TRUE NATIVE MEDIA

POdcast advertising questions

FAQ's about true native media

Most frequent questions and answers about our company

True Native Media represents independent podcasts and connects them with advertisers who are interested in sponsoring podcasts.

We specialize in outreach to potential advertisers and present them to the podcasts that we serve.

True Native Media is not a podcast media buying agency. We work directly with other advertisers and their agencies who are interested in advertising on the podcasts we represent.

We work with several podcast networks as the ad sales arm of their systems.

True Native Media currently handles podcasts in the following genres:

  • Female Lifestyle
  • Mom/Parenting
  • Entrepreneurship
  • Productivity
  • Relationships
  • History
  • Skepticism
  • And more
  • We are looking to expand the types we represent

True Native Media currently represents 60+ podcasts, but we are growing our representation roster on an ongoing basis.

When working with True Native Media, podcasters and advertisers alike can expect a high level of personalized attention, unlike other ad buying platforms.

We are a boutique representation firm. We specialize in having a close working relationship with each of the podcasts we represent. We also work closely with our advertisers to ensure that their ad campaigns are successful. 

We work with a variety of hosting companies. We do not expect podcasts to switch hosting platforms to work with True Native Media. However, we require that all podcasts work with IAB compliant hosting companies.

We offer host-read embedded/baked in ad reads and dynamically inserted ads.

Faq's for advertisers

Most frequent questions and answers about our company

True Native Media represents independent podcasts and connects them with advertisers who are interested in sponsoring podcasts.

We specialize in outreach to potential advertisers and present them to the podcasts that we serve.

When working with True Native Media, podcasters and advertisers alike can expect a high level of personalized attention, unlike other ad buying platforms.

We are a boutique representation firm. We specialize in having a close working relationship with each of the podcasts we represent. We also work closely with our advertisers to ensure that their ad campaigns are successful. 

Host read ads are ads that are created by the host of the podcast. The podcast host samples and uses the advertiser’s product and then creates an ad read that provides personal experience with the product.

There are two types of ads- embedded/baked in ads and dynamically inserted ads. If you have a hosting provider that allows for dynamic ad insertion, we recommend that method of ad insertion, however, we have many podcasts that we work with that run embedded/baked in ads.

The ad reads we sell are typically :60 seconds in length. Many times ad reads will exceed :60 seconds because of the free form nature of the ads. 

We sell pre-roll ads that are in the content at the beginning of an episode as well as midroll ads that are in the middle of an episode.

True Native Media typically sells at a $30 CPM for both preroll and midroll ad placements. However, some podcasts are slightly higher and others are lower. 

Ad rates vary depending on the size of the podcast’s listening audience.

No, podcast ads typically come with an ad read in the podcast and a link on the podcast’s website.

3 months is the average initial podcast campaign. Once the initial campaign is completed many advertisers sign annual agreements.

Test campaigns allow you to see which podcasts are performing well and which podcasts are not a good fit for your product. After the test campaign, you are able to optimize for maximum return. 

We recommend that you invest no less than $5,000 in a podcast campaign. However, campaigns can range from $5,000-$100,000+

You need to provide the podcast host with a sample of your product as well as your unique selling proposition and product highlights for them to include in their ad read. In addition, you need to provide a powerful call to action. 

Because podcast ads are host read we want them to be authentic and be in the voice of the podcast host. By providing talking points you give the host guidelines for the ad read without giving them a structured script that would sound inauthentic. 

True Native Media partners with attribution partners to track and measure the results of your campaign. It is common for advertisers to use a unique URL and/or promo in conjunction with attribution tracking.

While we can provide advertisers with multi-show campaigns we only sell ads on the podcasts we represent.

FAQ's for Podcasters

Most frequent questions and answers about our company

True Native Media represents independent podcasts and connects them with advertisers who are interested in sponsoring podcasts.

We specialize in outreach to potential advertisers and present them to the podcasts that we serve.

Host read ads are ads that are created by the host of the podcast. The podcast host samples and uses the advertiser’s product and then creates an ad read that provides personal experience with the product.

There are two types of ads- embedded/baked in ads and dynamically inserted ads. If you have a hosting provider that allows for dynamic ad insertion, we recommend that method of ad insertion, however, we have many podcasts that we work with that run embedded/baked in ads.

The number of ads per episode depends on the length of your podcast. The average podcast that is 30-60 minutes long can accommodate 2-3 :60-second long ad reads. 

Your podcast needs to be receiving 10,000 downloads per episode for embedded/baked in ads or 20,000 downloads per month if you are doing dynamically inserted ads. 

You can find all of your download numbers on your podcast hosting provider.

No. True Native Media works with a variety of hosting providers. We do require that the hosting provider you work with is IAB compliant. You can find out more information here: (https://www.iab.com/guidelines/podcast-measurement-guidelines/)

Yes, we require that all ads be run through True Native Media.

We provide our hosts with talking points to help them craft the ad. 

The ad reads we sell are typically :60 seconds in length. Many times ad reads will exceed :60 seconds because of the free form nature of the ads. 

We sell pre-roll ads that are in the content at the beginning of an episode as well as midroll ads that are in the middle of an episode.

You are not required to offer added value for advertisers. Our campaigns are sold with a podcast ad read and a link to the advertiser in the show notes or on the website of the podcast. If you are interested in providing the sponsor with additional “shout outs” in social media or in your newsletter that is wonderful, but not required.

True Native Media takes a 30% commission for all embedded/baked in ads and a 40% commission on dynamically inserted ads. We handle the placing and monitoring of dynamically inserted ads and this additional work requires an additional commission.

We ask for 18-month exclusive contracts with our podcasters.

No, True Native Media is simply a representation firm. We just sell ads which allows us to use all of our time and attention on making money for your podcast!