Podcast Advertising Playbook

Growing Your Audience: The Power of Cross-Promotion

In this episode of the Podcast Advertising Playbook, host Heather Osgood sits down with Lauren Passell, Founder and CEO of Tink Media, a podcast growth and discovery company.  Lauren shares how creators can grow their audience and increase discoverability with cross-promotion, interactive audience engagement, and creating the perfect pitch.  You’ll hear: Insights from Lauren’s success in marketing and PR for audio Strategies to make your show more marketable Ideas for interacting with listeners to make them feel like a part of the show How you can use cross-promotion to grow your audience and increase discoverability If you’re curious about what works (and what doesn’t) in successful podcast marketing, this one is a must-hear! 🔗 Resources & Links: Tink Media: https://tinkmedia.co/ Lauren’s newsletter, Podcast The Newsletter: https://podcastthenewsletter.substack.com/

Creating for Kids: Why Video Matters for Young Audiences

On this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Lynn Kestin Sessler, Executive Producer behind children’s podcasts and video content for Nickelodeon, PBS, and FableVision. With deep experience in both traditional media and digital storytelling, Lynn shares her perspective on creating engaging, age-appropriate content for younger audiences—especially on video-forward platforms like YouTube. She breaks down the unique challenges and opportunities of reaching kids through podcasting, and why an integrated video strategy is essential in today’s landscape. In this episode, we cover: Why YouTube is key to discovery for kid-focused podcasts How to create content that’s both fun and safe for young audiences Strategies for YouTube optimization and audience targeting The balance between audio integrity and visual engagement Ethical considerations when producing for children Whether you’re a brand or creator working in the family and kids space—or simply curious about what it takes to succeed in youth-oriented podcasting—Lynn’s insight offers a smart, strategic lens into a fast-growing segment of the industry.

Inside Talent Development

In this episode of The Podcast Advertising Playbook, host Heather Osgood is joined by Jeff Stormer, Talent Development Manager at True Native Media. With nearly a decade of experience in podcasting, Jeff brings a creator-first perspective to talent recruitment, onboarding, and show development. Jeff shares how his passion for meaningful conversations and relationship-building led him to podcast advertising—and how that same passion fuels his approach to identifying and supporting podcast creators. From evaluating brand readiness to understanding evolving creator mindsets, Jeff offers a behind-the-scenes look at what it takes to thrive on a podcast ad network. You’ll hear Jeff’s insights on: The qualities that make a podcast “brand-ready” What advertisers are looking for in creators today Why excitement and intentionality matter more than perfection How onboarding works at True Native Media and why it's built for long-term success Whether you’re a podcaster looking to monetize or an advertiser curious about what goes into a show’s ad potential, this episode provides a rare look at the human side of talent development in the podcast space.

Sound Decisions: How Creative Testing Elevates Podcast Advertising

In this episode of The Podcast Advertising Playbook, host Heather Osgood welcomes Scott Simonelli, Founder and CEO of Veritonic, the leading audio intelligence platform. Scott shares how creative testing empowers brands to produce more effective podcast ads—and why this approach is becoming essential as audio advertising matures. From host-read spots to dynamic creative, Scott explains what really moves the needle and how data can guide smarter decisions without sacrificing authenticity. In this conversation, you’ll learn: How creative testing works in podcasting and why it’s critical for advertisers Whether and how host-read ads can be tested effectively Which elements of creative—messaging, tone, music, voice—have the most impact What surprising insights Veritonic has uncovered through testing How advertisers can use data to optimize live campaigns The right way to balance precise targeting with the trust listeners expect How creative intelligence will shape the future of cross-channel audio advertising If you want to understand how data and creativity intersect to drive podcast performance, this episode is a must-listen.

Beyond the Feed: How Influencer Marketing is Shaping Podcast Advertising

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Ed Fuller, CEO and Founder of Media Bodies, an influencer marketing agency bridging the worlds of social media and podcast advertising. Ed shares his perspective on why podcast ads aren’t just another media buy—they’re an authentic extension of influencer marketing itself. He offers insights into how brands are evolving their strategies, the role video plays in today’s campaigns, and why measurement is getting more sophisticated. In this conversation, you’ll hear: How Ed’s agency approaches podcast advertising differently from traditional channels Whether podcast ads should be considered influencer marketing—and why it matters The biggest shifts in the podcast ad landscape over the past 12–18 months What metrics clients really care about when measuring success How podcast ads can work alongside other influencer campaigns A behind-the-scenes look at a standout campaign that delivered exceptional results Whether you’re a marketer, agency, or creator, this episode will help you rethink what’s possible when podcasting and influencer marketing come together.