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 discoverability with cross-promotion, interactive audience engagement, and creating the perfect pitch. You’ll hear: Insights from Lauren’s success in marketing and PR for audio Strategies to make your show more marketable Ideas for interacting with listeners to make them feel like a part of the show How you can use cross-promotion to grow your audience and increase discoverability If you’re curious about what works (and what doesn’t) in successful podcast marketing, this one is a must-hear! 🔗 Resources & Links: Tink Media: https://tinkmedia.co/ Lauren’s newsletter, Podcast The Newsletter: https://podcastthenewsletter.substack.com/
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 traditional media and digital storytelling, Lynn shares her perspective on creating engaging, age-appropriate content for younger audiences—especially on video-forward platforms like YouTube. She breaks down the unique challenges and opportunities of reaching kids through podcasting, and why an integrated video strategy is essential in today’s landscape. In this episode, we cover: Why YouTube is key to discovery for kid-focused podcasts How to create content that’s both fun and safe for young audiences Strategies for YouTube optimization and audience targeting The balance between audio integrity and visual engagement Ethical considerations when producing for children Whether you’re a brand or creator working in the family and kids space—or simply curious about what it takes to succeed in youth-oriented podcasting—Lynn’s insight offers a smart, strategic lens into a fast-growing segment of the industry.
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 to talent recruitment, onboarding, and show development. Jeff shares how his passion for meaningful conversations and relationship-building led him to podcast advertising—and how that same passion fuels his approach to identifying and supporting podcast creators. From evaluating brand readiness to understanding evolving creator mindsets, Jeff offers a behind-the-scenes look at what it takes to thrive on a podcast ad network. You’ll hear Jeff’s insights on: The qualities that make a podcast “brand-ready” What advertisers are looking for in creators today Why excitement and intentionality matter more than perfection How onboarding works at True Native Media and why it's built for long-term success Whether you’re a podcaster looking to monetize or an advertiser curious about what goes into a show’s ad potential, this episode provides a rare look at the human side of talent development in the podcast space.
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 effective podcast ads—and why this approach is becoming essential as audio advertising matures. From host-read spots to dynamic creative, Scott explains what really moves the needle and how data can guide smarter decisions without sacrificing authenticity. In this conversation, you’ll learn: How creative testing works in podcasting and why it’s critical for advertisers Whether and how host-read ads can be tested effectively Which elements of creative—messaging, tone, music, voice—have the most impact What surprising insights Veritonic has uncovered through testing How advertisers can use data to optimize live campaigns The right way to balance precise targeting with the trust listeners expect How creative intelligence will shape the future of cross-channel audio advertising If you want to understand how data and creativity intersect to drive podcast performance, this episode is a must-listen.
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 perspective on why podcast ads aren’t just another media buy—they’re an authentic extension of influencer marketing itself. He offers insights into how brands are evolving their strategies, the role video plays in today’s campaigns, and why measurement is getting more sophisticated. In this conversation, you’ll hear: How Ed’s agency approaches podcast advertising differently from traditional channels Whether podcast ads should be considered influencer marketing—and why it matters The biggest shifts in the podcast ad landscape over the past 12–18 months What metrics clients really care about when measuring success How podcast ads can work alongside other influencer campaigns A behind-the-scenes look at a standout campaign that delivered exceptional results Whether you’re a marketer, agency, or creator, this episode will help you rethink what’s possible when podcasting and influencer marketing come together.
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 podcast ad basics to tackling today’s complex issues around distribution, targeting, and ROI, this episode reflects on how far the industry (and this podcast) has come. Like raising a child, podcasting changes in small, almost imperceptible ways, until you look back and realize just how far it’s evolved. We revisit key themes and takeaways from standout episodes, including: Foundational best practices for getting started in podcast advertising How censorship, piracy, and platform policies are shaping the industry The importance of testing and targeting in successful direct response campaigns Emerging trends in programmatic, consolidation, and content growth Smart strategies for reaching broad audiences and building emotional connection through ads Whether you’ve been with us since episode one or you’re tuning in for the first time, this retrospective offers valuable perspective on the evolution of podcast advertising, and what marketers should be thinking about next. Thank you for being part of our journey to 200 episodes!
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 and brand strategy, Chris brings a unique perspective on how podcasting fits into a successful marketing mix. Chris shares the journey behind building his award-winning agency and what led him to launch a podcast focused on marketing missteps. He explores the power of earned media in the podcast space and why podcasting offers brand storytelling opportunities that traditional channels often miss. Here’s what we cover in this episode: How podcasting enhances brand storytelling in a cluttered media landscape Why earned media matters in audio and how brands can tap into it The connection between podcast advertising and PR strategy A marketing mistake that led to surprising insights Where creative growth is headed in podcast advertising Whether you're a brand looking to build trust or a marketer eager to refine your podcast strategy, this conversation is full of actionable insights from both the PR and podcasting worlds.
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, Heather brings a wealth of experience to the discussion, breaking down the evolving landscape of podcast monetization—from programmatic ads to host-read endorsements and everything in between. Key topics covered in this episode: The pros and cons of programmatic vs. host-read ads Why mid-sized health podcasts are becoming increasingly attractive to advertisers How to build long-term, authentic sponsor relationships Choosing between baked-in and dynamic ad formats What advertisers are truly looking for when they invest in podcasts Smart monetization strategies for shows with fewer than 5,000 downloads per episode Whether you're a seasoned podcaster or just starting to explore ad revenue opportunities, this episode offers clear, practical advice to help you build a sustainable and values-aligned monetization strategy.
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 landscape, Mark brings a fresh perspective on why combining video and audio is no longer just a nice-to-have, it’s a must for growth-minded podcasters. Mark dives into the current media environment and explains why now is a pivotal moment for creators to expand their reach across multiple formats. He offers insights on the unique discoverability challenges (and opportunities) of video-first versus audio-first platforms, as well as actionable tips for podcasters looking to streamline production without sacrificing quality. In this episode, Heather and Mark discuss: Why creators can no longer ignore the power of video The pros and cons of video-first vs. audio-first platforms for discoverability Workflow strategies to reduce burnout when producing in both formats What metrics matter most when tracking multiformat success Common pitfalls creators face when venturing into video Whether you're an audio purist or already dabbling in video, this episode will help you build a sustainable strategy that grows your audience and multiplies your impact.
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 changemakers, and why building a vibrant, engaged community around that content has been key to its growth. Fresh off her session at Podcast Movement Evolutions, Angela dives into why community-building isn't just a nice-to-have in today's podcast landscape—it's essential. She explains what it means to create a “thriving ecosystem” around a podcast and how this ecosystem can become a powerful value-add for both creators and advertisers. Key discussion points include: How Honey and Hustle connects storytelling with community-building Common pitfalls podcasters face when trying to build community Why advertisers are paying more attention to audience engagement metrics If you're looking to elevate your podcast's impact—not just through downloads, but through deep listener relationships that attract brands—this episode offers practical strategies and fresh insights from the front lines.
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 curtain on the logistical and strategic challenges of adding video to an audio-first operation, the monetization opportunities (and limits) across YouTube and Spotify, and why visual storytelling matters now more than ever. He also dives into Forever Dog’s innovative approach to talent development, including their groundbreaking work with drag icons through Moguls of Media. In this episode, we cover: What Forever Dog’s transition to video really looked like behind the scenes The monetization model for video podcasts—CPMs, simulcasts, and platform payouts How Forever Dog approaches YouTube packaging, set design, and branding Building successful partnerships with creators What a ten-year-old podcast network is doing to stay fresh in 2025 Whether you’re a podcast creator, advertiser, or strategist, this episode offers a smart, forward-thinking look at where the industry is headed.
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, love at first listen isn’t always guaranteed. Just like the hopeful couples in the pods, advertisers sometimes enter the podcast space with high hopes but no clear strategy. Heather shares why going in blind can lead to unmet expectations and why partnering with podcast ad experts can help you find your perfect match. This episode is all about setting realistic expectations, embracing the testing process, and building strong, data-driven relationships with your audience. Key discussion points: Why advertisers shouldn’t “go in blind” when launching podcast campaigns The importance of working with experts to guide your strategy How testing and iteration lead to long-term success What to do when your campaign doesn’t go as planned Why every brand should run a test campaign before committing to long-term partnerships Whether you're new to podcast advertising or trying to figure out why your last campaign didn’t work, this episode is a reminder that finding the right fit—just like love—takes time, patience, and a smart strategy.
This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Hetal Patel, President of Ad Intelligence at iHeartMedia, to unpack how data, technology, and strategy are shaping the next era of podcast advertising. With deep expertise in media measurement and a front-row seat at one of the industry's biggest players, Hetal shares how iHeartMedia is harnessing ad intelligence to deliver smarter, more effective campaigns—and what that means for brands looking to make an impact. In this episode, Heather and Hetal discuss: How ad intelligence is driving innovation in podcast advertising. The trends shaping how brands approach podcast ad campaigns today. How iHeartMedia uses data to enhance targeting and performance measurement. Advice for brands new to podcasting and measuring ad success. How leaders can stay ahead of fast-moving industry shifts, and more! Whether you're a brand, an agency, or an audio insider, this conversation offers valuable insight into the future of podcast advertising—and how to use intelligence to stay ahead of the curve.
This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Matt Shapo, Director of Digital Audio and Video at the IAB, to explore the evolving landscape of podcast advertising—from emerging tech to evolving standards. With podcasting in the spotlight and video on the rise, Matt shares how the IAB is helping guide the industry forward while keeping trust, scalability, and innovation at the center of it all. In this episode, Heather and Matt discuss: The limitations and opportunities of video podcast advertising. How host-read ads are evolving—and where they still shine. What the IAB is doing to improve transparency in programmatic. Whether DAI is helping or hurting the listener experience. Ad load best practices and where the industry can improve. The future of AI in podcast advertising. If you're looking to stay ahead of where podcast advertising is headed—or better understand the standards shaping the space—this episode is packed with insight you won’t want to miss!
This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Kirk Martin, host of The Calm Parenting Podcast, to pull back the curtain on what it takes to build a successful show while staying true to your mission. With millions of downloads and a dedicated audience, Kirk shares how he’s grown Calm Parenting into a go-to resource for parents—and why he decided to bring advertisers into the mix. In this episode, Heather and Kirk discuss: The inspiration behind The Calm Parenting Podcast and its evolution. Why Kirk started accepting advertisers and what makes a great brand partnership. How he balances authenticity with sponsorships. Strategies he’s used to grow his audience. What he wishes he had known before starting his podcast. If you’re a podcaster looking to grow your show while staying true to your voice—or an advertiser wondering what makes a podcast partnership successful—this episode is a must-listen!
This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Shira Atkins, Global SVP of Business Development & Partnerships at Acast and former Co-Founder & Chief Revenue Officer of Wonder Media Network. With Acast’s recent acquisition of WMN, Shira shares insights on the evolution of branded content in podcasting and where the industry is headed next. In this episode, Heather and Shira discuss: The origins of Wonder Media Network and the market gap it aimed to fill. What Acast’s acquisition means for the future of branded podcasting. The biggest misconceptions brands have about branded content. How brands should think beyond audio to maximize impact. The evolution of podcast advertising and what’s next in 2025. If you want to stay ahead of the curve in branded podcasting, this episode is packed with expert insights!
This week on The Podcast Advertising Playbook, host Heather Osgood sits down with Eric Smith, President & COO of Incremental Media, to explore the evolution of podcast advertising and what’s next for the industry. With years of experience in media and a front-row seat to podcasting’s growth, Eric shares insights on the biggest shifts shaping the space and how advertisers can navigate the opportunities ahead. In this episode, Heather and Eric discuss: The journey of Incremental Media and how podcast advertising became a key focus. The turning point when podcast ads proved to be a major force in media. The most rewarding aspects of working in the podcast industry. The biggest industry shifts that have influenced how advertisers approach podcasting. Common mistakes brands make when entering the space—and how to avoid them. How the industry can balance ad volume with a great listener experience. What’s next for Incremental Media and the innovations shaping the future of podcast advertising. If you want an inside look at the podcast ad industry from a seasoned expert, this episode is packed with valuable insights!
This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Robert Tuchman, Co-founder of Amaze Media Labs, to discuss the evolving landscape of podcast advertising and how technology is shaping audience growth and monetization. With a deep background in media and entrepreneurship, Robert shares his journey into podcasting and the innovative tools his team has developed to help creators and advertisers succeed. In this episode, Heather and Robert dive into: What inspired Robert to launch Amaze Media Labs and how his background led him to podcasting. The importance of aligning product vision with the needs of podcasters and advertisers. How Audiencelift helps creators grow their audience and increase monetization opportunities. Real-world success stories showcasing Audiencelift’s impact on podcast engagement and revenue. The role of technology in improving podcast advertising and the tools podcasters can use to maximize their ad potential. What excites Robert the most about the future of podcasting and where the industry is headed. If you’re looking for expert insights on audience growth, podcast monetization, and the latest innovations in podcast advertising, this episode is a must-listen!
This week on The Podcast Advertising Playbook, host Heather Osgood is joined by Arielle Nissenblatt, founder of EarBuds Podcast Collective, podcast community builder, and passionate advocate for audio storytelling. Arielle has dedicated her career to helping listeners discover new shows and supporting creators in growing their audiences through thoughtful curation and community engagement. In this episode, Heather and Arielle explore: Arielle’s journey into podcasting and what sparked her passion for curating podcasts for diverse audiences. How she selects the shows featured in EarBuds Podcast Collective and the key factors that make a podcast stand out. The evolution of the podcasting landscape—from changes in content and audience behavior to shifts in monetization strategies. The impact of social media platforms like Twitter, Instagram, and TikTok on podcast promotion and audience growth. Why podcast collaborations can be a game-changer for creators and what makes a partnership truly successful. Arielle’s insights on building strong podcast communities and fostering deeper listener engagement. If you're interested in podcast discovery, audience growth strategies, and the power of community in audio, this is an episode you won’t want to miss!
This week on The Podcast Advertising Playbook, host Heather Osgood is joined by James Cridland, Editor of Podnews and a renowned radio futurologist, for a deep dive into the evolution of podcasting and what’s next for the industry. With years of experience analyzing trends, technology, and audience behavior, James brings valuable insights into how podcasting has transformed—and where it’s headed. In this episode, Heather and James explore: The origins of Podnews and what inspired James to create a go-to resource for podcast industry news. The biggest shifts in podcasting over the past five years and how they’ve impacted creators, advertisers, and listeners. Key trends shaping the future of podcasting and what to expect in the next 3-5 years. The ongoing debate around podcast analytics—what’s working, what’s missing, and where measurement is headed. The differences between downloads, streams, and plays—why they matter and what they really tell us about audience engagement. Why podcast players hold back data on listening behavior and what that means for advertisers and creators. If you’re looking to stay ahead of the curve in podcast advertising and industry trends, you won’t want to miss this conversation with one of the most knowledgeable voices in the space!