Podcast Advertising Playbook: Recent Episodes

Heather Osgood

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.

Who better to describe the buyer’s perception of podcast advertising than Tom Webster? Tom is a partner at Sounds Profitable, a collection of media properties that cover both strategic and tactical changes to the business of podcast advertising - and we’re so lucky to have him on the podcast! “Podcasting continues to punch below its weight in advertising and revenue, and how much of that is due to lack of education or awareness?” Tune in to hear Heather and Tom discuss:

Whether or not advertisers find value in host-read ads.

Why buyers aren’t interested in podcast advertising and how we can change that.

How we’ve only scratched the surface of what programmatic ads can do.

The challenges of consumer education and how to turn it around.

________________________________________ 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

Michael Jenson, CEO of Rhapsody Voices, joins Heather Osgood on this week’s episode of The Podcast Advertising Playbook. The two delve into the dynamic landscape of podcast advertising, including the things you need to know to craft a cohesive ad campaign. Tune in to learn:

How to combat certain misconceptions about podcast advertising

What Heather considers to be the “PR problem” in podcasting

One major thing advertisers should stop doing

Ways the rebounding economy is affecting 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 - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“[Podcasting] continues to grow. It’s the fastest-growing medium. In fact, compared to any other medium out there, it is surpassing the growth of influencer [marketing] as well.” It’s easy to compare podcasting to other mediums like TV or radio and say podcasting can’t compare or that it’ll never catch up - but we don’t agree. Podcasting is an incredibly fast-growing medium, and if you’ve ever had questions about its scalability, you’re in the right place. On this week’s episode of The Podcast Advertising Playbook, Heather is joined by Elli Dimitroulakos, the Global Head of Ad Innovation at Acast. Heather and Elli discuss:

How to scale in podcasting.

Is it true that you only need to advertise on the top 100 shows?

Why bigger shows aren’t always better for advertisers.

A new era of programmatic ads.

Will creative be delegated by AI in the future?

Where do you go to buy programmatic ads?

Why you should be buying programmatic ads AND host read 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

“[The audience] has intentionally gone to this podcast. They’re choosing to listen. They’re choosing to engage. They’re choosing to be a part of that community. And the reason they’re doing that is because that host or that creator is presenting content in a way that is like-minded to their values and their views.” Partnering with the right host could create customers who are loyal to your brand for years, but partnering with the wrong one could lead to a lot of wasted time and effort. Jennifer Potter, VP of Business Development at Radio America, is here to make sure you find the right partnership. In this week’s episode, Jennifer and Heather discuss:

Challenges we face when tracking metrics

Best practices for repurposing content from radio to podcasts

Maintaining brand safety while navigating conservative or liberal topics

How to fix one of the most common advertising mistakes

Advice to make sure your first ad campaign is a hit

________________________________________ 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 know, as much as we all love podcasting, and we’re here talking about it, it can be difficult to navigate, and it can be difficult to know exactly where to go.” We love podcasting. We (probably) love podcasting more than the average person, but even we can admit it’s a bit difficult to get your footing when you start with podcast ads. Luckily for you, Matt Cisneros, founder of Backyard Ventures, joins Heather Osgood on today’s episode to go over all the basics. In this episode, Heather and Matt discuss:

Do hosts need a presence on other social media platforms to get ads on their show?

How to target the right audience and find your end buyer

Different ways to empower new brands to make small, right campaign decisions

Tips to avoid ad burnout

________________________________________ 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

“Things like Facebook, CTV, etc. Like basically any other digital sort of channel, the ad tech ecosystem, the tools that advertisers use and that publishers use to get ads out there, is a lot more mature and a lot more bulletproof, and podcasting is… I think it’s safe to say that’s not necessarily the case in podcasts. That’s still very much under construction.” It might not seem like it since it’s all we talk about on The Podcast Advertising Playbook, but podcasting is still pretty new. Podcast advertising is nowhere near as established as radio advertising, TV advertising, or even social media marketing. But things are changing. In today’s episode, Jared Lake, Head of Media Investments at Ocean Media, joins Heather Osgood to discuss:

Why podcast advertising doesn’t always fall into the influencer marketing bucket

Certain challenges involved in buying podcast ad campaigns

What we’re all doing wrong with ad campaigns

Brand objectives and how they translate in a podcast ad

Are certain brands better suited for podcast advertising?

What happens when you include a podcast in your launch strategy?

________________________________________ 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

“We always try to say, no matter how much data we have, no matter how strong of a relationship we have with our hosts, things can still happen.” The threat of controversy is always in the back of an advertiser’s mind. What if the show they’re partnering with offends people? What if old, harmful tweets from the host come to light? There’s no way to know what the future holds, but there are ways you can prioritize your brand’s sustainability. Today’s episode of The Podcast Advertising Playbook is a special one because, for the first time, Heather is joined by two leaders in the industry, Tamara Zubaity and Jennifer Laine. Tamara and Jennifer are experts in brand sustainability, and along with Heather, they discuss:

The impact of Stakeholder Capitalism

The Global Alliance for Responsible Media (GARM) and its place in the podcast industry

Brand Safety vs. Brand Sustainability

How to handle hosts in a controversy

AI vs. Machine Learning

________________________________________ 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

“I think that’s how a lot of really good podcasts are made. When you’ve got that passion, and you have a message that you really want to share and get out into the world - and there’s no trepidation of, like, I have to have everything planned out perfectly.” It’s not every day that we talk about True Native Media on The Podcast Advertising Playbook, but today’s guest is one of the many hosts we work with. Gillian Tietz is the host of the Sober Powered podcast and founder of Sober Powered Media, a network that empowers podcasters to market, grow, and monetize their show. In this week’s episode, Heather and Gillian discuss:

Why the shows on the Sober Powered Media Network perform so well

How you should position your ads to be relevant to your audience

Why a small, niche audience is not a bad thing

Top suggestions for new advertisers in the podcasting space

________________________________________ 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

“So, there is something here. This medium works - it builds trust. It’s more authentic, and it just creates that craved for human connection that people really want. And especially when they’re thinking about brands. I think people really want to trust the brands that they work with. And podcasting does that.” We’ve said it a hundred times - podcasting is unique because of the relationship built between the host and the audience. When a host recommends a brand to their audience, it’s as if they’re a friend recommending a product. But don’t take our word for it; there’s data to back this claim up. Lindsay Tjepkema, CEO & Co-Founder of Casted, joins Heather Osgood on this week’s The Podcast Advertising Playbook episode. Tune in to hear them discuss:

The science behind why podcast advertising is so successful.

What increased privacy measures say for the future of targeted advertising.

Ways a host can resonate with their audience.

How you can learn who exactly is listening to your podcast.

________________________________________ 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

“Australians are used to hearing a US accent deliver a Blue Apron ad. And because of that, when Australians hear a US accent in an ad space on a podcast, they tend to now switch off because they know that product’s not for them.” We talk a lot about podcast advertising here on The Podcast Advertising Playbook, but we rarely talk about it on a global level. Corey Layton, Head of Digital Audio/iHeartPodcast Network Australia at ARN, is here to share his experience leading podcast advertising on the other side of the world. In today’s episode, Heather and Corey discuss:

How the rest of the world views programmatic and dynamically inserted ads.

Global prices for podcast ads.

The shift from baked-in ads to DAI.

Why some advertisers are asking for full integration with podcasts.

Is video taking away from audio?

Get in touch with Corey - coreylayton@arn.com.au ___________________________________________________________________ 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 LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“I’m a sales guy, but if I could sell things and see it affect someone else’s livelihood and go from, you know, doing what was a hobby to doing what they love is part of the love that I have for [the podcasting] space.” If you’ve made it to this episode, you must love the podcasting space as much as we do. And one of the reasons we love it so much is because everyone is so willing to help everyone else. Which is exactly what Thomas Mancusi, CRO at AudioBoom, did on today’s episode with True Native Media founder Heather Osgood. In today’s episode, Heather and Thomas discuss: - “Faked-in” Ads - Sonic Identifiers - What happens when you have too many ads in one episode - Predictions for the industry This isn’t an episode you’ll want to miss! 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

“My biggest encouragement is always keeping an open mind. Keep an open mind and keep very strict reporting. Both are equally important. And, with those paired, I think you can create a very easy roadmap for successful advertising within the podcast industry.” One of the cornerstones of successful advertising is always testing new things, but who hasn’t been stuck in their comfort zone before? If you’re currently feeling a little stuck, you’re in the right spot. In today’s episode, Heather Osgood is joined by True Native Media’s very own account executive, Ame Fuhlbruck. In her almost two years at True Native Media, Ame has become an expert in analyzing successful podcast advertising campaigns. Ame and Heather discuss: Content alignment and how to achieve it. The difference between audience targeting and content targeting. Identifying where your campaign is gaining traction. Understanding the listening patterns of your audience. How brand safety plays a role in content alignment. Why you need to keep an open mind in advertising. To learn more about Ame, visit truenativemedia.com or connect with her on LinkedIn.

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/

Are you doing everything you can to make a successful podcast advertising campaign? “Podcast buying, let’s say this tongue in cheek, but it’s hard. It’s not easy…The goal is that you’re getting those really engaged people who, you know, are listening to the host for that content, and they’re gonna convert.” James Ingrassia, EVP Client Services at Oxford Road. Creating and executing a podcast advertising campaign can get tricky. From identifying your target audience to finding shows that align with your brand messaging, there are a lot of things to consider. This is why I sat down with James Ingrassia to make sure you feel ready to tackle your next podcast advertising campaign. In this episode, we discuss: Lookalike audiences and how they can influence your campaigns. The similarities between old-school radio ads and newer podcast ads. Why you should be implementing a “how’d you hear about us” survey. How podcast hosts as influencers impact ad campaigns. Podcast advertising and why it’s not as easy as you might think To learn more about James, visit Oxfordroad.com or connect with him on LinkedIn. Read the accompanying blog post here. 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/

“What an advertiser’s doing with podcasting, they’re really leaning into or capitalizing on the super intimate relationship the host has built with their audience.” Meredith Krantz Vice President, Digital Partnerships at Westwood One.

Not all brands utilize podcast advertising, but maybe all brands should. The lack of clear standardization across the podcasting space can make podcast advertising look like the wild wild west, but podcasts have uniqueness and authenticity that can’t be ignored.

The podcast advertising space is growing fast, and Meredith Krantz from Westwood One is here to ensure we’re growing with it. We discuss:

Brand Advertising 2.0 Why you need to get out of your marketing comfort zone The impacts of mixing up your creative content What to do when you’re ready to scale your reach Why your brand should be utilizing podcast advertising

To learn more about Meredith, visit WestwoodOne.com or connect with her on LinkedIn. 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/

"Marketers that continue to copy the Salesforce playbook from 2006 for their 50-person SaaS company will continue to struggle. Nobody in a growth phase can win with this strategy anymore." Chris Walker Founder and CEO of Refine Labs.

Buyers are taking an entirely new approach to make a purchasing decision. They are using slack communities, podcasts, social posts, friends' recommendations, and events to find solutions to their problems. Marketers stuck in the old ways will fall off if they don't understand how to use and measure their success with dark social and zero-click content. One of the most significant issues is marketers don't know how to change their mindset or where to start this new strategy. So I invited Chris Walker from Refine Labs to help us out. We discuss:

What dark social means

How it is impacting the buying journey

How podcasting and podcast advertising is involved

How marketers can measure their efforts

What the future holds for marketing

To learn more about Chris, visit refinelabs.com or connect with him on Linkedin.

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

Podcast Movement is my favorite event of the year. I get to see old friends and make new ones. I network with clients and discuss my favorite topic - anything related to podcast advertising. This year felt so good to see everyone in person ready to do business.

Although I don't get to attend many sessions because I am jam-packed with meetings, I have conversations with industry leaders about important topics. These are what I will share with you today.

Dynamic ad insertion was a hot topic this year. The main point was how we could make DAI as effective as baked-in ads. How can the industry standardize and put processes in place to improve DAI?

Us versus Spotify. There are many independent podcasters and podcast companies at Podcast Movement, so this conversation got many people fired up. (I share some personal thoughts on this in the episode.)

The amazing new tech that is developing in the industry.

Brand Safety versus Brand suitability - are two very different things.

Maintaining a collaborative and inclusive culture within podcasting. There has been growth, but how can we do more?

If you attended Podcast Movement 2022, let me know what you learned by tweeting @truenativemedia with your favorite takeaways. P.S - I also have some exciting news to share ( a new company I just launched called The Podcast Broker), so listen to the end to hear more about how you could sell your podcast and make money! Visit https://www.thepodcastbroker.com/ to learn more. ____________________________

Please consider subscribing and leaving a review if you get value from the content. You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - True Native Media LinkedIn - https://www.linkedin.com/in/podcastadvertising/

I don't think we talk enough about brand safety in podcasting. You might ask yourself, "Well, Heather, what is brand safety, and why is it important in podcast advertising?" As Tamara Nelson, Co-Founder of Barometer explains, "Whatever content you advertise on is what your brand becomes associated with, and that can sometimes be a very negative association." Podcasting is relatively unregulated, so it can create challenges for marketers and brands looking to advertise in the space where anyone can create the content they want. Marketers don't have all of the information at their fingertips to track the ins and outs of every podcast episode, so Tamara has created Barometer to help solve this issue. She also talks about GARM (Global Alliance For Responsible Media) and the guidelines they are creating for podcasting to help mitigate issues for advertisers. GARM is a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetization via advertising. I found this conversation to be highly enlightening and really helped me t understand the difference between brand safety and brand suitability and why we should all be talking about the growth of this industry sector.

To learn more, visit Barometer's website. You can also connect with Tamara on LinkedIn. 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

Over the last five years, audio has risen to challenge video in a way I never thought would happen. While everyone says, "Attention spans are getting shorter; make bite-size content," I have seen the long-form podcasting style thrive. But many brands are not paying attention to building a robust audio strategy because they are stuck on attracting GenZ on TikTok.

So how do you create a brand audio strategy? It's a great question that not many people know the answer to. So I invited Korri Kolesa, CRO at Veritonic, to share her expert knowledge on what a brand audio strategy is (hint: it's not just podcasting) and how a brand can start to build it.

"Are you playing in terrestrial space? Do you have a sonic logo? How are you building your audio footprint to make your brand unforgettable?" These are all questions that Korri recommends you strategize over.

We also discuss measuring your audio ads for quality, effectiveness, and competitive advantage using Veritonic's exclusive audio scoring. "It allows us in the market to understand the benchmark of audio. What is that human response to sound, and how do you quantify that?"

This was a fascinating interview, and I encourage you to learn more about the benefits of creating a brand audio strategy from this episode.

To learn more about Veritonic, visit their website. You can also connect with them on LinkedIn.

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/

I feel like I have been in podcast advertising forever (6 years). But then I talked to Todd Cochrane, a friend, and fellow podcast enthusiast, who has been selling ads on his show and many others for 17 years, and I realized there is always so much to learn.

"Smaller shows have much higher engagement than bigger shows. The audiences are much more loyal. They're much more willing to try a product or service because they support the podcast."

He shares his secret sauce for keeping his advertisers and audience happy while maintaining his podcast income.

I find Todd's relationships with advertisers fascinating, especially his partnership with GoDaddy since 2005. He talks us through that relationship and how it evolved over the years. He shares how he has managed to keep them and what he does for other podcast advertisers to build stronger, long-lasting relationships. He also discusses how he uses his website and blogs as a traffic source to bring new monthly listeners to the podcast.

We also cover the topic of diversity and how Todd has seen and helped the podcasting industry move towards being more inclusive. "Underrepresented groups are now using podcasting to get their voice out, whereas they could never do that via mainstream media because whatever reason that was geopolitical wise."

To connect with Todd, email him at todd@blubrry.com or DM him on Twitter.

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

Recently, some very strange product companies have reached out to try podcast ads. It got me thinking about the legal side of podcast advertising and if there was one. We don't deal with it, so I invited Gordon Firemark to the podcast to share his expertise on the subject.

"I sometimes talk about the podcast prenup. People (brands) working on the show with us should know what they get, what they own, and what they're not entitled to. It's protecting our intellectual product."

Gordon and I discuss important topics like:

What happens when a brand uses a host's ad as an endorsement on their website, social media, and more without their consent?

What should be included in an advertising agreement to safeguard the brand and podcast?

Why brands should be aware of brand safety and host compliance before forming a relationship.

Can the government regulate what a host can advertise on their podcast?

Plus so much more.

To learn more about what Gordon does and how he can help with podcast legal issues, visit his website: https://firemark.com/. You can also visit https://www.gordonfiremark.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/

Have you ever wondered how advertisers know if their brand initiatives are working correctly? I am a huge proponent of data and Jeff Vidler, Founder of Signal Hill Insights is helping podcasts and advertisers measure their efforts with brand lift studies, surveys, and more. “One thing we do have with podcasting is we have digital data that gives us census level data as a baseline that we can use and work from that and really give advertisers a chance to see how the mediums working.” Jeff is able to work closely with other companies, such as Triton Digital, to blend survey and census data together to get a clearer picture of who is listening. “You've got apps, like Spotify, that will give you demographics, but that's filtered through who uses those apps. It's not necessarily a reflection of their entire audience. There are household graphs that you can get, but IP addresses are not personal. So we think that surveys are an important step toward getting demographics into podcasts measurement. To connect with Jeff, reach out to him at jeff@signalhillinsights.com or visit their website: https://signalhillinsights.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/

With limited inventory and only the top 1% of podcasts getting the advertising dollars, what happens to the rest of the smaller shows? How do they get a piece of the advertising pie? Dave Hanley, Chief Revenue Officer for Advertisecast joins me on the podcast to talk about how they are working to open opportunities for independent podcasts with fewer download numbers to get in front of advertisers. With their recent acquisition of PodGo, shows as small as 200 downloads per episode can have a shot at advertiser deals. This is also a boon for first-time advertisers testing podcasting. It allows them to spread their dollars across a larger sum of shows to test out genres, demographics, topics, offers, and creative. Fine-tuning their campaigns to graduate to larger, pricier shows. Dave and I also discuss why continual education about podcast advertising is critical to its success and how we are both working towards better guiding brands to find deeper results. You can connect with Dave via email: dave@advertisecast.com or visit the website: https://www.advertisecast.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/

I love this report from the IAB. I am always very excited for the IAB Upfront event when they share their findings each year. Most of the time, there are statistics that I am already aware of, but then there are some outliers that either bring me joy, or shock. This year, I am happy to report that I am overjoyed with the results.

I would like to share my favorite stats from the study with you and tell you why I think they are important to focus on.

If you are interested in podcast advertising and you are just getting started, please download our guide here: https://info.truenativemedia.com/marketers-guide-to-podcast-advertising If you are interested in podcast advertising, please reach out to us at True Native Media or connect with Heather on LinkedIn. 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/

I am fascinated by internal company podcasts and how corporate companies are taking advantage of audio to distribute communications to their employees. I have been following Graham Brown, Founder, and CEO of Pikkal, a corporate podcast agency in Singapore, for quite some time, so I invited him to talk to me about the work he does and find out how companies benefit from branded podcasts.

"There's a big group of corporate people who have a significant need. It's not a content problem; it's a communications issue. So how do they speak authentically and communicate like humans? When you put it in the corporate context, a lot of that can be lost and obscured by the parameters of how companies traditionally communicate, through white papers or press releases or through the lens of coms, which tends to edit everything."

Graham and I discuss options for advertising and why corporate podcasts are a global phenomenon. We also talk about some of the challenges Graham sees the industry facing and how we should look differently at the data we currently get from podcasts. (Which was so interesting).

To learn more about Pikkal, visit the website: https://www.pikkal.com/ You can connect with Graham on his website: https://grahamdbrown.com/ If you are interested in podcast advertising, please reach out to us at True Native Media or connect with Heather on LinkedIn. 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

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!

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/

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/ ________

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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/

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

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/

I have always admired Ray Harkins's career in podcasting. He started out at Midroll, the posterchild company for podcasting. Then he moved to Stitcher and is now the West Coast Lead Podcast Strategist for iHeartRadio. I really wanted to dive deep into the growth and evolution of podcast advertising with Ray because he has been pivoting in the industry for so many years, staying in tune with dynamic and programmatic developments. We talk about the major changes he has seen over the years, as well as what development is coming. We collectively gush over our love of host-read ads and why the future of podcast advertising is dynamic. Ray also shares some honest advice to brands and podcasters about succeeding in ad sales and why authenticity matters. Connect with Ray on Linkedin or listen to his podcast 100 Words Or Less: The Podcast. Contact Heather on LinkedIn if you want to advertise with True Native Media's podcasts.

We talk a lot about what podcast advertising is like from a brand's or podcaster's perspective, but what about the agencies that support these brands? How do they manage to bridge the partnership between podcasters, networks, rep firms, and brands? In this episode with Glenn Rubenstein, Founder of Adopter Media, we discuss how the industry is evolving and how Glen and his agency are pivoting to adjust to the changes. We also talk about managing advertisers' and publishers' expectations to find success for all. With over 100 million dollars in ads placed since he started, Glenn shares his expert knowledge about what makes a successful campaign and what we should be watching out for as the industry grows. To connect with Glenn, visit Adopter Media, or connect with Glenn on LinkedIn.

"We talk about brevity, clarity, and potency, making every word count so that every ad will count. Never use two words when one will do." Stew's extensive experience in performance marketing allows him to craft high-converting podcast ads. In this episode, we discuss why it is critical to have clarity in an ad and how advertisers can support hosts in driving the brand message. He also talks to me about what hosts can do to be more involved in the creative process and ultimately get more sales from their ads. He encourages hosts to ask questions like, "How are you [advertiser] attributing success to this? Is this the best offer you have available anywhere?" Here are some of the critical components that Stew covers in this episode

Grab attention

Hold attention

Build Trust

Clarity

Be specific and back up your claims

Create scarcity

Stew uses his in-depth knowledge to help educate others and improve the overall quality of podcast advertising. He recently wrote an article for Sounds Profitable, essentially giving away all his secrets. I absolutely love talking with Stew and laughing a lot! To learn more about Oxford Road, visit their website, or reach out to Stew Redwine. Contact Heather if you want to advertise with True Native Media's podcasts.

It is rare to find a podcaster who has been productively selling ads for several years in podcasting. So when we asked Samantha to join us on the podcast to talk about how she has been so profitable, she was happy to share her advice for advertisers and podcasters looking to build long-term relationships. "I think that advertising isn't the right choice for all podcasts out there. It depends on the type of podcast that you have, the kind of message that you're bringing to the world, and what kind of monetization strategies that you're planning to partake in." To connect with Samantha, visit Pineapple Podcasting or reach out to True Native Media for advertising opportunities.

With the rapid rise of Clubhouse, Twitter Spaces, Facebook Live Audio Rooms, and Spotify Greenroom, podcasting suddenly got a bit scared about its audiences' loyalty. So we called in social audio and podcasting specialist Steve Olsher to join us on the podcast and chat about creating a successful partnership between podcasting, social studio, and monetization. We cover reasons for the lack of community in podcasting, how Steve is trying to combat that, why he is worried about the podcast demographic, and how people consume podcasts. To learn more, visit Podcast Magazine or connect with Steve via email at steve@podcastmagazine.com.

Can you believe it's almost the end of 2021? What a year! I always like to review what's ahead for us in the podcasting industry, so I invited Sam Sethi, a 30-year podcast veteran, to tell us what he thinks. Sam is the Operational Director at Viral Tribe, the Managing Director at River Radio, and the host and producer of Podland News. A terrific podcast that he does with James Cridland from Podnews. I am so glad I reached out and asked him to chat with me because he shared some fantastic insights into what we should look forward to next year and the future. We touch on what Apple and Spotify have been doing right and wrong this last year, what impressive development is happening with independent developers in the space, and why Sam doesn't bet on YouTube podcasting lasting. And so much more, so make sure you listen through to the end. You can connect with Sam on Linkedin or listen to Podland on your podcast player. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

I have always been apprehensive about brands entering the podcast space to create corporate shows without strong guidance from experts. They usually end up as a 30-minute infomercial for their products or services. I am fascinated by the listeners who actively choose to follow brands, and I wanted to learn more about the intricate workings of branded podcasts. So I invited Fatima Zaidi, Founder, and CEO of Quill Podcasting, to share her expertise. "Podcasting is a very new space. And so, just getting to the finish line is such an education process for bigger brands who are so used to putting out content on blogs, maybe YouTube channels, social media, but people still don't necessarily really understand the power of podcasting." Fatima is moving the needle in terms of elevating branded podcasts. Her team has helped many brands to identify their niche within their competitive matrix. "I never recommend creating a podcast purely for sales purposes. Typically, it can have a significant impact on sales and lead generation. Still, the goal of creating a podcast is to tell your brand's story and position yourself as a thought leader and subject matter expert. And first and foremost, the priority should be to educate, inform, and entertain your audience." Fatima talks about what it takes to build a branded podcast. What occurs behind the scenes, and why early adopters will see great success in the future. To learn more, visit Quill or connect with Fatima on Linkedin. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

"We're not looking to load on a bunch of shows every month. We're looking for high-quality shows that can be long-term, long-lasting partners. We're making sure it's a good fit. I love partnerships and relationships. So, when I'm getting on a call with a host, I want to make sure they are interested in Organifi. Maybe they haven't heard of us, but they're asking questions. They want to try the product. They are interested in endorsing the product themselves on the read. The relationship is either yay or nay for me when I see how engaged they are. If a host doesn't want to get on a call necessarily, that is a little worrisome." Hannah talks to me about her strategy for finding quality shows, how she sets up her campaigns, and why embedded ads have worked for them, and dynamic ads have not. She also works through why podcast advertising has been so effective for them and why Orgainfi continues to iterate and improve its current strategy. To learn more, visit Organifi or connect with Hannah on Linkedin. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

What happened to all the podcasting acquisitions last year? Why is the industry hating on programmatic ads? Is YouTube muscling its way into podcasting?

I welcome Bryan Barletta from Sounds Profitable back on the show to share the inside scoop on what's happening with podcasting. Bryan is a very well-connected industry expert that recently joined the IAB to help move the industry forward and innovate in the space. Whenever I need to know what's going on behind the scenes, Bryan is my go-to resource. He also shares his valuable knowledge through his newsletter, Sounds Profitable. I highly recommend you subscribe!

So, grab a drink, and let's get started :) _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

Pete Birsinger, CEO and Founder of Podscribe, has been testing and creating new technologies in podcasting for the last five years. I am fascinated by the growth and expansion in podcast technology, so I invited Pete to join me on the show to talk about what he is seeing happen in the industry.

We cover some of the pros and cons of podcast tech and why it may not be easy to create new software. We also talk about how YouTube may impact the podcast industry as they move to hire executives focused on podcast growth.

Pete shares his thoughts on how podcasters can leverage NFT's to monetize their shows in creative ways.

You can visit Podscribe to learn more about Pete or connect with him on LinkedIn. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

One of the most challenging parts of podcasting and podcast advertising is knowing your audience better. Who are they, what are their preferences, and what are their buying habits? Understanding listener preferences is key to creating better content and ads for listeners. So, I invited Daryl Battaglia, SVP, Market Development & Strategy at Triton Digital, to share his expert knowledge and experience on the subject of audience measurement.

Daryl talks about the different ways we can use measurement data to grow audiences and refine marketer's campaign targeting to get more outstanding results. He also talks about the limitations and what he sees evolving from the podcast industry in the next few years.

Learn about Triton Digital; visit their website. You can connect with Daryl on Linkedin.

We have had a rush of new advertisers enter the space this month, and many of them had questions that I thought would be useful to you. Here is what the episode will cover:

What's the difference between downloads and listens, and what are we tracking?

What is the difference between downloads and impressions?

What's the difference between dynamic ad insertion and embedded?

Are ads priced on downloads or listens?

Are there average CPMs for embedded and dynamic ads?

What's the difference between Podsights and Chartable?

_____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

Today I am talking about how the pricing of podcast ads works for both podcasters and advertisers. I did a live stream recently and was inspired by all the questions I received about podcast ad prices. There is a lot of confusion, so I thought it would be best for me to sit down and demystify it for you. this episode will cover:

CPM pricing model in podcasts and who this benefits.

The range of prices and why they are so vast.

Why some smaller podcasts can charge more than others with larger download numbers.

Why the pricing of podcast ads is different depending on the ad type and placement.

How smaller shows can leverage bundling to create a win-0win situation for themselves and the advertisers.

If you want to watch the live stream video, you can click here.

_____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

Podcast Movement took place two weeks ago, and it was wonderful to go to the event and to be able to see everyone face to face (or mask to mask). And I wanted to give you a little recap of some of the things that I learned and encountered while at the event. I'll also cover my initial thoughts on Mark Cuban's keynote session (I wasn't very impressed).

Podcast Movement is a yearly event that takes place around the USA. And it's a terrific event because it's a great cross-section of the industry. So you have a ton of podcasters, industry folks, agencies, and you also have all of the vendors. So it's a great collection of movers and shakers in the industry. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

There is a continual debate in podcast advertising about how long an ad should be to be effective. Paul Riismandel, Senior Director of Marketing and Insights for SXM Media, shares his findings with me after they do control testing on ad length and campaign goals. The results may surprise you! We also talk about why goals are critical in determining how a campaign is run and the different results you will see. Paul shares his experience with campaigns that did not go well and what he did to convert them into successes.

To learn more about SXM Media, visit their website. You can connect with Paul on Linkedin. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

Adam McNeil, Online Marketing and PR Manager, joins me on the podcast to discuss how Füm is taking podcast advertising by storm and making it a huge priority in their marketing strategy. Adam shares how he integrates podcast advertising into the brand's marketing mix and how he took learnings from influencer marketing and implemented them into podcast partnerships at scale. He also talks us through their strategy for discovering shows to partner with, what critical factors determine who they work with and why bigger shows are not always better. Adam tells a few well-kept secrets about how he finds high-trust audiences in genres he wants to focus on and what their tracking and measuring system looks like. To learn more about Füm, visit the website. To contact Adam, connect with him on Instagram or listen to his podcast Brewview. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube

With the podcast advertising landscape changing so rapidly in the last 6 months, I want to take a moment and talk about the trends I am seeing and my predictions for the next 6 months.

I will cover: 1. The rise of programmatic ads and how this will positively affect host-read ads. 2. What dynamic insertion is lacking. 3. The lastest thing advertisers require for their ad campaigns.

I would love your take on these, so message me on Linkedin. As of this month, we are moving to bi-monthly episodes.

"In our world of attribution, it has really shifted from being a nice to have to a need to have. We see agencies and brands who will not buy podcast advertising if they cannot get attribution." Sarah Cotenoff, Co-Founder and Head of Partnership at Podsights, joins me today to discuss how podcast attribution is changing and impacting the way advertisers are buying podcast ads.

We talk about how Podsights is reacting to the new needs of brands, and why data has become so important in podcast advertising.

Martha Gallant, Growth Marketing Manager, joined us to talk about how Helix Sleep, a mattress company, took its podcast advertising strategy to the next level and ended up seeing amazing results. She shares some insightful best practices that they implement with each campaign and tells us about how they specifically approach their buys to build strong, lasting partnerships. In addition, Martha knows selecting podcasts to partner with is both art and data combined and walks us through her selection process.

Bart Roselli, SVP Growth for Veritone One, shares some powerful information about how brands can utilize the benefits of dynamic ad insertion to drive campaign goals.

He also talks about some of the challenges of dynamic ad insertion and how Veritone One overcomes those issues. Finally, Bart also discusses the major differences between embedded ads and dynamic ads and why host read ads will never disappear.

More and more companies are joining the podcast ad space, which is very exciting. But the more companies investing in ads, the tricker it becomes to decide the best course of action to take. In this episode, I break down the 5 different ways you can buy podcast ads based on the type of ad you are looking for (programmatic or host read.) _____ ➜ WE DROP NEW EPISODES EVERY WEEK, SO SUBSCRIBE! Want to work with us? Get in touch. Connect with us: Twitter | Linkedin | Facebook | Youtube For more information, visit: truenativemedia.com heatherosgood.com

If you don't know how much money or budget to set aside for your podcast ad campaign, you need to listen to this episode. I will go over the different options and recommendations to follow when creating a podcast ad campaign. I will also share key factors that influence the pricing range in podcast ads.

Advertisers are constantly looking to level up their podcast advertising campaigns. So today, I will share my top 8 tips for building effective podcast ad campaigns that you can include in yours to improve your results and drive more sales.

Want to work with us? Contact info@truenativemedia.com.

When companies like Slack, Charles Schwab, Adobe, and Facebook come to you to create branded podcasts, you know you are doing it right. Steve Pratt at Pacific Content has created some of the most memorable branded podcasts, and he joined me to talk about why he has been so successful.

He shares his expert knowledge of making branded podcasts that people want to listen to and why the most important focus is not your company but your audience.

Sam Katz, from Marketsmith Inc, joins me on the podcast to talk about his experience with reaching the ever-growing on-demand generation that is opting out of advertising.

We talk about how brands and marketers can gain insights from the changing landscape of consumer behaviors by immersing themselves in their habits.

We also discuss how podcast advertising can play a crucial role in connecting brands with the unreachable audience that has disengaged from other types of channels.

In this episode, I play three different ads and break down exactly what makes each one a quality ad-read and how their approach drives sales. Here are a few points I discuss in the episode:

The importance of why a host must try the product/service first.
What makes an authentic and organic ad read.
The best way for the host to combine talking points and personal experience for a powerful impact.
How the content of the podcast affects the type of ad read a host will provide.

A podcast host provides a direct link to their audience that goes well beyond a 3-second scroll-by that you get with Instagram influencers. Shreya Sharma from Inside Podcasting talks about how marketers are not educating themselves about their audience who are deeply passionate about audio. She also discusses how we need to bust the myth that podcasting data doesn't exist, and more marketers need to understand the value of host-read ads.

Review Episode: This brand came to me to help them with their campaign formula because it wasn't working. I break down the podcast sponsorship campaign they had run, share what they did well and what they should change to turn their next podcast sponsorship campaign into a total rockstar success.

Pros & cons of the selected podcasts. The number of podcasts. Which target audience would have worked better. Delivery & frequency of the ad placements. Why the ad reads had the biggest impact.

Every year The Infinite Dial Study comes out and it covers really important podcast listener statistics for advertisers and podcast industry professionals to use to help influence and increase performance.

Today, I break down the most important stats to consider. Want to work with us? Contact truenativemedia.com

Chris Cunningham, a Managing Partner at C2 Ventures, an early-stage venture fund out of New York, joined me on the podcast to talk about the nature of investing in the podcasting industry.

He shares some great insights into what investors look for when backing a podcast company, what he sees happening with all the acquisitions in the space, and what lies ahead for the industry as it matures.

To learn more about C2 Ventures, visit https://www.c2ventures.co/.

In this episode, I will talk to you about how podcast hosting providers stack up, why it's important for you as an advertiser to understand them, and how their differences affect your ad campaign. Want to work with us? truenativemedia.com

My goal for this podcast has always been to create an educational resource for anyone interested in podcast advertising. So, in today's episode, I thought I would answer some of these pressing questions. - Targeting specific regions & times of the day. - Downloads versus impressions. - Why are dynamic ads priced by the month? - How can you align ads with content? - Does the length of the podcast play a part in better ad performance? - How can an advertiser avoid being in an ad stack? and more

While host-read ads are extremely effective in podcasting, they may not be the best fit for your marketing mix. So, I invited Stephanie Donovan, SVP of Publisher Sales at Triton Digital, to join me to talk about podcast programmatic ad buying.

In this episode, she shares her expert knowledge on what advertisers and podcasters (publishers) can expect from programmatic ads, the differences between host read and programmatic ads, and how to incorporate them into your marketing strategy.

In today's episode, I break down all the best practice tips I have for marketers looking to succeed with podcast ads.

I cover the following: Different ways to buy ads and their pros and cons. How to identify shows to advertise with. The best ways to measure results for direct response campaigns. Why testing is critical to success.

Please subscribe and reach out to me with any other questions you have at True Native Media if you enjoy the content.

One of the biggest issues for advertisers interested in podcast advertising is no centralized platform to find quality shows. Podchaser, also know as the "IMDb for podcasting," has changed the game.

Bradley Davis, Founder, and CEO of Podchaser, saw a huge gap in the market and created a comprehensive podcast database that advertisers can use to find podcasts within their niche.

In this episode, he shares what crowdsourced is data is available and how to search the platform.

Visit podchaser.com

I have the pleasure of speaking to one of the strong female voices in podcast advertising, Caila Litman, from Condé Nast. She shares her view of how podcasting and podcast advertising has a huge impact on the future of audio and how massive umbrella brands are utilizing podcast advertising to promote their smaller, indie brands.

To connect with Caila, you can email caila_litman@condenast.com.

Visit truenativemedia.com for more information on podcast advertising.

Tom Webster is the SVP of Edison Research and has been podcasting’s lead analyst for 15 years. He is the principal author of The Podcast Consumer Edison’s annual look at podcast listeners' demographics and habits. Tom joins the podcast today to talk about changes in the podcast ad space and what holds many marketers and media buyers back from taking on the marketing channel. Plus, why he is an advocate for all types of podcast ads.

Podcasts have become the new stage for brands, coaches, and influencers to reach a new audience. If it's part of your growth strategy to be on more shows or to find more guests to interview, you need to listen to this episode of The Podcast Advertising Playbook.

Alex Sanfilippo from PodMatch joins me to talk about his best practices and how his company helps you find quality guests and shows.

This was a live stream that has been made into a podcast episode (of course 😉 )

What Fresh Hell: Laughing In The Face Of Motherhood took their income and tripled it in one year by switching their show to dynamic ad insertion.

By doing so, they were able to access their back catalog of evergreen content and monetize it.

Amy Wilson joins me on the podcast to talk about her experience and what it takes to set up a podcast for dynamic insertion.

If you love our content, please subscribe!

Daniel Conn's unique company, ThoughtLeaders, takes the intelligence from YouTube and newsletters to help advertisers sell on podcasts. In today's episode, Daniel tells us how leveraging data from other content creators (predominantly long-form) has helped shape how advertisers are buying ads in podcasting.

If you don't know, I host a live stream, Wednesdays at 10am PST/1pm ET. I get all these amazing industry people to come on and share their thoughts about podcasting, podcast advertising, and life.

Evo Terra has been podcasting for 16 years. He has seen it all when it comes to the podcast industry, and I enjoyed having him live to talk about his experience.

I put together the highlights from our chat. I hope you enjoy it!

What is the difference between social media ads and podcast advertising? I get this question a lot. There is one huge differentiating factor, and I discuss it in today's episode.

Don't forget to subscribe for weekly insights into podcast advertising.

You can reach me to start an ad campaign at info@truenativemedia.com

The number one mistake new podcast advertisers make is they only go with the genres that match their brand or product.

This drastically limits options and doesn't leverage the full potential of their ads. In this episode, I discuss how diversifying your podcast genres can help to drive more conversions.

Don't forget to subscribe for weekly insights and tips about podcast advertising.

https://www.podcastadvertisingplaybook.com/ https://truenativemedia.com

With the explosive growth in the podcast ad industry, many marketers ask the question: How does podcast advertising work? From Incremental Media, Eric Smith joins us on the show today to talk about how to leverage podcast ads, why they are unique, and some of the challenges advertisers face when they are new to the marketing channel.

Podcast Listeners are the perfect customer for audiobooks, and the best way to reach them is through podcast ads. Do you have an audiobook you are ready to sell? I joined Thomas Umstattd on his podcast, The Novel Marketing Podcast, to discuss how authors can use podcast ads to sell books. I loved the value this interview provided so much that I asked Thomas if I could share it on my podcast to benefit my listeners. So check out my recommendations, and enjoy our fantastic conversation.

It's important for advertisers to know what options are available when purchasing podcast ads. With the addition of streaming ads now available, I thought it was a good time to break down the four different options.

Embedded Ads Dynamically Inserted Ads Programmatic Ads Streaming Ads.

I go into details about which one works best for different specific campaign needs.

Cameron Hendrix, Co-Founder of Magellan AI, joins me to talk about how his company has become a powerhouse in the podcast industry and their strategies behind collecting data. Magellan AI captures all ads. Host-read or pre-recorded, baked-in, or dynamically inserted. Using machine learning to process hundreds of thousands of podcast episodes, Magellan AI has created the world's largest database of podcast advertising data – covering activity by 19,000 brands across over 30,000 podcasts.

As consumers become less accessible and more focused on on-demand content, marketers see a shift in their paid media results.

But, with 79% of podcast listeners saying they don't mind ads, marketers are flocking to try out new campaigns to diversify their ad spend.

I discuss the power of endorsement, no ad clutter, innovation, and production cost in today's episode. Podcast ads are becoming increasingly attractive to marketers, and you should get on board before it's too late.

The true conversion rate of podcast advertising has always been an issue because there has been limited data available until now. Podsights is the new standard in attribution technology that brands and agencies use to measure and scale their podcast advertising.

Brigid Judge, Director Of Partnerships, and Havilland Voss, the Data Analyst, from Podsights, dig deeper into what data podcasts have to offer and how Podsights is leveraging this knowledge for their clients.

Rob Greenlee, VP of Content and Partnerships, Libsyn, joined me as my first live stream guest to talk about what is happening in the podcast industry. We cover a variety of topics like the Podcast Academy, what the future holds for podcast advertising, and why we love ad tech innovation but are also concerned about what it will do to the trust relationship between the host and the listeners. You can watch the live stream here: https://youtu.be/8Ox9pHXtuTw

There are now over one million podcasts available, but not all are interested in sponsors. So today, I break down the 4 best ways to find podcasts to advertise on. I cover connecting with podcasts individually, podcast networks, podcast representation agencies, and podcast advertising agencies. To learn more about our company, True Native Media, visit truenativemedia.com.

"It's a great channel for brands to start in who are moving towards more demand-based marketing. People like investing in it because the production costs are low, but it's still an offline channel, and you still have to have the pipes on the backend ready for it." Krystina Rubino I enjoyed talking about my favorite subject with Krystina, a veteran digital marketer who pioneered podcast advertising at Right Side Up. We covered all the nuances and peculiarities of podcast advertising.

There is a flurry of activity in podcast advertising right now, so I curated a list of seven of the biggest trends I see happening and how they will affect you. In this episode, I discuss trends like privacy issues, the domination of podcast player apps, and the real price of free podcast services/products. This episode wouldn't be complete without covering the push in ad tech occurring right now and how much of it is actually valuable to podcasters and advertisers. Don't forget to subscribe! New episodes are released every Thursday. You can also check me out on: truenativemedia.com Twitter | Linkedin | Facebook | Youtube

There is so much going on in the ad tech space right now that will affect podcasting, so I invited Bryan Barletta from Sounds Profitable to share his insider knowledge.

We talk about the importance of brand safety and how dynamic ad insertion helps protect both podcasts and advertisers. Bryan tells me how effective geo-targeting is and what data we should be focused on. We also cover Apples privacy updates and how that will affect podcasts moving forward. Learn more about Bryan Barletta.

Johnny, a self-proclaimed data nerd and passionate podcaster, has found the secret formula for creating a very targeted podcast audience. In this episode, he shares his tricks and tips for podcasters and advertisers to dig deeper into their listeners' persona than ever before. He tells us how to leverage different tools to gain more insights and why messaging is the key to conversion. Learn more about Johnny's company LaunchPod Media.

Podcast advertising is a slow medium. It can frustrate some advertisers who want instant results. Today, I am going to break down why speed doesn’t matter, and how the intention behind the way listeners engage with podcasts, is far more important to a campaign.

Most of the ads running on podcasts right now are direct response ads. In this episode, I talk about the difference between direct response and brand awareness; why one might not work for you; and how to figure that out without wasting time and money.

It’s hard work finding independent podcasts (that are active and interested in advertising) yourself. Here are my five recommendations for finding quality podcasts to advertise on.

How is censorship, distribution criteria, and pirated podcast affecting the podcast industry? I talk about the latest issues plaguing podcasts at the moment.

Most Advertisers focus solely on audience downloads, and they miss out on these five other equally important metrics that I share in today’s episode. Don’t make the same mistake, it could cost you your ad campaign.

No one ever accidentally starts listening to a podcast. People are very intentional about choosing to engage with a podcast. In today’s episode, I share my reasons why this is very beneficial to brands who are jumping on the podcast advertising bandwagon and for those who should.

Host read ads are still the number one ad type in podcasting. In this episode, I am going to teach you how to use these 5 simple, but effective, tips to create high converting ads for your podcast advertising campaign.

The three most common website complaints for podcasters are: I’m not tech savvy, I don’t have the time, and it’s too expensive to pay an expert. These are all valid. But, without a website, you are hindering the growth and discoverability of your podcast. So, I was very excited to talk with Brenden Mulligan about Podpage. His latest venture where he solves all these pain points for podcasters with a click of a button.

If you are thinking about dipping into the podcast advertising space for the first time, listen to this episode first. I walk you through the best and most successful way to start a test campaign that yields high results.

I take a deep dive into the 2019 IAB Revenue Study, which shows how podcast advertising continues to experience hyper-growth, despite massive dips in other areas. Host read ads remain the preferred ad type by listeners, but there were some surprising results about who is advertising. Tune in to find out more.

There is some terrible advice out there on the internet about how to do podcast advertising correctly and I am going to debunk six of the worst I have seen.

Experimenting is always encouraged in podcast advertising. But, there are seven rules to live by when you create an ad campaign. Listen to this episode to learn about these rules and how to successfully implement them.

There is research that has come out to determine which ad placement (preroll, midroll, or postroll) is more effective for a podcast ad campaign, and the results will surprise you. In this episode I breakdown each ad placement and why performance varies based on the different criteria.

Hosting providers are an excellent place to discover the basics of who is listening to a podcast, but not enough for advertisers to make an informed decision. I share several ways to find out more about your podcast audience that will help in any ad campaign.

There are several types of podcasts that I discuss in this episode of The Podcast Advertising Playbook. I cover the difference between Indie podcasters, Solopreneurs, corporate podcasts, branded, and networks. I share my thoughts on who is open to advertising and why some do better than others.

Pre-recorded ads have a place in the podcast ad space, but it's repeatedly proven that host read ads are far more effective. Today, I share the value of the host read ad and why you should not give them up. I cover the different types of host read ads and why each one is important based on the goal of the ad campaign.

Advertisers want quality results from their podcast advertising campaigns. In today's episode, I talk about the best way to track ad results. I discuss the reality of tracking in the podcast space, the types of monitoring used, and options for available attribution tracking.

It's not so easy to be a podcast guest anymore. Hosts are becoming far more particular with whom they invite on their show because they are building a robust and engaged audience. In this episode of The Podcast Advertising Playbook, I share how to transform from an amateur to professional and think about what you can bring to the hosts' audience. I also share tips and tools from my guesting toolbox to set youtube for success.

In this episode of The Podcast Advertising Playbook, Heather shares what the best approach to podcast pricing is, how to get the most from dynamic ad insertion or embedded ads; and why you may pay more for a niche demographic.

Podcast Advertising has its own set of rules that can feel overwhelming, even to a seasoned advertiser. Pair that with independent podcasters, who don't have tons of experience with ad reads, the whole undertaking can become messy! In this episode, I break down how to create a robust ad campaign into quick and actionable steps. It will give you the confidence to move ahead with your new campaign, knowing you have all the tools to deliver superior results.Podcast Advertising has its own set of rules that can feel overwhelming, even to a seasoned advertiser. Pair that with independent podcasters, who don't have tons of experience with ad reads, the whole undertaking can become messy! In this episode, I break down how to create a robust ad campaign into quick and actionable steps. It will give you the confidence to move ahead with your new campaign, knowing you have all the tools to deliver superior results.

In this episode, Host Heather Osgood breaks down the difference between host-read dynamic insertions ads and embedded ads. She discusses how the industry is evolving and why dynamic insertion is on the rise.

Advertisers are looking to diversify their ad spend in today's competitive market. Julie Zischke, Head of Offline Acquisition at Grove Collaborative, shares how she focuses on bridging the gap between traditional influencer marketing and podcast advertising. While podcast ads may not be typical influencer ads, Grove Collaborative has been able to spill the success over into podcasts and continue their growth. She believes there are so many shared learnings to be had between the two influencer marketing strategies. Julie also lets us in on her campaign strategies and how she overcomes creative testing challenges.

Learning from the best in the business is one of the most effective ways to succeed. Immerse yourself in today's episode with Dave Newmark, CEO, and CO-Founder of Podsearch, as he shares his superior knowledge on podcast sponsorship.

Small business owners who want to advertise with podcasts, need to be creative with their budget. Yev Pusin, Director of Marketing for Backblaze, is the driving force behind the companies' exciting podcast advertising journey. He provides insight on the best tactics to use when trying to deliver the necessary results for growth.

A challenging topic for small businesses is deciding on the best platforms to use to advertise their brand. We are joined today by Sira Ruedeeniyomvuth, Partnership and Influencer Marketing Manager for Blinkist. In this episode, he explains how they came about podcast advertising and what processes they used to stretch their limited budget to yield amazing results.

It’s not often you come across a veteran in the podcast advertising industry. It’s interesting that Smile, a software company, has yielded the benefits of this amazing medium for over a decade. Join us as Greg Scown, Founder of Smile reveals his tactics and best practices for a successful sponsorship.

Podcast Advertising can be a challenging arena to enter without prior knowledge or experience. In today's episode, we are joined by Rebekah Bek, Marketing Manager for Ahrefs, a software company. She shares her journey of sponsoring podcasts, highlighting her most challenging moments and showing us how converting her challenges into wins has had an incredible impact on their marketing success.

Welcome we are glad you are listening to Business Success with Podcast Advertising. We are very excited to share insider tips and tricks on how to get started with podcast advertising and how to leverage those tools to drive your companies ROI and brand awareness. Each week we invite leading companies to divulge how they use this unique medium to enhance their business and what they have learned from their different campaigns. Ready? Let’s go!