Podcast Advertising Playbook with Heather Osgood

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 Podnew...

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, a...

"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 pro...

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 innov...

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. W...

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 expe...

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 downloa...

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 pri...

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...

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 y...

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 throug...

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 yo...

"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 Po...

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 kno...

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...

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...

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.  See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19...

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. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/pri...

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 importa...

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...

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 im...

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...

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 worke...

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 See Privacy Policy at https://art19.com/privacy and California Privacy Notice at htt...

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 l...