of great buildings in young Franks nursery as part of training him up from the earliest possible moment to be an architect. Wright spent some time growing up on a farm owned by his uncle, which was located near spring Green, Wisconsin. He was of Welch heritage, and was brought up in the Unitarian Religion. Wright briefly studied civil engineering at the university of Wisconsin in Madison, and then moved to Chicago to work at an architectural firm. In 1887, he was hired as a draftsman by the firm of Alder and Sullivan. At the time, the firm was designing Chicagos Auditorium Building. Wright eventually became the head draftsman, as well as the leader of the firms residential designs. After obtaining these responsibilities, Wright began to design and apply his own architectural ideas. In 1889, he married his first wife, Catherine Tobin. He also began designing houses, which was against his firms policy because they were required to follow the designs sent to them, not make their own. When his boss discovered this, Frank was fired. His house designs, however, were incredible. They showed the start of Wrights low, sheltering rooflines, the prominence of the central fireplace, and intricate geometric designs on both doors and windows. Wright started his own firm in 1893, working out of a studio that was built in onto his home in Oak Park, a suburb of Chicago. Between 1893 and 1901, 49 buildings by Wright were built. During this period he began to develop his ideas, which would come together in his Prairie House concept. Into 1909, he developed and refined the prairie style, and founded this concept in architecture, and his art of this early productive period in his life is also considered as part of the arts and crafts movement, because many of his designs not only had plans for the structure of the house, but ideas of decorating the interior as well. This very productive phase in Wrights career ended in 1909, when he left his wife and five children to go to Germany. He was joined there by Mamah Borthwick Cheney, the wife of a former client and now his girlfriend. From 1912 to 1914, Wright and Cheney lived together at Taliesin, a home he designed near his uncles farm in Spring Green, Wisconsin. This ended when a crazed servant murdered Chaney and six others, also setting a fire that destroyed most of Taliesin. During the years 1914 to 1932, Wright rebuilt Taliesin, divorced his first wife, married and separated form another woman (partially due to the fact that he spent some time in jail), and met his third wife, Olgivanna Milanoff. His architectural designs during this period included the Imperial Hotel in Tokyo, Japan, and many California homes. Few commissions were completed toward the end of this period, but Wright did lectures to various architects, and published articles, including An Autobiography in 1932. Wrights output became more organized and individualized, with the help of numerous apprentices who assisted in design detail and site supervision. His most famous work, Fallingwater, was designed in 1936. He also began working on a project called Taliesin West in Arizona. The Taliesin Associated Architects, The Frank Lloyd Wright School of Architecture, and the Frank Lloyd Wright Foundation are living legacies of what Mr. Wright founded in 1932. Few buildings were produced during the war years, but the G.I. Bill brought many new apprentices when the war ended. This post-war period to the end of his life was the most productive. He received 270 house commissions, and designed and built the price tower skyscraper, the Guggenheim Museum, and the Marin County Civic Center. Wright never retired; he passed away on April 9, 1959, at the age of 92 in Arizona. He was buried in the Graveyard at Unity Chapel at Taliesin in Wisconsin. In 1985, Olgivanna Wright passed away, and one of her wishes was to have Frank Lloyd Wrights remains cremated

All about Être, a French Super Verb

All about Être, a French Super Verb Être  is an irregular French verb that means to be. The multitalented verb  Ãƒ ªtre  is omnipresent in the French language, both written and spoken and appears in a multitude of idiomatic expressions, thanks to its utility and versatility. It  is one of the  most-used  French verbs. In fact, of  the thousands of French verbs, it is among the top 10, which also include:  avoir, faire, dire, aller, voir, savoir, pouvoir, falloir  and  pouvoir. Être is also an auxiliary verb in  compound tenses and the passive voice. The ThreeMain Uses of'Être' The many forms of  Ãƒ ªtre  are busy binding together the French language in three essential ways: 1) to describe a temporary or permanent state of being, 2) to describe someones profession, and 3) to indicate possession.   1. Être is used with adjectives, nouns, and adverbs to describe a temporary or permanent state of being. For example:   Ã‚  Ã‚  Il est beau. He is handsome.  Ã‚  Ã‚  Je suis Paris. Im in Paris.  Ã‚  Ã‚  Nous sommes franà §ais. Were French.  Ã‚  Ã‚  Il est l-bas. Hes over there. 2. Être is used to describe someones profession; note that in French the indefinite article is not used in this type of  construction. For example:   Ã‚  Ã‚  Mon pà ¨re est avocat. My father is a lawyer.  Ã‚  Ã‚  Je suis à ©tudiant. Im a student.  Ã‚  Elle à ©tait professeur. She used to be a professor. 3. Être can be used with the preposition plus a stressed pronoun to indicate possession. For example:   Ã‚  Ã‚  Ce livre est moi.   This is my book.  Ã‚  Ã‚  Ã‚   qui est cet argent  ? Cest Paul. Whose money is this?  Its Pauls. Être as an Auxiliary Verb 1. For Compound Tenses: While avoir is the auxiliary for most verbs in the French  compound tenses,  Ãƒ ªtre  is the auxiliary for  some verbs  as well. The conjugated auxiliary verb is used with the past participle of the main verb to form the compound tense. For example:   Ã‚  Ã‚  Je suis allà © en France.   I went to France.  Ã‚  Ã‚  Nous à ©tions dà ©j sortis.   We had already left.  Ã‚  Ã‚  Il serait venu si...   He would have come if... 2.  For the  Ã¢â‚¬â€¹Passive Voice:  ÃƒÅ tre  in the present tense and the past participle of the main verb forms the passive voice. For example:   Ã‚  Ã‚  La voiture est lavà ©e.  - The car is washed.  Ã‚  Ã‚  Il est respectà © de tout le monde.   He is respected by everyone. Expressions With'Avoir' That Mean 'to Be' When does to have (avoir) mean to be (à ªtre) in French? In several idiomatic expressions, which are governed by the laws of use over time, as odd as the  use may seem.  For this reason, there are a number of state of being idiomatic expressions with avoir that are translated as  to be in English:   Ã‚  Ã‚  avoir froid to be cold  Ã‚  Ã‚  avoir raison to be right  Ã‚  Ã‚  avoir xx ans to be xx years old Weather Expressions Use 'Faire,' Not 'Être' Weather is another instance of odd  idiomatic usage. When talking about the weather, English uses a form of the verb to be. French uses the verb faire (to do or make) rather than à ªtre:   Ã‚  Ã‚  Quel temps fait-il  ? Hows the weather?  Ã‚  Ã‚  Il fait beau. It is nice out. / The weather is nice.  Ã‚  Ã‚  Il fait du vent. It is windy. Idiomatic Expressions with'Être' A multitude of idiomatic expressions using  Ãƒ ªtre exist.  Here are a few of the better-known expressions: à ªtre cà ´tà © de la plaque  Ã‚  to be way off the mark, to not have a clueà ªtre bien dans sa peau  Ã‚  to be at ease/comfortable with oneselfà ªtre bouche bà ©e  Ã‚  to be flabbergastedà ªtre dans le doute   to be doubtfulà ªtre dans la mouise  (familiar) to be flat brokeà ªtre dans la panade  (familiar) to be in a sticky situationà ªtre dans son assiette  Ã‚  to feel normal, like oneselfà ªtre de   to be at/in (figuratively)à ªtre en train de   infinitive   to be (in the process of) present participleà ªtre haut comme trois pommes  Ã‚  to be knee-high to a grasshopperà ªtre sur son trente et un  Ã‚  to be dressed to the ninesen à ªtre   to take part inà §a mest à ©gal  Ã‚  its all the same to meà §a y est   thats it, its donecest   it is (impersonal expression)cest   date  Ã‚  its (date)cestdire  Ã‚  that is, i.e., I meancest moi / toi / Paul   thats mine / yours / Paulscest à §a   thats it, thats rightcest cadeauà ‚  Ã‚  Its free, on the housecest dans la poche  Ã‚  Its in the bag, a sure thing, a done dealcest grà ¢ce   Ã‚  its (all) thanks to cest la vie!  Ã‚  thats life!cest le pied  Ã‚  its greatcest parti  Ã‚  here we go, here goes, and were offce nest pas de la tarte  Ã‚  its not easyce nest pas grave  Ã‚  it doesnt matter, no problemce nest pas la mer boire  Ã‚  Its not the end of the worldce nest pas mardi gras aujourdhui  Ã‚  what youre wearing is ridiculousce nest pas terrible  Ã‚  its not that greatce nest pas tes oignons!  Ã‚  none of your business!ce nest pas vrai!  Ã‚  no way! I dont believe it! Youre kidding!est-ce que  Ã‚  no literal translation; this expression is used to ask  questionssoit... soit...   either... or... Conjugations of'Être' Below is the useful present-tense conjugation of  Ãƒ ªtre.  For  a complete conjugation of  tenses, see  all tenses. Present tense je suistu esil estnous sommesvous à ªtesils sont