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THE PODCAST ADVERTISING PLAYBOOK

latest episode:  
    7 Biggest Trends To Watch In Podcast Advertising Right Now

The Podcast Advertising Playbook

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.

HI THERE,

I'm Heather Osgood, your host of The Podcast Advertising Playbook.

I started this podcast because I realized there is so little information about how to create successful podcast advertising campaigns that convert.

I want to share all of my industry secrets so that they bring you the same amazing results as the advertisers, and podcaster we work with at True Native Media.

Reach out to me if you want to learn more or start a campaign today.

Episode 30: 7 Biggest Trends To Watch In Podcast Advertising Right Now

There is a flurry of activity in podcast advertising right now, so I curated a list of seven of the biggest trends I see happening and how they will affect you. 

In this episode, I discuss trends like privacy issues, the domination of podcast player apps, and the real price of free podcast services/products.

This episode wouldn't be complete without covering the push in ad tech occurring right now and how much of it is actually valuable to podcasters and advertisers. 

Don't forget to subscribe! New episodes are released every Thursday. You can also check me out on:

truenativemedia.com

Twitter  | Linkedin | Facebook | Youtube

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Episode 29: Ad Tech in Podcasting: How It Affects Listener Tracking, Privacy Laws, and Brand Safety With Bryan Barletta

There is so much going on in the ad tech space right now that will affect podcasting, so I invited Bryan Barletta from Sounds Profitable to share his insider knowledge.

We talk about the importance of brand safety and how dynamic ad insertion helps protect both podcasts and advertisers. Bryan tells me how effective geo-targeting is and what data we should be focused on. We also cover Apples privacy updates and how that will affect podcasts moving forward. Learn more about Bryan Barletta.

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Episode 28: Diving Into Podcast Data With Johnny Dinkel From LaunchPod Media

Johnny, a self-proclaimed data nerd and passionate podcaster, has found the secret formula for creating a very targeted podcast audience. In this episode, he shares his tricks and tips for podcasters and advertisers to dig deeper into their listeners' persona than ever before. He tells us how to leverage different tools to gain more insights and why messaging is the key to conversion.

Learn more about Johnny's company LaunchPod Media.

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Episode 27: Why The Speed Of Podcast Advertising Is Different And Why It Works Better Than Other Ads.

Podcast advertising is a slow medium. It can frustrate some advertisers who want instant results. Today, I am going to break down why speed doesn’t matter, and how the intention behind the way listeners engage with podcasts, is far more important to a campaign.

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Episode 26: Direct Response Versus Brand Awareness Podcast Ad Campaigns. Which is Best For You?

Most of the ads running on podcasts right now are direct response ads. In this episode, I talk about the difference between direct response and brand awareness; why one might not work for you; and how to figure that out without wasting time and money.

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Episode 25: Don't Just Use Apple Podcasts To Find Shows To Advertise On. Do This Instead For Better Success.

It’s hard work finding independent podcasts (that are active and interested in advertising) yourself. Here are my five recommendations for finding quality podcasts to advertise on.

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Episode 24: New Distribution Issues Could Have A Negative Affect On Podcasts, Podcast Ads, And Their Listeners

How is censorship, distribution criteria, and pirated podcast affecting the podcast industry? I talk about the latest issues plaguing podcasts at the moment.

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Episode 23: Audience Size Matters, But These 5 Other Metrics Matter More. Here's What You Need To Know

Most Advertisers focus solely on audience downloads, and they miss out on these five other equally important metrics that I share in today’s episode. Don’t make the same mistake, it could cost you your ad campaign.

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Episode 22: The Podcast Advertising Industry Is Trending Right Now. Here's Why Your Brand Should Get On Board

No one accidentally starts listening to a podcast. People are very intentional about choosing to engage with a podcast. In today’s episode, I share my reasons why this is very beneficial to brands who are jumping on the podcast advertising bandwagon and for those who should.

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Episode 21: Stop Wasting Time. Use These 5 Quick Tips To Create Quality Podcast Ads That Convert

Host read ads are still the number one ad type in podcasting. In this episode, I am going to teach you how to use these 5 simple, but effective, tips to create high converting ads for your podcast advertising campaign. 

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Episode 20: Podpage: The Website Solution For All Non-Tech Podcasters

The three most common website complaints for podcasters are: I’m not tech savvy, I don’t have the time, and it’s too expensive to pay an expert. These are all valid. But, without a website, you are hindering the growth and discoverability of your podcast. So, I was very excited to talk with Brenden Mulligan about Podpage. His latest venture where he solves all these pain points for podcasters with a click of a button. 

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Episode 19: My Five Essential Tips For Newbies In The Podcast Advertising Space. Get It Right The First Time

If you are thinking about dipping into the podcast advertising space for the first time, listen to this episode first. I walk you through the best and most successful way to start a test campaign that yields high results.

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Episode 18: Podcast Advertising Shows More Resilience Than Other Advertising Despite A Global Pandemic

I take a deep dive into the 2019 IAB Revenue Study, which shows how podcast advertising continues to experience hyper-growth, despite massive dips in other areas. Host read ads remain the preferred ad type by listeners, but there were some surprising results about who is advertising. Tune in to find out more.

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Episode 17: The 6 Worst Pieces Of Advice About Podcast Advertising That You Should Never Follow

There is some terrible advice out there on the internet about how to do podcast advertising correctly and I am going to debunk six of the worst I have seen.

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Episode 16: Why These 7 Die Hard Rules Will Result In High Podcast Advertising Conversions

Experimenting is always encouraged in podcast advertising. But, there are seven rules to live by when you create an ad campaign. Listen to this episode to learn about these rules and how to successfully implement them.

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Episode 15: Ad Placement In A Podcast Episode Is Crucial To Your Advertising Success. Here's How To Do It Best

There is research that has come out to determine which ad placement (preroll, midroll, or postroll) is more effective for a podcast ad campaign, and the results will surprise you. In this episode I breakdown each ad placement and why performance varies based on the different criteria.

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Episode 14: Secrets About Who Is Listening To Podcasts And How To Select The Correct Ones To Advertise Your Brand

Pre-recorded ads have a place in the podcast ad space, but it's repeatedly proven that host read ads are far more effective. Today, I share the value of the host read ad and why you should not give them up. I cover the different types of host read ads and why each one is important based on the goal of the ad campaign.

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Episode 13: Who Is Making The Millions Of Podcasts That Are Available Today?

There are several types of podcasts that I discuss in this episode of The Podcast Advertising Playbook. I cover the difference between Indie podcasters, Solopreneurs, corporate podcasts, branded, and networks. I share my thoughts on who is open to advertising and why some do better than others. 

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Episode 12: Do Podcast Advertising Right By Understanding The Different Types Of Podcast Ads

Pre-recorded ads have a place in the podcast ad space, but it's repeatedly proven that host read ads are far more effective. Today, I share the value of the host read ad and why you should not give them up. I cover the different types of host read ads and why each one is important based on the goal of the ad campaign.

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Episode 11: Common Challenges About Podcast Ad Tracking We Will Clarify To Get You Better Results Immediately

Advertisers want quality results from their podcast advertising campaigns. In today's episode, I talk about the best way to track ad results. I discuss the reality of tracking in the podcast space, the types of monitoring used, and options for available attribution tracking. 

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Episode 10: Transform From Amateur To Professional Podcast Guest That Gets Repeat Invites With These 5 Easy Tips

It's not so easy to be a podcast guest anymore. Hosts are becoming far more particular with whom they invite on their show because they are building a robust and engaged audience. In this episode of The Podcast Advertising Playbook, I share how to transform from an amateur to professional and think about what you can bring to the hosts' audience. I also share tips and tools from my guesting toolbox to set youtube for success.

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Episode 9: Podcast Pricing: The Easiest Way To Make It Work For You With Dynamic Or Embedded Ads

In this episode of The Podcast Advertising Playbook, I share what the best approach to podcast pricing is, how to get the most from dynamic ad insertion or embedded ads; and why you may pay more for a niche demographic.

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Episode 8: Everything You Need To Know To Create Podcast Ad Campaigns That Convert

Podcast Advertising has its own set of rules that can feel overwhelming, even to a seasoned advertiser. Pair that with independent podcasters, who don't have tons of experience with ad reads, the whole undertaking can become messy! In this episode of the Podcast Advertising Playbook, I break down how to create a robust ad campaign into quick and actionable steps. It will give you the confidence to move ahead with your new campaign, knowing you have all the tools to deliver superior results.

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Episode 7: Host-Read Dynamic Insertion Ads Versus Embedded Ads

In this episode of the Podcast Advertising Playbook, I break down the difference between host-read dynamic insertions ads and embedded ads. She discusses how the industry is evolving and why dynamic insertion is on the rise.

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Episode 6: Is Podcast Advertising Influencer Marketing?

Advertisers are looking to diversify their ad spend in today's competitive market. Julie Zischke, Head of Offline Acquisition at Grove Collaborative, shares how she focuses on bridging the gap between traditional influencer marketing and podcast advertising. While podcast ads may not be typical influencer ads, Grove Collaborative has been able to spill the success over into podcasts and continue their growth. She believes there are so many shared learnings to be had between the two influencer marketing strategies. Julie also lets us in on her campaign strategies and how she overcomes creative testing challenges.

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If you prefer the written word, visit our article about this episode.

Episode 5: The Art of Successful Podcast Advertising

Learning from the best in the business is one of the most effective ways to succeed. Immerse yourself in today's episode with Dave Newmark, CEO, and CO-Founder of Podsearch, as he shares his superior knowledge on podcast sponsorship

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Episode 4: Small Business and Podcast Advertising - Should you be doing it?

Small business owners who want to advertise with podcasts, need to be creative with their budget. Yev Pusin, Director of Marketing for Backblaze, is the driving force behind the companies' exciting podcast advertising journey. He provides insight on the best tactics to use when trying to deliver the necessary results for growth.

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Episode 3: How to Advertise on a Podcast with a Small Budget

A challenging topic for small businesses is deciding on the best platforms to use to advertise their brand. We are joined today by Sira Ruedeeniyomvuth, Partnership and Influencer Marketing Manager for Blinkist. In this episode, he explains how they came about podcast advertising and what processes they used to stretch their limited budget to yield amazing results. 

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Episode 2: Need Advice? An In-Depth Look at Podcast Advertising

It’s not often you come across a veteran in the podcast advertising industry. It’s interesting that Smile, a software company, has yielded the benefits of this amazing medium for over a decade. Join us as Greg Scown, Founder of Smile reveals his tactics and best practices for a successful sponsorship.

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Episode 1: Podcast Advertising - Turning Obstacles into Opportunities

Podcast Advertising can be a challenging arena to enter without prior knowledge or experience. In today's episode, we are joined by Rebekah Bek, Marketing Manager for Ahrefs, a software company. She shares her journey of sponsoring podcasts, highlighting her most challenging moments and showing us how converting her challenges into wins has had an incredible impact on their marketing success.

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