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THE PODCAST ADVERTISING PLAYBOOK

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    Podpage: The Website Solution For All Non-Tech Podcasters

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 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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