Podcast Advertising Playbook Heather Osgood
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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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YouTube & The Future of Podcasting
“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 create a successful podcast ad campaign.
Tune in to hear Heather and Stephanie discuss:
The importance of a holistic evaluation for hosts as content creators
Where programmatic ads fit in the media mix
How simulcasts on YouTube can affect advertising
Why we might be able to look to YouTube to see the ways podcasting might mature
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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 -
Targeting A Broad Audience
“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 today’s episode to find out.
Yev Pusin, the Senior Director of Marketing at Backblaze, joins Heather Osgood. Listen now to hear them talk about:
How the advertising landscape has shifted to prioritize podcasts.
Ways to identify shows to partner with when your audience is incredibly broad.
Different ways to target listeners.
Where bad ads lose listeners.
The biggest barriers to direct response advertising.
Ways to build an emotional connection during an ad read for a product that isn’t “sexy.”
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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 -
Fostering Successful Partnerships
“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 Tannen from Direct Results joins Heather on this week’s episode of The Podcast Advertising Playbook.
Tune in to hear:
Why content silos are disappearing
What data influences good buying decisions
How to vet podcasts to ensure a good campaign
How the concept of “lean in listening” impacts results
Tips for how companies can succeed with podcast advertising
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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 -
You Should Be Gifting Your Hosts Samples
“[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 than others for advertising
The importance of gifting product samples to your hosts
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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 -
An Introduction to Buying Podcast Ads
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 (host-read, announcer read, producer read, etc.)
How to define a download and impression.
If you’re looking for a bit more help with your podcast ad-buying needs, make sure to check us out at truenativemedia.com.
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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 Ins and Outs of Programmatic Advertising
“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 campaigns
The COVID-19 impacts we’re still dealing with
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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
Customer Reviews
Never miss an episode
If you want to learn how podcast advertising works this is a weekly Masterclass. Heather brings knowledge, experience, and a desire to serve her audience, podcasters, and advertisers equally well!
456657 stars!!!
A great resource for people in the podcast industry.
Love Hearing About The Ad Side
Been working in the podcast space for the past 5-6 years, mainly focused on podcast production. I love hearing about the state of the podcast advertising industry, and where we're headed in terms of monetization.