What Global Advertisers Know About Podcasting That the U.S. Is Missing

Podcast advertising is growing around the world, but not every market is evolving in the same way.

In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Adel Saadi, Founder & Managing Director of Next Broadcast Media, to explore how brands and agencies are approaching podcast advertising across international markets.

Together, they discuss the biggest shifts shaping the industry, the balance between host-read and programmatic advertising, the role AI is beginning to play, and the metrics that matter most to today's advertisers. Adel also shares the misconceptions he still hears from marketers, where agencies continue to add value in an increasingly automated landscape, and one prediction about the future of podcast advertising that may surprise even industry insiders.

Whether you're a brand, agency, or creator, this conversation offers a broader perspective on where podcast advertising is headed—and what you can learn from markets beyond the U.S.

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