Marketing Success with Podcast Advertising

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 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.

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.

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.

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.

This 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 where they still shine. What the IAB is doing to improve transparency in programmatic. Whether DAI is helping or hurting the listener experience. Ad load best practices and where the industry can improve. The future of AI in podcast advertising. If you're looking to stay ahead of where podcast advertising is headed—or better understand the standards shaping the space—this episode is packed with insight you won't want to miss!

This 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 Kirk started accepting advertisers and what makes a great brand partnership. How he balances authenticity with sponsorships. Strategies he's used to grow his audience. What he wishes he had known before starting his podcast. If you're a podcaster looking to grow your show while staying true to your voice—or an advertiser wondering what makes a podcast partnership successful—this episode is a must-listen!

This 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 biggest misconceptions brands have about branded content. How brands should think beyond audio to maximize impact. The evolution of podcast advertising and what's next in 2025. If you want to stay ahead of the curve in branded podcasting, this episode is packed with expert insights!

This 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 major force in media. The most rewarding aspects of working in the podcast industry. The biggest industry shifts that have influenced how advertisers approach podcasting. Common mistakes brands make when entering the space—and how to avoid them. How the industry can balance ad volume with a great listener experience. What's next for Incremental Media and the innovations shaping the future of podcast advertising. If you want an inside look at the podcast ad industry from a seasoned expert, this episode is packed with valuable insights!

This 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 the needs of podcasters and advertisers. How Audiencelift helps creators grow their audience and increase monetization opportunities. Real-world success stories showcasing Audiencelift's impact on podcast engagement and revenue. The role of technology in improving podcast advertising and the tools podcasters can use to maximize their ad potential. What excites Robert the most about the future of podcasting and where the industry is headed. If you're looking for expert insights on audience growth, podcast monetization, and the latest innovations in podcast advertising, this episode is a must-listen!

This 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. The evolution of the podcasting landscape—from changes in content and audience behavior to shifts in monetization strategies. The impact of social media platforms like Twitter, Instagram, and TikTok on podcast promotion and audience growth. Why podcast collaborations can be a game-changer for creators and what makes a partnership truly successful. Arielle's insights on building strong podcast communities and fostering deeper listener engagement. If you're interested in podcast discovery, audience growth strategies, and the power of community in audio, this is an episode you won't want to miss!

This 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 and how they've impacted creators, advertisers, and listeners. Key trends shaping the future of podcasting and what to expect in the next 3-5 years. The ongoing debate around podcast analytics—what's working, what's missing, and where measurement is headed. The differences between downloads, streams, and plays—why they matter and what they really tell us about audience engagement. Why podcast players hold back data on listening behavior and what that means for advertisers and creators. If you're looking to stay ahead of the curve in podcast advertising and industry trends, you won't want to miss this conversation with one of the most knowledgeable voices in the space!

This 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 how NPM's creative and technology help advertisers reach the right audience at the right time. The power of branded podcasts and soundscapes in driving brand awareness, with successful examples from clients like Organic Valley and Capital One. Key insights from NPM's Transfer of Trust study, highlighting how its audio-first approach results in more memorable and effective brand messaging. And much more! Tune in for an in-depth conversation on how NPM is shaping the future of podcast advertising, delivering high-quality content, and fostering long-lasting relationships with both listeners and brands.

This 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 engaging and accessible for a broad audience. Notable podcast ad campaigns that stood out to Andrew, and what makes effective podcast advertising. Advice for advertisers: What do podcasters wish advertisers knew about podcast advertising to create more successful partnerships? Andrew's most rewarding moments in his podcasting career, including episodes and topics that have had a lasting impact on both him and his listeners. The future of podcasting in the personal finance space and how Andrew plans to evolve with it. And much more! Tune in for an in-depth conversation on how podcasters can navigate the world of podcast advertising, the challenges of creating engaging content, and the opportunities that lie ahead in the personal finance podcasting space.

This 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 deeper, more authentic connections with listeners. How Hearts & Science integrates podcasting into larger brand campaigns, and the role it plays within a modern media mix. Emerging trends that will shape the podcast advertising industry in the next few years, and how brands can stay ahead of the curve. And much more! Tune in for an insightful conversation on how brands can navigate the world of podcast advertising and position themselves for success in the years to come.

This 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 the industry by 2025. Key challenges in audience targeting and measurement, and what solutions could emerge in the next 3-5 years. The evolving role of podcast hosting platforms in delivering better targeting, measurement, and analytics for advertisers. And much more!

This week on The Podcast Advertising Playbook, we dive into the evolving landscape of brand safety in podcasting and explore how it differs from other media like digital ads and social media with Valerie Reimer, VP Ad Tech & Product Partnerships at Acast. From the growing importance of audience trust to the unique challenges brands face when advertising in kids' content, we cover the key factors shaping brand safety today. Plus, we discuss the legal and ethical considerations brands must navigate and what's on the horizon for the future of podcast advertising. Listeners will dive into: How brand safety in podcasts require more control over tone and trust compared to digital ads or social media. The ways in which brand safety goes beyond avoiding controversy and the necessary focus on relevance, tone, and building trust. Advertising in kids' podcast and key points for strict legal and ethical guidelines for age-appropriate content.

Today on the podcast, we're excited to feature a conversation from the Signal Award-winning show Podcast Perspectives, produced by our friends at The Podglomerate (the podcast firm specialized in producing, distributing, and monetizing podcasts for high-profile clients including Netflix, PBS, NPR stations, Harvard Business School, and more). Podcast Perspectives brings on audio leaders and industry executives to walk through the biggest news of the day and to go deep on topics that podcasters need to know - like production techniques, IP and rights issues, ad tech, podcasting's role in media at-large, and more.  On this special episode, we're featuring their conversation between The Podglomerate's founder/CEO Jeff Umbro and speaks with Lisa Laporte, CEO of TWiT.tv about the ebbs and flows of ad sales and how to create a meaningful podcast advertising campaign in today's market. Listen to more episodes of Podcast Perspectives and follow the podcast: https://listen.podglomerate.com/show/podcast-perspectives/ 

This 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 audience. Measuring Podcast Success: Get expert tips on how to effectively track the performance of your podcast ads and optimize for better results. To learn more, subscribe to the Podcast Advertising Playbook

This week on The Podcast Advertising Playbook, we're joined by Chris Bowlby, SVP of Sales at Soundrise, for an in-depth look at the dynamic landscape of podcast advertising. We explore key topics such as ad load, spot placement, and transparency issues, as well as the impact of Soundrise's partnership with PRX on non-profit podcasting and programmatic ad sales. Plus, we discuss the vital role independent podcasters play in shaping the future of podcast advertising. Tune in for insights on: Navigating the intricacies of ad load The rise of programmatic advertising in the non-profit sector Key comparisons between podcasting and CTV And much more! To learn more, subscribe to the Podcast Advertising Playbook

This 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 your own show to engage with potential clients and create meaningful conversations. Exploring Podcast Advertising: Learn how podcast ads can be an effective way to extend your brand's reach. To learn more, subscribe to the Podcast Advertising Playbook

This 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 & Home Alone (kidding, kind of...) How AI is currently enhancing the creation of podcast content, from automation to personalization, and what the future holds How AI tools are helping craft more compelling, data-driven podcast ads while also discussing potential risks and ethical concerns How AI is changing the way we track and analyze success in podcasting, with new metrics and insights for creators and advertisers And more To learn more, subscribe to the Podcast Advertising Playbook

"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 & more! To learn more, subscribe to the Podcast Advertising Playbook

“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 areas to meet industry needs Unpacking the industry-wide conversation on frequency and frequency capping The role audio plays in a successful, full-funnel media mix, And more! _______________________________________________________________ To learn more, subscribe to the Podcast Advertising Playbook

“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 in to learn: Key takeaways to help advertisers create the most effective ads possible Insights on what podcasters can take away from these reports Considerations for comparing the efficacy of audio to traditional advertising channels And more! ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“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

"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 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

"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? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

That'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 Movement 2024 Leaning into technological advancement  The importance of continued conversation in and about the space __________________________________________________________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“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 visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

Welcome 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 from your campaign results?  ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

Welcome 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 more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

Welcome 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 value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

Welcome 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“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 transparency leads to a rise in brand safety  Who handles different ad buys with an omnichannel approach  ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

This 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 our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“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, a podcast network of over 100 podcasts and YouTube channels, and his opinions on the current podcasting landscape.  Tune in to hear Heather and Ben discuss:  Why advertisers need to consider the type of content just as much as the audience demographic  Breaking the stereotypes often associated with different genres of podcasts  What to consider in terms of brand safety and content alignment  The state of content integration with other channels like YouTube and Newsletters The dangers of too narrowly defining podcasts  ___________________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“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?  What level of targeting actually exists for podcasting?  The benefits of taking a broad approach to selecting shows ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“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 good ad, making sure you have exclusivity with the show ensures that the ad remains authentic.  Tune in to this week's episode to hear our host Heather Osgood discuss:  Exclusivity and why it is important with host read ads  The importance of making sure your programmatic ads are categorized right  How to set your host up for success to create a great ad read  Why giving a host a script isn't always the best idea  How to create good talking points about your product ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

It'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 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“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 to hear him and Heather discuss:  What Acast is doing for podcasting  How has podcasting evolved with other forms of media?  The importance of making your ads compelling  ____________________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“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 of simulcasting  The importance of intentional listening in podcasting  Secrets to a successful advertising campaign  The future of direct results in podcast advertising  Why video attribution is the biggest thing missing from the industry ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

This 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  ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“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 his insights from being a part of Ad Results, one of the largest podcast ad buyers in the space. Tune in to hear:  Why they consider triangulation to be the gold standard  Different approaches to simulcasting and ‘vodcasts'  How to reach someone across different forms of media  Whether or not advertisers are buying both audio and video ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

Welcome 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 current attribution tracking results  ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

We'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  ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“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 discuss:  The importance of a holistic evaluation for hosts as content creators  Where programmatic ads fit in the media mix  How simulcasts on YouTube can affect advertising  Why we might be able to look to YouTube to see the ways podcasting might mature  ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“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.  Yev Pusin, the Senior Director of Marketing at Backblaze, joins Heather Osgood. Listen now to hear them talk about:  How the advertising landscape has shifted to prioritize podcasts. Ways to identify shows to partner with when your audience is incredibly broad.  Different ways to target listeners.   Where bad ads lose listeners.  The biggest barriers to direct response advertising.  Ways to build an emotional connection during an ad read for a product that isn't “sexy.”  ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“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 The Podcast Advertising Playbook.  Tune in to hear: Why content silos are disappearing What data influences good buying decisions How to vet podcasts to ensure a good campaign  How the concept of “lean in listening” impacts results  Tips for how companies can succeed with podcast advertising ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“[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 your hosts  ______________________________________ 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 from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook