Podcast Advertising Playbook

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

March 13, 2024 36 mins
“I think if you marry the right buying tactics to hit the client’s objectives, [podcast advertising] could really work for everyone. I think it’s just a matter of being very considerate and looking at putting together the best campaign possible.” On this week’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by Stephanie Bower, Director of Audio at Horizon Media. Stephanie shares insight from her several years...
Mark as Played
“I think as people’s attention spans are getting smaller and smaller, you have to get more and more, and more and more, hits in their brain.”  We spend a lot of time here at The Podcast Advertising Playbook talking about how to target your audience. How there are various demographics you should use to build your target audience and make sure they hear your ad. But what if your company has a broad audience? How do you target for a c...
Mark as Played
February 21, 2024 40 mins
“We like to say we choose people over programming. We have really great vendors, like True Native, and partners that we’ve worked with over the years, and there are new ones coming into the space, but you know your inventory, you know the shows. We trust you.”  Content is changing - podcast hosts don’t just do audio anymore. Instead, they’re branding out to different forms of content and including those in podcast advertising deals...
Mark as Played
February 14, 2024 28 mins
“[Podcast ads are] a way to get them to the site, which then allows us to initiate all other communication.”  In today’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by David Dahle, the Chief Operating Officer at Tanasi. David’s advertising strategy is a bit different than most since his company deals with CBD - which means the rules of advertising are much stricter.  Tune in to hear Heather and David discu...
Mark as Played
January 31, 2024 17 mins
Podcasts have been around for 20 years, and in those 20 years, podcast ad buying has been evolving and evolving.  It can be so daunting for new buyers in the space to start their first campaign because oftentimes, no one tells them where to start, which is why I created this episode as a one-stop shop for anyone who needs an introduction to podcast ad buying.  Some key things you’ll learn in this episode are: The two main ways to ...
Mark as Played
“What’s interesting about programmatic is that it has a life cycle.” Our first guest of the year is Tomas Rodriguez, Senior Director of Audio Partnerships at The Trade Desk - and he answers ALL of our questions regarding programmatic ads! Tune in to learn more about: How The Trade Desk is changing the game in programmatic advertising Why podcasting is in a different programmatic stage than other industries  How transparency impa...
Mark as Played
January 17, 2024 19 mins
“The other thing to consider is that you have a lot of competitors in your space - that are advertising on podcasts. And you’re all going to the same podcasts to advertise. Then really, what you’re doing is cutting into your ability to really stand out and not be there right next to your competitor.” We’re going back to the basics on today’s episode of The Podcast Advertising Playbook.  Join Heather Osgood as she shares her best ti...
Mark as Played
December 27, 2023 24 mins
“Certainly, we started the year very hopeful, but there was a lot of uncertainty about where the economy was headed. I will say that it has not been as rocky a year as it certainly could have been. So I’m very thankful for that.”  2023 has been full of many ups and downs, and now it’s time to talk about it. Join Heather Osgood as she does her annual yearly recap of the podcasting industry.  ________________________________________...
Mark as Played
December 20, 2023 52 mins
“When you’re getting a host read ad - there are a variety of different hosts. Not everyone is a professional radio announcer and podcaster, which is what makes it beautiful but also makes it hard.”  In the world of AI, it can seem like we’re losing more and more of that human touch, but that’s what makes podcasting so special.  This week, Heather Osgood is joined by Lex Friedman, founder of Lex Friedman Consulting, to talk about wh...
Mark as Played
December 13, 2023 51 mins
“It’s amazing how many layman people out there who aren’t in the marketing and advertising world don’t realize that there’s actually a connection between, “of, if I go buy this product, it helps the host’... That authentic request is so important.” We’ve said it before, and we’ll say it again - podcast advertising is so successful because of the relationship the host has with their audience. That relationship is ultimately what the...
Mark as Played
November 29, 2023 41 mins
“My recommendation to buyers is to take any predictions from a frequency-capped campaign with a grain of salt.” Frequency capping is the ability to define the maximum number of times an ad can be delivered to a listener within a given time period - and it’s the newest hot topic in podcasting.  At True Native Media, we noticed that there were a lot of questions and ambiguity surrounding frequency capping, so we turned to our softwar...
Mark as Played
November 22, 2023 42 mins
PR isn’t about hosting parties and drinking cosmos in the Hamptons - even if that’s what Samantha Jones and Sex and the City led us to believe.  This week, Heather is joined by Molly DeMellier, PR Lead at Acast, and she sets the record straight on what PR actually is! Acast is the hosting distribution and monetization platform for podcasts across the open ecosystem, and Molly shares her insider knowledge about how PR is closely rel...
Mark as Played
November 15, 2023 35 mins
“But it’s interesting just to see how social media is important, but it doesn’t always convert. Just because I’ve got a million followers doesn’t mean I’m going to get a million listeners, right?” On today’s episode of The Podcast Advertising Playbook, Heather is joined by Kerry Tracy, SVP of Advertising at Podbean. Kerry is a veteran in the media world and has amassed a wealth of knowledge over his career - and today, he’s sharing...
Mark as Played
November 8, 2023 44 mins
“Think of our NFL network, it’s 38 podcasts. To source 38 podcasts, you don’t want eight different publishers and 38 different onboarding calls and invoices - it can be a nightmare. So for us, we like to just make it as easy for an advertiser as possible to activate with those micro-communities of fans for specific teams, but they’re able to do so at the highest level of activation with the NFL network.”  On today’s episode of The ...
Mark as Played
October 25, 2023 18 mins
If you’re an avid listener of The Podcast Advertising Playbook, you know that at the end of each episode, Heather asks her guests what their predictions for the podcast industry are. And in today’s episode, we revisit these predictions and see who got it right.  These predictions span all types of topics, including:  Content Ad Types  YouTube  Economy Package Selling Creative  Tech Advancements  ____________________________...
Mark as Played
“Speaking as myself, as a consumer, if I’m hearing the ad multiple times, but it’s not the same every time, that goes a long way in enhancing the overall experience.”  In today’s episode of The Podcast Advertising Playbook, our host Heather Osgood is joined by Shasta Cafarelli, Senior Vice President of Media Strategy at Tinuti. Shasta shares her insight on the strategic approach Tenuiti has taken to integrate podcast advertising wi...
Mark as Played
October 11, 2023 36 mins
“So this definition that we’ve had for many years, that a podcast is only media distributed via an RSS feed, is being broken apart now and being expanded. And a lot of folks in the industry don’t like that.”  In today’s episode of The Podcast Advertising Playbook, Heather asks the question, “What is a podcast?” The answer might be more complex than you think.  Heather is joined by Rob Greenlee, founder of Spoken Life Media. Rob sha...
Mark as Played
September 27, 2023 14 mins
The biggest myth in podcast advertising is that bigger audiences produce bigger results.  That’s just not true. Yes, a bigger audience can produce bigger results, but smaller podcasts often have more engaged audiences and can produce better results for an advertiser on a cost-per-listener basis. In this week’s episode of The Podcast Advertising Playbook, Heather Osgood debunks the myth that audience size is all that matters for pod...
Mark as Played
September 20, 2023 55 mins
“Some of the ad loads on some podcasts now are like six and a half minutes, and bam, you’re into another ad. And it drives me insane. I unsubscribe from those shows. I think as a content creator, you have to really think about the ad load.” It’s every creator’s dream to have a long-standing successful relationship with an advertiser, and Todd Cochrane has cracked the code. Todd is famous for his relationship with GoDaddy, and in to...
Mark as Played
September 13, 2023 33 mins
Who better to describe the buyer’s perception of podcast advertising than Tom Webster?  Tom is a partner at Sounds Profitable, a collection of media properties that cover both strategic and tactical changes to the business of podcast advertising - and we’re so lucky to have him on the podcast!  “Podcasting continues to punch below its weight in advertising and revenue, and how much of that is due to lack of education or awareness?”...
Mark as Played

Popular Podcasts

    Football’s funniest family duo — Jason Kelce from the Philadelphia Eagles and Travis Kelce from the Kansas City Chiefs — team up to provide next-level access to life in the league as it unfolds. The two brothers and Super Bowl champions drop weekly insights about their games and share unique perspectives on trending NFL news and sports headlines. Plus, entertaining stories from a combined 21 years in the league, off-field interests, and engaging conversations with special guests. Watch and listen to new episodes every Wednesday during the NFL season & check us out on Instagram, Twitter and Tiktok for all the best moments from the show.

    Dateline NBC

    Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations.

    Math & Magic: Stories from the Frontiers of Marketing with Bob Pittman

    How do the smartest marketers and business entrepreneurs cut through the noise? And how do they manage to do it again and again? It's a combination of math—the strategy and analytics—and magic, the creative spark. Join iHeartMedia Chairman and CEO Bob Pittman as he analyzes the Math and Magic of marketing—sitting down with today's most gifted disruptors and compelling storytellers.

    Crime Junkie

    If you can never get enough true crime... Congratulations, you’ve found your people.

    Stuff You Should Know

    If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.

Advertise With Us
Music, radio and podcasts, all free. Listen online or download the iHeart App.

Connect

© 2024 iHeartMedia, Inc.