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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

38:19

Brands and Podcasters Legal Rights with Gordon Firemark

Podcast Advertising Playbook ·

2022/07/20

Recently, some very strange product companies have reached out to try podcast ads. It got me thinking about the legal side of podcast advertising and if there was one. We don't deal with it, so I invited Gordon Firemark to the podcast to share his expertise on the subject. "I sometimes talk about the podcast prenup. People (brands) working on the show with us should know what they get, what they own, and what they're not entitled to. It's protecting our intellectual product." Gordon and I discuss

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36:04

Are Your Podcast Ads Working? Jeff Vidler Talks...

Podcast Advertising Playbook ·

2022/07/06

Have you ever wondered how advertisers know if their brand initiatives are working correctly? I am a huge proponent of data and Jeff Vidler, Founder of Signal Hill Insights is helping podcasts and advertisers measure their efforts with brand lift studies, surveys, and more. “One thing we do have with podcasting is we have digital data that gives us census level data as a baseline that we can use and work from that and really give advertisers a chance to see how the mediums working.” Jeff is

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40:04

Small Podcasts Have A Shot At Podcast Advertising

Podcast Advertising Playbook ·

2022/06/22

With limited inventory and only the top 1% of podcasts getting the advertising dollars, what happens to the rest of the smaller shows? How do they get a piece of the advertising pie? Dave Hanley, Chief Revenue Officer for Advertisecast joins me on the podcast to talk about how they are working to open opportunities for independent podcasts with fewer download numbers to get in front of advertisers. With their recent acquisition of PodGo, shows as small as 200 downloads per episode can have a

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16:04

IAB Podcast Advertising Revenue Study Reaction (2021)

Podcast Advertising Playbook ·

2022/06/08

I love this report from the IAB. I am always very excited for the IAB Upfront event when they share their findings each year. Most of the time, there are statistics that I am already aware of, but then there are some outliers that either bring me joy, or shock. This year, I am happy to report that I am overjoyed with the results. I would like to share my favorite stats from the study with you and tell you why I think they are important to focus on. If you are interested in podcast advertising and

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39:27

Do Companies Need A Branded Podcast? Featuring Graham...

Podcast Advertising Playbook ·

2022/05/26

I am fascinated by internal company podcasts and how corporate companies are taking advantage of audio to distribute communications to their employees. I have been following Graham Brown, Founder, and CEO of Pikkal, a corporate podcast agency in Singapore, for quite some time, so I invited him to talk to me about the work he does and find out how companies benefit from branded podcasts. "There's a big group of corporate people who have a significant need. It's not a content problem; it's a

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23:05

Brand Suitability In Podcasting with Ad Results Media

Podcast Advertising Playbook ·

2022/05/11

I loved chatting with Lindsay Smith from Ad Results about working with their clients on brand suitability, otherwise known as brand safety. "We like to focus on the term suitability because, as an agency, we don't want to deem what shows are safe or unsafe. Instead, we want to match brands with suitable shows for their core values." Lindsay shares her process for monitoring ad-reads and working with podcasts and clients to create high-quality ads that convert. We also talk about how brands have

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35:07

How RedCircle Connects Brands and Podcasters

Podcast Advertising Playbook ·

2022/04/27

It is very hard for brands and indie podcasters to connect. Most of it is done manually with a direct relationship, network, or representation agency, like True Native Media. Mike Kadin saw an opportunity to help indie podcasters and brands to connect faster with RedCircle. "We started talking to these podcast creators and asking them, what are the challenges you face? And even more than making money, or making more money, was the need to grow their audience. They want more people to be able to

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42:44

We Want Transparency In Podcast Advertising with...

Podcast Advertising Playbook ·

2022/04/13

The podcast industry struggles with transparency when it comes to pricing, results, and measurements. There are several reasons why this is the case. So I invited Marty Michael, CEO, and Co-Founder of Gumball (a podcast advertising marketplace), to the show to chat about how his software is trying to break the transparency barrier in podcast advertising. We discuss why brands won't share their results and pricing rates and why this makes it challenging for standardization across the podcast

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39:55

How Brands Scale Their Podcast Influence with Todd...

Podcast Advertising Playbook ·

2022/03/30

I had one of the most open and honest conversations with Todd Gallet, Head of Partnerships at Podcorn, about how brands (if they are strategic about it) can book tons of inventory on smaller shows and get better results than trying to run on one or two huge well-known shows. "Not every brand is an excellent fit for the biggest shows. So if you're a new brand getting into the space and you're going to go after Joe Rogan, it could be a huge miss, quite frankly. You're going to get the audience, but

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34:14

Podcast Advertising Needs To Be Easier To Buy and Scale

Podcast Advertising Playbook ·

2022/03/16

As traditional influencer marketing platforms (Facebook, Instagram, etc.) get increasingly over-saturated with influencer-type content, it's effortless for consumers to swipe right past ads. And so, companies have started to look for new avenues to reach their customers. And that's where podcasting comes in. But many digital marketers are used to a centralized platform to buy ads with a few clicks. Podcast advertising is lacking in this area, creating a barricade for more digital marketers to

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18:48

Why Programmatic Podcast Ads Are Good For Podcasting

Podcast Advertising Playbook ·

2022/03/02

I can go on and on all day about how important and influential host-read endorsement ads are, but the reality is we need programmatic ads in podcasting for various reasons. Today, I want to share the research I have done because I think that programmatic ads have a place in podcasting and will help the industry continue to grow. I will cover topics like: Targeting Technology development New advertisers Ease of purchase Automation If you get value from the content, please consider

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32:30

Podcast Advertising Advice From Ray Harkins at...

Podcast Advertising Playbook ·

2022/02/16

I have always admired Ray Harkins's career in podcasting. He started out at Midroll, the posterchild company for podcasting. Then he moved to Stitcher and is now the West Coast Lead Podcast Strategist for iHeartRadio. I really wanted to dive deep into the growth and evolution of podcast advertising with Ray because he has been pivoting in the industry for so many years, staying in tune with dynamic and programmatic developments. We talk about the major changes he has seen over the years, as well as

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46:57

Podcast Advertising From An Agency Perspective With...

Podcast Advertising Playbook ·

2022/02/02

We talk a lot about what podcast advertising is like from a brand's or podcaster's perspective, but what about the agencies that support these brands? How do they manage to bridge the partnership between podcasters, networks, rep firms, and brands? In this episode with Glenn Rubenstein, Founder of Adopter Media, we discuss how the industry is evolving and how Glen and his agency are pivoting to adjust to the changes. We also talk about managing advertisers' and publishers' expectations to find

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48:40

How to Create High Converting Ads With Stew Redwine

Podcast Advertising Playbook ·

2022/01/19

"We talk about brevity, clarity, and potency, making every word count so that every ad will count. Never use two words when one will do." Stew's extensive experience in performance marketing allows him to craft high-converting podcast ads. In this episode, we discuss why it is critical to have clarity in an ad and how advertisers can support hosts in driving the brand message. He also talks to me about what hosts can do to be more involved in the creative process and ultimately get more sales from

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33:09

How To Secure Long-Term Podcast Advertising Partnerships

Podcast Advertising Playbook ·

2022/01/05

It is rare to find a podcaster who has been productively selling ads for several years in podcasting. So when we asked Samantha to join us on the podcast to talk about how she has been so profitable, she was happy to share her advice for advertisers and podcasters looking to build long-term relationships. "I think that advertising isn't the right choice for all podcasts out there. It depends on the type of podcast that you have, the kind of message that you're bringing to the world, and what kind of

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39:19

Podcasting And The Social Audio Ecosystem With Steve...

Podcast Advertising Playbook ·

2021/12/22

With the rapid rise of Clubhouse, Twitter Spaces, Facebook Live Audio Rooms, and Spotify Greenroom, podcasting suddenly got a bit scared about its audiences' loyalty. So we called in social audio and podcasting specialist Steve Olsher to join us on the podcast and chat about creating a successful partnership between podcasting, social studio, and monetization. We cover reasons for the lack of community in podcasting, how Steve is trying to combat that, why he is worried about the podcast

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33:09

2022 Podcast Trends and Predictions with Sam Sethi

Podcast Advertising Playbook ·

2021/12/08

Can you believe it's almost the end of 2021? What a year! I always like to review what's ahead for us in the podcasting industry, so I invited Sam Sethi, a 30-year podcast veteran, to tell us what he thinks. Sam is the Operational Director at Viral Tribe, the Managing Director at River Radio, and the host and producer of Podland News. A terrific podcast that he does with James Cridland from Podnews. I am so glad I reached out and asked him to chat with me because he shared some fantastic insights

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35:07

Fatima Zaidi Is Elevating Branded Podcasts

Podcast Advertising Playbook ·

2021/11/24

I have always been apprehensive about brands entering the podcast space to create corporate shows without strong guidance from experts. They usually end up as a 30-minute infomercial for their products or services. I am fascinated by the listeners who actively choose to follow brands, and I wanted to learn more about the intricate workings of branded podcasts. So I invited Fatima Zaidi, Founder, and CEO of Quill Podcasting, to share her expertise. "Podcasting is a very new space. And so, just

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43:44

How Organifi Uses Podcast Advertising To Drive Sales

Podcast Advertising Playbook ·

2021/11/10

"We're not looking to load on a bunch of shows every month. We're looking for high-quality shows that can be long-term, long-lasting partners. We're making sure it's a good fit. I love partnerships and relationships. So, when I'm getting on a call with a host, I want to make sure they are interested in Organifi. Maybe they haven't heard of us, but they're asking questions. They want to try the product. They are interested in endorsing the product themselves on the read. The relationship is either

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41:06

The Inside Scoop With Bryan Barletta (What's...

Podcast Advertising Playbook ·

2021/10/27

What happened to all the podcasting acquisitions last year? Why is the industry hating on programmatic ads? Is YouTube muscling its way into podcasting? I welcome Bryan Barletta from Sounds Profitable back on the show to share the inside scoop on what's happening with podcasting. Bryan is a very well-connected industry expert that recently joined the IAB to help move the industry forward and innovate in the space. Whenever I need to know what's going on behind the scenes, Bryan is my go-to

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