Podcast Advertising Playbook
This podcast is dedicated to helping listeners better understand podcast advertising. Whether you're in advertising, marketing, or simply a podcaster interested in learning more about the podcast advertising world this show is for you. We'll provide techniques for implementing your ad campaigns, setting budgets, and expectations giving you the knowledge and expertise to become a podcast advertising expert.
Wed, April 16, 2025
Rewriting the Podcast Ad Playbook with Hetal Patel of iHeartMedia
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.
Wed, April 09, 2025
Ad It Up: Podcasting with the IAB
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!
Wed, March 26, 2025
Inside the Calm: Kirk Martin on Podcasting, Growth & Sponsorships
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!
Wed, March 19, 2025
From Wonder to Acast: Where Branded Content is Headed Next
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!
Wed, March 12, 2025
Scaling Smarter: The Next Phase of Podcast Advertising
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!
Wed, February 26, 2025
Podcasting, Profits & the Power of Audiencelift
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!
Wed, February 19, 2025
From Curation to Community: How Podcasts Grow with Arielle Nissenblatt
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!
Wed, February 12, 2025
The Podcasting Crystal Ball: James Cridland on Industry Shifts, Metrics & What’s Next
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!
Wed, January 29, 2025
The Sound of Trust: Inside NPM's Approach to Podcast Advertising
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.
Wed, January 22, 2025
Behind the Mic with Andrew Giancola
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.
Wed, January 15, 2025
Building Authentic Connections: Podcast Advertising, Trends, and Strategy
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.
Wed, January 08, 2025
The Future of Podcast Advertising: Insights from Lex Friedman
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!
Wed, December 11, 2024
Brand Safety in Podcasts: Risks, Trust & Ethical Challenges
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.
Mon, December 09, 2024
Introducing Podcast Perspectives: Navigating the Evolution of Ads with TWiT.tv’s Lisa Laporte
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/
Wed, November 27, 2024
Adventures in Ads: Behind the Scenes with an Ad Delivery Specialist
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 👇 https://www.podcastadvertisingplaybook.com/ _______________________________________________________________ Follow us on social media 👇 X (Twitter): https://twitter.com/truenativemedia Instagram: https://www.instagram.com/truenativemedia/ LinkedIn: https://www.linkedin.com/in/podcastadvertising/ Website: https://truenativemedia.com/ _________________________________ #podcast <a href="https://www.youtube.com/hashtag/podcastadvertising
Wed, November 20, 2024
Spot On: How Ad Placement & Transparency Are Shaping Podcasting’s Future
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 👇 https://www.podcastadvertisingplaybook.com/ _______________________________________________________________ Follow us on social media 👇 X (Twitter): https://twitter.com/truenativemedia Instagram: https://www.instagram.com/truenativemedia/ LinkedIn: https://www.linkedin.com/in/podcastadvertising/ Website: https://truenativemedia.com/ _________________________________ #podcast #podcastadvertising #advertisingagency
Wed, November 13, 2024
Podcasting 101: The Ultimate Beginner's Guide for Brands
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 👇 https://www.podcastadvertisingplaybook.com/ _______________________________________________________________ Follow us on social media 👇 X (Twitter): https://twitter.com/truenativemedia Instagram: https://www.instagram.com/truenativemedia/ LinkedIn: https://www.linkedin.com/in/podcastadvertising/ Website: https://truenativemedia.com/ _________________________________ <a href="https://www.youtube.com/hashtag/p
Wed, November 06, 2024
The AI Revolution: Ads, Ethics, and the Road Ahead
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 👇 https://www.podcastadvertisingplaybook.com/ _______________________________________________________________ Follow us on social media 👇 X (Twitter): https://twitter.com/truenativemedia Instagram: https://www.instagram.com/truenativemedia/ LinkedIn: https://www.linkedin.com/in/podcastadvertising/ Website:<a href="https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa1NOTzNuTjJNYzZIQ3h0Tk04WVd2clVURjJqZ3xBQ3Jtc0tscE9ONHoyYzhEY1dCT1BELW1WY2t4WDJLQjRYNlV1bjJZbFlFZU56N1dkZDl0aldZVVZ1LTE5VEQzcE5UdU9xY0N2TE1VaHhjRllQRjI3X2ZUNUFvM0FRLTRnS1ltRkZXUHZqUmpvajkxeWJQSDBpVQ&q=https%3A%2F%2Ftruena
Wed, October 23, 2024
From Frenemies to Podcast Pioneers
"What I thought was fascinating was some of the talk about content and influencers and what we talked about at the beginning, how people buy from people they trust...people trust creators more than brands." This week on The Podcast Advertising Playbook, our host Heather Osgood, sat down with E.B. Moss of Moss Appeal to discuss their journey from representing the same podcast to becoming powerful female entrepreneurs. Tune in to hear more on: Swing dancing (yup, you read that right) Similarities between podcasting and CTV The rise of integrated podcast campaigns Controlling ad frequency & more! To learn more, subscribe to the Podcast Advertising Playbook 👇 https://www.podcastadvertisingplaybook.com/ _______________________________________________________________ Follow us on social media 👇 X (Twitter): https://twitter.com/truenativemedia Instagram: https://www.instagram.com/truenativemedia/ LinkedIn: https://www.linkedin.com/in/podcastadvertising/ Website: https://truenativemedia.com/ _________________________________ #podcast #podcastadvertising #advertisingagency
Wed, October 16, 2024
Talking Shop with Veritone One
“I feel like one of the big [missing pieces] is [tackling] frequency. That is something we’re working on trying to control more with our partners. So a definite need is refined frequency tools, and maybe understanding how much market share we are taking from our competitors” This week on The Podcast Advertising Playbook, our host, Heather Osgood, sat down with the Associate Director of Digital Media at Veritone One, Maggie Beyer, to discuss the state of the podcast market. In this episode, the two breakdown: Interesting happenings taking place at Veritone One with customers and focus 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 👇 https://www.podcastadvertisingplaybook.com/ _______________________________________________________________ Follow us on social media 👇 X (Twitter): https://twitter.com/truenativemedia Instagram: https://www.instagram.com/truenativemedia/ LinkedIn: https://www.linkedin.com/in/podcastadvertising/ Website: <a href="https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa1NOTzNuTjJNYzZIQ3h0Tk04WVd2clVURjJqZ3xBQ3Jtc0tscE9ONHoyYzhEY1dCT1BELW1WY2t4WDJLQjRYNlV1bjJZbFlFZU56
Wed, October 09, 2024
Unpacking Podscribe's Quarterly Benchmark Report
“We talk about how podcast advertising is sort of the last channel without ridiculous ad fatigue. We're starting to sort of enter into a space where we need to be really careful because we're going to start sort of diminishing that.” This week on The Podcast Advertising Playbook, our host, Heather Osgood, sat down with the Head of Growth at Podscribe, Amelia Coomber, to unpack the most recent Quarterly Podscribe Performance Benchmark Report to really dive deep into it’s development, the data and takeaways inside, and what is to come in future reports. Tune 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
Wed, September 25, 2024
Unlocking Success: Audacy’s Podcast Playbook & Ad Strategies
“There’s only one medium that can you with you from experience to experience in every day life." On today's episode of The Podcasting Advertising Playbook, our host, Heather Osgood, sits down with Senior Vice President, Research and Insights at Audacy, Idil Cakim, to unpack: Audacy's 2024 Podcast Playbook Key recommendations for measuring campaign success Important factors for new advertisers to think about
Wed, September 18, 2024
It's All About Audio
"Emotional response comes from sound...no one hums the copy or visual..." Today's episode of The Podcast Advertising Playbook features Scott Simonelli, Founder and CEO of Veritonic. As audio enthusiasts, Heather and Scott unpack: - Where audio came from and the measurement tools that have turned it into a powerhouse today - The growth period audio is still experiencing and what to expect with advertiser adoption - The importance of a strong media mix ______________________________________ More 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
Wed, September 11, 2024
Roster Highlight: Jimmy Pardo of Never Not Funny
"I am forever grateful that they care, I really am. I'm the luckiest man that our audience stays with us and they care at all. I mean that for sure." In today's episode, our host, Heather Osgood speaks to True Native Media's own Jimmy Pardo of Never Not Funny about: The birth of his show and breaking into podcasting The road to podcast monetization The power of the medium And more! _______ More of a visual person? Watch this episode on YouTube . Ready to learn more? 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
Wed, August 28, 2024
Podcast Movement 2024 Rewind
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
Wed, August 21, 2024
A Peek Behind the Curtain: Team Spotlight
“The beauty of podcasting is that you can actually help people get to conversion faster through a quality ad read” In today’s episode, our host, Heather Osgood, is joined by Audrey Renken, Account Executive at True Native Media, sales expert and podcast conissuer. Tune in to hear the two discuss: What advertisers are looking for in podcasts The things that move the needle for podcaster in approving advertisers Favorite podcasts Predictions for the future of podcasting More of a 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
Wed, August 14, 2024
Podcasts in the Era of Digital Transformation
Wed, July 31, 2024
Mini Masterclass: Tracking Those Results
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
Wed, July 24, 2024
Mini Masterclass: Talking Points & CTAs
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
Wed, July 17, 2024
Mini Masterclass: Target Like A Pro
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
Wed, July 10, 2024
Mini Masterclass: Before The Campaign
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
Wed, June 26, 2024
Different Ad Buys Belong In Different Buckets
“But, I think when you talk about programmatic, it really comes down to everything that is not hot read or sponsorship through the show.” In today’s episode, our host, Heather Osgood, is joined by Paul Lajoie, a seasoned professional and the Director of Brand and Agency Partnerships at Triton Digital, a leading SSP (supply-side platform) in the podcasting industry. Tune in to hear the two discuss: CTV and shifting those ad dollars into podcasting What an SSP is and how Triton Digital is a flagship company Scalability within programmatic advertising How an increase in 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
Wed, June 19, 2024
Share Of Voice, Episodic Separation, & Ad Load
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
Wed, June 12, 2024
Don’t Judge a Podcast By Its Cover
“But the thing that I love about podcasting, even still today, is that the film industry is so gigantic, and there are so many stakeholders and different voices involved in making any kind of decision. Podcasting, when I first got into it, still felt like the silent movie days. Like we were all kind of a bunch of amateurs jumping into this business and figuring it out.” In today’s episode, our host, Heather Osgood, is joined by Ben Mathis, the Chief Content Officer at Airwave. Ben shares his journey to becoming the Head of Content at Airwave, 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
Wed, May 29, 2024
It’s All Content Driven
“If we’re truly going to hit our goals, it’s going to be essential for us to offer, all in unison if possible, the same opportunities to invest in podcasting that advertisers have in the video and the rest of the audio space.” In today’s episode, host Heather Osgood is joined by John Fitzgerald, the EVP of Ad Sales at DAX US. Tune in to hear Heather and John discuss: The shift in advertisers being interested in the whole package, not just podcasts Is it true that you should only advertise on the top 1% of podcasts? 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
Wed, May 22, 2024
Exclusivity & Good Ad Reads
“When we’re talking about that host read endorsement piece, it is really important that you have exclusivity because it feels inauthentic as the listener is being recommended products, right? Like maybe a little bit of whiplash, last week you said this product was great, and now you’re saying something else with a similar product.” A lot goes into making a good ad read. It’s your job as the brand to set your hosts up for success by sending them talking points about the product, but still letting them have their creative freedom. Additionally, once you have a 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
Wed, May 15, 2024
IAB’s Podcast Advertising Revenue Report
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
Wed, May 08, 2024
What Even Is A Podcast Anymore?
“I do worry about that. We don’t want podcasting to turn into other mediums where it’s just cluttered and kind of white noise. The ads work because we’re respectful of the listener.” Podcasts are constantly changing and evolving — the podcasts we have today are incredibly different from the podcasts we had ten years ago. To help us keep track of the changes is Greg Glenday, the Global Chief Business Officer at Acast. Greg is a longtime podcast enthusiast, and the perfect person to discuss the evolution of podcasting and what the future might hold. Tune in 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
Wed, April 24, 2024
The Power of Simulcasting
“If you talk to a lot of younger folks, they say, ‘Yeah, I’ve been watching that podcast.’ They don’t say listening. If you notice, ‘Oh yeah, I watched that the other day.” They don’t say listened.” The increasing overlap between audio and video is a constant conversation we have on The Podcast Advertising Playbook, but our guest today provides new insight. Craig Jordan, SVP of Podcasts & Brand Partnerships at Studio71, peels back to the curtain to reveal what's really happening in the video world. Tune in to hear him and Heather discuss: The current state 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
Wed, April 17, 2024
A Discussion of Programmatic Ads at SXSW
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
Wed, April 10, 2024
Branded Podcasts & Simulcasting
“Because obviously, a 30, 60, or 90-second ad could be effective, but [branded podcasts] are more of a longer-term strategy of building a community around that like specific program.” In the third installment of our Live at SXSW series, Heather is joined by Camille Laurente from Hueman Group Media and Michael Kropko from Ad Results Media. First, Camille gives listeners a crash course on branded podcasts. She and Heather discuss: The importance of trust when creating a branded podcast How to make branded podcasts sound more human and less corporate Next, at around 14 minutes, Michael shares 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
Wed, March 27, 2024
YouTube Viewership & Pixel-Based Attribution
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
Wed, March 20, 2024
Bottom of Funnel Podcast Advertising
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
Wed, March 13, 2024
YouTube & The Future of Podcasting
“I think if you marry the right buying tactics to hit the client’s objectives, [podcast advertising] could really work for everyone. I think it’s just a matter of being very considerate and looking at putting together the best campaign possible.” On this week’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by Stephanie Bower, Director of Audio at Horizon Media. Stephanie shares insight from her several years of experience in the industry to help listeners determine how to create a successful podcast ad campaign. Tune in to hear Heather and Stephanie 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
Wed, February 28, 2024
Targeting A Broad Audience
“I think as people’s attention spans are getting smaller and smaller, you have to get more and more, and more and more, hits in their brain.” We spend a lot of time here at The Podcast Advertising Playbook talking about how to target your audience. How there are various demographics you should use to build your target audience and make sure they hear your ad. But what if your company has a broad audience? How do you target for a company that, theoretically, anyone could benefit from? Tune in today’s episode to find out. 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
Wed, February 21, 2024
Fostering Successful Partnerships
“We like to say we choose people over programming. We have really great vendors, like True Native, and partners that we’ve worked with over the years, and there are new ones coming into the space, but you know your inventory, you know the shows. We trust you.” Content is changing - podcast hosts don’t just do audio anymore. Instead, they’re branding out to different forms of content and including those in podcast advertising deals. To help us navigate the ever-changing world of content, Kirsten Tannen from Direct Results joins Heather on this week’s episode of 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
Wed, February 14, 2024
You Should Be Gifting Your Hosts Samples
“[Podcast ads are] a way to get them to the site, which then allows us to initiate all other communication.” In today’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by David Dahle, the Chief Operating Officer at Tanasi. David’s advertising strategy is a bit different than most since his company deals with CBD - which means the rules of advertising are much stricter. Tune in to hear Heather and David discuss: Advertising challenges with CBD Why some podcasts work better than others for advertising The importance of gifting product samples to 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
Wed, January 31, 2024
An Introduction to Buying Podcast Ads
Podcasts have been around for 20 years, and in those 20 years, podcast ad buying has been evolving and evolving. It can be so daunting for new buyers in the space to start their first campaign because oftentimes, no one tells them where to start, which is why I created this episode as a one-stop shop for anyone who needs an introduction to podcast ad buying. Some key things you’ll learn in this episode are: The two main ways to buy podcast ads. The differences between the different types of ads (host-read, announcer read, producer read, etc.) How to define a download and impression. If you’re looking for a bit more help with your podcast ad-buying needs, make sure to check us out at truenativemedia.com. ______________________________________ 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
Wed, January 24, 2024
The Ins and Outs of Programmatic Advertising
“What’s interesting about programmatic is that it has a life cycle.” Our first guest of the year is Tomas Rodriguez, Senior Director of Audio Partnerships at The Trade Desk - and he answers ALL of our questions regarding programmatic ads! Tune in to learn more about: How The Trade Desk is changing the game in programmatic advertising Why podcasting is in a different programmatic stage than other industries How transparency impacts programmatic ads The hidden impact it can have in localized campaigns The COVID-19 impacts we’re still dealing with ______________________________________ More of a 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
Wed, January 17, 2024
How To Succeed With Podcast Advertising
“The other thing to consider is that you have a lot of competitors in your space - that are advertising on podcasts. And you’re all going to the same podcasts to advertise. Then really, what you’re doing is cutting into your ability to really stand out and not be there right next to your competitor.” We’re going back to the basics on today’s episode of The Podcast Advertising Playbook. Join Heather Osgood as she shares her best tips to ensure advertisers are successful when they venture into podcasting advertising. These tips include: 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
Wed, December 27, 2023
A 2023 Podcasting Recap
“Certainly, we started the year very hopeful, but there was a lot of uncertainty about where the economy was headed. I will say that it has not been as rocky a year as it certainly could have been. So I’m very thankful for that.” 2023 has been full of many ups and downs, and now it’s time to talk about it. Join Heather Osgood as she does her annual yearly recap of the podcasting industry. ______________________________________________________________ More of a visual person? Watch this episode on YouTube . Ready to learn more? 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
Wed, December 20, 2023
Podcast Ads Need A Human Touch
“When you’re getting a host read ad - there are a variety of different hosts. Not everyone is a professional radio announcer and podcaster, which is what makes it beautiful but also makes it hard.” In the world of AI, it can seem like we’re losing more and more of that human touch, but that’s what makes podcasting so special. This week, Heather Osgood is joined by Lex Friedman, founder of Lex Friedman Consulting, to talk about why networks being high-touch with their podcasters is a good thing! The two also discuss: The advertising slowdown of 2023 Podcasting moving into the creator space The dangers of getting too technical with your ads How to make your podcast network stand out from the others ______________________________________ 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
Wed, December 13, 2023
It’s Time To Be Transparent
“It’s amazing how many layman people out there who aren’t in the marketing and advertising world don’t realize that there’s actually a connection between, “of, if I go buy this product, it helps the host’... That authentic request is so important.” We’ve said it before, and we’ll say it again - podcast advertising is so successful because of the relationship the host has with their audience. That relationship is ultimately what the brand is purchasing when they buy an ad campaign. But with so many different types of ads, hosting platforms, and campaigns, it can be confusing to understand what it is exactly you’re buying. In today’s episode, Heather is joined by Luke Slota, the Head of Podcasts at the OutLoud Group, to peel back the veil in the name of transparency. Tune in to hear Heather and Luke discuss: The importance of transparency in podcasting What large companies like iHeart and Spotify mean for the industry How advertisers can successfully integrate YouTube and podcasting into a campaign The discoverability issue with podcasting One key way hosts can be successful 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 - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
Wed, November 29, 2023
Let’s Talk About Frequency Capping
“My recommendation to buyers is to take any predictions from a frequency-capped campaign with a grain of salt.” Frequency capping is the ability to define the maximum number of times an ad can be delivered to a listener within a given time period - and it’s the newest hot topic in podcasting. At True Native Media, we noticed that there were a lot of questions and ambiguity surrounding frequency capping, so we turned to our software expert, Anthony Firn. After extensive research, Anthony created his own model for understanding the nuances of frequency capping, and today, he’s sharing it with you. Tune in to hear Heather and Anthony discuss: The different types of podcast ads and their strengths Why advertisers use frequency capping and the effects that can have on a campaign How to determine which frequency to use Anthony’s model and his findings ______________________________________ 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
Wed, November 22, 2023
Podcasts & PR 101
PR isn’t about hosting parties and drinking cosmos in the Hamptons - even if that’s what Samantha Jones and Sex and the City led us to believe. This week, Heather is joined by Molly DeMellier, PR Lead at Acast, and she sets the record straight on what PR actually is! Acast is the hosting distribution and monetization platform for podcasts across the open ecosystem, and Molly shares her insider knowledge about how PR is closely related to podcasting. Tune in to hear Heather and Molly answer: What is PR? Who really owns an ad? Does every brand need a branded podcast? If so, how do you run a successful one? Where should you start with podcast trade publications? ______________________________________ 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
Wed, November 15, 2023
How To Build A Better Campaign
“But it’s interesting just to see how social media is important, but it doesn’t always convert. Just because I’ve got a million followers doesn’t mean I’m going to get a million listeners, right?” On today’s episode of The Podcast Advertising Playbook, Heather is joined by Kerry Tracy, SVP of Advertising at Podbean. Kerry is a veteran in the media world and has amassed a wealth of knowledge over his career - and today, he’s sharing that with you. Tune in to hear Heather and Kerry discuss: Three key components to 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
Wed, November 08, 2023
Sports Podcasting On A National Level
“Think of our NFL network, it’s 38 podcasts. To source 38 podcasts, you don’t want eight different publishers and 38 different onboarding calls and invoices - it can be a nightmare. So for us, we like to just make it as easy for an advertiser as possible to activate with those micro-communities of fans for specific teams, but they’re able to do so at the highest level of activation with the NFL network.” On today’s episode of The Podcast Advertising Playbook, Heather is joined by Bryan Goldmark, Head of Sales at Locked On Podcast Network. Bryan shares his 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
Wed, October 25, 2023
2023 Predictions Revisited
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
Wed, October 18, 2023
The Increase of Dynamic Creative Optimization
“Speaking as myself, as a consumer, if I’m hearing the ad multiple times, but it’s not the same every time, that goes a long way in enhancing the overall experience.” In today’s episode of The Podcast Advertising Playbook, our host Heather Osgood is joined by Shasta Cafarelli, Senior Vice President of Media Strategy at Tinuti. Shasta shares her insight on the strategic approach Tenuiti has taken to integrate podcast advertising with other marketing channels to create a seamless brand presence. Tune in to learn more about: Why it’s important to integrate 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
Wed, October 11, 2023
YouTube And Its Impact On Podcasting
“So this definition that we’ve had for many years, that a podcast is only media distributed via an RSS feed, is being broken apart now and being expanded. And a lot of folks in the industry don’t like that.” In today’s episode of The Podcast Advertising Playbook, Heather asks the question, “What is a podcast?” The answer might be more complex than you think. Heather is joined by Rob Greenlee, founder of Spoken Life Media. Rob shares his extensive knowledge of podcasting, taking us on a journey from its early days when 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
Wed, September 27, 2023
Does (Audience) Size Actually Matter?
The biggest myth in podcast advertising is that bigger audiences produce bigger results. That’s just not true. Yes, a bigger audience can produce bigger results, but smaller podcasts often have more engaged audiences and can produce better results for an advertiser on a cost-per-listener basis. In this week’s episode of The Podcast Advertising Playbook, Heather Osgood debunks the myth that audience size is all that matters for podcast advertising. ______________________________________ More of a visual person? Watch this episode on YouTube . Ready to learn more? Check out our blog for 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
Wed, September 20, 2023
Mastering Long-Term Advertiser Relationships
“Some of the ad loads on some podcasts now are like six and a half minutes, and bam, you’re into another ad. And it drives me insane. I unsubscribe from those shows. I think as a content creator, you have to really think about the ad load.” It’s every creator’s dream to have a long-standing successful relationship with an advertiser, and Todd Cochrane has cracked the code. Todd is famous for his relationship with GoDaddy, and in today’s episode, he shares his secret for fostering this almost 18-year relationship. Todd and Heather also discuss: How creators can be mindful of their ad load in each episode. Tips for keeping ad reads fresh. The ways ad tech and AI are shaping the future of podcasting. Frustrations with frequency capping. An easy way hosts can make their ad reads that much more engaging. ______________________________________ 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
Wed, September 13, 2023
A Deep Dive Into Buyer Perception
Who better to describe the buyer’s perception of podcast advertising than Tom Webster? Tom is a partner at Sounds Profitable, a collection of media properties that cover both strategic and tactical changes to the business of podcast advertising - and we’re so lucky to have him on the podcast! “Podcasting continues to punch below its weight in advertising and revenue, and how much of that is due to lack of education or awareness?” Tune in to hear Heather and Tom discuss: Whether or not advertisers find value in host-read ads. Why buyers aren’t interested in podcast advertising and how we can change that. How we’ve only scratched the surface of what programmatic ads can do. The challenges of consumer education and how to turn it around. ________________________________________ 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
Wed, September 06, 2023
Let’s Talk About Podcast Movement
A few times a year, professionals from the industry get to see each other in person for an event fully dedicated to podcasting. Our team just got back from Podcast Movement, and True Native Media CEO Heather Osgood can’t wait to share everything she learned. Tune in to learn about: The different renditions of programmatic advertising you’ll be seeing soon All the ways podcasting is similar to CTV How to economy is affecting podcast advertising New opportunities in the podcast space The different ways the industry is continuing to grow ________________________________________ More of a 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
Wed, August 23, 2023
Crafting A Cohesive Advertising Campaign
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
Wed, August 16, 2023
Podcast Ads & Scalability
“[Podcasting] continues to grow. It’s the fastest-growing medium. In fact, compared to any other medium out there, it is surpassing the growth of influencer [marketing] as well.” It’s easy to compare podcasting to other mediums like TV or radio and say podcasting can’t compare or that it’ll never catch up - but we don’t agree. Podcasting is an incredibly fast-growing medium, and if you’ve ever had questions about its scalability, you’re in the right place. On this week’s episode of The Podcast Advertising Playbook, Heather is joined by Elli Dimitroulakos, 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
Wed, August 09, 2023
The Right Partnerships Increase Brand Loyalty
“[The audience] has intentionally gone to this podcast. They’re choosing to listen. They’re choosing to engage. They’re choosing to be a part of that community. And the reason they’re doing that is because that host or that creator is presenting content in a way that is like-minded to their values and their views.” Partnering with the right host could create customers who are loyal to your brand for years, but partnering with the wrong one could lead to a lot of wasted time and effort. Jennifer Potter, VP of Business Development at Radio America, is here to make sure you find the right partnership. In this week’s episode, Jennifer and Heather discuss: Challenges we face when tracking metrics Best practices for repurposing content from radio to podcasts Maintaining brand safety while navigating conservative or liberal topics How to fix one of the most common advertising mistakes Advice to make sure your first ad campaign is a hit ________________________________________ 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
Wed, July 26, 2023
The Basics of Starting a Campaign
“You know, as much as we all love podcasting, and we’re here talking about it, it can be difficult to navigate, and it can be difficult to know exactly where to go.” We love podcasting. We (probably) love podcasting more than the average person, but even we can admit it’s a bit difficult to get your footing when you start with podcast ads. Luckily for you, Matt Cisneros, founder of Backyard Ventures, joins Heather Osgood on today’s episode to go over all the basics. In this episode, Heather and Matt discuss: Do hosts need a presence on other social media platforms to get ads on their show? How to target the right audience and find your end buyer Different ways to empower new brands to make small, right campaign decisions Tips to avoid ad burnout ________________________________________ 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
Wed, July 19, 2023
Podcasting is Under Construction
“Things like Facebook, CTV, etc. Like basically any other digital sort of channel, the ad tech ecosystem, the tools that advertisers use and that publishers use to get ads out there, is a lot more mature and a lot more bulletproof, and podcasting is… I think it’s safe to say that’s not necessarily the case in podcasts. That’s still very much under construction.” It might not seem like it since it’s all we talk about on The Podcast Advertising Playbook, but podcasting is still pretty new. Podcast advertising is nowhere near as established 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
Wed, July 12, 2023
Prioritizing Brand Sustainability
“We always try to say, no matter how much data we have, no matter how strong of a relationship we have with our hosts, things can still happen.” The threat of controversy is always in the back of an advertiser’s mind. What if the show they’re partnering with offends people? What if old, harmful tweets from the host come to light? There’s no way to know what the future holds, but there are ways you can prioritize your brand’s sustainability. Today’s episode of The Podcast Advertising Playbook is a special one because, 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
Wed, June 28, 2023
Utilizing a Niche Audience
“I think that’s how a lot of really good podcasts are made. When you’ve got that passion, and you have a message that you really want to share and get out into the world - and there’s no trepidation of, like, I have to have everything planned out perfectly.” It’s not every day that we talk about True Native Media on The Podcast Advertising Playbook, but today’s guest is one of the many hosts we work with. Gillian Tietz is the host of the Sober Powered podcast and founder of Sober Powered Media, a 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
Wed, June 21, 2023
It's All About the Data
“So, there is something here. This medium works - it builds trust. It’s more authentic, and it just creates that craved for human connection that people really want. And especially when they’re thinking about brands. I think people really want to trust the brands that they work with. And podcasting does that.” We’ve said it a hundred times - podcasting is unique because of the relationship built between the host and the audience. When a host recommends a brand to their audience, it’s as if they’re a friend recommending a product. 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
Wed, June 14, 2023
Podcast Advertising on a Global Scale
“Australians are used to hearing a US accent deliver a Blue Apron ad. And because of that, when Australians hear a US accent in an ad space on a podcast, they tend to now switch off because they know that product’s not for them.” We talk a lot about podcast advertising here on The Podcast Advertising Playbook, but we rarely talk about it on a global level. Corey Layton, Head of Digital Audio/iHeartPodcast Network Australia at ARN, is here to share his experience leading podcast advertising on the other side of the world. In today’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
Wed, May 24, 2023
NPR Style Ads
“I think we kind of owe it to ourselves as publishers to remember what made podcast ads so effective in the first place - they actually sounded authentic.” NPR is one of America’s largest media companies - so they must be doing something right! In today’s episode, Heather Osgood is joined by Brett Robinson, Senior Vice President of Ad Operations at NPR. During their conversation, they discuss: Ways the podcast industry has changed over the years. How ads are run at a non-profit. The importance of building trust between a brand and listeners. Why you might be missing out if you’re not using contextual targeting. Challenges facing programmatic ads. What a lead ad is and why you should be running them. ________________________________________ 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
Wed, May 17, 2023
IAB’s 2023 Podcast Ad Revenue Report
It’s time for the IAB’s annual Podcast Advertisement Revenue Report! IAB stands for the Interactive Advertising Bureau, and each year they put together an event where advertisers and content creators alike come together and talk about opportunities within the podcast space - but we’re most excited for the revenue study. This revenue study gives us a great picture of where we’ve been and where we’re going when it comes to podcast advertising. In today’s episode, True Native Media CEO Heather Osgood is here to break down the revenue study and discuss what the future holds for podcast advertising. Read the full study here. ________________________________________ 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
Wed, May 10, 2023
Avoid Advertiser Fatigue
“I have certainly had conversations with some of the OGs in the podcast space that are like, ‘Hey, podcasts were created to be ad-free. We were trying to get away from this in terrestrial radio, and that’s why we started podcasting.’ I totally get that, but also, it feels like there are people you can reach on podcasts that you can’t reach with any other marketing messages.” Getting ads on your podcast is only half the battle. The real work comes when you create your ad and find a balance between the number of ads and the length of your show. Kimberly Alexandre of Branded Podcast Pros joins Heather Osgood to talk through everything you need to avoid advertiser fatigue. Heather and Alexandre discuss: The benefits of a small, intimate podcast network. The importance of multiple voices in one campaign. Reasons you need to keep in contact with the brand during an ad campaign. Direct Response vs. Brand Conversions. Challenges facing podcast discoverability. ________________________________________ Subscribe here so you never miss a new episode! ________________________________________ 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
Wed, April 26, 2023
Podcast Advertising is Influencer Marketing
“If you’ve never done podcast advertising before, when you run your first campaign, as much as I would love to say that it’s gonna knock it out of the park, it probably isn’t.” Your first ad campaign probably won’t be your best - but we all have to start somewhere, right? Sarah Marini, Senior Manager of Audio Partnerships at Athletic Greens, joins True Native Media founder Heather Osgood on today’s episode. Sarah shares her wealth of knowledge surrounding successful podcast ads, including why it’s okay if your first ad isn’t a home run. Tune in to learn: Why influencer marketing is podcast advertising. How to leverage podcasts of all sizes. A strong ad campaign takes time. The importance of understanding your core audience. How they track campaigns at Athletic Greens to determine if something isn’t working. Challenges that the podcast industry is currently 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
Wed, April 19, 2023
Get Excited About Your Ads
“It’s a privilege to get the attention of advertisers. Just as much as it's a privilege for advertisers to be able to work with certain publishers and podcast hosts.” Podcast ads aren’t always easy to produce, and we can all tell when the host is phoning it in. This week’s guest is right; finding a show to advertise on and having ads on your show is a privilege - one that should be taken seriously by both parties. A.J. Feliciano, Head of The Roost Podcast Network, joins True Native Media CEO Heather 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
Wed, April 12, 2023
Getting Thoughtful With Ad Formats
“What makes podcast advertising unique is the ability to establish intimate relationships that are real, and, you know, aren’t digital.” We’ve all heard the joke - if you’re a podcast host, you get a mattress! And who knows more about mattress podcast ads than Ashleigh Colón, Offline Media Manager at Eight Sleep? We think she’s the expert, which is why she’s joining Heather Osgood on today’s episode of The Podcast Advertising Playbook. While mattress ads are a category of their own, Ashleigh also offers her expertise on: How audience size 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
Wed, March 22, 2023
Your 2023 Podcast Movement Recap
“So I want to close out and leave you with this thought: How are we elevating the voice of the podcast host?” It’s easy to feel isolated when you’re in podcasting. A lot of the time, you’re working alone behind a computer screen, but the podcast community is amazing - which is why we LOVE podcast events. Our True Native Media sales team joined our CEO and VP at Podcast Movement Evolutions in Las Vegas, Nevada. Today, Heather gives her recap of everything you need to know about the future of podcasting. This includes: How the economy is affecting podcasting The 411 on programmatic advertising Whether or not you need podcast reviews Why everyone’s talking about ChatGPT and AI services What’s new with dynamic ad insertion If you missed Podcast Movement but don’t want to miss out on changes in the industry, 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
Wed, March 15, 2023
A Guide To Pixel Tracking
“The great thing about Pixel Solutions, to your point, is that you’re not asking the client to complete an extra step, to remember a URL, or to remember a promo code. You’re allowing them just to access the website however is easiest for them, and then we can tie that to the actual show that drove them there.” If you’ve spent any amount of time in the podcasting industry, you’ve heard about pixel tracking. But what does that mean? What are pixels? That’s exactly what Caleb Mansfield explains on today’s episode of The 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
Wed, March 08, 2023
Do You Have Too Many Podcast Ads?
“Yes, there’s a warning that podcast listeners want to get away from ads, and they’re starting to recognize ads on podcasts… [but] people still trust podcast advertisements more than they do radio or TV ads.” Podcast ads are special because the listeners trust to host like they trust their best friend. But is it possible to have too much of a good thing? That’s exactly what Gabriel Soto, Director of Research at Edison Research, aims to answer on today’s episode of The Podcast Advertising Playbook. In this episode, Heather and Gabriel 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
Wed, March 01, 2023
The Podcast Industry Is Changing
“We cannot continue to sign contracts that say the ad is going to live in the episode forever. That’s right. You heard it - forever.” Today, Heather Osgood is back with a solo episode to discuss the changes she’s been seeing in the podcast industry. This includes: Faked in ads and why we need to start calling them what they are. Ways to make dynamically inserted ads more successful. Why we should move towards a pure CPM pricing model. The podcast industry is changing… are you able to keep up? ________________________________________ 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
Wed, February 22, 2023
Approach Your Next Campaign w/ Confidence ft. Brittany Bernado
“The other thing is, if you’re utilizing host read ads and the host is game, please let them do their thing. The host knows how to speak to their audience, and they know what resonates.” We are so excited to introduce our new Senior Director of Revenue and Sales Strategy, Brittany Bernado! Brittany joined the True Native Media team a few months ago, and she’s ready to share her wealth of knowledge with us here at The Podcast Advertising Playbook. Brittany and Heather discuss: A successful three-prong strategy for advertising Why advertisers need to 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
Wed, February 15, 2023
Your 2023 Podfest Recap w/ Nick Gryniewicz
“The thing that I heard [at Podfest] that was kind of interesting was a speaker that used the phrase, ‘‘spend time with your audience.’ Podcasting can be this kind of one-way street where you’re talking at the audience, and in many ways, the audience kind of talks back to you, but you don’t necessarily respond… If you invest your time in them, other people will see that, and you’ll build more of a community there.” Our very own VP, Nick Gryniewicz, is back again with Heather Osgood on today’s episode of The Podcast 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
Wed, February 08, 2023
Constructing a Good Ad w/ Lindsay Graham
“No one is really special… You have the same problems as everyone else, and if you can connect with some sort of empathy to the problem that’s being solved by this [product], I think you will find an audience in the sponsorship.” We’ve all heard a podcast host start an ad read by saying, “I SWEAR I’d never promote a product I didn’t love and use every day.” As consumers, this transparency is part of the reason we love podcasts, but is the host being too selective? Could they ethically promote a product they don’t 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
Wed, January 25, 2023
Do Podcasts Have a Privacy Issue? w/ Jordan Bentley
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
Wed, January 18, 2023
Podcasts Can’t Survive Without Diversity w/ Tangia Al-awaji Estrada
“When we don’t have that level of diversity in our industry, it doesn’t bode well because you’re very quickly going to be irrelevant. As those younger people and those new minds come into things, if it doesn’t engage them, they just won’t deal with it. There won’t be like some kind of fight by the next generation to save podcasting. They just won’t engage with it.” Tangia Al-awaji Estrada is the co-founder of BIPOC Podcast Creators, and today she sat down with Heather Osgood to talk about diversity and podcasting. (BIPOC = Black, Indigenous, and People of Color) Heather and Tangia talk about: What is BIPOC Podcast Creators? The current demographics of podcast creators. Gen Z & their demand for diversity and inclusion. Discoverability issues for minority podcasters. Gen Z is entering adulthood, and they value diversity. If you’re not willing to adapt, your show might be left behind. ________________________________________ To learn more about BIPOC Podcast Creators, visit their website: https://www.bipocpodcastcreators.com/ Connect with Tangia Al-awaji Estrada: hi@bipocpodcastcreators.com https://www.instagram.com/tangiarenee/ https://www.linkedin.com/in/tangiarenee/ ________________________________________ 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
Wed, January 11, 2023
An Audio Revolution w/ Jay Green
“One of the things that you and I had been talking about is this idea of creating a successful relationship from beginning to end… We want the content creator to be rewarded. We want the ad seller to be rewarded, and we want the advertiser to be rewarded. It has to be a win across the board.” In today’s episode of The Podcast Advertising Playbook, Heather is joined by Jay Green. Jay is the SVP, Podcast Strategy & Operations at Cadence13 and has great experience in the advertising space. Heather and Jay discuss: - 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
Wed, December 21, 2022
A True Native Media Deep Dive w/ Nick Gryniewicz
“So, the way that I always love to think about it is for the independent podcaster, True Native Media really acts as a pseudo sales arm.” In over 100 episodes of The Podcast Advertising Playbook, Heather Osgood hasn’t spent a lot of time talking about what we do at True Native Media - but that’s about to change. Heather is joined by our brand new Vice President, Nick Gryniewicz, to tell you everything you need to know about how True Native Media can take your podcast from a hobby to a full-time job. In this 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
Wed, December 07, 2022
The World of Programmatic Ads w/ Rockie Thomas
“I have to remind people… Let’s just say audio or digital. Audio, in general - it’s a perishable media.” Once the opportunity to monetize on audio is gone, it’s GONE. That can sound pretty scary if you’re new to podcast advertising, but the CRO of SoundStack, Rockie Thomas, believes programmatic ads can capitalize on optimization in real time. In our newest episode of The Podcast Advertising Playbook, Heather Osgood and Rockie Thomas discuss: Programmatic ads & the different ways to work with them The power of personal endorsements Dynamically inserting ads vs. embedding ads 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
Wed, November 23, 2022
You Can’t Have Back-to-Back Ads w/ Thomas Mancusi
“I’m a sales guy, but if I could sell things and see it affect someone else’s livelihood and go from, you know, doing what was a hobby to doing what they love is part of the love that I have for [the podcasting] space.” If you’ve made it to this episode, you must love the podcasting space as much as we do. And one of the reasons we love it so much is because everyone is so willing to help everyone else. Which is exactly what Thomas Mancusi, CRO at AudioBoom, did on today’s episode with True Native Media founder Heather Osgood. In today’s episode, Heather and Thomas discuss: - “Faked-in” Ads - Sonic Identifiers - What happens when you have too many ads in one episode - Predictions for the industry This isn’t 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
Wed, November 09, 2022
Content Alignment and How It Impacts Advertising Results with Ame Fuhlbruck
“My biggest encouragement is always keeping an open mind. Keep an open mind and keep very strict reporting. Both are equally important. And, with those paired, I think you can create a very easy roadmap for successful advertising within the podcast industry.” One of the cornerstones of successful advertising is always testing new things, but who hasn’t been stuck in their comfort zone before? If you’re currently feeling a little stuck, you’re in the right spot. In today’s episode, Heather Osgood is joined by True Native Media’s very own account executive, Ame Fuhlbruck. In her almost two years at True Native Media, Ame has become an expert in analyzing successful podcast advertising campaigns. Ame and Heather discuss: Content alignment and how to achieve it. The difference between audience targeting and content targeting. Identifying where your campaign is gaining traction. Understanding the listening patterns of your audience. How brand safety plays a role in content alignment. Why you need to keep an open mind in advertising. To learn more about Ame, visit truenativemedia.com or connect with her on LinkedIn . 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 - https://www.linkedin.com/in/podcastadvertising/
Wed, October 26, 2022
Lookalike Audiences and Building Campaigns with James Ingrassia
Are you doing everything you can to make a successful podcast advertising campaign? “Podcast buying, let’s say this tongue in cheek, but it’s hard. It’s not easy…The goal is that you’re getting those really engaged people who, you know, are listening to the host for that content, and they’re gonna convert.” James Ingrassia, EVP Client Services at Oxford Road. Creating and executing a podcast advertising campaign can get tricky. From identifying your target audience to finding shows that align with your brand messaging, there are a lot of things to consider. This is why I sat down with James Ingrassia to make sure you feel ready to tackle your next podcast advertising campaign. In this episode, we discuss: Lookalike audiences and how they can influence your campaigns. The similarities between old-school radio ads and newer podcast ads. Why you should be implementing a “how’d you hear about us” survey. How podcast hosts as influencers impact ad campaigns. Podcast advertising and why it’s not as easy as you might think To learn more about James, visit Oxfordroad.com or connect with him on LinkedIn . Read the accompanying blog post here. 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 - https://www.linkedin.com/in/podcastadvertising/
Wed, October 12, 2022
6 Podcast Advertising Trends To Watch 2022
Wed, September 28, 2022
Essential Tips and Tricks for Brand Advertisers in Podcasting
“What an advertiser’s doing with podcasting, they’re really leaning into or capitalizing on the super intimate relationship the host has built with their audience.” Meredith Krantz Vice President, Digital Partnerships at Westwood One. Not all brands utilize podcast advertising, but maybe all brands should. The lack of clear standardization across the podcasting space can make podcast advertising look like the wild wild west, but podcasts have uniqueness and authenticity that can’t be ignored. The podcast advertising space is growing fast, and Meredith Krantz from Westwood One is here to ensure we’re growing with it. We discuss: Brand Advertising 2.0 Why you need to get out of your marketing comfort zone The impacts of mixing up your creative content What to do when you’re ready to scale your reach Why your brand should be utilizing podcast advertising To learn more about Meredith, visit WestwoodOne.com or connect with her on LinkedIn . 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 - https://www.linkedin.com/in/podcastadvertising/
Wed, September 14, 2022
Dark Social Has Transformed The Buyer's Journey with Chris Walker
"Marketers that continue to copy the Salesforce playbook from 2006 for their 50-person SaaS company will continue to struggle. Nobody in a growth phase can win with this strategy anymore." Chris Walker Founder and CEO of Refine Labs. Buyers are taking an entirely new approach to make a purchasing decision. They are using slack communities, podcasts, social posts, friends' recommendations, and events to find solutions to their problems. Marketers stuck in the old ways will fall off if they don't understand how to use and measure their success with dark social and zero-click content. One of the most significant issues is marketers don't know how to change their mindset or where to start this new strategy. So I invited Chris Walker from Refine Labs to help us out. We discuss: What dark social means How it is impacting the buying journey How podcasting and podcast advertising is involved How marketers can measure their efforts What the future holds for marketing To learn more about Chris, visit refinelabs.com or connect with him on Linkedin . 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
Wed, September 07, 2022
2022 Podcast Movement Highlights and Exciting News
Podcast Movement is my favorite event of the year. I get to see old friends and make new ones. I network with clients and discuss my favorite topic - anything related to podcast advertising. This year felt so good to see everyone in person ready to do business. Although I don't get to attend many sessions because I am jam-packed with meetings, I have conversations with industry leaders about important topics. These are what I will share with you today. Dynamic ad insertion was a hot topic this year. The main point was how we could make DAI as effective as baked-in ads. How can the industry standardize and put processes in place to improve DAI? Us versus Spotify. There are many independent podcasters and podcast companies at Podcast Movement, so this conversation got many people fired up. (I share some personal thoughts on this in the episode.) The amazing new tech that is developing in the industry. Brand Safety versus Brand suitability - are two very different things. Maintaining a collaborative and inclusive culture within podcasting. There has been growth, but how can we do more? If you attended Podcast Movement 2022, let me know what you learned by tweeting @truenativemedia with your favorite takeaways. P.S - I also have some exciting news to share ( a new company I just launched called The Podcast Broker), so listen to the end to hear more about how you could sell your podcast and make money! Visit https://www.thepodcastbroker.com/ to learn more. ____________________________ Please consider subscribing and leaving a review if you get value from the content. You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - True Native Media LinkedIn - https://www.linkedin.com/in/podcastadvertising/
Wed, August 31, 2022
Why is Brand Safety A Hot Topic In Podcast Advertising?
I don't think we talk enough about brand safety in podcasting. You might ask yourself, "Well, Heather, what is brand safety, and why is it important in podcast advertising?" As Tamara Nelson, Co-Founder of Barometer explains, "Whatever content you advertise on is what your brand becomes associated with, and that can sometimes be a very negative association." Podcasting is relatively unregulated, so it can create challenges for marketers and brands looking to advertise in the space where anyone can create the content they want. Marketers don't have all of the information at their fingertips to track the ins and outs of every podcast episode, so Tamara has created Barometer to help solve this issue. She also talks about GARM (Global Alliance For Responsible Media) and the guidelines they are creating for podcasting to help mitigate issues for advertisers. GARM is a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetization via advertising. I found this conversation to be highly enlightening and really helped me t understand the difference between brand safety and brand suitability and why we should all be talking about the growth of this industry sector. To learn more, visit Barometer's website . You can also connect with Tamara on LinkedIn . 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
Wed, August 17, 2022
Here’s Why You Need A Brand Audio Strategy
Over the last five years, audio has risen to challenge video in a way I never thought would happen. While everyone says, "Attention spans are getting shorter; make bite-size content," I have seen the long-form podcasting style thrive. But many brands are not paying attention to building a robust audio strategy because they are stuck on attracting GenZ on TikTok. So how do you create a brand audio strategy? It's a great question that not many people know the answer to. So I invited Korri Kolesa, CRO at Veritonic, to share her expert knowledge on what a brand audio strategy is (hint: it's not just podcasting) and how a brand can start to build it. "Are you playing in terrestrial space? Do you have a sonic logo? How are you building your audio footprint to make your brand unforgettable?" These are all questions that Korri recommends you strategize over. We also discuss measuring your audio ads for quality, effectiveness, and competitive advantage using Veritonic's exclusive audio scoring. "It allows us in the market to understand the benchmark of audio. What is that human response to sound, and how do you quantify that?" This was a fascinating interview, and I encourage you to learn more about the benefits of creating a brand audio strategy from this episode. To learn more about Veritonic, visit their website . You can also connect with them on LinkedIn . 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 - https://www.linkedin.com/in/podcastadvertising/
Wed, August 03, 2022
What 17 Years of Podcast Advertising Taught Me With Todd Cochrane
I feel like I have been in podcast advertising forever (6 years). But then I talked to Todd Cochrane, a friend, and fellow podcast enthusiast, who has been selling ads on his show and many others for 17 years, and I realized there is always so much to learn. "Smaller shows have much higher engagement than bigger shows. The audiences are much more loyal. They're much more willing to try a product or service because they support the podcast." He shares his secret sauce for keeping his advertisers and audience happy while maintaining his podcast income. I find Todd's relationships with advertisers fascinating, especially his partnership with GoDaddy since 2005. He talks us through that relationship and how it evolved over the years. He shares how he has managed to keep them and what he does for other podcast advertisers to build stronger, long-lasting relationships. He also discusses how he uses his website and blogs as a traffic source to bring new monthly listeners to the podcast. We also cover the topic of diversity and how Todd has seen and helped the podcasting industry move towards being more inclusive. "Underrepresented groups are now using podcasting to get their voice out, whereas they could never do that via mainstream media because whatever reason that was geopolitical wise." To connect with Todd, email him at todd@blubrry.com or DM him on Twitter. 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
Wed, July 20, 2022
Brands and Podcasters Legal Rights with Gordon Firemark
Recently, some very strange product companies have reached out to try podcast ads. It got me thinking about the legal side of podcast advertising and if there was one. We don't deal with it, so I invited Gordon Firemark to the podcast to share his expertise on the subject. "I sometimes talk about the podcast prenup. People (brands) working on the show with us should know what they get, what they own, and what they're not entitled to. It's protecting our intellectual product." Gordon and I discuss important topics like: What happens when a brand uses a host's ad as an endorsement on their website, social media, and more without their consent? What should be included in an advertising agreement to safeguard the brand and podcast? Why brands should be aware of brand safety and host compliance before forming a relationship. Can the government regulate what a host can advertise on their podcast? Plus so much more. To learn more about what Gordon does and how he can help with podcast legal issues, visit his website: https://firemark.com/ . You can also visit https://www.gordonfiremark.com/ . 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 - https://www.linkedin.com/in/podcastadvertising/
Wed, July 06, 2022
Are Your Podcast Ads Working? Jeff Vidler Talks Podcast Advertising Research
Have you ever wondered how advertisers know if their brand initiatives are working correctly? I am a huge proponent of data and Jeff Vidler, Founder of Signal Hill Insights is helping podcasts and advertisers measure their efforts with brand lift studies, surveys, and more. “One thing we do have with podcasting is we have digital data that gives us census level data as a baseline that we can use and work from that and really give advertisers a chance to see how the mediums working.” Jeff is able to work closely with other companies, such as Triton Digital, to blend survey and census data together to get a clearer picture of who is listening. “You've got apps, like Spotify, that will give you demographics, but that's filtered through who uses those apps. It's not necessarily a reflection of their entire audience. There are household graphs that you can get, but IP addresses are not personal. So we think that surveys are an important step toward getting demographics into podcasts measurement. To connect with Jeff, reach out to him at jeff@signalhillinsights.com or visit their website: https://signalhillinsights.com/ 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 - https://www.linkedin.com/in/podcastadvertising/
Wed, June 22, 2022
Small Podcasts Have A Shot At Podcast Advertising
With limited inventory and only the top 1% of podcasts getting the advertising dollars, what happens to the rest of the smaller shows? How do they get a piece of the advertising pie? Dave Hanley, Chief Revenue Officer for Advertisecast joins me on the podcast to talk about how they are working to open opportunities for independent podcasts with fewer download numbers to get in front of advertisers. With their recent acquisition of PodGo, shows as small as 200 downloads per episode can have a shot at advertiser deals. This is also a boon for first-time advertisers testing podcasting. It allows them to spread their dollars across a larger sum of shows to test out genres, demographics, topics, offers, and creative. Fine-tuning their campaigns to graduate to larger, pricier shows. Dave and I also discuss why continual education about podcast advertising is critical to its success and how we are both working towards better guiding brands to find deeper results. You can connect with Dave via email: dave@advertisecast.com or visit the website: https://www.advertisecast.com/ 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 - https://www.linkedin.com/in/podcastadvertising/
Wed, June 08, 2022
IAB Podcast Advertising Revenue Study Reaction (2021)
I love this report from the IAB. I am always very excited for the IAB Upfront event when they share their findings each year. Most of the time, there are statistics that I am already aware of, but then there are some outliers that either bring me joy, or shock. This year, I am happy to report that I am overjoyed with the results. I would like to share my favorite stats from the study with you and tell you why I think they are important to focus on. If you are interested in podcast advertising and you are just getting started, please download our guide here: https://info.truenativemedia.com/marketers-guide-to-podcast-advertising If you are interested in podcast advertising, please reach out to us at True Native Media or connect with Heather on LinkedIn. 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 - https://www.linkedin.com/in/podcastadvertising/
Thu, May 26, 2022
Do Companies Need A Branded Podcast? Featuring Graham Brown
I am fascinated by internal company podcasts and how corporate companies are taking advantage of audio to distribute communications to their employees. I have been following Graham Brown, Founder, and CEO of Pikkal, a corporate podcast agency in Singapore, for quite some time, so I invited him to talk to me about the work he does and find out how companies benefit from branded podcasts. "There's a big group of corporate people who have a significant need. It's not a content problem; it's a communications issue. So how do they speak authentically and communicate like humans? When you put it in the corporate context, a lot of that can be lost and obscured by the parameters of how companies traditionally communicate, through white papers or press releases or through the lens of coms, which tends to edit everything." Graham and I discuss options for advertising and why corporate podcasts are a global phenomenon. We also talk about some of the challenges Graham sees the industry facing and how we should look differently at the data we currently get from podcasts. (Which was so interesting). To learn more about Pikkal, visit the website: https://www.pikkal.com/ You can connect with Graham on his website: https://grahamdbrown.com/ If you are interested in podcast advertising, please reach out to us at True Native Media or connect with Heather on LinkedIn. 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
Wed, May 11, 2022
Brand Suitability In Podcasting with Ad Results Media
I loved chatting with Lindsay Smith from Ad Results about working with their clients on brand suitability, otherwise known as brand safety. "We like to focus on the term suitability because, as an agency, we don't want to deem what shows are safe or unsafe. Instead, we want to match brands with suitable shows for their core values." Lindsay shares her process for monitoring ad-reads and working with podcasts and clients to create high-quality ads that convert. We also talk about how brands have different suitability floors and how it's essential to recognize and cater to those differences to find success. We also address the rise of dynamic insertion and how that affects brand safety or suitability. To learn more about Ad Results, visit the website: https://www.adresultsmedia.com/ Connect with Lindsay on LinkedIn: https://www.linkedin.com/in/lindsay-smith-678410165/ Connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/ If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com If you enjoy the content, please consider subscribing!
Wed, April 27, 2022
How RedCircle Connects Brands and Podcasters
It is very hard for brands and indie podcasters to connect. Most of it is done manually with a direct relationship, network, or representation agency, like True Native Media. Mike Kadin saw an opportunity to help indie podcasters and brands to connect faster with RedCircle. "We started talking to these podcast creators and asking them, what are the challenges you face? And even more than making money, or making more money, was the need to grow their audience. They want more people to be able to hear what they are trying to say. And at the time we released some podcast hosting software, we had also built an underlying dynamic insertion engine that enabled dynamic audio and advertising opportunities." I chatted with Mike about what marketers want from the podcast industry in order to be successful and how the new technology and services like RedCircle can help bring more ad dollars to the space. "I spent a lot of time talking to marketers when I worked at Uber. I built software for marketers and they want to have that perfect 360-degree view of the customer. But I think there's no companies in the world that actually have a view like that." To learn more about RedCircle, visit the website: https://redcircle.com/ Connect with Mike on LinkedIn: https://www.linkedin.com/in/michael-kadin-a341571b/ If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com Or connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/
Wed, April 13, 2022
We Want Transparency In Podcast Advertising
The podcast industry struggles with transparency when it comes to pricing, results, and measurements. There are several reasons why this is the case. So I invited Marty Michael, CEO, and Co-Founder of Gumball (a podcast advertising marketplace), to the show to chat about how his software is trying to break the transparency barrier in podcast advertising. We discuss why brands won't share their results and pricing rates and why this makes it challenging for standardization across the podcast industry. We also talk about why it is so challenging to place ads and how innovation is happening to reduce the friction of ad buying in podcasting. To learn more about Gumball, visit the website: https://gumball.fm/ Connect with Marty on LinkedIn: https://www.linkedin.com/in/martymichael/ If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com Or connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/ ________ 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
Wed, March 30, 2022
How Brands Scale Their Podcast Influence with Todd Gallet
I had one of the most open and honest conversations with Todd Gallet, Head of Partnerships at Podcorn, about how brands (if they are strategic about it) can book tons of inventory on smaller shows and get better results than trying to run on one or two huge well-known shows. "Not every brand is an excellent fit for the biggest shows. So if you're a new brand getting into the space and you're going to go after Joe Rogan, it could be a huge miss, quite frankly. You're going to get the audience, but it's not necessarily going to convert. You can move downstream to smaller shows for more inventory, and it also allows you to test more cost-effectively and then scale." Todd and I discuss how he is helping smaller podcasts and brands find an easy way to connect and partner together, and how advertisers with larger budgets can scale with smaller shows. Todd comes from an influencer ad sales background then successfully transitioned into podcast ad sales. "Influencer marketing and podcast advertising are almost an exact parallel. We were a marketplace for YouTubers, and all of that was about finding the host who had the right personality, the proper connection with your brand, and who could authentically deliver an endorsement. To me, podcasting is the exact same thing." We also cover why setting expectations upfront is critical to campaign success, and also why no ROI is not necessarily a loss. To learn more about Podcorn, you can visit the website - https://podcorn.com/ Reach out to Todd at todd@podcorn.com. 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 - https://www.linkedin.com/in/podcastadvertising/
Wed, March 16, 2022
Podcast Advertising Needs To Be Easier To Buy and Scale
As traditional influencer marketing platforms (Facebook, Instagram, etc.) get increasingly over-saturated with influencer-type content, it's effortless for consumers to swipe right past ads. And so, companies have started to look for new avenues to reach their customers. And that's where podcasting comes in. But many digital marketers are used to a centralized platform to buy ads with a few clicks. Podcast advertising is lacking in this area, creating a barricade for more digital marketers to transfer a part of their influencer budget into podcasting. Anna Ratala, Co-Founder and CEO of Zvook.co joins me on the podcast to discuss how she is trying to remove the ad-buying barrier and bring more ad spend into podcasting. We discuss how the goal is to add podcast advertising into a marketing mix to support and complement what marketers are already doing. We also talk about the struggle of how to attribute conversions to podcast ads, and what you can do to measure its success. If you want to learn more about Zvook.co, visit the website - https://zvook.co/ You can connect with Anna on LinkedIn . Contact Heather on LinkedIn if you want to advertise with True Native Media's podcasts. 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
Wed, March 02, 2022
Why Programmatic Podcast Ads Are Good For Podcasting
I can go on and on all day about how important and influential host-read endorsement ads are, but the reality is we need programmatic ads in podcasting for various reasons. Today, I want to share the research I have done because I think that programmatic ads have a place in podcasting and will help the industry continue to grow. I will cover topics like: Targeting Technology development New advertisers Ease of purchase Automation 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 - https://www.linkedin.com/in/podcastadvertising/
Wed, February 16, 2022
Podcast Advertising Advice From Ray Harkins at iHeartRadio
I have always admired Ray Harkins's career in podcasting. He started out at Midroll, the posterchild company for podcasting. Then he moved to Stitcher and is now the West Coast Lead Podcast Strategist for iHeartRadio. I really wanted to dive deep into the growth and evolution of podcast advertising with Ray because he has been pivoting in the industry for so many years, staying in tune with dynamic and programmatic developments. We talk about the major changes he has seen over the years, as well as what development is coming. We collectively gush over our love of host-read ads and why the future of podcast advertising is dynamic. Ray also shares some honest advice to brands and podcasters about succeeding in ad sales and why authenticity matters. Connect with Ray on Linkedin or listen to his podcast 100 Words Or Less: The Podcast . Contact Heather on LinkedIn if you want to advertise with True Native Media's podcasts.
Wed, February 02, 2022
Podcast Advertising From An Agency Perspective With Glenn Rubenstein
We talk a lot about what podcast advertising is like from a brand's or podcaster's perspective, but what about the agencies that support these brands? How do they manage to bridge the partnership between podcasters, networks, rep firms, and brands? In this episode with Glenn Rubenstein, Founder of Adopter Media, we discuss how the industry is evolving and how Glen and his agency are pivoting to adjust to the changes. We also talk about managing advertisers' and publishers' expectations to find success for all. With over 100 million dollars in ads placed since he started, Glenn shares his expert knowledge about what makes a successful campaign and what we should be watching out for as the industry grows. To connect with Glenn, visit Adopter Media , or connect with Glenn on LinkedIn .
Wed, January 19, 2022
How to Create High Converting Ads With Stew Redwine
"We talk about brevity, clarity, and potency, making every word count so that every ad will count. Never use two words when one will do." Stew's extensive experience in performance marketing allows him to craft high-converting podcast ads. In this episode, we discuss why it is critical to have clarity in an ad and how advertisers can support hosts in driving the brand message. He also talks to me about what hosts can do to be more involved in the creative process and ultimately get more sales from their ads. He encourages hosts to ask questions like, "How are you [advertiser] attributing success to this? Is this the best offer you have available anywhere?" Here are some of the critical components that Stew covers in this episode Grab attention Hold attention Build Trust Clarity Be specific and back up your claims Create scarcity Stew uses his in-depth knowledge to help educate others and improve the overall quality of podcast advertising. He recently wrote an article for Sounds Profitable, essentially giving away all his secrets. I absolutely love talking with Stew and laughing a lot! To learn more about Oxford Road, visit their website , or reach out to Stew Redwine . Contact Heather if you want to advertise with True Native Media's podcasts.
Wed, January 12, 2022
How To Create High Converting Podcast Ads with Stew Redwine
"We talk about brevity, clarity, and potency, making every word count so that every ad will count. Never use two words when one will do." Stew's extensive experience in performance marketing allows him to craft high-converting podcast ads. In this episode, we discuss why it is critical to have clarity in an ad and how advertisers can support hosts in driving the brand message. He also talks to me about what hosts can do to be more involved in the creative process and ultimately get more sales from their ads. He encourages hosts to ask questions like, "How are you [advertiser] attributing success to this? Is this the best offer you have available anywhere?" Here are some of the critical components that Stew covers in this episode Grab attention Hold attention Build Trust Clarity Be specific and back up your claims Create scarcity Stew uses his in-depth knowledge to help educate others and improve the overall quality of podcast advertising. He recently wrote an article for Sounds Profitable, essentially giving away all his secrets. I absolutely love talking with Stew and laughing a lot! To learn more about Oxford Road, visit their website, or reach out to Stew Redwine. Contact Heather if you want to advertise with True Native Media's podcasts.
Wed, January 05, 2022
How To Secure Long-Term Podcast Advertising Partnerships
It is rare to find a podcaster who has been productively selling ads for several years in podcasting. So when we asked Samantha to join us on the podcast to talk about how she has been so profitable, she was happy to share her advice for advertisers and podcasters looking to build long-term relationships. "I think that advertising isn't the right choice for all podcasts out there. It depends on the type of podcast that you have, the kind of message that you're bringing to the world, and what kind of monetization strategies that you're planning to partake in." To connect with Samantha, visit Pineapple Podcasting or reach out to True Native Media for advertising opportunities.
Wed, December 22, 2021
Podcasting And The Social Audio Ecosystem With Steve Olsher
With the rapid rise of Clubhouse, Twitter Spaces, Facebook Live Audio Rooms, and Spotify Greenroom, podcasting suddenly got a bit scared about its audiences' loyalty. So we called in social audio and podcasting specialist Steve Olsher to join us on the podcast and chat about creating a successful partnership between podcasting, social studio, and monetization. We cover reasons for the lack of community in podcasting, how Steve is trying to combat that, why he is worried about the podcast demographic, and how people consume podcasts. To learn more, visit Podcast Magazine or connect with Steve via email at steve@podcastmagazine.com.
Wed, December 08, 2021
2022 Podcast Trends and Predictions with Sam Sethi
Can you believe it's almost the end of 2021? What a year! I always like to review what's ahead for us in the podcasting industry, so I invited Sam Sethi, a 30-year podcast veteran, to tell us what he thinks. Sam is the Operational Director at Viral Tribe, the Managing Director at River Radio, and the host and producer of Podland News. A terrific podcast that he does with James Cridland from Podnews. I am so glad I reached out and asked him to chat with me because he shared some fantastic insights into what we should look forward to next year and the future. We touch on what Apple and Spotify have been doing right and wrong this last year, what impressive development is happening with independent developers in the space, and why Sam doesn't bet on YouTube podcasting lasting. And so much more, so make sure you listen through to the end. You can connect with Sam on Linkedin or listen to Podland on your podcast player. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Wed, November 24, 2021
Fatima Zaidi Is Elevating Branded Podcasts
I have always been apprehensive about brands entering the podcast space to create corporate shows without strong guidance from experts. They usually end up as a 30-minute infomercial for their products or services. I am fascinated by the listeners who actively choose to follow brands, and I wanted to learn more about the intricate workings of branded podcasts. So I invited Fatima Zaidi, Founder, and CEO of Quill Podcasting, to share her expertise. "Podcasting is a very new space. And so, just getting to the finish line is such an education process for bigger brands who are so used to putting out content on blogs, maybe YouTube channels, social media, but people still don't necessarily really understand the power of podcasting." Fatima is moving the needle in terms of elevating branded podcasts. Her team has helped many brands to identify their niche within their competitive matrix. "I never recommend creating a podcast purely for sales purposes. Typically, it can have a significant impact on sales and lead generation. Still, the goal of creating a podcast is to tell your brand's story and position yourself as a thought leader and subject matter expert. And first and foremost, the priority should be to educate, inform, and entertain your audience." Fatima talks about what it takes to build a branded podcast. What occurs behind the scenes, and why early adopters will see great success in the future. To learn more, visit Quill or connect with Fatima on Linkedin . _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Wed, November 10, 2021
How Organifi Uses Podcast Advertising To Drive Sales
"We're not looking to load on a bunch of shows every month. We're looking for high-quality shows that can be long-term, long-lasting partners. We're making sure it's a good fit. I love partnerships and relationships. So, when I'm getting on a call with a host, I want to make sure they are interested in Organifi. Maybe they haven't heard of us, but they're asking questions. They want to try the product. They are interested in endorsing the product themselves on the read. The relationship is either yay or nay for me when I see how engaged they are. If a host doesn't want to get on a call necessarily, that is a little worrisome." Hannah talks to me about her strategy for finding quality shows, how she sets up her campaigns, and why embedded ads have worked for them, and dynamic ads have not. She also works through why podcast advertising has been so effective for them and why Orgainfi continues to iterate and improve its current strategy. To learn more, visit Organifi or connect with Hannah on Linkedin . _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Wed, October 27, 2021
The Inside Scoop With Bryan Barletta (What's Happening In Podcasting?)
What happened to all the podcasting acquisitions last year? Why is the industry hating on programmatic ads? Is YouTube muscling its way into podcasting? I welcome Bryan Barletta from Sounds Profitable back on the show to share the inside scoop on what's happening with podcasting. Bryan is a very well-connected industry expert that recently joined the IAB to help move the industry forward and innovate in the space. Whenever I need to know what's going on behind the scenes, Bryan is my go-to resource. He also shares his valuable knowledge through his newsletter, Sounds Profitable . I highly recommend you subscribe! So, grab a drink, and let's get started :) _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Thu, October 14, 2021
Let's Talk: The Growth In Podcast Technology
Pete Birsinger, CEO and Founder of Podscribe, has been testing and creating new technologies in podcasting for the last five years. I am fascinated by the growth and expansion in podcast technology, so I invited Pete to join me on the show to talk about what he is seeing happen in the industry. We cover some of the pros and cons of podcast tech and why it may not be easy to create new software. We also talk about how YouTube may impact the podcast industry as they move to hire executives focused on podcast growth. Pete shares his thoughts on how podcasters can leverage NFT's to monetize their shows in creative ways. You can visit Podscribe to learn more about Pete or connect with him on LinkedIn . _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Wed, September 29, 2021
Understanding Podcast Audience Measurements with Triton Digital
One of the most challenging parts of podcasting and podcast advertising is knowing your audience better. Who are they, what are their preferences, and what are their buying habits? Understanding listener preferences is key to creating better content and ads for listeners. So, I invited Daryl Battaglia, SVP, Market Development & Strategy at Triton Digital, to share his expert knowledge and experience on the subject of audience measurement. Daryl talks about the different ways we can use measurement data to grow audiences and refine marketer's campaign targeting to get more outstanding results. He also talks about the limitations and what he sees evolving from the podcast industry in the next few years. Learn about Triton Digital ; visit their website. You can connect with Daryl on Linkedin .
Wed, September 15, 2021
Answering Marketers Questions About Podcast Advertising
We have had a rush of new advertisers enter the space this month, and many of them had questions that I thought would be useful to you. Here is what the episode will cover: What's the difference between downloads and listens, and what are we tracking? What is the difference between downloads and impressions? What's the difference between dynamic ad insertion and embedded? Are ads priced on downloads or listens? Are there average CPMs for embedded and dynamic ads? What's the difference between Podsights and Chartable? _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Wed, September 01, 2021
A Deep Dive Into The Pricing of Podcast Ads
Today I am talking about how the pricing of podcast ads works for both podcasters and advertisers. I did a live stream recently and was inspired by all the questions I received about podcast ad prices. There is a lot of confusion, so I thought it would be best for me to sit down and demystify it for you. this episode will cover: CPM pricing model in podcasts and who this benefits. The range of prices and why they are so vast. Why some smaller podcasts can charge more than others with larger download numbers. Why the pricing of podcast ads is different depending on the ad type and placement. How smaller shows can leverage bundling to create a win-0win situation for themselves and the advertisers. If you want to watch the live stream video, you can click here . _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Wed, August 18, 2021
My Highlights From Podcast Movement 2021
Podcast Movement took place two weeks ago, and it was wonderful to go to the event and to be able to see everyone face to face (or mask to mask). And I wanted to give you a little recap of some of the things that I learned and encountered while at the event. I'll also cover my initial thoughts on Mark Cuban's keynote session (I wasn't very impressed). Podcast Movement is a yearly event that takes place around the USA. And it's a terrific event because it's a great cross-section of the industry. So you have a ton of podcasters, industry folks, agencies, and you also have all of the vendors. So it's a great collection of movers and shakers in the industry. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Wed, August 04, 2021
What Podcast Ad Lengths Are The Most Effective?
There is a continual debate in podcast advertising about how long an ad should be to be effective. Paul Riismandel, Senior Director of Marketing and Insights for SXM Media, shares his findings with me after they do control testing on ad length and campaign goals. The results may surprise you! We also talk about why goals are critical in determining how a campaign is run and the different results you will see. Paul shares his experience with campaigns that did not go well and what he did to convert them into successes. To learn more about SXM Media, visit their website . You can connect with Paul on Linkedin . _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Wed, July 21, 2021
Füm Makes Podcast Advertising A Top Priority Marketing Channel
Adam McNeil, Online Marketing and PR Manager, joins me on the podcast to discuss how Füm is taking podcast advertising by storm and making it a huge priority in their marketing strategy. Adam shares how he integrates podcast advertising into the brand's marketing mix and how he took learnings from influencer marketing and implemented them into podcast partnerships at scale. He also talks us through their strategy for discovering shows to partner with, what critical factors determine who they work with and why bigger shows are not always better. Adam tells a few well-kept secrets about how he finds high-trust audiences in genres he wants to focus on and what their tracking and measuring system looks like. To learn more about Füm, visit the website . To contact Adam, connect with him on Instagram or listen to his podcast Brewview . _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube
Wed, July 07, 2021
Podcast Advertising: 2021 Mid-Year Predictions And Trends
With the podcast advertising landscape changing so rapidly in the last 6 months, I want to take a moment and talk about the trends I am seeing and my predictions for the next 6 months. I will cover: 1. The rise of programmatic ads and how this will positively affect host-read ads. 2. What dynamic insertion is lacking. 3. The lastest thing advertisers require for their ad campaigns. I would love your take on these, so message me on Linkedin. As of this month, we are moving to bi-monthly episodes.
Wed, June 23, 2021
Understanding Podcast Attribution with Podsights
"In our world of attribution, it has really shifted from being a nice to have to a need to have. We see agencies and brands who will not buy podcast advertising if they cannot get attribution." Sarah Cotenoff, Co-Founder and Head of Partnership at Podsights, joins me today to discuss how podcast attribution is changing and impacting the way advertisers are buying podcast ads. We talk about how Podsights is reacting to the new needs of brands, and why data has become so important in podcast advertising.
Wed, June 16, 2021
How Helix Sleep Makes Podcast Advertising A Success
Martha Gallant, Growth Marketing Manager, joined us to talk about how Helix Sleep, a mattress company, took its podcast advertising strategy to the next level and ended up seeing amazing results. She shares some insightful best practices that they implement with each campaign and tells us about how they specifically approach their buys to build strong, lasting partnerships. In addition, Martha knows selecting podcasts to partner with is both art and data combined and walks us through her selection process.
Wed, June 09, 2021
How Advertising Agency, Veritone One, Leverages Dynamic Ad Insertion
Bart Roselli, SVP Growth for Veritone One, shares some powerful information about how brands can utilize the benefits of dynamic ad insertion to drive campaign goals. He also talks about some of the challenges of dynamic ad insertion and how Veritone One overcomes those issues. Finally, Bart also discusses the major differences between embedded ads and dynamic ads and why host read ads will never disappear.
Wed, June 02, 2021
5 Ways To Buy Podcast Ads For Your Business
More and more companies are joining the podcast ad space, which is very exciting. But the more companies investing in ads, the tricker it becomes to decide the best course of action to take. In this episode, I break down the 5 different ways you can buy podcast ads based on the type of ad you are looking for (programmatic or host read.) _____ ➜ WE DROP NEW EPISODES EVERY WEEK, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube For more information, visit: truenativemedia.com heatherosgood.com
Wed, May 26, 2021
How To Prepare A Podcast Ad Campaign Budget
If you don't know how much money or budget to set aside for your podcast ad campaign, you need to listen to this episode. I will go over the different options and recommendations to follow when creating a podcast ad campaign. I will also share key factors that influence the pricing range in podcast ads.
Wed, May 19, 2021
8 Tips For Building Effective Podcast Ad Campaigns
Advertisers are constantly looking to level up their podcast advertising campaigns. So today, I will share my top 8 tips for building effective podcast ad campaigns that you can include in yours to improve your results and drive more sales. Want to work with us? Contact info@truenativemedia.com.
Wed, May 12, 2021
Expert Advice About Creating Effective Branded Podcasts
When companies like Slack, Charles Schwab, Adobe, and Facebook come to you to create branded podcasts, you know you are doing it right. Steve Pratt at Pacific Content has created some of the most memorable branded podcasts, and he joined me to talk about why he has been so successful. He shares his expert knowledge of making branded podcasts that people want to listen to and why the most important focus is not your company but your audience.
Wed, April 28, 2021
Podcast Advertising Is Reaching The Unreachable On-Demand Generation
Sam Katz, from Marketsmith Inc, joins me on the podcast to talk about his experience with reaching the ever-growing on-demand generation that is opting out of advertising. We talk about how brands and marketers can gain insights from the changing landscape of consumer behaviors by immersing themselves in their habits. We also discuss how podcast advertising can play a crucial role in connecting brands with the unreachable audience that has disengaged from other types of channels.
Wed, April 21, 2021
3 Podcast Advertising Examples That Generate Revenue
In this episode, I play three different ads and break down exactly what makes each one a quality ad-read and how their approach drives sales. Here are a few points I discuss in the episode: - The importance of why a host must try the product/service first. - What makes an authentic and organic ad read. - The best way for the host to combine talking points and personal experience for a powerful impact. - How the content of the podcast affects the type of ad read a host will provide.
Thu, April 15, 2021
Podcasters: The New Influencer For Brands
A podcast host provides a direct link to their audience that goes well beyond a 3-second scroll-by that you get with Instagram influencers. Shreya Sharma from Inside Podcasting talks about how marketers are not educating themselves about their audience who are deeply passionate about audio. She also discusses how we need to bust the myth that podcasting data doesn't exist, and more marketers need to understand the value of host-read ads.
Thu, April 08, 2021
3 Reasons This Podcast Sponsorship Campaign Lost
Review Episode: This brand came to me to help them with their campaign formula because it wasn't working. I break down the podcast sponsorship campaign they had run, share what they did well and what they should change to turn their next podcast sponsorship campaign into a total rockstar success. Pros & cons of the selected podcasts. The number of podcasts. Which target audience would have worked better. Delivery & frequency of the ad placements. Why the ad reads had the biggest impact.
Thu, April 01, 2021
Breaking Down Key Podcast Advertising Statistics
Every year The Infinite Dial Study comes out and it covers really important podcast listener statistics for advertisers and podcast industry professionals to use to help influence and increase performance. Today, I break down the most important stats to consider. Want to work with us? Contact truenativemedia.com
Thu, March 25, 2021
The Podcasting Industry: A Viable Option For Investors
Chris Cunningham, a Managing Partner at C2 Ventures, an early-stage venture fund out of New York, joined me on the podcast to talk about the nature of investing in the podcasting industry. He shares some great insights into what investors look for when backing a podcast company, what he sees happening with all the acquisitions in the space, and what lies ahead for the industry as it matures. To learn more about C2 Ventures, visit https://www.c2ventures.co/.
Thu, March 18, 2021
4 Ways Hosting Providers Affect Podcast Ad Campaigns
In this episode, I will talk to you about how podcast hosting providers stack up, why it's important for you as an advertiser to understand them, and how their differences affect your ad campaign. Want to work with us? truenativemedia.com
Thu, March 11, 2021
Answering Advertisers Questions About Podcast Advertising
My goal for this podcast has always been to create an educational resource for anyone interested in podcast advertising. So, in today's episode, I thought I would answer some of these pressing questions. - Targeting specific regions & times of the day. - Downloads versus impressions. - Why are dynamic ads priced by the month? - How can you align ads with content? - Does the length of the podcast play a part in better ad performance? - How can an advertiser avoid being in an ad stack? and more
Thu, March 04, 2021
Podcast Programmatic Ads Explained By Industry Expert
While host-read ads are extremely effective in podcasting, they may not be the best fit for your marketing mix. So, I invited Stephanie Donovan, SVP of Publisher Sales at Triton Digital, to join me to talk about podcast programmatic ad buying. In this episode, she shares her expert knowledge on what advertisers and podcasters (publishers) can expect from programmatic ads, the differences between host read and programmatic ads, and how to incorporate them into your marketing strategy.
Thu, February 25, 2021
Podcast Advertising Best Practices For Marketers
In today's episode, I break down all the best practice tips I have for marketers looking to succeed with podcast ads. I cover the following: Different ways to buy ads and their pros and cons. How to identify shows to advertise with. The best ways to measure results for direct response campaigns. Why testing is critical to success. Please subscribe and reach out to me with any other questions you have at True Native Media if you enjoy the content.
Thu, February 18, 2021
Finding Podcasts To Advertise On Got A Lot Easier With Podchaser
One of the biggest issues for advertisers interested in podcast advertising is no centralized platform to find quality shows. Podchaser, also know as the "IMDb for podcasting," has changed the game. Bradley Davis, Founder, and CEO of Podchaser, saw a huge gap in the market and created a comprehensive podcast database that advertisers can use to find podcasts within their niche. In this episode, he shares what crowdsourced is data is available and how to search the platform. Visit podchaser.com
Thu, February 11, 2021
How Podcast Advertising Will Influence The Future Of Audio
I have the pleasure of speaking to one of the strong female voices in podcast advertising, Caila Litman, from Condé Nast. She shares her view of how podcasting and podcast advertising has a huge impact on the future of audio and how massive umbrella brands are utilizing podcast advertising to promote their smaller, indie brands. To connect with Caila, you can email caila_litman@condenast.com. Visit truenativemedia.com for more information on podcast advertising.
Thu, February 04, 2021
Industry Expert Examines The Changes In Podcast Advertising
Tom Webster is the SVP of Edison Research and has been podcasting’s lead analyst for 15 years. He is the principal author of The Podcast Consumer Edison’s annual look at podcast listeners' demographics and habits. Tom joins the podcast today to talk about changes in the podcast ad space and what holds many marketers and media buyers back from taking on the marketing channel. Plus, why he is an advocate for all types of podcast ads.
Thu, January 28, 2021
Podcast Guesting Advice From An Expert Pod-Matcher
Podcasts have become the new stage for brands, coaches, and influencers to reach a new audience. If it's part of your growth strategy to be on more shows or to find more guests to interview, you need to listen to this episode of The Podcast Advertising Playbook. Alex Sanfilippo from PodMatch joins me to talk about his best practices and how his company helps you find quality guests and shows. This was a live stream that has been made into a podcast episode (of course 😉 )
Thu, January 21, 2021
This Podcast 3X'd Their Revenue In 12 Months With One Change
What Fresh Hell: Laughing In The Face Of Motherhood took their income and tripled it in one year by switching their show to dynamic ad insertion. By doing so, they were able to access their back catalog of evergreen content and monetize it. Amy Wilson joins me on the podcast to talk about her experience and what it takes to set up a podcast for dynamic insertion. If you love our content, please subscribe!
Thu, January 14, 2021
How ThoughtLeaders Uses YouTube To Help Advertisers Sell On Podcasts
Daniel Conn's unique company, ThoughtLeaders, takes the intelligence from YouTube and newsletters to help advertisers sell on podcasts. In today's episode, Daniel tells us how leveraging data from other content creators (predominantly long-form) has helped shape how advertisers are buying ads in podcasting.
Thu, January 07, 2021
Podcast Industry Discussion With Veteran Podcaster, Evo Terra
If you don't know, I host a live stream, Wednesdays at 10am PST/1pm ET. I get all these amazing industry people to come on and share their thoughts about podcasting, podcast advertising, and life. Evo Terra has been podcasting for 16 years. He has seen it all when it comes to the podcast industry, and I enjoyed having him live to talk about his experience. I put together the highlights from our chat. I hope you enjoy it!
Thu, December 31, 2020
This One Thing Sets Podcast Advertising Apart From Other Marketing Channels
What is the difference between social media ads and podcast advertising? I get this question a lot. There is one huge differentiating factor, and I discuss it in today's episode. Don't forget to subscribe for weekly insights into podcast advertising. You can reach me to start an ad campaign at info@truenativemedia.com
Thu, December 24, 2020
How To Improve Podcast Ad Results By Diversifying Genres
The number one mistake new podcast advertisers make is they only go with the genres that match their brand or product. This drastically limits options and doesn't leverage the full potential of their ads. In this episode, I discuss how diversifying your podcast genres can help to drive more conversions. Don't forget to subscribe for weekly insights and tips about podcast advertising. https://www.podcastadvertisingplaybook.com/ https://truenativemedia.com
Thu, December 17, 2020
How Does Podcast Advertising Work and Why is it Effective?
With the explosive growth in the podcast ad industry, many marketers ask the question: How does podcast advertising work? From Incremental Media, Eric Smith joins us on the show today to talk about how to leverage podcast ads, why they are unique, and some of the challenges advertisers face when they are new to the marketing channel.
Thu, December 10, 2020
This Is How You Sell Your Book Using Podcast Advertising
Podcast Listeners are the perfect customer for audiobooks, and the best way to reach them is through podcast ads. Do you have an audiobook you are ready to sell? I joined Thomas Umstattd on his podcast, The Novel Marketing Podcast, to discuss how authors can use podcast ads to sell books. I loved the value this interview provided so much that I asked Thomas if I could share it on my podcast to benefit my listeners. So check out my recommendations, and enjoy our fantastic conversation.
Thu, December 03, 2020
A Breakdown Of Four Types of Podcast Ads
It's important for advertisers to know what options are available when purchasing podcast ads. With the addition of streaming ads now available, I thought it was a good time to break down the four different options. Embedded Ads Dynamically Inserted Ads Programmatic Ads Streaming Ads. I go into details about which one works best for different specific campaign needs.
Thu, November 26, 2020
Take A Peek Behind The Podcast Analytics Curtain with Cameron Hendrix
Cameron Hendrix, Co-Founder of Magellan AI, joins me to talk about how his company has become a powerhouse in the podcast industry and their strategies behind collecting data. Magellan AI captures all ads. Host-read or pre-recorded, baked-in, or dynamically inserted. Using machine learning to process hundreds of thousands of podcast episodes, Magellan AI has created the world's largest database of podcast advertising data – covering activity by 19,000 brands across over 30,000 podcasts.
Thu, November 19, 2020
4 Reasons Why Marketers Are Migrating To Podcast Ads
As consumers become less accessible and more focused on on-demand content, marketers see a shift in their paid media results. But, with 79% of podcast listeners saying they don't mind ads, marketers are flocking to try out new campaigns to diversify their ad spend. I discuss the power of endorsement, no ad clutter, innovation, and production cost in today's episode. Podcast ads are becoming increasingly attractive to marketers, and you should get on board before it's too late.
Thu, November 12, 2020
Podsights: The Growth And Future Of Podcast Attribution
The true conversion rate of podcast advertising has always been an issue because there has been limited data available until now. Podsights is the new standard in attribution technology that brands and agencies use to measure and scale their podcast advertising. Brigid Judge, Director Of Partnerships, and Havilland Voss, the Data Analyst, from Podsights, dig deeper into what data podcasts have to offer and how Podsights is leveraging this knowledge for their clients.
Thu, November 05, 2020
Live Stream: Podcast Industry News With Rob Greenlee, Libsyn
Rob Greenlee, VP of Content and Partnerships, Libsyn, joined me as my first live stream guest to talk about what is happening in the podcast industry. We cover a variety of topics like the Podcast Academy, what the future holds for podcast advertising, and why we love ad tech innovation but are also concerned about what it will do to the trust relationship between the host and the listeners. You can watch the live stream here: https://youtu.be/8Ox9pHXtuTw
Thu, October 29, 2020
4 Different Ways To Find Podcasts To Advertise With
There are now over one million podcasts available, but not all are interested in sponsors. So today, I break down the 4 best ways to find podcasts to advertise on. I cover connecting with podcasts individually, podcast networks, podcast representation agencies, and podcast advertising agencies. To learn more about our company, True Native Media, visit truenativemedia.com.
Thu, October 22, 2020
The Nuances And Peculiarities Of Podcast Advertising with Krystina Rubino
"It's a great channel for brands to start in who are moving towards more demand-based marketing. People like investing in it because the production costs are low, but it's still an offline channel, and you still have to have the pipes on the backend ready for it." Krystina Rubino I enjoyed talking about my favorite subject with Krystina, a veteran digital marketer who pioneered podcast advertising at Right Side Up. We covered all the nuances and peculiarities of podcast advertising.
Thu, October 15, 2020
7 Biggest Trends To Watch In Podcast Advertising Right Now
There is a flurry of activity in podcast advertising right now, so I curated a list of seven of the biggest trends I see happening and how they will affect you. In this episode, I discuss trends like privacy issues, the domination of podcast player apps, and the real price of free podcast services/products. This episode wouldn't be complete without covering the push in ad tech occurring right now and how much of it is actually valuable to podcasters and advertisers. Don't forget to subscribe! New episodes are released every Thursday. You can also check me out on: truenativemedia.com Twitter | Linkedin | Facebook | Youtube
Thu, October 08, 2020
Ad Tech in Podcasting: How It Affects Listener Tracking, Privacy Laws, and Brand Safety With Bryan Barletta
There is so much going on in the ad tech space right now that will affect podcasting, so I invited Bryan Barletta from Sounds Profitable to share his insider knowledge. We talk about the importance of brand safety and how dynamic ad insertion helps protect both podcasts and advertisers. Bryan tells me how effective geo-targeting is and what data we should be focused on. We also cover Apples privacy updates and how that will affect podcasts moving forward. Learn more about Bryan Barletta.
Thu, October 01, 2020
Diving Into Podcast Data With Johnny Dinkel From LaunchPod Media
Johnny, a self-proclaimed data nerd and passionate podcaster, has found the secret formula for creating a very targeted podcast audience. In this episode, he shares his tricks and tips for podcasters and advertisers to dig deeper into their listeners' persona than ever before. He tells us how to leverage different tools to gain more insights and why messaging is the key to conversion. Learn more about Johnny's company LaunchPod Media.
Thu, September 24, 2020
Why The Speed Of Podcast Advertising Is Different And Why It Works Better Than Other Ads.
Podcast advertising is a slow medium. It can frustrate some advertisers who want instant results. Today, I am going to break down why speed doesn’t matter, and how the intention behind the way listeners engage with podcasts, is far more important to a campaign.
Thu, September 17, 2020
Direct Response Versus Brand Awareness Podcast Ad Campaigns. Which is Best For You?
Most of the ads running on podcasts right now are direct response ads. In this episode, I talk about the difference between direct response and brand awareness; why one might not work for you; and how to figure that out without wasting time and money.
Thu, September 10, 2020
Don't Just Use Apple Podcasts To Find Shows To Advertise On. Do This Instead For Better Success.
It’s hard work finding independent podcasts (that are active and interested in advertising) yourself. Here are my five recommendations for finding quality podcasts to advertise on.
Thu, September 03, 2020
New Distribution Issues Could Have A Negative Affect On Podcasts, Podcast Ads, And Their Listeners
How is censorship, distribution criteria, and pirated podcast affecting the podcast industry? I talk about the latest issues plaguing podcasts at the moment.
Thu, August 27, 2020
Audience Size Matters, But These 5 Other Metrics Matter More. Here's What You Need To Know.
Most Advertisers focus solely on audience downloads, and they miss out on these five other equally important metrics that I share in today’s episode. Don’t make the same mistake, it could cost you your ad campaign.
Thu, August 20, 2020
The Podcast Advertising Industry Is Trending Right Now. Here's Why Your Brand Should Get On Board
No one ever accidentally starts listening to a podcast. People are very intentional about choosing to engage with a podcast. In today’s episode, I share my reasons why this is very beneficial to brands who are jumping on the podcast advertising bandwagon and for those who should.
Thu, August 13, 2020
Stop Wasting Time. Use These 5 Quick Tips To Create Quality Podcast Ads That Convert
Host read ads are still the number one ad type in podcasting. In this episode, I am going to teach you how to use these 5 simple, but effective, tips to create high converting ads for your podcast advertising campaign.
Thu, August 06, 2020
Podpage: The Website Solution For All Non-Tech Podcasters
The three most common website complaints for podcasters are: I’m not tech savvy, I don’t have the time, and it’s too expensive to pay an expert. These are all valid. But, without a website, you are hindering the growth and discoverability of your podcast. So, I was very excited to talk with Brenden Mulligan about Podpage. His latest venture where he solves all these pain points for podcasters with a click of a button.
Thu, July 30, 2020
My Five Essential Tips For Newbies In The Podcast Advertising Space. Get It Right The First Time
If you are thinking about dipping into the podcast advertising space for the first time, listen to this episode first. I walk you through the best and most successful way to start a test campaign that yields high results.
Thu, July 23, 2020
Podcast Advertising Shows More Resilience Than Other Advertising Despite A Global Pandemic
I take a deep dive into the 2019 IAB Revenue Study, which shows how podcast advertising continues to experience hyper-growth, despite massive dips in other areas. Host read ads remain the preferred ad type by listeners, but there were some surprising results about who is advertising. Tune in to find out more.
Thu, July 16, 2020
The 6 Worst Pieces Of Advice About Podcast Advertising That You Should Never Follow
There is some terrible advice out there on the internet about how to do podcast advertising correctly and I am going to debunk six of the worst I have seen.
Thu, July 09, 2020
Why These 7 Die Hard Rules Will Result In High Podcast Advertising Conversions
Experimenting is always encouraged in podcast advertising. But, there are seven rules to live by when you create an ad campaign. Listen to this episode to learn about these rules and how to successfully implement them.
Thu, July 02, 2020
Ad placement in a podcast episode is crucial to your advertising success. Here's how to do it best
There is research that has come out to determine which ad placement (preroll, midroll, or postroll) is more effective for a podcast ad campaign, and the results will surprise you. In this episode I breakdown each ad placement and why performance varies based on the different criteria.
Thu, June 25, 2020
Secrets About Who Is Listening To Podcasts And How To Select The Correct Ones To Advertise Your Brand On
Hosting providers are an excellent place to discover the basics of who is listening to a podcast, but not enough for advertisers to make an informed decision. I share several ways to find out more about your podcast audience that will help in any ad campaign.
Thu, June 18, 2020
Who Is Making The Millions Of Podcasts That Are Available Today?
There are several types of podcasts that I discuss in this episode of The Podcast Advertising Playbook. I cover the difference between Indie podcasters, Solopreneurs, corporate podcasts, branded, and networks. I share my thoughts on who is open to advertising and why some do better than others.
Thu, June 11, 2020
Do Podcast Advertising Right By Understanding The Different Types Of Podcast Ads
Pre-recorded ads have a place in the podcast ad space, but it's repeatedly proven that host read ads are far more effective. Today, I share the value of the host read ad and why you should not give them up. I cover the different types of host read ads and why each one is important based on the goal of the ad campaign.
Thu, June 04, 2020
Common Challenges About Podcast Ad Tracking We Will Clarify To Get You Better Results Immediately
Advertisers want quality results from their podcast advertising campaigns. In today's episode, I talk about the best way to track ad results. I discuss the reality of tracking in the podcast space, the types of monitoring used, and options for available attribution tracking.
Thu, May 28, 2020
Transform From Amateur To Professional Podcast Guest That Gets Repeat Invites With These 5 Easy Tips
It's not so easy to be a podcast guest anymore. Hosts are becoming far more particular with whom they invite on their show because they are building a robust and engaged audience. In this episode of The Podcast Advertising Playbook, I share how to transform from an amateur to professional and think about what you can bring to the hosts' audience. I also share tips and tools from my guesting toolbox to set youtube for success.
Thu, May 21, 2020
Podcast Pricing: The easiest way to make it work for you with dynamic or embedded ads
In this episode of The Podcast Advertising Playbook, Heather shares what the best approach to podcast pricing is, how to get the most from dynamic ad insertion or embedded ads; and why you may pay more for a niche demographic.
Mon, February 03, 2020
Everything You Need To Know To Create Podcast Ad Campaigns That Convert
Podcast Advertising has its own set of rules that can feel overwhelming, even to a seasoned advertiser. Pair that with independent podcasters, who don't have tons of experience with ad reads, the whole undertaking can become messy! In this episode, I break down how to create a robust ad campaign into quick and actionable steps. It will give you the confidence to move ahead with your new campaign, knowing you have all the tools to deliver superior results.Podcast Advertising has its own set of rules that can feel overwhelming, even to a seasoned advertiser. Pair that with independent podcasters, who don't have tons of experience with ad reads, the whole undertaking can become messy! In this episode, I break down how to create a robust ad campaign into quick and actionable steps. It will give you the confidence to move ahead with your new campaign, knowing you have all the tools to deliver superior results.
Mon, January 13, 2020
Host-Read Dynamic Insertion Ads Versus Embedded Ads.
In this episode, Host Heather Osgood breaks down the difference between host-read dynamic insertions ads and embedded ads. She discusses how the industry is evolving and why dynamic insertion is on the rise.
Mon, September 30, 2019
Is Podcast Advertising Influencer Marketing?
Advertisers are looking to diversify their ad spend in today's competitive market. Julie Zischke, Head of Offline Acquisition at Grove Collaborative, shares how she focuses on bridging the gap between traditional influencer marketing and podcast advertising. While podcast ads may not be typical influencer ads, Grove Collaborative has been able to spill the success over into podcasts and continue their growth. She believes there are so many shared learnings to be had between the two influencer marketing strategies. Julie also lets us in on her campaign strategies and how she overcomes creative testing challenges.
Mon, September 09, 2019
The Art of Successful Podcast Advertising
Learning from the best in the business is one of the most effective ways to succeed. Immerse yourself in today's episode with Dave Newmark, CEO, and CO-Founder of Podsearch, as he shares his superior knowledge on podcast sponsorship.
Mon, August 26, 2019
Small Business and Podcast Advertising - Should you be doing it?
Small business owners who want to advertise with podcasts, need to be creative with their budget. Yev Pusin, Director of Marketing for Backblaze, is the driving force behind the companies' exciting podcast advertising journey. He provides insight on the best tactics to use when trying to deliver the necessary results for growth.
Tue, July 16, 2019
How to Advertise on a Podcast with a Small Budget
A challenging topic for small businesses is deciding on the best platforms to use to advertise their brand. We are joined today by Sira Ruedeeniyomvuth, Partnership and Influencer Marketing Manager for Blinkist. In this episode, he explains how they came about podcast advertising and what processes they used to stretch their limited budget to yield amazing results.
Tue, July 16, 2019
Need Advice? An In-Depth Look at Podcast Advertising
It’s not often you come across a veteran in the podcast advertising industry. It’s interesting that Smile, a software company, has yielded the benefits of this amazing medium for over a decade. Join us as Greg Scown, Founder of Smile reveals his tactics and best practices for a successful sponsorship.
Tue, July 16, 2019
Podcast Advertising - Turning Obstacles into Opportunities
Podcast Advertising can be a challenging arena to enter without prior knowledge or experience. In today's episode, we are joined by Rebekah Bek, Marketing Manager for Ahrefs, a software company. She shares her journey of sponsoring podcasts, highlighting her most challenging moments and showing us how converting her challenges into wins has had an incredible impact on their marketing success.
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