Why Podcast Ads Should Be Part of Your Marketing Strategy

Join Dots Oyebolu as he speaks to Heather Osgood, Founder of True Native Media Podcast Advertising, a podcast representation agency that specializes in connecting mid-level shows with advertisers.

Heather shares the growing value of podcast advertising in modern marketing strategies. She explores the unique power of host-read ads, the intentional nature of podcast audiences, and how brands can benefit from targeted campaigns even without producing a podcast themselves.

Key Takeaways:

(03:45) Host-read ads build trust and drive strong purchase intent.

(05:05) Podcast listeners are highly engaged, consuming up to 80% of episodes.

(07:04) Small, niche B2B audiences can be very effective for advertisers.

(08:18) Define the podcast’s purpose before pursuing monetization.

(10:28) Business, marketing and finance podcasts perform well in ad sales.

(16:02) Think about the size of the audience you’re targeting.

(25:56) Promo codes, landing pages and pixel tracking help measure ROI.

(28:41) Podcast ads enhance other media performance through a multi-channel marketing mix.

(29:26) Podcast ads boost channel synergy, tripling video performance when run together.

Resources Mentioned:

Heather Osgood

https://www.linkedin.com/in/podcastadvertising/

True Native Media Podcast Advertising | LinkedIn

https://www.linkedin.com/company/tnma/

True Native Media Podcast Advertising | Website

https://truenativemedia.com/

Insightful Links:

https://truenativemedia.com/2021-marketing-plan/

https://www.quillpodcasting.com/blog-posts/podcast-advertising-should-be-paid-strategy

https://advertise.acast.com/news-and-insights/7-reasons-why-you-need-podcast-advertising-in-your-marketing-mix

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