Podcast Advertising Playbook
Business & Finance
About
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.
Episodes
- Smarter Podcast Inventory Starts Here with Frequency & Flightpath
Heather Osgood interviews Pete Jimison and Sean Howard about the integration of Frequency and Flightpath software. The discussion focuses on how this integration uses predictive intelligence and centralized marketplaces to reshape podcast…
- The Signals Shaping Podcast Advertising in 2026
This episode of The Podcast Advertising Playbook features Heather Osgood and Magellan AI discussing their guide "Beyond the Buy: Smarter Podcast Advertising for 2026." They cover data, attribution, market intelligence, audience behavior di…
- Building in a Regulated Space: What Kids & Family Podcasting Teaches Us About Advertising
Heather Osgood speaks with Jed Baker about his experience building the Starglow Media podcast network for kids and families, its acquisition by SuperAwesome, and the advertising opportunities and regulatory challenges within this sector.
- Inside the Mind of a Growth-Focused CMO
Rich Smith, Founder of Rich M Smith Growth Studio, discusses with host Heather Osgood the priorities of growth-focused CMOs regarding marketing channels like podcast advertising. The episode explores how CEOs and CMOs evaluate performance,…
- Live from SXSW: How AI Agents Are Reshaping Podcast Operations with Podstock
This episode features Heather Osgood and the Podstock team discussing the impact of AI agents on podcast operations, including automation of time-consuming tasks and the potential for AI to shift the economics and scalability of the indust…
- Beyond Downloads: Rethinking Podcast Measurement
In this episode of The Podcast Advertising Playbook , host Heather Osgood sits down with Jonas Woost, Co-Founder of Bumper, to explore how podcast measurement is evolving beyond traditional metrics. Jonas shares how shifting from downloads…
- The Power of the Middle
In this episode of The Podcast Advertising Playbook , host Heather Osgood sits down with Brian Conlan, President of DAX US, to explore how programmatic buying is reshaping the podcast advertising landscape and why mid-tier and long-tail po…
- Attribution in the Age of Audio and Video
In this episode of The Podcast Advertising Playbook , host Heather Osgood sits down with Bryan Barletta, Founder of Sounds Profitable , to discuss how podcast attribution has evolved and what measurement really looks like in a world where…
- Is There a Place for AI-Generated Host Reads?
On this episode of the Podcast Advertising Playbook, Heather Osgood sits down with Marty Avallone, CEO of Ekoz AI, to explore the growing conversation around AI-generated, voice-cloned host-read ads in podcast advertising. Marty shares his…
- True Native Media: 10 Years of Building Trust and Scaling Podcast Advertising
To mark 10 years of True Native Media, VP Nick Gryniewicz steps in as guest host to sit down with founder and CEO Heather Osgood for an honest conversation about what it really takes to build a company in podcast advertising from the groun…
- Why Focus Wins
In this episode of The Podcast Advertising Playbook , host Heather Osgood sits down with Jason Fishman, Co-Founder and CEO of Digital Niche Agency (DNA), to explore how specialization, podcasting, and thoughtful marketing strategy can driv…
- Guesting, Booking, and Brand Awareness, Oh My!
In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Sam Brake Guia, Co-Founder of Podwritten and host of Mics to Millions. Sam works at the center of podcast guesting, booking, and creator strategy, brin…
- Where Influencer Meets Audio
This week, host Heather Osgood sits down with Steve Rock , a leader in the influencer and creator marketing space, for a conversation that bridges two worlds advertisers often treat as separate: podcasting and influencer marketing. With de…
- From Ears to Eyes: How Video Is Reshaping Podcast Advertising
In this episode of The Podcast Advertising Playbook , host Heather Osgood sits down with Matt Drengler, Head of Partnerships at Podscribe, to explore one of the hottest questions in the industry today: how video is changing podcast adverti…
- Driving Innovation in Podcast Advertising with Greg Glenday of Acast
In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Greg Glenday, CEO of Acast, the world's largest independent podcast company. These two industry experts talk about growth, monetization and expansion,…
- The Problem with Category-Based Ad Buying
In this episode of The Podcast Advertising Playbook, host Heather Osgood shares why choosing shows by category isn't the best advertising strategy, and what to do instead. In this episode, you will hear: Why choosing shows by category ofte…
- Unlocking Programmatic Potential with AI
In this episode of The Podcast Advertising Playbook, David "DK" Krulewich joins host Heather Osgood to talk about the value of programmatic ads, and how AI powered ad tech can help maximize both reach and revenue. David Krulewich is the CE…
- Growing Your Audience: The Power of Cross-Promotion
In this episode of the Podcast Advertising Playbook, host Heather Osgood sits down with Lauren Passell, Founder and CEO of Tink Media, a podcast growth and discovery company. Lauren shares how creators can grow their audience and increase…
- Creating for Kids: Why Video Matters for Young Audiences
On this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Lynn Kestin Sessler, Executive Producer behind children’s podcasts and video content for Nickelodeon, PBS, and FableVision. With deep experience in both tra…
- Inside Talent Development
In this episode of The Podcast Advertising Playbook , host Heather Osgood is joined by Jeff Stormer, Talent Development Manager at True Native Media. With nearly a decade of experience in podcasting, Jeff brings a creator-first perspective…
- Sound Decisions: How Creative Testing Elevates Podcast Advertising
In this episode of The Podcast Advertising Playbook , host Heather Osgood welcomes Scott Simonelli, Founder and CEO of Veritonic, the leading audio intelligence platform. Scott shares how creative testing empowers brands to produce more ef…
- Beyond the Feed: How Influencer Marketing is Shaping Podcast Advertising
In this episode of The Podcast Advertising Playbook , host Heather Osgood sits down with Ed Fuller, CEO and Founder of Media Bodies, an influencer marketing agency bridging the worlds of social media and podcast advertising. Ed shares his…
- The Big 2-0-0: Highlights, Hits, and Hot Takes from the Playbook Archives
In this milestone 200th episode, host Heather Osgood takes a look back at some of the most defining conversations and insights shared over the years on The Podcast Advertising Playbook . From the early days of educating marketers on podcas…
- From PR to Podcasting
In this episode of The Podcast Advertising Playbook , host Heather Osgood sits down with Chris Norton, Founder and Managing Director of Prohibition PR and host of Embracing Marketing Mistakes . With a deep background in public relations an…
- Using Ads to Monetize Your Podcast
In this special episode swap, Heather Osgood joins Sam Brake Guia on the Mics to Millions podcast for an insightful conversation about what it really takes to monetize a podcast through advertising. As the founder of True Native Media, Hea…
- Cracking Multiformat Success
In this episode of The Podcast Advertising Playbook , host Heather Osgood is joined by Mark Pafume, Vice President of Sales and Customer Success at Podbean. With years of experience guiding creators and brands through the evolving podcast…
- Community Is the New Currency
In this episode of The Podcast Advertising Playbook , host Heather Osgood is joined by Angela Hollowell, Podcast Host and Producer of Honey and Hustle . Angela shares how her podcast centers stories of creative entrepreneurs and changemake…
- Forever Dog Unleashed: Simulcasts, Sets, and Star Power
Join Heather Osgood as she sits down with Joe Cilio, CEO and Co-Founder of Forever Dog Productions, to explore how the network has evolved over the past decade—most recently with a bold pivot into video podcasting. Joe takes us behind the…
- Love Is Blind, But Ads Shouldn’t Be – A Podcast Advertising Playbook Special
On this solo episode of The Podcast Advertising Playbook , Heather Osgood dives into the world of podcast advertising through the lens of reality TV’s favorite matchmaking experiment— Love Is Blind . Spoiler alert: when it comes to ads, lo…
- Rewriting the Podcast Ad Playbook with Hetal Patel of iHeartMedia
This week on The Podcast Advertising Playbook , host Heather Osgood sits down with Hetal Patel, President of Ad Intelligence at iHeartMedia, to unpack how data, technology, and strategy are shaping the next era of podcast advertising. With…
- Ad It Up: Podcasting with the IAB
This week on The Podcast Advertising Playbook , host Heather Osgood sits down with Matt Shapo, Director of Digital Audio and Video at the IAB, to explore the evolving landscape of podcast advertising—from emerging tech to evolving standard…
- Inside the Calm: Kirk Martin on Podcasting, Growth & Sponsorships
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. W…
- From Wonder to Acast: Where Branded Content is Headed Next
This week on The Podcast Advertising Playbook , host Heather Osgood sits down with Shira Atkins, Global SVP of Business Development & Partnerships at Acast and former Co-Founder & Chief Revenue Officer of Wonder Media Network. With Acast’s…
- Scaling Smarter: The Next Phase of Podcast Advertising
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…
- Podcasting, Profits & the Power of Audiencelift
This week on The Podcast Advertising Playbook , host Heather Osgood is joined by Robert Tuchman, Co-founder of Amaze Media Labs, to discuss the evolving landscape of podcast advertising and how technology is shaping audience growth and mon…
- From Curation to Community: How Podcasts Grow with Arielle Nissenblatt
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 h…
- The Podcasting Crystal Ball: James Cridland on Industry Shifts, Metrics & What’s Next
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 y…
- The Sound of Trust: Inside NPM's Approach to Podcast Advertising
This week on The Podcast Advertising Playbook , host Heather Osgood is joined by Gina Garrubbo, President & CEO of National Public Media, and Bryan Moffett, COO of NPM and SVP of Network Growth at NPR, for an insightful conversation about…
- Behind the Mic with Andrew Giancola
This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Andrew Giancola, the host of The Personal Finance Podcast and member of True Native Media's roster, for an insightful conversation about podcasting in the pers…
- Building Authentic Connections: Podcast Advertising, Trends, and Strategy
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 m…
- The Future of Podcast Advertising: Insights from Lex Friedman
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 bac…
- Brand Safety in Podcasts: Risks, Trust & Ethical Challenges
This week on The Podcast Advertising Playbook, we dive into the evolving landscape of brand safety in podcasting and explore how it differs from other media like digital ads and social media with Valerie Reimer, VP Ad Tech & Product Partne…
- Introducing Podcast Perspectives: Navigating the Evolution of Ads with TWiT.tv’s Lisa Laporte
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 po…
- Adventures in Ads: Behind the Scenes with an Ad Delivery Specialist
This week on The Podcast Advertising Playbook, our host Heather Osgood sits down with seasoned ad delivery specialist from True Native Media, Hannah Gayhardt, to uncover the secrets behind successful podcast advertising. Whether you're new…
- Spot On: How Ad Placement & Transparency Are Shaping Podcasting’s Future
This week on The Podcast Advertising Playbook , we’re joined by Chris Bowlby, SVP of Sales at Soundrise, for an in-depth look at the dynamic landscape of podcast advertising. We explore key topics such as ad load, spot placement, and trans…
- Podcasting 101: The Ultimate Beginner's Guide for Brands
This week on The Podcast Advertising playbook, our host Heather Osgood breaks down how companies with zero podcasting experience can take the first steps to dive in, even on a budget. We’ll discuss simple strategies for leveraging podcast…
- The AI Revolution: Ads, Ethics, and the Road Ahead
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 t…
- From Frenemies to Podcast Pioneers
"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 Adverti…
- Talking Shop with Veritone One
“I feel like one of the big [missing pieces] is [tackling] frequency. That is something we’re working on trying to control more with our partners. So a definite need is refined frequency tools, and maybe understanding how much market share…
- Unpacking Podscribe's Quarterly Benchmark Report
“We talk about how podcast advertising is sort of the last channel without ridiculous ad fatigue. We're starting to sort of enter into a space where we need to be really careful because we're going to start sort of diminishing that.” This…