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PODCAST

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.

business marketing

All Episodes

39:42

Do You Have Too Many Podcast Ads? w/ Gabriel Soto

Podcast Advertising Playbook ·

2023/03/08

“Yes, there’s a warning that podcast listeners want to get away from ads, and they’re starting to recognize ads on podcasts… [but] people still trust podcast advertisements more than they do radio or TV ads.” Podcast ads are special because the listeners trust to host like they trust their best friend. But is it possible to have too much of a good thing? That’s exactly what Gabriel Soto, Director of Research at Edison Research, aims to answer on today’s episode of The Podcast Advertising

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19:54

The Podcast Industry Is Changing

Podcast Advertising Playbook ·

2023/03/01

“We cannot continue to sign contracts that say the ad is going to live in the episode forever. That’s right. You heard it - forever.” Today, Heather Osgood is back with a solo episode to discuss the changes she’s been seeing in the podcast industry. This includes: Faked in ads and why we need to start calling them what they are. Ways to make dynamically inserted ads more successful. Why we should move towards a pure CPM pricing model. The podcast industry is changing… are you able to keep

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37:03

Approach Your Next Campaign w/ Confidence ft....

Podcast Advertising Playbook ·

2023/02/22

“The other thing is, if you’re utilizing host read ads and the host is game, please let them do their thing. The host knows how to speak to their audience, and they know what resonates.” We are so excited to introduce our new Senior Director of Revenue and Sales Strategy, Brittany Bernado! Brittany joined the True Native Media team a few months ago, and she’s ready to share her wealth of knowledge with us here at The Podcast Advertising Playbook. Brittany and Heather discuss: A successful

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25:36

Your 2023 Podfest Recap w/ Nick Gryniewicz

Podcast Advertising Playbook ·

2023/02/15

“The thing that I heard [at Podfest] that was kind of interesting was a speaker that used the phrase, ‘‘spend time with your audience.’ Podcasting can be this kind of one-way street where you’re talking at the audience, and in many ways, the audience kind of talks back to you, but you don’t necessarily respond… If you invest your time in them, other people will see that, and you’ll build more of a community there.” Our very own VP, Nick Gryniewicz, is back again with Heather Osgood on today’s

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48:05

Constructing a Good Ad w/ Lindsay Graham

Podcast Advertising Playbook ·

2023/02/08

“No one is really special… You have the same problems as everyone else, and if you can connect with some sort of empathy to the problem that’s being solved by this [product], I think you will find an audience in the sponsorship.” We’ve all heard a podcast host start an ad read by saying, “I SWEAR I’d never promote a product I didn’t love and use every day.” As consumers, this transparency is part of the reason we love podcasts, but is the host being too selective? Could they ethically promote a

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44:37

Do Podcasts Have a Privacy Issue? w/ Jordan Bentley

Podcast Advertising Playbook ·

2023/01/25

We’ve all heard the horror stories of smart homes listening to your conversations when they shouldn’t be or mentioning you need a product and immediately getting a targeted ad for it. As our society gets more reliant on technology, privacy is a hot topic. Which begs the question, is there a privacy issue in podcasting? Audiohook founder Jordan Bentley joins Heather Osgood on the newest episode of The Podcast Advertising Playbook. Tune in now to find out if Heather and Jordan have concerns about

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47:24

Podcasts Can’t Survive Without Diversity w/ Tangia...

Podcast Advertising Playbook ·

2023/01/18

“When we don’t have that level of diversity in our industry, it doesn’t bode well because you’re very quickly going to be irrelevant. As those younger people and those new minds come into things, if it doesn’t engage them, they just won’t deal with it. There won’t be like some kind of fight by the next generation to save podcasting. They just won’t engage with it.” Tangia Al-awaji Estrada is the co-founder of BIPOC Podcast Creators, and today she sat down with Heather Osgood to talk about diversity

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34:09

An Audio Revolution w/ Jay Green

Podcast Advertising Playbook ·

2023/01/11

“One of the things that you and I had been talking about is this idea of creating a successful relationship from beginning to end… We want the content creator to be rewarded. We want the ad seller to be rewarded, and we want the advertiser to be rewarded. It has to be a win across the board.” In today’s episode of The Podcast Advertising Playbook, Heather is joined by Jay Green. Jay is the SVP, Podcast Strategy & Operations at Cadence13 and has great experience in the advertising space. Heather and

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35:27

A True Native Media Deep Dive w/ Nick Gryniewicz

Podcast Advertising Playbook ·

2022/12/21

“So, the way that I always love to think about it is for the independent podcaster, True Native Media really acts as a pseudo sales arm.” In over 100 episodes of The Podcast Advertising Playbook, Heather Osgood hasn’t spent a lot of time talking about what we do at True Native Media - but that’s about to change. Heather is joined by our brand new Vice President, Nick Gryniewicz, to tell you everything you need to know about how True Native Media can take your podcast from a hobby to a full-time

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43:11

The World of Programmatic Ads w/ Rockie Thomas

Podcast Advertising Playbook ·

2022/12/07

“I have to remind people… Let’s just say audio or digital. Audio, in general - it’s a perishable media.” Once the opportunity to monetize on audio is gone, it’s GONE. That can sound pretty scary if you’re new to podcast advertising, but the CRO of SoundStack, Rockie Thomas, believes programmatic ads can capitalize on optimization in real time. In our newest episode of The Podcast Advertising Playbook, Heather Osgood and Rockie Thomas discuss: Programmatic ads & the different ways to work with

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41:20

You Can’t Have Back-to-Back Ads w/ Thomas Mancusi

Podcast Advertising Playbook ·

2022/11/23

“I’m a sales guy, but if I could sell things and see it affect someone else’s livelihood and go from, you know, doing what was a hobby to doing what they love is part of the love that I have for [the podcasting] space.” If you’ve made it to this episode, you must love the podcasting space as much as we do. And one of the reasons we love it so much is because everyone is so willing to help everyone else. Which is exactly what Thomas Mancusi, CRO at AudioBoom, did on today’s episode with True Native

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21:20

Content Alignment and How It Impacts Advertising...

Podcast Advertising Playbook ·

2022/11/09

“My biggest encouragement is always keeping an open mind. Keep an open mind and keep very strict reporting. Both are equally important. And, with those paired, I think you can create a very easy roadmap for successful advertising within the podcast industry.” One of the cornerstones of successful advertising is always testing new things, but who hasn’t been stuck in their comfort zone before? If you’re currently feeling a little stuck, you’re in the right spot. In today’s episode, Heather

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34:00

Lookalike Audiences and Building Campaigns with James...

Podcast Advertising Playbook ·

2022/10/26

Are you doing everything you can to make a successful podcast advertising campaign? “Podcast buying, let’s say this tongue in cheek, but it’s hard. It’s not easy…The goal is that you’re getting those really engaged people who, you know, are listening to the host for that content, and they’re gonna convert.” James Ingrassia, EVP Client Services at Oxford Road. Creating and executing a podcast advertising campaign can get tricky. From identifying your target audience to finding shows that align with

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22:37

6 Podcast Advertising Trends To Watch 2022

Podcast Advertising Playbook ·

2022/10/12

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43:36

Essential Tips and Tricks for Brand Advertisers in...

Podcast Advertising Playbook ·

2022/09/28

“What an advertiser’s doing with podcasting, they’re really leaning into or capitalizing on the super intimate relationship the host has built with their audience.” Meredith Krantz Vice President, Digital Partnerships at Westwood One. Not all brands utilize podcast advertising, but maybe all brands should. The lack of clear standardization across the podcasting space can make podcast advertising look like the wild wild west, but podcasts have uniqueness and authenticity that can’t be ignored. The

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43:07

Dark Social Has Transformed The Buyer's Journey with...

Podcast Advertising Playbook ·

2022/09/14

"Marketers that continue to copy the Salesforce playbook from 2006 for their 50-person SaaS company will continue to struggle. Nobody in a growth phase can win with this strategy anymore." Chris Walker Founder and CEO of Refine Labs. Buyers are taking an entirely new approach to make a purchasing decision. They are using slack communities, podcasts, social posts, friends' recommendations, and events to find solutions to their problems. Marketers stuck in the old ways will fall off if they don't

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21:32

2022 Podcast Movement Highlights and Exciting News

Podcast Advertising Playbook ·

2022/09/07

Podcast Movement is my favorite event of the year. I get to see old friends and make new ones. I network with clients and discuss my favorite topic - anything related to podcast advertising. This year felt so good to see everyone in person ready to do business. Although I don't get to attend many sessions because I am jam-packed with meetings, I have conversations with industry leaders about important topics. These are what I will share with you today. Dynamic ad insertion was a hot topic this

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41:08

Why is Brand Safety A Hot Topic In Podcast Advertising?

Podcast Advertising Playbook ·

2022/08/31

I don't think we talk enough about brand safety in podcasting. You might ask yourself, "Well, Heather, what is brand safety, and why is it important in podcast advertising?" As Tamara Nelson, Co-Founder of Barometer explains, "Whatever content you advertise on is what your brand becomes associated with, and that can sometimes be a very negative association." Podcasting is relatively unregulated, so it can create challenges for marketers and brands looking to advertise in the space where anyone can

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37:20

Here’s Why You Need A Brand Audio Strategy

Podcast Advertising Playbook ·

2022/08/17

Over the last five years, audio has risen to challenge video in a way I never thought would happen. While everyone says, "Attention spans are getting shorter; make bite-size content," I have seen the long-form podcasting style thrive. But many brands are not paying attention to building a robust audio strategy because they are stuck on attracting GenZ on TikTok. So how do you create a brand audio strategy? It's a great question that not many people know the answer to. So I invited Korri Kolesa, CRO

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45:35

What 17 Years of Podcast Advertising Taught Me With...

Podcast Advertising Playbook ·

2022/08/03

I feel like I have been in podcast advertising forever (6 years). But then I talked to Todd Cochrane, a friend, and fellow podcast enthusiast, who has been selling ads on his show and many others for 17 years, and I realized there is always so much to learn. "Smaller shows have much higher engagement than bigger shows. The audiences are much more loyal. They're much more willing to try a product or service because they support the podcast." He shares his secret sauce for keeping his advertisers

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