Podcast Advertising Playbook Heather Osgood

This solo episode features our host, Heather Osgood, and she answers questions about a hot topic in advertising: Share of Voice. 
According to Sounds Profitable, Share of Voice refers to the percentage of impressions that one advertiser receives measured against the total impressions within a specific ad position or an entire episode. 
Tune in to hear Heather discuss Share of Voice and how it works in tandem with episodic separation and overall ad load. 
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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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“But the thing that I love about podcasting, even still today, is that the film industry is so gigantic, and there are so many stakeholders and different voices involved in making any kind of decision. Podcasting, when I first got into it, still felt like the silent movie days. Like we were all kind of a bunch of amateurs jumping into this business and figuring it out.” 
In today’s episode, our host, Heather Osgood, is joined by Ben Mathis, the Chief Content Officer at Airwave. Ben shares his journey to becoming the Head of Content at Airwave, a podcast network of over 100 podcasts and YouTube channels, and his opinions on the current podcasting landscape. 
Tune in to hear Heather and Ben discuss: 

Why advertisers need to consider the type of content just as much as the audience demographic 

Breaking the stereotypes often associated with different genres of podcasts 

What to consider in terms of brand safety and content alignment 

The state of content integration with other channels like YouTube and Newsletters

The dangers of too narrowly defining podcasts 

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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 we’re truly going to hit our goals, it’s going to be essential for us to offer, all in unison if possible, the same opportunities to invest in podcasting that advertisers have in the video and the rest of the audio space.” 
In today’s episode, host Heather Osgood is joined by John Fitzgerald, the EVP of Ad Sales at DAX US. Tune in to hear Heather and John discuss: 

The shift in advertisers being interested in the whole package, not just podcasts

Is it true that you should only advertise on the top 1% of podcasts? 

What level of targeting actually exists for podcasting? 

The benefits of taking a broad approach to selecting shows

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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  

“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. 
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  

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