Podcast Advertising Playbook

Podcast Advertising Playbook

Heather Osgood

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.

From Curation to Community: How Podcasts Grow with Arielle Nissenblatt

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 he

Feb 19, • 39:52

The Podcasting Crystal Ball: James Cridland on Industry Shifts, Metrics & What’s Next

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 t

Feb 12, • 41:12

The Sound of Trust: Inside NPR's Approach to Podcast Advertising

The Sound of Trust: Inside NPR'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

Jan 29, • 33:03

Behind the Mic with Andrew Giancola

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,

Jan 22, • 34:05

Building Authentic Connections: Podcast Advertising, Trends, and Strategy

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

Jan 15, • 33:29

The Future of Podcast Advertising: Insights from Lex Friedman

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 th

Jan 8, • 40:52

Brand Safety in Podcasts: Risks, Trust & Ethical Challenges

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 navigat

Dec 11, 2024 • 30:37

Introducing Podcast Perspectives: Navigating the Evolution of Ads with TWiT.tv’s Lisa Laporte

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 ne

Dec 9, 2024 • 26:59

Adventures in Ads: Behind the Scenes with an Ad Delivery Specialist

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 t

Nov 27, 2024 • 35:24

Spot On: How Ad Placement & Transparency Are Shaping Podcasting’s Future

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: Naviga

Nov 20, 2024 • 35:58

Podcasting 101: The Ultimate Beginner's Guide for Brands

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:

Nov 13, 2024 • 15:24

The AI Revolution: Ads, Ethics, and the Road Ahead

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 uncov

Nov 6, 2024 • 47:01

From Frenemies to Podcast Pioneers

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 b

Oct 23, 2024 • 39:04

Talking Shop with Veritone One

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 tw

Oct 16, 2024 • 29:20

Unpacking Podscribe's Quarterly Benchmark Report

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

Oct 9, 2024 • 48:00

Unlocking Success: Audacy’s Podcast Playbook & Ad Strategies

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

Sep 25, 2024 • 39:42

It's All About Audio

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 vi

Sep 18, 2024 • 28:37

Roster Highlight: Jimmy Pardo of Never Not Funny

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 podc

Sep 11, 2024 • 43:28

Podcast Movement 2024 Rewind

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

Aug 28, 2024 • 21:17

A Peek Behind the Curtain: Team Spotlight

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? Wa

Aug 21, 2024 • 31:35

Podcasts in the Era of Digital Transformation

Podcasts in the Era of Digital Transformation

...

Aug 14, 2024 • 39:38

Mini Masterclass: Tracking Those Results

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 tra

Jul 31, 2024 • 20:57

Mini Masterclass: Talking Points & CTAs

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

Jul 24, 2024 • 13:00

Mini Masterclass: Target Like A Pro

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

Jul 17, 2024 • 12:25

Mini Masterclass: Before The Campaign

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 fo

Jul 10, 2024 • 11:33

Different Ad Buys Belong In Different Buckets

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 flag

Jun 26, 2024 • 38:15

Share Of Voice, Episodic Separation, & Ad Load

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.  ______________________________________ Mo

Jun 19, 2024 • 13:41

 Don’t Judge a Podcast By Its Cover

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 jo

Jun 12, 2024 • 35:44

It’s All Content Driven

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

May 29, 2024 • 43:54

Exclusivity & Good Ad Reads

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 lettin

May 22, 2024 • 18:47

IAB’s Podcast Advertising Revenue Report

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

May 15, 2024 • 10:09

What Even Is A Podcast Anymore?

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 e

May 8, 2024 • 38:28

The Power of Simulcasting

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 wor

Apr 24, 2024 • 40:06

A Discussion of Programmatic Ads at SXSW

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

Apr 17, 2024 • 38:32

Branded Podcasts & Simulcasting

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 t

Apr 10, 2024 • 27:27

YouTube Viewership & Pixel-Based Attribution

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 a

Mar 27, 2024 • 32:39

Bottom of Funnel Podcast Advertising

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 t

Mar 20, 2024 • 21:16

YouTube & The Future of Podcasting

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

Mar 13, 2024 • 36:06

Targeting A Broad Audience

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 t

Feb 28, 2024 • 45:46

Fostering Successful Partnerships

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

Feb 21, 2024 • 40:53

You Should Be Gifting Your Hosts Samples

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 bet

Feb 14, 2024 • 28:38

An Introduction to Buying Podcast Ads

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

Jan 31, 2024 • 17:47

The Ins and Outs of Programmatic Advertising

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

Jan 24, 2024 • 40:25

How To Succeed With Podcast Advertising

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 po

Jan 17, 2024 • 19:36

 A 2023 Podcasting Recap

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 episod

Dec 27, 2023 • 24:38

Podcast Ads Need A Human Touch

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

Dec 20, 2023 • 52:32

It’s Time To Be Transparent

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 m

Dec 13, 2023 • 51:01

Let’s Talk About Frequency Capping

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

Nov 29, 2023 • 41:29

Podcasts & PR 101

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: W

Nov 22, 2023 • 42:51

How To Build A Better Campaign

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: Thre

Nov 15, 2023 • 35:10

Sports Podcasting On A National Level

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

Nov 8, 2023 • 44:24

2023 Predictions Revisited

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

Oct 25, 2023 • 18:37

The Increase of Dynamic Creative Optimization

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.

Oct 18, 2023 • 47:48

YouTube And Its Impact On Podcasting

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

Oct 11, 2023 • 36:19

Does (Audience) Size Actually Matter?

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

Sep 27, 2023 • 14:51

Mastering Long-Term Advertiser Relationships

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-

Sep 20, 2023 • 55:22

A Deep Dive Into Buyer Perception

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 advert

Sep 13, 2023 • 33:15

Let’s Talk About Podcast Movement

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 di

Sep 6, 2023 • 18:02

Crafting A Cohesive Advertising Campaign

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 a

Aug 23, 2023 • 39:09

Podcast Ads & Scalability

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

Aug 16, 2023 • 44:41

The Right Partnerships Increase Brand Loyalty

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

Aug 9, 2023 • 44:57

The Basics of Starting a Campaign

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 an

Jul 26, 2023 • 46:00

Podcasting is Under Construction

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. Podcas

Jul 19, 2023 • 40:07

Prioritizing Brand Sustainability

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

Jul 12, 2023 • 41:30

Utilizing a Niche Audience

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,

Jun 28, 2023 • 33:17

It's All About the Data

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 the

Jun 21, 2023 • 32:29

Podcast Advertising on a Global Scale

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 t

Jun 14, 2023 • 39:00

NPR Style Ads

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 import

May 24, 2023 • 38:12

IAB’s 2023 Podcast Ad Revenue Report

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 O

May 17, 2023 • 10:57

Avoid Advertiser Fatigue

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 betwe

May 10, 2023 • 37:59

Podcast Advertising is Influencer Marketing

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

Apr 26, 2023 • 39:45

Get Excited About Your Ads

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 He

Apr 19, 2023 • 46:48

Getting Thoughtful With Ad Formats

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 al

Apr 12, 2023 • 42:03

Your 2023 Podcast Movement Recap

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 pod

Mar 22, 2023 • 17:29

A Guide To Pixel Tracking

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 o

Mar 15, 2023 • 42:36

Do You Have Too Many Podcast Ads? w/ Gabriel Soto

Do You Have Too Many Podcast Ads? w/ Gabriel Soto

“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 Playb

Mar 8, 2023 • 39:42

The Podcast Industry Is Changing

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 k

Mar 1, 2023 • 19:54

Approach Your Next Campaign w/ Confidence ft. Brittany Bernado

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 thre

Feb 22, 2023 • 37:03

Your 2023 Podfest Recap w/ Nick Gryniewicz

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

Feb 15, 2023 • 25:36

Constructing a Good Ad w/ Lindsay Graham

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

Feb 8, 2023 • 48:05

Do Podcasts Have a Privacy Issue? w/ Jordan Bentley

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

Jan 25, 2023 • 44:37

Podcasts Can’t Survive Without Diversity w/ Tangia Al-awaji Estrada

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 diver

Jan 18, 2023 • 47:24

An Audio Revolution w/ Jay Green

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

Jan 11, 2023 • 34:09

A True Native Media Deep Dive w/ Nick Gryniewicz

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

Dec 21, 2022 • 35:27

The World of Programmatic Ads w/ Rockie Thomas

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 wit

Dec 7, 2022 • 43:11

You Can’t Have Back-to-Back Ads w/ Thomas Mancusi

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 Nativ

Nov 23, 2022 • 41:20

Content Alignment and How It Impacts Advertising Results with Ame Fuhlbruck

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 O

Nov 9, 2022 • 21:20

Lookalike Audiences and Building Campaigns with James Ingrassia

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

Oct 26, 2022 • 34:00

6 Podcast Advertising Trends To Watch 2022

6 Podcast Advertising Trends To Watch 2022

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Oct 12, 2022 • 22:37

Essential Tips and Tricks for Brand Advertisers in Podcasting

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.

Sep 28, 2022 • 43:36

Dark Social Has Transformed The Buyer's Journey with Chris Walker

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 u

Sep 14, 2022 • 43:07

2022 Podcast Movement Highlights and Exciting News

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 thi

Sep 7, 2022 • 21:32

Why is Brand Safety A Hot Topic In Podcast Advertising?

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

Aug 31, 2022 • 41:08

Here’s Why You Need A Brand Audio Strategy

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,

Aug 17, 2022 • 37:20

What 17 Years of Podcast Advertising Taught Me With Todd Cochrane

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 advertiser

Aug 3, 2022 • 45:35

Brands and Podcasters Legal Rights with Gordon Firemark

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 disc

Jul 20, 2022 • 38:19

Are Your Podcast Ads Working? Jeff Vidler Talks Podcast Advertising Research

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

Jul 6, 2022 • 36:04

Small Podcasts Have A Shot At Podcast Advertising

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

Jun 22, 2022 • 40:04

IAB Podcast Advertising Revenue Study Reaction (2021)

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

Jun 8, 2022 • 16:04

Do Companies Need A Branded Podcast? Featuring Graham Brown

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 com

May 26, 2022 • 39:27

Brand Suitability In Podcasting with Ad Results Media

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 hav

May 11, 2022 • 23:05

How RedCircle Connects Brands and Podcasters

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

Apr 27, 2022 • 35:07

We Want Transparency In Podcast Advertising with Marty Michael

We Want Transparency In Podcast Advertising with Marty Michael

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 ind

Apr 13, 2022 • 42:44

How Brands Scale Their Podcast Influence with Todd Gallet

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, bu

Mar 30, 2022 • 39:55

Podcast Advertising Needs To Be Easier To Buy and Scale

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 tr

Mar 16, 2022 • 34:14

Why Programmatic Podcast Ads Are Good For Podcasting

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 subscr

Mar 2, 2022 • 18:48

Podcast Advertising Advice From Ray Harkins at iHeartRadio

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 wel

Feb 16, 2022 • 32:30

Podcast Advertising From An Agency Perspective With Glenn Rubenstein

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 s

Feb 2, 2022 • 46:57

How to Create High Converting Ads With Stew Redwine

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 fr

Jan 19, 2022 • 48:40

How To Create High Converting Podcast Ads with Stew Redwine

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 f

Jan 12, 2022 • 0:17

How To Secure Long-Term Podcast Advertising Partnerships

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 kin

Jan 5, 2022 • 33:09

Podcasting And The Social Audio Ecosystem With Steve Olsher

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 demogra

Dec 22, 2021 • 39:19

2022 Podcast Trends and Predictions with Sam Sethi

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 insight

Dec 8, 2021 • 33:09

Fatima Zaidi Is Elevating Branded Podcasts

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 ge

Nov 24, 2021 • 35:07

How Organifi Uses Podcast Advertising To Drive Sales

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 eithe

Nov 10, 2021 • 43:44

The Inside Scoop With Bryan Barletta (What's Happening In Podcasting?)

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 reso

Oct 27, 2021 • 41:06

Let's Talk: The Growth In Podcast Technology

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 focus

Oct 14, 2021 • 27:10

Understanding Podcast Audience Measurements with Triton Digital

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 measurem

Sep 29, 2021 • 36:29

Answering Marketers Questions About Podcast Advertising

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 betw

Sep 15, 2021 • 10:08

A Deep Dive Into The Pricing of Podcast Ads

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

Sep 1, 2021 • 21:25

My Highlights From Podcast Movement 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.

Aug 18, 2021 • 8:26

What Podcast Ad Lengths Are The Most Effective?

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 conve

Aug 4, 2021 • 50:42

Füm Makes Podcast Advertising A Top Priority Marketing Channel

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 wor

Jul 21, 2021 • 35:07

Podcast Advertising: 2021 Mid-Year Predictions And Trends

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.

Jul 7, 2021 • 11:35

Understanding Podcast Attribution with Podsights

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 adv

Jun 23, 2021 • 22:25

How Helix Sleep Makes Podcast Advertising A Success

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 selecti

Jun 16, 2021 • 41:32

How Advertising Agency, Veritone One, Leverages Dynamic Ad Insertion

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.

Jun 9, 2021 • 38:15

5 Ways To Buy Podcast Ads For Your Business

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

Jun 2, 2021 • 11:39

How To Prepare A Podcast Ad Campaign Budget

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.

May 26, 2021 • 13:29

8 Tips For Building Effective Podcast Ad Campaigns

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.

May 19, 2021 • 12:55

Expert Advice About Creating Effective Branded Podcasts

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.

May 12, 2021 • 36:25

Podcast Advertising Is Reaching The Unreachable On-Demand Generation

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.

Apr 28, 2021 • 36:57

3 Podcast Advertising Examples That Generate Revenue

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.

Apr 21, 2021 • 27:11

Podcasters: The New Influencer For Brands

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.

Apr 15, 2021 • 40:04

5 Reasons This Podcast Sponsorship Campaign Lost

5 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.

Apr 8, 2021 • 31:55

Breaking Down Key Podcast Advertising Statistics

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

Apr 1, 2021 • 9:56

The Podcast Industry: A Viable Option For Investors

The Podcast 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/.

Mar 25, 2021 • 32:46

4 Ways Hosting Providers Affect Podcast Ad Campaigns

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

Mar 18, 2021 • 12:37

Answering Advertisers Questions About Podcast Advertising

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

Mar 11, 2021 • 22:10

Podcast Programmatic Ads Explained By Industry Expert

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.

Mar 4, 2021 • 38:32

Podcast Advertising Best Practices For Marketers

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.

Feb 25, 2021 • 19:51

Finding Podcasts To Advertise On Got A Lot Easier With Podchaser

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.c

Feb 18, 2021 • 32:04

How Podcast Advertising Will Influence The Future Of Audio

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.

Feb 11, 2021 • 54:13

Industry Expert Examines The Changes In Podcast Advertising

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.

Feb 4, 2021 • 40:07

Podcast Guesting Advice From An Expert Pod-Matcher

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 😉 )

Jan 28, 2021 • 28:50

This Podcast 3X'd Their Revenue In 12 Months With One Change

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!

Jan 21, 2021 • 27:56

How ThoughtLeaders Uses YouTube To Help Advertisers Sell On Podcasts

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.

Jan 14, 2021 • 35:31

Podcast Industry Discussion With Veteran Podcaster, Evo Terra

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!

Jan 7, 2021 • 25:58

This One Thing Sets Podcast Advertising Apart From Other Marketing Channels

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

Dec 31, 2020 • 7:20

How To Improve Podcast Ad Results By Diversifying Genres

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

Dec 24, 2020 • 10:07

How Does Podcast Advertising Work and Why is it Effective?

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.

Dec 17, 2020 • 30:12

This Is How You Sell Your Book Using Podcast Advertising

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.

Dec 10, 2020 • 41:56

A Breakdown Of Four Types of Podcast Ads

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.

Dec 3, 2020 • 10:57

Take A Peek Behind The Podcast Analytics Curtain with Cameron Hendrix

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.

Nov 26, 2020 • 36:49

4 Reasons Why Marketers Are Migrating To Podcast Ads

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.

Nov 19, 2020 • 10:34

Podsights: The Growth And Future Of Podcast Attribution

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.

Nov 12, 2020 • 42:17

Live Stream: Podcast Industry News With Rob Greenlee, Libsyn

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

Nov 5, 2020 • 38:42

4 Different Ways To Find Podcasts To Advertise With

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.

Oct 29, 2020 • 14:58

The Nuances And Peculiarities Of Podcast Advertising with Krystina Rubino

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.

Oct 22, 2020 • 46:00

7 Biggest Trends To Watch In Podcast Advertising Right Now

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 subscrib

Oct 15, 2020 • 10:43

Ad Tech in Podcasting: How It Affects Listener Tracking, Privacy Laws, and Brand Safety With Bryan Barletta

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.

Oct 8, 2020 • 48:48

Diving Into Podcast Data With Johnny Dinkel From LaunchPod Media

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.

Oct 1, 2020 • 41:08

Why The Speed Of Podcast Advertising Is Different And Why It Works Better Than Other Ads.

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.

Sep 24, 2020 • 12:49

Direct Response Versus Brand Awareness Podcast Ad Campaigns. Which is Best For You?

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.

Sep 17, 2020 • 19:50

Don't Just Use Apple Podcasts To Find Shows To Advertise On. Do This Instead For Better Success.

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.

Sep 10, 2020 • 12:31

New Distribution Issues Could Have A Negative Affect On Podcasts, Podcast Ads, And Their Listeners

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.

Sep 3, 2020 • 11:00

Audience Size Matters, But These 5 Other Metrics Matter More. Here's What You Need To Know.

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.

Aug 27, 2020 • 11:05

The Podcast Advertising Industry Is Trending Right Now. Here's Why Your Brand Should Get On Board

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.

Aug 20, 2020 • 9:49

Stop Wasting Time. Use These 5 Quick Tips To Create Quality Podcast Ads That Convert

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.

Aug 13, 2020 • 10:15

Podpage: The Website Solution For All Non-Tech Podcasters

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.

Aug 6, 2020 • 33:22

My Five Essential Tips For Newbies In The Podcast Advertising Space. Get It Right The First Time

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.

Jul 30, 2020 • 15:16

Podcast Advertising Shows More Resilience Than Other Advertising Despite A Global Pandemic

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.

Jul 23, 2020 • 14:24

The 6 Worst Pieces Of Advice About Podcast Advertising That You Should Never Follow

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.

Jul 16, 2020 • 14:16

Why These 7 Die Hard Rules Will Result In High Podcast Advertising Conversions

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.

Jul 9, 2020 • 16:41

 Ad placement in a podcast episode is crucial to your advertising success. Here's how to do it best

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.

Jul 2, 2020 • 19:40

Secrets About Who Is Listening To Podcasts And How To Select The Correct Ones To Advertise Your Brand On

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.

Jun 25, 2020 • 14:22

Who Is Making The Millions Of Podcasts That Are Available Today?

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.

Jun 18, 2020 • 15:41

Do Podcast Advertising Right By Understanding The Different Types Of Podcast Ads

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.

Jun 11, 2020 • 13:22

Common Challenges About Podcast Ad Tracking We Will Clarify To Get You Better Results Immediately

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.

Jun 4, 2020 • 17:06

Transform From Amateur To Professional Podcast Guest That Gets Repeat Invites With These 5 Easy Tips

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.

May 28, 2020 • 18:34

Podcast Pricing: The easiest way to make it work for you with dynamic or embedded ads

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.

May 21, 2020 • 10:22

Everything You Need To Know To Create Podcast Ad Campaigns That Convert

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 ru

Feb 3, 2020 • 23:19

Host-Read Dynamic Insertion Ads Versus Embedded Ads

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.

Jan 13, 2020 • 16:07

Is Podcast Advertising Influencer Marketing?

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 ma

Sep 30, 2019 • 22:14

The Art of Successful Podcast Advertising

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.

Sep 9, 2019 • 40:44

Small Business and Podcast Advertising - Should you be doing it?

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.

Aug 26, 2019 • 39:52

How to Advertise on a Podcast with a Small Budget

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.

Jul 16, 2019 • 37:06

Need Advice? An In-Depth Look at Podcast Advertising

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.

Jul 16, 2019 • 39:14

Podcast Advertising - Turning Obstacles into Opportunities

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.

Jul 16, 2019 • 43:20

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