Podcast Advertising Playbook with Heather Osgood

What Global Advertisers Know About Podcasting That the U.S. Is Missing

Podcast advertising is growing around the world, but not every market is evolving in the same way. In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Adel Saadi, Founder & Managing Director of Next Broadcast Media, to explore how brands and agencies are approaching podcast advertising across international markets. Together, they discuss the biggest shifts shaping the industry, the balance between host-read and programmatic advertising, the role AI is beginning to play, and the metrics that matter most to today's advertisers. Adel also shares the misconceptions he still hears from marketers, where agencies continue to add value in an increasingly automated landscape, and one prediction about the future of podcast advertising that may surprise even industry insiders. Whether you're a brand, agency, or creator, this conversation offers a broader perspective on where podcast advertising is headed—and what you can learn from markets beyond the U.S. See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].

The SEO & Content Marketing Gap Killing Your Podcast Growth

Podcast discovery is changing rapidly, and creators who understand how audiences find content will be better positioned to grow in the years ahead. In this episode, Heather sits down with Andrea De'Marsi, Founder and CEO of PodSEO, to discuss how podcast search has evolved, why traditional podcast platforms weren't built as search engines, and what that means for creators looking to reach new listeners. They explore the most common discoverability mistakes podcasters make, practical SEO strategies that can increase organic growth, the metrics that actually matter, and how stronger discoverability can improve advertising performance and sponsorship opportunities. The conversation also examines AI's growing role in podcast search and why independent creators have more opportunities than ever to compete alongside larger networks. Whether you're launching a new show or looking to grow an established one, this episode offers practical insights into building long-term visibility in an increasingly searchable podcast ecosystem. See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].

Podcasting’s Next Growth Engine: How Local and Regional Advertisers Are Entering the Space

For years, podcast advertising has been largely driven by national brands. But that is beginning to change. In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Scott Porretti, President of Katz Digital, to discuss how programmatic advertising is expanding podcasting's reach and opening the door for local and regional advertisers. Together, they explore how advancements in buying technology, audience targeting, and inventory access are making podcast advertising more accessible than ever before, while examining what this shift means for creators, advertisers, and the industry as a whole. In this episode, you'll learn: * What's changed most in programmatic podcast advertising over the past two years * Why local and regional advertisers are increasingly investing in podcasting * How expanded inventory and scale are helping unlock new advertising budgets * Which advertiser categories are entering the space for the first time * How podcasting can balance programmatic efficiency with the authenticity listeners value Whether you're a creator, advertiser, agency professional, or industry observer, this conversation offers valuable insight into one of the most important growth opportunities shaping the future of podcast advertising. See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].

The Next Era of Podcast Creation

Artificial intelligence is rapidly reshaping the media landscape, but what does that actually mean for podcasting? On this episode of The Podcast Advertising Playbook, Heather sits down with Jeanine Wright, Co-Founder & CEO of Inception Point and former executive at Simplecast, AdsWizz, and Wondery, to unpack what AI-generated audio could mean for creators, advertisers, and the future of content itself. * Why AI-generated podcasts are emerging now, and what problems they solve for creators and media companies * The balance between human creativity and AI execution in modern content production * How Inception Point approaches accuracy, discoverability, and avoiding a flood of “good enough” content * The evolving conversation around ownership, IP, and breakout AI-generated personalities * What AI-native podcasting could mean for advertisers, audience targeting, and dynamic listener experiences From production economics to authenticity in advertising, this conversation explores how podcasting may evolve as AI becomes part of the creative process. See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].

Podcast Search Optimization and the Future of Discoverability

This week on The Podcast Advertising Playbook, Heather Osgood sits down with Jennifer Han, CMO at Ausha, to explore why podcast discoverability remains one of the industry’s biggest challenges and why that may finally be starting to change. Jennifer breaks down the rise of Podcast Search Optimization (PSO), how listener behavior is evolving, and why publishers need to rethink growth strategies in today’s increasingly competitive landscape. The conversation also dives into Ausha’s recent collaboration with Edison Research analyzing the Top 50 podcasts and what the industry can learn from the metadata, publishing habits, and discoverability strategies of top-performing shows. They also discuss: * What Podcast Search Optimization actually means * Why discoverability is becoming more solvable in 2026 * Trends in listener behavior that matter for podcasters and advertisers * What today’s top podcasts are doing differently * The future of podcast intelligence and analytics tools If you’re thinking about podcast growth, audience development, or the future of podcast marketing, this episode offers a valuable look at where the industry is headed next. See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].