Podcasting’s Next Growth Engine: How Local and Regional Advertisers Are Entering the Space
About this episode
This episode discusses the shift in podcast advertising as local and regional advertisers begin to enter the space, driven by advancements in programmatic advertising.
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…
People in this episode
Host: Heather Osgood
Guest: Scott Porretti
Topics covered
- podcast advertising
- local advertisers
- programmatic advertising
- audience targeting
- advertising technology
Keywords
- podcast advertising
- local advertisers
- programmatic advertising
- audience targeting
- advertising budgets
- advertiser categories
- podcast industry
Mentioned in this episode
Organizations: Katz Digital
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