Make Better

S1 E20: The Evolution of Podcast Advertising: Insights with Grant from Right Side Up

Dive into the dynamic world of podcast advertising with Amelia, Adam, and special guest Grant, Director of Offline Practice at Right Side Up. With nearly a decade of experience in podcast and offline media advertising, Grant unpacks the intricacies of this booming industry. From building meaningful publisher relationships to leveraging performance marketing strategies, this episode covers the ins and outs of effective podcast advertising.Discover why podcasting has become a critical channel for both brand awareness and direct response, how data-driven insights like pixel-based attribution are reshaping the space, and why understanding the nuances of audience engagement is vital. Hear Grant's perspectives on emerging trends like YouTube's dominance in podcast consumption, the challenges of dynamic ad insertion, and the future of content-driven advertising.With real-world examples and actionable advice, this episode is a must-listen for brands, advertisers, and podcast enthusiasts looking to understand the intersection of storytelling and performance. Whether you’re navigating the basics or scaling to seven-figure podcast ad spends, this episode will inspire you to think differently about audio advertising.Podscribe.com

S1 E 19: Podcast Marketing Mastery: Top 10 Lessons in Podcast Advertising from Eric Smith

In this insightful episode of Make Better, we are joined by Eric Smith, SVP of Growth at Incremental Media, to delve deep into the world of podcast advertising. Eric, with nearly a decade of experience in the podcasting landscape, shares the top 10 lessons he has learned about making podcast ads work.Eric breaks down why podcast ads are among the most effective forms of influencer marketing, the crucial role of host-read endorsements, and why some podcasts consistently deliver outstanding results. We delve into the challenges of dynamic ad insertion, the complexities of promo code tracking, and why e-commerce brands often see the best returns from podcast ads.From understanding why mid-sized companies see the most impact to navigating the challenges of dynamic ads and promo code leaks, Eric offers practical advice and actionable insights that any marketer can apply.This episode is packed with actionable advice for brands of all sizes. Whether you're a startup trying to break through, a mid-sized company ready to scale, or a Fortune 500 brand looking to diversify, Eric's insights will help you optimize your podcast advertising strategy. Learn how to effectively test and scale your campaigns, why personalization in influencer outreach can make or break your success, and the evolving tools that are making podcast attribution more reliable than ever.Whether you're new to podcast advertising or looking to optimize your existing campaigns, this episode is packed with valuable information that will help you maximize your podcast ad ROI. Discover the importance of host-read ads, the nuances of tracking success in this emerging channel, and why patience and proper setup are key to making podcasts a core part of your media mix.Don't miss this deep dive into the world of podcast advertising—packed with practical tips and strategic advice that you can start implementing today. Whether you're new to podcast ads or a seasoned marketer, Eric's experience and wisdom offer invaluable guidance for making the most out of this powerful medium. Tune in now to learn how you can make your podcast advertising campaigns more effective and, ultimately, make better marketing decisions.Tune in to learn how to harness the full potential of podcast advertising and take your brand to the next level!

S1 E18: Pixel Progress Not Perfection: How, What, and Why Pixel-Based Attribution for Podcast Advertising

In this episode of "Make Better," hosts Amelia Coomber and Adam McNeil take us on an immersive journey into the world of pixel-based attribution for podcast advertising. As the podcast landscape evolves, understanding the nuances and capabilities of this technology becomes essential for advertisers seeking a better ROI and publisher looking to increase ad dollars.Representing Podscribe, Amelia Coomber unravels the complexities surrounding pixel-based attribution. She articulates how, despite its imperfections, this innovative approach is revolutionizing podcast advertising by addressing longstanding challenges. Amelia provides an in-depth explanation of how pixel-based attribution tracks the listener's journey from exposure to podcast ads to making a purchase, establishing an unprecedented connection between marketing efforts and consumer behavior.From the perspective of an advertiser, Adam McNeil shares his insights on transitioning from traditional, imprecise attribution methods such as promo codes and vanity URLs to the more insightful pixel-based attribution. Despite its imperfections, Adam emphasizes how this advancement offers an unmatched level of insight into campaign effectiveness, marking a significant stride towards more effectively measuring and optimizing ad impact.Together, Amelia and Adam delve into the mechanics, advantages, and transformative potential of advanced measurement techniques and full-funnel, multi-touch attribution in podcast advertising. This episode is a deep dive into the operational principles of pixel-based attribution, the hurdles of its implementation, privacy implications, and its profound benefits for both advertisers and podcasters.High-Level Takeaways: In-Depth Look at Pixel-Based Attribution: An exploration into the mechanics of pixel-based attribution, showcasing how this technology tracks listener actions from ad exposure to purchase. Transforming Podcast Advertising: Insight into how pixel-based attribution overcomes traditional measurement hurdles, offering a more nuanced understanding of listener behavior and the tangible outcomes of advertisement conversions. Podscribe's Cutting-Edge Approach: An examination of Podscribe’s innovative strategies in full-funnel, pixel-based attribution. This includes the use of diverse attribution models tailored to meet the specific needs of various brands and publishers, ensuring accurate performance assessment and optimization. Benefits Across the Board: A discussion on the profound implications of adopting pixel-based attribution for advertisers seeking campaign optimization and podcasters looking to secure and sustain sponsorships through demonstrable evidence of ad performance. Facing the Future: A thoughtful consideration of the challenges and opportunities presented by pixel-based attribution, including privacy concerns, the technical intricacies of implementation, and the technology's potential to foster growth and attract investment in podcast advertising. A Call to the Industry: A call to action for advertisers and podcasters alike to embrace pixel-based attribution for a deeper and more comprehensive understanding of their campaigns' impacts. This technology not only offers a pathway to optimizing advertising strategies but also heralds a new era of transparency and accountability in the digital audio space. Brought to you by Podscribe

S1 E17: The Ultimate Ad Read Showdown: A Live Challenge of Wit, Words, and Ad Reads

Join us for an unforgettable episode of "Make Better," where hosts Amelia and Adam elevate podcast advertising to an art form with their live ad read game show. In this high-spirited challenge, they push the boundaries of creativity and quick thinking by presenting each other with random products. This episode isn't just entertainment; it's packed with lessons on the fly for anyone looking to master the craft of engaging and persuasive ad reads.Adam and Amelia add a twist to podcast advertising by introducing a live ad-read challenge. In this high-spirited challenge, each host presents the other with a selection of random products. Each must craft and deliver an on-the-spot ad read that not only follows podcast advertising best practices but also captivates the audience. This episode peels back the curtain on the spontaneous process, showcasing the highs and lows of creating compelling content under pressure.How the Challenge Works:Amelia and Adam each bring a few carefully selected items to the episode, ranging from tech gadgets to wellness products, and even traditional games. Without prior preparation, they reveal these items to one another, setting the stage for an unscripted ad-read showdown. The catch? Each host must incorporate key elements of effective podcast advertising, such as engaging storytelling, clear call-to-actions, and audience relevance, all while maintaining authenticity and spontaneity.The Heat of Competition:As the challenge unfolds, listeners are treated to a display of wit, creativity, and sometimes, comedic stumbles. It's a raw look at how even the experts, who regularly critique and provide feedback on ads, can find themselves grappling to apply their own advice. The episode is not just a contest but a learning experience, revealing that perfecting the art of the ad read is an ongoing journey, even for professionals.Insightful Feedback:Following each ad read, Amelia and Adam pause for a moment of reflection, offering insights into their thought process, strategy, and the challenges they faced. This self-evaluation is complemented by feedback from guest experts in podcast advertising, who provide constructive criticism and highlight the nuances that can make or break an ad's effectiveness. This feedback loop is invaluable, shedding light on the complexities of crafting ads that resonate.Who Will Emerge Victorious?The episode culminates in a friendly yet competitive verdict, where the effectiveness of each ad read is judged based on creativity, adherence to advertising best practices, and audience engagement. Will Adam's strategic approach win the day, or will Amelia's creative flair steal the show? Beyond declaring a winner, the episode emphasizes the importance of continuous improvement and the courage to try, fail, and try again.A Lesson in Humility and Expertise:This episode of "Make Better" goes beyond entertainment, offering listeners a candid look at the challenges of live podcast advertising. It's a reminder that practicing what you preach is not always easy, but the pursuit of excellence, coupled with the willingness to learn from mistakes, is what leads to mastery. Join Amelia and Adam in this engaging episode that combines competition, education, and a healthy dose of reality, proving that in the world of podcast advertising, there's always room to grow.Brought to you by Podscribe

S1 E16: Decoding The Podcast Ad Space - Mastering Metrics & Methods for 2024

Join us on "Make Better" for an insightful journey into podcast advertising. In this episode, experts Adam, from Adopter Media, and Amelia, the marketing lead at Podscribe dissect the nuances of podcast ads. They discuss various ad read types, including host read and producer read, and explore ad insertion methods like embedded, baked-in, and dynamic ad insertion, essential for marketers in today's digital landscape.The episode also highlights key performance indicators (KPIs) crucial for measuring podcast advertising campaign success. Adam and Amelia explain metrics like visitor and visit percentages, conversion rates, and the concept of net new reach, providing insights into audience engagement and advertising effectiveness.This episode is a treasure trove of knowledge, whether you're a seasoned marketer or just starting, offering deep insights into podcast advertising execution and understanding.KPIs, Terms, and Metrics Discussed (summarized) Host Read Ad: Advertisement read by the podcast host, leveraging their influence and connection with the audience. Producer Read Ad: Ad read by someone involved in production, offering a distinct voice from the content creators. Produced Read Ad: Pre-produced ad by the brand, often with music and professional voice-over. Embedded Ad: Ad tied to a specific episode, can be dynamically altered or removed later. Baked-In Ad: Permanently integrated ad, difficult to edit or remove after uploading. Dynamic Ad Insertion (DAI): Technology for dynamically inserting ads into episodes, targeting specific audiences or time frames. Impression-Based Ads: Buying a set number of impressions or listens, irrespective of episode count. Episodic Ads: Ads tied to specific episodes. Programmatic Ads: Automated, data-driven ads bought using server-side technology. Visitors: Unique individuals visiting a website after hearing an ad. Visits: Total number of website visits. Visitor Conversion Percentage: Percentage of visitors performing a desired action (e.g., making a purchase) after visiting from an ad. Conversion Rate: Percentage of listeners taking a desired action post-ad, against total impressions or listeners. Net New Reach: Percentage of audience hearing an advertiser’s message for the first time. CPA (Cost Per Acquisition): Cost of acquiring one customer. CAC (Customer Acquisition Cost): Cost associated with convincing a customer to purchase. ROAS (Return On Ad Spend): Effectiveness of an advertising campaign, measuring revenue against ad cost. CPM (Cost Per Thousand Impressions): Cost of an ad per 1,000 impressions. Simulcast: Broadcasting content simultaneously in different forms (audio and video). Make Good: Publisher’s obligation to rectify ad delivery mistakes. Added Value: Extra advertising provided to a client, not contractually obligated. Bonus Ad: Additional ad slot in a pre-negotiated deal. Brought to you by Podscribe