In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with the team at Magellan AI to unpack the insights behind Beyond the Buy: Smarter Podcast Advertising for 2026, a new guide exploring how data, attribution, and market intelligence are reshaping the future of podcast advertising.

Together, they dive into why podcast audiences and streaming audiences behave differently, what incremental reach really means within audio, and why podcasting continues to command consumer attention despite remaining dramatically underfunded in media budgets.

The conversation also explores the limitations of legacy planning approaches, including genre-based buying and overreliance on promo codes, while examining how signal-informed planning is helping advertisers make smarter, more strategic decisions.

Heather and the Magellan team discuss:

• Why podcasting delivers unique reach even within audio campaigns

• What advertisers miss when they rely solely on genre targeting

• How market intelligence can uncover hidden revenue and reactivation opportunities

• The evolving role of pixel-based attribution in podcast measurement

• How advertisers are using competitive spend data to inform strategy

Whether you’re a brand, agency, publisher, or podcast creator, this episode offers a deeper look at the data shaping the next era of podcast advertising. If you're interested in exploring the guide, you can find it here: https://info.truenativemedia.com/guide-beyond-the-buy?hs_preview=xyvSwHAl-212093555242

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Jed Baker, former CEO of Starglow Media and now Head of Audio at SuperAwesome.

Jed shares the story behind building Starglow into a leading kids and family podcast network, and what ultimately made its acquisition by SuperAwesome the right strategic move. The conversation dives into the unique challenges and opportunities of operating in a highly regulated category, and why the kids and family space may be one of the most overlooked opportunities in podcast advertising today.

• Why advertisers have historically shied away from kids and family podcasting
• The realities of building an ad-supported network in a regulated environment
• How to position podcast advertising to brands used to digital and social channels
• What performance metrics actually resonate in this category
• Where the biggest opportunities lie for podcast advertising in the next 3–5 years

If you’ve ever wondered how podcast advertising works in more complex categories or where untapped opportunity might exist, this episode offers a thoughtful look at what’s possible.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Sam Brake Guia, Co-Founder of Podwritten and host of Mics to Millions. Sam works at the center of podcast guesting, booking, and creator strategy, bringing a unique view into how brands and personalities can use interviews to increase visibility and connect with targeted audiences.

Together, Heather and Sam explore:

• Why certain industries, especially health and wellness, lean toward podcasts
• What makes for successful guest pitching, including timing and seasonality
• How brands can use guesting to build authority and increase brand awareness
• 
  

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

“Australians are used to hearing a US accent deliver a Blue Apron ad. And because of that, when Australians hear a US accent in an ad space on a podcast, they tend to now switch off because they know that product’s not for them.” 

We talk a lot about podcast advertising here on The Podcast Advertising Playbook, but we rarely talk about it on a global level. Corey Layton, Head of Digital Audio/iHeartPodcast Network Australia at ARN, is here to share his experience leading podcast advertising on the other side of the world. 

In today’s episode, Heather and Corey discuss: 

• How the rest of the world views programmatic and dynamically inserted ads. 
• Global prices for podcast ads.
• The shift from baked-in ads to DAI. 
• Why some advertisers are asking for full integration with podcasts. 
• Is video taking away from audio? 

Get in touch with Corey - coreylayton@arn.com.au

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“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. 

If you get value from the content, please consider subscribing and leaving a review!

You can also follow us on social

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It’s time for the IAB’s annual Podcast Advertisement Revenue Report! 

IAB stands for the Interactive Advertising Bureau, and each year they put together an event where advertisers and content creators alike come together and talk about opportunities within the podcast space - but we’re most excited for the revenue study. 

This revenue study gives us a great picture of where we’ve been and where we’re going when it comes to podcast advertising. 

In today’s episode, True Native Media CEO Heather Osgood is here to break down the revenue study and discuss what the future holds for podcast advertising. 

Read the full study here. 

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Ready to learn more? Check out our blog for more podcast advertising tips. 

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“I have certainly had conversations with some of the OGs in the podcast space that are like, ‘Hey, podcasts were created to be ad-free. We were trying to get away from this in terrestrial radio, and that’s why we started podcasting.’

I totally get that, but also, it feels like there are people you can reach on podcasts that you can’t reach with any other marketing messages.” 

Getting ads on your podcast is only half the battle. The real work comes when you create your ad and find a balance between the number of ads and the length of your show. Kimberly Alexandre of Branded Podcast Pros joins Heather Osgood to talk through everything you need to avoid advertiser fatigue. 

Heather and Alexandre discuss: 

• The benefits of a small, intimate podcast network. 
• The importance of multiple voices in one campaign. 
• Reasons you need to keep in contact with the brand during an ad campaign. 
• Direct Response vs. Brand Conversions.
• Challenges facing podcast discoverability. 

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“If you’ve never done podcast advertising before, when you run your first campaign, as much as I would love to say that it’s gonna knock it out of the park, it probably isn’t.” 

Your first ad campaign probably won’t be your best - but we all have to start somewhere, right? 

Sarah Marini, Senior Manager of Audio Partnerships at Athletic Greens, joins True Native Media founder Heather Osgood on today’s episode. Sarah shares her wealth of knowledge surrounding successful podcast ads, including why it’s okay if your first ad isn’t a home run. 

Tune in to learn:

• Why influencer marketing is podcast advertising. 
• How to leverage podcasts of all sizes. 
• A strong ad campaign takes time. 
• The importance of understanding your core audience. 
• How they track campaigns at Athletic Greens to determine if something isn’t working. 
• Challenges that the podcast industry is currently facing. 

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More of a visual person? Watch this episode on YouTube. 

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“It’s a privilege to get the attention of advertisers. Just as much as it's a privilege for advertisers to be able to work with certain publishers and podcast hosts.”

Podcast ads aren’t always easy to produce, and we can all tell when the host is phoning it in. This week’s guest is right; finding a show to advertise on and having ads on your show is a privilege - one that should be taken seriously by both parties. 

A.J. Feliciano, Head of The Roost Podcast Network, joins True Native Media CEO Heather Osgood on today’s episode of The Podcast Advertising Playbook. In this episode, they discuss: 

• The value of personal endorsements in host read ads. 
• Structured campaigns that are great for advertisers and the audience. 
• Why you need to trust the host to give a good ad read. 
• Are video podcasts actually podcasts? 
• Ways to utilize a multiplatform distribution strategy. 
• How YouTube will play a role in the future of podcasting. 

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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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“What makes podcast advertising unique is the ability to establish intimate relationships that are real, and, you know, aren’t digital.” 

We’ve all heard the joke - if you’re a podcast host, you get a mattress! And who knows more about mattress podcast ads than Ashleigh Colón, Offline Media Manager at Eight Sleep?

We think she’s the expert, which is why she’s joining Heather Osgood on today’s episode of The Podcast Advertising Playbook. While mattress ads are a category of their own, Ashleigh also offers her expertise on:

• How audience size plays a role in advertising. 
• The importance of testing different ad strategies. 
• Why you need to be giving your hosts talking points. 
• Understanding your advertising budget. 



Stay tuned to the end of the episode, where Ashleigh and Heather offer their advice for anything starting out in podcast advertising. 

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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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You can also follow us on social

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“So I want to close out and leave you with this thought: How are we elevating the voice of the podcast host?”

It’s easy to feel isolated when you’re in podcasting. A lot of the time, you’re working alone behind a computer screen, but the podcast community is amazing - which is why we LOVE podcast events. 

Our True Native Media sales team joined our CEO and VP at Podcast Movement Evolutions in Las Vegas, Nevada. Today, Heather gives her recap of everything you need to know about the future of podcasting. 

This includes:

• How the economy is affecting podcasting 
• The 411 on programmatic advertising 
• Whether or not you need podcast reviews 
• Why everyone’s talking about ChatGPT and AI services 
• What’s new with dynamic ad insertion

If you missed Podcast Movement but don’t want to miss out on changes in the industry, you’re in the right place. 

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More of a visual person? Watch this episode on YouTube. 

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You can also follow us on social

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“The great thing about Pixel Solutions, to your point, is that you’re not asking the client to complete an extra step, to remember a URL, or to remember a promo code. You’re allowing them just to access the website however is easiest for them, and then we can tie that to the actual show that drove them there.” 

If you’ve spent any amount of time in the podcasting industry, you’ve heard about pixel tracking. But what does that mean? What are pixels? 

That’s exactly what Caleb Mansfield explains on today’s episode of The Podcast Advertising Playbook. Caleb is the Director of Partner Success at Artsai, and today, he’s our pixel-tracking expert. 

If you’ve ever asked yourself… 

What are pixels? 

What is pixel tracking? 

How is this different from attribution tracking? 

What role do cookies play in pixel tracking?

How do I place a pixel? 

Then you’re in the right place! 

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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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“Yes, there’s a warning that podcast listeners want to get away from ads, and they’re starting to recognize ads on podcasts… [but] people still trust podcast advertisements more than they do radio or TV ads.” 

Podcast ads are special because the listeners trust to host like they trust their best friend. But is it possible to have too much of a good thing? 

That’s exactly what Gabriel Soto, Director of Research at Edison Research, aims to answer on today’s episode of The Podcast Advertising Playbook. 

In this episode, Heather and Gabriel discuss: 

• How to decode your podcast data. 
• The importance of listener surveys. 
• Specific questions to ask in your next survey. 
• Listener ad fatigue. 
• Podcasts & accessibility 

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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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You can also follow us on social

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See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This week, host Heather Osgood sits down with Steve Rock, a leader in the influencer and creator marketing space, for a conversation that bridges two worlds advertisers often treat as separate: podcasting and influencer marketing. With deep experience across both industries, Steve brings a grounded, strategic perspective on how brands can think more holistically about creator-led media.

In this episode, Heather and Steve explore why podcast advertising is still misunderstood, how brands can unlock more value from host-read creative, and what it really looks like to pair brand-building and direct response within a single campaign. Steve also shares his thoughts on the future of creator marketing, and how intelligent automation is reshaping the way teams plan, measure, and optimize spend.

They discuss:

• Why podcasts aren’t categorized as influencer marketing—even though many of the same dynamics apply

• How brands can guide creative without stifling authenticity

• The role of creativity and strategy in generating true brand advocacy

• When direct response vs. brand marketing makes the most sense

• How today’s tools and emerging IA capabilities could streamline campaign planning and measurement

Whether you’re evaluating where podcasts fit within your 2026 media mix or looking to better integrate creator strategies across channels, this episode offers clear, practical insight into how to make your campaigns more effective. Steve’s experience helps demystify the overlap between podcasting and influencer marketing, giving advertisers the clarity they need to plan smarter and grow faster.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

“We cannot continue to sign contracts that say the ad is going to live in the episode forever. 

That’s right. You heard it - forever.”

Today, Heather Osgood is back with a solo episode to discuss the changes she’s been seeing in the podcast industry. 

This includes:

• Faked in ads and why we need to start calling them what they are. 
• Ways to make dynamically inserted ads more successful. 
• Why we should move towards a pure CPM pricing model. 

The podcast industry is changing… are you able to keep up? 

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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. 

If you get value from the content, please consider subscribing and leaving a review!

You can also follow us on social

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“The other thing is, if you’re utilizing host read ads and the host is game, please let them do their thing. The host knows how to speak to their audience, and they know what resonates.”

We are so excited to introduce our new Senior Director of Revenue and Sales Strategy, Brittany Bernado! Brittany joined the True Native Media team a few months ago, and she’s ready to share her wealth of knowledge with us here at The Podcast Advertising Playbook. 

Brittany and Heather discuss:

• A successful three-prong strategy for advertising 
• Why advertisers need to let the host do their thing
• Podcast ads should be made for podcasts specifically 
• Don’t be too specific with your audience targeting - many audiences listen to many different podcasts 
• Things that made an ad effective 
• Current challenges the industry is facing

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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. 

If you get value from the content, please consider subscribing and leaving a review!

You can also follow us on social

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“The thing that I heard [at Podfest] that was kind of interesting was a speaker that used the phrase, ‘‘spend time with your audience.’ 

Podcasting can be this kind of one-way street where you’re talking at the audience, and in many ways, the audience kind of talks back to you, but you don’t necessarily respond… If you invest your time in them, other people will see that, and you’ll build more of a community there.” 

Our very own VP, Nick Gryniewicz, is back again with Heather Osgood on today’s episode of The Podcast Advertising Playbook. Nick just recently attended Podfest 2023, and he’s excited to share everything he learned with our listeners. 

Heather and Nick discuss:

• The two paths to audience growth: promo swaps & advertising.  
• The importance of spending time with your audience. 
• How integrated campaigns are the newest craze for advertisers. 
• Tips for understanding who your audience is. 
• How ChatGPT can help the podcast industry. 
• Upcoming in-person podcast events. 

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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. 

If you get value from the content, please consider subscribing and leaving a review!

You can also follow us on social

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“No one is really special… You have the same problems as everyone else, and if you can connect with some sort of empathy to the problem that’s being solved by this [product], I think you will find an audience in the sponsorship.” 

We’ve all heard a podcast host start an ad read by saying, “I SWEAR I’d never promote a product I didn’t love and use every day.” 

As consumers, this transparency is part of the reason we love podcasts, but is the host being too selective? Could they ethically promote a product they don’t use but think could be beneficial to their audience? 

That’s just one of the questions Heather Osgood and her guest, Lindsay Graham, Airship CEO, tackle on the newest episode of The Podcast Advertising Playbook. 

Heather and Lindsay also discuss:

• Host read ads vs. producer read ads.
• A guide to constructing a good ad. 
• How advertisers can set their hosts up for success. 
• What makes up a bad ad. 

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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. 

If you get value from the content, please consider subscribing and leaving a review!

You can also follow us on social

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We’ve all heard the horror stories of smart homes listening to your conversations when they shouldn’t be or mentioning you need a product and immediately getting a targeted ad for it. As our society gets more reliant on technology, privacy is a hot topic. Which begs the question, is there a privacy issue in podcasting? 

Audiohook founder Jordan Bentley joins Heather Osgood on the newest episode of The Podcast Advertising Playbook. Tune in now to find out if Heather and Jordan have concerns about privacy in the podcasting industry. In addition to privacy, they discuss:

• Why you need to be specific when talking about programmatic ads. 
• DSPs (Demand Side Platforms) & audio.
• How to handle frequency capping when your hosting provider doesn’t have that capability. 
• How probabilistic targeting works & how it preserves privacy. 

“Again, audio is different, and it takes some time and effort to do it right.” 

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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. 

If you get value from the content, please consider subscribing and leaving a review!

You can also follow us on social

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“When we don’t have that level of diversity in our industry, it doesn’t bode well because you’re very quickly going to be irrelevant. As those younger people and those new minds come into things, if it doesn’t engage them, they just won’t deal with it. 

There won’t be like some kind of fight by the next generation to save podcasting. They just won’t engage with it.”

Tangia Al-awaji Estrada is the co-founder of BIPOC Podcast Creators, and today she sat down with Heather Osgood to talk about diversity and podcasting. 

(BIPOC = Black, Indigenous, and People of Color)

Heather and Tangia talk about: 

• What is BIPOC Podcast Creators?
• The current demographics of podcast creators.
• Gen Z & their demand for diversity and inclusion. 
• Discoverability issues for minority podcasters. 



Gen Z is entering adulthood, and they value diversity. If you’re not willing to adapt, your show might be left behind. 

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To learn more about BIPOC Podcast Creators, visit their website:

https://www.bipocpodcastcreators.com/

Connect with Tangia Al-awaji Estrada:

hi@bipocpodcastcreators.com

https://www.instagram.com/tangiarenee/

https://www.linkedin.com/in/tangiarenee/

________________________________________

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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You can also follow us on social

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“One of the things that you and I had been talking about is this idea of creating a successful relationship from beginning to end… We want the content creator to be rewarded. We want the ad seller to be rewarded, and we want the advertiser to be rewarded. It has to be a win across the board.”

In today’s episode of The Podcast Advertising Playbook, Heather is joined by Jay Green. Jay is the SVP, Podcast Strategy & Operations at Cadence13 and has great experience in the advertising space.

Heather and Jay discuss:

-   What to look out for when tracking your ad campaign.  

-   Audio vs. video, do you need both?

-   The difference between host-read ads and announcer-read ads.

-   How to successfully test your advertising campaign.

-   The role of programmatic ads.

-   2023 Predictions

Ready to learn more? Check out our blog for more podcast advertising tips. 

If you get value from the content, please consider subscribing and leaving a review!

You can also follow us on social media

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“So, the way that I always love to think about it is for the independent podcaster, True Native Media really acts as a pseudo sales arm.”

In over 100 episodes of The Podcast Advertising Playbook, Heather Osgood hasn’t spent a lot of time talking about what we do at True Native Media - but that’s about to change. Heather is joined by our brand new Vice President, Nick Gryniewicz, to tell you everything you need to know about how True Native Media can take your podcast from a hobby to a full-time job. 

In this episode, you’ll learn:

• What True Native Media does for podcasters + advertisers. 
• The importance of making connections between shows and advertisers. 
• What goes into a successful advertising campaign? 
• How the economy is impacting the podcast industry. 
• What’s next for True Native Media?
• & exactly why your company should work with us at True Native Media. 
• 
  

This is the perfect episode to round out 2022 and not an episode you’ll want to miss!

Ready to learn more? Check out our blog for more podcast advertising tips. 

If you get value from the content, please consider subscribing and leaving a review!

You can also follow us on social

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“I have to remind people… Let’s just say audio or digital. Audio, in general - it’s a perishable media.” 

Once the opportunity to monetize on audio is gone, it’s GONE. 

That can sound pretty scary if you’re new to podcast advertising, but the CRO of SoundStack, Rockie Thomas, believes programmatic ads can capitalize on optimization in real time. In our newest episode of The Podcast Advertising Playbook, Heather Osgood and Rockie Thomas discuss: 

• Programmatic ads & the different ways to work with them
• The power of personal endorsements 
• Dynamically inserting ads vs. embedding ads
• Certain safeguards you’ll find with programmatic ads 
• Ad choices Rockie advises against
• Ways to educate people in the podcasting space
• 
  

If you’re looking for a place to start with programmatic ads, you’ve found it.  

Ready to learn more? Check out our blog for more podcast advertising tips. 

If you get value from the content, please consider subscribing and leaving a review!

You can also follow us on social

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“I’m a sales guy, but if I could sell things and see it affect someone else’s livelihood and go from, you know, doing what was a hobby to doing what they love is part of the love that I have for [the podcasting] space.”

If you’ve made it to this episode, you must love the podcasting space as much as we do. And one of the reasons we love it so much is because everyone is so willing to help everyone else. 

Which is exactly what Thomas Mancusi, CRO at AudioBoom, did on today’s episode with True Native Media founder Heather Osgood.

In today’s episode, Heather and Thomas discuss:

-   “Faked-in” Ads

-   Sonic Identifiers

-   What happens when you have too many ads in one episode

-   Predictions for the industry 

This isn’t an episode you’ll want to miss!

Ready to learn more? Check out our blog for more podcast advertising tips. 

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In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Matt Drengler, Head of Partnerships at Podscribe, to explore one of the hottest questions in the industry today: how video is changing podcast advertising.

Together, they unpack what the data says about video ad performance versus traditional audio-only campaigns, how engagement and attribution differ between the two formats, and what advertisers need to know about tracking conversions when pixels aren’t available. Matt also shares insights on how video can expand reach across platforms like YouTube and social media, and whether audiences truly prefer seeing their favorite hosts, or still favor an audio-first experience.

If you’re curious about where podcast advertising is headed and how to make sense of video’s growing role in the space, this is an episode you won’t want to miss.

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“My biggest encouragement is always keeping an open mind. Keep an open mind and keep very strict reporting.  Both are equally important. And, with those paired, I think you can create a very easy roadmap for successful advertising within the podcast industry.”

One of the cornerstones of successful advertising is always testing new things, but who hasn’t been stuck in their comfort zone before? If you’re currently feeling a little stuck, you’re in the right spot.

In today’s episode, Heather Osgood is joined by True Native Media’s very own account executive, Ame Fuhlbruck.

In her almost two years at True Native Media, Ame has become an expert in analyzing successful podcast advertising campaigns. Ame and Heather discuss:

Content alignment and how to achieve it.

The difference between audience targeting and content targeting.

Identifying where your campaign is gaining traction.

Understanding the listening patterns of your audience.

How brand safety plays a role in content alignment.

Why you need to keep an open mind in advertising.

To learn more about Ame, visit truenativemedia.com or connect with her on LinkedIn. 

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Are you doing everything you can to make a successful podcast advertising campaign? 

“Podcast buying, let’s say this tongue in cheek, but it’s hard. It’s not easy…The goal is that you’re getting those really engaged people who, you know, are listening to the host for that content, and they’re gonna convert.” James Ingrassia, EVP Client Services at Oxford Road. 

Creating and executing a podcast advertising campaign can get tricky. From identifying your target audience to finding shows that align with your brand messaging, there are a lot of things to consider. 

This is why I sat down with James Ingrassia to make sure you feel ready to tackle your next podcast advertising campaign. In this episode, we discuss:

Lookalike audiences and how they can influence your campaigns.

The similarities between old-school radio ads and newer podcast ads.

Why you should be implementing a “how’d you hear about us” survey. 

How podcast hosts as influencers impact ad campaigns. 

Podcast advertising and why it’s not as easy as you might think

To learn more about James, visit Oxfordroad.com or connect with him on LinkedIn. 

Read the accompanying blog post here.

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“What an advertiser’s doing with podcasting, they’re really leaning into or capitalizing on the super intimate relationship the host has built with their audience.” Meredith Krantz Vice President, Digital Partnerships at Westwood One.

Not all brands utilize podcast advertising, but maybe all brands should. The lack of clear standardization across the podcasting space can make podcast advertising look like the wild wild west, but podcasts have uniqueness and authenticity that can’t be ignored. 

The podcast advertising space is growing fast, and Meredith Krantz from Westwood One is here to ensure we’re growing with it. We discuss:

Brand Advertising 2.0

Why you need to get out of your marketing comfort zone

The impacts of mixing up your creative content

What to do when you’re ready to scale your reach 

Why your brand should be utilizing podcast advertising

To learn more about Meredith, visit WestwoodOne.com or connect with her on LinkedIn.  

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"Marketers that continue to copy the Salesforce playbook from 2006 for their 50-person SaaS company will continue to struggle. Nobody in a growth phase can win with this strategy anymore." Chris Walker Founder and CEO of Refine Labs.

Buyers are taking an entirely new approach to make a purchasing decision. They are using slack communities, podcasts, social posts, friends' recommendations, and events to find solutions to their problems. Marketers stuck in the old ways will fall off if they don't understand how to use and measure their success with dark social and zero-click content.

One of the most significant issues is marketers don't know how to change their mindset or where to start this new strategy. So I invited Chris Walker from Refine Labs to help us out. We discuss:

• What dark social means
• How it is impacting the buying journey
• How podcasting and podcast advertising is involved
• How marketers can measure their efforts
• What the future holds for marketing

To learn more about Chris, visit refinelabs.com or connect with him on Linkedin.

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Podcast Movement is my favorite event of the year. I get to see old friends and make new ones. I network with clients and discuss my favorite topic - anything related to podcast advertising. This year felt so good to see everyone in person ready to do business.

Although I don't get to attend many sessions because I am jam-packed with meetings, I have conversations with industry leaders about important topics. These are what I will share with you today.

If you attended Podcast Movement 2022, let me know what you learned by tweeting @truenativemedia with your favorite takeaways.

P.S - I also have some exciting news to share ( a new company I just launched called The Podcast Broker), so listen to the end to hear more about how you could sell your podcast and make money! Visit https://www.thepodcastbroker.com/ to learn more.

____________________________

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I don't think we talk enough about brand safety in podcasting. You might ask yourself, "Well, Heather, what is brand safety, and why is it important in podcast advertising?" As Tamara Nelson, Co-Founder of Barometer explains, "Whatever content you advertise on is what your brand becomes associated with, and that can sometimes be a very negative association." 

Podcasting is relatively unregulated, so it can create challenges for marketers and brands looking to advertise in the space where anyone can create the content they want. Marketers don't have all of the information at their fingertips to track the ins and outs of every podcast episode, so Tamara has created Barometer to help solve this issue.

She also talks about GARM (Global Alliance For Responsible Media) and the guidelines they are creating for podcasting to help mitigate issues for advertisers. GARM is a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetization via advertising.

I found this conversation to be highly enlightening and really helped me t understand the difference between brand safety and brand suitability and why we should all be talking about the growth of this industry sector.

To learn more, visit Barometer's website. You can also connect with Tamara on LinkedIn.

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Over the last five years, audio has risen to challenge video in a way I never thought would happen. While everyone says, "Attention spans are getting shorter; make bite-size content," I have seen the long-form podcasting style thrive. But many brands are not paying attention to building a robust audio strategy because they are stuck on attracting GenZ on TikTok.

So how do you create a brand audio strategy? It's a great question that not many people know the answer to. So I invited Korri Kolesa, CRO at Veritonic, to share her expert knowledge on what a brand audio strategy is (hint: it's not just podcasting) and how a brand can start to build it.

"Are you playing in terrestrial space? Do you have a sonic logo? How are you building your audio footprint to make your brand unforgettable?" These are all questions that Korri recommends you strategize over.

We also discuss measuring your audio ads for quality, effectiveness, and competitive advantage using Veritonic's exclusive audio scoring. "It allows us in the market to understand the benchmark of audio. What is that human response to sound, and how do you quantify that?"

This was a fascinating interview, and I encourage you to learn more about the benefits of creating a brand audio strategy from this episode.

To learn more about Veritonic, visit their website.

You can also connect with them on LinkedIn.

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I feel like I have been in podcast advertising forever (6 years). But then I talked to Todd Cochrane, a friend, and fellow podcast enthusiast, who has been selling ads on his show and many others for 17 years, and I realized there is always so much to learn.

"Smaller shows have much higher engagement than bigger shows. The audiences are much more loyal. They're much more willing to try a product or service because they support the podcast."

He shares his secret sauce for keeping his advertisers and audience happy while maintaining his podcast income.

I find Todd's relationships with advertisers fascinating, especially his partnership with GoDaddy since 2005. He talks us through that relationship and how it evolved over the years. He shares how he has managed to keep them and what he does for other podcast advertisers to build stronger, long-lasting relationships. He also discusses how he uses his website and blogs as a traffic source to bring new monthly listeners to the podcast.

We also cover the topic of diversity and how Todd has seen and helped the podcasting industry move towards being more inclusive. "Underrepresented groups are now using podcasting to get their voice out, whereas they could never do that via mainstream media because whatever reason that was geopolitical wise."

To connect with Todd, email him at todd@blubrry.com or DM him on Twitter.

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Recently, some very strange product companies have reached out to try podcast ads. It got me thinking about the legal side of podcast advertising and if there was one. We don't deal with it, so I invited Gordon Firemark to the podcast to share his expertise on the subject.

"I sometimes talk about the podcast prenup. People (brands) working on the show with us should know what they get, what they own, and what they're not entitled to. It's protecting our intellectual product."

Gordon and I discuss important topics like:

Plus so much more.

To learn more about what Gordon does and how he can help with podcast legal issues, visit his website: https://firemark.com/. You can also visit https://www.gordonfiremark.com/.

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In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Greg Glenday, CEO of Acast, the world's largest independent podcast company. These two industry experts talk about growth, monetization and expansion, and how podcasts are leading the charge in innovative advertising.

Tune in to hear:

• How Acast supports creators and advertisers from start to finish
• How global expansion is helping advertisers and creators reach larger audiences
• The nuances in podcast advertising compared to other broadcast channels such as radio
• Greg's predictions for the next wave of innovation in the podcast industry

If you are interested in finding out how you can capitalize on the engagement of podcasts with podcast advertising, this episode is one you won't want to miss.

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Have you ever wondered how advertisers know if their brand initiatives are working correctly? I am a huge proponent of data and Jeff Vidler, Founder of Signal Hill Insights is helping podcasts and advertisers measure their efforts with brand lift studies, surveys, and more. 

“One thing we do have with podcasting is we have digital data that gives us census level data as a baseline that we can use and work from that and really give advertisers a chance to see how the mediums working.”

Jeff is able to work closely with other companies, such as Triton Digital, to blend survey and census data together to get a clearer picture of who is listening.

 “You've got apps, like Spotify, that will give you demographics, but that's filtered through who uses those apps. It's not necessarily a reflection of their entire audience. There are household graphs that you can get, but IP addresses are not personal. So we think that surveys are an important step toward getting demographics into podcasts measurement. 

To connect with Jeff, reach out to him at jeff@signalhillinsights.com or visit their website: https://signalhillinsights.com/

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With limited inventory and only the top 1% of podcasts getting the advertising dollars, what happens to the rest of the smaller shows? How do they get a piece of the advertising pie? 

Dave Hanley, Chief Revenue Officer for Advertisecast joins me on the podcast to talk about how they are working to open opportunities for independent podcasts with fewer download numbers to get in front of advertisers. 

With their recent acquisition of PodGo, shows as small as 200 downloads per episode can have a shot at advertiser deals. This is also a boon for first-time advertisers testing podcasting. It allows them to spread their dollars across a larger sum of shows to test out genres, demographics, topics, offers, and creative. Fine-tuning their campaigns to graduate to larger, pricier shows. 

Dave and I also discuss why continual education about podcast advertising is critical to its success and how we are both working towards better guiding brands to find deeper results. 

You can connect with Dave via email: dave@advertisecast.com or visit the website: https://www.advertisecast.com/

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I love this report from the IAB. I am always very excited for the IAB Upfront event when they share their findings each year. Most of the time, there are statistics that I am already aware of, but then there are some outliers that either bring me joy, or shock. This year, I am happy to report that I am overjoyed with the results.

I would like to share my favorite stats from the study with you and tell you why I think they are important to focus on.

If you are interested in podcast advertising and you are just getting started, please download our guide here: https://info.truenativemedia.com/marketers-guide-to-podcast-advertising

If you are interested in podcast advertising, please reach out to us at True Native Media or connect with Heather on LinkedIn.

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I am fascinated by internal company podcasts and how corporate companies are taking advantage of audio to distribute communications to their employees. I have been following Graham Brown, Founder, and CEO of Pikkal, a corporate podcast agency in Singapore, for quite some time, so I invited him to talk to me about the work he does and find out how companies benefit from branded podcasts.

"There's a big group of corporate people who have a significant need. It's not a content problem; it's a communications issue. So how do they speak authentically and communicate like humans? When you put it in the corporate context, a lot of that can be lost and obscured by the parameters of how companies traditionally communicate, through white papers or press releases or through the lens of coms, which tends to edit everything."

Graham and I discuss options for advertising and why corporate podcasts are a global phenomenon. We also talk about some of the challenges Graham sees the industry facing and how we should look differently at the data we currently get from podcasts. (Which was so interesting).

To learn more about Pikkal, visit the website: https://www.pikkal.com/

You can connect with Graham on his website: https://grahamdbrown.com/

If you are interested in podcast advertising, please reach out to us at True Native Media or connect with Heather on LinkedIn.

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I loved chatting with Lindsay Smith from Ad Results about working with their clients on brand suitability, otherwise known as brand safety. "We like to focus on the term suitability because, as an agency, we don't want to deem what shows are safe or unsafe. Instead, we want to match brands with suitable shows for their core values."

Lindsay shares her process for monitoring ad-reads and working with podcasts and clients to create high-quality ads that convert. We also talk about how brands have different suitability floors and how it's essential to recognize and cater to those differences to find success.

We also address the rise of dynamic insertion and how that affects brand safety or suitability.

To learn more about Ad Results, visit the website: https://www.adresultsmedia.com/

Connect with Lindsay on LinkedIn: https://www.linkedin.com/in/lindsay-smith-678410165/

Connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/

If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com

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It is very hard for brands and indie podcasters to connect. Most of it is done manually with a direct relationship, network, or representation agency, like True Native Media. Mike Kadin saw an opportunity to help indie podcasters and brands to connect faster with RedCircle.

"We started talking to these podcast creators and asking them, what are the challenges you face? And even more than making money, or making more money, was the need to grow their audience. They want more people to be able to hear what they are trying to say. And at the time we released some podcast hosting software, we had also built an underlying dynamic insertion engine that enabled dynamic audio and advertising opportunities."

I chatted with Mike about what marketers want from the podcast industry in order to be successful and how the new technology and services like RedCircle can help bring more ad dollars to the space. "I spent a lot of time talking to marketers when I worked at Uber. I built software for marketers and they want to have that perfect 360-degree view of the customer. But I think there's no companies in the world that actually have a view like that."

To learn more about RedCircle, visit the website: https://redcircle.com/

Connect with Mike on LinkedIn: https://www.linkedin.com/in/michael-kadin-a341571b/

If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com

Or connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/

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The podcast industry struggles with transparency when it comes to pricing, results, and measurements. There are several reasons why this is the case. So I invited Marty Michael, CEO, and Co-Founder of Gumball (a podcast advertising marketplace), to the show to chat about how his software is trying to break the transparency barrier in podcast advertising.

We discuss why brands won't share their results and pricing rates and why this makes it challenging for standardization across the podcast industry. We also talk about why it is so challenging to place ads and how innovation is happening to reduce the friction of ad buying in podcasting.

To learn more about Gumball, visit the website: https://gumball.fm/

Connect with Marty on LinkedIn: https://www.linkedin.com/in/martymichael/

If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com

Or connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/

________

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I had one of the most open and honest conversations with Todd Gallet, Head of Partnerships at Podcorn, about how brands (if they are strategic about it) can book tons of inventory on smaller shows and get better results than trying to run on one or two huge well-known shows.

"Not every brand is an excellent fit for the biggest shows. So if you're a new brand getting into the space and you're going to go after Joe Rogan, it could be a huge miss, quite frankly. You're going to get the audience, but it's not necessarily going to convert. You can move downstream to smaller shows for more inventory, and it also allows you to test more cost-effectively and then scale."

Todd and I discuss how he is helping smaller podcasts and brands find an easy way to connect and partner together, and how advertisers with larger budgets can scale with smaller shows.

Todd comes from an influencer ad sales background then successfully transitioned into podcast ad sales. "Influencer marketing and podcast advertising are almost an exact parallel. We were a marketplace for YouTubers, and all of that was about finding the host who had the right personality, the proper connection with your brand, and who could authentically deliver an endorsement. To me, podcasting is the exact same thing."

We also cover why setting expectations upfront is critical to campaign success, and also why no ROI is not necessarily a loss.

To learn more about Podcorn, you can visit the website - https://podcorn.com/

Reach out to Todd at todd@podcorn.com.

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As traditional influencer marketing platforms (Facebook, Instagram, etc.) get increasingly over-saturated with influencer-type content, it's effortless for consumers to swipe right past ads. And so, companies have started to look for new avenues to reach their customers. And that's where podcasting comes in.

But many digital marketers are used to a centralized platform to buy ads with a few clicks. Podcast advertising is lacking in this area, creating a barricade for more digital marketers to transfer a part of their influencer budget into podcasting.

Anna Ratala, Co-Founder and CEO of Zvook.co joins me on the podcast to discuss how she is trying to remove the ad-buying barrier and bring more ad spend into podcasting.

We discuss how the goal is to add podcast advertising into a marketing mix to support and complement what marketers are already doing. We also talk about the struggle of how to attribute conversions to podcast ads, and what you can do to measure its success.

If you want to learn more about Zvook.co, visit the website - https://zvook.co/

You can connect with Anna on LinkedIn.

Contact Heather on LinkedIn if you want to advertise with True Native Media's podcasts.

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I can go on and on all day about how important and influential host-read endorsement ads are, but the reality is we need programmatic ads in podcasting for various reasons.

Today, I want to share the research I have done because I think that programmatic ads have a place in podcasting and will help the industry continue to grow.

I will cover topics like:

• Targeting
• Technology development
• New advertisers
• Ease of purchase
• Automation

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In this episode of The Podcast Advertising Playbook, host Heather Osgood shares why choosing shows by category isn't the best advertising strategy, and what to do instead.

In this episode, you will hear:

• Why choosing shows by category often falls short
• How shows within the same category can yield vastly different results
• What to look for instead: demographics, psychographics and more
• Tools to help you target your audience with more precision and influence

Learn how to avoid this common advertising pitfall and use actionable strategies to boost your next audio-based ad campaign.

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I have always admired Ray Harkins's career in podcasting. He started out at Midroll, the posterchild company for podcasting. Then he moved to Stitcher and is now the West Coast Lead Podcast Strategist for iHeartRadio. I really wanted to dive deep into the growth and evolution of podcast advertising with Ray because he has been pivoting in the industry for so many years, staying in tune with dynamic and programmatic developments.

We talk about the major changes he has seen over the years, as well as what development is coming. We collectively gush over our love of host-read ads and why the future of podcast advertising is dynamic.

Ray also shares some honest advice to brands and podcasters about succeeding in ad sales and why authenticity matters.

Connect with Ray on Linkedin or listen to his podcast 100 Words Or Less: The Podcast.

Contact Heather on LinkedIn if you want to advertise with True Native Media's podcasts.

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We talk a lot about what podcast advertising is like from a brand's or podcaster's perspective, but what about the agencies that support these brands? How do they manage to bridge the partnership between podcasters, networks, rep firms, and brands?

In this episode with Glenn Rubenstein, Founder of Adopter Media, we discuss how the industry is evolving and how Glen and his agency are pivoting to adjust to the changes. We also talk about managing advertisers' and publishers' expectations to find success for all.

With over 100 million dollars in ads placed since he started, Glenn shares his expert knowledge about what makes a successful campaign and what we should be watching out for as the industry grows.

To connect with Glenn, visit Adopter Media, or connect with Glenn on LinkedIn.

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"We talk about brevity, clarity, and potency, making every word count so that every ad will count. Never use two words when one will do." Stew's extensive experience in performance marketing allows him to craft high-converting podcast ads. In this episode, we discuss why it is critical to have clarity in an ad and how advertisers can support hosts in driving the brand message.

He also talks to me about what hosts can do to be more involved in the creative process and ultimately get more sales from their ads. He encourages hosts to ask questions like, "How are you [advertiser] attributing success to this? Is this the best offer you have available anywhere?"

Here are some of the critical components that Stew covers in this episode

Stew uses his in-depth knowledge to help educate others and improve the overall quality of podcast advertising. He recently wrote an article for Sounds Profitable, essentially giving away all his secrets.

I absolutely love talking with Stew and laughing a lot!

To learn more about Oxford Road, visit their website, or reach out to Stew Redwine.

Contact Heather if you want to advertise with True Native Media's podcasts.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.