Shows
Podcast Advertising PlaybookIs There a Place for AI-Generated Host Reads?On this episode of the Podcast Advertising Playbook, Heather Osgood sits down with Marty Avallone, CEO of Ekoz AI, to explore the growing conversation around AI-generated, voice-cloned host-read ads in podcast advertising.
Marty shares his background and what inspired him to build Ekoz AI, along with a look at how voice cloning is currently being used in live campaigns. Together, they discuss where this emerging format fits within today’s monetization landscape, positioned between traditional host reads and programmatic, and why advertisers and sellers are paying close attention.
In this episode, Heather and Marty discuss:...
2026-02-0434 min
Podcast Advertising PlaybookTrue Native Media: 10 Years of Building Trust and Scaling Podcast AdvertisingTo mark 10 years of True Native Media, VP Nick Gryniewicz steps in as guest host to sit down with founder and CEO Heather Osgood for an honest conversation about what it really takes to build a company in podcast advertising from the ground up.
Together, they reflect on the lessons learned over a decade in business, the pivotal moments that shaped True Native Media’s growth, and the decisions that changed everything along the way. Heather shares the turning points that mattered most, what surprised her about entrepreneurship, and the things she wishes someone had told her be...
2026-01-1426 min
Podcast Advertising PlaybookWhy Focus WinsIn this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Jason Fishman, Co-Founder and CEO of Digital Niche Agency (DNA), to explore how specialization, podcasting, and thoughtful marketing strategy can drive sustainable growth. Jason shares how building a focused niche helped DNA stand out in a crowded digital landscape and why clarity matters more than ever as AI and automation reshape the industry.
Together, Heather and Jason discuss how brands can prioritize their marketing efforts today, from underutilized digital tactics to the role podcasting plays in long-term credibility and thought leadership. Jason also...
2025-12-1740 min
Podcast Advertising PlaybookGuesting, Booking, and Brand Awareness, Oh My!In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Sam Brake Guia, Co-Founder of Podwritten and host of Mics to Millions. Sam works at the center of podcast guesting, booking, and creator strategy, bringing a unique view into how brands and personalities can use interviews to increase visibility and connect with targeted audiences.
Together, Heather and Sam explore:
Why certain industries, especially health and wellness, lean toward podcasts
What makes for successful guest pitching, including timing and seasonality
How brands can use guesting to build authority and increase brand awareness
2025-12-0337 min
Podcast Advertising PlaybookWhere Influencer Meets AudioThis week, host Heather Osgood sits down with Steve Rock, a leader in the influencer and creator marketing space, for a conversation that bridges two worlds advertisers often treat as separate: podcasting and influencer marketing. With deep experience across both industries, Steve brings a grounded, strategic perspective on how brands can think more holistically about creator-led media.
In this episode, Heather and Steve explore why podcast advertising is still misunderstood, how brands can unlock more value from host-read creative, and what it really looks like to pair brand-building and direct response within a single campaign. Steve also...
2025-11-1946 min
Podcast Advertising PlaybookUsing Ads to Monetize Your PodcastIn this special episode swap, Heather Osgood joins Sam Brake Guia on the Mics to Millions podcast for an insightful conversation about what it really takes to monetize a podcast through advertising.
As the founder of True Native Media, Heather brings a wealth of experience to the discussion, breaking down the evolving landscape of podcast monetization—from programmatic ads to host-read endorsements and everything in between.
Key topics covered in this episode:
The pros and cons of programmatic vs. host-read ads
Why mid-sized health podcasts are becoming increasingly attractive to advertisers...
2025-06-1144 min
Podcast Advertising PlaybookCracking Multiformat SuccessIn this episode of The Podcast Advertising Playbook, host Heather Osgood is joined by Mark Pafume, Vice President of Sales and Customer Success at Podbean. With years of experience guiding creators and brands through the evolving podcast landscape, Mark brings a fresh perspective on why combining video and audio is no longer just a nice-to-have, it’s a must for growth-minded podcasters.
Mark dives into the current media environment and explains why now is a pivotal moment for creators to expand their reach across multiple formats. He offers insights on the unique discoverability challenges (and opportunities) of vi...
2025-05-2831 min
Podcast Advertising PlaybookLove Is Blind, But Ads Shouldn’t Be – A Podcast Advertising Playbook SpecialOn this solo episode of The Podcast Advertising Playbook, Heather Osgood dives into the world of podcast advertising through the lens of reality TV’s favorite matchmaking experiment—Love Is Blind. Spoiler alert: when it comes to ads, love at first listen isn’t always guaranteed.Just like the hopeful couples in the pods, advertisers sometimes enter the podcast space with high hopes but no clear strategy. Heather shares why going in blind can lead to unmet expectations and why partnering with podcast ad experts can help you find your perfect match. This episode is all...
2025-04-2311 min
Podcast Advertising PlaybookRewriting the Podcast Ad Playbook with Hetal Patel of iHeartMediaThis week on The Podcast Advertising Playbook, host Heather Osgood sits down with Hetal Patel, President of Ad Intelligence at iHeartMedia, to unpack how data, technology, and strategy are shaping the next era of podcast advertising.With deep expertise in media measurement and a front-row seat at one of the industry's biggest players, Hetal shares how iHeartMedia is harnessing ad intelligence to deliver smarter, more effective campaigns—and what that means for brands looking to make an impact.In this episode, Heather and Hetal discuss:
How ad intelligence is...
2025-04-1640 min
Podcast Advertising PlaybookAd It Up: Podcasting with the IABThis week on The Podcast Advertising Playbook, host Heather Osgood sits down with Matt Shapo, Director of Digital Audio and Video at the IAB, to explore the evolving landscape of podcast advertising—from emerging tech to evolving standards.With podcasting in the spotlight and video on the rise, Matt shares how the IAB is helping guide the industry forward while keeping trust, scalability, and innovation at the center of it all.In this episode, Heather and Matt discuss:
The limitations and opportunities of video podcast advertising.
How host-read ads are evolving—and...
2025-04-0943 min
Podcast Advertising PlaybookInside the Calm: Kirk Martin on Podcasting, Growth & SponsorshipsThis week on The Podcast Advertising Playbook, host Heather Osgood sits down with Kirk Martin, host of The Calm Parenting Podcast, to pull back the curtain on what it takes to build a successful show while staying true to your mission. With millions of downloads and a dedicated audience, Kirk shares how he’s grown Calm Parenting into a go-to resource for parents—and why he decided to bring advertisers into the mix.In this episode, Heather and Kirk discuss:
The inspiration behind The Calm Parenting Podcast and its evolution.
Why...
2025-03-2642 min
Podcast Advertising PlaybookFrom Wonder to Acast: Where Branded Content is Headed NextThis week on The Podcast Advertising Playbook, host Heather Osgood sits down with Shira Atkins, Global SVP of Business Development & Partnerships at Acast and former Co-Founder & Chief Revenue Officer of Wonder Media Network. With Acast’s recent acquisition of WMN, Shira shares insights on the evolution of branded content in podcasting and where the industry is headed next.In this episode, Heather and Shira discuss:
The origins of Wonder Media Network and the market gap it aimed to fill.
What Acast’s acquisition means for the future of branded podcasting.
The...
2025-03-1931 min
Podcast Advertising PlaybookScaling Smarter: The Next Phase of Podcast AdvertisingThis week on The Podcast Advertising Playbook, host Heather Osgood sits down with Eric Smith, President & COO of Incremental Media, to explore the evolution of podcast advertising and what’s next for the industry. With years of experience in media and a front-row seat to podcasting’s growth, Eric shares insights on the biggest shifts shaping the space and how advertisers can navigate the opportunities ahead.In this episode, Heather and Eric discuss:
The journey of Incremental Media and how podcast advertising became a key focus.
The turning point when podcast ads proved to be a majo...
2025-03-1238 min
Podcast Advertising PlaybookPodcasting, Profits & the Power of AudienceliftThis week on The Podcast Advertising Playbook, host Heather Osgood is joined by Robert Tuchman, Co-founder of Amaze Media Labs, to discuss the evolving landscape of podcast advertising and how technology is shaping audience growth and monetization. With a deep background in media and entrepreneurship, Robert shares his journey into podcasting and the innovative tools his team has developed to help creators and advertisers succeed.In this episode, Heather and Robert dive into:
What inspired Robert to launch Amaze Media Labs and how his background led him to podcasting.
The importance of aligning product vision with...
2025-02-2635 min
Podcast Advertising PlaybookFrom Curation to Community: How Podcasts Grow with Arielle NissenblattThis week on The Podcast Advertising Playbook, host Heather Osgood is joined by Arielle Nissenblatt, founder of EarBuds Podcast Collective, podcast community builder, and passionate advocate for audio storytelling. Arielle has dedicated her career to helping listeners discover new shows and supporting creators in growing their audiences through thoughtful curation and community engagement.In this episode, Heather and Arielle explore:
Arielle’s journey into podcasting and what sparked her passion for curating podcasts for diverse audiences.
How she selects the shows featured in EarBuds Podcast Collective and the key factors that make a podcast stand out.
Th...
2025-02-1939 min
Podcast Advertising PlaybookThe Podcasting Crystal Ball: James Cridland on Industry Shifts, Metrics & What’s NextThis week on The Podcast Advertising Playbook, host Heather Osgood is joined by James Cridland, Editor of Podnews and a renowned radio futurologist, for a deep dive into the evolution of podcasting and what’s next for the industry. With years of experience analyzing trends, technology, and audience behavior, James brings valuable insights into how podcasting has transformed—and where it’s headed.In this episode, Heather and James explore:
The origins of Podnews and what inspired James to create a go-to resource for podcast industry news.
The biggest shifts in podcasting over the past five years...
2025-02-1241 min
Podcast Advertising PlaybookThe Sound of Trust: Inside NPM's Approach to Podcast AdvertisingThis week on The Podcast Advertising Playbook, host Heather Osgood is joined by Gina Garrubbo, President & CEO of National Public Media, and Bryan Moffett, COO of NPM and SVP of Network Growth at NPR, for an insightful conversation about NPM's approach to podcasting and advertising. The three dive into:
NPM’s unique position in the podcasting space, leveraging its 50-year legacy in audio journalism to connect with a younger, more diverse audience.
How NPM collaborates with brands to create authentic sponsorships and branded content that resonate with loyal listeners.
The balance between ad load and listener retention, and ho...
2025-01-2933 min
Podcast Advertising PlaybookBehind the Mic with Andrew GiancolaThis week on The Podcast Advertising Playbook, host Heather Osgood is joined by Andrew Giancola, the host of The Personal Finance Podcast and member of True Native Media's roster, for an insightful conversation about podcasting in the personal finance space and how to successfully monetize a podcast. In this episode, the two dive into:
The origins of The Personal Finance Podcast and Andrew’s journey to creating a show that resonates with listeners.
How Andrew turned his podcast into a business, navigating the challenges of monetization and building a sustainable platform.
Strategies for making complex personal finance topics en...
2025-01-2234 min
Podcast Advertising PlaybookBuilding Authentic Connections: Podcast Advertising, Trends, and StrategyThis week on The Podcast Advertising Playbook, host Heather Osgood is joined by Bob Hunt, Senior Director of Audio at Hearts & Science, to discuss the evolving landscape of podcast advertising and how brands can effectively leverage the medium to engage their audiences. In this episode, the two dive into:
An introduction to Hearts & Science and how the agency helps brands create impactful audio strategies.
Expert advice for brands just starting to explore podcast advertising and how to make the most of this growing channel.
The future of podcasting as a medium, including how it’s evolving to build de...
2025-01-1533 min
Podcast Advertising PlaybookThe Future of Podcast Advertising: Insights from Lex FriedmanThis week on The Podcast Advertising Playbook, host Heather Osgood sits down with Lex Friedman, Founder of Lex Friedman Consulting, to explore his journey and insights in the podcasting space. In this episode, the two dive into:
Lex's background and how his experience led him to build a consulting business focused on podcasting.
Shifting trends in podcast advertising and how advertiser approaches have evolved over the years.
The balance between content creation and technological innovation in the future of podcasting, drawing from Lex's experience at ART19 and Wondery.
Promising technologies and trends in podcast advertising that could shape...
2025-01-0840 min
Podcast Advertising PlaybookAdventures in Ads: Behind the Scenes with an Ad Delivery SpecialistThis week on The Podcast Advertising Playbook, our host Heather Osgood sits down with seasoned ad delivery specialist from True Native Media, Hannah Gayhardt, to uncover the secrets behind successful podcast advertising. Whether you're new to the space or looking to fine-tune your strategy, this conversation is packed with valuable insights!Tune in to learn more about:
What’s a Delivery Specialist’s Role? Learn about the behind-the-scenes work that ensures podcast ads are delivered seamlessly to listeners.
Crafting Strong Audio Ads: Discover the key elements that make an audio ad stand out and resonate with your...
2024-11-2735 min
Podcast Advertising PlaybookPodcasting 101: The Ultimate Beginner's Guide for BrandsThis week on The Podcast Advertising playbook, our host Heather Osgood breaks down how companies with zero podcasting experience can take the first steps to dive in, even on a budget. We’ll discuss simple strategies for leveraging podcast interviews, reaching new audiences, and creating a podcast that connects with customers on a deeper level.Key Takeaways:
Interviews as a Low-Cost Entry Point: Start by guesting on established podcasts to build credibility and reach.
Targeted Podcast Outreach: Focus on shows that align closely with your product or service for maximum impact.
Creating a Company Podcast: Use yo...
2024-11-1315 min
Podcast Advertising PlaybookThe AI Revolution: Ads, Ethics, and the Road AheadThis week on The Podcast Advertising Playbook, our host Heather Osgood sat down with Stew Redwine, VP of Creative Services at Oxford Road and Oskar Serrander, Co-Founder and CEO of Wondercraft, to explore the transformative role of AI in the podcast industry. From revolutionizing podcast ads to navigating ethical challenges, we dive into how AI tools are reshaping the way we create, measure, and distribute content. Whether you're a podcaster, advertiser, or AI enthusiast, this conversation uncovers the current landscape and future possibilities for AI-powered podcasting.Tune in to hear more on:
Lord of The Rings...
2024-11-0647 min
Podcast Advertising PlaybookFrom Frenemies to Podcast Pioneers"What I thought was fascinating was some of the talk about content and influencers and what we talked about at the beginning, how people buy from people they trust...people trust creators more than brands."This week on The Podcast Advertising Playbook, our host Heather Osgood, sat down with E.B. Moss of Moss Appeal to discuss their journey from representing the same podcast to becoming powerful female entrepreneurs. Tune in to hear more on:
Swing dancing (yup, you read that right)
Similarities between podcasting and CTV
The rise of integrated podcast campaigns
Controlling ad frequency...
2024-10-2339 min
Podcast Advertising PlaybookTalking Shop with Veritone One“I feel like one of the big [missing pieces] is [tackling] frequency. That is something we’re working on trying to control more with our partners. So a definite need is refined frequency tools, and maybe understanding how much market share we are taking from our competitors”This week on The Podcast Advertising Playbook, our host, Heather Osgood, sat down with the Associate Director of Digital Media at Veritone One, Maggie Beyer, to discuss the state of the podcast market. In this episode, the two breakdown:
Interesting happenings taking place at Veritone One with customers and focus...
2024-10-1629 min
Podcast Advertising PlaybookUnpacking Podscribe's Quarterly Benchmark Report“We talk about how podcast advertising is sort of the last channel without ridiculous ad fatigue. We're starting to sort of enter into a space where we need to be really careful because we're going to start sort of diminishing that.”This week on The Podcast Advertising Playbook, our host, Heather Osgood, sat down with the Head of Growth at Podscribe, Amelia Coomber, to unpack the most recent Quarterly Podscribe Performance Benchmark Report to really dive deep into it’s development, the data and takeaways inside, and what is to come in future reports. Tune i...
2024-10-0948 min
Podcast Advertising PlaybookUnlocking Success: Audacy’s Podcast Playbook & Ad Strategies“There’s only one medium that can you with you from experience to experience in every day life."On today's episode of The Podcasting Advertising Playbook, our host, Heather Osgood, sits down with Senior Vice President, Research and Insights at Audacy, Idil Cakim, to unpack:
Audacy's 2024 Podcast Playbook
Key recommendations for measuring campaign success
Important factors for new advertisers to think about
2024-09-2539 min
Podcast Advertising PlaybookIt's All About Audio"Emotional response comes from sound...no one hums the copy or visual..."Today's episode of The Podcast Advertising Playbook features Scott Simonelli, Founder and CEO of Veritonic. As audio enthusiasts, Heather and Scott unpack:- Where audio came from and the measurement tools that have turned it into a powerhouse today- The growth period audio is still experiencing and what to expect with advertiser adoption- The importance of a strong media mix______________________________________More...
2024-09-1828 min
Podcast Advertising PlaybookRoster Highlight: Jimmy Pardo of Never Not Funny"I am forever grateful that they care, I really am. I'm the luckiest man that our audience stays with us and they care at all. I mean that for sure."In today's episode, our host, Heather Osgood speaks to True Native Media's own Jimmy Pardo of Never Not Funny about:
The birth of his show and breaking into podcasting
The road to podcast monetization
The power of the medium
And more!
_______More of a visual person? Watch this episode on YouTube. Ready to learn more? Ch...
2024-09-1143 min
Podcast Advertising PlaybookPodcast Movement 2024 RewindThat’s one of the challenges with this space is that we do have a level of disorganization that we are working to try and unify, but we also have to remember the value of the podcast industry is the individual contributor. It is beautiful that we can all get together as an industry and have our own role to play within this whole ecosphere.In today’s episode, our host, Heather Osgood, unpacks Podcast Movement 2024 and the value of face-to-face connection within the industry.Tune in to learn more about:
Wins from Podcast Move...
2024-08-2821 min
Podcast Advertising PlaybookA Peek Behind the Curtain: Team Spotlight“The beauty of podcasting is that you can actually help people get to conversion faster through a quality ad read”In today’s episode, our host, Heather Osgood, is joined by Audrey Renken, Account Executive at True Native Media, sales expert and podcast conissuer. Tune in to hear the two discuss:
What advertisers are looking for in podcasts
The things that move the needle for podcaster in approving advertisers
Favorite podcasts
Predictions for the future of podcasting
More of a vis...
2024-08-2131 min
Podcast Advertising PlaybookMini Masterclass: Tracking Those ResultsWelcome to the final episode of our Podcast Advertising Mini Masterclass!Over the past four weeks, we’ve released four new episodes that act as a mini masterclass on different aspects of podcast advertising. If you haven’t listened to the other episodes, make sure you listen to episode one first. Today’s episode is all about tracking your campaign and what to do with those results.
How do you know what’s actually working?
Which is better, a unique URL or a promo code?
Should you use pixel tracking?
How do you learn...
2024-07-3120 min
Podcast Advertising PlaybookMini Masterclass: Talking Points & CTAsWelcome to Episode 3 of our Podcast Advertising Mini Masterclass!Make sure to catch up on our Mini Masterclass by listening to the last two episodes. Next week, we’ll release our final episode to round out this series. Today’s episode is all about talking points and CTAs.
What should your talking points to hosts look like?
Why are talking points so important?
How can you have a strong call to action?
______________________________________More of a visual person? Watch this episode on YouTube. Ready to learn more? Check out our blog for m...
2024-07-2413 min
Podcast Advertising PlaybookMini Masterclass: Target Like A ProWelcome to Episode 2 of our Podcast Advertising Mini Masterclass!Over the next few weeks, we’ll be releasing new episodes that serve as masterclasses on different aspects of podcast advertising. If you haven’t yet, make sure you listen to last week’s episode. Today’s episode is all about targeting.
Why is targeting so important?
What kind of targeting is available?
Who can you target?
______________________________________More of a visual person? Watch this episode on YouTube. Ready to learn more? Check out our blog for more podcast advertising tips. If you get...
2024-07-1712 min
Podcast Advertising PlaybookMini Masterclass: Before The CampaignWelcome to Episode 1 of our Podcast Advertising Mini Masterclass!Over the next four weeks we’ll be releasing four new episodes that act as a masterclass to different aspects of podcast advertising. Today’s episode is all about what to do before you start your campaign.
What are your goals?
How do you establish your brand?
How are you going to buy ads?
______________________________________More of a visual person? Watch this episode on YouTube. Ready to learn more? Check out our blog for more podcast advertising tips. If you get value fro...
2024-07-1011 min
Podcast Advertising PlaybookDifferent Ad Buys Belong In Different Buckets“But, I think when you talk about programmatic, it really comes down to everything that is not hot read or sponsorship through the show.” In today’s episode, our host, Heather Osgood, is joined by Paul Lajoie, a seasoned professional and the Director of Brand and Agency Partnerships at Triton Digital, a leading SSP (supply-side platform) in the podcasting industry. Tune in to hear the two discuss:
CTV and shifting those ad dollars into podcasting
What an SSP is and how Triton Digital is a flagship company
Scalability within programmatic advertising
How an increase in transpare...
2024-06-2638 min
Podcast Advertising PlaybookShare Of Voice, Episodic Separation, & Ad LoadThis solo episode features our host, Heather Osgood, and she answers questions about a hot topic in advertising: Share of Voice. According to Sounds Profitable, Share of Voice refers to the percentage of impressions that one advertiser receives measured against the total impressions within a specific ad position or an entire episode. Tune in to hear Heather discuss Share of Voice and how it works in tandem with episodic separation and overall ad load. ______________________________________More of a visual person? Watch this episode on YouTube. Ready to learn more? Check out...
2024-06-1913 min
Podcast Advertising PlaybookDon’t Judge a Podcast By Its Cover“But the thing that I love about podcasting, even still today, is that the film industry is so gigantic, and there are so many stakeholders and different voices involved in making any kind of decision. Podcasting, when I first got into it, still felt like the silent movie days. Like we were all kind of a bunch of amateurs jumping into this business and figuring it out.” In today’s episode, our host, Heather Osgood, is joined by Ben Mathis, the Chief Content Officer at Airwave. Ben shares his journey to becoming the Head of Content at Airwave...
2024-06-1235 min
Podcast Advertising PlaybookIt’s All Content Driven“If we’re truly going to hit our goals, it’s going to be essential for us to offer, all in unison if possible, the same opportunities to invest in podcasting that advertisers have in the video and the rest of the audio space.” In today’s episode, host Heather Osgood is joined by John Fitzgerald, the EVP of Ad Sales at DAX US. Tune in to hear Heather and John discuss:
The shift in advertisers being interested in the whole package, not just podcasts
Is it true that you should only advertise on the top 1% of podcasts...
2024-05-2943 min
Podcast Advertising PlaybookExclusivity & Good Ad Reads“When we’re talking about that host read endorsement piece, it is really important that you have exclusivity because it feels inauthentic as the listener is being recommended products, right? Like maybe a little bit of whiplash, last week you said this product was great, and now you’re saying something else with a similar product.” A lot goes into making a good ad read. It’s your job as the brand to set your hosts up for success by sending them talking points about the product, but still letting them have their creative freedom. Additionally, once you have a...
2024-05-2218 min
Podcast Advertising PlaybookIAB’s Podcast Advertising Revenue ReportIt’s our favorite time of the year at The Podcast Advertising Playbook - time for the IAB’s Podcast Advertising Revenue Report! We love this report because it has everything to do with revenue in the podcast and advertising space: How much did we bring in? Did we hit our goals? What are we expecting to achieve? In this solo episode, host Heather Osgood breaks down the report, sharing key highlights and her opinions on what this means for the industry's future. Read the report here: IAB Podcast Advertising Revenue Report ______________________________________More...
2024-05-1510 min
Podcast Advertising PlaybookWhat Even Is A Podcast Anymore?“I do worry about that. We don’t want podcasting to turn into other mediums where it’s just cluttered and kind of white noise. The ads work because we’re respectful of the listener.” Podcasts are constantly changing and evolving — the podcasts we have today are incredibly different from the podcasts we had ten years ago. To help us keep track of the changes is Greg Glenday, the Global Chief Business Officer at Acast. Greg is a longtime podcast enthusiast, and the perfect person to discuss the evolution of podcasting and what the future might hold. Tune in t...
2024-05-0838 min
Podcast Advertising PlaybookThe Power of Simulcasting“If you talk to a lot of younger folks, they say, ‘Yeah, I’ve been watching that podcast.’ They don’t say listening. If you notice, ‘Oh yeah, I watched that the other day.” They don’t say listened.”The increasing overlap between audio and video is a constant conversation we have on The Podcast Advertising Playbook, but our guest today provides new insight. Craig Jordan, SVP of Podcasts & Brand Partnerships at Studio71, peels back to the curtain to reveal what's really happening in the video world. Tune in to hear him and Heather discuss:
The current state...
2024-04-2440 min
Podcast Advertising PlaybookA Discussion of Programmatic Ads at SXSWThis final episode of our live at SXSW series isn’t one you’ll want to miss. First, Heather is joined by Mattia Verzella from Spreaker, where the two discuss:
Concerns with programmatic ads
Why programmatic ads allow you to scale
The importance of transparency
Advancements in technology and what this means for podcast advertising
Finally, Lindsey Jara Wald and Shweta Nalawade from Tinuiti round out our SXSW conversations by discussing:
The advantages of having everything in-house
Podcast ads as middle-of-funnel marketing
Running an advertising campaign that isn’t just podcast ads
...
2024-04-1738 min
Podcast Advertising PlaybookBranded Podcasts & Simulcasting“Because obviously, a 30, 60, or 90-second ad could be effective, but [branded podcasts] are more of a longer-term strategy of building a community around that like specific program.” In the third installment of our Live at SXSW series, Heather is joined by Camille Laurente from Hueman Group Media and Michael Kropko from Ad Results Media. First, Camille gives listeners a crash course on branded podcasts. She and Heather discuss:
The importance of trust when creating a branded podcast
How to make branded podcasts sound more human and less corporate
Next, at around 14 minutes, Michael shares hi...
2024-04-1027 min
Podcast Advertising PlaybookYouTube Viewership & Pixel-Based AttributionWelcome to our second live interview from SXSW!In today’s episode, Heather is joined by A.J. Feliciano from The Roost and Cameron Hendrix from Magellan AI. First, tune in to hear Heather and A.J. discuss:
Why viewership is as important as listenership
The importance of making your ads fun
Choosing where to put advertisers with both video and audio
Then, starting at 19:06, Heather and Cameron discuss:
Magellan AI’s new pixel-based attribution
The death of the cookie and its role in attribution tracking
How YouTube can affect cur...
2024-03-2732 min
Podcast Advertising PlaybookBottom of Funnel Podcast AdvertisingWe’re doing things a bit differently in the upcoming weeks. Our host, Heather Osgood, spent last week at SXSW with some of the best industry professionals in the podcasting space. Our next few episodes will feature conversations filmed at SXSW. This episode features Rob Peterson, the Director of Marketing at Good Karma Brands. Tune in to hear him and Heather discuss:
Why big brands like ESPN might choose podcast advertising
Tips for running a successful test campaign
Why it’s important to get more people to listen to podcasts
The importance of keyword searching ...
2024-03-2021 min
Podcast Advertising PlaybookYouTube & The Future of Podcasting“I think if you marry the right buying tactics to hit the client’s objectives, [podcast advertising] could really work for everyone. I think it’s just a matter of being very considerate and looking at putting together the best campaign possible.”On this week’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by Stephanie Bower, Director of Audio at Horizon Media. Stephanie shares insight from her several years of experience in the industry to help listeners determine how to create a successful podcast ad campaign. Tune in to hear Heather and Stephanie d...
2024-03-1336 min
Podcast Advertising PlaybookTargeting A Broad Audience“I think as people’s attention spans are getting smaller and smaller, you have to get more and more, and more and more, hits in their brain.” We spend a lot of time here at The Podcast Advertising Playbook talking about how to target your audience. How there are various demographics you should use to build your target audience and make sure they hear your ad. But what if your company has a broad audience? How do you target for a company that, theoretically, anyone could benefit from? Tune in today’s episode to find out.
2024-02-2845 min
Podcast Advertising PlaybookFostering Successful Partnerships“We like to say we choose people over programming. We have really great vendors, like True Native, and partners that we’ve worked with over the years, and there are new ones coming into the space, but you know your inventory, you know the shows. We trust you.” Content is changing - podcast hosts don’t just do audio anymore. Instead, they’re branding out to different forms of content and including those in podcast advertising deals. To help us navigate the ever-changing world of content, Kirsten Tannen from Direct Results joins Heather on this week’s episode of Th...
2024-02-2140 min
Podcast Advertising PlaybookYou Should Be Gifting Your Hosts Samples“[Podcast ads are] a way to get them to the site, which then allows us to initiate all other communication.” In today’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by David Dahle, the Chief Operating Officer at Tanasi. David’s advertising strategy is a bit different than most since his company deals with CBD - which means the rules of advertising are much stricter. Tune in to hear Heather and David discuss:
Advertising challenges with CBD
Why some podcasts work better than others for advertising
The importance of gifting product samples to y...
2024-02-1428 min
Podcast Advertising PlaybookAn Introduction to Buying Podcast AdsPodcasts have been around for 20 years, and in those 20 years, podcast ad buying has been evolving and evolving. It can be so daunting for new buyers in the space to start their first campaign because oftentimes, no one tells them where to start, which is why I created this episode as a one-stop shop for anyone who needs an introduction to podcast ad buying. Some key things you’ll learn in this episode are:
The two main ways to buy podcast ads.
The differences between the different types of ads (host-read, announcer read, producer read...
2024-01-3117 min
Podcast Advertising PlaybookThe Ins and Outs of Programmatic Advertising“What’s interesting about programmatic is that it has a life cycle.”Our first guest of the year is Tomas Rodriguez, Senior Director of Audio Partnerships at The Trade Desk - and he answers ALL of our questions regarding programmatic ads!Tune in to learn more about:
How The Trade Desk is changing the game in programmatic advertising
Why podcasting is in a different programmatic stage than other industries
How transparency impacts programmatic ads
The hidden impact it can have in localized campaigns
The COVID-19 impacts we’re still dealing with
______________________________________More of a vi...
2024-01-2440 min
Podcast Advertising PlaybookHow To Succeed With Podcast Advertising“The other thing to consider is that you have a lot of competitors in your space - that are advertising on podcasts. And you’re all going to the same podcasts to advertise. Then really, what you’re doing is cutting into your ability to really stand out and not be there right next to your competitor.”We’re going back to the basics on today’s episode of The Podcast Advertising Playbook. Join Heather Osgood as she shares her best tips to ensure advertisers are successful when they venture into podcasting advertising. These tips include:
...
2024-01-1719 min
Podcast Advertising PlaybookA 2023 Podcasting Recap“Certainly, we started the year very hopeful, but there was a lot of uncertainty about where the economy was headed. I will say that it has not been as rocky a year as it certainly could have been. So I’m very thankful for that.” 2023 has been full of many ups and downs, and now it’s time to talk about it. Join Heather Osgood as she does her annual yearly recap of the podcasting industry. ______________________________________________________________More of a visual person? Watch this episode on YouTube. Ready to learn more...
2023-12-2724 min
Podcast Advertising PlaybookPodcast Ads Need A Human Touch“When you’re getting a host read ad - there are a variety of different hosts. Not everyone is a professional radio announcer and podcaster, which is what makes it beautiful but also makes it hard.” In the world of AI, it can seem like we’re losing more and more of that human touch, but that’s what makes podcasting so special. This week, Heather Osgood is joined by Lex Friedman, founder of Lex Friedman Consulting, to talk about why networks being high-touch with their podcasters is a good thing! The two also discuss...
2023-12-2052 min
Podcast Advertising PlaybookIt’s Time To Be Transparent“It’s amazing how many layman people out there who aren’t in the marketing and advertising world don’t realize that there’s actually a connection between, “of, if I go buy this product, it helps the host’... That authentic request is so important.”We’ve said it before, and we’ll say it again - podcast advertising is so successful because of the relationship the host has with their audience. That relationship is ultimately what the brand is purchasing when they buy an ad campaign. But with so many different types of ads, hosting platforms, an...
2023-12-1351 min
Podcast Advertising PlaybookLet’s Talk About Frequency Capping“My recommendation to buyers is to take any predictions from a frequency-capped campaign with a grain of salt.”Frequency capping is the ability to define the maximum number of times an ad can be delivered to a listener within a given time period - and it’s the newest hot topic in podcasting. At True Native Media, we noticed that there were a lot of questions and ambiguity surrounding frequency capping, so we turned to our software expert, Anthony Firn. After extensive research, Anthony created his own model for understanding the nuances of frequency capping, and tod...
2023-11-2941 min
Podcast Advertising PlaybookPodcasts & PR 101PR isn’t about hosting parties and drinking cosmos in the Hamptons - even if that’s what Samantha Jones and Sex and the City led us to believe. This week, Heather is joined by Molly DeMellier, PR Lead at Acast, and she sets the record straight on what PR actually is! Acast is the hosting distribution and monetization platform for podcasts across the open ecosystem, and Molly shares her insider knowledge about how PR is closely related to podcasting. Tune in to hear Heather and Molly answer:
What is PR?
Who really owns an ad? ...
2023-11-2242 min
Podcast Advertising PlaybookHow To Build A Better Campaign“But it’s interesting just to see how social media is important, but it doesn’t always convert. Just because I’ve got a million followers doesn’t mean I’m going to get a million listeners, right?”On today’s episode of The Podcast Advertising Playbook, Heather is joined by Kerry Tracy, SVP of Advertising at Podbean. Kerry is a veteran in the media world and has amassed a wealth of knowledge over his career - and today, he’s sharing that with you. Tune in to hear Heather and Kerry discuss:
Three key components to b...
2023-11-1535 min
Podcast Advertising PlaybookSports Podcasting On A National Level“Think of our NFL network, it’s 38 podcasts. To source 38 podcasts, you don’t want eight different publishers and 38 different onboarding calls and invoices - it can be a nightmare. So for us, we like to just make it as easy for an advertiser as possible to activate with those micro-communities of fans for specific teams, but they’re able to do so at the highest level of activation with the NFL network.” On today’s episode of The Podcast Advertising Playbook, Heather is joined by Bryan Goldmark, Head of Sales at Locked On Podcast Network. Bryan shares his un...
2023-11-0844 min
Podcast Advertising Playbook2023 Predictions RevisitedIf you’re an avid listener of The Podcast Advertising Playbook, you know that at the end of each episode, Heather asks her guests what their predictions for the podcast industry are. And in today’s episode, we revisit these predictions and see who got it right. These predictions span all types of topics, including:
Content
Ad Types
YouTube
Economy
Package Selling
Creative
Tech Advancements
______________________________________More of a visual person? Watch this episode on YouTube. Ready to learn more? Check out our blog for more podcast advertising tips. If you get valu...
2023-10-2518 min
Podcast Advertising PlaybookThe Increase of Dynamic Creative Optimization“Speaking as myself, as a consumer, if I’m hearing the ad multiple times, but it’s not the same every time, that goes a long way in enhancing the overall experience.” In today’s episode of The Podcast Advertising Playbook, our host Heather Osgood is joined by Shasta Cafarelli, Senior Vice President of Media Strategy at Tinuti. Shasta shares her insight on the strategic approach Tenuiti has taken to integrate podcast advertising with other marketing channels to create a seamless brand presence. Tune in to learn more about:
Why it’s important to integrate diff...
2023-10-1847 min
Podcast Advertising PlaybookYouTube And Its Impact On Podcasting“So this definition that we’ve had for many years, that a podcast is only media distributed via an RSS feed, is being broken apart now and being expanded. And a lot of folks in the industry don’t like that.” In today’s episode of The Podcast Advertising Playbook, Heather asks the question, “What is a podcast?”The answer might be more complex than you think. Heather is joined by Rob Greenlee, founder of Spoken Life Media. Rob shares his extensive knowledge of podcasting, taking us on a journey from its early days when podcas...
2023-10-1136 min
Podcast Advertising PlaybookDoes (Audience) Size Actually Matter?The biggest myth in podcast advertising is that bigger audiences produce bigger results. That’s just not true. Yes, a bigger audience can produce bigger results, but smaller podcasts often have more engaged audiences and can produce better results for an advertiser on a cost-per-listener basis.In this week’s episode of The Podcast Advertising Playbook, Heather Osgood debunks the myth that audience size is all that matters for podcast advertising. ______________________________________More of a visual person? Watch this episode on YouTube. Ready to learn more? Check out our blog for mor...
2023-09-2714 min
Podcast Advertising PlaybookMastering Long-Term Advertiser Relationships“Some of the ad loads on some podcasts now are like six and a half minutes, and bam, you’re into another ad. And it drives me insane. I unsubscribe from those shows. I think as a content creator, you have to really think about the ad load.”It’s every creator’s dream to have a long-standing successful relationship with an advertiser, and Todd Cochrane has cracked the code. Todd is famous for his relationship with GoDaddy, and in today’s episode, he shares his secret for fostering this almost 18-year relationship. Todd and Heather also...
2023-09-2055 min
Podcast Advertising PlaybookA Deep Dive Into Buyer PerceptionWho better to describe the buyer’s perception of podcast advertising than Tom Webster? Tom is a partner at Sounds Profitable, a collection of media properties that cover both strategic and tactical changes to the business of podcast advertising - and we’re so lucky to have him on the podcast! “Podcasting continues to punch below its weight in advertising and revenue, and how much of that is due to lack of education or awareness?”Tune in to hear Heather and Tom discuss:
Whether or not advertisers find value in host-read ads.
Why buyers a...
2023-09-1333 min
Podcast Advertising PlaybookLet’s Talk About Podcast MovementA few times a year, professionals from the industry get to see each other in person for an event fully dedicated to podcasting. Our team just got back from Podcast Movement, and True Native Media CEO Heather Osgood can’t wait to share everything she learned. Tune in to learn about:
The different renditions of programmatic advertising you’ll be seeing soon
All the ways podcasting is similar to CTV
How to economy is affecting podcast advertising
New opportunities in the podcast space
The different ways the industry is continuing to grow
________________________________________More of a vi...
2023-09-0618 min
Podcast Advertising PlaybookCrafting A Cohesive Advertising CampaignMichael Jenson, CEO of Rhapsody Voices, joins Heather Osgood on this week’s episode of The Podcast Advertising Playbook. The two delve into the dynamic landscape of podcast advertising, including the things you need to know to craft a cohesive ad campaign. Tune in to learn:
How to combat certain misconceptions about podcast advertising
What Heather considers to be the “PR problem” in podcasting
One major thing advertisers should stop doing
Ways the rebounding economy is affecting podcast advertising
________________________________________More of a visual person? Watch this episode on YouTube. Ready to learn mor...
2023-08-2339 min
Podcast Advertising PlaybookPodcast Ads & Scalability“[Podcasting] continues to grow. It’s the fastest-growing medium. In fact, compared to any other medium out there, it is surpassing the growth of influencer [marketing] as well.”It’s easy to compare podcasting to other mediums like TV or radio and say podcasting can’t compare or that it’ll never catch up - but we don’t agree. Podcasting is an incredibly fast-growing medium, and if you’ve ever had questions about its scalability, you’re in the right place. On this week’s episode of The Podcast Advertising Playbook, Heather is joined by Elli Dimitroulakos...
2023-08-1644 min
Podcast Advertising PlaybookThe Right Partnerships Increase Brand Loyalty“[The audience] has intentionally gone to this podcast. They’re choosing to listen. They’re choosing to engage. They’re choosing to be a part of that community. And the reason they’re doing that is because that host or that creator is presenting content in a way that is like-minded to their values and their views.”Partnering with the right host could create customers who are loyal to your brand for years, but partnering with the wrong one could lead to a lot of wasted time and effort. Jennifer Potter, VP of Business Development at Radio America, is...
2023-08-0944 min
Podcast Advertising PlaybookThe Basics of Starting a Campaign“You know, as much as we all love podcasting, and we’re here talking about it, it can be difficult to navigate, and it can be difficult to know exactly where to go.” We love podcasting. We (probably) love podcasting more than the average person, but even we can admit it’s a bit difficult to get your footing when you start with podcast ads. Luckily for you, Matt Cisneros, founder of Backyard Ventures, joins Heather Osgood on today’s episode to go over all the basics. In this episode, Heather and Matt discuss:
Do hosts need...
2023-07-2646 min
Podcast Advertising PlaybookPodcasting is Under Construction“Things like Facebook, CTV, etc. Like basically any other digital sort of channel, the ad tech ecosystem, the tools that advertisers use and that publishers use to get ads out there, is a lot more mature and a lot more bulletproof, and podcasting is… I think it’s safe to say that’s not necessarily the case in podcasts.That’s still very much under construction.” It might not seem like it since it’s all we talk about on The Podcast Advertising Playbook, but podcasting is still pretty new. Podcast advertising is nowhere near as established...
2023-07-1940 min
Podcast Advertising PlaybookPrioritizing Brand Sustainability“We always try to say, no matter how much data we have, no matter how strong of a relationship we have with our hosts, things can still happen.”The threat of controversy is always in the back of an advertiser’s mind. What if the show they’re partnering with offends people? What if old, harmful tweets from the host come to light? There’s no way to know what the future holds, but there are ways you can prioritize your brand’s sustainability. Today’s episode of The Podcast Advertising Playbook is a special one because, fo...
2023-07-1241 min
Podcast Advertising PlaybookUtilizing a Niche Audience“I think that’s how a lot of really good podcasts are made. When you’ve got that passion, and you have a message that you really want to share and get out into the world - and there’s no trepidation of, like, I have to have everything planned out perfectly.”It’s not every day that we talk about True Native Media on The Podcast Advertising Playbook, but today’s guest is one of the many hosts we work with. Gillian Tietz is the host of the Sober Powered podcast and founder of Sober Powered Media, a netwo...
2023-06-2833 min
Podcast Advertising PlaybookIt's All About the Data“So, there is something here. This medium works - it builds trust. It’s more authentic, and it just creates that craved for human connection that people really want. And especially when they’re thinking about brands. I think people really want to trust the brands that they work with. And podcasting does that.” We’ve said it a hundred times - podcasting is unique because of the relationship built between the host and the audience. When a host recommends a brand to their audience, it’s as if they’re a friend recommending a product. ...
2023-06-2132 min
Podcast Advertising PlaybookPodcast Advertising on a Global Scale“Australians are used to hearing a US accent deliver a Blue Apron ad. And because of that, when Australians hear a US accent in an ad space on a podcast, they tend to now switch off because they know that product’s not for them.” We talk a lot about podcast advertising here on The Podcast Advertising Playbook, but we rarely talk about it on a global level. Corey Layton, Head of Digital Audio/iHeartPodcast Network Australia at ARN, is here to share his experience leading podcast advertising on the other side of the world. In today...
2023-06-1439 min
Podcast Advertising PlaybookNPR Style Ads“I think we kind of owe it to ourselves as publishers to remember what made podcast ads so effective in the first place - they actually sounded authentic.”NPR is one of America’s largest media companies - so they must be doing something right!In today’s episode, Heather Osgood is joined by Brett Robinson, Senior Vice President of Ad Operations at NPR. During their conversation, they discuss:
Ways the podcast industry has changed over the years.
How ads are run at a non-profit.
The importance of building trust between a brand and listeners. ...
2023-05-2438 min
Podcast Advertising PlaybookIAB’s 2023 Podcast Ad Revenue ReportIt’s time for the IAB’s annual Podcast Advertisement Revenue Report! IAB stands for the Interactive Advertising Bureau, and each year they put together an event where advertisers and content creators alike come together and talk about opportunities within the podcast space - but we’re most excited for the revenue study. This revenue study gives us a great picture of where we’ve been and where we’re going when it comes to podcast advertising. In today’s episode, True Native Media CEO Heather Osgood is here to break down the revenue study a...
2023-05-1710 min
Podcast Advertising PlaybookAvoid Advertiser Fatigue“I have certainly had conversations with some of the OGs in the podcast space that are like, ‘Hey, podcasts were created to be ad-free. We were trying to get away from this in terrestrial radio, and that’s why we started podcasting.’I totally get that, but also, it feels like there are people you can reach on podcasts that you can’t reach with any other marketing messages.” Getting ads on your podcast is only half the battle. The real work comes when you create your ad and find a balance between the number of ads and th...
2023-05-1037 min
Podcast Advertising PlaybookPodcast Advertising is Influencer Marketing“If you’ve never done podcast advertising before, when you run your first campaign, as much as I would love to say that it’s gonna knock it out of the park, it probably isn’t.” Your first ad campaign probably won’t be your best - but we all have to start somewhere, right? Sarah Marini, Senior Manager of Audio Partnerships at Athletic Greens, joins True Native Media founder Heather Osgood on today’s episode. Sarah shares her wealth of knowledge surrounding successful podcast ads, including why it’s okay if your first ad isn’t a home run. ...
2023-04-2639 min
Podcast Advertising PlaybookGet Excited About Your Ads“It’s a privilege to get the attention of advertisers. Just as much as it's a privilege for advertisers to be able to work with certain publishers and podcast hosts.”Podcast ads aren’t always easy to produce, and we can all tell when the host is phoning it in. This week’s guest is right; finding a show to advertise on and having ads on your show is a privilege - one that should be taken seriously by both parties. A.J. Feliciano, Head of The Roost Podcast Network, joins True Native Media CEO Heather Osg...
2023-04-1946 min
Podcast Advertising PlaybookGetting Thoughtful With Ad Formats“What makes podcast advertising unique is the ability to establish intimate relationships that are real, and, you know, aren’t digital.” We’ve all heard the joke - if you’re a podcast host, you get a mattress! And who knows more about mattress podcast ads than Ashleigh Colón, Offline Media Manager at Eight Sleep?We think she’s the expert, which is why she’s joining Heather Osgood on today’s episode of The Podcast Advertising Playbook. While mattress ads are a category of their own, Ashleigh also offers her expertise on:
How audience size...
2023-04-1242 min
Podcast Advertising PlaybookYour 2023 Podcast Movement Recap“So I want to close out and leave you with this thought: How are we elevating the voice of the podcast host?”It’s easy to feel isolated when you’re in podcasting. A lot of the time, you’re working alone behind a computer screen, but the podcast community is amazing - which is why we LOVE podcast events. Our True Native Media sales team joined our CEO and VP at Podcast Movement Evolutions in Las Vegas, Nevada. Today, Heather gives her recap of everything you need to know about the future of podcasting. This in...
2023-03-2217 min
Podcast Advertising PlaybookA Guide To Pixel Tracking“The great thing about Pixel Solutions, to your point, is that you’re not asking the client to complete an extra step, to remember a URL, or to remember a promo code. You’re allowing them just to access the website however is easiest for them, and then we can tie that to the actual show that drove them there.” If you’ve spent any amount of time in the podcasting industry, you’ve heard about pixel tracking. But what does that mean? What are pixels? That’s exactly what Caleb Mansfield explains on today’s episode of The P...
2023-03-1542 min
Podcast Advertising PlaybookDo You Have Too Many Podcast Ads?“Yes, there’s a warning that podcast listeners want to get away from ads, and they’re starting to recognize ads on podcasts… [but] people still trust podcast advertisements more than they do radio or TV ads.” Podcast ads are special because the listeners trust to host like they trust their best friend. But is it possible to have too much of a good thing? That’s exactly what Gabriel Soto, Director of Research at Edison Research, aims to answer on today’s episode of The Podcast Advertising Playbook. In this episode, Heather and Gabriel discu...
2023-03-0839 min
Podcast Advertising PlaybookThe Podcast Industry Is Changing“We cannot continue to sign contracts that say the ad is going to live in the episode forever. That’s right. You heard it - forever.”Today, Heather Osgood is back with a solo episode to discuss the changes she’s been seeing in the podcast industry. This includes:
Faked in ads and why we need to start calling them what they are.
Ways to make dynamically inserted ads more successful.
Why we should move towards a pure CPM pricing model.
The podcast industry is changing… are you able to keep up...
2023-03-0119 min
Podcast Advertising PlaybookApproach Your Next Campaign w/ Confidence ft. Brittany Bernado“The other thing is, if you’re utilizing host read ads and the host is game, please let them do their thing. The host knows how to speak to their audience, and they know what resonates.”We are so excited to introduce our new Senior Director of Revenue and Sales Strategy, Brittany Bernado! Brittany joined the True Native Media team a few months ago, and she’s ready to share her wealth of knowledge with us here at The Podcast Advertising Playbook. Brittany and Heather discuss:
A successful three-prong strategy for advertising
Why advertisers need to le...
2023-02-2237 min
Podcast Advertising PlaybookYour 2023 Podfest Recap w/ Nick Gryniewicz“The thing that I heard [at Podfest] that was kind of interesting was a speaker that used the phrase, ‘‘spend time with your audience.’ Podcasting can be this kind of one-way street where you’re talking at the audience, and in many ways, the audience kind of talks back to you, but you don’t necessarily respond… If you invest your time in them, other people will see that, and you’ll build more of a community there.” Our very own VP, Nick Gryniewicz, is back again with Heather Osgood on today’s episode of The Podcast Advertisin...
2023-02-1525 min
Podcast Advertising PlaybookConstructing a Good Ad w/ Lindsay Graham“No one is really special… You have the same problems as everyone else, and if you can connect with some sort of empathy to the problem that’s being solved by this [product], I think you will find an audience in the sponsorship.” We’ve all heard a podcast host start an ad read by saying, “I SWEAR I’d never promote a product I didn’t love and use every day.” As consumers, this transparency is part of the reason we love podcasts, but is the host being too selective? Could they ethically promote a product they don’t...
2023-02-0848 min
Podcast Advertising PlaybookDo Podcasts Have a Privacy Issue? w/ Jordan BentleyWe’ve all heard the horror stories of smart homes listening to your conversations when they shouldn’t be or mentioning you need a product and immediately getting a targeted ad for it. As our society gets more reliant on technology, privacy is a hot topic. Which begs the question, is there a privacy issue in podcasting? Audiohook founder Jordan Bentley joins Heather Osgood on the newest episode of The Podcast Advertising Playbook. Tune in now to find out if Heather and Jordan have concerns about privacy in the podcasting industry. In addition to privacy, they discuss:
Wh...
2023-01-2544 min
Podcast Advertising PlaybookPodcasts Can’t Survive Without Diversity w/ Tangia Al-awaji Estrada“When we don’t have that level of diversity in our industry, it doesn’t bode well because you’re very quickly going to be irrelevant. As those younger people and those new minds come into things, if it doesn’t engage them, they just won’t deal with it. There won’t be like some kind of fight by the next generation to save podcasting. They just won’t engage with it.”Tangia Al-awaji Estrada is the co-founder of BIPOC Podcast Creators, and today she sat down with Heather Osgood to talk about diversity and podcasting.
2023-01-1847 min
Podcast Advertising PlaybookAn Audio Revolution w/ Jay Green“One of the things that you and I had been talking about is this idea of creating a successful relationship from beginning to end… We want the content creator to be rewarded. We want the ad seller to be rewarded, and we want the advertiser to be rewarded. It has to be a win across the board.”In today’s episode of The Podcast Advertising Playbook, Heather is joined by Jay Green. Jay is the SVP, Podcast Strategy & Operations at Cadence13 and has great experience in the advertising space.Heather and Jay discuss:- Wha...
2023-01-1134 min
Podcast Advertising PlaybookA True Native Media Deep Dive w/ Nick Gryniewicz“So, the way that I always love to think about it is for the independent podcaster, True Native Media really acts as a pseudo sales arm.”In over 100 episodes of The Podcast Advertising Playbook, Heather Osgood hasn’t spent a lot of time talking about what we do at True Native Media - but that’s about to change. Heather is joined by our brand new Vice President, Nick Gryniewicz, to tell you everything you need to know about how True Native Media can take your podcast from a hobby to a full-time job. In this epis...
2022-12-2135 min
Podcast Advertising PlaybookThe World of Programmatic Ads w/ Rockie Thomas“I have to remind people… Let’s just say audio or digital. Audio, in general - it’s a perishable media.” Once the opportunity to monetize on audio is gone, it’s GONE. That can sound pretty scary if you’re new to podcast advertising, but the CRO of SoundStack, Rockie Thomas, believes programmatic ads can capitalize on optimization in real time. In our newest episode of The Podcast Advertising Playbook, Heather Osgood and Rockie Thomas discuss:
Programmatic ads & the different ways to work with them
The power of personal endorsements
Dynamically inserting ads vs. embedding ads
...
2022-12-0743 min
Podcast Advertising PlaybookYou Can’t Have Back-to-Back Ads w/ Thomas Mancusi“I’m a sales guy, but if I could sell things and see it affect someone else’s livelihood and go from, you know, doing what was a hobby to doing what they love is part of the love that I have for [the podcasting] space.”If you’ve made it to this episode, you must love the podcasting space as much as we do. And one of the reasons we love it so much is because everyone is so willing to help everyone else. Which is exactly what Thomas Mancusi, CRO at AudioBoom, did on today’s...
2022-11-2341 min
Podcast Advertising PlaybookContent Alignment and How It Impacts Advertising Results with Ame Fuhlbruck“My biggest encouragement is always keeping an open mind. Keep an open mind and keep very strict reporting. Both are equally important. And, with those paired, I think you can create a very easy roadmap for successful advertising within the podcast industry.” One of the cornerstones of successful advertising is always testing new things, but who hasn’t been stuck in their comfort zone before? If you’re currently feeling a little stuck, you’re in the right spot. In today’s episode, Heather Osgood is joined by True Native Media’s very own accoun...
2022-11-0921 min
Podcast Advertising PlaybookDark Social Has Transformed The Buyer's Journey with Chris Walker"Marketers that continue to copy the Salesforce playbook from 2006 for their 50-person SaaS company will continue to struggle. Nobody in a growth phase can win with this strategy anymore." Chris Walker Founder and CEO of Refine Labs.Buyers are taking an entirely new approach to make a purchasing decision. They are using slack communities, podcasts, social posts, friends' recommendations, and events to find solutions to their problems. Marketers stuck in the old ways will fall off if they don't understand how to use and measure their success with dark social and zero-click content.
2022-09-1443 min
Podcast Advertising PlaybookWhat 17 Years of Podcast Advertising Taught Me With Todd CochraneI feel like I have been in podcast advertising forever (6 years). But then I talked to Todd Cochrane, a friend, and fellow podcast enthusiast, who has been selling ads on his show and many others for 17 years, and I realized there is always so much to learn."Smaller shows have much higher engagement than bigger shows. The audiences are much more loyal. They're much more willing to try a product or service because they support the podcast."He shares his secret sauce for keeping his advertisers and audience happy...
2022-08-0345 min
Podcast Advertising PlaybookHost-Read Dynamic Insertion Ads Versus Embedded Ads.In this episode, Host Heather Osgood breaks down the difference between host-read dynamic insertions ads and embedded ads. She discusses how the industry is evolving and why dynamic insertion is on the rise.
2020-01-1316 min