Heather Osgood is the owner of True Native Media, and returns to talk about the same thing we talked about last time – podcast monetization strategies. A lot has changed since Heather’s last visit on the show, but one thing that has not changed is suggesting podcasters consider their niche audience when seeking advertisers. And podcast monetization methods extend beyond traditional ads; consider Patreon support, affiliate partnerships, and direct brand relationships. Heather emphasizes the importance of understanding different ad types as well: baked-in, dynamic insertion, and host-read ads; each with unique pricing and engagement strategies.
One golden suggestion from Heather – know which advertisers to approach. Podcasters should focus on mid-level companies within their industry rather than large, hard-to-reach brands. The key is creating long-term partnerships by understanding an advertiser’s expectations and delivering value and added value.
Something else we often forget is to highlight podcasting’s unique strength: high listener engagement, with audiences typically consuming 80% of an episode compared to seconds on social media platforms. Her podcast brokerage service offers another monetization avenue, helping podcasters sell their shows to interested buyers or networks. Do you know how much of your show listeners are consuming? Apple and Spotify have that data for you, if you know how to access it.
You definitely want to follow Heather’s show, Podcast Advertising Playbook, and if you feel your show is ready to be represented by True Native Media – reach out to her and her onboarding team. (She explains who would be an ideal partner in the show)
A Transcript and video of the show is available on our network page.
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Thanks to the following organizations for supporting the show:
Nlogic – TV & Radio Audience Data Solutions
Mary Anne Ivison at Ivison Voice. – Make her the female voice of your radio station.
Megatrax – Licensed Music for your radio station or podcast production company.
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Matt Cundill works with radio groups on digital strategies and talent coaching. He recently started the Sound Off Podcast: The Podcast about Broadcast”
E-mail Matt:
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Twitter: @mattcundill
” The Sound Off Podcast is committed to helping broadcasters find their way through the digital revolution. “
