Podcast Advertising Playbook

Jul 24 2024 45
Podcast Advertising Playbook artwork

This podcast is dedicated to helping listeners better understand podcast advertising. Whether you're in advertising, marketing, or simply a podcaster interested in learning more about the podcast advertising world this show is for you. We'll provide techniques for implementing your ad campaigns, setting budgets, and expectations giving you the knowledge and expertise to become a podcast advertising expert.

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Mini Masterclass: Talking Points & CTAs

Jul 24 2024 13 mins  
Welcome to Episode 3 of our Podcast Advertising Mini Masterclass! Make sure to catch up on our Mini Masterclass by listening to the last two episodes. Next week, we’ll release our final episode to round out this series. Today’s episode is all about talking points and CTAs. What should your talking points to hosts look like? Why are talking points so important? How can you have

Mini Masterclass: Target Like A Pro

Jul 17 2024 12 mins  
Welcome to Episode 2 of our Podcast Advertising Mini Masterclass! Over the next few weeks, we’ll be releasing new episodes that serve as masterclasses on different aspects of podcast advertising. If you haven’t yet, make sure you listen to last week’s episode. Today’s episode is all about targeting. Why is targeting so important? What kind of targeting is available? Who can

Mini Masterclass: Before The Campaign

Jul 10 2024 11 mins  
Welcome to Episode 1 of our Podcast Advertising Mini Masterclass! Over the next four weeks we’ll be releasing four new episodes that act as a masterclass to different aspects of podcast advertising. Today’s episode is all about what to do before you start your campaign. What are your goals? How do you establish your brand? How are you going to buy ads? _________________________

Different Ad Buys Belong In Different Buckets

Jun 26 2024 38 mins  
“But, I think when you talk about programmatic, it really comes down to everything that is not hot read or sponsorship through the show.” In today’s episode, our host, Heather Osgood, is joined by Paul Lajoie, a seasoned professional and the Director of Brand and Agency Partnerships at Triton Digital, a leading SSP (supply-side platform) in the podcasting industry. Tune in to

Share Of Voice, Episodic Separation, & Ad Load

Jun 19 2024 13 mins  
This solo episode features our host, Heather Osgood, and she answers questions about a hot topic in advertising: Share of Voice. According to Sounds Profitable, Share of Voice refers to the percentage of impressions that one advertiser receives measured against the total impressions within a specific ad position or an entire episode. Tune in to hear Heather discuss Share of Voice a

Don’t Judge a Podcast By Its Cover

Jun 12 2024 35 mins  
“But the thing that I love about podcasting, even still today, is that the film industry is so gigantic, and there are so many stakeholders and different voices involved in making any kind of decision. Podcasting, when I first got into it, still felt like the silent movie days. Like we were all kind of a bunch of amateurs jumping into this business and figuring it out.” In toda

It’s All Content Driven

May 29 2024 43 mins  
“If we’re truly going to hit our goals, it’s going to be essential for us to offer, all in unison if possible, the same opportunities to invest in podcasting that advertisers have in the video and the rest of the audio space.” In today’s episode, host Heather Osgood is joined by John Fitzgerald, the EVP of Ad Sales at DAX US. Tune in to hear Heather and John discuss: The

Exclusivity & Good Ad Reads

May 22 2024 18 mins  
“When we’re talking about that host read endorsement piece, it is really important that you have exclusivity because it feels inauthentic as the listener is being recommended products, right? Like maybe a little bit of whiplash, last week you said this product was great, and now you’re saying something else with a similar product.” A lot goes into making a good ad read. It�

IAB’s Podcast Advertising Revenue Report

May 15 2024 10 mins  
It’s our favorite time of the year at The Podcast Advertising Playbook - time for the IAB’s Podcast Advertising Revenue Report! We love this report because it has everything to do with revenue in the podcast and advertising space: How much did we bring in? Did we hit our goals? What are we expecting to achieve? In this solo episode, host Heather Osgood breaks down the report, s

What Even Is A Podcast Anymore?

May 08 2024 38 mins  
“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 we had ten years ago. To help us keep track of the changes is Greg Glen