“I do worry about that. We don’t want podcasting to turn into other mediums where it’s just cluttered and kind of white noise. The ads work because we’re respectful of the listener.” Podcasts are constantly changing and evolving — the podcasts we have today are incredibly different from the podcasts…
“If you talk to a lot of younger folks, they say, ‘Yeah, I’ve been watching that podcast.’ They don’t say listening. If you notice, ‘Oh yeah, I watched that the other day.” They don’t say listened.” The increasing overlap between audio and video is a constant conversation we have on…
This final episode of our live at SXSW series isn’t one you’ll want to miss. First, Heather is joined by Mattia Verzella from Spreaker, where the two discuss: - Concerns with programmatic ads - Why programmatic ads allow you to scale - The importance of transparency - Advancements in technology…
“Because obviously, a 30, 60, or 90-second ad could be effective, but [branded podcasts] are more longer-term strategy of building a community around that like specific program.” In the third installment of our Live at SXSW series, Heather is joined by Camille Laurente from Hueman Group Media and Michael Kropko…
Welcome to our second live interview from SXSW! In today’s episode, Heather is joined by A.J. Feliciano from The Roost and Cameron Hendrix from Magellan AI. First, tune in to hear Heather and A.J. discuss: Why viewership is as important as listenership The importance of making your ads fun Choosing…
We’re doing things a bit differently in the upcoming weeks. Our host, Heather Osgood, spent last week at SXSW with some of the best industry professionals in the podcasting space. Our next few episodes will feature conversations filmed at SXSW. This episode features Rob Peterson, the Director of Marketing at…
“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 best campaign possible.” On this week’s episode of The Podcast Advertising Playbook, Heather…
“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 how to target your audience. How there are various demographics…
“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 how to target your audience. How there are various demographics…
"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, you know the shows. We trust you.” Content is changing…
“[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 Officer at Tanasi. David’s advertising strategy is a bit different than most…
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 tells them where to start, which is why I created…
“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 programmatic ads! Tune in to learn more about: - How The Trade…
“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 your ability to really stand out and not be there…
“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 very thankful for that.” 2023 has been full of many…
“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, it can seem like we’re losing more and more of…
“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 request is so important.” We’ve said it before, and we’ll say it again…
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 she sets the record straight on what PR actually is!…
“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 as easy for an advertiser as possible to activate with…
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 predictions and see who got it right. These predictions span all types…
“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 today’s episode of The Podcast Advertising Playbook, Heather asks the…
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 produce better results for an advertiser on a cost-per-listener basis. In this week’s episode of…
“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 to really think about the ad load.” It’s every creator’s…
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…