Podcast Advertising Playbook with Heather Osgood

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 mi...

“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 sh...

“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...

“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...

“[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...

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...

“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 i...

“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 Heath...

“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.  ______...

“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 Fr...

“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...

“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 c...

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 kn...

“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 h...

“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 ne...

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  _...

“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...

“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, fo...

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 audien...

“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 r...

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...

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 CT...

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 ...

“[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...

“[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 f...