NPR Style Ads
“I think we kind of owe it to ourselves as publishers to remember what made podcast ads so effective in the first place - they actually sounded authentic.”
NPR is one of America’s largest media companies - so they must be doing something right!
In today’s episode, Heather Osgood is joined by Brett Robinson, Senior Vice President of Ad Operations at NPR. During their conversation, they discuss:
- Ways the podcast industry has changed over the years.
- How ads are run at a non-profit.
- The importance of building trust between a brand and listeners.
- Why you might be missing out if you’re not using contextual targeting.
- Challenges facing programmatic ads.
- What a lead ad is and why you should be running them.
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More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
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Brett Robinson
Senior Vice President, Ad Operations - NPR
As the SVP of Ad Operations for National Public Media, Brett Robinson oversees strategy, campaign execution and monetization for all NPR digital properties – including podcasts, NPR.org, smart speakers and apps. Under Brett’s management, NPR's digital sponsorship revenue has increased by over 600% since 2015. Since joining NPM in 2007, Brett has played a key role in developing NPR’s ad tech – particularly in podcasting, where he launched and evolved NPR's audience targeting and performance measurement capabilities. Brett also launched NPR’s programmatic sponsorship offering – display in 2020, and audio in 2021, which has grown into a several million dollar business line.
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