We’re excited to share that our founder and CEO, Heather Osgood, was recently interviewed by Podcast Business Journal in a wide-ranging conversation about the evolution of podcast advertising, the role of video, and what’s ahead for the industry.
In the piece, Heather reflects on nearly a decade of running True Native Media and the shifts she’s seen firsthand, from the rise of dynamic ad insertion to the growing (and sometimes polarizing) role of video in podcasting.
A few key highlights from the conversation:
- On dynamic ad insertion: “We were leaving 80% of our available impressions on the table. Dynamic delivery changed everything.”
- On video’s rise in podcasting: “As an audio purist, I understand the value of video—but we shouldn’t let it dilute the power of pure audio storytelling.”
- On advertisers’ current focus: “Nine out of ten agencies we speak with are still buying primarily audio. Video can be an add-on, but audio is the priority.”
- On why she launched The Podcast Advertising Playbook: “I wanted to talk to brands who were doing it right—and share those insights with others looking to succeed in the space.”
- On what makes a great ad read: “Authenticity. When a host truly connects with a product, the audience listens—and that’s where real ROI comes from.”
We’re proud to see Heather’s insights featured and even more excited to continue championing sustainable, effective podcast monetization across the industry.