Podcast Advertising Playbook
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 advertising world this show is for you. We'll provide techniques for implementing your ad campaigns, setting budgets, and expectations giving you the knowledge and expertise to become a podcast advertising expert.
Episodes
September 11, 2024 • 43 mins
"I am forever grateful that they care, I really am. I'm the luckiest man that our audience stays with us and they care at all. I mean that for sure."
In today's episode, our host, Heather Osgood speaks to True Native Media's own Jimmy Pardo of Never Not Funny about:
The birth of his show and breaking into podcasting
The road to podcast monetization
The power of the medium
And more!
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More of a visual person? Watch this...
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August 28, 2024 • 21 mins
That’s one of the challenges with this space is that we do have a level of disorganization that we are working to try and unify, but we also have to remember the value of the podcast industry is the individual contributor. It is beautiful that we can all get together as an industry and have our own role to play within this whole ecosphere.
In today’s episode, our host, Heather Osgood, unpacks Podcast Movement 2024 and the value of ...
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August 21, 2024 • 31 mins
“The beauty of podcasting is that you can actually help people get to conversion faster through a quality ad read”
In today’s episode, our host, Heather Osgood, is joined by Audrey Renken, Account Executive at True Native Media, sales expert and podcast conissuer.
Tune in to hear the two discuss:
What advertisers are looking for in podcasts
The things that move the needle for podcaster in approving advertisers
Favorite podca...
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July 31, 2024 • 20 mins
Welcome to the final episode of our Podcast Advertising Mini Masterclass!
Over the past four weeks, we’ve released four new episodes that act as a mini masterclass on different aspects of podcast advertising. If you haven’t listened to the other episodes, make sure you listen to episode one first.
Today’s episode is all about tracking your campaign and what to do with those results.
How do you know what’s actually working?
Wh...
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July 24, 2024 • 13 mins
Welcome to Episode 3 of our Podcast Advertising Mini Masterclass!
Make sure to catch up on our Mini Masterclass by listening to the last two episodes. Next week, we’ll release our final episode to round out this series.
Today’s episode is all about talking points and CTAs.
What should your talking points to hosts look like?
Why are talking points so important?
How can you have a strong call to action?
_____________________...
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July 17, 2024 • 12 mins
Welcome to Episode 2 of our Podcast Advertising Mini Masterclass!
Over the next few weeks, we’ll be releasing new episodes that serve as masterclasses on different aspects of podcast advertising. If you haven’t yet, make sure you listen to last week’s episode.
Today’s episode is all about targeting.
Why is targeting so important?
What kind of targeting is available?
Who can you target?
_____________________________________...
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July 10, 2024 • 11 mins
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 thi...
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June 26, 2024 • 38 mins
“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 doll...
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June 19, 2024 • 13 mins
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 separatio...
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June 12, 2024 • 35 mins
“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 Be...
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May 29, 2024 • 43 mins
“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...
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May 22, 2024 • 18 mins
“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 b...
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May 15, 2024 • 10 mins
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 me...
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May 8, 2024 • 38 mins
“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 lon...
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April 24, 2024 • 40 mins
“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 ...
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April 17, 2024 • 38 mins
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 conversatio...
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April 10, 2024 • 27 mins
“Because obviously, a 30, 60, or 90-second ad could be effective, but [branded podcasts] are more of a longer-term strategy of building a community around that like specific program.”
In the third installment of our Live at SXSW series, Heather is joined by Camille Laurente from Hueman Group Media and Michael Kropko from Ad Results Media.
First, Camille gives listeners a crash course on branded podcasts. She and Heather discuss: ...
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March 27, 2024 • 32 mins
Welcome to our second live interview from SXSW!
In today’s episode, Heather is joined by A.J. Feliciano from The Roost and Cameron Hendrix from Magellan AI.
First, tune in to hear Heather and A.J. discuss:
Why viewership is as important as listenership
The importance of making your ads fun
Choosing where to put advertisers with both video and audio
Then, starting at 19:06, Heather and Cameron discuss:
Magellan AI’s new pi...
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March 20, 2024 • 21 mins
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 might choose podcast advertising
T...
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