What actually makes a podcast ad perform, and how do brands decide who gets the spend?
In this premiere episode of PodBiz, NJ speaks with Adam McNeil, SVP of Client Services at ADOPTER Media, about what makes podcast advertising effective- and what still holds it back. From host-read ads to media buying strategy, Adam shares what he’s learned placing over $100M in podcast sponsorships for direct-to-consumer brands, and in his words,
“host-read ads don’t scale- relationships do.”
We dive into how creators and buyers can align more effectively, why attribution remains a challenge, and how relationships and content fit still drive performance in today’s creator economy including:
- What makes host-read ads work — and when they don’t
- Media buying best practices for creators and brands
- Attribution limitations and evolving metrics
- The role of relationships in performance and scale
- Building a career in podcast advertising
Adam McNeil is SVP of Client Services at ADOPTER Media, a leading podcast and YouTube sponsorship agency. Adam has led podcast ad campaigns that have generated more than $100 million in attributable revenue for top DTC brands. He’s a sought-after industry voice, known for his newsletter The Roast, his insights on LinkedIn, and media appearances in Forbes, The Verge, Bloomberg, and Sounds Profitable. Adam also advises analytics platforms like Podscribe, helping improve attribution and reporting across the podcasting space.
Here are some insightful moments within the episode:
00:00 – Host-Read Ads: What Works & Why
02:15 – How ADOPTER Places $100M+ in Podcast Spend
05:02 – Building Trust Between Brands and Creators
07:48 – Common Pitfalls in Attribution and Reporting
10:30 – Podcast Career Advice: From Buyer to Advisor
13:20 – How to Vet a Show’s Sponsorship Readiness
15:42 – Shifts in Buyer Expectations Post-2023
18:10 – The Future of Media Buying in the Creator Economy
Some Additional PodBiz Buzz..
“Attribution is broken, but it’s getting better.”
“If creators don’t know their audience, brands will.”
“The best media buyers are part strategist, part therapist.”
PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?
Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.
Learn more: njbmedia.co | thepodhouseproductions.com
Hosted on Acast. See acast.com/privacy for more information.
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