Podcast Advertising Playbook

On this solo episode of The Podcast Advertising Playbook, Heather Osgood dives into the world of podcast advertising through the lens of reality TV’s favorite matchmaking experiment—Love Is Blind. Spoiler alert: when it comes to ads, love at first listen isn’t always guaranteed. Just like the hopeful couples in the pods, advertisers sometimes enter the podcast space with high hopes but no clear strategy. Heather shares why going in blind can lead to unmet expectations and why partnering with podcast ad experts can help you find your perfect match. This episode is all about setting realistic expectations, embracing the testing process, and building strong, data-driven relationships with your audience. Key discussion points: Why advertisers shouldn’t “go in blind” when launching podcast campaigns The importance of working with experts to guide your strategy How testing and iteration lead to long-term success What to do when your campaign doesn’t go as planned Why every brand should run a test campaign before committing to long-term partnerships Whether you're new to podcast advertising or trying to figure out why your last campaign didn’t work, this episode is a reminder that finding the right fit—just like love—takes time, patience, and a smart strategy.

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Hetal Patel, President of Ad Intelligence at iHeartMedia, to unpack how data, technology, and strategy are shaping the next era of podcast advertising. With deep expertise in media measurement and a front-row seat at one of the industry's biggest players, Hetal shares how iHeartMedia is harnessing ad intelligence to deliver smarter, more effective campaigns—and what that means for brands looking to make an impact. In this episode, Heather and Hetal discuss: How ad intelligence is driving innovation in podcast advertising. The trends shaping how brands approach podcast ad campaigns today. How iHeartMedia uses data to enhance targeting and performance measurement. Advice for brands new to podcasting and measuring ad success. How leaders can stay ahead of fast-moving industry shifts, and more! Whether you're a brand, an agency, or an audio insider, this conversation offers valuable insight into the future of podcast advertising—and how to use intelligence to stay ahead of the curve.

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Matt Shapo, Director of Digital Audio and Video at the IAB, to explore the evolving landscape of podcast advertising—from emerging tech to evolving standards. With podcasting in the spotlight and video on the rise, Matt shares how the IAB is helping guide the industry forward while keeping trust, scalability, and innovation at the center of it all. In this episode, Heather and Matt discuss: The limitations and opportunities of video podcast advertising. How host-read ads are evolving—and where they still shine. What the IAB is doing to improve transparency in programmatic. Whether DAI is helping or hurting the listener experience. Ad load best practices and where the industry can improve. The future of AI in podcast advertising. If you're looking to stay ahead of where podcast advertising is headed—or better understand the standards shaping the space—this episode is packed with insight you won’t want to miss!

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Kirk Martin, host of The Calm Parenting Podcast, to pull back the curtain on what it takes to build a successful show while staying true to your mission. With millions of downloads and a dedicated audience, Kirk shares how he’s grown Calm Parenting into a go-to resource for parents—and why he decided to bring advertisers into the mix. In this episode, Heather and Kirk discuss: The inspiration behind The Calm Parenting Podcast and its evolution. Why Kirk started accepting advertisers and what makes a great brand partnership. How he balances authenticity with sponsorships. Strategies he’s used to grow his audience. What he wishes he had known before starting his podcast. If you’re a podcaster looking to grow your show while staying true to your voice—or an advertiser wondering what makes a podcast partnership successful—this episode is a must-listen!

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Shira Atkins, Global SVP of Business Development & Partnerships at Acast and former Co-Founder & Chief Revenue Officer of Wonder Media Network. With Acast’s recent acquisition of WMN, Shira shares insights on the evolution of branded content in podcasting and where the industry is headed next. In this episode, Heather and Shira discuss: The origins of Wonder Media Network and the market gap it aimed to fill. What Acast’s acquisition means for the future of branded podcasting. The biggest misconceptions brands have about branded content. How brands should think beyond audio to maximize impact. The evolution of podcast advertising and what’s next in 2025. If you want to stay ahead of the curve in branded podcasting, this episode is packed with expert insights!

This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Eric Smith, President & COO of Incremental Media, to explore the evolution of podcast advertising and what’s next for the industry. With years of experience in media and a front-row seat to podcasting’s growth, Eric shares insights on the biggest shifts shaping the space and how advertisers can navigate the opportunities ahead. In this episode, Heather and Eric discuss: The journey of Incremental Media and how podcast advertising became a key focus. The turning point when podcast ads proved to be a major force in media. The most rewarding aspects of working in the podcast industry. The biggest industry shifts that have influenced how advertisers approach podcasting. Common mistakes brands make when entering the space—and how to avoid them. How the industry can balance ad volume with a great listener experience. What’s next for Incremental Media and the innovations shaping the future of podcast advertising. If you want an inside look at the podcast ad industry from a seasoned expert, this episode is packed with valuable insights!

This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Robert Tuchman, Co-founder of Amaze Media Labs, to discuss the evolving landscape of podcast advertising and how technology is shaping audience growth and monetization. With a deep background in media and entrepreneurship, Robert shares his journey into podcasting and the innovative tools his team has developed to help creators and advertisers succeed. In this episode, Heather and Robert dive into: What inspired Robert to launch Amaze Media Labs and how his background led him to podcasting. The importance of aligning product vision with the needs of podcasters and advertisers. How Audiencelift helps creators grow their audience and increase monetization opportunities. Real-world success stories showcasing Audiencelift’s impact on podcast engagement and revenue. The role of technology in improving podcast advertising and the tools podcasters can use to maximize their ad potential. What excites Robert the most about the future of podcasting and where the industry is headed. If you’re looking for expert insights on audience growth, podcast monetization, and the latest innovations in podcast advertising, this episode is a must-listen!

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!