Podcast Advertising Playbook

By Heather Osgood

This podcast is dedicated to helping listeners better understand podcast advertising. Whether you're in advertising, marketing, or simply a podcaster interested in learning more about the podcast adve... more

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FAQs about Podcast Advertising Playbook:

How many episodes does Podcast Advertising Playbook have?

The podcast currently has 233 episodes available.

Podcast Advertising Playbook episodes:

July 10, 2024Mini Masterclass: Before The Campaign
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 podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
...more
12min
June 26, 2024Different Ad Buys Belong In Different Buckets
“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 flagship company
Scalability within programmatic advertising
How an increase in transparency leads to a rise in brand safety
Who handles different ad buys with an omnichannel approach
______________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
...more
39min
June 19, 2024 Share Of Voice, Episodic Separation, & Ad Load
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 of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
...more
14min
June 12, 2024Don’t Judge a Podcast By Its Cover
“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 journey to becoming the Head of Content at Airwave, a podcast network of over 100 podcasts and YouTube channels, and his opinions on the current podcasting landscape.
Tune in to hear Heather and Ben discuss:
Why advertisers need to consider the type of content just as much as the audience demographic
Breaking the stereotypes often associated with different genres of podcasts
What to consider in terms of brand safety and content alignment
The state of content integration with other channels like YouTube and Newsletters
The dangers of too narrowly defining podcasts
___________________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
...more
36min
May 29, 2024It’s All Content Driven
“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 top 1% of podcasts?
What level of targeting actually exists for podcasting?
The benefits of taking a broad approach to selecting shows
______________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
...more
44min
May 22, 2024Exclusivity & Good Ad Reads
“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 them have their creative freedom. Additionally, once you have a good ad, making sure you have exclusivity with the show ensures that the ad remains authentic.
Tune in to this week’s episode to hear our host Heather Osgood discuss:
Exclusivity and why it is important with host read ads
The importance of making sure your programmatic ads are categorized right
How to set your host up for success to create a great ad read
Why giving a host a script isn’t always the best idea
How to create good talking points about your product
______________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
...more
19min
May 15, 2024 IAB’s Podcast Advertising Revenue Report
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 Advertising Revenue Report
______________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

...more
11min
May 08, 2024What Even Is A Podcast Anymore?
“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 evolution of podcasting and what the future might hold.
Tune in to hear him and Heather discuss:
What Acast is doing for podcasting
How has podcasting evolved with other forms of media?
The importance of making your ads compelling
____________________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
...more
39min
April 24, 2024The Power of Simulcasting
“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 world.
Tune in to hear him and Heather discuss:
The current state of simulcasting
The importance of intentional listening in podcasting
Secrets to a successful advertising campaign
The future of direct results in podcast advertising
Why video attribution is the biggest thing missing from the industry
______________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
...more
41min
April 17, 2024A Discussion of Programmatic Ads at SXSW
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 middle-of-funnel marketing
Running an advertising campaign that isn’t just podcast ads
______________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
...more
39min

FAQs about Podcast Advertising Playbook:

How many episodes does Podcast Advertising Playbook have?

The podcast currently has 233 episodes available.

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