Marketing Success with Podcast Advertising

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Rich Smith, Founder of Rich M Smith Growth Studio, to unpack what today's most effective marketing leaders actually care about when it comes to growth and performance.From the disconnect between marketing buzzwords and real-world execution to the increasing pressure on teams to prove results, Rich shares a candid look at how CEOs and CMOs are evaluating channels like podcast advertising. The conversation dives into what it really takes to build confidence in a medium where the path to purchase is not always linear, and why strong marketing organizations are shifting how they think about attribution, data, and decision-making.In this episode, we cover:The assumptions CEOs and CMOs still have about podcast advertising Why so much marketing advice sounds good but rarely gets implemented How AI is beginning to reshape marketing strategy and execution If you're navigating how to prove the value of podcast advertising, or looking to better understand how top marketing leaders evaluate performance-driven channels, this episode offers a clear and practical perspective on what actually drives growth.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this special live episode of The Podcast Advertising Playbook, recorded at Podcast Movement Evolutions during SXSW, host Heather Osgood sits down with the team behind Podstock to explore how AI is beginning to transform the way podcast businesses operate. From the origin story of Podstock to the development of their new AI-powered “Agent,” this conversation dives into the real operational challenges podcast teams face today and where automation can actually make a meaningful impact. Rather than replacing teams, tools like Podstock Agent are designed to streamline workflows, reduce manual tasks, and unlock more strategic thinking across podcast networks, studios, and sales organizations. In this episode, we cover: The problem Podstock set out to solve and why AI became the answer What Podstock Agent actually does and how it changes day-to-day workflows The most time-consuming podcast tasks that can now be automated How AI is shifting the economics and scalability of podcast businesses Where podcast teams should start when adopting AI tools If you're thinking about how to scale your podcast business more efficiently, or want a clearer understanding of where AI fits into the industry, this episode offers a grounded, practical look at what's already possible. This episode was recorded during Podcast Movement Evolutions at SXSW with the support of Nomono, SimpleCast, and The Podcast Academy. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Jonas Woost, Co-Founder of Bumper, to explore how podcast measurement is evolving beyond traditional metrics. Jonas shares how shifting from downloads to deeper consumption data can unlock more accurate insights, helping advertisers and publishers make smarter decisions and build stronger campaigns. In this episode, we cover: Why downloads alone fall short and how consumption data provides a clearer view of performance Where impressions fit and what better reporting should look like for advertisers today Why podcast retention and ad engagement are still undervalued and under-communicated What's ahead for the industry, including collaboration, video integration, and AI's impact on creative If you're looking to better understand how measurement is evolving and what it means for your podcast advertising strategy, this episode offers a clear and practical perspective on where the industry is headed.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Jonas Woost, Co-Founder of Bumper, to explore how podcast measurement is evolving beyond traditional metrics. Jonas shares how shifting from downloads to deeper consumption data can unlock more accurate insights, helping advertisers and publishers make smarter decisions and build stronger campaigns. In this episode, we cover: Why downloads alone fall short and how consumption data provides a clearer view of performance Where impressions fit and what better reporting should look like for advertisers today Why podcast retention and ad engagement are still undervalued and under-communicated What's ahead for the industry, including collaboration, video integration, and AI's impact on creative If you're looking to better understand how measurement is evolving and what it means for your podcast advertising strategy, this episode offers a clear and practical perspective on where the industry is headed.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Brian Conlan, President of DAX US, to explore how programmatic buying is reshaping the podcast advertising landscape and why mid-tier and long-tail podcasts may represent one of the most overlooked opportunities in the medium. Brian shares how he entered the podcast space and offers insight into the role DAX US plays in helping advertisers access podcast inventory at scale. Together, he and Heather unpack the assumptions that often drive media planning decisions, why advertisers tend to focus on top-ranked shows, and what brands may be missing when they overlook mid-tier creators and niche audiences. In this episode, we discuss: • Why mid-tier and long-tail podcasts are often undervalued in media plans despite strong audience alignment • How programmatic buying is making it easier for advertisers to scale across a broader range of podcasts • Whether the concept of “mid-tier” podcasts will evolve as buying and execution become more automated If you are looking for smarter ways to scale podcast campaigns while maintaining strong audience alignment, this episode offers a thoughtful look at how expanding beyond the top charts could unlock meaningful performance and reach.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Brian Conlan, President of DAX US, to explore how programmatic buying is reshaping the podcast advertising landscape and why mid-tier and long-tail podcasts may represent one of the most overlooked opportunities in the medium. Brian shares how he entered the podcast space and offers insight into the role DAX US plays in helping advertisers access podcast inventory at scale. Together, he and Heather unpack the assumptions that often drive media planning decisions, why advertisers tend to focus on top-ranked shows, and what brands may be missing when they overlook mid-tier creators and niche audiences. In this episode, we discuss: • Why mid-tier and long-tail podcasts are often undervalued in media plans despite strong audience alignment • How programmatic buying is making it easier for advertisers to scale across a broader range of podcasts • Whether the concept of “mid-tier” podcasts will evolve as buying and execution become more automated If you are looking for smarter ways to scale podcast campaigns while maintaining strong audience alignment, this episode offers a thoughtful look at how expanding beyond the top charts could unlock meaningful performance and reach.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Bryan Barletta, Founder of Sounds Profitable, to discuss how podcast attribution has evolved and what measurement really looks like in a world where audio and video are converging. Attribution in podcasting has come a long way, but it is still widely misunderstood. Bryan shares where measurement is genuinely improving, why some reporting may appear lower than expected, and how advertisers can think more strategically about evaluating performance across platforms like Spotify Video, YouTube, and traditional audio. In this episode, we discuss: How podcast attribution has improved and what is driving greater advertiser confidence What advertisers often misunderstand about podcast measurement and performance data The tradeoffs that come with video podcasting and how it impacts reporting How to think about attribution when campaigns run across audio, Spotify Video, and YouTube What “good enough” attribution looks like and what the future of measurement may hold If you are trying to better understand podcast performance and make smarter decisions with attribution data, this episode offers practical guidance and a clear view of where the industry is headed.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Bryan Barletta, Founder of Sounds Profitable, to discuss how podcast attribution has evolved and what measurement really looks like in a world where audio and video are converging. Attribution in podcasting has come a long way, but it is still widely misunderstood. Bryan shares where measurement is genuinely improving, why some reporting may appear lower than expected, and how advertisers can think more strategically about evaluating performance across platforms like Spotify Video, YouTube, and traditional audio. In this episode, we discuss: How podcast attribution has improved and what is driving greater advertiser confidence What advertisers often misunderstand about podcast measurement and performance data The tradeoffs that come with video podcasting and how it impacts reporting How to think about attribution when campaigns run across audio, Spotify Video, and YouTube What “good enough” attribution looks like and what the future of measurement may hold If you are trying to better understand podcast performance and make smarter decisions with attribution data, this episode offers practical guidance and a clear view of where the industry is headed.

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: How voice-cloned host-read ads work and where demand is coming from Who is selling this type of inventory and how it's being priced Industry reaction to AI-generated content and ads Where authenticity, trust, and scalability intersect Heather brings a thoughtful seller's lens to the conversation, acknowledging the efficiency and creative support AI can offer while also raising important questions about authenticity and whether voice cloning truly addresses the challenges most podcasters face today. The episode offers a balanced, practical look at the potential and the open questions surrounding AI's role in podcast advertising.

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: How voice-cloned host-read ads work and where demand is coming from Who is selling this type of inventory and how it's being priced Industry reaction to AI-generated content and ads Where authenticity, trust, and scalability intersect Heather brings a thoughtful seller's lens to the conversation, acknowledging the efficiency and creative support AI can offer while also raising important questions about authenticity and whether voice cloning truly addresses the challenges most podcasters face today. The episode offers a balanced, practical look at the potential and the open questions surrounding AI's role in podcast advertising.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

To 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 before she ever got started. This episode is part reflection, part reality check, and part roadmap for anyone building in podcasting, media, or entrepreneurship. Whether you're just starting out or deep in the work, there's no shortcut here, just hard-earned insight from ten years in the business.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

To 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 before she ever got started. This episode is part reflection, part reality check, and part roadmap for anyone building in podcasting, media, or entrepreneurship. Whether you're just starting out or deep in the work, there's no shortcut here, just hard-earned insight from ten years in the business.

In 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 offers practical advice for founders considering launching a podcast and highlights the most common mistakes brands make when advertising in the podcast space. In this episode, you will learn: Underused digital marketing tactics brands should be testing right now How podcasting fits into a modern thought leadership strategy Where new brands should focus first: content, paid ads, or community Common podcast advertising missteps and how to avoid them And more This episode is a must-listen for marketers, founders, and agency leaders looking to build authority, make smarter marketing decisions, and use podcasting as a powerful growth lever.

In 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 offers practical advice for founders considering launching a podcast and highlights the most common mistakes brands make when advertising in the podcast space. In this episode, you will learn: Underused digital marketing tactics brands should be testing right now How podcasting fits into a modern thought leadership strategy Where new brands should focus first: content, paid ads, or community Common podcast advertising missteps and how to avoid them And more This episode is a must-listen for marketers, founders, and agency leaders looking to build authority, make smarter marketing decisions, and use podcasting as a powerful growth lever.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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

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 See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This 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 shares his thoughts on the future of creator marketing, and how intelligent automation is reshaping the way teams plan, measure, and optimize spend. They discuss: Why podcasts aren't categorized as influencer marketing—even though many of the same dynamics apply How brands can guide creative without stifling authenticity The role of creativity and strategy in generating true brand advocacy When direct response vs. brand marketing makes the most sense How today's tools and emerging IA capabilities could streamline campaign planning and measurement Whether you're evaluating where podcasts fit within your 2026 media mix or looking to better integrate creator strategies across channels, this episode offers clear, practical insight into how to make your campaigns more effective. Steve's experience helps demystify the overlap between podcasting and influencer marketing, giving advertisers the clarity they need to plan smarter and grow faster.

This 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 shares his thoughts on the future of creator marketing, and how intelligent automation is reshaping the way teams plan, measure, and optimize spend. They discuss: Why podcasts aren't categorized as influencer marketing—even though many of the same dynamics apply How brands can guide creative without stifling authenticity The role of creativity and strategy in generating true brand advocacy When direct response vs. brand marketing makes the most sense How today's tools and emerging IA capabilities could streamline campaign planning and measurement Whether you're evaluating where podcasts fit within your 2026 media mix or looking to better integrate creator strategies across channels, this episode offers clear, practical insight into how to make your campaigns more effective. Steve's experience helps demystify the overlap between podcasting and influencer marketing, giving advertisers the clarity they need to plan smarter and grow faster.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Matt Drengler, Head of Partnerships at Podscribe, to explore one of the hottest questions in the industry today: how video is changing podcast advertising. Together, they unpack what the data says about video ad performance versus traditional audio-only campaigns, how engagement and attribution differ between the two formats, and what advertisers need to know about tracking conversions when pixels aren't available. Matt also shares insights on how video can expand reach across platforms like YouTube and social media, and whether audiences truly prefer seeing their favorite hosts, or still favor an audio-first experience. If you're curious about where podcast advertising is headed and how to make sense of video's growing role in the space, this is an episode you won't want to miss.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Matt Drengler, Head of Partnerships at Podscribe, to explore one of the hottest questions in the industry today: how video is changing podcast advertising. Together, they unpack what the data says about video ad performance versus traditional audio-only campaigns, how engagement and attribution differ between the two formats, and what advertisers need to know about tracking conversions when pixels aren't available. Matt also shares insights on how video can expand reach across platforms like YouTube and social media, and whether audiences truly prefer seeing their favorite hosts, or still favor an audio-first experience. If you're curious about where podcast advertising is headed and how to make sense of video's growing role in the space, this is an episode you won't want to miss.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Greg Glenday, CEO of Acast, the world's largest independent podcast company. These two industry experts talk about growth, monetization and expansion, and how podcasts are leading the charge in innovative advertising. Tune in to hear: How Acast supports creators and advertisers from start to finish How global expansion is helping advertisers and creators reach larger audiences The nuances in podcast advertising compared to other broadcast channels such as radio Greg's predictions for the next wave of innovation in the podcast industry If you are interested in finding out how you can capitalize on the engagement of podcasts with podcast advertising, this episode is one you won't want to miss.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Greg Glenday, CEO of Acast, the world's largest independent podcast company. These two industry experts talk about growth, monetization and expansion, and how podcasts are leading the charge in innovative advertising. Tune in to hear: How Acast supports creators and advertisers from start to finish How global expansion is helping advertisers and creators reach larger audiences The nuances in podcast advertising compared to other broadcast channels such as radio Greg's predictions for the next wave of innovation in the podcast industry If you are interested in finding out how you can capitalize on the engagement of podcasts with podcast advertising, this episode is one you won't want to miss.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood shares why choosing shows by category isn't the best advertising strategy, and what to do instead. In this episode, you will hear: Why choosing shows by category often falls short How shows within the same category can yield vastly different results What to look for instead: demographics, psychographics and more Tools to help you target your audience with more precision and influence Learn how to avoid this common advertising pitfall and use actionable strategies to boost your next audio-based ad campaign.

In this episode of The Podcast Advertising Playbook, host Heather Osgood shares why choosing shows by category isn't the best advertising strategy, and what to do instead. In this episode, you will hear: Why choosing shows by category often falls short How shows within the same category can yield vastly different results What to look for instead: demographics, psychographics and more Tools to help you target your audience with more precision and influence Learn how to avoid this common advertising pitfall and use actionable strategies to boost your next audio-based ad campaign. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, David "DK" Krulewich joins host Heather Osgood to talk about the value of programmatic ads, and how AI powered ad tech can help maximize both reach and revenue. David Krulewich is the CEO of Mission Media, a company dedicated to driving influence through independent voices. Leveraging the power of audio, CTV, podcasting, and social media, Mission Media connects brands with consumers in the most impactful ways - reaching audiences at meaningful touchpoints through a marketplace of over 100 independent influencers. By harnessing AI-driven contextual targeting, Mission Media enables advertisers to align their messaging with the right content, ensuring powerful brand storytelling and measurable marketing success. In this episode, you will hear: Key differences in host-read ads and programmatic ads Why creators and advertisers should include programmatic in their campaigns How to leverage your back catalog to increase inventory and monetization potential How to drive impact and influence using the latest in programmatic technology Factors that impact overall yield and CPMs through targeting If you're a creator looking for new ways to monetize, or an advertiser looking to add programmatic ad reads to your strategy, this one is for you.

In this episode of The Podcast Advertising Playbook, David "DK" Krulewich joins host Heather Osgood to talk about the value of programmatic ads, and how AI powered ad tech can help maximize both reach and revenue. David Krulewich is the CEO of Mission Media, a company dedicated to driving influence through independent voices. Leveraging the power of audio, CTV, podcasting, and social media, Mission Media connects brands with consumers in the most impactful ways - reaching audiences at meaningful touchpoints through a marketplace of over 100 independent influencers. By harnessing AI-driven contextual targeting, Mission Media enables advertisers to align their messaging with the right content, ensuring powerful brand storytelling and measurable marketing success. In this episode, you will hear: Key differences in host-read ads and programmatic ads Why creators and advertisers should include programmatic in their campaigns How to leverage your back catalog to increase inventory and monetization potential How to drive impact and influence using the latest in programmatic technology Factors that impact overall yield and CPMs through targeting If you're a creator looking for new ways to monetize, or an advertiser looking to add programmatic ad reads to your strategy, this one is for you. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of the Podcast Advertising Playbook, host Heather Osgood sits down with Lauren Passell, Founder and CEO of Tink Media, a podcast growth and discovery company.  Lauren shares how creators can grow their audience and increase discoverability with cross-promotion, interactive audience engagement, and creating the perfect pitch.  You'll hear: Insights from Lauren's success in marketing and PR for audio Strategies to make your show more marketable Ideas for interacting with listeners to make them feel like a part of the show How you can use cross-promotion to grow your audience and increase discoverability If you're curious about what works (and what doesn't) in successful podcast marketing, this one is a must-hear!

In this episode of the Podcast Advertising Playbook, host Heather Osgood sits down with Lauren Passell, Founder and CEO of Tink Media, a podcast growth and discovery company.  Lauren shares how creators can grow their audience and increase discoverability with cross-promotion, interactive audience engagement, and creating the perfect pitch.  You'll hear: Insights from Lauren's success in marketing and PR for audio Strategies to make your show more marketable Ideas for interacting with listeners to make them feel like a part of the show How you can use cross-promotion to grow your audience and increase discoverability If you're curious about what works (and what doesn't) in successful podcast marketing, this one is a must-hear!

On this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Lynn Kestin Sessler, Executive Producer behind children's podcasts and video content for Nickelodeon, PBS, and FableVision. With deep experience in both traditional media and digital storytelling, Lynn shares her perspective on creating engaging, age-appropriate content for younger audiences—especially on video-forward platforms like YouTube. She breaks down the unique challenges and opportunities of reaching kids through podcasting, and why an integrated video strategy is essential in today's landscape. In this episode, we cover: Why YouTube is key to discovery for kid-focused podcasts How to create content that's both fun and safe for young audiences Strategies for YouTube optimization and audience targeting The balance between audio integrity and visual engagement Ethical considerations when producing for children Whether you're a brand or creator working in the family and kids space—or simply curious about what it takes to succeed in youth-oriented podcasting—Lynn's insight offers a smart, strategic lens into a fast-growing segment of the industry.

On this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Lynn Kestin Sessler, Executive Producer behind children's podcasts and video content for Nickelodeon, PBS, and FableVision. With deep experience in both traditional media and digital storytelling, Lynn shares her perspective on creating engaging, age-appropriate content for younger audiences—especially on video-forward platforms like YouTube. She breaks down the unique challenges and opportunities of reaching kids through podcasting, and why an integrated video strategy is essential in today's landscape. In this episode, we cover: Why YouTube is key to discovery for kid-focused podcasts How to create content that's both fun and safe for young audiences Strategies for YouTube optimization and audience targeting The balance between audio integrity and visual engagement Ethical considerations when producing for children Whether you're a brand or creator working in the family and kids space—or simply curious about what it takes to succeed in youth-oriented podcasting—Lynn's insight offers a smart, strategic lens into a fast-growing segment of the industry.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood is joined by Jeff Stormer, Talent Development Manager at True Native Media. With nearly a decade of experience in podcasting, Jeff brings a creator-first perspective to talent recruitment, onboarding, and show development. Jeff shares how his passion for meaningful conversations and relationship-building led him to podcast advertising—and how that same passion fuels his approach to identifying and supporting podcast creators. From evaluating brand readiness to understanding evolving creator mindsets, Jeff offers a behind-the-scenes look at what it takes to thrive on a podcast ad network. You'll hear Jeff's insights on: The qualities that make a podcast “brand-ready” What advertisers are looking for in creators today Why excitement and intentionality matter more than perfection How onboarding works at True Native Media and why it's built for long-term success Whether you're a podcaster looking to monetize or an advertiser curious about what goes into a show's ad potential, this episode provides a rare look at the human side of talent development in the podcast space.

In this episode of The Podcast Advertising Playbook, host Heather Osgood is joined by Jeff Stormer, Talent Development Manager at True Native Media. With nearly a decade of experience in podcasting, Jeff brings a creator-first perspective to talent recruitment, onboarding, and show development. Jeff shares how his passion for meaningful conversations and relationship-building led him to podcast advertising—and how that same passion fuels his approach to identifying and supporting podcast creators. From evaluating brand readiness to understanding evolving creator mindsets, Jeff offers a behind-the-scenes look at what it takes to thrive on a podcast ad network. You'll hear Jeff's insights on: The qualities that make a podcast “brand-ready” What advertisers are looking for in creators today Why excitement and intentionality matter more than perfection How onboarding works at True Native Media and why it's built for long-term success Whether you're a podcaster looking to monetize or an advertiser curious about what goes into a show's ad potential, this episode provides a rare look at the human side of talent development in the podcast space.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood welcomes Scott Simonelli, Founder and CEO of Veritonic, the leading audio intelligence platform. Scott shares how creative testing empowers brands to produce more effective podcast ads—and why this approach is becoming essential as audio advertising matures. From host-read spots to dynamic creative, Scott explains what really moves the needle and how data can guide smarter decisions without sacrificing authenticity. In this conversation, you'll learn: How creative testing works in podcasting and why it's critical for advertisers Whether and how host-read ads can be tested effectively Which elements of creative—messaging, tone, music, voice—have the most impact What surprising insights Veritonic has uncovered through testing How advertisers can use data to optimize live campaigns The right way to balance precise targeting with the trust listeners expect How creative intelligence will shape the future of cross-channel audio advertising If you want to understand how data and creativity intersect to drive podcast performance, this episode is a must-listen.

In this episode of The Podcast Advertising Playbook, host Heather Osgood welcomes Scott Simonelli, Founder and CEO of Veritonic, the leading audio intelligence platform. Scott shares how creative testing empowers brands to produce more effective podcast ads—and why this approach is becoming essential as audio advertising matures. From host-read spots to dynamic creative, Scott explains what really moves the needle and how data can guide smarter decisions without sacrificing authenticity. In this conversation, you'll learn: How creative testing works in podcasting and why it's critical for advertisers Whether and how host-read ads can be tested effectively Which elements of creative—messaging, tone, music, voice—have the most impact What surprising insights Veritonic has uncovered through testing How advertisers can use data to optimize live campaigns The right way to balance precise targeting with the trust listeners expect How creative intelligence will shape the future of cross-channel audio advertising If you want to understand how data and creativity intersect to drive podcast performance, this episode is a must-listen.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Ed Fuller, CEO and Founder of Media Bodies, an influencer marketing agency bridging the worlds of social media and podcast advertising. Ed shares his perspective on why podcast ads aren't just another media buy—they're an authentic extension of influencer marketing itself. He offers insights into how brands are evolving their strategies, the role video plays in today's campaigns, and why measurement is getting more sophisticated. In this conversation, you'll hear: How Ed's agency approaches podcast advertising differently from traditional channels Whether podcast ads should be considered influencer marketing—and why it matters The biggest shifts in the podcast ad landscape over the past 12–18 months What metrics clients really care about when measuring success How podcast ads can work alongside other influencer campaigns A behind-the-scenes look at a standout campaign that delivered exceptional results Whether you're a marketer, agency, or creator, this episode will help you rethink what's possible when podcasting and influencer marketing come together.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Ed Fuller, CEO and Founder of Media Bodies, an influencer marketing agency bridging the worlds of social media and podcast advertising. Ed shares his perspective on why podcast ads aren't just another media buy—they're an authentic extension of influencer marketing itself. He offers insights into how brands are evolving their strategies, the role video plays in today's campaigns, and why measurement is getting more sophisticated. In this conversation, you'll hear: How Ed's agency approaches podcast advertising differently from traditional channels Whether podcast ads should be considered influencer marketing—and why it matters The biggest shifts in the podcast ad landscape over the past 12–18 months What metrics clients really care about when measuring success How podcast ads can work alongside other influencer campaigns A behind-the-scenes look at a standout campaign that delivered exceptional results Whether you're a marketer, agency, or creator, this episode will help you rethink what's possible when podcasting and influencer marketing come together.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this milestone 200th episode, host Heather Osgood takes a look back at some of the most defining conversations and insights shared over the years on The Podcast Advertising Playbook. From the early days of educating marketers on podcast ad basics to tackling today's complex issues around distribution, targeting, and ROI, this episode reflects on how far the industry (and this podcast) has come. Like raising a child, podcasting changes in small, almost imperceptible ways, until you look back and realize just how far it's evolved. We revisit key themes and takeaways from standout episodes, including: Foundational best practices for getting started in podcast advertising How censorship, piracy, and platform policies are shaping the industry The importance of testing and targeting in successful direct response campaigns Emerging trends in programmatic, consolidation, and content growth Smart strategies for reaching broad audiences and building emotional connection through ads Whether you've been with us since episode one or you're tuning in for the first time, this retrospective offers valuable perspective on the evolution of podcast advertising, and what marketers should be thinking about next. Thank you for being part of our journey to 200 episodes!

In this milestone 200th episode, host Heather Osgood takes a look back at some of the most defining conversations and insights shared over the years on The Podcast Advertising Playbook. From the early days of educating marketers on podcast ad basics to tackling today's complex issues around distribution, targeting, and ROI, this episode reflects on how far the industry (and this podcast) has come. Like raising a child, podcasting changes in small, almost imperceptible ways, until you look back and realize just how far it's evolved. We revisit key themes and takeaways from standout episodes, including: Foundational best practices for getting started in podcast advertising How censorship, piracy, and platform policies are shaping the industry The importance of testing and targeting in successful direct response campaigns Emerging trends in programmatic, consolidation, and content growth Smart strategies for reaching broad audiences and building emotional connection through ads Whether you've been with us since episode one or you're tuning in for the first time, this retrospective offers valuable perspective on the evolution of podcast advertising, and what marketers should be thinking about next. Thank you for being part of our journey to 200 episodes!See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Chris Norton, Founder and Managing Director of Prohibition PR and host of Embracing Marketing Mistakes. With a deep background in public relations and brand strategy, Chris brings a unique perspective on how podcasting fits into a successful marketing mix. Chris shares the journey behind building his award-winning agency and what led him to launch a podcast focused on marketing missteps. He explores the power of earned media in the podcast space and why podcasting offers brand storytelling opportunities that traditional channels often miss. Here's what we cover in this episode: How podcasting enhances brand storytelling in a cluttered media landscape Why earned media matters in audio and how brands can tap into it The connection between podcast advertising and PR strategy A marketing mistake that led to surprising insights Where creative growth is headed in podcast advertising Whether you're a brand looking to build trust or a marketer eager to refine your podcast strategy, this conversation is full of actionable insights from both the PR and podcasting worlds.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Chris Norton, Founder and Managing Director of Prohibition PR and host of Embracing Marketing Mistakes. With a deep background in public relations and brand strategy, Chris brings a unique perspective on how podcasting fits into a successful marketing mix. Chris shares the journey behind building his award-winning agency and what led him to launch a podcast focused on marketing missteps. He explores the power of earned media in the podcast space and why podcasting offers brand storytelling opportunities that traditional channels often miss. Here's what we cover in this episode: How podcasting enhances brand storytelling in a cluttered media landscape Why earned media matters in audio and how brands can tap into it The connection between podcast advertising and PR strategy A marketing mistake that led to surprising insights Where creative growth is headed in podcast advertising Whether you're a brand looking to build trust or a marketer eager to refine your podcast strategy, this conversation is full of actionable insights from both the PR and podcasting worlds.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In 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 How to build long-term, authentic sponsor relationships Choosing between baked-in and dynamic ad formats What advertisers are truly looking for when they invest in podcasts Smart monetization strategies for shows with fewer than 5,000 downloads per episode Whether you're a seasoned podcaster or just starting to explore ad revenue opportunities, this episode offers clear, practical advice to help you build a sustainable and values-aligned monetization strategy.

In 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 How to build long-term, authentic sponsor relationships Choosing between baked-in and dynamic ad formats What advertisers are truly looking for when they invest in podcasts Smart monetization strategies for shows with fewer than 5,000 downloads per episode Whether you're a seasoned podcaster or just starting to explore ad revenue opportunities, this episode offers clear, practical advice to help you build a sustainable and values-aligned monetization strategy.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In 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 video-first versus audio-first platforms, as well as actionable tips for podcasters looking to streamline production without sacrificing quality. In this episode, Heather and Mark discuss: Why creators can no longer ignore the power of video The pros and cons of video-first vs. audio-first platforms for discoverability Workflow strategies to reduce burnout when producing in both formats What metrics matter most when tracking multiformat success Common pitfalls creators face when venturing into video Whether you're an audio purist or already dabbling in video, this episode will help you build a sustainable strategy that grows your audience and multiplies your impact.

In 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 video-first versus audio-first platforms, as well as actionable tips for podcasters looking to streamline production without sacrificing quality. In this episode, Heather and Mark discuss: Why creators can no longer ignore the power of video The pros and cons of video-first vs. audio-first platforms for discoverability Workflow strategies to reduce burnout when producing in both formats What metrics matter most when tracking multiformat success Common pitfalls creators face when venturing into video Whether you're an audio purist or already dabbling in video, this episode will help you build a sustainable strategy that grows your audience and multiplies your impact.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood is joined by Angela Hollowell, Podcast Host and Producer of Honey and Hustle. Angela shares how her podcast centers stories of creative entrepreneurs and changemakers, and why building a vibrant, engaged community around that content has been key to its growth. Fresh off her session at Podcast Movement Evolutions, Angela dives into why community-building isn't just a nice-to-have in today's podcast landscape—it's essential. She explains what it means to create a “thriving ecosystem” around a podcast and how this ecosystem can become a powerful value-add for both creators and advertisers. Key discussion points include: How Honey and Hustle connects storytelling with community-building Common pitfalls podcasters face when trying to build community Why advertisers are paying more attention to audience engagement metrics If you're looking to elevate your podcast's impact—not just through downloads, but through deep listener relationships that attract brands—this episode offers practical strategies and fresh insights from the front lines.

In this episode of The Podcast Advertising Playbook, host Heather Osgood is joined by Angela Hollowell, Podcast Host and Producer of Honey and Hustle. Angela shares how her podcast centers stories of creative entrepreneurs and changemakers, and why building a vibrant, engaged community around that content has been key to its growth. Fresh off her session at Podcast Movement Evolutions, Angela dives into why community-building isn't just a nice-to-have in today's podcast landscape—it's essential. She explains what it means to create a “thriving ecosystem” around a podcast and how this ecosystem can become a powerful value-add for both creators and advertisers. Key discussion points include: How Honey and Hustle connects storytelling with community-building Common pitfalls podcasters face when trying to build community Why advertisers are paying more attention to audience engagement metrics If you're looking to elevate your podcast's impact—not just through downloads, but through deep listener relationships that attract brands—this episode offers practical strategies and fresh insights from the front lines.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Join Heather Osgood as she sits down with Joe Cilio, CEO and Co-Founder of Forever Dog Productions, to explore how the network has evolved over the past decade—most recently with a bold pivot into video podcasting. Joe takes us behind the curtain on the logistical and strategic challenges of adding video to an audio-first operation, the monetization opportunities (and limits) across YouTube and Spotify, and why visual storytelling matters now more than ever. He also dives into Forever Dog's innovative approach to talent development, including their groundbreaking work with drag icons through Moguls of Media. In this episode, we cover: What Forever Dog's transition to video really looked like behind the scenes The monetization model for video podcasts—CPMs, simulcasts, and platform payouts How Forever Dog approaches YouTube packaging, set design, and branding Building successful partnerships with creators What a ten-year-old podcast network is doing to stay fresh in 2025 Whether you're a podcast creator, advertiser, or strategist, this episode offers a smart, forward-thinking look at where the industry is headed.

Join Heather Osgood as she sits down with Joe Cilio, CEO and Co-Founder of Forever Dog Productions, to explore how the network has evolved over the past decade—most recently with a bold pivot into video podcasting. Joe takes us behind the curtain on the logistical and strategic challenges of adding video to an audio-first operation, the monetization opportunities (and limits) across YouTube and Spotify, and why visual storytelling matters now more than ever. He also dives into Forever Dog's innovative approach to talent development, including their groundbreaking work with drag icons through Moguls of Media. In this episode, we cover: What Forever Dog's transition to video really looked like behind the scenes The monetization model for video podcasts—CPMs, simulcasts, and platform payouts How Forever Dog approaches YouTube packaging, set design, and branding Building successful partnerships with creators What a ten-year-old podcast network is doing to stay fresh in 2025 Whether you're a podcast creator, advertiser, or strategist, this episode offers a smart, forward-thinking look at where the industry is headed.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

On 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 about setting realistic expectations, embracing the testing process, and building strong, data-driven relationships with your audience. Key discussion points: Why advertisers shouldn't “go in blind” when launching podcast campaigns The importance of working with experts to guide your strategy How testing and iteration lead to long-term success What to do when your campaign doesn't go as planned Why every brand should run a test campaign before committing to long-term partnerships Whether you're new to podcast advertising or trying to figure out why your last campaign didn't work, this episode is a reminder that finding the right fit—just like love—takes time, patience, and a smart strategy.

On 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 about setting realistic expectations, embracing the testing process, and building strong, data-driven relationships with your audience.Key discussion points: Why advertisers shouldn't “go in blind” when launching podcast campaigns The importance of working with experts to guide your strategy How testing and iteration lead to long-term success What to do when your campaign doesn't go as planned Why every brand should run a test campaign before committing to long-term partnerships Whether you're new to podcast advertising or trying to figure out why your last campaign didn't work, this episode is a reminder that finding the right fit—just like love—takes time, patience, and a smart strategy.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This 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 driving innovation in podcast advertising. The trends shaping how brands approach podcast ad campaigns today. How iHeartMedia uses data to enhance targeting and performance measurement. Advice for brands new to podcasting and measuring ad success. How leaders can stay ahead of fast-moving industry shifts, and more! Whether you're a brand, an agency, or an audio insider, this conversation offers valuable insight into the future of podcast advertising—and how to use intelligence to stay ahead of the curve.