Episodes

March 13, 2024

YouTube & The Future of Podcasting

“I think if you marry the right buying tactics to hit the client’s objectives, [podcast advertising] could really work for everyone. I think it’s just a matter of being very considerate and looking at putting together the bes...

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Feb. 28, 2024

Targeting A Broad Audience

“I think as people’s attention spans are getting smaller and smaller, you have to get more and more, and more and more, hits in their brain.” We spend a lot of time here at The Podcast Advertising Playbook talking about …

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Feb. 21, 2024

Fostering Successful Partnerships

“We like to say we choose people over programming. We have really great vendors, like True Native, and partners that we’ve worked with over the years, and there are new ones coming into the space, but you know your inventory,...

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Feb. 14, 2024

You Should Be Gifting Your Hosts Samples

“[Podcast ads are] a way to get them to the site, which then allows us to initiate all other communication.” In today’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by David Dahle, the Chief Operating...

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Jan. 31, 2024

An Introduction to Buying Podcast Ads

Podcasts have been around for 20 years, and in those 20 years, podcast ad buying has been evolving and evolving. It can be so daunting for new buyers in the space to start their first campaign because oftentimes, no one …

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Jan. 24, 2024

The Ins and Outs of Programmatic Advertising

“What’s interesting about programmatic is that it has a life cycle.” Our first guest of the year is Tomas Rodriguez, Senior Director of Audio Partnerships at The Trade Desk - and he answers ALL of our questions regarding prog...

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Jan. 17, 2024

How To Succeed With Podcast Advertising

“The other thing to consider is that you have a lot of competitors in your space - that are advertising on podcasts. And you’re all going to the same podcasts to advertise. Then really, what you’re doing is cutting into …

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Dec. 27, 2023

A 2023 Podcasting Recap

“Certainly, we started the year very hopeful, but there was a lot of uncertainty about where the economy was headed. I will say that it has not been as rocky a year as it certainly could have been. So I’m …

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Dec. 20, 2023

Podcast Ads Need A Human Touch

“When you’re getting a host read ad - there are a variety of different hosts. Not everyone is a professional radio announcer and podcaster, which is what makes it beautiful but also makes it hard.” In the world of AI, …

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Dec. 13, 2023

It’s Time To Be Transparent

“It’s amazing how many layman people out there who aren’t in the marketing and advertising world don’t realize that there’s actually a connection between, “of, if I go buy this product, it helps the host’... That authentic re...

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Nov. 29, 2023

Let’s Talk About Frequency Capping

“My recommendation to buyers is to take any predictions from a frequency-capped campaign with a grain of salt.” Frequency capping is the ability to define the maximum number of times an ad can be delivered to a listener withi...

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Nov. 22, 2023

Podcasts & PR 101

PR isn’t about hosting parties and drinking cosmos in the Hamptons - even if that’s what Samantha Jones and Sex and the City led us to believe. This week, Heather is joined by Molly DeMellier, PR Lead at Acast, and …

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Nov. 15, 2023

How To Build A Better Campaign

“But it’s interesting just to see how social media is important, but it doesn’t always convert. Just because I’ve got a million followers doesn’t mean I’m going to get a million listeners, right?” On today’s episode of The Po...

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Nov. 8, 2023

Sports Podcasting On A National Level

“Think of our NFL network, it’s 38 podcasts. To source 38 podcasts, you don’t want eight different publishers and 38 different onboarding calls and invoices - it can be a nightmare. So for us, we like to just make it …

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Oct. 25, 2023

2023 Predictions Revisited

If you’re an avid listener of The Podcast Advertising Playbook, you know that at the end of each episode, Heather asks her guests what their predictions for the podcast industry are. And in today’s episode, we revisit these p...

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Oct. 18, 2023

The Increase of Dynamic Creative Optimization

“Speaking as myself, as a consumer, if I’m hearing the ad multiple times, but it’s not the same every time, that goes a long way in enhancing the overall experience.” In today’s episode of The Podcast Advertising Playbook, ou...

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Oct. 11, 2023

YouTube And Its Impact On Podcasting

“So this definition that we’ve had for many years, that a podcast is only media distributed via an RSS feed, is being broken apart now and being expanded. And a lot of folks in the industry don’t like that.” In …

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Sept. 27, 2023

Does (Audience) Size Actually Matter?

The biggest myth in podcast advertising is that bigger audiences produce bigger results. That’s just not true. Yes, a bigger audience can produce bigger results, but smaller podcasts often have more engaged audiences and can ...

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Sept. 20, 2023

Mastering Long-Term Advertiser Relationships

“Some of the ad loads on some podcasts now are like six and a half minutes, and bam, you’re into another ad. And it drives me insane. I unsubscribe from those shows. I think as a content creator, you have …

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Sept. 13, 2023

A Deep Dive Into Buyer Perception

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 ...

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Sept. 6, 2023

Let’s Talk About Podcast Movement

A few times a year, professionals from the industry get to see each other in person for an event fully dedicated to podcasting. Our team just got back from Podcast Movement, and True Native Media CEO Heather Osgood can’t wait...

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Aug. 23, 2023

Crafting A Cohesive Advertising Campaign

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 t...

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Aug. 16, 2023

Podcast Ads & Scalability

“[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 mediu...

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Aug. 9, 2023

The Right Partnerships Increase Brand Loyalty

“[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 c...

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