Podcast Advertising Playbook

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Arielle Nissenblatt, founder of EarBuds Podcast Collective, podcast community builder, and passionate advocate for audio storytelling. Arielle has dedicated her career to helping listeners discover new shows and supporting creators in growing their audiences through thoughtful curation and community engagement. In this episode, Heather and Arielle explore: Arielle’s journey into podcasting and what sparked her passion for curating podcasts for diverse audiences. How she selects the shows featured in EarBuds Podcast Collective and the key factors that make a podcast stand out. The evolution of the podcasting landscape—from changes in content and audience behavior to shifts in monetization strategies. The impact of social media platforms like Twitter, Instagram, and TikTok on podcast promotion and audience growth. Why podcast collaborations can be a game-changer for creators and what makes a partnership truly successful. Arielle’s insights on building strong podcast communities and fostering deeper listener engagement. If you're interested in podcast discovery, audience growth strategies, and the power of community in audio, this is an episode you won’t want to miss!

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by James Cridland, Editor of Podnews and a renowned radio futurologist, for a deep dive into the evolution of podcasting and what’s next for the industry. With years of experience analyzing trends, technology, and audience behavior, James brings valuable insights into how podcasting has transformed—and where it’s headed. In this episode, Heather and James explore: The origins of Podnews and what inspired James to create a go-to resource for podcast industry news. The biggest shifts in podcasting over the past five years and how they’ve impacted creators, advertisers, and listeners. Key trends shaping the future of podcasting and what to expect in the next 3-5 years. The ongoing debate around podcast analytics—what’s working, what’s missing, and where measurement is headed. The differences between downloads, streams, and plays—why they matter and what they really tell us about audience engagement. Why podcast players hold back data on listening behavior and what that means for advertisers and creators. If you’re looking to stay ahead of the curve in podcast advertising and industry trends, you won’t want to miss this conversation with one of the most knowledgeable voices in the space!

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Gina Garrubbo, President & CEO of National Public Media, and Bryan Moffett, COO of NPM and SVP of Network Growth at NPR, for an insightful conversation about NPM's approach to podcasting and advertising. The three dive into: NPM’s unique position in the podcasting space, leveraging its 50-year legacy in audio journalism to connect with a younger, more diverse audience. How NPM collaborates with brands to create authentic sponsorships and branded content that resonate with loyal listeners. The balance between ad load and listener retention, and how NPM’s creative and technology help advertisers reach the right audience at the right time. The power of branded podcasts and soundscapes in driving brand awareness, with successful examples from clients like Organic Valley and Capital One. Key insights from NPM’s Transfer of Trust study, highlighting how its audio-first approach results in more memorable and effective brand messaging. And much more! Tune in for an in-depth conversation on how NPM is shaping the future of podcast advertising, delivering high-quality content, and fostering long-lasting relationships with both listeners and brands.

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Andrew Giancola, the host of The Personal Finance Podcast and member of True Native Media's roster, for an insightful conversation about podcasting in the personal finance space and how to successfully monetize a podcast. In this episode, the two dive into: The origins of The Personal Finance Podcast and Andrew’s journey to creating a show that resonates with listeners. How Andrew turned his podcast into a business, navigating the challenges of monetization and building a sustainable platform. Strategies for making complex personal finance topics engaging and accessible for a broad audience. Notable podcast ad campaigns that stood out to Andrew, and what makes effective podcast advertising. Advice for advertisers: What do podcasters wish advertisers knew about podcast advertising to create more successful partnerships? Andrew’s most rewarding moments in his podcasting career, including episodes and topics that have had a lasting impact on both him and his listeners. The future of podcasting in the personal finance space and how Andrew plans to evolve with it. And much more! Tune in for an in-depth conversation on how podcasters can navigate the world of podcast advertising, the challenges of creating engaging content, and the opportunities that lie ahead in the personal finance podcasting space.

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Bob Hunt, Senior Director of Audio at Hearts & Science, to discuss the evolving landscape of podcast advertising and how brands can effectively leverage the medium to engage their audiences. In this episode, the two dive into: An introduction to Hearts & Science and how the agency helps brands create impactful audio strategies. Expert advice for brands just starting to explore podcast advertising and how to make the most of this growing channel. The future of podcasting as a medium, including how it’s evolving to build deeper, more authentic connections with listeners. How Hearts & Science integrates podcasting into larger brand campaigns, and the role it plays within a modern media mix. Emerging trends that will shape the podcast advertising industry in the next few years, and how brands can stay ahead of the curve. And much more! Tune in for an insightful conversation on how brands can navigate the world of podcast advertising and position themselves for success in the years to come.

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Lex Friedman, Founder of Lex Friedman Consulting, to explore his journey and insights in the podcasting space. In this episode, the two dive into: Lex's background and how his experience led him to build a consulting business focused on podcasting. Shifting trends in podcast advertising and how advertiser approaches have evolved over the years. The balance between content creation and technological innovation in the future of podcasting, drawing from Lex's experience at ART19 and Wondery. Promising technologies and trends in podcast advertising that could shape the industry by 2025. Key challenges in audience targeting and measurement, and what solutions could emerge in the next 3-5 years. The evolving role of podcast hosting platforms in delivering better targeting, measurement, and analytics for advertisers. And much more!

This week on The Podcast Advertising Playbook, we dive into the evolving landscape of brand safety in podcasting and explore how it differs from other media like digital ads and social media with Valerie Reimer, VP Ad Tech & Product Partnerships at Acast. From the growing importance of audience trust to the unique challenges brands face when advertising in kids' content, we cover the key factors shaping brand safety today. Plus, we discuss the legal and ethical considerations brands must navigate and what’s on the horizon for the future of podcast advertising. Listeners will dive into: How brand safety in podcasts require more control over tone and trust compared to digital ads or social media. The ways in which brand safety goes beyond avoiding controversy and the necessary focus on relevance, tone, and building trust. Advertising in kids' podcast and key points for strict legal and ethical guidelines for age-appropriate content.

Today on the podcast, we’re excited to feature a conversation from the Signal Award-winning show Podcast Perspectives, produced by our friends at The Podglomerate (the podcast firm specialized in producing, distributing, and monetizing podcasts for high-profile clients including Netflix, PBS, NPR stations, Harvard Business School, and more). Podcast Perspectives brings on audio leaders and industry executives to walk through the biggest news of the day and to go deep on topics that podcasters need to know - like production techniques, IP and rights issues, ad tech, podcasting’s role in media at-large, and more.  On this special episode, we’re featuring their conversation between The Podglomerate’s founder/CEO Jeff Umbro and speaks with Lisa Laporte, CEO of TWiT.tv about the ebbs and flows of ad sales and how to create a meaningful podcast advertising campaign in today’s market. Listen to more episodes of Podcast Perspectives and follow the podcast: https://listen.podglomerate.com/show/podcast-perspectives/ 

This week on The Podcast Advertising Playbook, our host Heather Osgood sits down with seasoned ad delivery specialist from True Native Media, Hannah Gayhardt, to uncover the secrets behind successful podcast advertising. Whether you're new to the space or looking to fine-tune your strategy, this conversation is packed with valuable insights! Tune in to learn more about: What’s a Delivery Specialist’s Role? Learn about the behind-the-scenes work that ensures podcast ads are delivered seamlessly to listeners. Crafting Strong Audio Ads: Discover the key elements that make an audio ad stand out and resonate with your audience. Measuring Podcast Success: Get expert tips on how to effectively track the performance of your podcast ads and optimize for better results. To learn more, subscribe to the Podcast Advertising Playbook 👇 https://www.podcastadvertisingplaybook.com/ _______________________________________________________________ Follow us on social media 👇 X (Twitter): https://twitter.com/truenativemedia Instagram: https://www.instagram.com/truenativemedia/ LinkedIn: https://www.linkedin.com/in/podcastadvertising/ Website: https://truenativemedia.com/ _________________________________ #podcast #podcastadvertising #advertisingagency