Podcast Advertising Playbook Heather Osgood

“I think we kind of owe it to ourselves as publishers to remember what made podcast ads so effective in the first place - they actually sounded authentic.”
NPR is one of America’s largest media companies - so they must be doing something right!
In today’s episode, Heather Osgood is joined by Brett Robinson, Senior Vice President of Ad Operations at NPR. During their conversation, they discuss: 

Ways the podcast industry has changed over the years. 

How ads are run at a non-profit. 

The importance of building trust between a brand and listeners. 

Why you might be missing out if you’re not using contextual targeting.

Challenges facing programmatic ads. 

What a lead ad is and why you should be running them. 

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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 time for the IAB’s annual Podcast Advertisement Revenue Report! 
IAB stands for the Interactive Advertising Bureau, and each year they put together an event where advertisers and content creators alike come together and talk about opportunities within the podcast space - but we’re most excited for the revenue study. 
This revenue study gives us a great picture of where we’ve been and where we’re going when it comes to podcast advertising. 
In today’s episode, True Native Media CEO Heather Osgood is here to break down the revenue study and discuss what the future holds for podcast advertising. 
Read the full study here. 
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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
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LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“I have certainly had conversations with some of the OGs in the podcast space that are like, ‘Hey, podcasts were created to be ad-free. We were trying to get away from this in terrestrial radio, and that’s why we started podcasting.’
I totally get that, but also, it feels like there are people you can reach on podcasts that you can’t reach with any other marketing messages.” 
Getting ads on your podcast is only half the battle. The real work comes when you create your ad and find a balance between the number of ads and the length of your show. Kimberly Alexandre of Branded Podcast Pros joins Heather Osgood to talk through everything you need to avoid advertiser fatigue. 
Heather and Alexandre discuss: 

The benefits of a small, intimate podcast network. 

The importance of multiple voices in one campaign. 

Reasons you need to keep in contact with the brand during an ad campaign. 

Direct Response vs. Brand Conversions.

Challenges facing podcast discoverability. 

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Subscribe here so you never miss a new episode! 
________________________________________
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 - True Native Media
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“If you’ve never done podcast advertising before, when you run your first campaign, as much as I would love to say that it’s gonna knock it out of the park, it probably isn’t.” 
Your first ad campaign probably won’t be your best - but we all have to start somewhere, right? 
Sarah Marini, Senior Manager of Audio Partnerships at Athletic Greens, joins True Native Media founder Heather Osgood on today’s episode. Sarah shares her wealth of knowledge surrounding successful podcast ads, including why it’s okay if your first ad isn’t a home run. 
Tune in to learn:

Why influencer marketing is podcast advertising. 

How to leverage podcasts of all sizes. 

A strong ad campaign takes time. 

The importance of understanding your core audience. 

How they track campaigns at Athletic Greens to determine if something isn’t working. 

Challenges that the podcast industry is currently facing. 

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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 - True Native Media
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“It’s a privilege to get the attention of advertisers. Just as much as it's a privilege for advertisers to be able to work with certain publishers and podcast hosts.”
Podcast ads aren’t always easy to produce, and we can all tell when the host is phoning it in. This week’s guest is right; finding a show to advertise on and having ads on your show is a privilege - one that should be taken seriously by both parties. 
A.J. Feliciano, Head of The Roost Podcast Network, joins True Native Media CEO Heather Osgood on today’s episode of The Podcast Advertising Playbook. In this episode, they discuss: 

The value of personal endorsements in host read ads. 

Structured campaigns that are great for advertisers and the audience. 

Why you need to trust the host to give a good ad read. 

Are video podcasts actually podcasts? 

Ways to utilize a multiplatform distribution strategy. 

How YouTube will play a role in the future of podcasting. 

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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 - True Native Media
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“What makes podcast advertising unique is the ability to establish intimate relationships that are real, and, you know, aren’t digital.” 
We’ve all heard the joke - if you’re a podcast host, you get a mattress! And who knows more about mattress podcast ads than Ashleigh Colón, Offline Media Manager at Eight Sleep?
We think she’s the expert, which is why she’s joining Heather Osgood on today’s episode of The Podcast Advertising Playbook. While mattress ads are a category of their own, Ashleigh also offers her expertise on:

How audience size plays a role in advertising. 

The importance of testing different ad strategies. 

Why you need to be giving your hosts talking points. 

Understanding your advertising budget. 


Stay tuned to the end of the episode, where Ashleigh and Heather offer their advice for anything starting out in podcast advertising. 
________________________________________
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 - True Native Media
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook