Podcast Advertising Playbook Heather Osgood

“When we’re talking about that host read endorsement piece, it is really important that you have exclusivity because it feels inauthentic as the listener is being recommended products, right? Like maybe a little bit of whiplash, last week you said this product was great, and now you’re saying something else with a similar product.” 
A lot goes into making a good ad read. It’s your job as the brand to set your hosts up for success by sending them talking points about the product, but still letting them have their creative freedom. Additionally, once you have a good ad, making sure you have exclusivity with the show ensures that the ad remains authentic. 
Tune in to this week’s episode to hear our host Heather Osgood discuss: 

Exclusivity and why it is important with host read ads 

The importance of making sure your programmatic ads are categorized right 

How to set your host up for success to create a great ad read 

Why giving a host a script isn’t always the best idea 

How to create good talking points about your product

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More of a visual person? Watch this episode on YouTube. 
Ready to learn more? Check out our blog for more podcast advertising tips. 
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It’s our favorite time of the year at The Podcast Advertising Playbook - time for the IAB’s Podcast Advertising Revenue Report! We love this report because it has everything to do with revenue in the podcast and advertising space: How much did we bring in? Did we hit our goals? What are we expecting to achieve? 
In this solo episode, host Heather Osgood breaks down the report, sharing key highlights and her opinions on what this means for the industry's future. 
Read the report here: IAB Podcast Advertising Revenue Report 
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More of a visual person? Watch this episode on YouTube. 
Ready to learn more? Check out our blog for more podcast advertising tips. 
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“I do worry about that. We don’t want podcasting to turn into other mediums where it’s just cluttered and kind of white noise. The ads work because we’re respectful of the listener.” 
Podcasts are constantly changing and evolving — the podcasts we have today are incredibly different from the podcasts we had ten years ago. To help us keep track of the changes is Greg Glenday, the Global Chief Business Officer at Acast. Greg is a longtime podcast enthusiast, and the perfect person to discuss the evolution of podcasting and what the future might hold. 
Tune in to hear him and Heather discuss: 

What Acast is doing for podcasting 

How has podcasting evolved with other forms of media? 

The importance of making your ads compelling 

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More of a visual person? Watch this episode on YouTube. 
Ready to learn more? Check out our blog for more podcast advertising tips. 
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“If you talk to a lot of younger folks, they say, ‘Yeah, I’ve been watching that podcast.’ They don’t say listening. If you notice, ‘Oh yeah, I watched that the other day.” They don’t say listened.”
The increasing overlap between audio and video is a constant conversation we have on The Podcast Advertising Playbook, but our guest today provides new insight. Craig Jordan, SVP of Podcasts & Brand Partnerships at Studio71, peels back to the curtain to reveal what's really happening in the video world. 
Tune in to hear him and Heather discuss: 

The current state of simulcasting 

The importance of intentional listening in podcasting 

Secrets to a successful advertising campaign 

The future of direct results in podcast advertising 

Why video attribution is the biggest thing missing from the industry

______________________________________
More of a visual person? Watch this episode on YouTube. 
Ready to learn more? Check out our blog for more podcast advertising tips. 
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

This final episode of our live at SXSW series isn’t one you’ll want to miss. 
First, Heather is joined by Mattia Verzella from Spreaker, where the two discuss: 

Concerns with programmatic ads 

Why programmatic ads allow you to scale 

The importance of transparency 

Advancements in technology and what this means for podcast advertising 


Finally, Lindsey Jara Wald and Shweta Nalawade from Tinuiti round out our SXSW conversations by discussing: 

The advantages of having everything in-house 

Podcast ads as middle-of-funnel marketing 

Running an advertising campaign that isn’t just podcast ads 

______________________________________
More of a visual person? Watch this episode on YouTube. 
Ready to learn more? Check out our blog for more podcast advertising tips. 
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“Because obviously, a 30, 60, or 90-second ad could be effective, but [branded podcasts] are more of a longer-term strategy of building a community around that like specific program.” 
In the third installment of our Live at SXSW series, Heather is joined by Camille Laurente from Hueman Group Media and Michael Kropko from Ad Results Media. 
First, Camille gives listeners a crash course on branded podcasts. She and Heather discuss: 

The importance of trust when creating a branded podcast 

How to make branded podcasts sound more human and less corporate 

Next, at around 14 minutes, Michael shares his insights from being a part of Ad Results, one of the largest podcast ad buyers in the space. Tune in to hear: 

Why they consider triangulation to be the gold standard 

Different approaches to simulcasting and ‘vodcasts’ 

How to reach someone across different forms of media 

Whether or not advertisers are buying both audio and video

______________________________________
More of a visual person? Watch this episode on YouTube. 
Ready to learn more? Check out our blog for more podcast advertising tips. 
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook