Industry News

NAB Show: Navigating the Podcast Advertising Landscape

By Holland Cooke

imYesterday’s column outlined techniques that will make podcast interviews click. And here are my notes from another NAB Show session, about podcast advertising. Panelists included agency people who spend LOT$ advertising in podcasts.

Glenn Rubenstein, CEO, Adopter Media: “Don’t over-stuff your ad breaks.”

Sean King, SVP/GM Media & Entertainment, Veritone: Ads from radio DON’T work. “Podcast listeners really connect to their hosts. So, these ads are viewed more like recommendations from a friend.”

Saying “ads are content too,” Krystina Rubino, GM Right Side Up spoke of “an inherent, very close relationship between the host and the audience. Don’t over-script the ads. The vast majority of podcast ads that are working are host endorsements.”

In Q+A, I asked “What can podcasters learn from broadcasters?” Krystina noted a podcast faux pas: “reading an ad like they’ve never seen the copy before.” 

MORE on podcasting at 

Holland Cooke ( is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins,” and  The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.