Episodes

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Gina Garrubbo, President & CEO of National Public Media, and Bryan Moffett, COO of NPM and SVP of Network Growth at NPR, for an insightful conversation about NPM's approach to podcasting and advertising. The three dive into: NPM’s unique position in the podcasting space, leveraging its 50-year legacy in audio journalism to connect with a younger, more diverse audience. How NPM collaborates with brands to create aut...

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Andrew Giancola, the host of The Personal Finance Podcast and member of True Native Media's roster, for an insightful conversation about podcasting in the personal finance space and how to successfully monetize a podcast. In this episode, the two dive into: The origins of The Personal Finance Podcast and Andrew’s journey to creating a show that resonates with listeners. How Andrew turned his podcast into a business...

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Bob Hunt, Senior Director of Audio at Hearts & Science, to discuss the evolving landscape of podcast advertising and how brands can effectively leverage the medium to engage their audiences. In this episode, the two dive into: An introduction to Hearts & Science and how the agency helps brands create impactful audio strategies. Expert advice for brands just starting to explore podcast advertising and how to make th...

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Lex Friedman, Founder of Lex Friedman Consulting, to explore his journey and insights in the podcasting space. In this episode, the two dive into: Lex's background and how his experience led him to build a consulting business focused on podcasting. Shifting trends in podcast advertising and how advertiser approaches have evolved over the years. The balance between content creation and technological innovation in...

This week on The Podcast Advertising Playbook, we dive into the evolving landscape of brand safety in podcasting and explore how it differs from other media like digital ads and social media with Valerie Reimer, VP Ad Tech & Product Partnerships at Acast. From the growing importance of audience trust to the unique challenges brands face when advertising in kids' content, we cover the key factors shaping brand safety today. Plus, we discuss the legal and ethical considerations brands must navigat...

Today on the podcast, we’re excited to feature a conversation from the Signal Award-winning show Podcast Perspectives, produced by our friends at The Podglomerate (the podcast firm specialized in producing, distributing, and monetizing podcasts for high-profile clients including Netflix, PBS, NPR stations, Harvard Business School, and more). Podcast Perspectives brings on audio leaders and industry executives to walk through the biggest news of the day and to go deep on topics that podcasters ne...

This week on The Podcast Advertising Playbook, our host Heather Osgood sits down with seasoned ad delivery specialist from True Native Media, Hannah Gayhardt, to uncover the secrets behind successful podcast advertising. Whether you're new to the space or looking to fine-tune your strategy, this conversation is packed with valuable insights! Tune in to learn more about: What’s a Delivery Specialist’s Role? Learn about the behind-the-scenes work that ensures podcast ads are delivered seamlessly...

This week on The Podcast Advertising Playbook, we’re joined by Chris Bowlby, SVP of Sales at Soundrise, for an in-depth look at the dynamic landscape of podcast advertising. We explore key topics such as ad load, spot placement, and transparency issues, as well as the impact of Soundrise's partnership with PRX on non-profit podcasting and programmatic ad sales. Plus, we discuss the vital role independent podcasters play in shaping the future of podcast advertising. Tune in for insights on: Nav...

This week on The Podcast Advertising playbook, our host Heather Osgood breaks down how companies with zero podcasting experience can take the first steps to dive in, even on a budget. We’ll discuss simple strategies for leveraging podcast interviews, reaching new audiences, and creating a podcast that connects with customers on a deeper level. Key Takeaways: Interviews as a Low-Cost Entry Point: Start by guesting on established podcasts to build credibility and reach. Targeted Podcast Outreac...

This week on The Podcast Advertising Playbook, our host Heather Osgood sat down with Stew Redwine, VP of Creative Services at Oxford Road and Oskar Serrander, Co-Founder and CEO of Wondercraft, to explore the transformative role of AI in the podcast industry. From revolutionizing podcast ads to navigating ethical challenges, we dive into how AI tools are reshaping the way we create, measure, and distribute content. Whether you're a podcaster, advertiser, or AI enthusiast, this conversation uncov...

"What I thought was fascinating was some of the talk about content and influencers and what we talked about at the beginning, how people buy from people they trust...people trust creators more than brands." This week on The Podcast Advertising Playbook, our host Heather Osgood, sat down with E.B. Moss of Moss Appeal to discuss their journey from representing the same podcast to becoming powerful female entrepreneurs. Tune in to hear more on: Swing dancing (yup, you read that right) Similariti...

“I feel like one of the big [missing pieces] is [tackling] frequency. That is something we’re working on trying to control more with our partners. So a definite need is refined frequency tools, and maybe understanding how much market share we are taking from our competitors” This week on The Podcast Advertising Playbook, our host, Heather Osgood, sat down with the Associate Director of Digital Media at Veritone One, Maggie Beyer, to discuss the state of the podcast market. In this episode, the ...

“We talk about how podcast advertising is sort of the last channel without ridiculous ad fatigue. We're starting to sort of enter into a space where we need to be really careful because we're going to start sort of diminishing that.” This week on The Podcast Advertising Playbook, our host, Heather Osgood, sat down with the Head of Growth at Podscribe, Amelia Coomber, to unpack the most recent Quarterly Podscribe Performance Benchmark Report to really dive deep into it’s development, the data an...

“There’s only one medium that can you with you from experience to experience in every day life." On today's episode of The Podcasting Advertising Playbook, our host, Heather Osgood, sits down with Senior Vice President, Research and Insights at Audacy, Idil Cakim, to unpack: Audacy's 2024 Podcast Playbook Key recommendations for measuring campaign success Important factors for new advertisers to think about See Privacy Policy at https://art19.com/privacy and California Privacy Notice at htt...

"Emotional response comes from sound...no one hums the copy or visual..." Today's episode of The Podcast Advertising Playbook features Scott Simonelli, Founder and CEO of Veritonic. As audio enthusiasts, Heather and Scott unpack: - Where audio came from and the measurement tools that have turned it into a powerhouse today - The growth period audio is still experiencing and what to expect with advertiser adoption - The importance of a strong media mix ______________________________________ ...

"I am forever grateful that they care, I really am. I'm the luckiest man that our audience stays with us and they care at all. I mean that for sure." In today's episode, our host, Heather Osgood speaks to True Native Media's own Jimmy Pardo of Never Not Funny about: The birth of his show and breaking into podcasting The road to podcast monetization The power of the medium And more! _______ More of a visual person? Watch this episode on YouTube. Ready to learn more? Check out our blog for...

That’s one of the challenges with this space is that we do have a level of disorganization that we are working to try and unify, but we also have to remember the value of the podcast industry is the individual contributor. It is beautiful that we can all get together as an industry and have our own role to play within this whole ecosphere. In today’s episode, our host, Heather Osgood, unpacks Podcast Movement 2024 and the value of face-to-face connection within the industry. Tune in to learn mo...

“The beauty of podcasting is that you can actually help people get to conversion faster through a quality ad read” In today’s episode, our host, Heather Osgood, is joined by Audrey Renken, Account Executive at True Native Media, sales expert and podcast conissuer. Tune in to hear the two discuss: What advertisers are looking for in podcasts The things that move the needle for podcaster in approving advertisers Favorite podcasts Predictions for the future of podcasting More of a visual per...

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Welcome to the final episode of our Podcast Advertising Mini Masterclass! Over the past four weeks, we’ve released four new episodes that act as a mini masterclass on different aspects of podcast advertising. If you haven’t listened to the other episodes, make sure you listen to episode one first. Today’s episode is all about tracking your campaign and what to do with those results. How do you know what’s actually working? Which is better, a unique URL or a promo code? Should you use pixel ...

Welcome to Episode 3 of our Podcast Advertising Mini Masterclass! Make sure to catch up on our Mini Masterclass by listening to the last two episodes. Next week, we’ll release our final episode to round out this series. Today’s episode is all about talking points and CTAs. What should your talking points to hosts look like? Why are talking points so important? How can you have a strong call to action? ______________________________________ More of a visual person? Watch this episode on Yo...

Welcome to Episode 2 of our Podcast Advertising Mini Masterclass! Over the next few weeks, we’ll be releasing new episodes that serve as masterclasses on different aspects of podcast advertising. If you haven’t yet, make sure you listen to last week’s episode. Today’s episode is all about targeting. Why is targeting so important? What kind of targeting is available? Who can you target? ______________________________________ More of a visual person? Watch this episode on YouTube. Ready to...

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...

“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 fl...