“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  ..read more

“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 aroun ..read more

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 ..read more

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 searc ..read more

“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:  ..read more

“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 ..read more

“[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 you ..read more

Podcasts have been around for 20 years, and in those 20 years, podcast ad buying has been evolving and evolving.  It can be so daunting for new buyers in the space to start their first campaign because oftentimes, no one tells them where to start, which is why I created this episode as a one-stop shop for anyone who needs an introduction to podcast ad buying.  Some key things you’ll learn in this episode are: The two main ways to buy podcast ads.  The differences between the different types of ads (host-read, announcer read, producer read, etc.) How to define a download and imp ..read more

“What’s interesting about programmatic is that it has a life cycle.” Our first guest of the year is Tomas Rodriguez, Senior Director of Audio Partnerships at The Trade Desk - and he answers ALL of our questions regarding programmatic ads! Tune in to learn more about: How The Trade Desk is changing the game in programmatic advertising Why podcasting is in a different programmatic stage than other industries  How transparency impacts programmatic ads  The hidden impact it can have in localized campaigns  The COVID-19 impacts we’re still dealing with  _______________________ ..read more

“The other thing to consider is that you have a lot of competitors in your space - that are advertising on podcasts. And you’re all going to the same podcasts to advertise. Then really, what you’re doing is cutting into your ability to really stand out and not be there right next to your competitor.” We’re going back to the basics on today’s episode of The Podcast Advertising Playbook.  Join Heather Osgood as she shares her best tips to ensure advertisers are successful when they venture into podcasting advertising. These tips include: Choosing the right show or genre  Standing out ..read more