Don’t Judge a Podcast By Its Cover
06/12/24 • 35 min
“But the thing that I love about podcasting, even still today, is that the film industry is so gigantic, and there are so many stakeholders and different voices involved in making any kind of decision. Podcasting, when I first got into it, still felt like the silent movie days. Like we were all kind of a bunch of amateurs jumping into this business and figuring it out.”
In today’s episode, our host, Heather Osgood, is joined by Ben Mathis, the Chief Content Officer at Airwave. Ben shares his journey to becoming the Head of Content at Airwave, a podcast network of over 100 podcasts and YouTube channels, and his opinions on the current podcasting landscape.
Tune in to hear Heather and Ben discuss:
- Why advertisers need to consider the type of content just as much as the audience demographic
- Breaking the stereotypes often associated with different genres of podcasts
- What to consider in terms of brand safety and content alignment
- The state of content integration with other channels like YouTube and Newsletters
- The dangers of too narrowly defining podcasts
___________________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
“But the thing that I love about podcasting, even still today, is that the film industry is so gigantic, and there are so many stakeholders and different voices involved in making any kind of decision. Podcasting, when I first got into it, still felt like the silent movie days. Like we were all kind of a bunch of amateurs jumping into this business and figuring it out.”
In today’s episode, our host, Heather Osgood, is joined by Ben Mathis, the Chief Content Officer at Airwave. Ben shares his journey to becoming the Head of Content at Airwave, a podcast network of over 100 podcasts and YouTube channels, and his opinions on the current podcasting landscape.
Tune in to hear Heather and Ben discuss:
- Why advertisers need to consider the type of content just as much as the audience demographic
- Breaking the stereotypes often associated with different genres of podcasts
- What to consider in terms of brand safety and content alignment
- The state of content integration with other channels like YouTube and Newsletters
- The dangers of too narrowly defining podcasts
___________________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
Previous Episode
It’s All Content Driven
“If we’re truly going to hit our goals, it’s going to be essential for us to offer, all in unison if possible, the same opportunities to invest in podcasting that advertisers have in the video and the rest of the audio space.”
In today’s episode, host Heather Osgood is joined by John Fitzgerald, the EVP of Ad Sales at DAX US. Tune in to hear Heather and John discuss:
- The shift in advertisers being interested in the whole package, not just podcasts
- Is it true that you should only advertise on the top 1% of podcasts?
- What level of targeting actually exists for podcasting?
- The benefits of taking a broad approach to selecting shows
______________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
Next Episode
Share Of Voice, Episodic Separation, & Ad Load
This solo episode features our host, Heather Osgood, and she answers questions about a hot topic in advertising: Share of Voice.
According to Sounds Profitable, Share of Voice refers to the percentage of impressions that one advertiser receives measured against the total impressions within a specific ad position or an entire episode.
Tune in to hear Heather discuss Share of Voice and how it works in tandem with episodic separation and overall ad load.
______________________________________
More of a visual person? Watch this episode on YouTube.
Ready to learn more? Check out our blog for more podcast advertising tips.
If you get value from the content, please consider subscribing and leaving a review!
You can also follow us on social
Twitter - @truenativemedia
Instagram - @truenativemedia
YouTube - Heather Osgood
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
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