88 episodes

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.

Podcast Advertising Playbook Heather Osgood

    • Business
    • 4.9 • 9 Ratings

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.

    Brand Suitability In Podcasting with Ad Results Media

    Brand Suitability In Podcasting with Ad Results Media

    I loved chatting with Lindsay Smith from Ad Results about working with their clients on brand suitability, otherwise known as brand safety. "We like to focus on the term suitability because, as an agency, we don't want to deem what shows are safe or unsafe. Instead, we want to match brands with suitable shows for their core values."

    Lindsay shares her process for monitoring ad-reads and working with podcasts and clients to create high-quality ads that convert. We also talk about how brands have different suitability floors and how it's essential to recognize and cater to those differences to find success.

    We also address the rise of dynamic insertion and how that affects brand safety or suitability.

    To learn more about Ad Results, visit the website: https://www.adresultsmedia.com/
    Connect with Lindsay on LinkedIn: https://www.linkedin.com/in/lindsay-smith-678410165/
    Connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/
    If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com
    If you enjoy the content, please consider subscribing!

    • 23 min
    How RedCircle Connects Brands and Podcasters

    How RedCircle Connects Brands and Podcasters

    It is very hard for brands and indie podcasters to connect. Most of it is done manually with a direct relationship, network, or representation agency, like True Native Media. Mike Kadin saw an opportunity to help indie podcasters and brands to connect faster with RedCircle.

    "We started talking to these podcast creators and asking them, what are the challenges you face? And even more than making money, or making more money, was the need to grow their audience. They want more people to be able to hear what they are trying to say. And at the time we released some podcast hosting software, we had also built an underlying dynamic insertion engine that enabled dynamic audio and advertising opportunities."

    I chatted with Mike about what marketers want from the podcast industry in order to be successful and how the new technology and services like RedCircle can help bring more ad dollars to the space. "I spent a lot of time talking to marketers when I worked at Uber. I built software for marketers and they want to have that perfect 360-degree view of the customer. But I think there's no companies in the world that actually have a view like that."

    To learn more about RedCircle, visit the website: https://redcircle.com/
    Connect with Mike on LinkedIn: https://www.linkedin.com/in/michael-kadin-a341571b/

    If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com
    Or connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/

    • 35 min
    We Want Transparency In Podcast Advertising

    We Want Transparency In Podcast Advertising

    The podcast industry struggles with transparency when it comes to pricing, results, and measurements. There are several reasons why this is the case. So I invited Marty Michael, CEO, and Co-Founder of Gumball (a podcast advertising marketplace), to the show to chat about how his software is trying to break the transparency barrier in podcast advertising.

    We discuss why brands won't share their results and pricing rates and why this makes it challenging for standardization across the podcast industry. We also talk about why it is so challenging to place ads and how innovation is happening to reduce the friction of ad buying in podcasting.

    To learn more about Gumball, visit the website: https://gumball.fm/
    Connect with Marty on LinkedIn: https://www.linkedin.com/in/martymichael/

    If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com
    Or connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/
    ________

    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

    • 42 min
    How Brands Scale Their Podcast Influence with Todd Gallet

    How Brands Scale Their Podcast Influence with Todd Gallet

    I had one of the most open and honest conversations with Todd Gallet, Head of Partnerships at Podcorn, about how brands (if they are strategic about it) can book tons of inventory on smaller shows and get better results than trying to run on one or two huge well-known shows.
    "Not every brand is an excellent fit for the biggest shows. So if you're a new brand getting into the space and you're going to go after Joe Rogan, it could be a huge miss, quite frankly. You're going to get the audience, but it's not necessarily going to convert. You can move downstream to smaller shows for more inventory, and it also allows you to test more cost-effectively and then scale."
    Todd and I discuss how he is helping smaller podcasts and brands find an easy way to connect and partner together, and how advertisers with larger budgets can scale with smaller shows.
    Todd comes from an influencer ad sales background then successfully transitioned into podcast ad sales. "Influencer marketing and podcast advertising are almost an exact parallel. We were a marketplace for YouTubers, and all of that was about finding the host who had the right personality, the proper connection with your brand, and who could authentically deliver an endorsement. To me, podcasting is the exact same thing."
    We also cover why setting expectations upfront is critical to campaign success, and also why no ROI is not necessarily a loss.
    To learn more about Podcorn, you can visit the website - https://podcorn.com/
    Reach out to Todd at todd@podcorn.com.
    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 - https://www.linkedin.com/in/podcastadvertising/

    • 39 min
    Podcast Advertising Needs To Be Easier To Buy and Scale

    Podcast Advertising Needs To Be Easier To Buy and Scale

    As traditional influencer marketing platforms (Facebook, Instagram, etc.) get increasingly over-saturated with influencer-type content, it's effortless for consumers to swipe right past ads. And so, companies have started to look for new avenues to reach their customers. And that's where podcasting comes in.
    But many digital marketers are used to a centralized platform to buy ads with a few clicks. Podcast advertising is lacking in this area, creating a barricade for more digital marketers to transfer a part of their influencer budget into podcasting.
    Anna Ratala, Co-Founder and CEO of Zvook.co joins me on the podcast to discuss how she is trying to remove the ad-buying barrier and bring more ad spend into podcasting.
    We discuss how the goal is to add podcast advertising into a marketing mix to support and complement what marketers are already doing. We also talk about the struggle of how to attribute conversions to podcast ads, and what you can do to measure its success.
    If you want to learn more about Zvook.co, visit the website - https://zvook.co/
    You can connect with Anna on LinkedIn.
    Contact Heather on LinkedIn if you want to advertise with True Native Media's podcasts.
    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

    • 34 min
    Why Programmatic Podcast Ads Are Good For Podcasting

    Why Programmatic Podcast Ads Are Good For Podcasting

    I can go on and on all day about how important and influential host-read endorsement ads are, but the reality is we need programmatic ads in podcasting for various reasons.
    Today, I want to share the research I have done because I think that programmatic ads have a place in podcasting and will help the industry continue to grow.
    I will cover topics like:

    Targeting

    Technology development

    New advertisers

    Ease of purchase

    Automation


    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 - https://www.linkedin.com/in/podcastadvertising/

    • 18 min

Customer Reviews

4.9 out of 5
9 Ratings

9 Ratings

caststax ,

Great!

As a full time podcaster, I enjoy listening to the different thoughts and ideas revolving around advertising. It really helps gives you a full picture view of how things work on the advertising side, which is very helpful as a podcaster.

Alex J Sanfilippo ,

This is what podcasting should be!

Podcast shows should be specific on one topic to drive in on… Heather gets that! (Also she has one of the most beautiful voices in podcasting!)

Great value driven content. Thank you! 👍🏻👍🏻

UncommonZac ,

A great resource for podcast pros

Heather really knows her stuff and delivers insightful and actionable info that podcasters and advertisers can use to see their podcast ROI grow.

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