As True Native Media celebrates nine successful years in the podcast advertising space, we sat down with our founder and CEO, Heather Osgood, to reflect on the journey, challenges, and achievements that have shaped the company’s growth. Here are her insights on the evolution of the industry, key milestones, and what the future holds for the business.
1. Looking back on the past nine years, what were some of the most unexpected challenges you faced when launching True Native Media, and how did you overcome them?
“Launching True Native Media came with challenges like educating advertisers about the value of podcast advertising (let’s be honest, nine years ago many people didn’t even know what a podcast was) when it was still a niche medium. Convincing brands to shift budgets toward podcasting required persistence and the ability to create advertising results. Overcoming this involved building strong relationships and finding brands that weren’t afraid to try something new.”
2. True Native Media has grown significantly over the years. How have you maintained the company’s culture and values while scaling your team and operations?
“Maintaining culture has been about fostering open communication, supporting team members’ professional and personal growth, and staying true to our core values: innovation and relevance, people, profit, communication, mutual respect, and generosity. Building our team has been one of the best parts of growing the company. Early on, someone told me people don’t build companies; teams build companies. I’ve taken this to heart, and I believe we’ve had some exceptional team members, both past and present.”
3. Podcasting has grown from a niche medium to a mainstream powerhouse over the past nine years. How have you seen the podcasting industry evolve, and what changes have had the most significant impact on True Native Media’s strategy and success?
“The growth of podcasting tools, including listener analytics advancements and pixel and attribution tracking, have been game-changers. I am a huge fan of dynamic ad insertion. Monetizing each listen and allowing the advertiser to better target and keep advertising messages fresh is of tremendous value to the listener, creator, and advertisers. These tools have created more substantial ROI, making podcast advertising more attractive and scalable.”
4. Nine years in business is a significant milestone. What’s been the most rewarding moment or achievement for you personally?
“As of October 2024, only 1.9% of women-owned businesses reach or exceed $1 million in annual revenue. Having well exceeded that number is something I’m very proud of. It’s also been very rewarding to see the independent podcasts we represented land a major brand sponsorship. It reaffirmed our mission to support podcasters and create meaningful growth opportunities.”
5. As a female founder and CEO in a space that has traditionally been male-dominated, have you faced any unique challenges, and how have you navigated them?
“As a female founder, one challenge has been overcoming assumptions about leadership in a male-dominated industry. I’ve focused on building credibility through results, networking with supportive peers, and advocating for diversity within the industry.”
6. In your opinion, what is the biggest mistake businesses make in the podcast advertising space, and how has True Native Media avoided or corrected that mistake?
“The biggest mistake is treating podcast advertising like traditional media and focusing only on reach rather than engagement. We avoid this by emphasizing the unique, trust-driven connection between podcast hosts and their audiences, ensuring ad campaigns are authentic and well-integrated.”
7. What advice would you give to someone who is looking to start their own media or advertising business today, given the changes in the digital landscape over the last decade?
“Stay adaptable and focus on a specific niche. The digital landscape changes rapidly, so keeping a pulse on emerging technologies and trends is crucial. Also, prioritize relationships—this industry thrives on trust and collaboration.”
8. Looking ahead, what are your goals for the next five years for True Native Media? Are there any exciting trends or innovations you’re particularly excited about?
“Looking ahead, True Native Media’s goals for the next five years focus on growth, innovation, and leveraging new technologies to stay ahead in the podcast advertising space. One of our key objectives is to expand our roster by representing bigger creators, helping us connect brands with larger audiences and more influential voices. This will allow us to solidify our position as a leader in podcast advertising while maintaining our commitment to personalized service.”
9. What has been the most surprising or memorable piece of feedback you’ve received from a client or partner over the years, and how did it shape your business decisions?
“A memorable piece of feedback came from a brand that praised us for our transparency and hands-on approach, saying it was unlike anything they’d experienced. This reinforced our commitment to building genuine relationships and maintaining a client-first approach.”
As True Native Media enters its tenth year, Heather’s journey is a testament to the power of persistence, strong relationships, and a commitment to innovation. With a clear vision for the future and an unwavering focus on growth, True Native Media is poised to continue leading the way in podcast advertising for years to come.