Heather Osgood: Podcast Advertising 101

Heather Osgood is the founder of True Native Media and answered
all of our questions about podcast advertising. I first met
Heather back in 2017 and was fascinated with the vision she had
for her company. While the idea of media buying was not new,
being a media buyer for podcasts was. It is believed that podcast
advertising will hit a billion dollars by 2021, and I took
interest in the methods used to connect podcasters with podcast
ads. A few weeks later, I shifted this podcast to a new podcast
host and began to experience the benefits of dynamic ad
insertion; namely the ability to increase our ad inventory.


In this episode, Heather explains how mid-level podcasters can
access ad dollars for their show. (Yes it starts with having an
IAB certified host). But more importantly, Heather explains what
dynamic ad insertion is, who needs it and what exactly is the IAB
and what IAB certified or compliant metrics are. We also discuss
the difference between what is a useful stat (Downloads) and what
is a vanity stat. (Apple Podcast Rankings) It may be that your
podcast is ready to be monetized with podcast ads and Heather
debunks the whole process.


I mentioned that Heather is a great follow on LinkedIn - please
follow her here and her company here.


Also if you are looking to monetize your podcast - you don't
necessarily need podcast ads to do it - schedule a call with me
and I'll point you in the right direction.


We also have more information and links to a few handy tools
including a list of IAB Certified hosts.


There's more about this episode on our show page!


Thanks also to the people who make this show possible
every week including:


Promosuite


Matt Fogarty Voiceovers


Justin Dove at Core Image Studios


Megatrax


The NLogic Services Division,


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