Heather Osgood
Podcast Advertising Playbook
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Heather Osgood
Podcast Advertising PlaybookEpisodes
Heather Osgood
Podcast Advertising Playbook
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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 imp
“Because obviously, a 30, 60, or 90-second ad could be effective, but [branded podcasts] are more of a longer-term strategy of building a community around that like specific program.” In the third installment of our Live at SXSW series, Heathe
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 l
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.
“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
“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 audi
“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
“[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
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 sta
“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
“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 s
“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 bee
“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 lo
“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 importa
“My recommendation to buyers is to take any predictions from a frequency-capped campaign with a grain of salt.”Frequency capping is the ability to define the maximum number of times an ad can be delivered to a listener within a given time peri
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
“But it’s interesting just to see how social media is important, but it doesn’t always convert. Just because I’ve got a million followers doesn’t mean I’m going to get a million listeners, right?”On today’s episode of The Podcast Advertising P
“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 a
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
“Speaking as myself, as a consumer, if I’m hearing the ad multiple times, but it’s not the same every time, that goes a long way in enhancing the overall experience.” In today’s episode of The Podcast Advertising Playbook, our host Heather Osg
“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 A
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 res
“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’
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 advertisin
A few times a year, professionals from the industry get to see each other in person for an event fully dedicated to podcasting. Our team just got back from Podcast Movement, and True Native Media CEO Heather Osgood can’t wait to share everythin
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