Podcast Advertising Playbook with Heather Osgood

We’re live from Podcast Movement with Norma Jean Belenky for a candid conversation about where podcasting is right now, and where it’s headed.Together, Heather and Norma Jean dig into some of the challenges facing the industry, the conversations podcasting needs to keep having, and why, despite all the doom and gloom, there’s still so much to be excited about. They also talk about Norma Jean’s work with PodBiz, what she’s seeing from creators and businesses across the space, and why podcasting remains one of the rare mediums where someone can build an audience, a brand, and an entire business from the ground up.Recorded live at Podcast Movement, this episode is an honest look at an industry that’s still evolving, still figuring things out, and still full of opportunity.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

As podcasting expands beyond the traditional RSS feed, creators and publishers have more opportunities than ever to reach audiences, but what are they giving up in exchange?In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Andy Slater, Head of Partnerships & Strategy at ART19, to unpack what “control” really means in today’s increasingly distributed podcast ecosystem. They explore the rise of video, the trade-offs between reach and ownership, whether creators risk becoming too dependent on distribution partners, and how publishers should think about choosing the right platforms for their content.They also tackle a bigger industry question: Has the definition of a podcast fundamentally changed? Andy shares his perspective on a format-agnostic future, what makes podcasting distinct even as its boundaries expand, and what creators and advertisers should be thinking about as audience behavior continues to evolve.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Laura Mayer has spent her career inside some of podcasting’s most influential companies. Now, she’s looking back at the ambition, anxiety, and relentless drive that came with building a career in a fast-moving industry.In this episode, Heather sits down with Laura, podcast executive and author of Tryhard: A Cautionary Tale of Clocking In and Spinning Out, to talk about what happens when professional ambition becomes impossible to turn off, and what she learned when she finally did.They also take a candid look at where podcasting stands today: the industry’s obsession with video, what audio lovers should actually be worried about, what the business still isn’t paying enough attention to, and whether podcasting has outgrown some of the culture that defined its early years.It’s a conversation about ambition, burnout, podcasting’s identity crisis, and figuring out what success looks like when you stop trying quite so hard.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Podcasting is evolving faster than the systems built to measure it. Audiences are moving between audio and video, consumption is increasingly happening across closed platforms, and advertisers are being asked to make sense of performance without always having access to the full picture.In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Dan Granger, CEO and Founder of Oxford Road, to unpack the newly released AMP Accords (Alliance for Measurement in Podcasting) and the larger questions they raise for the future of podcast advertising.They explore what actually qualifies as a podcast in an increasingly video-first world, who should own podcast budgets inside major brands, and what happens when audiences migrate to platforms where measurement and attribution work very differently.At the center of the conversation is a bigger question: As podcasting evolves, can the advertising ecosystem evolve with it?Heather and Dan examine what greater industry alignment could look like, what advertisers need from platforms like Apple, Spotify, and YouTube, and whether the push toward video could fundamentally change how podcast advertising is bought, measured, and valued.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Podcast advertising has matured, but measurement is still one of the most misunderstood aspects of the industry.In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Jason Fialkov, Vice President of Sales at Claritas, to unpack how marketers should really be evaluating podcast performance in today's privacy-first landscape.Together, they explore the biggest misconceptions surrounding podcast attribution, the difference between downloads, conversions, and true business impact, and whether traditional tools like promo codes and vanity URLs still have a place alongside more advanced measurement solutions. They also discuss why YouTube can't be measured the same way as audio podcasts, how evolving privacy regulations and the loss of third-party cookies are reshaping attribution, and what today's data reveals about podcasting's ability to drive both brand awareness and lower-funnel results.Finally, Jason shares his perspective on how AI will transform campaign measurement over the next several years and the one piece of advice every CMO should hear before investing in podcast advertising.Whether you're a brand, agency, or creator looking to better understand podcast effectiveness, this episode offers a practical framework for measuring what actually matters.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.