Podcast Advertising Playbook

“If you talk to a lot of younger folks, they say, ‘Yeah, I’ve been watching that podcast.’ They don’t say listening. If you notice, ‘Oh yeah, I watched that the other day.” They don’t say listened.” The increasing overlap between audio and video is a constant conversation we have on The Podcast Advertising Playbook, but our guest today provides new insight. Craig Jordan, SVP of Podcasts & Brand Partnerships at Studio71, peels back to the curtain to reveal what's really happening in the video world.  Tune in to hear him and Heather discuss:  The current state of simulcasting  The importance of intentional listening in podcasting  Secrets to a successful advertising campaign  The future of direct results in podcast advertising  Why video attribution is the biggest thing missing from the industry ______________________________________ 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 final episode of our live at SXSW series isn’t one you’ll want to miss.  First, Heather is joined by Mattia Verzella from Spreaker, where the two discuss:  Concerns with programmatic ads  Why programmatic ads allow you to scale  The importance of transparency  Advancements in technology and what this means for podcast advertising   Finally, Lindsey Jara Wald and Shweta Nalawade from Tinuiti round out our SXSW conversations by discussing:  The advantages of having everything in-house  Podcast ads as middle-of-funnel marketing  Running an advertising campaign that isn’t just podcast 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  

“Because obviously, a 30, 60, or 90-second ad could be effective, but [branded podcasts] are more of a longer-term strategy of building a community around that like specific program.”  In the third installment of our Live at SXSW series, Heather is joined by Camille Laurente from Hueman Group Media and Michael Kropko from Ad Results Media.  First, Camille gives listeners a crash course on branded podcasts. She and Heather discuss:  The importance of trust when creating a branded podcast  How to make branded podcasts sound more human and less corporate  Next, at around 14 minutes, Michael shares his insights from being a part of Ad Results, one of the largest podcast ad buyers in the space. Tune in to hear:  Why they consider triangulation to be the gold standard  Different approaches to simulcasting and ‘vodcasts’  How to reach someone across different forms of media  Whether or not advertisers are buying both audio and video ______________________________________ 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 our second live interview from SXSW! In today’s episode, Heather is joined by A.J. Feliciano from The Roost and Cameron Hendrix from Magellan AI.  First, tune in to hear Heather and A.J. discuss:  Why viewership is as important as listenership  The importance of making your ads fun  Choosing where to put advertisers with both video and audio Then, starting at 19:06, Heather and Cameron discuss: Magellan AI’s new pixel-based attribution  The death of the cookie and its role in attribution tracking  How YouTube can affect current attribution tracking results  ______________________________________ 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  

We’re doing things a bit differently in the upcoming weeks. Our host, Heather Osgood, spent last week at SXSW with some of the best industry professionals in the podcasting space. Our next few episodes will feature conversations filmed at SXSW.  This episode features Rob Peterson, the Director of Marketing at Good Karma Brands.  Tune in to hear him and Heather discuss:  Why big brands like ESPN might choose podcast advertising  Tips for running a successful test campaign  Why it’s important to get more people to listen to podcasts  The importance of keyword searching  ______________________________________ 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 think if you marry the right buying tactics to hit the client’s objectives, [podcast advertising] could really work for everyone. I think it’s just a matter of being very considerate and looking at putting together the best campaign possible.” On this week’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by Stephanie Bower, Director of Audio at Horizon Media. Stephanie shares insight from her several years of experience in the industry to help listeners determine how to create a successful podcast ad campaign.  Tune in to hear Heather and Stephanie discuss:  The importance of a holistic evaluation for hosts as content creators  Where programmatic ads fit in the media mix  How simulcasts on YouTube can affect advertising  Why we might be able to look to YouTube to see the ways podcasting might mature  ______________________________________ 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 think as people’s attention spans are getting smaller and smaller, you have to get more and more, and more and more, hits in their brain.”  We spend a lot of time here at The Podcast Advertising Playbook talking about how to target your audience. How there are various demographics you should use to build your target audience and make sure they hear your ad. But what if your company has a broad audience? How do you target for a company that, theoretically, anyone could benefit from?  Tune in today’s episode to find out.  Yev Pusin, the Senior Director of Marketing at Backblaze, joins Heather Osgood. Listen now to hear them talk about:  How the advertising landscape has shifted to prioritize podcasts. Ways to identify shows to partner with when your audience is incredibly broad.  Different ways to target listeners.   Where bad ads lose listeners.  The biggest barriers to direct response advertising.  Ways to build an emotional connection during an ad read for a product that isn’t “sexy.”  ______________________________________ 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

“We like to say we choose people over programming. We have really great vendors, like True Native, and partners that we’ve worked with over the years, and there are new ones coming into the space, but you know your inventory, you know the shows. We trust you.”  Content is changing - podcast hosts don’t just do audio anymore. Instead, they’re branding out to different forms of content and including those in podcast advertising deals. To help us navigate the ever-changing world of content, Kirsten Tannen from Direct Results joins Heather on this week’s episode of The Podcast Advertising Playbook.  Tune in to hear: Why content silos are disappearing What data influences good buying decisions How to vet podcasts to ensure a good campaign  How the concept of “lean in listening” impacts results  Tips for how companies can succeed with podcast advertising ______________________________________ 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 

“[Podcast ads are] a way to get them to the site, which then allows us to initiate all other communication.”  In today’s episode of The Podcast Advertising Playbook, Heather Osgood is joined by David Dahle, the Chief Operating Officer at Tanasi. David’s advertising strategy is a bit different than most since his company deals with CBD - which means the rules of advertising are much stricter.  Tune in to hear Heather and David discuss:  Advertising challenges with CBD Why some podcasts work better than others for advertising  The importance of gifting product samples to your hosts  ______________________________________ 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