Podcast Advertising Playbook

“So, the way that I always love to think about it is for the independent podcaster, True Native Media really acts as a pseudo sales arm.” In over 100 episodes of The Podcast Advertising Playbook, Heather Osgood hasn’t spent a lot of time talking about what we do at True Native Media - but that’s about to change. Heather is joined by our brand new Vice President, Nick Gryniewicz, to tell you everything you need to know about how True Native Media can take your podcast from a hobby to a full-time job.  In this episode, you’ll learn: What True Native Media does for podcasters + advertisers.  The importance of making connections between shows and advertisers.  What goes into a successful advertising campaign?  How the economy is impacting the podcast industry.  What’s next for True Native Media? & exactly why your company should work with us at True Native Media.  This is the perfect episode to round out 2022 and not an episode you’ll want to miss!   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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

“I have to remind people… Let’s just say audio or digital. Audio, in general - it’s a perishable media.”  Once the opportunity to monetize on audio is gone, it’s GONE.  That can sound pretty scary if you’re new to podcast advertising, but the CRO of SoundStack, Rockie Thomas, believes programmatic ads can capitalize on optimization in real time. In our newest episode of The Podcast Advertising Playbook, Heather Osgood and Rockie Thomas discuss:  Programmatic ads & the different ways to work with them The power of personal endorsements  Dynamically inserting ads vs. embedding ads Certain safeguards you’ll find with programmatic ads  Ad choices Rockie advises against Ways to educate people in the podcasting space If you’re looking for a place to start with programmatic ads, you’ve found it.     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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“I’m a sales guy, but if I could sell things and see it affect someone else’s livelihood and go from, you know, doing what was a hobby to doing what they love is part of the love that I have for [the podcasting] space.” If you’ve made it to this episode, you must love the podcasting space as much as we do. And one of the reasons we love it so much is because everyone is so willing to help everyone else.  Which is exactly what Thomas Mancusi, CRO at AudioBoom, did on today’s episode with True Native Media founder Heather Osgood. In today’s episode, Heather and Thomas discuss: -   “Faked-in” Ads -   Sonic Identifiers -   What happens when you have too many ads in one episode -   Predictions for the industry  This isn’t an episode you’ll want to miss!   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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“My biggest encouragement is always keeping an open mind. Keep an open mind and keep very strict reporting.  Both are equally important. And, with those paired, I think you can create a very easy roadmap for successful advertising within the podcast industry.”   One of the cornerstones of successful advertising is always testing new things, but who hasn’t been stuck in their comfort zone before? If you’re currently feeling a little stuck, you’re in the right spot.   In today’s episode, Heather Osgood is joined by True Native Media’s very own account executive, Ame Fuhlbruck.   In her almost two years at True Native Media, Ame has become an expert in analyzing successful podcast advertising campaigns. Ame and Heather discuss:   Content alignment and how to achieve it. The difference between audience targeting and content targeting. Identifying where your campaign is gaining traction. Understanding the listening patterns of your audience. How brand safety plays a role in content alignment. Why you need to keep an open mind in advertising.   To learn more about Ame, visit truenativemedia.com or connect with her on LinkedIn.  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 - True Native Media LinkedIn - https://www.linkedin.com/in/podcastadvertising/

Are you doing everything you can to make a successful podcast advertising campaign?  “Podcast buying, let’s say this tongue in cheek, but it’s hard. It’s not easy…The goal is that you’re getting those really engaged people who, you know, are listening to the host for that content, and they’re gonna convert.” James Ingrassia, EVP Client Services at Oxford Road.  Creating and executing a podcast advertising campaign can get tricky. From identifying your target audience to finding shows that align with your brand messaging, there are a lot of things to consider.  This is why I sat down with James Ingrassia to make sure you feel ready to tackle your next podcast advertising campaign. In this episode, we discuss: Lookalike audiences and how they can influence your campaigns. The similarities between old-school radio ads and newer podcast ads. Why you should be implementing a “how’d you hear about us” survey.  How podcast hosts as influencers impact ad campaigns.  Podcast advertising and why it’s not as easy as you might think To learn more about James, visit Oxfordroad.com or connect with him on LinkedIn.  Read the accompanying blog post here. 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 - True Native Media LinkedIn - https://www.linkedin.com/in/podcastadvertising/

“What an advertiser’s doing with podcasting, they’re really leaning into or capitalizing on the super intimate relationship the host has built with their audience.” Meredith Krantz Vice President, Digital Partnerships at Westwood One. Not all brands utilize podcast advertising, but maybe all brands should. The lack of clear standardization across the podcasting space can make podcast advertising look like the wild wild west, but podcasts have uniqueness and authenticity that can’t be ignored.  The podcast advertising space is growing fast, and Meredith Krantz from Westwood One is here to ensure we’re growing with it. We discuss: Brand Advertising 2.0 Why you need to get out of your marketing comfort zone The impacts of mixing up your creative content What to do when you’re ready to scale your reach  Why your brand should be utilizing podcast advertising To learn more about Meredith, visit WestwoodOne.com or connect with her on LinkedIn.     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 - True Native Media LinkedIn - https://www.linkedin.com/in/podcastadvertising/

"Marketers that continue to copy the Salesforce playbook from 2006 for their 50-person SaaS company will continue to struggle. Nobody in a growth phase can win with this strategy anymore." Chris Walker Founder and CEO of Refine Labs. Buyers are taking an entirely new approach to make a purchasing decision. They are using slack communities, podcasts, social posts, friends' recommendations, and events to find solutions to their problems. Marketers stuck in the old ways will fall off if they don't understand how to use and measure their success with dark social and zero-click content.   One of the most significant issues is marketers don't know how to change their mindset or where to start this new strategy. So I invited Chris Walker from Refine Labs to help us out. We discuss: What dark social means How it is impacting the buying journey How podcasting and podcast advertising is involved How marketers can measure their efforts What the future holds for marketing To learn more about Chris, visit refinelabs.com or connect with him on Linkedin. 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 - True Native Media LinkedIn - Heather Osgood

Podcast Movement is my favorite event of the year. I get to see old friends and make new ones. I network with clients and discuss my favorite topic - anything related to podcast advertising. This year felt so good to see everyone in person ready to do business. Although I don't get to attend many sessions because I am jam-packed with meetings, I have conversations with industry leaders about important topics. These are what I will share with you today. Dynamic ad insertion was a hot topic this year. The main point was how we could make DAI as effective as baked-in ads. How can the industry standardize and put processes in place to improve DAI? Us versus Spotify. There are many independent podcasters and podcast companies at Podcast Movement, so this conversation got many people fired up. (I share some personal thoughts on this in the episode.) The amazing new tech that is developing in the industry. Brand Safety versus Brand suitability - are two very different things. Maintaining a collaborative and inclusive culture within podcasting. There has been growth, but how can we do more? If you attended Podcast Movement 2022, let me know what you learned by tweeting @truenativemedia with your favorite takeaways. P.S - I also have some exciting news to share ( a new company I just launched called The Podcast Broker), so listen to the end to hear more about how you could sell your podcast and make money! Visit https://www.thepodcastbroker.com/ to learn more. ____________________________ Please consider subscribing and leaving a review if you get value from the content. You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - True Native Media LinkedIn - https://www.linkedin.com/in/podcastadvertising/

I don't think we talk enough about brand safety in podcasting. You might ask yourself, "Well, Heather, what is brand safety, and why is it important in podcast advertising?" As Tamara Nelson, Co-Founder of Barometer explains, "Whatever content you advertise on is what your brand becomes associated with, and that can sometimes be a very negative association."  Podcasting is relatively unregulated, so it can create challenges for marketers and brands looking to advertise in the space where anyone can create the content they want. Marketers don't have all of the information at their fingertips to track the ins and outs of every podcast episode, so Tamara has created Barometer to help solve this issue. She also talks about GARM (Global Alliance For Responsible Media) and the guidelines they are creating for podcasting to help mitigate issues for advertisers. GARM is a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetization via advertising. I found this conversation to be highly enlightening and really helped me t understand the difference between brand safety and brand suitability and why we should all be talking about the growth of this industry sector. To learn more, visit Barometer's website. You can also connect with Tamara on LinkedIn. 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 - True Native Media