Podcast Advertising Playbook

Heather Osgood
  • 4.8 (21)
  • MARKETING
  • UPDATED SEMIMONTHLY

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.

  1. DEC 17

    Why Focus Wins

    In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Jason Fishman, Co-Founder and CEO of Digital Niche Agency (DNA), to explore how specialization, podcasting, and thoughtful marketing strategy can drive sustainable growth. Jason shares how building a focused niche helped DNA stand out in a crowded digital landscape and why clarity matters more than ever as AI and automation reshape the industry. Together, Heather and Jason discuss how brands can prioritize their marketing efforts today, from underutilized digital tactics to the role podcasting plays in long-term credibility and thought leadership. Jason also offers practical advice for founders considering launching a podcast and highlights the most common mistakes brands make when advertising in the podcast space. In this episode, you will learn: Underused digital marketing tactics brands should be testing right now How podcasting fits into a modern thought leadership strategy Where new brands should focus first: content, paid ads, or community Common podcast advertising missteps and how to avoid them And more This episode is a must-listen for marketers, founders, and agency leaders looking to build authority, make smarter marketing decisions, and use podcasting as a powerful growth lever.

    40 min

  2. DEC 3

    Guesting, Booking, and Brand Awareness, Oh My!

    In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Sam Brake Guia, Co-Founder of Podwritten and host of Mics to Millions. Sam works at the center of podcast guesting, booking, and creator strategy, bringing a unique view into how brands and personalities can use interviews to increase visibility and connect with targeted audiences. Together, Heather and Sam explore: Why certain industries, especially health and wellness, lean toward podcasts What makes for successful guest pitching, including timing and seasonality How brands can use guesting to build authority and increase brand awareness

    38 min

  3. NOV 19

    Where Influencer Meets Audio

    This week, host Heather Osgood sits down with Steve Rock, a leader in the influencer and creator marketing space, for a conversation that bridges two worlds advertisers often treat as separate: podcasting and influencer marketing. With deep experience across both industries, Steve brings a grounded, strategic perspective on how brands can think more holistically about creator-led media. In this episode, Heather and Steve explore why podcast advertising is still misunderstood, how brands can unlock more value from host-read creative, and what it really looks like to pair brand-building and direct response within a single campaign. Steve also shares his thoughts on the future of creator marketing, and how intelligent automation is reshaping the way teams plan, measure, and optimize spend. They discuss: Why podcasts aren’t categorized as influencer marketing—even though many of the same dynamics apply How brands can guide creative without stifling authenticity The role of creativity and strategy in generating true brand advocacy When direct response vs. brand marketing makes the most sense How today’s tools and emerging IA capabilities could streamline campaign planning and measurement Whether you’re evaluating where podcasts fit within your 2026 media mix or looking to better integrate creator strategies across channels, this episode offers clear, practical insight into how to make your campaigns more effective. Steve’s experience helps demystify the overlap between podcasting and influencer marketing, giving advertisers the clarity they need to plan smarter and grow faster.

    47 min

  4. NOV 5

    From Ears to Eyes: How Video Is Reshaping Podcast Advertising

    In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Matt Drengler, Head of Partnerships at Podscribe, to explore one of the hottest questions in the industry today: how video is changing podcast advertising. Together, they unpack what the data says about video ad performance versus traditional audio-only campaigns, how engagement and attribution differ between the two formats, and what advertisers need to know about tracking conversions when pixels aren’t available. Matt also shares insights on how video can expand reach across platforms like YouTube and social media, and whether audiences truly prefer seeing their favorite hosts, or still favor an audio-first experience. If you’re curious about where podcast advertising is headed and how to make sense of video’s growing role in the space, this is an episode you won’t want to miss.

    50 min

  5. OCT 22

    Driving Innovation in Podcast Advertising with Greg Glenday of Acast

    In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Greg Glenday, CEO of Acast, the world's largest independent podcast company. These two industry experts talk about growth, monetization and expansion, and how podcasts are leading the charge in innovative advertising. Tune in to hear: How Acast supports creators and advertisers from start to finish How global expansion is helping advertisers and creators reach larger audiences The nuances in podcast advertising compared to other broadcast channels such as radio Greg's predictions for the next wave of innovation in the podcast industry If you are interested in finding out how you can capitalize on the engagement of podcasts with podcast advertising, this episode is one you won't want to miss.

    35 min

  6. OCT 15 · BONUS

    The Problem with Category-Based Ad Buying

    In this episode of The Podcast Advertising Playbook, host Heather Osgood shares why choosing shows by category isn't the best advertising strategy, and what to do instead. In this episode, you will hear: Why choosing shows by category often falls short How shows within the same category can yield vastly different results What to look for instead: demographics, psychographics and more Tools to help you target your audience with more precision and influence Learn how to avoid this common advertising pitfall and use actionable strategies to boost your next audio-based ad campaign.

    14 min

  7. OCT 8

    Unlocking Programmatic Potential with AI

    In this episode of The Podcast Advertising Playbook, David "DK" Krulewich joins host Heather Osgood to talk about the value of programmatic ads, and how AI powered ad tech can help maximize both reach and revenue. David Krulewich is the CEO of Mission Media, a company dedicated to driving influence through independent voices. Leveraging the power of audio, CTV, podcasting, and social media, Mission Media connects brands with consumers in the most impactful ways - reaching audiences at meaningful touchpoints through a marketplace of over 100 independent influencers. By harnessing AI-driven contextual targeting, Mission Media enables advertisers to align their messaging with the right content, ensuring powerful brand storytelling and measurable marketing success. In this episode, you will hear: Key differences in host-read ads and programmatic ads Why creators and advertisers should include programmatic in their campaigns How to leverage your back catalog to increase inventory and monetization potential How to drive impact and influence using the latest in programmatic technology Factors that impact overall yield and CPMs through targeting If you're a creator looking for new ways to monetize, or an advertiser looking to add programmatic ad reads to your strategy, this one is for you.

    37 min

  8. SEP 24

    Growing Your Audience: The Power of Cross-Promotion

    In this episode of the Podcast Advertising Playbook, host Heather Osgood sits down with Lauren Passell, Founder and CEO of Tink Media, a podcast growth and discovery company.  Lauren shares how creators can grow their audience and increase discoverability with cross-promotion, interactive audience engagement, and creating the perfect pitch.  You’ll hear: Insights from Lauren’s success in marketing and PR for audio Strategies to make your show more marketable Ideas for interacting with listeners to make them feel like a part of the show How you can use cross-promotion to grow your audience and increase discoverability If you’re curious about what works (and what doesn’t) in successful podcast marketing, this one is a must-hear! 🔗 Resources & Links: Tink Media: https://tinkmedia.co/ Lauren’s newsletter, Podcast The Newsletter: https://podcastthenewsletter.substack.com/

    41 min
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4.8
out of 5
21 Ratings

About

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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