Podcast Advertising Playbook with Heather Osgood

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 See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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...

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...

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...

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...

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. Vis...

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 adv...

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. Thi...

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...

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

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...

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

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....

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

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 ben...

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.  See Privacy Policy at https:...

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...

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 incr...

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...

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 c...

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. See Privacy Policy at ht...

"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...

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...

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 privac...

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 a...