Sound Decisions: How Creative Testing Elevates Podcast Advertising

On this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Lynn Kestin Sessler, Executive Producer behind children’s podcasts and video content for Nickelodeon, PBS, and FableVision. With deep experience in both traditional media and digital storytelling, Lynn shares her perspective on creating engaging, age-appropriate content for younger audiences—especially on video-forward platforms like YouTube. She breaks down the unique challenges and opportunities of reaching kids through podcasting, and why an integrated video strategy is essential in today’s landscape. In this episode, we cover: Why YouTube is key to discovery for kid-focused podcasts How to create content that’s both fun and safe for young audiences Strategies for YouTube optimization and audience targeting The balance between audio integrity and visual engagement Ethical considerations when producing for children Whether you’re a brand or creator working in the family and kids space—or simply curious about what it takes to succeed in youth-oriented podcasting—Lynn’s insight offers a smart, strategic lens into a fast-growing segment of the industry.

In this episode of The Podcast Advertising Playbook, host Heather Osgood is joined by Jeff Stormer, Talent Development Manager at True Native Media. With nearly a decade of experience in podcasting, Jeff brings a creator-first perspective to talent recruitment, onboarding, and show development. Jeff shares how his passion for meaningful conversations and relationship-building led him to podcast advertising—and how that same passion fuels his approach to identifying and supporting podcast creators. From evaluating brand readiness to understanding evolving creator mindsets, Jeff offers a behind-the-scenes look at what it takes to thrive on a podcast ad network. You’ll hear Jeff’s insights on: The qualities that make a podcast “brand-ready” What advertisers are looking for in creators today Why excitement and intentionality matter more than perfection How onboarding works at True Native Media and why it's built for long-term success Whether you’re a podcaster looking to monetize or an advertiser curious about what goes into a show’s ad potential, this episode provides a rare look at the human side of talent development in the podcast space.

In this episode of The Podcast Advertising Playbook, host Heather Osgood welcomes Scott Simonelli, Founder and CEO of Veritonic, the leading audio intelligence platform. Scott shares how creative testing empowers brands to produce more effective podcast ads—and why this approach is becoming essential as audio advertising matures. From host-read spots to dynamic creative, Scott explains what really moves the needle and how data can guide smarter decisions without sacrificing authenticity. In this conversation, you’ll learn: How creative testing works in podcasting and why it’s critical for advertisers Whether and how host-read ads can be tested effectively Which elements of creative—messaging, tone, music, voice—have the most impact What surprising insights Veritonic has uncovered through testing How advertisers can use data to optimize live campaigns The right way to balance precise targeting with the trust listeners expect How creative intelligence will shape the future of cross-channel audio advertising If you want to understand how data and creativity intersect to drive podcast performance, this episode is a must-listen.

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Ed Fuller, CEO and Founder of Media Bodies, an influencer marketing agency bridging the worlds of social media and podcast advertising. Ed shares his perspective on why podcast ads aren’t just another media buy—they’re an authentic extension of influencer marketing itself. He offers insights into how brands are evolving their strategies, the role video plays in today’s campaigns, and why measurement is getting more sophisticated. In this conversation, you’ll hear: How Ed’s agency approaches podcast advertising differently from traditional channels Whether podcast ads should be considered influencer marketing—and why it matters The biggest shifts in the podcast ad landscape over the past 12–18 months What metrics clients really care about when measuring success How podcast ads can work alongside other influencer campaigns A behind-the-scenes look at a standout campaign that delivered exceptional results Whether you’re a marketer, agency, or creator, this episode will help you rethink what’s possible when podcasting and influencer marketing come together.

In this milestone 200th episode, host Heather Osgood takes a look back at some of the most defining conversations and insights shared over the years on The Podcast Advertising Playbook. From the early days of educating marketers on podcast ad basics to tackling today’s complex issues around distribution, targeting, and ROI, this episode reflects on how far the industry (and this podcast) has come. Like raising a child, podcasting changes in small, almost imperceptible ways, until you look back and realize just how far it’s evolved. We revisit key themes and takeaways from standout episodes, including: Foundational best practices for getting started in podcast advertising How censorship, piracy, and platform policies are shaping the industry The importance of testing and targeting in successful direct response campaigns Emerging trends in programmatic, consolidation, and content growth Smart strategies for reaching broad audiences and building emotional connection through ads Whether you’ve been with us since episode one or you’re tuning in for the first time, this retrospective offers valuable perspective on the evolution of podcast advertising, and what marketers should be thinking about next. Thank you for being part of our journey to 200 episodes!

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Chris Norton, Founder and Managing Director of Prohibition PR and host of Embracing Marketing Mistakes. With a deep background in public relations and brand strategy, Chris brings a unique perspective on how podcasting fits into a successful marketing mix. Chris shares the journey behind building his award-winning agency and what led him to launch a podcast focused on marketing missteps. He explores the power of earned media in the podcast space and why podcasting offers brand storytelling opportunities that traditional channels often miss. Here’s what we cover in this episode: How podcasting enhances brand storytelling in a cluttered media landscape Why earned media matters in audio and how brands can tap into it The connection between podcast advertising and PR strategy A marketing mistake that led to surprising insights Where creative growth is headed in podcast advertising Whether you're a brand looking to build trust or a marketer eager to refine your podcast strategy, this conversation is full of actionable insights from both the PR and podcasting worlds.

In this special episode swap, Heather Osgood joins Sam Brake Guia on the Mics to Millions podcast for an insightful conversation about what it really takes to monetize a podcast through advertising. As the founder of True Native Media, Heather brings a wealth of experience to the discussion, breaking down the evolving landscape of podcast monetization—from programmatic ads to host-read endorsements and everything in between. Key topics covered in this episode: The pros and cons of programmatic vs. host-read ads Why mid-sized health podcasts are becoming increasingly attractive to advertisers How to build long-term, authentic sponsor relationships Choosing between baked-in and dynamic ad formats What advertisers are truly looking for when they invest in podcasts Smart monetization strategies for shows with fewer than 5,000 downloads per episode Whether you're a seasoned podcaster or just starting to explore ad revenue opportunities, this episode offers clear, practical advice to help you build a sustainable and values-aligned monetization strategy.

In this episode of The Podcast Advertising Playbook, host Heather Osgood is joined by Mark Pafume, Vice President of Sales and Customer Success at Podbean. With years of experience guiding creators and brands through the evolving podcast landscape, Mark brings a fresh perspective on why combining video and audio is no longer just a nice-to-have, it’s a must for growth-minded podcasters. Mark dives into the current media environment and explains why now is a pivotal moment for creators to expand their reach across multiple formats. He offers insights on the unique discoverability challenges (and opportunities) of video-first versus audio-first platforms, as well as actionable tips for podcasters looking to streamline production without sacrificing quality. In this episode, Heather and Mark discuss: Why creators can no longer ignore the power of video The pros and cons of video-first vs. audio-first platforms for discoverability Workflow strategies to reduce burnout when producing in both formats What metrics matter most when tracking multiformat success Common pitfalls creators face when venturing into video Whether you're an audio purist or already dabbling in video, this episode will help you build a sustainable strategy that grows your audience and multiplies your impact.

In this episode of The Podcast Advertising Playbook, host Heather Osgood is joined by Angela Hollowell, Podcast Host and Producer of Honey and Hustle. Angela shares how her podcast centers stories of creative entrepreneurs and changemakers, and why building a vibrant, engaged community around that content has been key to its growth. Fresh off her session at Podcast Movement Evolutions, Angela dives into why community-building isn't just a nice-to-have in today's podcast landscape—it's essential. She explains what it means to create a “thriving ecosystem” around a podcast and how this ecosystem can become a powerful value-add for both creators and advertisers. Key discussion points include: How Honey and Hustle connects storytelling with community-building Common pitfalls podcasters face when trying to build community Why advertisers are paying more attention to audience engagement metrics If you're looking to elevate your podcast's impact—not just through downloads, but through deep listener relationships that attract brands—this episode offers practical strategies and fresh insights from the front lines.

Join Heather Osgood as she sits down with Joe Cilio, CEO and Co-Founder of Forever Dog Productions, to explore how the network has evolved over the past decade—most recently with a bold pivot into video podcasting. Joe takes us behind the curtain on the logistical and strategic challenges of adding video to an audio-first operation, the monetization opportunities (and limits) across YouTube and Spotify, and why visual storytelling matters now more than ever. He also dives into Forever Dog’s innovative approach to talent development, including their groundbreaking work with drag icons through Moguls of Media. In this episode, we cover: What Forever Dog’s transition to video really looked like behind the scenes The monetization model for video podcasts—CPMs, simulcasts, and platform payouts How Forever Dog approaches YouTube packaging, set design, and branding Building successful partnerships with creators What a ten-year-old podcast network is doing to stay fresh in 2025 Whether you’re a podcast creator, advertiser, or strategist, this episode offers a smart, forward-thinking look at where the industry is headed.