160 episodes
Podcast Advertising Playbook Heather Osgood
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- Business
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.
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It’s All Content Driven
“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 -
Exclusivity & Good Ad Reads
“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
______________________________________
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 -
IAB’s Podcast Advertising Revenue Report
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
______________________________________
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 -
What Even Is A Podcast Anymore?
“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 -
The Power of Simulcasting
“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 -
A Discussion of Programmatic Ads at SXSW
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