x

75% of people globally want unbiased news (Pew Research) but are concerned they're not getting that.

Get balanced coverage with Symby. See how stories are covered across diverse outlets and spot when one side covers a story the other skips.

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

32:39

YouTube Viewership & Pixel-Based Attribution

Podcast Advertising Playbook ·

2024/03/27

Welcome to our second live interview from SXSW!In today’s episode, Heather is joined by A.J. Feliciano from The Roost and Cameron Hendrix from Magellan AI. First, tune in to hear Heather and A.J. discuss: Why viewership is as important as listenership The importance of making your ads fun Choosing where to put advertisers with both video and audio Then, starting at 19:06, Heather and Cameron discuss: Magellan AI’s new pixel-based attribution The death of the cookie and its role in

en

21:16

Bottom of Funnel Podcast Advertising

Podcast Advertising Playbook ·

2024/03/20

We’re doing things a bit differently in the upcoming weeks. Our host, Heather Osgood, spent last week at SXSW with some of the best industry professionals in the podcasting space. Our next few episodes will feature conversations filmed at SXSW. This episode features Rob Peterson, the Director of Marketing at Good Karma Brands. Tune in to hear him and Heather discuss: Why big brands like ESPN might choose podcast advertising Tips for running a successful test campaign Why it’s important to

en

36:06

YouTube & The Future of Podcasting

Podcast Advertising Playbook ·

2024/03/13

“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 of experience in the industry to help listeners determine how to

en

45:46

Targeting A Broad Audience

Podcast Advertising Playbook ·

2024/02/28

“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 company that, theoretically, anyone could benefit from? Tune in

en

40:52

Fostering Successful Partnerships

Podcast Advertising Playbook ·

2024/02/21

“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. To help us navigate the ever-changing world of content, Kirsten

en

28:38

You Should Be Gifting Your Hosts Samples

Podcast Advertising Playbook ·

2024/02/14

“[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 discuss: Advertising challenges with CBD Why some podcasts work better

en

17:47

An Introduction to Buying Podcast Ads

Podcast Advertising Playbook ·

2024/01/31

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 buy podcast ads. The differences between the different types of ads

en

40:25

The Ins and Outs of Programmatic Advertising

Podcast Advertising Playbook ·

2024/01/24

“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 impacts programmatic ads The hidden impact it can have in localized

en

19:36

How To Succeed With Podcast Advertising

Podcast Advertising Playbook ·

2024/01/17

“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 tips to ensure advertisers are successful when they venture into

en

24:38

A 2023 Podcasting Recap

Podcast Advertising Playbook ·

2023/12/27

“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. ______________________________________________________________ More of a visual person? Watch this episode on

en

52:32

Podcast Ads Need A Human Touch

Podcast Advertising Playbook ·

2023/12/20

“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 why networks being high-touch with their podcasters is a good

en

51:01

It’s Time To Be Transparent

Podcast Advertising Playbook ·

2023/12/13

“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 brand is purchasing when they buy an ad campaign. But with so many

en

41:29

Let’s Talk About Frequency Capping

Podcast Advertising Playbook ·

2023/11/29

“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 software expert, Anthony Firn. After extensive research, Anthony created his

en

42:51

Podcasts & PR 101

Podcast Advertising Playbook ·

2023/11/22

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 related to podcasting. Tune in to hear Heather and Molly answer: What

en

35:10

How To Build A Better Campaign

Podcast Advertising Playbook ·

2023/11/15

“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 that with you. Tune in to hear Heather and Kerry discuss: Three

en

44:24

Sports Podcasting On A National Level

Podcast Advertising Playbook ·

2023/11/08

“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 Podcast Advertising Playbook, Heather is joined by Bryan Goldmark,

en

18:37

2023 Predictions Revisited

Podcast Advertising Playbook ·

2023/10/25

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 ______________________________________ More of a visual person? Watch this episode on

en

47:48

The Increase of Dynamic Creative Optimization

Podcast Advertising Playbook ·

2023/10/18

“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 with other marketing channels to create a seamless brand

en

36:19

YouTube And Its Impact On Podcasting

Podcast Advertising Playbook ·

2023/10/11

“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 shares his extensive knowledge of podcasting, taking us on a journey

en

14:51

Does (Audience) Size Actually Matter?

Podcast Advertising Playbook ·

2023/09/27

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 podcast advertising. ______________________________________ More of a

en

213 results

Similar Podcasts

TaxTalent.com The Golden Rule Podcast

Adam Golden

TaxTalent.com Podcast

Tony Santiago

Handelsblatt Crime - spannende Streitfälle der deutschen Wirtschaft

Ina Karabasz, Solveig Gode, Sönke Iwersen

Deffner und Zschäpitz – Der Wirtschafts-Talk von WELT

WELT

Black Box - La scatola nera della finanza

Guido Brera e Gian Luca Comandini -...