Prioritizing Brand Sustainability
07/12/23 • 41 min
“We always try to say, no matter how much data we have, no matter how strong of a relationship we have with our hosts, things can still happen.”
The threat of controversy is always in the back of an advertiser’s mind. What if the show they’re partnering with offends people? What if old, harmful tweets from the host come to light? There’s no way to know what the future holds, but there are ways you can prioritize your brand’s sustainability.
Today’s episode of The Podcast Advertising Playbook is a special one because, for the first time, Heather is joined by two leaders in the industry, Tamara Zubaity and Jennifer Laine. Tamara and Jennifer are experts in brand sustainability, and along with Heather, they discuss:
- The impact of Stakeholder Capitalism
- The Global Alliance for Responsible Media (GARM) and its place in the podcast industry
- Brand Safety vs. Brand Sustainability
- How to handle hosts in a controversy
- AI vs. Machine Learning
________________________________________
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 - True Native Media
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
“We always try to say, no matter how much data we have, no matter how strong of a relationship we have with our hosts, things can still happen.”
The threat of controversy is always in the back of an advertiser’s mind. What if the show they’re partnering with offends people? What if old, harmful tweets from the host come to light? There’s no way to know what the future holds, but there are ways you can prioritize your brand’s sustainability.
Today’s episode of The Podcast Advertising Playbook is a special one because, for the first time, Heather is joined by two leaders in the industry, Tamara Zubaity and Jennifer Laine. Tamara and Jennifer are experts in brand sustainability, and along with Heather, they discuss:
- The impact of Stakeholder Capitalism
- The Global Alliance for Responsible Media (GARM) and its place in the podcast industry
- Brand Safety vs. Brand Sustainability
- How to handle hosts in a controversy
- AI vs. Machine Learning
________________________________________
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 - True Native Media
LinkedIn - Heather Osgood | True Native Media | Podcast Advertising Playbook
Previous Episode
Utilizing a Niche Audience
“I think that’s how a lot of really good podcasts are made. When you’ve got that passion, and you have a message that you really want to share and get out into the world - and there’s no trepidation of, like, I have to have everything planned out perfectly.”
It’s not every day that we talk about True Native Media on The Podcast Advertising Playbook, but today’s guest is one of the many hosts we work with. Gillian Tietz is the host of the Sober Powered podcast and founder of Sober Powered Media, a network that empowers podcasters to market, grow, and monetize their show.
In this week’s episode, Heather and Gillian discuss:
- Why the shows on the Sober Powered Media Network perform so well
- How you should position your ads to be relevant to your audience
- Why a small, niche audience is not a bad thing
- Top suggestions for new advertisers in the podcasting space
________________________________________
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
Podcasting is Under Construction
“Things like Facebook, CTV, etc. Like basically any other digital sort of channel, the ad tech ecosystem, the tools that advertisers use and that publishers use to get ads out there, is a lot more mature and a lot more bulletproof, and podcasting is... I think it’s safe to say that’s not necessarily the case in podcasts.
That’s still very much under construction.”
It might not seem like it since it’s all we talk about on The Podcast Advertising Playbook, but podcasting is still pretty new. Podcast advertising is nowhere near as established as radio advertising, TV advertising, or even social media marketing. But things are changing.
In today’s episode, Jared Lake, Head of Media Investments at Ocean Media, joins Heather Osgood to discuss:
- Why podcast advertising doesn’t always fall into the influencer marketing bucket
- Certain challenges involved in buying podcast ad campaigns
- What we’re all doing wrong with ad campaigns
- Brand objectives and how they translate in a podcast ad
- Are certain brands better suited for podcast advertising?
- What happens when you include a podcast in your launch strategy?
________________________________________
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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