Show cover of Podcast Advertising Playbook

Podcast Advertising Playbook

This podcast is dedicated to helping listeners better understand podcast advertising. Whether you're in advertising, marketing, or simply a podcaster interested in learning more about the podcast advertising world this show is for you. We'll provide techniques for implementing your ad campaigns, setting budgets, and expectations giving you the knowledge and expertise to become a podcast advertising expert.

Tracks

Dark Social Has Transformed The Buyer's Journey with Chris Walker
"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
43:07 09/14/2022
2022 Podcast Movement Highlights and Exciting News
Podcast Movement is my favorite event of the year. I get to see old friends and make new ones. I network with clients and discuss my favorite topic - anything related to podcast advertising. This year felt so good to see everyone in person ready to do business. Although I don't get to attend many sessions because I am jam-packed with meetings, I have conversations with industry leaders about important topics. These are what I will share with you today. Dynamic ad insertion was a hot topic this year. The main point was how we could make DAI as effective as baked-in ads. How can the industry standardize and put processes in place to improve DAI? Us versus Spotify. There are many independent podcasters and podcast companies at Podcast Movement, so this conversation got many people fired up. (I share some personal thoughts on this in the episode.) The amazing new tech that is developing in the industry. Brand Safety versus Brand suitability - are two very different things. Maintaining a collaborative and inclusive culture within podcasting. There has been growth, but how can we do more? If you attended Podcast Movement 2022, let me know what you learned by tweeting @truenativemedia with your favorite takeaways. P.S - I also have some exciting news to share ( a new company I just launched called The Podcast Broker), so listen to the end to hear more about how you could sell your podcast and make money! Visit https://www.thepodcastbroker.com/ to learn more. ____________________________ Please consider subscribing and leaving a review if you get value from the content. You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - True Native Media LinkedIn - https://www.linkedin.com/in/podcastadvertising/
21:32 09/07/2022
Why is Brand Safety A Hot Topic In Podcast Advertising?
I don't think we talk enough about brand safety in podcasting. You might ask yourself, "Well, Heather, what is brand safety, and why is it important in podcast advertising?" As Tamara Nelson, Co-Founder of Barometer explains, "Whatever content you advertise on is what your brand becomes associated with, and that can sometimes be a very negative association."  Podcasting is relatively unregulated, so it can create challenges for marketers and brands looking to advertise in the space where anyone can create the content they want. Marketers don't have all of the information at their fingertips to track the ins and outs of every podcast episode, so Tamara has created Barometer to help solve this issue. She also talks about GARM (Global Alliance For Responsible Media) and the guidelines they are creating for podcasting to help mitigate issues for advertisers. GARM is a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetization via advertising. I found this conversation to be highly enlightening and really helped me t understand the difference between brand safety and brand suitability and why we should all be talking about the growth of this industry sector. To learn more, visit Barometer's website. You can also connect with Tamara on LinkedIn. If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - True Native Media
41:08 08/31/2022
Here’s Why You Need A Brand Audio Strategy
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/
37:20 08/17/2022
What 17 Years of Podcast Advertising Taught Me With Todd Cochrane
I feel like I have been in podcast advertising forever (6 years). But then I talked to Todd Cochrane, a friend, and fellow podcast enthusiast, who has been selling ads on his show and many others for 17 years, and I realized there is always so much to learn. "Smaller shows have much higher engagement than bigger shows. The audiences are much more loyal. They're much more willing to try a product or service because they support the podcast." He shares his secret sauce for keeping his advertisers and audience happy while maintaining his podcast income. I find Todd's relationships with advertisers fascinating, especially his partnership with GoDaddy since 2005. He talks us through that relationship and how it evolved over the years. He shares how he has managed to keep them and what he does for other podcast advertisers to build stronger, long-lasting relationships. He also discusses how he uses his website and blogs as a traffic source to bring new monthly listeners to the podcast. We also cover the topic of diversity and how Todd has seen and helped the podcasting industry move towards being more inclusive. "Underrepresented groups are now using podcasting to get their voice out, whereas they could never do that via mainstream media because whatever reason that was geopolitical wise." To connect with Todd, email him at todd@blubrry.com or DM him on Twitter. 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
45:35 08/03/2022
Brands and Podcasters Legal Rights with Gordon Firemark
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/
38:19 07/20/2022
Are Your Podcast Ads Working? Jeff Vidler Talks Podcast Advertising Research
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/
36:04 07/06/2022
Small Podcasts Have A Shot At Podcast Advertising
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/
40:04 06/22/2022
IAB Podcast Advertising Revenue Study Reaction (2021)
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/
16:04 06/08/2022
Do Companies Need A Branded Podcast? Featuring Graham Brown
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
39:27 05/26/2022
Brand Suitability In Podcasting with Ad Results Media
I loved chatting with Lindsay Smith from Ad Results about working with their clients on brand suitability, otherwise known as brand safety. "We like to focus on the term suitability because, as an agency, we don't want to deem what shows are safe or unsafe. Instead, we want to match brands with suitable shows for their core values." Lindsay shares her process for monitoring ad-reads and working with podcasts and clients to create high-quality ads that convert. We also talk about how brands have different suitability floors and how it's essential to recognize and cater to those differences to find success. We also address the rise of dynamic insertion and how that affects brand safety or suitability. To learn more about Ad Results, visit the website: https://www.adresultsmedia.com/ Connect with Lindsay on LinkedIn: https://www.linkedin.com/in/lindsay-smith-678410165/ Connect with Heather on LinkedIn: https://www.linkedin.com/in/podcastadvertising/ If you are interested in advertising on our independent shows, please reach out to us at https://truenativemedia.com If you enjoy the content, please consider subscribing!
23:05 05/11/2022
How RedCircle Connects Brands and Podcasters
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/
35:07 04/27/2022
We Want Transparency In Podcast Advertising with Marty Michael
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
42:44 04/13/2022
How Brands Scale Their Podcast Influence with Todd Gallet
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/
39:55 03/30/2022
Podcast Advertising Needs To Be Easier To Buy and Scale
As traditional influencer marketing platforms (Facebook, Instagram, etc.) get increasingly over-saturated with influencer-type content, it's effortless for consumers to swipe right past ads. And so, companies have started to look for new avenues to reach their customers. And that's where podcasting comes in. But many digital marketers are used to a centralized platform to buy ads with a few clicks. Podcast advertising is lacking in this area, creating a barricade for more digital marketers to transfer a part of their influencer budget into podcasting. Anna Ratala, Co-Founder and CEO of Zvook.co joins me on the podcast to discuss how she is trying to remove the ad-buying barrier and bring more ad spend into podcasting. We discuss how the goal is to add podcast advertising into a marketing mix to support and complement what marketers are already doing. We also talk about the struggle of how to attribute conversions to podcast ads, and what you can do to measure its success. If you want to learn more about Zvook.co, visit the website - https://zvook.co/ You can connect with Anna on LinkedIn. Contact Heather on LinkedIn if you want to advertise with True Native Media's podcasts. 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
34:14 03/16/2022
Why Programmatic Podcast Ads Are Good For Podcasting
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/
18:48 03/02/2022
Podcast Advertising Advice From Ray Harkins at iHeartRadio
I have always admired Ray Harkins's career in podcasting. He started out at Midroll, the posterchild company for podcasting. Then he moved to Stitcher and is now the West Coast Lead Podcast Strategist for iHeartRadio. I really wanted to dive deep into the growth and evolution of podcast advertising with Ray because he has been pivoting in the industry for so many years, staying in tune with dynamic and programmatic developments. We talk about the major changes he has seen over the years, as well as what development is coming. We collectively gush over our love of host-read ads and why the future of podcast advertising is dynamic. Ray also shares some honest advice to brands and podcasters about succeeding in ad sales and why authenticity matters. Connect with Ray on Linkedin or listen to his podcast 100 Words Or Less: The Podcast. Contact Heather on LinkedIn if you want to advertise with True Native Media's podcasts.
32:30 02/16/2022
Podcast Advertising From An Agency Perspective With Glenn Rubenstein
We talk a lot about what podcast advertising is like from a brand's or podcaster's perspective, but what about the agencies that support these brands? How do they manage to bridge the partnership between podcasters, networks, rep firms, and brands? In this episode with Glenn Rubenstein, Founder of Adopter Media, we discuss how the industry is evolving and how Glen and his agency are pivoting to adjust to the changes. We also talk about managing advertisers' and publishers' expectations to find success for all. With over 100 million dollars in ads placed since he started, Glenn shares his expert knowledge about what makes a successful campaign and what we should be watching out for as the industry grows. To connect with Glenn, visit Adopter Media, or connect with Glenn on LinkedIn.
46:57 02/02/2022
How to Create High Converting Ads With Stew Redwine
"We talk about brevity, clarity, and potency, making every word count so that every ad will count. Never use two words when one will do." Stew's extensive experience in performance marketing allows him to craft high-converting podcast ads. In this episode, we discuss why it is critical to have clarity in an ad and how advertisers can support hosts in driving the brand message. He also talks to me about what hosts can do to be more involved in the creative process and ultimately get more sales from their ads. He encourages hosts to ask questions like, "How are you [advertiser] attributing success to this? Is this the best offer you have available anywhere?" Here are some of the critical components that Stew covers in this episode Grab attention Hold attention Build Trust Clarity Be specific and back up your claims Create scarcity Stew uses his in-depth knowledge to help educate others and improve the overall quality of podcast advertising. He recently wrote an article for Sounds Profitable, essentially giving away all his secrets. I absolutely love talking with Stew and laughing a lot! To learn more about Oxford Road, visit their website, or reach out to Stew Redwine. Contact Heather if you want to advertise with True Native Media's podcasts.
48:40 01/19/2022
How To Secure Long-Term Podcast Advertising Partnerships
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.
33:09 01/05/2022
Podcasting And The Social Audio Ecosystem With Steve Olsher
With the rapid rise of Clubhouse, Twitter Spaces, Facebook Live Audio Rooms, and Spotify Greenroom, podcasting suddenly got a bit scared about its audiences' loyalty. So we called in social audio and podcasting specialist Steve Olsher to join us on the podcast and chat about creating a successful partnership between podcasting, social studio, and monetization. We cover reasons for the lack of community in podcasting, how Steve is trying to combat that, why he is worried about the podcast demographic, and how people consume podcasts. To learn more, visit Podcast Magazine or connect with Steve via email at steve@podcastmagazine.com.
39:19 12/22/2021
2022 Podcast Trends and Predictions with Sam Sethi
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
33:09 12/08/2021
Fatima Zaidi Is Elevating Branded Podcasts
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
35:07 11/24/2021
How Organifi Uses Podcast Advertising To Drive Sales
"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
43:44 11/10/2021
The Inside Scoop With Bryan Barletta (What's Happening In Podcasting?)
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
41:06 10/27/2021
Let's Talk: The Growth In Podcast Technology
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
27:10 10/14/2021
Understanding Podcast Audience Measurements with Triton Digital
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.
36:29 09/29/2021
Answering Marketers Questions About Podcast Advertising
We have had a rush of new advertisers enter the space this month, and many of them had questions that I thought would be useful to you. Here is what the episode will cover: What's the difference between downloads and listens, and what are we tracking? What is the difference between downloads and impressions? What's the difference between dynamic ad insertion and embedded? Are ads priced on downloads or listens? Are there average CPMs for embedded and dynamic ads? What's the difference between Podsights and Chartable? _____ ➜ WE DROP NEW EPISODES BI-MONTHLY, SO SUBSCRIBE! Want to work with us? Get in touch.​ Connect with us: Twitter | Linkedin | Facebook | Youtube
10:08 09/15/2021
A Deep Dive Into The Pricing of Podcast Ads
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
21:25 09/01/2021
My Highlights From Podcast Movement 2021
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
08:26 08/18/2021