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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

43:00

Ad It Up: Podcasting with the IAB

Podcast Advertising Playbook ·

2025/04/09

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Matt Shapo, Director of Digital Audio and Video at the IAB, to explore the evolving landscape of podcast advertising—from emerging tech to evolving standards.With podcasting in the spotlight and video on the rise, Matt shares how the IAB is helping guide the industry forward while keeping trust, scalability, and innovation at the center of it all. In this episode, Heather and Matt discuss: The limitations and

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42:01

Inside the Calm: Kirk Martin on Podcasting, Growth &...

Podcast Advertising Playbook ·

2025/03/26

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Kirk Martin, host of The Calm Parenting Podcast, to pull back the curtain on what it takes to build a successful show while staying true to your mission. With millions of downloads and a dedicated audience, Kirk shares how he’s grown Calm Parenting into a go-to resource for parents—and why he decided to bring advertisers into the mix.In this episode, Heather and Kirk discuss: The inspiration behind The Calm

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31:53

From Wonder to Acast: Where Branded Content is Headed...

Podcast Advertising Playbook ·

2025/03/19

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Shira Atkins, Global SVP of Business Development & Partnerships at Acast and former Co-Founder & Chief Revenue Officer of Wonder Media Network. With Acast’s recent acquisition of WMN, Shira shares insights on the evolution of branded content in podcasting and where the industry is headed next.In this episode, Heather and Shira discuss: The origins of Wonder Media Network and the market gap it aimed to fill. What

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38:57

Scaling Smarter: The Next Phase of Podcast Advertising

Podcast Advertising Playbook ·

2025/03/12

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Eric Smith, President & COO of Incremental Media, to explore the evolution of podcast advertising and what’s next for the industry. With years of experience in media and a front-row seat to podcasting’s growth, Eric shares insights on the biggest shifts shaping the space and how advertisers can navigate the opportunities ahead. In this episode, Heather and Eric discuss: The journey of Incremental Media and how podcast

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35:15

Podcasting, Profits & the Power of Audiencelift

Podcast Advertising Playbook ·

2025/02/26

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Robert Tuchman, Co-founder of Amaze Media Labs, to discuss the evolving landscape of podcast advertising and how technology is shaping audience growth and monetization. With a deep background in media and entrepreneurship, Robert shares his journey into podcasting and the innovative tools his team has developed to help creators and advertisers succeed.In this episode, Heather and Robert dive into: What inspired Robert

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39:52

From Curation to Community: How Podcasts Grow with...

Podcast Advertising Playbook ·

2025/02/19

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Arielle Nissenblatt, founder of EarBuds Podcast Collective, podcast community builder, and passionate advocate for audio storytelling. Arielle has dedicated her career to helping listeners discover new shows and supporting creators in growing their audiences through thoughtful curation and community engagement.In this episode, Heather and Arielle explore: Arielle’s journey into podcasting and what sparked her passion

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41:12

The Podcasting Crystal Ball: James Cridland on...

Podcast Advertising Playbook ·

2025/02/12

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by James Cridland, Editor of Podnews and a renowned radio futurologist, for a deep dive into the evolution of podcasting and what’s next for the industry. With years of experience analyzing trends, technology, and audience behavior, James brings valuable insights into how podcasting has transformed—and where it’s headed.In this episode, Heather and James explore: The origins of Podnews and what inspired James to create a

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33:03

The Sound of Trust: Inside NPR's Approach to Podcast...

Podcast Advertising Playbook ·

2025/01/29

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Gina Garrubbo, President & CEO of National Public Media, and Bryan Moffett, COO of NPM and SVP of Network Growth at NPR, for an insightful conversation about NPM's approach to podcasting and advertising. The three dive into:NPM’s unique position in the podcasting space, leveraging its 50-year legacy in audio journalism to connect with a younger, more diverse audience. How NPM collaborates with brands to create

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34:05

Behind the Mic with Andrew Giancola

Podcast Advertising Playbook ·

2025/01/22

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Andrew Giancola, the host of The Personal Finance Podcast and member of True Native Media's roster, for an insightful conversation about podcasting in the personal finance space and how to successfully monetize a podcast. In this episode, the two dive into:The origins of The Personal Finance Podcast and Andrew’s journey to creating a show that resonates with listeners. How Andrew turned his podcast into a business,

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33:29

Building Authentic Connections: Podcast Advertising,...

Podcast Advertising Playbook ·

2025/01/15

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Bob Hunt, Senior Director of Audio at Hearts & Science, to discuss the evolving landscape of podcast advertising and how brands can effectively leverage the medium to engage their audiences. In this episode, the two dive into:An introduction to Hearts & Science and how the agency helps brands create impactful audio strategies. Expert advice for brands just starting to explore podcast advertising and how to make the

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40:52

The Future of Podcast Advertising: Insights from Lex...

Podcast Advertising Playbook ·

2025/01/08

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Lex Friedman, Founder of Lex Friedman Consulting, to explore his journey and insights in the podcasting space. In this episode, the two dive into:Lex's background and how his experience led him to build a consulting business focused on podcasting. Shifting trends in podcast advertising and how advertiser approaches have evolved over the years. The balance between content creation and technological innovation in the

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30:37

Brand Safety in Podcasts: Risks, Trust & Ethical...

Podcast Advertising Playbook ·

2024/12/11

This week on The Podcast Advertising Playbook, we dive into the evolving landscape of brand safety in podcasting and explore how it differs from other media like digital ads and social media with Valerie Reimer, VP Ad Tech & Product Partnerships at Acast. From the growing importance of audience trust to the unique challenges brands face when advertising in kids' content, we cover the key factors shaping brand safety today. Plus, we discuss the legal and ethical considerations brands must navigate

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26:59

Introducing Podcast Perspectives: Navigating the...

Podcast Advertising Playbook ·

2024/12/09

Today on the podcast, we’re excited to feature a conversation from the Signal Award-winning show Podcast Perspectives, produced by our friends at The Podglomerate (the podcast firm specialized in producing, distributing, and monetizing podcasts for high-profile clients including Netflix, PBS, NPR stations, Harvard Business School, and more). Podcast Perspectives brings on audio leaders and industry executives to walk through the biggest news of the day and to go deep on topics that podcasters need

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35:24

Adventures in Ads: Behind the Scenes with an Ad...

Podcast Advertising Playbook ·

2024/11/27

This week on The Podcast Advertising Playbook, our host Heather Osgood sits down with seasoned ad delivery specialist from True Native Media, Hannah Gayhardt, to uncover the secrets behind successful podcast advertising. Whether you're new to the space or looking to fine-tune your strategy, this conversation is packed with valuable insights!Tune in to learn more about: What’s a Delivery Specialist’s Role? Learn about the behind-the-scenes work that ensures podcast ads are delivered seamlessly to

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35:58

Spot On: How Ad Placement & Transparency Are Shaping...

Podcast Advertising Playbook ·

2024/11/20

This week on The Podcast Advertising Playbook, we’re joined by Chris Bowlby, SVP of Sales at Soundrise, for an in-depth look at the dynamic landscape of podcast advertising. We explore key topics such as ad load, spot placement, and transparency issues, as well as the impact of Soundrise's partnership with PRX on non-profit podcasting and programmatic ad sales. Plus, we discuss the vital role independent podcasters play in shaping the future of podcast advertising. Tune in for insights

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15:24

Podcasting 101: The Ultimate Beginner's Guide for Brands

Podcast Advertising Playbook ·

2024/11/13

This week on The Podcast Advertising playbook, our host Heather Osgood breaks down how companies with zero podcasting experience can take the first steps to dive in, even on a budget. We’ll discuss simple strategies for leveraging podcast interviews, reaching new audiences, and creating a podcast that connects with customers on a deeper level.Key Takeaways: Interviews as a Low-Cost Entry Point: Start by guesting on established podcasts to build credibility and reach. Targeted Podcast Outreach:

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47:01

The AI Revolution: Ads, Ethics, and the Road Ahead

Podcast Advertising Playbook ·

2024/11/06

This week on The Podcast Advertising Playbook, our host Heather Osgood sat down with Stew Redwine, VP of Creative Services at Oxford Road and Oskar Serrander, Co-Founder and CEO of Wondercraft, to explore the transformative role of AI in the podcast industry. From revolutionizing podcast ads to navigating ethical challenges, we dive into how AI tools are reshaping the way we create, measure, and distribute content. Whether you're a podcaster, advertiser, or AI enthusiast, this conversation uncovers

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39:04

From Frenemies to Podcast Pioneers

Podcast Advertising Playbook ·

2024/10/23

"What I thought was fascinating was some of the talk about content and influencers and what we talked about at the beginning, how people buy from people they trust...people trust creators more than brands."This week on The Podcast Advertising Playbook, our host Heather Osgood, sat down with E.B. Moss of Moss Appeal to discuss their journey from representing the same podcast to becoming powerful female entrepreneurs. Tune in to hear more on: Swing dancing (yup, you read that right) Similarities

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29:20

Talking Shop with Veritone One

Podcast Advertising Playbook ·

2024/10/16

“I feel like one of the big [missing pieces] is [tackling] frequency. That is something we’re working on trying to control more with our partners. So a definite need is refined frequency tools, and maybe understanding how much market share we are taking from our competitors”This week on The Podcast Advertising Playbook, our host, Heather Osgood, sat down with the Associate Director of Digital Media at Veritone One, Maggie Beyer, to discuss the state of the podcast market. In this episode, the two

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48:00

Unpacking Podscribe's Quarterly Benchmark Report

Podcast Advertising Playbook ·

2024/10/09

“We talk about how podcast advertising is sort of the last channel without ridiculous ad fatigue. We're starting to sort of enter into a space where we need to be really careful because we're going to start sort of diminishing that.”This week on The Podcast Advertising Playbook, our host, Heather Osgood, sat down with the Head of Growth at Podscribe, Amelia Coomber, to unpack the most recent Quarterly Podscribe Performance Benchmark Report to really dive deep into it’s development, the data and

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