Why Podcast Ads Should Be Part of Your Marketing Strategy

from Marketing Leadership Podcast: Strategies From Wise D2C & B2B Marketers · host Dots Loves Marketing

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 Osgoodhttps://www.linkedin.com/in/podcastadvertising/True Native Media Podcast Advertising | LinkedInhttps://www.linkedin.com/company/tnma/True Native Media Podcast Advertising | Websitehttps://truenativemedia.com/Insightful Links:https://truenativemedia.com/2021-marketing-plan/https://www.quillpodcasting.com/blog-posts/podcast-advertising-should-be-paid-strategyhttps://advertise.acast.com/news-and-insights/7-reasons-why-you-need-podcast-advertising-in-your-marketing-mixThanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

What this episode covers

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 Osgoodhttps://www.linkedin.com/in/podcastadvertising/True Native Media Podcast Advertising | LinkedInhttps://www.linkedin.com/company/tnma/True Native Media Podcast Advertising | Websitehttps://truenativemedia.com/Insightful Links:https://truenativemedia.com/2021-marketing-plan/https://www.quillpodcasting.com/blog-posts/podcast-advertising-should-be-paid-strategyhttps://advertise.acast.com/news-and-insights/7-reasons-why-you-need-podcast-advertising-in-your-marketing-mixThanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds

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Why Podcast Ads Should Be Part of Your Marketing Strategy

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This episode is 31 minutes long.

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This episode was published on May 22, 2025.

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