Podcast Advertising Playbook

May 15 2024 43
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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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

The Power of Simulcasting

Apr 24 2024 40 mins  
“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 The Podcast Advertising Playbook, but our guest today provides new insight. Craig

A Discussion of Programmatic Ads at SXSW

Apr 17 2024 38 mins  
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 and what this means for podcast advertising  Finally, Lindsey Jara Wald and Shweta Nalawa

Branded Podcasts & Simulcasting

Apr 10 2024 27 mins  
“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, Heather is joined by Camille Laurente from Hueman Group Media and Michael Kropko from Ad Results Media. First, Camille gives listeners a crash

YouTube Viewership & Pixel-Based Attribution

Mar 27 2024 32 mins  
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 where to put advertisers with both video and audio Then, starting at 19:06, Heathe

Bottom of Funnel Podcast Advertising

Mar 20 2024 21 mins  
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 Good Karma Brands. Tune in to hear him and Heather discuss: Why big bran

YouTube & The Future of Podcasting

Mar 13 2024 36 mins  
“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 Osgood is joined by Stephanie Bower, Director of Audio at H

Targeting A Broad Audience

Feb 28 2024 45 mins  
“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 you should use to build your target audience and make sure they hear your ad. But what if your

Fostering Successful Partnerships

Feb 21 2024 40 mins  
“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 hosts don’t just do audio anymore. Instead, they’re branding out to different forms