Scaling Smarter: The Next Phase of Podcast Advertising

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Eric Smith, President & COO of Incremental Media, to explore the evolution of podcast advertising and what’s next for the industry. With years of experience in media and a front-row seat to podcasting’s growth, Eric shares insights on the biggest shifts shaping the space and how advertisers can navigate the opportunities ahead.

In this episode, Heather and Eric discuss:

• The journey of Incremental Media and how podcast advertising became a key focus.
• The turning point when podcast ads proved to be a major force in media.
• The most rewarding aspects of working in the podcast industry.
• The biggest industry shifts that have influenced how advertisers approach podcasting.
• Common mistakes brands make when entering the space—and how to avoid them.
• How the industry can balance ad volume with a great listener experience.
• What’s next for Incremental Media and the innovations shaping the future of podcast advertising.

If you want an inside look at the podcast ad industry from a seasoned expert, this episode is packed with valuable insights!

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