Podcasts about podcast advertising playbook

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.

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!

Heather Osgood is the owner of True Native Media, and returns to talk about the same thing we talked about last time - podcast monetization strategies. A lot has changed since Heather's last visit on the show, but one thing that has not changed is suggesting podcasters consider their niche audience when seeking advertisers. And podcast monetization methods extend beyond traditional ads; consider Patreon support, affiliate partnerships, and direct brand relationships. Heather emphasizes the importance of understanding different ad types as well: baked-in, dynamic insertion, and host-read ads; each with unique pricing and engagement strategies.One golden suggestion from Heather - know which advertisers to approach. Podcasters should focus on mid-level companies within their industry rather than large, hard-to-reach brands. The key is creating long-term partnerships by understanding an advertiser's expectations and delivering value and added value.Something else we often forget is to highlight podcasting's unique strength: high listener engagement, with audiences typically consuming 80% of an episode compared to seconds on social media platforms. Her podcast brokerage service offers another monetization avenue, helping podcasters sell their shows to interested buyers or networks. Do you know how much of your show listeners are consuming? Apple and Spotify have that data for you, if you know how to access it.You definitely want to follow Heather's show, Podcast Advertising Playbook, and if you feel your show is ready to be represented by True Native Media - reach out to her and her onboarding team. (She explains who would be an ideal partner in the show)A Transcript and video of the show is available on our network page.Please sign up for the SOUNDING OFF Newsletter. Full of all the things you never knew what you were missing in your life.Also we added the Sound Off Podcast to the The Open Podcast Prefix Project (OP3) A free and open-source podcast prefix analytics service committed to open data and listener privacy. You can be a nosey parker by checking out our downloads here.Thanks to the following organizations for supporting the show:Nlogic - TV & Radio Audience Data SolutionsMary Anne Ivison at Ivison Voice. - Make her the female voice of your radio station.Megatrax - Licensed Music for your radio station or podcast production company.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 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.

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 

"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 

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  

“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  

“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 

“The other thing to consider is that you have a lot of competitors in your space - that are advertising on podcasts. And you're all going to the same podcasts to advertise. Then really, what you're doing is cutting into your ability to really stand out and not be there right next to your competitor.” We're going back to the basics on today's episode of The Podcast Advertising Playbook.  Join Heather Osgood as she shares her best tips to ensure advertisers are successful when they venture into podcasting advertising. These tips include: Choosing the right show or genre  Standing out amongst your competitors  Utilize the host as an influencer  Navigating shows of different sizes  How you set your host up for success with an ad read  ________________________________________________________ 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 it's interesting just to see how social media is important, but it doesn't always convert. Just because I've got a million followers doesn't mean I'm going to get a million listeners, right?” On today's episode of The Podcast Advertising Playbook, Heather is joined by Kerry Tracy, SVP of Advertising at Podbean. Kerry is a veteran in the media world and has amassed a wealth of knowledge over his career - and today, he's sharing that with you.  Tune in to hear Heather and Kerry discuss: Three key components to building a successful ad campaign.  How much of the population *actively* listens to podcasts.  Insights they've gained from going from buying to selling.  Mistakes new advertisers should avoid.  ______________________________________ 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

“Think of our NFL network, it's 38 podcasts. To source 38 podcasts, you don't want eight different publishers and 38 different onboarding calls and invoices - it can be a nightmare. So for us, we like to just make it as easy for an advertiser as possible to activate with those micro-communities of fans for specific teams, but they're able to do so at the highest level of activation with the NFL network.”  On today's episode of The Podcast Advertising Playbook, Heather is joined by Bryan Goldmark, Head of Sales at Locked On Podcast Network. Bryan shares his unique insight into the challenges and benefits of advertising on shows with a localized audience - like fans of a specific sports team.  Heather and Bryan also discuss: How LockedOn taps their hosts to create an authentic ad read. Questions that arise when representing sports-centered shows.  Pros and cons of dynamic ad insertion.  Challenges with tracking the success of a podcast ad campaign.  The one podcast ad that made Heather and Bryan buy the 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

If you're an avid listener of The Podcast Advertising Playbook, you know that at the end of each episode, Heather asks her guests what their predictions for the podcast industry are. And in today's episode, we revisit these predictions and see who got it right.  These predictions span all types of topics, including:  Content Ad Types  YouTube  Economy Package Selling Creative  Tech Advancements  ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get 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 

“Speaking as myself, as a consumer, if I'm hearing the ad multiple times, but it's not the same every time, that goes a long way in enhancing the overall experience.”  In today's episode of The Podcast Advertising Playbook, our host Heather Osgood is joined by Shasta Cafarelli, Senior Vice President of Media Strategy at Tinuti. Shasta shares her insight on the strategic approach Tenuiti has taken to integrate podcast advertising with other marketing channels to create a seamless brand presence.  Tune in to learn more about: Why it's important to integrate different marketing channels into your overall marketing strategy  How creative rotation is key to preventing ad fatigue for listeners  Where podcast advertising lands in your marketing funnel How to combat certain challenges like creative quality and geotargeting & everything you need to know about creative optimization.  ______________________________________ 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

“So this definition that we've had for many years, that a podcast is only media distributed via an RSS feed, is being broken apart now and being expanded. And a lot of folks in the industry don't like that.”  In today's episode of The Podcast Advertising Playbook, Heather asks the question, “What is a podcast?” The answer might be more complex than you think.  Heather is joined by Rob Greenlee, founder of Spoken Life Media. Rob shares his extensive knowledge of podcasting, taking us on a journey from its early days when podcasters were skeptical about the term “podcast” to the current landscape where the definition of podcasting is expanding.  Tune in to hear: Why some people are hesitant about the changing definition of what counts as a podcast Whether or not “YouTube podcasts” can technically be called a podcast.  How the different metrics on YouTube can impact podcast advertising buys.  If your podcast is on YouTube, this is not an episode you'll want to miss.  ______________________________________ 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 biggest myth in podcast advertising is that bigger audiences produce bigger results.  That's just not true. Yes, a bigger audience can produce bigger results, but smaller podcasts often have more engaged audiences and can produce better results for an advertiser on a cost-per-listener basis. In this week's episode of The Podcast Advertising Playbook, Heather Osgood debunks the myth that audience size is all that matters for podcast advertising.  ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for 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 

Michael Jenson, CEO of Rhapsody Voices, joins Heather Osgood on this week's episode of The Podcast Advertising Playbook. The two delve into the dynamic landscape of podcast advertising, including the things you need to know to craft a cohesive ad campaign.  Tune in to learn: How to combat certain misconceptions about podcast advertising What Heather considers to be the “PR problem” in podcasting  One major thing advertisers should stop doing Ways the rebounding economy is affecting podcast advertising ________________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn 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

“[Podcasting] continues to grow. It's the fastest-growing medium. In fact, compared to any other medium out there, it is surpassing the growth of influencer [marketing] as well.” It's easy to compare podcasting to other mediums like TV or radio and say podcasting can't compare or that it'll never catch up - but we don't agree. Podcasting is an incredibly fast-growing medium, and if you've ever had questions about its scalability, you're in the right place.  On this week's episode of The Podcast Advertising Playbook, Heather is joined by Elli Dimitroulakos, the Global Head of Ad Innovation at Acast. Heather and Elli discuss:  How to scale in podcasting. Is it true that you only need to advertise on the top 100 shows?  Why bigger shows aren't always better for advertisers.  A new era of programmatic ads.  Will creative be delegated by AI in the future? Where do you go to buy programmatic ads?  Why you should be buying programmatic ads AND host read 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 

“Things like Facebook, CTV, etc. Like basically any other digital sort of channel, the ad tech ecosystem, the tools that advertisers use and that publishers use to get ads out there, is a lot more mature and a lot more bulletproof, and podcasting is… I think it's safe to say that's not necessarily the case in podcasts. That's still very much under construction.”  It might not seem like it since it's all we talk about on The Podcast Advertising Playbook, but podcasting is still pretty new. Podcast advertising is nowhere near as established as radio advertising, TV advertising, or even social media marketing. But things are changing.  In today's episode, Jared Lake, Head of Media Investments at Ocean Media, joins Heather Osgood to discuss: Why podcast advertising doesn't always fall into the influencer marketing bucket Certain challenges involved in buying podcast ad campaigns What we're all doing wrong with ad campaigns Brand objectives and how they translate in a podcast ad Are certain brands better suited for podcast advertising?  What happens when you include a podcast in your launch strategy?  ________________________________________ 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 always try to say, no matter how much data we have, no matter how strong of a relationship we have with our hosts, things can still happen.” The threat of controversy is always in the back of an advertiser's mind. What if the show they're partnering with offends people? What if old, harmful tweets from the host come to light? There's no way to know what the future holds, but there are ways you can prioritize your brand's sustainability.  Today's episode of The Podcast Advertising Playbook is a special one because, for the first time, Heather is joined by two leaders in the industry, Tamara Zubaity and Jennifer Laine. Tamara and Jennifer are experts in brand sustainability, and along with Heather, they discuss: The impact of Stakeholder Capitalism The Global Alliance for Responsible Media (GARM) and its place in the podcast industry Brand Safety vs. Brand Sustainability  How to handle hosts in a controversy  AI vs. Machine Learning ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“I think that's how a lot of really good podcasts are made. When you've got that passion, and you have a message that you really want to share and get out into the world - and there's no trepidation of, like, I have to have everything planned out perfectly.” It's not every day that we talk about True Native Media on The Podcast Advertising Playbook, but today's guest is one of the many hosts we work with. Gillian Tietz is the host of the Sober Powered podcast and founder of Sober Powered Media, a network that empowers podcasters to market, grow, and monetize their show.  In this week's episode, Heather and Gillian discuss:  Why the shows on the Sober Powered Media Network perform so well How you should position your ads to be relevant to your audience Why a small, niche audience is not a bad thing Top suggestions for new advertisers in the podcasting 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

“So, there is something here. This medium works - it builds trust. It's more authentic, and it just creates that craved for human connection that people really want. And especially when they're thinking about brands. I think people really want to trust the brands that they work with.  And podcasting does that.”  We've said it a hundred times - podcasting is unique because of the relationship built between the host and the audience. When a host recommends a brand to their audience, it's as if they're a friend recommending a product.  But don't take our word for it; there's data to back this claim up.  Lindsay Tjepkema, CEO & Co-Founder of Casted, joins Heather Osgood on this week's The Podcast Advertising Playbook episode. Tune in to hear them discuss:  The science behind why podcast advertising is so successful.  What increased privacy measures say for the future of targeted advertising.  Ways a host can resonate with their audience.  How you can learn who exactly is listening to your podcast.  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“Australians are used to hearing a US accent deliver a Blue Apron ad. And because of that, when Australians hear a US accent in an ad space on a podcast, they tend to now switch off because they know that product's not for them.”  We talk a lot about podcast advertising here on The Podcast Advertising Playbook, but we rarely talk about it on a global level. Corey Layton, Head of Digital Audio/iHeartPodcast Network Australia at ARN, is here to share his experience leading podcast advertising on the other side of the world.  In today's episode, Heather and Corey discuss:  How the rest of the world views programmatic and dynamically inserted ads.  Global prices for podcast ads. The shift from baked-in ads to DAI.  Why some advertisers are asking for full integration with podcasts.  Is video taking away from audio?  Get in touch with Corey - coreylayton@arn.com.au ___________________________________________________________________ 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 LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“It's a privilege to get the attention of advertisers. Just as much as it's a privilege for advertisers to be able to work with certain publishers and podcast hosts.” Podcast ads aren't always easy to produce, and we can all tell when the host is phoning it in. This week's guest is right; finding a show to advertise on and having ads on your show is a privilege - one that should be taken seriously by both parties.  A.J. Feliciano, Head of The Roost Podcast Network, joins True Native Media CEO Heather Osgood on today's episode of The Podcast Advertising Playbook. In this episode, they discuss:  The value of personal endorsements in host read ads.  Structured campaigns that are great for advertisers and the audience.  Why you need to trust the host to give a good ad read.  Are video podcasts actually podcasts?  Ways to utilize a multiplatform distribution strategy.  How YouTube will play a role in 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“What makes podcast advertising unique is the ability to establish intimate relationships that are real, and, you know, aren't digital.”  We've all heard the joke - if you're a podcast host, you get a mattress! And who knows more about mattress podcast ads than Ashleigh Colón, Offline Media Manager at Eight Sleep? We think she's the expert, which is why she's joining Heather Osgood on today's episode of The Podcast Advertising Playbook. While mattress ads are a category of their own, Ashleigh also offers her expertise on: How audience size plays a role in advertising.  The importance of testing different ad strategies.  Why you need to be giving your hosts talking points.  Understanding your advertising budget.   Stay tuned to the end of the episode, where Ashleigh and Heather offer their advice for anything starting out in 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“The great thing about Pixel Solutions, to your point, is that you're not asking the client to complete an extra step, to remember a URL, or to remember a promo code. You're allowing them just to access the website however is easiest for them, and then we can tie that to the actual show that drove them there.”  If you've spent any amount of time in the podcasting industry, you've heard about pixel tracking. But what does that mean? What are pixels?  That's exactly what Caleb Mansfield explains on today's episode of The Podcast Advertising Playbook. Caleb is the Director of Partner Success at Artsai, and today, he's our pixel-tracking expert.  If you've ever asked yourself…  What are pixels?  What is pixel tracking?  How is this different from attribution tracking?  What role do cookies play in pixel tracking? How do I place a pixel?  Then you're in the right place!  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“Yes, there's a warning that podcast listeners want to get away from ads, and they're starting to recognize ads on podcasts… [but] people still trust podcast advertisements more than they do radio or TV ads.”  Podcast ads are special because the listeners trust to host like they trust their best friend. But is it possible to have too much of a good thing?  That's exactly what Gabriel Soto, Director of Research at Edison Research, aims to answer on today's episode of The Podcast Advertising Playbook.  In this episode, Heather and Gabriel discuss:  How to decode your podcast data.  The importance of listener surveys.  Specific questions to ask in your next survey.  Listener ad fatigue.  Podcasts & accessibility  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“The other thing is, if you're utilizing host read ads and the host is game, please let them do their thing. The host knows how to speak to their audience, and they know what resonates.” We are so excited to introduce our new Senior Director of Revenue and Sales Strategy, Brittany Bernado! Brittany joined the True Native Media team a few months ago, and she's ready to share her wealth of knowledge with us here at The Podcast Advertising Playbook.  Brittany and Heather discuss: A successful three-prong strategy for advertising  Why advertisers need to let the host do their thing Podcast ads should be made for podcasts specifically  Don't be too specific with your audience targeting - many audiences listen to many different podcasts  Things that made an ad effective  Current challenges the industry is facing ______________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“The thing that I heard [at Podfest] that was kind of interesting was a speaker that used the phrase, ‘‘spend time with your audience.'  Podcasting can be this kind of one-way street where you're talking at the audience, and in many ways, the audience kind of talks back to you, but you don't necessarily respond… If you invest your time in them, other people will see that, and you'll build more of a community there.”  Our very own VP, Nick Gryniewicz, is back again with Heather Osgood on today's episode of The Podcast Advertising Playbook. Nick just recently attended Podfest 2023, and he's excited to share everything he learned with our listeners.  Heather and Nick discuss: The two paths to audience growth: promo swaps & advertising.   The importance of spending time with your audience.  How integrated campaigns are the newest craze for advertisers.  Tips for understanding who your audience is.  How ChatGPT can help the podcast industry.  Upcoming in-person podcast events.  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“No one is really special… You have the same problems as everyone else, and if you can connect with some sort of empathy to the problem that's being solved by this [product], I think you will find an audience in the sponsorship.”  We've all heard a podcast host start an ad read by saying, “I SWEAR I'd never promote a product I didn't love and use every day.”  As consumers, this transparency is part of the reason we love podcasts, but is the host being too selective? Could they ethically promote a product they don't use but think could be beneficial to their audience?  That's just one of the questions Heather Osgood and her guest, Lindsay Graham, Airship CEO, tackle on the newest episode of The Podcast Advertising Playbook.  Heather and Lindsay also discuss: Host read ads vs. producer read ads. A guide to constructing a good ad.  How advertisers can set their hosts up for success.  What makes up a bad ad.  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

We've all heard the horror stories of smart homes listening to your conversations when they shouldn't be or mentioning you need a product and immediately getting a targeted ad for it. As our society gets more reliant on technology, privacy is a hot topic. Which begs the question, is there a privacy issue in podcasting?  Audiohook founder Jordan Bentley joins Heather Osgood on the newest episode of The Podcast Advertising Playbook. Tune in now to find out if Heather and Jordan have concerns about privacy in the podcasting industry. In addition to privacy, they discuss: Why you need to be specific when talking about programmatic ads.  DSPs (Demand Side Platforms) & audio. How to handle frequency capping when your hosting provider doesn't have that capability.  How probabilistic targeting works & how it preserves privacy.  “Again, audio is different, and it takes some time and effort to do it right.”  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“One of the things that you and I had been talking about is this idea of creating a successful relationship from beginning to end… We want the content creator to be rewarded. We want the ad seller to be rewarded, and we want the advertiser to be rewarded. It has to be a win across the board.” In today's episode of The Podcast Advertising Playbook, Heather is joined by Jay Green. Jay is the SVP, Podcast Strategy & Operations at Cadence13 and has great experience in the advertising space. Heather and Jay discuss: -   What to look out for when tracking your ad campaign.   -   Audio vs. video, do you need both? -   The difference between host-read ads and announcer-read ads. -   How to successfully test your advertising campaign. -   The role of programmatic ads. -   2023 Predictions 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 media Twitter - @truenativemedia Instagram - @truenativemedia YouTube - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“So, the way that I always love to think about it is for the independent podcaster, True Native Media really acts as a pseudo sales arm.” In over 100 episodes of The Podcast Advertising Playbook, Heather Osgood hasn't spent a lot of time talking about what we do at True Native Media - but that's about to change. Heather is joined by our brand new Vice President, Nick Gryniewicz, to tell you everything you need to know about how True Native Media can take your podcast from a hobby to a full-time job.  In this episode, you'll learn: What True Native Media does for podcasters + advertisers.  The importance of making connections between shows and advertisers.  What goes into a successful advertising campaign?  How the economy is impacting the podcast industry.  What's next for True Native Media? & exactly why your company should work with us at True Native Media.  This is the perfect episode to round out 2022 and not an episode you'll want to miss!   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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“I have to remind people… Let's just say audio or digital. Audio, in general - it's a perishable media.”  Once the opportunity to monetize on audio is gone, it's GONE.  That can sound pretty scary if you're new to podcast advertising, but the CRO of SoundStack, Rockie Thomas, believes programmatic ads can capitalize on optimization in real time. In our newest episode of The Podcast Advertising Playbook, Heather Osgood and Rockie Thomas discuss:  Programmatic ads & the different ways to work with them The power of personal endorsements  Dynamically inserting ads vs. embedding ads Certain safeguards you'll find with programmatic ads  Ad choices Rockie advises against Ways to educate people in the podcasting space If you're looking for a place to start with programmatic ads, you've found it.     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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

When you think of conversations happening around the podcasting space, Heather Osgood has to be at the top of your list of sources to turn to. As the founder of True Native Media, Heather is truly a podcast advertising maven. From True Native Media, to the Podcast Broker, and hosting The Podcast Advertising Playbook, Heather is an absolute specialist in the space.In this episode of On the Mic with Ad Results Media, Lindsay and Nate sit down with Heather to discuss her hot takes on programmatic buying, dynamically inserted ad reads, her newest project The Podcast Broker, and of course, the lime green elephant in the room: Spotify. Hosted on Acast. See acast.com/privacy for more information.

Today I share how I saw the power one person's influence can have as I went to a documentary about Kenny Lambert, and they filled a historic theater in downtown Akron. Why not you? Kenny was a homeless drug addict, and now his influence has helped a ton of people.  Heather Osgood is the founder of True Native Media, a podcast representation agency specializing in podcast advertising. She is also the founder of The Podcast Broker, a marketplace for buying and selling podcasts. With an extensive background in radio advertising and a love for podcasting, Heather was in a unique position to start an agency that could help both advertisers get better results and assist podcasters in finding sponsors.  She is the host of The Podcast Advertising Playbook, a show dedicated to educating anyone interested in podcast advertising. When Heather is not playing matchmaker to brands and podcasts, you will find her hiking and spending time with her family at the beach. I Saw What One Person Can Do I interview Kenny Lambert from Just a Dad From Akron, on my Akron Podcast show. Kenny explains how he was homeless and suffering from drug addiction, and now he is sober and lives to give back. His life has been turned into a documentary that filled a historic theater in downtown Akron. It was amazing to see all the people one person can touch and to see his influence all in one place. It was amazing. Heather Osgood Can Help You Sell Your Podcast Heather Osgood (along with Ben Richardson and Alberto Betella from Rss.com James Cridland From Podnews, and Gordan "The Podcast Lawyer" Firemark) have launched the Podcast Broker  The Podcast Broker was created to simplify the process of buying or selling an established podcast. Utilizing years of experience, we provide a roadmap to execute a well-crafted hand-off from host to host to ensure a seamless experience for both parties. QUESTION OF THE MONTH This month the question is from Patrick from the Big Seance www.bigseance.com and he wants to know: What standard or tradition in podcasting do you tend to ignore and why do you do it differently? Don't forget to say the name of your show and website, and a little bit about your show. I need your answer by 10/28/22 Leave Your Answer at  www.schoolofpodcasting.com/question Where I Will Be? I look forward to seeing you all, please come up and say high. To see my full itinerary, go to schoolofpodcasting.com/where Ready To Start Your Podcast You may think nobody would listen to you, but I'm here to tell you they will. I have proven strategies to help you identify exactly what your audience wants. You will sound professional, and won't have to spend a million dollars to sound great. Learn through our online tutorials, live group coaching and a private Facebook Group filled with brilliant podcasters. You also get unlimited one-on-one coaching. Join worry-free with a 30-day money-back guarantee. See schoolofpodcasting.com/listener Mentioned In This Episode Click to Text " follow " and get a link to follow  Danny Loves Video Games: Based on the True Story of Danny Peña Akron Podcast The Podcast Broker The School of Podcasting Profit From Your Podcast  

If you are curious about learning more about podcast advertising, or you want to determine whether your brand should be looking to monetize through podcast advertising, this episode is for you! Heather Osgood, Founder of True Native Media, is a serial entrepreneur who knows her stuff! Her incredible journey as a seasoned entrepreneur is riddled with learnings. Plus she shares best practices including what it takes to build, scale and lead an agency. You won't want to miss this inspiring discussion straight from someone who has been in the trenches! On this episode of #TheKaraGoldinShow. Enjoying this episode of #TheKaraGoldinShow? Let me know by clicking on the links below and sending me a quick shout-out on social. Or reach out to me at karagoldin@gmail.com https://www.linkedin.com/in/karagoldin/ https://www.instagram.com/karagoldin/ https://twitter.com/karagoldin https://www.facebook.com/KaraGoldin/ Check out our website to view this episode's show notes: https://karagoldin.com/podcast/287 List of links mentioned in this episode: LinkedIn https://www.linkedin.com/in/podcastadvertising Twitter https://twitter.com/truenativemedia Instagram https://www.instagram.com/truenativemedia The Podcast Advertising Playbook https://www.podcastadvertisingplaybook.com/ The Podcast Moneymaker Course https://heatherosgood.com Learn more about True Native Media https://truenativemedia.com

On this episode, our host Chris Walker sat down with Heather Osgood on the Podcast Advertising Playbook. They broke down every obstacle of today's modern marketer. From everyone's obsession with attribution to the best ways to gain customer insights, no topic was off limits. If you're looking to overhaul your revenue engine, then this is not an episode to miss.

EPISODE 121 If you don't know much about advertising, or you want to help your clients to monetize through advertising, this episode is for you. My guest today is Heather Osgood, the founder of True Native Media, a boutique podcast representation agency specializing in podcast advertising. We talk about common terms and types of advertising that can happen on a podcast, and  what role a podcast manager can play in this podcast advertising space. We also discuss different approaches to podcast advertising, the benefits advertising can have (even with a small podcast), and the misconceptions podcasters have around advertising. With an extensive background in radio advertising and love for podcasting, Heather was in a unique position to start an agency that could help both advertisers get better results and assist podcasters in finding sponsors. She is an influential voice in the podcast advertising space and has sold over 50K ads in the last five years. Heather is also the Podcast Moneymaker's creator, a course designed for podcasters who want the formula, tools, and tactics to get advertisers in 6 weeks. She is the host of The Podcast Advertising Playbook, a show dedicated to educating anyone interested in podcast advertising. In this episode, we cover: - the differences between radio and podcast ads - the influence of recommendations - minimum download threshold - dynamic ad insertion vs embedded ads - number of ads per episode - programmatic advertising - the benefits of affiliate advertising - misconceptions that podcasters have around advertising If you want to chat more about this topic, I would love to continue this conversation with you, over on Instagram! @laurenwrighton Learn how to become a profitable podcast manager without working more than 20 hrs/wk in my free masterclass! Grab a seat at LaurenWrighton.com/masterclass SHOW NOTES: https://laurenwrighton.com/episode121  

A change of opportunities calls for a change of expectations. How do we, as leaders, navigate our way to become effective throughout this shift? In this episode, Denis welcomes Heather Osgood, founder of True Native Media. Heather discusses the importance of adapting to change, dreaming a bigger dream, and being willing to take on challenges. Today's leaders must be able to listen well - both to their teams and the world - in order to be successful.  Heather Osgood is the founder of True Native Media, a boutique podcast representation agency specializing in podcast advertising. With an extensive background in radio advertising and love for podcasting, Heather was in a unique position to start an agency that could help both advertisers get better results and assist podcasters in finding sponsors. She is an influential voice in the podcast advertising space and has sold over 50K ads in the last five years. Heather is also the Podcast Moneymaker's creator, a course designed for podcasters who want the formula, tools, and tactics to get advertisers in 6 weeks.  Tune in as Denis and Heather discuss what it takes for team members to feel like they're part of something greater than themselves–if leaders cannot provide this motivation for their team, they may lose them.  In this episode: Heather Osgood shares her experience as the founder of True Native Media and host of her own show https://podcasts.apple.com/us/podcast/podcast-advertising-playbook/id1473222248 (Podcast Advertising Playbook). There are differences between leading an independent contractor versus having an employee and one employee versus multiple employees. When doing business, it's easy to get lost in the details, but it's important to have a clear vision and focus on what's important. It is essential for leaders to respond well to different situations. Leadership is changing because of the fragmentation of the world. Listening is important for understanding what is happening around us and for building relationships with those close to us and with our team. Heather talks about one of her favorite leadership books, which is https://www.amazon.com/Reinventing-Organizations-Frederic-Laloux/dp/2960133501 (Reinventing Organizations by Frederic Laloux). Leadership will increasingly be evident as individuals need to be able to lead themselves. Key Takeaways: Finding out your roles as a leader and entrepreneur can be difficult to figure out Push yourself beyond what you think you can accomplish The world is changing and leadership is changing with it The leaders who are successful today are those who are able to listen well It is also important to listen to the world in general, as changes happen constantly Leadership is not about a pyramid - it becomes about having individual leadership Change of opportunities calls for a change of expectations Leadership is about having a voice, having a say, and having an opinion Tweetable Quotes: “There are different levels, I think, of growth that's appropriate as you grow with a team. And really, it's about figuring out how you can structure what each of those people is doing and then I think most importantly, and most difficult is what exactly is your role as a leader.” - Heather Osgood “People want to feel like they're part of something that is greater than themselves. And if you, as a leader, can't provide that motivation for someone, I think that's when you lose them, right? You lose their attention.” - Heather Osgood Connect with Heather on https://www.instagram.com/truenativemedia (Instagram) and https://www.linkedin.com/in/podcastadvertising (LinkedIn), follow her on https://twitter.com/truenativemedia (Twitter), and check out her https://heatherosgood.com/ (website). You can also look into https://truenativemedia.com (True Native Media) and its https://www.youtube.com/channel/UCLrMBeMSOIlMBSwEejbni2A (YouTube Channel). Email: denis@leadingchangepartners.com...

Bart Roselli of Veritone One has seen the audio space grow exponentially in his over 15 years of media, marketing strategy, and account management experience. Now, as SVP Growth, he leverages his breadth of knowledge to enhance agency-media vendor relationships and help ensure client goals are set smartly for the space, and fulfilled across multiple channels of audio opportunities...including having an eye towards integrating Veritone AI technology to enhance performance. After comparing notes on our common ground of NJ to CA lives, in Episode 41 Bart explains the evolution of audio ad tech to how audio is also bought, sold and marketed differently these days. "It's not a one size fits all media world anymore. It used to be radio, print, and tv. Then digital started to evolve and now you have different tracking elements as we're moving towards a cookieless space. So marketing has evolved." Hear how to keep up with all the changes as Bart and I also discuss: How audio marketing has completely evolved in via multi-touchpoints Following the dollars via advances in digital tracking From compliance to engineering, how the backend of Veritone's digital infrastructure “takes a village” The changes in how people consume media – including the impact of the pandemic on podcasts – and how brands need to fit into lives and attention spans differently Embracing change (a la 37 with Joe Jackman) but why Bart says, “If you're reading about it in the trades you're behind” Utilizing artificial intelligence and synthetic voice to super-serve clients (while avoiding “deep fakes!”) Bart's stance on the brand and demand continuum Tapping data as the modern version of a crystal ball to navigate millions of shows to pick up and coming winners and properly message in the right podcasts The difference between embedded and digital ad insertion – and use cases for each (You can take a deeper dive into ad sales from Bart on the Podcast Advertising Playbook episode with Heather Osgood.) The reality of CPM pricing and measurement And overall remembering: “If you're not thinking of channels – plural, you're thinking of audio and your marketing incorrectly and you're missing a big chunk of audience.” And big news! You can watch the unedited version of this episode now as video on YouTube! (Don't judge my kitchen.) Resources Mentioned: The Continuum 2020 IAB Brand Disruption Summit Partnership with Children Social Media Links: Bart Roselli LinkedIn Veritone – LinkedIn and Twitter Please share the podcast, and if you liked this episode, feel free to show support at https://buymeacoffe.com/mossappeal and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook. You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at podcasts@mossappeal.com. We're “hear” for you!  

The Sounds Profitable podcast started impulsively as a way to test out the amazing ad tech I talk about. It's always been important to me that the people who talk about the technology know how to use it hands on and absolutely know what their clients experience. Now after 30 episodes and just finishing up our first year of Sounds Profitable as a newsletter, we're taking a month to completely reformat and improve the podcast to make it a better listening experience. For the month of September I wanted to share with you four episodes you may have missed. And of course, ask you to please take our survey, at podcast.study/soundsprofitable . Without your feedback, we couldn't have made the improvements we're planning. Heather Osgood of True Native Media and I really explored the value of dynamic ad insertion and why every publisher should be focused on implementing it. Heather was one of the first people to have me on her podcast, The Podcast Advertising Playbook, and I'm always excited to talk more about podcast ad tech with her. Key Links: Heather Osgood of True Native Media Article: https://soundsprofitable.com/update/dai-for-podcasting-----Is DAI actually free to use? (spoiler, it's not).-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media| Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim CameronJoin the feed at https://soundsprofitable.supercast.tech/ Send us messages with Yappa! See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information.

The Sounds Profitable podcast started impulsively as a way to test out the amazing ad tech I talk about. It's always been important to me that the people who talk about the technology know how to use it hands on and absolutely know what their clients experience. Now after 30 episodes and just finishing up our first year of Sounds Profitable as a newsletter, we're taking a month to completely reformat and improve the podcast to make it a better listening experience.For the month of September I wanted to share with you four episodes you may have missed. And of course, ask you to please take our survey, at podcast.study/soundsprofitable . Without your feedback, we couldn't have made the improvements we're planning.Heather Osgood of True Native Media and I really explored the value of dynamic ad insertion and why every publisher should be focused on implementing it. Heather was one of the first people to have me on her podcast, The Podcast Advertising Playbook, and I'm always excited to talk more about podcast ad tech with her.Key Links:Heather Osgood of True Native MediaArticle: https://soundsprofitable.com/update/dai-for-podcasting-----Is DAI actually free to use? (spoiler, it's not).-----Credits:Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.comAudio engineering by Ian PowellExecutive produced by Evo Terra of Simpler Media|Special thanks to James Cridland of PodnewsPodcast hosting and dynamic insertion wizardry by WhooshkaaSounds Profitable Theme written by Tim CameronJoin the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

In this episode of Branded Podcast Secrets, True Native Media's Heather Osgood is sharing all the secrets of how she uses her podcast the Podcast Advertising Playbook to connect with help podcasters find sponsorship for their podcast, but also to connect with those looking to sponsor podcasts.She also gives one of the biggest missed potentials for growing an audience for your podcast, and the advantage over live recordings vs. recorded.To learn more about Heather's company, visit: https://TrueNativeMedia.com and to listen to her podcast, visit: https://podcasts.apple.com/us/podcast/podcast-advertising-playbook/id1473222248If you're interested in starting your own branded podcast, feel free to set up a 1:1 Consultation with me here: https://calendly.com/erin-gregor/podcasting_consult_30

Heather is the founder of True Native Media, a podcast representation firm dedicated to connecting podcasts with advertisers.   She is also the host of the great show The Podcast Advertising Playbook and is an expert in all things podcast advertising and teaches podcasters how to monetize their show with ads or sponsorships. She also talks a lot about how you don't need a large audience to attract advertisers. You need a formula; and tools to get the results you want.   Her company, True native media connect brands with podcasters to develop engaging host-read ads for audiences around the globe. In essence, they are amplified word of mouth and powerful endorsements, that produce results.   Personally, I'm a massive fan of Heather's podcast so I'm delighted she could join me for today's episode.   Here are some of the things we talked about:    ·      The different ways to make money from your podcast ·      Using affiliates to monetize your podcast  ·      My transition from embedded to dynamic ads on my Brian Keene Podcast ·      How to prepare your podcast for advertiser  ·      Educating your audience on ads  ·      Going from 0-1 and getting your first podcast sponsor  ·      Her thoughts on podcast-to-podcast advertising      SHOWNOTES: Heather's linkedin: https://www.linkedin.com/in/podcastadvertising Heather's website: https://heatherosgood.com The podcast moneymaker course: https://heatherosgood.com/the-podcast-moneymaker-course/   BRIAN'S LINKS: Online Business Course: https://briankeanefitness.com/online-business-course/  

Show Notes: https://outdoorsonline.co/042 Tony Guarnaccia is here to share some insight into a new podcast monetization service he is developing that will help you grow and monetize your podcast.   Tony describes the Castocity labor of love which helps you produce your podcast more efficiently. We find out what the 4 P's are all about and how and why you need to promote your podcast.  Tony tells us why he started this business with no contacts, no podcast and no money to get started.  We will see if he can build a $1 million dollar business. Show Notes with Tony Guarnaccia - Small steps to grow profit. We noted Roger Maves who as on the Outdoors Online Podcast in episode 35 here. - Aaron Walker in episode 11 talked about paid mastermind groups. - I noted the Barbless Podcast who was doing a great job in the fly fishing space but has pod faded. - I noted the Podcast Advertising Playbook podcast which is one of my favorites. - Jay Abraham was on the Outdoors Online Podcast in episode 34 here. - Ascent Fly Fishing was on the podcast in episode 51 of the Wet Fly Swing podocast. - Rob Walch was on the podcast here - I noted Chartable and tracking - Free bonuses for coaching - Uber suggest You can find Tony at Castocity.com Castocity Podcast Monetization Platform Conclusion  Tony Guarnaccia is on the podcast to share his new company that will help you solve many of your podcasting struggles.  Castocity helps you leverage co-marketing with guests.   We find out how to help your big name guests promote your episode through making it super easy. We dig into Tony's background and why he is going all in on podcasting.  We find out how Tony's product will help you to hand off some of the podcasting process and to reduce the overwhelm process. Show Notes: https://outdoorsonline.co/042

Heather Osgood comes on the show to talk about Podcast Advertising: who it is for, what it is, and how to get started! She also shares how big your show needs to be in order to start attracting sponsors and how smaller shows can still monetize their audience with podcast. Plus she gets into how you can set up your show to utilize sponsorships down the road! You can listen to her podcast The Podcast Advertising Playbook: https://www.podcastadvertisingplaybook.com/ Connect with her on LinkedIn: https://www.linkedin.com/in/podcastadvertising/