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In this episode of Imperfect Marketing, I sit down with Eric Smith, President & COO of Incremental Media, to explore the world of podcast advertising and how businesses can leverage it effectively.

Eric shares his journey from Vox Media to building Incremental Media’s podcast division from the ground up. We discuss:

The Evolution of Podcast Advertising

• How podcast ads connect to traditional marketing like package inserts
• Why host-read endorsements deliver stronger trust and engagement
• The rise of podcasts as a core channel for brands seeking diversification

Demystifying Podcast Attribution

• Why promo codes only tell part of the story
• How tools like Podscribe bring digital-style tracking to podcasts
• Understanding the real ROI of podcast campaigns

Finding the Right Fit for Brands

• Why “considered purchases” outperform impulse buys
• How niche podcasts often deliver stronger results than large shows
• The importance of testing across multiple categories—not just your own industry

Getting Started with Podcast Advertising

• Practical steps to launch a test campaign
• Budget flexibility and how to avoid overspending
• Why partnering with experts can help you identify the right shows

Key Takeaways for Marketers

• Storytelling and authenticity make podcast ads powerful
• Data and attribution tools are critical for measuring success
• Diversification matters—sometimes the best-performing shows aren’t what you expect

Connect with Eric Smith:
LinkedIn: https://www.linkedin.com/in/eric-smith-a0a07b54/

Website: https://www.incrementalmedia.com/

Whether you’re a small business owner curious about podcast advertising or a seasoned marketer looking to diversify your media mix, this episode offers valuable insights into harnessing the power of podcast audiences.

Are you ready to explore how podcast advertising could transform your business? Tune in to learn how to navigate this fast-growing and effective marketing channel.

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