Podcast Advertising Playbook with Heather Osgood

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

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

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

How is censorship, distribution criteria, and pirated podcast affecting the podcast industry? I talk about the latest issues plaguing podcasts at the moment. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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

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

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

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...

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

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

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

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

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

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

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

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

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

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 toolbo...

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

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,...

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

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 t...

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

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

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. See Privacy Policy at https://ar...