Podcast Advertising Playbook

Welcome to Episode 3 of our Podcast Advertising Mini Masterclass! Make sure to catch up on our Mini Masterclass by listening to the last two episodes. Next week, we’ll release our final episode to round out this series.  Today’s episode is all about talking points and CTAs.  What should your talking points to hosts look like?  Why are talking points so important?  How can you have a strong call to action?  ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

Welcome to Episode 2 of our Podcast Advertising Mini Masterclass! Over the next few weeks, we’ll be releasing new episodes that serve as masterclasses on different aspects of podcast advertising. If you haven’t yet, make sure you listen to last week’s episode.  Today’s episode is all about targeting.  Why is targeting so important?  What kind of targeting is available?  Who can you target?  ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

Welcome to Episode 1 of our Podcast Advertising Mini Masterclass! Over the next four weeks we’ll be releasing four new episodes that act as a masterclass to different aspects of podcast advertising. Today’s episode is all about what to do before you start your campaign.  What are your goals?  How do you establish your brand? How are you going to buy ads?  ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“But, I think when you talk about programmatic, it really comes down to everything that is not hot read or sponsorship through the show.”  In today’s episode, our host, Heather Osgood, is joined by Paul Lajoie, a seasoned professional and the Director of Brand and Agency Partnerships at Triton Digital, a leading SSP (supply-side platform) in the podcasting industry.  Tune in to hear the two discuss:  CTV and shifting those ad dollars into podcasting  What an SSP is and how Triton Digital is a flagship company  Scalability within programmatic advertising  How an increase in transparency leads to a rise in brand safety  Who handles different ad buys with an omnichannel approach  ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

This solo episode features our host, Heather Osgood, and she answers questions about a hot topic in advertising: Share of Voice.  According to Sounds Profitable, Share of Voice refers to the percentage of impressions that one advertiser receives measured against the total impressions within a specific ad position or an entire episode.  Tune in to hear Heather discuss Share of Voice and how it works in tandem with episodic separation and overall ad load.  ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“But the thing that I love about podcasting, even still today, is that the film industry is so gigantic, and there are so many stakeholders and different voices involved in making any kind of decision. Podcasting, when I first got into it, still felt like the silent movie days. Like we were all kind of a bunch of amateurs jumping into this business and figuring it out.”  In today’s episode, our host, Heather Osgood, is joined by Ben Mathis, the Chief Content Officer at Airwave. Ben shares his journey to becoming the Head of Content at Airwave, a podcast network of over 100 podcasts and YouTube channels, and his opinions on the current podcasting landscape.  Tune in to hear Heather and Ben discuss:  Why advertisers need to consider the type of content just as much as the audience demographic  Breaking the stereotypes often associated with different genres of podcasts  What to consider in terms of brand safety and content alignment  The state of content integration with other channels like YouTube and Newsletters The dangers of too narrowly defining podcasts  ___________________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“If we’re truly going to hit our goals, it’s going to be essential for us to offer, all in unison if possible, the same opportunities to invest in podcasting that advertisers have in the video and the rest of the audio space.”  In today’s episode, host Heather Osgood is joined by John Fitzgerald, the EVP of Ad Sales at DAX US. Tune in to hear Heather and John discuss:  The shift in advertisers being interested in the whole package, not just podcasts Is it true that you should only advertise on the top 1% of podcasts?  What level of targeting actually exists for podcasting?  The benefits of taking a broad approach to selecting shows ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“When we’re talking about that host read endorsement piece, it is really important that you have exclusivity because it feels inauthentic as the listener is being recommended products, right? Like maybe a little bit of whiplash, last week you said this product was great, and now you’re saying something else with a similar product.”  A lot goes into making a good ad read. It’s your job as the brand to set your hosts up for success by sending them talking points about the product, but still letting them have their creative freedom. Additionally, once you have a good ad, making sure you have exclusivity with the show ensures that the ad remains authentic.  Tune in to this week’s episode to hear our host Heather Osgood discuss:  Exclusivity and why it is important with host read ads  The importance of making sure your programmatic ads are categorized right  How to set your host up for success to create a great ad read  Why giving a host a script isn’t always the best idea  How to create good talking points about your product ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

It’s our favorite time of the year at The Podcast Advertising Playbook - time for the IAB’s Podcast Advertising Revenue Report! We love this report because it has everything to do with revenue in the podcast and advertising space: How much did we bring in? Did we hit our goals? What are we expecting to achieve?  In this solo episode, host Heather Osgood breaks down the report, sharing key highlights and her opinions on what this means for the industry's future.  Read the report here: IAB Podcast Advertising Revenue Report  ______________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“I do worry about that. We don’t want podcasting to turn into other mediums where it’s just cluttered and kind of white noise. The ads work because we’re respectful of the listener.”  Podcasts are constantly changing and evolving — the podcasts we have today are incredibly different from the podcasts we had ten years ago. To help us keep track of the changes is Greg Glenday, the Global Chief Business Officer at Acast. Greg is a longtime podcast enthusiast, and the perfect person to discuss the evolution of podcasting and what the future might hold.  Tune in to hear him and Heather discuss:  What Acast is doing for podcasting  How has podcasting evolved with other forms of media?  The importance of making your ads compelling  ____________________________________________ More of a visual person? Watch this episode on YouTube.  Ready to learn more? Check out our blog for more podcast advertising tips.  If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - Heather Osgood LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook