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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! -
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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! -
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/
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Website: https://truenativemedia.com/
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This week on The Podcast Advertising Playbook, we’re joined by Chris Bowlby, SVP of Sales at Soundrise, for an in-depth look at the dynamic landscape of podcast advertising. We explore key topics such as ad load, spot placement, and transparency issues, as well as the impact of Soundrise's partnership with PRX on non-profit podcasting and programmatic ad sales. Plus, we discuss the vital role independent podcasters play in shaping the future of podcast advertising.
Tune in for insights on:
Navigating the intricacies of ad load
The rise of programmatic advertising in the non-profit sector
Key comparisons between podcasting and CTV
And much more!
To learn more, subscribe to the Podcast Advertising Playbook 👇
https://www.podcastadvertisingplaybook.com/
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Follow us on social media 👇
X (Twitter): https://twitter.com/truenativemedia
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LinkedIn: https://www.linkedin.com/in/podcastadvertising/
Website: https://truenativemedia.com/
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This week on The Podcast Advertising playbook, our host Heather Osgood breaks down how companies with zero podcasting experience can take the first steps to dive in, even on a budget. We’ll discuss simple strategies for leveraging podcast interviews, reaching new audiences, and creating a podcast that connects with customers on a deeper level.
Key Takeaways:
Interviews as a Low-Cost Entry Point: Start by guesting on established podcasts to build credibility and reach.
Targeted Podcast Outreach: Focus on shows that align closely with your product or service for maximum impact.
Creating a Company Podcast: Use your own show to engage with potential clients and create meaningful conversations.
Exploring Podcast Advertising: Learn how podcast ads can be an effective way to extend your brand's reach.
To learn more, subscribe to the Podcast Advertising Playbook 👇
https://www.podcastadvertisingplaybook.com/
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Follow us on social media 👇
X (Twitter): https://twitter.com/truenativemedia
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LinkedIn: https://www.linkedin.com/in/podcastadvertising/
Website: https://truenativemedia.com/
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This week on The Podcast Advertising Playbook, our host Heather Osgood sat down with Stew Redwine, VP of Creative Services at Oxford Road and Oskar Serrander, Co-Founder and CEO of Wondercraft, to explore the transformative role of AI in the podcast industry. From revolutionizing podcast ads to navigating ethical challenges, we dive into how AI tools are reshaping the way we create, measure, and distribute content. Whether you're a podcaster, advertiser, or AI enthusiast, this conversation uncovers the current landscape and future possibilities for AI-powered podcasting.
Tune in to hear more on:
Lord of The Rings & Home Alone (kidding, kind of...)
How AI is currently enhancing the creation of podcast content, from automation to personalization, and what the future holds
How AI tools are helping craft more compelling, data-driven podcast ads while also discussing potential risks and ethical concerns
How AI is changing the way we track and analyze success in podcasting, with new metrics and insights for creators and advertisers
And more
To learn more, subscribe to the Podcast Advertising Playbook 👇
https://www.podcastadvertisingplaybook.com/
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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/
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"What I thought was fascinating was some of the talk about content and influencers and what we talked about at the beginning, how people buy from people they trust...people trust creators more than brands."
This week on The Podcast Advertising Playbook, our host Heather Osgood, sat down with E.B. Moss of Moss Appeal to discuss their journey from representing the same podcast to becoming powerful female entrepreneurs. Tune in to hear more on:
Swing dancing (yup, you read that right)
Similarities between podcasting and CTV
The rise of integrated podcast campaigns
Controlling ad frequency & more!
To learn more, subscribe to the Podcast Advertising Playbook 👇
https://www.podcastadvertisingplaybook.com/
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X (Twitter): https://twitter.com/truenativemedia
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LinkedIn: https://www.linkedin.com/in/podcastadvertising/
Website: https://truenativemedia.com/
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“I feel like one of the big [missing pieces] is [tackling] frequency. That is something we’re working on trying to control more with our partners. So a definite need is refined frequency tools, and maybe understanding how much market share we are taking from our competitors”
This week on The Podcast Advertising Playbook, our host, Heather Osgood, sat down with the Associate Director of Digital Media at Veritone One, Maggie Beyer, to discuss the state of the podcast market. In this episode, the two breakdown:
Interesting happenings taking place at Veritone One with customers and focus areas to meet industry needs
Unpacking the industry-wide conversation on frequency and frequency capping
The role audio plays in a successful, full-funnel media mix,
And more!
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To learn more, subscribe to the Podcast Advertising Playbook 👇
https://www.podcastadvertisingplaybook.com/
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Follow us on social media 👇
X (Twitter): https://twitter.com/truenativemedia
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LinkedIn: https://www.linkedin.com/in/podcastadvertising/
Website: https://truenativemedia.com/
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