NPR Style Ads

05/24/23 • 38 min

“I think we kind of owe it to ourselves as publishers to remember what made podcast ads so effective in the first place - they actually sounded authentic.”

NPR is one of America’s largest media companies - so they must be doing something right!

In today’s episode, Heather Osgood is joined by Brett Robinson, Senior Vice President of Ad Operations at NPR. During their conversation, they discuss:

Ways the podcast industry has changed over the years.
How ads are run at a non-profit.
The importance of building trust between a brand and listeners.
Why you might be missing out if you’re not using contextual targeting.
Challenges facing programmatic ads.
What a lead ad is and why you should be running them.

________________________________________

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

LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

“I think we kind of owe it to ourselves as publishers to remember what made podcast ads so effective in the first place - they actually sounded authentic.”

NPR is one of America’s largest media companies - so they must be doing something right!

In today’s episode, Heather Osgood is joined by Brett Robinson, Senior Vice President of Ad Operations at NPR. During their conversation, they discuss:

Ways the podcast industry has changed over the years.
How ads are run at a non-profit.
The importance of building trust between a brand and listeners.
Why you might be missing out if you’re not using contextual targeting.
Challenges facing programmatic ads.
What a lead ad is and why you should be running them.

________________________________________

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

LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

Previous Episode

IAB’s 2023 Podcast Ad Revenue Report

It’s time for the IAB’s annual Podcast Advertisement Revenue Report!

IAB stands for the Interactive Advertising Bureau, and each year they put together an event where advertisers and content creators alike come together and talk about opportunities within the podcast space - but we’re most excited for the revenue study.

This revenue study gives us a great picture of where we’ve been and where we’re going when it comes to podcast advertising.

In today’s episode, True Native Media CEO Heather Osgood is here to break down the revenue study and discuss what the future holds for podcast advertising.

Read the full study here.

________________________________________

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

LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook

Next Episode

Podcast Advertising on a Global Scale

“Australians are used to hearing a US accent deliver a Blue Apron ad. And because of that, when Australians hear a US accent in an ad space on a podcast, they tend to now switch off because they know that product’s not for them.”

We talk a lot about podcast advertising here on The Podcast Advertising Playbook, but we rarely talk about it on a global level. Corey Layton, Head of Digital Audio/iHeartPodcast Network Australia at ARN, is here to share his experience leading podcast advertising on the other side of the world.

In today’s episode, Heather and Corey discuss: