164 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
    • 4.8 • 18 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.

    Mini Masterclass: Before The Campaign

    Mini Masterclass: Before The Campaign

    Welcome to Episode 1 of our Podcast Advertising Mini Masterclass!
    Over the next four weeks we’ll be releasing four new episodes that act as a masterclass to different aspects of podcast advertising. Today’s episode is all about what to do before you start your campaign. 

    What are your goals? 

    How do you establish your brand?

    How are you going to buy 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 

    • 11 min
    Different Ad Buys Belong In Different Buckets

    Different Ad Buys Belong In Different Buckets

    “But, I think when you talk about programmatic, it really comes down to everything that is not hot read or sponsorship through the show.” 
    In today’s episode, our host, Heather Osgood, is joined by Paul Lajoie, a seasoned professional and the Director of Brand and Agency Partnerships at Triton Digital, a leading SSP (supply-side platform) in the podcasting industry. 
    Tune in to hear the two discuss: 

    CTV and shifting those ad dollars into podcasting 

    What an SSP is and how Triton Digital is a flagship company 

    Scalability within programmatic advertising 

    How an increase in transparency leads to a rise in brand safety 

    Who handles different ad buys with an omnichannel approach 

    ______________________________________
    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  

    • 38 min
    Share Of Voice, Episodic Separation, & Ad Load

    Share Of Voice, Episodic Separation, & Ad Load

    This solo episode features our host, Heather Osgood, and she answers questions about a hot topic in advertising: Share of Voice. 
    According to Sounds Profitable, Share of Voice refers to the percentage of impressions that one advertiser receives measured against the total impressions within a specific ad position or an entire episode. 
    Tune in to hear Heather discuss Share of Voice and how it works in tandem with episodic separation and overall ad load. 
    ______________________________________
    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 

    • 13 min
    Don’t Judge a Podcast By Its Cover

    Don’t Judge a Podcast By Its Cover

    “But the thing that I love about podcasting, even still today, is that the film industry is so gigantic, and there are so many stakeholders and different voices involved in making any kind of decision. Podcasting, when I first got into it, still felt like the silent movie days. Like we were all kind of a bunch of amateurs jumping into this business and figuring it out.” 
    In today’s episode, our host, Heather Osgood, is joined by Ben Mathis, the Chief Content Officer at Airwave. Ben shares his journey to becoming the Head of Content at Airwave, a podcast network of over 100 podcasts and YouTube channels, and his opinions on the current podcasting landscape. 
    Tune in to hear Heather and Ben discuss: 

    Why advertisers need to consider the type of content just as much as the audience demographic 

    Breaking the stereotypes often associated with different genres of podcasts 

    What to consider in terms of brand safety and content alignment 

    The state of content integration with other channels like YouTube and Newsletters

    The dangers of too narrowly defining podcasts 

    ___________________________________________
    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  

    • 35 min
    It’s All Content Driven

    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

    ______________________________________
    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  

    • 43 min
    Exclusivity & Good Ad Reads

    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  

    • 18 min

Customer Reviews

4.8 out of 5
18 Ratings

18 Ratings

DWPaul60 ,

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!

mspassell ,

456657 stars!!!

A great resource for people in the podcast industry.

SFVKid ,

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.

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