Podcast Advertising Playbook (Heather Osgood)

How is censorship, distribution criteria, and pirated podcast affecting the podcast industry? I talk about the latest issues plaguing podcasts at the moment.

“We cannot continue to sign contracts that say the ad is going to live in the episode forever.  That’s right. You heard it - forever.” Today, Heather Osgood is back with a solo episode to discuss the changes she’s been seeing in the podcast industry.  This includes: Faked in ads and why we need to start calling them what they are.  Ways to make dynamically inserted ads more successful.  Why we should move towards a pure CPM pricing model.  The podcast industry is changing… are you able to keep up?  ________________________________________ 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 - 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

Have you ever wondered how advertisers know if their brand initiatives are working correctly? I am a huge proponent of data and Jeff Vidler, Founder of Signal Hill Insights is helping podcasts and advertisers measure their efforts with brand lift studies, surveys, and more.    “One thing we do have with podcasting is we have digital data that gives us census level data as a baseline that we can use and work from that and really give advertisers a chance to see how the mediums working.”   Jeff is able to work closely with other companies, such as Triton Digital, to blend survey and census data together to get a clearer picture of who is listening.    “You've got apps, like Spotify, that will give you demographics, but that's filtered through who uses those apps. It's not necessarily a reflection of their entire audience. There are household graphs that you can get, but IP addresses are not personal. So we think that surveys are an important step toward getting demographics into podcasts measurement.    To connect with Jeff, reach out to him at jeff@signalhillinsights.com or visit their website: https://signalhillinsights.com/   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/

It is rare to find a podcaster who has been productively selling ads for several years in podcasting. So when we asked Samantha to join us on the podcast to talk about how she has been so profitable, she was happy to share her advice for advertisers and podcasters looking to build long-term relationships. "I think that advertising isn't the right choice for all podcasts out there. It depends on the type of podcast that you have, the kind of message that you're bringing to the world, and what kind of monetization strategies that you're planning to partake in." To connect with Samantha, visit Pineapple Podcasting or reach out to True Native Media for advertising opportunities.

“No one is really special… You have the same problems as everyone else, and if you can connect with some sort of empathy to the problem that’s being solved by this [product], I think you will find an audience in the sponsorship.”  We’ve all heard a podcast host start an ad read by saying, “I SWEAR I’d never promote a product I didn’t love and use every day.”  As consumers, this transparency is part of the reason we love podcasts, but is the host being too selective? Could they ethically promote a product they don’t use but think could be beneficial to their audience?  That’s just one of the questions Heather Osgood and her guest, Lindsay Graham, Airship CEO, tackle on the newest episode of The Podcast Advertising Playbook.  Heather and Lindsay also discuss: Host read ads vs. producer read ads. A guide to constructing a good ad.  How advertisers can set their hosts up for success.  What makes up a bad ad.  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

Martha Gallant, Growth Marketing Manager, joined us to talk about how Helix Sleep, a mattress company, took its podcast advertising strategy to the next level and ended up seeing amazing results. She shares some insightful best practices that they implement with each campaign and tells us about how they specifically approach their buys to build strong, lasting partnerships. In addition, Martha knows selecting podcasts to partner with is both art and data combined and walks us through her selection process.

In this episode, I play three different ads and break down exactly what makes each one a quality ad-read and how their approach drives sales.  Here are a few points I discuss in the episode: - The importance of why a host must try the product/service first. - What makes an authentic and organic ad read. - The best way for the host to combine talking points and personal experience for a powerful impact. - How the content of the podcast affects the type of ad read a host will provide.

Johnny, a self-proclaimed data nerd and passionate podcaster, has found the secret formula for creating a very targeted podcast audience. In this episode, he shares his tricks and tips for podcasters and advertisers to dig deeper into their listeners' persona than ever before. He tells us how to leverage different tools to gain more insights and why messaging is the key to conversion. Learn more about Johnny's company LaunchPod Media.

What happened to all the podcasting acquisitions last year? Why is the industry hating on programmatic ads? Is YouTube muscling its way into podcasting? I welcome Bryan Barletta from Sounds Profitable back on the show to share the inside scoop on what's happening with podcasting. Bryan is a very well-connected industry expert that recently joined the IAB to help move the industry forward and innovate in the space. Whenever I need to know what's going on behind the scenes, Bryan is my go-to resource. He also shares his valuable knowledge through his newsletter, Sounds Profitable. I highly recommend you subscribe! So, grab a drink, and let's get started :) _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter | Linkedin | Facebook | Youtube

In this episode of The Podcast Advertising Playbook, Heather shares what the best approach to podcast pricing is, how to get the most from dynamic ad insertion or embedded ads; and why you may pay more for a niche demographic.

“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

“I think we kind of owe it to ourselves as publishers to remember what made podcast ads so effective in the first place - they actually sounded authentic.” NPR is one of America’s largest media companies - so they must be doing something right! In today’s episode, Heather Osgood is joined by Brett Robinson, Senior Vice President of Ad Operations at NPR. During their conversation, they discuss:  Ways the podcast industry has changed over the years.  How ads are run at a non-profit.  The importance of building trust between a brand and listeners.  Why you might be missing out if you’re not using contextual targeting. Challenges facing programmatic ads.  What a lead ad is and why you should be running them.  ________________________________________ 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 LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

“It’s amazing how many layman people out there who aren’t in the marketing and advertising world don’t realize that there’s actually a connection between, “of, if I go buy this product, it helps the host’... That authentic request is so important.” We’ve said it before, and we’ll say it again - podcast advertising is so successful because of the relationship the host has with their audience. That relationship is ultimately what the brand is purchasing when they buy an ad campaign.  But with so many different types of ads, hosting platforms, and campaigns, it can be confusing to understand what it is exactly you’re buying.  In today’s episode, Heather is joined by Luke Slota, the Head of Podcasts at the OutLoud Group, to peel back the veil in the name of transparency.  Tune in to hear Heather and Luke discuss:  The importance of transparency in podcasting  What large companies like iHeart and Spotify mean for the industry How advertisers can successfully integrate YouTube and podcasting into a campaign The discoverability issue with podcasting One key way hosts can be successful in 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

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/ _______________________________________________________________ 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/ _________________________________ #podcast #podcastadvertising #advertisingagency

"We're not looking to load on a bunch of shows every month. We're looking for high-quality shows that can be long-term, long-lasting partners. We're making sure it's a good fit. I love partnerships and relationships. So, when I'm getting on a call with a host, I want to make sure they are interested in Organifi. Maybe they haven't heard of us, but they're asking questions. They want to try the product. They are interested in endorsing the product themselves on the read. The relationship is either yay or nay for me when I see how engaged they are. If a host doesn't want to get on a call necessarily, that is a little worrisome." Hannah talks to me about her strategy for finding quality shows, how she sets up her campaigns, and why embedded ads have worked for them, and dynamic ads have not. She also works through why podcast advertising has been so effective for them and why Orgainfi continues to iterate and improve its current strategy. To learn more, visit Organifi or connect with Hannah on Linkedin. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter | Linkedin | Facebook | Youtube

I am fascinated by internal company podcasts and how corporate companies are taking advantage of audio to distribute communications to their employees. I have been following Graham Brown, Founder, and CEO of Pikkal, a corporate podcast agency in Singapore, for quite some time, so I invited him to talk to me about the work he does and find out how companies benefit from branded podcasts. "There's a big group of corporate people who have a significant need. It's not a content problem; it's a communications issue. So how do they speak authentically and communicate like humans? When you put it in the corporate context, a lot of that can be lost and obscured by the parameters of how companies traditionally communicate, through white papers or press releases or through the lens of coms, which tends to edit everything." Graham and I discuss options for advertising and why corporate podcasts are a global phenomenon. We also talk about some of the challenges Graham sees the industry facing and how we should look differently at the data we currently get from podcasts. (Which was so interesting). To learn more about Pikkal, visit the website: https://www.pikkal.com/ You can connect with Graham on his website: https://grahamdbrown.com/ If you are interested in podcast advertising, please reach out to us at True Native Media or connect with Heather 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

While host-read ads are extremely effective in podcasting, they may not be the best fit for your marketing mix. So, I invited Stephanie Donovan, SVP of Publisher Sales at Triton Digital, to join me to talk about podcast programmatic ad buying.  In this episode, she shares her expert knowledge on what advertisers and podcasters (publishers) can expect from programmatic ads, the differences between host read and programmatic ads, and how to incorporate them into your marketing strategy. 

“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  

In this episode, I will talk to you about how podcast hosting providers stack up, why it's important for you as an advertiser to understand them, and how their differences affect your ad campaign. Want to work with us? truenativemedia.com

“When we’re talking about that host read endorsement piece, it is really important that you have exclusivity because it feels inauthentic as the listener is being recommended products, right? Like maybe a little bit of whiplash, last week you said this product was great, and now you’re saying something else with a similar product.”  A lot goes into making a good ad read. It’s your job as the brand to set your hosts up for success by sending them talking points about the product, but still letting them have their creative freedom. Additionally, once you have a good ad, making sure you have exclusivity with the show ensures that the ad remains authentic.  Tune in to this week’s episode to hear our host Heather Osgood discuss:  Exclusivity and why it is important with host read ads  The importance of making sure your programmatic ads are categorized right  How to set your host up for success to create a great ad read  Why giving a host a script isn’t always the best idea  How to create good talking points about your product ______________________________________ 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 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!

“[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 

“When you’re getting a host read ad - there are a variety of different hosts. Not everyone is a professional radio announcer and podcaster, which is what makes it beautiful but also makes it hard.”  In the world of AI, it can seem like we’re losing more and more of that human touch, but that’s what makes podcasting so special.  This week, Heather Osgood is joined by Lex Friedman, founder of Lex Friedman Consulting, to talk about why networks being high-touch with their podcasters is a good thing!  The two also discuss:  The advertising slowdown of 2023 Podcasting moving into the creator space The dangers of getting too technical with your ads How to make your podcast network stand out from the others ______________________________________ 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  

“What makes podcast advertising unique is the ability to establish intimate relationships that are real, and, you know, aren’t digital.”  We’ve all heard the joke - if you’re a podcast host, you get a mattress! And who knows more about mattress podcast ads than Ashleigh Colón, Offline Media Manager at Eight Sleep? We think she’s the expert, which is why she’s joining Heather Osgood on today’s episode of The Podcast Advertising Playbook. While mattress ads are a category of their own, Ashleigh also offers her expertise on: How audience size plays a role in advertising.  The importance of testing different ad strategies.  Why you need to be giving your hosts talking points.  Understanding your advertising budget.   Stay tuned to the end of the episode, where Ashleigh and Heather offer their advice for anything starting out in 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

"In our world of attribution, it has really shifted from being a nice to have to a need to have. We see agencies and brands who will not buy podcast advertising if they cannot get attribution." Sarah Cotenoff, Co-Founder and Head of Partnership at Podsights, joins me today to discuss how podcast attribution is changing and impacting the way advertisers are buying podcast ads.  We talk about how Podsights is reacting to the new needs of brands, and why data has become so important in podcast advertising.

“Think of our NFL network, it’s 38 podcasts. To source 38 podcasts, you don’t want eight different publishers and 38 different onboarding calls and invoices - it can be a nightmare. So for us, we like to just make it as easy for an advertiser as possible to activate with those micro-communities of fans for specific teams, but they’re able to do so at the highest level of activation with the NFL network.”  On today’s episode of The Podcast Advertising Playbook, Heather is joined by Bryan Goldmark, Head of Sales at Locked On Podcast Network. Bryan shares his unique insight into the challenges and benefits of advertising on shows with a localized audience - like fans of a specific sports team.  Heather and Bryan also discuss: How LockedOn taps their hosts to create an authentic ad read. Questions that arise when representing sports-centered shows.  Pros and cons of dynamic ad insertion.  Challenges with tracking the success of a podcast ad campaign.  The one podcast ad that made Heather and Bryan buy the product.  ______________________________________ 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

One of the most challenging parts of podcasting and podcast advertising is knowing your audience better. Who are they, what are their preferences, and what are their buying habits? Understanding listener preferences is key to creating better content and ads for listeners. So, I invited Daryl Battaglia, SVP, Market Development & Strategy at Triton Digital, to share his expert knowledge and experience on the subject of audience measurement. Daryl talks about the different ways we can use measurement data to grow audiences and refine marketer's campaign targeting to get more outstanding results. He also talks about the limitations and what he sees evolving from the podcast industry in the next few years. Learn about Triton Digital; visit their website. You can connect with Daryl on Linkedin.

One of the biggest issues for advertisers interested in podcast advertising is no centralized platform to find quality shows. Podchaser, also know as the "IMDb for podcasting," has changed the game. Bradley Davis, Founder, and CEO of Podchaser, saw a huge gap in the market and created a comprehensive podcast database that advertisers can use to find podcasts within their niche. In this episode, he shares what crowdsourced is data is available and how to search the platform. Visit podchaser.com

Podcast Movement took place two weeks ago, and it was wonderful to go to the event and to be able to see everyone face to face (or mask to mask). And I wanted to give you a little recap of some of the things that I learned and encountered while at the event. I'll also cover my initial thoughts on Mark Cuban's keynote session (I wasn't very impressed). Podcast Movement is a yearly event that takes place around the USA. And it's a terrific event because it's a great cross-section of the industry. So you have a ton of podcasters, industry folks, agencies, and you also have all of the vendors. So it's a great collection of movers and shakers in the industry. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter | Linkedin | Facebook | Youtube

PR isn’t about hosting parties and drinking cosmos in the Hamptons - even if that’s what Samantha Jones and Sex and the City led us to believe.  This week, Heather is joined by Molly DeMellier, PR Lead at Acast, and she sets the record straight on what PR actually is! Acast is the hosting distribution and monetization platform for podcasts across the open ecosystem, and Molly shares her insider knowledge about how PR is closely related to podcasting.  Tune in to hear Heather and Molly answer: What is PR?  Who really owns an ad?  Does every brand need a branded podcast? If so, how do you run a successful one?  Where should you start with podcast trade publications?  ______________________________________ 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  

I had one of the most open and honest conversations with Todd Gallet, Head of Partnerships at Podcorn, about how brands (if they are strategic about it) can book tons of inventory on smaller shows and get better results than trying to run on one or two huge well-known shows. "Not every brand is an excellent fit for the biggest shows. So if you're a new brand getting into the space and you're going to go after Joe Rogan, it could be a huge miss, quite frankly. You're going to get the audience, but it's not necessarily going to convert. You can move downstream to smaller shows for more inventory, and it also allows you to test more cost-effectively and then scale." Todd and I discuss how he is helping smaller podcasts and brands find an easy way to connect and partner together, and how advertisers with larger budgets can scale with smaller shows. Todd comes from an influencer ad sales background then successfully transitioned into podcast ad sales. "Influencer marketing and podcast advertising are almost an exact parallel. We were a marketplace for YouTubers, and all of that was about finding the host who had the right personality, the proper connection with your brand, and who could authentically deliver an endorsement. To me, podcasting is the exact same thing." We also cover why setting expectations upfront is critical to campaign success, and also why no ROI is not necessarily a loss. To learn more about Podcorn, you can visit the website - https://podcorn.com/ Reach out to Todd at todd@podcorn.com. 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/

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!

Podcasts have become the new stage for brands, coaches, and influencers to reach a new audience. If it's part of your growth strategy to be on more shows or to find more guests to interview, you need to listen to this episode of The Podcast Advertising Playbook.  Alex Sanfilippo from PodMatch joins me to talk about his best practices and how his company helps you find quality guests and shows. This was a live stream that has been made into a podcast episode (of course 😉 )

"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

Welcome to the final episode of our Podcast Advertising Mini Masterclass! Over the past four weeks, we’ve released four new episodes that act as a mini masterclass on different aspects of podcast advertising. If you haven’t listened to the other episodes, make sure you listen to episode one first.  Today’s episode is all about tracking your campaign and what to do with those results.  How do you know what’s actually working?  Which is better, a unique URL or a promo code?  Should you use pixel tracking?  How do you learn from your campaign 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  

"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/ _______________________________________________________________ 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/ _________________________________ #podcast #podcastadvertising #advertisingagency

A podcast host provides a direct link to their audience that goes well beyond a 3-second scroll-by that you get with Instagram influencers. Shreya Sharma from Inside Podcasting talks about how marketers are not educating themselves about their audience who are deeply passionate about audio. She also discusses how we need to bust the myth that podcasting data doesn't exist, and more marketers need to understand the value of host-read ads. 

There is some terrible advice out there on the internet about how to do podcast advertising correctly and I am going to debunk six of the worst I have seen.  

“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

With limited inventory and only the top 1% of podcasts getting the advertising dollars, what happens to the rest of the smaller shows? How do they get a piece of the advertising pie?  Dave Hanley, Chief Revenue Officer for Advertisecast joins me on the podcast to talk about how they are working to open opportunities for independent podcasts with fewer download numbers to get in front of advertisers.    With their recent acquisition of PodGo, shows as small as 200 downloads per episode can have a shot at advertiser deals. This is also a boon for first-time advertisers testing podcasting. It allows them to spread their dollars across a larger sum of shows to test out genres, demographics, topics, offers, and creative. Fine-tuning their campaigns to graduate to larger, pricier shows.    Dave and I also discuss why continual education about podcast advertising is critical to its success and how we are both working towards better guiding brands to find deeper results.    You can connect with Dave via email: dave@advertisecast.com or visit the website: https://www.advertisecast.com/ 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/

Cameron Hendrix, Co-Founder of Magellan AI, joins me to talk about how his company has become a powerhouse in the podcast industry and their strategies behind collecting data. Magellan AI captures all ads. Host-read or pre-recorded, baked-in, or dynamically inserted. Using machine learning to process hundreds of thousands of podcast episodes, Magellan AI has created the world's largest database of podcast advertising data – covering activity by 19,000 brands across over 30,000 podcasts.

"I am forever grateful that they care, I really am. I'm the luckiest man that our audience stays with us and they care at all. I mean that for sure." In today's episode, our host, Heather Osgood speaks to True Native Media's own Jimmy Pardo of Never Not Funny about: The birth of his show and breaking into podcasting The road to podcast monetization The power of the medium And more! _______ 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 

Review Episode: This brand came to me to help them with their campaign formula because it wasn't working. I break down the podcast sponsorship campaign they had run, share what they did well and what they should change to turn their next podcast sponsorship campaign into a total rockstar success.  Pros & cons of the selected podcasts. The number of podcasts.  Which target audience would have worked better. Delivery & frequency of the ad placements. Why the ad reads had the biggest impact.

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.

The podcast industry struggles with transparency when it comes to pricing, results, and measurements. There are several reasons why this is the case. So I invited Marty Michael, CEO, and Co-Founder of Gumball (a podcast advertising marketplace), to the show to chat about how his software is trying to break the transparency barrier in podcast advertising. We discuss why brands won't share their results and pricing rates and why this makes it challenging for standardization across the podcast industry. We also talk about why it is so challenging to place ads and how innovation is happening to reduce the friction of ad buying in podcasting. To learn more about Gumball, visit the website: https://gumball.fm/ Connect with Marty on LinkedIn: https://www.linkedin.com/in/martymichael/ If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com Or connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/ ________ 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

Over the last five years, audio has risen to challenge video in a way I never thought would happen. While everyone says, "Attention spans are getting shorter; make bite-size content," I have seen the long-form podcasting style thrive. But many brands are not paying attention to building a robust audio strategy because they are stuck on attracting GenZ on TikTok. So how do you create a brand audio strategy? It's a great question that not many people know the answer to. So I invited Korri Kolesa, CRO at Veritonic, to share her expert knowledge on what a brand audio strategy is (hint: it's not just podcasting) and how a brand can start to build it. "Are you playing in terrestrial space? Do you have a sonic logo? How are you building your audio footprint to make your brand unforgettable?" These are all questions that Korri recommends you strategize over. We also discuss measuring your audio ads for quality, effectiveness, and competitive advantage using Veritonic's exclusive audio scoring. "It allows us in the market to understand the benchmark of audio. What is that human response to sound, and how do you quantify that?" This was a fascinating interview, and I encourage you to learn more about the benefits of creating a brand audio strategy from this episode. To learn more about Veritonic, visit their website. You can also connect with them 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/

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

“But, I think when you talk about programmatic, it really comes down to everything that is not hot read or sponsorship through the show.”  In today’s episode, our host, Heather Osgood, is joined by Paul Lajoie, a seasoned professional and the Director of Brand and Agency Partnerships at Triton Digital, a leading SSP (supply-side platform) in the podcasting industry.  Tune in to hear the two discuss:  CTV and shifting those ad dollars into podcasting  What an SSP is and how Triton Digital is a flagship company  Scalability within programmatic advertising  How an increase in transparency leads to a rise in brand safety  Who handles different ad buys with an omnichannel approach  ______________________________________ 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  

Sam Katz, from Marketsmith Inc, joins me on the podcast to talk about his experience with reaching the ever-growing on-demand generation that is opting out of advertising.  We talk about how brands and marketers can gain insights from the changing landscape of consumer behaviors by immersing themselves in their habits.  We also discuss how podcast advertising can play a crucial role in connecting brands with the unreachable audience that has disengaged from other types of channels.

Hosting providers are an excellent place to discover the basics of who is listening to a podcast, but not enough for advertisers to make an informed decision. I share several ways to find out more about your podcast audience that will help in any ad campaign.

“Some of the ad loads on some podcasts now are like six and a half minutes, and bam, you’re into another ad. And it drives me insane. I unsubscribe from those shows. I think as a content creator, you have to really think about the ad load.” It’s every creator’s dream to have a long-standing successful relationship with an advertiser, and Todd Cochrane has cracked the code. Todd is famous for his relationship with GoDaddy, and in today’s episode, he shares his secret for fostering this almost 18-year relationship.  Todd and Heather also discuss: How creators can be mindful of their ad load in each episode.  Tips for keeping ad reads fresh.  The ways ad tech and AI are shaping the future of podcasting.  Frustrations with frequency capping.  An easy way hosts can make their ad reads that much more engaging.  ______________________________________ 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  

There is research that has come out to determine which ad placement (preroll, midroll, or postroll) is more effective for a podcast ad campaign, and the results will surprise you. In this episode I breakdown each ad placement and why performance varies based on the different criteria. 

“So, there is something here. This medium works - it builds trust. It’s more authentic, and it just creates that craved for human connection that people really want. And especially when they’re thinking about brands. I think people really want to trust the brands that they work with.  And podcasting does that.”  We’ve said it a hundred times - podcasting is unique because of the relationship built between the host and the audience. When a host recommends a brand to their audience, it’s as if they’re a friend recommending a product.  But don’t take our word for it; there’s data to back this claim up.  Lindsay Tjepkema, CEO & Co-Founder of Casted, joins Heather Osgood on this week’s The Podcast Advertising Playbook episode. Tune in to hear them discuss:  The science behind why podcast advertising is so successful.  What increased privacy measures say for the future of targeted advertising.  Ways a host can resonate with their audience.  How you can learn who exactly is listening to your podcast.  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

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!

A few times a year, professionals from the industry get to see each other in person for an event fully dedicated to podcasting. Our team just got back from Podcast Movement, and True Native Media CEO Heather Osgood can’t wait to share everything she learned.  Tune in to learn about:  The different renditions of programmatic advertising you’ll be seeing soon All the ways podcasting is similar to CTV How to economy is affecting podcast advertising New opportunities in the podcast space The different ways the industry is continuing to grow  ________________________________________ 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  

“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 amongst your competitors  Utilize the host as an influencer  Navigating shows of different sizes  How you set your host up for success with an ad read  ________________________________________________________ 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 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!

Can you believe it's almost the end of 2021? What a year! I always like to review what's ahead for us in the podcasting industry, so I invited Sam Sethi, a 30-year podcast veteran, to tell us what he thinks. Sam is the Operational Director at Viral Tribe, the Managing Director at River Radio, and the host and producer of Podland News. A terrific podcast that he does with James Cridland from Podnews. I am so glad I reached out and asked him to chat with me because he shared some fantastic insights into what we should look forward to next year and the future. We touch on what Apple and Spotify have been doing right and wrong this last year, what impressive development is happening with independent developers in the space, and why Sam doesn't bet on YouTube podcasting lasting. And so much more, so make sure you listen through to the end. You can connect with Sam on Linkedin or listen to Podland on your podcast player. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter | Linkedin | Facebook | Youtube

Host read ads are still the number one ad type in podcasting. In this episode, I am going to teach you how to use these 5 simple, but effective, tips to create high converting ads for your podcast advertising campaign.

Advertisers want quality results from their podcast advertising campaigns. In today's episode, I talk about the best way to track ad results. I discuss the reality of tracking in the podcast space, the types of monitoring used, and options for available attribution tracking. 

Advertisers are looking to diversify their ad spend in today's competitive market. Julie Zischke, Head of Offline Acquisition at Grove Collaborative, shares how she focuses on bridging the gap between traditional influencer marketing and podcast advertising. While podcast ads may not be typical influencer ads, Grove Collaborative has been able to spill the success over into podcasts and continue their growth. She believes there are so many shared learnings to be had between the two influencer marketing strategies. Julie also lets us in on her campaign strategies and how she overcomes creative testing challenges.

Welcome to Episode 3 of our Podcast Advertising Mini Masterclass! Make sure to catch up on our Mini Masterclass by listening to the last two episodes. Next week, we’ll release our final episode to round out this series.  Today’s episode is all about talking points and CTAs.  What should your talking points to hosts look like?  Why are talking points so important?  How can you have a strong call to action?  ______________________________________ 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 love this report from the IAB. I am always very excited for the IAB Upfront event when they share their findings each year. Most of the time, there are statistics that I am already aware of, but then there are some outliers that either bring me joy, or shock. This year, I am happy to report that I am overjoyed with the results. I would like to share my favorite stats from the study with you and tell you why I think they are important to focus on. If you are interested in podcast advertising and you are just getting started, please download our guide here: https://info.truenativemedia.com/marketers-guide-to-podcast-advertising If you are interested in podcast advertising, please reach out to us at True Native Media or connect with Heather 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/

I can go on and on all day about how important and influential host-read endorsement ads are, but the reality is we need programmatic ads in podcasting for various reasons. Today, I want to share the research I have done because I think that programmatic ads have a place in podcasting and will help the industry continue to grow. I will cover topics like: Targeting Technology development New advertisers Ease of purchase Automation 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/

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/ 

It's not so easy to be a podcast guest anymore. Hosts are becoming far more particular with whom they invite on their show because they are building a robust and engaged audience. In this episode of The Podcast Advertising Playbook, I share how to transform from an amateur to professional and think about what you can bring to the hosts' audience. I also share tips and tools from my guesting toolbox to set youtube for success.

Michael Jenson, CEO of Rhapsody Voices, joins Heather Osgood on this week’s episode of The Podcast Advertising Playbook. The two delve into the dynamic landscape of podcast advertising, including the things you need to know to craft a cohesive ad campaign.  Tune in to learn: How to combat certain misconceptions about podcast advertising What Heather considers to be the “PR problem” in podcasting  One major thing advertisers should stop doing Ways the rebounding economy is affecting 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

“When we don’t have that level of diversity in our industry, it doesn’t bode well because you’re very quickly going to be irrelevant. As those younger people and those new minds come into things, if it doesn’t engage them, they just won’t deal with it.  There won’t be like some kind of fight by the next generation to save podcasting. They just won’t engage with it.” Tangia Al-awaji Estrada is the co-founder of BIPOC Podcast Creators, and today she sat down with Heather Osgood to talk about diversity and podcasting.  (BIPOC = Black, Indigenous, and People of Color) Heather and Tangia talk about:  What is BIPOC Podcast Creators? The current demographics of podcast creators. Gen Z & their demand for diversity and inclusion.  Discoverability issues for minority podcasters.   Gen Z is entering adulthood, and they value diversity. If you’re not willing to adapt, your show might be left behind.  ________________________________________ To learn more about BIPOC Podcast Creators, visit their website: https://www.bipocpodcastcreators.com/ Connect with Tangia Al-awaji Estrada: hi@bipocpodcastcreators.com https://www.instagram.com/tangiarenee/ https://www.linkedin.com/in/tangiarenee/ ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“Yes, there’s a warning that podcast listeners want to get away from ads, and they’re starting to recognize ads on podcasts… [but] people still trust podcast advertisements more than they do radio or TV ads.”  Podcast ads are special because the listeners trust to host like they trust their best friend. But is it possible to have too much of a good thing?  That’s exactly what Gabriel Soto, Director of Research at Edison Research, aims to answer on today’s episode of The Podcast Advertising Playbook.  In this episode, Heather and Gabriel discuss:  How to decode your podcast data.  The importance of listener surveys.  Specific questions to ask in your next survey.  Listener ad fatigue.  Podcasts & accessibility  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook 

Recently, some very strange product companies have reached out to try podcast ads. It got me thinking about the legal side of podcast advertising and if there was one. We don't deal with it, so I invited Gordon Firemark to the podcast to share his expertise on the subject. "I sometimes talk about the podcast prenup. People (brands) working on the show with us should know what they get, what they own, and what they're not entitled to. It's protecting our intellectual product." Gordon and I discuss important topics like: What happens when a brand uses a host's ad as an endorsement on their website, social media, and more without their consent? What should be included in an advertising agreement to safeguard the brand and podcast? Why brands should be aware of brand safety and host compliance before forming a relationship. Can the government regulate what a host can advertise on their podcast? Plus so much more. To learn more about what Gordon does and how he can help with podcast legal issues, visit his website: https://firemark.com/. You can also visit https://www.gordonfiremark.com/. 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/

Bart Roselli, SVP Growth for Veritone One, shares some powerful information about how brands can utilize the benefits of dynamic ad insertion to drive campaign goals.  He also talks about some of the challenges of dynamic ad insertion and how Veritone One overcomes those issues. Finally, Bart also discusses the major differences between embedded ads and dynamic ads and why host read ads will never disappear.

“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 

With the explosive growth in the podcast ad industry, many marketers ask the question: How does podcast advertising work? From Incremental Media, Eric Smith joins us on the show today to talk about how to leverage podcast ads, why they are unique, and some of the challenges advertisers face when they are new to the marketing channel.

It’s our favorite time of the year at The Podcast Advertising Playbook - time for the IAB’s Podcast Advertising Revenue Report! We love this report because it has everything to do with revenue in the podcast and advertising space: How much did we bring in? Did we hit our goals? What are we expecting to achieve?  In this solo episode, host Heather Osgood breaks down the report, sharing key highlights and her opinions on what this means for the industry's future.  Read the report here: IAB Podcast Advertising Revenue Report  ______________________________________ 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 Advertising can be a challenging arena to enter without prior knowledge or experience. In today's episode, we are joined by Rebekah Bek, Marketing Manager for Ahrefs, a software company. She shares her journey of sponsoring podcasts, highlighting her most challenging moments and showing us how converting her challenges into wins has had an incredible impact on their marketing success. 

Advertisers are constantly looking to level up their podcast advertising campaigns. So today, I will share my top 8 tips for building effective podcast ad campaigns that you can include in yours to improve your results and drive more sales.  Want to work with us? Contact info@truenativemedia.com.

More and more companies are joining the podcast ad space, which is very exciting. But the more companies investing in ads, the tricker it becomes to decide the best course of action to take.  In this episode, I break down the 5 different ways you can buy podcast ads based on the type of ad you are looking for (programmatic or host read.) _____ ➜ WE DROP NEW EPISODES EVERY WEEK, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter  | Linkedin | Facebook | Youtube For more information, visit: truenativemedia.com heatherosgood.com

Today I am talking about how the pricing of podcast ads works for both podcasters and advertisers. I did a live stream recently and was inspired by all the questions I received about podcast ad prices. There is a lot of confusion, so I thought it would be best for me to sit down and demystify it for you. this episode will cover: CPM pricing model in podcasts and who this benefits. The range of prices and why they are so vast. Why some smaller podcasts can charge more than others with larger download numbers. Why the pricing of podcast ads is different depending on the ad type and placement. How smaller shows can leverage bundling to create a win-0win situation for themselves and the advertisers. If you want to watch the live stream video, you can click here. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter | Linkedin | Facebook | Youtube

“One of the things that you and I had been talking about is this idea of creating a successful relationship from beginning to end… We want the content creator to be rewarded. We want the ad seller to be rewarded, and we want the advertiser to be rewarded. It has to be a win across the board.” In today’s episode of The Podcast Advertising Playbook, Heather is joined by Jay Green. Jay is the SVP, Podcast Strategy & Operations at Cadence13 and has great experience in the advertising space. Heather and Jay discuss: -   What to look out for when tracking your ad campaign.   -   Audio vs. video, do you need both? -   The difference between host-read ads and announcer-read ads. -   How to successfully test your advertising campaign. -   The role of programmatic ads. -   2023 Predictions 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 media Twitter - @truenativemedia Instagram - @truenativemedia YouTube - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

I have always been apprehensive about brands entering the podcast space to create corporate shows without strong guidance from experts. They usually end up as a 30-minute infomercial for their products or services. I am fascinated by the listeners who actively choose to follow brands, and I wanted to learn more about the intricate workings of branded podcasts. So I invited Fatima Zaidi, Founder, and CEO of Quill Podcasting, to share her expertise. "Podcasting is a very new space. And so, just getting to the finish line is such an education process for bigger brands who are so used to putting out content on blogs, maybe YouTube channels, social media, but people still don't necessarily really understand the power of podcasting." Fatima is moving the needle in terms of elevating branded podcasts. Her team has helped many brands to identify their niche within their competitive matrix. "I never recommend creating a podcast purely for sales purposes. Typically, it can have a significant impact on sales and lead generation. Still, the goal of creating a podcast is to tell your brand's story and position yourself as a thought leader and subject matter expert. And first and foremost, the priority should be to educate, inform, and entertain your audience." Fatima talks about what it takes to build a branded podcast. What occurs behind the scenes, and why early adopters will see great success in the future. To learn more, visit Quill or connect with Fatima on Linkedin. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter | Linkedin | Facebook | Youtube

That’s one of the challenges with this space is that we do have a level of disorganization that we are working to try and unify, but we also have to remember the value of the podcast industry is the individual contributor. It is beautiful that we can all get together as an industry and have our own role to play within this whole ecosphere. In today’s episode, our host, Heather Osgood, unpacks Podcast Movement 2024 and the value of face-to-face connection within the industry. Tune in to learn more about: Wins from Podcast Movement 2024 Leaning into technological advancement  The importance of continued conversation in and about the space __________________________________________________________________________________ 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 

“[Podcasting] continues to grow. It’s the fastest-growing medium. In fact, compared to any other medium out there, it is surpassing the growth of influencer [marketing] as well.” It’s easy to compare podcasting to other mediums like TV or radio and say podcasting can’t compare or that it’ll never catch up - but we don’t agree. Podcasting is an incredibly fast-growing medium, and if you’ve ever had questions about its scalability, you’re in the right place.  On this week’s episode of The Podcast Advertising Playbook, Heather is joined by Elli Dimitroulakos, the Global Head of Ad Innovation at Acast. Heather and Elli discuss:  How to scale in podcasting. Is it true that you only need to advertise on the top 100 shows?  Why bigger shows aren’t always better for advertisers.  A new era of programmatic ads.  Will creative be delegated by AI in the future? Where do you go to buy programmatic ads?  Why you should be buying programmatic ads AND host read 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 

“So I want to close out and leave you with this thought: How are we elevating the voice of the podcast host?” It’s easy to feel isolated when you’re in podcasting. A lot of the time, you’re working alone behind a computer screen, but the podcast community is amazing - which is why we LOVE podcast events.  Our True Native Media sales team joined our CEO and VP at Podcast Movement Evolutions in Las Vegas, Nevada. Today, Heather gives her recap of everything you need to know about the future of podcasting.  This includes: How the economy is affecting podcasting  The 411 on programmatic advertising  Whether or not you need podcast reviews  Why everyone’s talking about ChatGPT and AI services  What’s new with dynamic ad insertion If you missed Podcast Movement but don’t want to miss out on changes in the industry, you’re in the right place.  ________________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook  

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 impression.  If you’re looking for a bit more help with your podcast ad-buying needs, make sure to check us out at truenativemedia.com.  ______________________________________ 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

“If we’re truly going to hit our goals, it’s going to be essential for us to offer, all in unison if possible, the same opportunities to invest in podcasting that advertisers have in the video and the rest of the audio space.”  In today’s episode, host Heather Osgood is joined by John Fitzgerald, the EVP of Ad Sales at DAX US. Tune in to hear Heather and John discuss:  The shift in advertisers being interested in the whole package, not just podcasts Is it true that you should only advertise on the top 1% of podcasts?  What level of targeting actually exists for podcasting?  The benefits of taking a broad approach to selecting shows ______________________________________ 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  

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!

“The great thing about Pixel Solutions, to your point, is that you’re not asking the client to complete an extra step, to remember a URL, or to remember a promo code. You’re allowing them just to access the website however is easiest for them, and then we can tie that to the actual show that drove them there.”  If you’ve spent any amount of time in the podcasting industry, you’ve heard about pixel tracking. But what does that mean? What are pixels?  That’s exactly what Caleb Mansfield explains on today’s episode of The Podcast Advertising Playbook. Caleb is the Director of Partner Success at Artsai, and today, he’s our pixel-tracking expert.  If you’ve ever asked yourself…  What are pixels?  What is pixel tracking?  How is this different from attribution tracking?  What role do cookies play in pixel tracking? How do I place a pixel?  Then you’re in the right place!  ________________________________________ 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 - True Native Media 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  

“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  ______________________________________ 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 

In today's episode, I break down all the best practice tips I have for marketers looking to succeed with podcast ads.  I cover the following: Different ways to buy ads and their pros and cons. How to identify shows to advertise with. The best ways to measure results for direct response campaigns. Why testing is critical to success.  Please subscribe and reach out to me with any other questions you have at True Native Media if you enjoy the content.

It is very hard for brands and indie podcasters to connect. Most of it is done manually with a direct relationship, network, or representation agency, like True Native Media. Mike Kadin saw an opportunity to help indie podcasters and brands to connect faster with RedCircle. "We started talking to these podcast creators and asking them, what are the challenges you face? And even more than making money, or making more money, was the need to grow their audience. They want more people to be able to hear what they are trying to say. And at the time we released some podcast hosting software, we had also built an underlying dynamic insertion engine that enabled dynamic audio and advertising opportunities." I chatted with Mike about what marketers want from the podcast industry in order to be successful and how the new technology and services like RedCircle can help bring more ad dollars to the space. "I spent a lot of time talking to marketers when I worked at Uber. I built software for marketers and they want to have that perfect 360-degree view of the customer. But I think there's no companies in the world that actually have a view like that." To learn more about RedCircle, visit the website: https://redcircle.com/ Connect with Mike on LinkedIn: https://www.linkedin.com/in/michael-kadin-a341571b/ If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com Or connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/

Pete Birsinger, CEO and Founder of Podscribe, has been testing and creating new technologies in podcasting for the last five years. I am fascinated by the growth and expansion in podcast technology, so I invited Pete to join me on the show to talk about what he is seeing happen in the industry.  We cover some of the pros and cons of podcast tech and why it may not be easy to create new software. We also talk about how YouTube may impact the podcast industry as they move to hire executives focused on podcast growth. Pete shares his thoughts on how podcasters can leverage NFT's to monetize their shows in creative ways. You can visit Podscribe to learn more about Pete or connect with him on LinkedIn. _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter | Linkedin | Facebook | Youtube

In this episode, Host Heather Osgood breaks down the difference between host-read dynamic insertions ads and embedded ads. She discusses how the industry is evolving and why dynamic insertion is on the rise.

“The other thing is, if you’re utilizing host read ads and the host is game, please let them do their thing. The host knows how to speak to their audience, and they know what resonates.” We are so excited to introduce our new Senior Director of Revenue and Sales Strategy, Brittany Bernado! Brittany joined the True Native Media team a few months ago, and she’s ready to share her wealth of knowledge with us here at The Podcast Advertising Playbook.  Brittany and Heather discuss: A successful three-prong strategy for advertising  Why advertisers need to let the host do their thing Podcast ads should be made for podcasts specifically  Don’t be too specific with your audience targeting - many audiences listen to many different podcasts  Things that made an ad effective  Current challenges the industry is facing ______________________________________ 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 - True Native Media LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“I do worry about that. We don’t want podcasting to turn into other mediums where it’s just cluttered and kind of white noise. The ads work because we’re respectful of the listener.”  Podcasts are constantly changing and evolving — the podcasts we have today are incredibly different from the podcasts we had ten years ago. To help us keep track of the changes is Greg Glenday, the Global Chief Business Officer at Acast. Greg is a longtime podcast enthusiast, and the perfect person to discuss the evolution of podcasting and what the future might hold.  Tune in to hear him and Heather discuss:  What Acast is doing for podcasting  How has podcasting evolved with other forms of media?  The importance of making your ads compelling  ____________________________________________ 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