Podcast Advertising Playbook

With the podcast advertising landscape changing so rapidly in the last 6 months, I want to take a moment and talk about the trends I am seeing and my predictions for the next 6 months. I will cover: 1. The rise of programmatic ads and how this will positively affect host-read ads. 2. What dynamic insertion is lacking. 3. The lastest thing advertisers require for their ad campaigns. I would love your take on these, so message me on Linkedin. As of this month, we are moving to bi-monthly episodes. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

"In our world of attribution, it has really shifted from being a nice to have to a need to have. We see agencies and brands who will not buy podcast advertising if they cannot get attribution." Sarah Cotenoff, Co-Founder and Head of Partnership at Podsights, joins me today to discuss how podcast attribution is changing and impacting the way advertisers are buying podcast ads. We talk about how Podsights is reacting to the new needs of brands, and why data has become so important in podcast advertising. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Martha Gallant, Growth Marketing Manager, joined us to talk about how Helix Sleep, a mattress company, took its podcast advertising strategy to the next level and ended up seeing amazing results. She shares some insightful best practices that they implement with each campaign and tells us about how they specifically approach their buys to build strong, lasting partnerships. In addition, Martha knows selecting podcasts to partner with is both art and data combined and walks us through her selection process. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Bart Roselli, SVP Growth for Veritone One, shares some powerful information about how brands can utilize the benefits of dynamic ad insertion to drive campaign goals. He also talks about some of the challenges of dynamic ad insertion and how Veritone One overcomes those issues. Finally, Bart also discusses the major differences between embedded ads and dynamic ads and why host read ads will never disappear. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

More and more companies are joining the podcast ad space, which is very exciting. But the more companies investing in ads, the tricker it becomes to decide the best course of action to take. In this episode, I break down the 5 different ways you can buy podcast ads based on the type of ad you are looking for (programmatic or host read.) _____ ➜ WE DROP NEW EPISODES EVERY WEEK, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter | Linkedin | Facebook | Youtube For more information, visit: truenativemedia.com heatherosgood.com See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

If you don't know how much money or budget to set aside for your podcast ad campaign, you need to listen to this episode. I will go over the different options and recommendations to follow when creating a podcast ad campaign. I will also share key factors that influence the pricing range in podcast ads. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Advertisers are constantly looking to level up their podcast advertising campaigns. So today, I will share my top 8 tips for building effective podcast ad campaigns that you can include in yours to improve your results and drive more sales. Want to work with us? Contact [email protected]. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

When companies like Slack, Charles Schwab, Adobe, and Facebook come to you to create branded podcasts, you know you are doing it right. Steve Pratt at Pacific Content has created some of the most memorable branded podcasts, and he joined me to talk about why he has been so successful. He shares his expert knowledge of making branded podcasts that people want to listen to and why the most important focus is not your company but your audience. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Sam Katz, from Marketsmith Inc, joins me on the podcast to talk about his experience with reaching the ever-growing on-demand generation that is opting out of advertising. We talk about how brands and marketers can gain insights from the changing landscape of consumer behaviors by immersing themselves in their habits. We also discuss how podcast advertising can play a crucial role in connecting brands with the unreachable audience that has disengaged from other types of channels. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, I play three different ads and break down exactly what makes each one a quality ad-read and how their approach drives sales. Here are a few points I discuss in the episode: - The importance of why a host must try the product/service first. - What makes an authentic and organic ad read. - The best way for the host to combine talking points and personal experience for a powerful impact. - How the content of the podcast affects the type of ad read a host will provide. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A podcast host provides a direct link to their audience that goes well beyond a 3-second scroll-by that you get with Instagram influencers. Shreya Sharma from Inside Podcasting talks about how marketers are not educating themselves about their audience who are deeply passionate about audio. She also discusses how we need to bust the myth that podcasting data doesn't exist, and more marketers need to understand the value of host-read ads. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Review Episode: This brand came to me to help them with their campaign formula because it wasn't working. I break down the podcast sponsorship campaign they had run, share what they did well and what they should change to turn their next podcast sponsorship campaign into a total rockstar success. Pros & cons of the selected podcasts. The number of podcasts. Which target audience would have worked better. Delivery & frequency of the ad placements. Why the ad reads had the biggest impact. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Every year The Infinite Dial Study comes out and it covers really important podcast listener statistics for advertisers and podcast industry professionals to use to help influence and increase performance. Today, I break down the most important stats to consider. Want to work with us? Contact truenativemedia.com See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Chris Cunningham, a Managing Partner at C2 Ventures, an early-stage venture fund out of New York, joined me on the podcast to talk about the nature of investing in the podcasting industry. He shares some great insights into what investors look for when backing a podcast company, what he sees happening with all the acquisitions in the space, and what lies ahead for the industry as it matures. To learn more about C2 Ventures, visit https://www.c2ventures.co/. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, I will talk to you about how podcast hosting providers stack up, why it's important for you as an advertiser to understand them, and how their differences affect your ad campaign. Want to work with us? truenativemedia.com See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

My goal for this podcast has always been to create an educational resource for anyone interested in podcast advertising. So, in today's episode, I thought I would answer some of these pressing questions. - Targeting specific regions & times of the day. - Downloads versus impressions. - Why are dynamic ads priced by the month? - How can you align ads with content? - Does the length of the podcast play a part in better ad performance? - How can an advertiser avoid being in an ad stack? and more See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

While host-read ads are extremely effective in podcasting, they may not be the best fit for your marketing mix. So, I invited Stephanie Donovan, SVP of Publisher Sales at Triton Digital, to join me to talk about podcast programmatic ad buying. In this episode, she shares her expert knowledge on what advertisers and podcasters (publishers) can expect from programmatic ads, the differences between host read and programmatic ads, and how to incorporate them into your marketing strategy. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In today's episode, I break down all the best practice tips I have for marketers looking to succeed with podcast ads. I cover the following: Different ways to buy ads and their pros and cons. How to identify shows to advertise with. The best ways to measure results for direct response campaigns. Why testing is critical to success. Please subscribe and reach out to me with any other questions you have at True Native Media if you enjoy the content. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

One of the biggest issues for advertisers interested in podcast advertising is no centralized platform to find quality shows. Podchaser, also know as the "IMDb for podcasting," has changed the game. Bradley Davis, Founder, and CEO of Podchaser, saw a huge gap in the market and created a comprehensive podcast database that advertisers can use to find podcasts within their niche. In this episode, he shares what crowdsourced is data is available and how to search the platform. Visit podchaser.com See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

I have the pleasure of speaking to one of the strong female voices in podcast advertising, Caila Litman, from Condé Nast. She shares her view of how podcasting and podcast advertising has a huge impact on the future of audio and how massive umbrella brands are utilizing podcast advertising to promote their smaller, indie brands. To connect with Caila, you can email [email protected]. Visit truenativemedia.com for more information on podcast advertising. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Tom Webster is the SVP of Edison Research and has been podcasting’s lead analyst for 15 years. He is the principal author of The Podcast Consumer Edison’s annual look at podcast listeners' demographics and habits. Tom joins the podcast today to talk about changes in the podcast ad space and what holds many marketers and media buyers back from taking on the marketing channel. Plus, why he is an advocate for all types of podcast ads. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Podcasts have become the new stage for brands, coaches, and influencers to reach a new audience. If it's part of your growth strategy to be on more shows or to find more guests to interview, you need to listen to this episode of The Podcast Advertising Playbook. Alex Sanfilippo from PodMatch joins me to talk about his best practices and how his company helps you find quality guests and shows. This was a live stream that has been made into a podcast episode (of course 😉 ) See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What Fresh Hell: Laughing In The Face Of Motherhood took their income and tripled it in one year by switching their show to dynamic ad insertion. By doing so, they were able to access their back catalog of evergreen content and monetize it. Amy Wilson joins me on the podcast to talk about her experience and what it takes to set up a podcast for dynamic insertion. If you love our content, please subscribe! See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Daniel Conn's unique company, ThoughtLeaders, takes the intelligence from YouTube and newsletters to help advertisers sell on podcasts. In today's episode, Daniel tells us how leveraging data from other content creators (predominantly long-form) has helped shape how advertisers are buying ads in podcasting. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

If you don't know, I host a live stream, Wednesdays at 10am PST/1pm ET. I get all these amazing industry people to come on and share their thoughts about podcasting, podcast advertising, and life. Evo Terra has been podcasting for 16 years. He has seen it all when it comes to the podcast industry, and I enjoyed having him live to talk about his experience. I put together the highlights from our chat. I hope you enjoy it! See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What is the difference between social media ads and podcast advertising? I get this question a lot. There is one huge differentiating factor, and I discuss it in today's episode. Don't forget to subscribe for weekly insights into podcast advertising. You can reach me to start an ad campaign at [email protected] See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The number one mistake new podcast advertisers make is they only go with the genres that match their brand or product. This drastically limits options and doesn't leverage the full potential of their ads. In this episode, I discuss how diversifying your podcast genres can help to drive more conversions. Don't forget to subscribe for weekly insights and tips about podcast advertising. https://www.podcastadvertisingplaybook.com/ https://truenativemedia.com See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

With the explosive growth in the podcast ad industry, many marketers ask the question: How does podcast advertising work? From Incremental Media, Eric Smith joins us on the show today to talk about how to leverage podcast ads, why they are unique, and some of the challenges advertisers face when they are new to the marketing channel. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Podcast Listeners are the perfect customer for audiobooks, and the best way to reach them is through podcast ads. Do you have an audiobook you are ready to sell? I joined Thomas Umstattd on his podcast, The Novel Marketing Podcast, to discuss how authors can use podcast ads to sell books. I loved the value this interview provided so much that I asked Thomas if I could share it on my podcast to benefit my listeners. So check out my recommendations, and enjoy our fantastic conversation. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

It's important for advertisers to know what options are available when purchasing podcast ads. With the addition of streaming ads now available, I thought it was a good time to break down the four different options. Embedded Ads Dynamically Inserted Ads Programmatic Ads Streaming Ads. I go into details about which one works best for different specific campaign needs. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Cameron Hendrix, Co-Founder of Magellan AI, joins me to talk about how his company has become a powerhouse in the podcast industry and their strategies behind collecting data. Magellan AI captures all ads. Host-read or pre-recorded, baked-in, or dynamically inserted. Using machine learning to process hundreds of thousands of podcast episodes, Magellan AI has created the world's largest database of podcast advertising data – covering activity by 19,000 brands across over 30,000 podcasts. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

As consumers become less accessible and more focused on on-demand content, marketers see a shift in their paid media results. But, with 79% of podcast listeners saying they don't mind ads, marketers are flocking to try out new campaigns to diversify their ad spend. I discuss the power of endorsement, no ad clutter, innovation, and production cost in today's episode. Podcast ads are becoming increasingly attractive to marketers, and you should get on board before it's too late. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The true conversion rate of podcast advertising has always been an issue because there has been limited data available until now. Podsights is the new standard in attribution technology that brands and agencies use to measure and scale their podcast advertising. Brigid Judge, Director Of Partnerships, and Havilland Voss, the Data Analyst, from Podsights, dig deeper into what data podcasts have to offer and how Podsights is leveraging this knowledge for their clients. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Rob Greenlee, VP of Content and Partnerships, Libsyn, joined me as my first live stream guest to talk about what is happening in the podcast industry. We cover a variety of topics like the Podcast Academy, what the future holds for podcast advertising, and why we love ad tech innovation but are also concerned about what it will do to the trust relationship between the host and the listeners. You can watch the live stream here: https://youtu.be/8Ox9pHXtuTw See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

There are now over one million podcasts available, but not all are interested in sponsors. So today, I break down the 4 best ways to find podcasts to advertise on. I cover connecting with podcasts individually, podcast networks, podcast representation agencies, and podcast advertising agencies. To learn more about our company, True Native Media, visit truenativemedia.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

"It's a great channel for brands to start in who are moving towards more demand-based marketing. People like investing in it because the production costs are low, but it's still an offline channel, and you still have to have the pipes on the backend ready for it." Krystina Rubino I enjoyed talking about my favorite subject with Krystina, a veteran digital marketer who pioneered podcast advertising at Right Side Up. We covered all the nuances and peculiarities of podcast advertising. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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 See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.