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 mor...
Aug 28, 2024•21 min•Ep. 170
“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•32 min•Ep. 169
Aug 14, 2024•40 min•Ep. 168
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 track...
Jul 31, 2024•21 min•Ep. 167
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 min•Ep. 166
Welcome to Episode 2 of our Podcast Advertising Mini Masterclass! Over the next few weeks, we’ll be releasing new episodes that serve as masterclasses on different aspects of podcast advertising. If you haven’t yet, make sure you listen to last week’s episode. Today’s episode is all about targeting. Why is targeting so important? What kind of targeting is available? Who can you target? ______________________________________ More of a visual person? Watch this episode on YouTube. Ready to learn m...
Jul 17, 2024•12 min•Ep. 165
Welcome to Episode 1 of our Podcast Advertising Mini Masterclass! Over the next four weeks we’ll be releasing four new episodes that act as a masterclass to different aspects of podcast advertising. Today’s episode is all about what to do before you start your campaign. What are your goals? How do you establish your brand? How are you going to buy ads? ______________________________________ More of a visual person? Watch this episode on YouTube. Ready to learn more? Check out our blog for more p...
Jul 10, 2024•12 min•Ep. 164
“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 flagsh...
Jun 26, 2024•38 min•Ep. 163
This solo episode features our host, Heather Osgood, and she answers questions about a hot topic in advertising: Share of Voice. According to Sounds Profitable, Share of Voice refers to the percentage of impressions that one advertiser receives measured against the total impressions within a specific ad position or an entire episode. Tune in to hear Heather discuss Share of Voice and how it works in tandem with episodic separation and overall ad load. ______________________________________ More ...
Jun 19, 2024•14 min•Ep. 166
“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 jou...
Jun 12, 2024•36 min•Ep. 161
“If we’re truly going to hit our goals, it’s going to be essential for us to offer, all in unison if possible, the same opportunities to invest in podcasting that advertisers have in the video and the rest of the audio space.” In today’s episode, host Heather Osgood is joined by John Fitzgerald, the EVP of Ad Sales at DAX US. Tune in to hear Heather and John discuss: The shift in advertisers being interested in the whole package, not just podcasts Is it true that you should only advertise on the...
May 29, 2024•44 min•Ep. 160
“When we’re talking about that host read endorsement piece, it is really important that you have exclusivity because it feels inauthentic as the listener is being recommended products, right? Like maybe a little bit of whiplash, last week you said this product was great, and now you’re saying something else with a similar product.” A lot goes into making a good ad read. It’s your job as the brand to set your hosts up for success by sending them talking points about the product, but still letting...
May 22, 2024•19 min•Ep. 159
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 A...
May 15, 2024•10 min•Ep. 158
“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 ev...
May 08, 2024•38 min•Ep. 157
“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...
Apr 24, 2024•40 min•Ep. 156
This final episode of our live at SXSW series isn’t one you’ll want to miss. First, Heather is joined by Mattia Verzella from Spreaker, where the two discuss: Concerns with programmatic ads Why programmatic ads allow you to scale The importance of transparency Advancements in technology and what this means for podcast advertising Finally, Lindsey Jara Wald and Shweta Nalawade from Tinuiti round out our SXSW conversations by discussing: The advantages of having everything in-house Podcast ads as ...
Apr 17, 2024•39 min•Ep. 155
“Because obviously, a 30, 60, or 90-second ad could be effective, but [branded podcasts] are more of a longer-term strategy of building a community around that like specific program.” In the third installment of our Live at SXSW series, Heather is joined by Camille Laurente from Hueman Group Media and Michael Kropko from Ad Results Media. First, Camille gives listeners a crash course on branded podcasts. She and Heather discuss: The importance of trust when creating a branded podcast How to make...
Apr 10, 2024•27 min•Ep. 154
Welcome to our second live interview from SXSW! In today’s episode, Heather is joined by A.J. Feliciano from The Roost and Cameron Hendrix from Magellan AI. First, tune in to hear Heather and A.J. discuss: Why viewership is as important as listenership The importance of making your ads fun Choosing where to put advertisers with both video and audio Then, starting at 19:06, Heather and Cameron discuss: Magellan AI’s new pixel-based attribution The death of the cookie and its role in attribution t...
Mar 27, 2024•33 min•Ep. 153
We’re doing things a bit differently in the upcoming weeks. Our host, Heather Osgood, spent last week at SXSW with some of the best industry professionals in the podcasting space. Our next few episodes will feature conversations filmed at SXSW. This episode features Rob Peterson, the Director of Marketing at Good Karma Brands. Tune in to hear him and Heather discuss: Why big brands like ESPN might choose podcast advertising Tips for running a successful test campaign Why it’s important to get mo...
Mar 20, 2024•21 min•Ep. 152
“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 min•Ep. 151
“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 tod...
Feb 28, 2024•46 min•Ep. 150
“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•41 min•Ep. 149
“[Podcast ads are] a way to get them to the site, which then allows us to initiate all other communication.” In today’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by David Dahle, the Chief Operating Officer at Tanasi. David’s advertising strategy is a bit different than most since his company deals with CBD - which means the rules of advertising are much stricter. Tune in to hear Heather and David discuss: Advertising challenges with CBD Why some podcasts work better t...
Feb 14, 2024•29 min•Ep. 148
Podcasts have been around for 20 years, and in those 20 years, podcast ad buying has been evolving and evolving. It can be so daunting for new buyers in the space to start their first campaign because oftentimes, no one tells them where to start, which is why I created this episode as a one-stop shop for anyone who needs an introduction to podcast ad buying. Some key things you’ll learn in this episode are: The two main ways to buy podcast ads. The differences between the different types of ads ...
Jan 31, 2024•18 min•Ep. 147
“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 campa...
Jan 24, 2024•40 min•Ep. 146
“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 pod...
Jan 17, 2024•20 min•Ep. 145
“Certainly, we started the year very hopeful, but there was a lot of uncertainty about where the economy was headed. I will say that it has not been as rocky a year as it certainly could have been. So I’m very thankful for that.” 2023 has been full of many ups and downs, and now it’s time to talk about it. Join Heather Osgood as she does her annual yearly recap of the podcasting industry. ______________________________________________________________ More of a visual person? Watch this episode o...
Dec 27, 2023•25 min•Ep. 144
“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•53 min•Ep. 142
“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 ma...
Dec 13, 2023•51 min•Ep. 142
“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 min•Ep. 141
