{"podcast":{"title":"PodBiz | Where's The Money In Podcasting?","slug":"podbiz-where-s-the-money-in-podcasting-7400830","podcast_index_feed_id":7400830,"rss_url":"https://feeds.acast.com/public/shows/68343e1669c98f151d8f0020","website_url":"https://shows.acast.com/podbiz","image_url":"https://assets.pippa.io/shows/cover/1748254201335-96fb7d9a-bcc9-4424-bec3-f8bfe7f58a81.jpeg","author":"Norma Jean Belenky & John Kiernan","episode_count":53,"summary":"Where's the money in podcasting? Hosted by Norma Jean Belenky and John Kiernan, PodBiz dives into the strategies, trends, and tools driving podcast monetization and industry growth. From ad revenue and branded content to audience development and production workflows, we spotlight the real business behind the mic. Each week, we speak with creators, executives, and innovators answering the one question on everyone’s mind: Where’s the money in podcasting? Whether you're monetizing your show, launching a network, or just obsessed with the space, PodBiz is your insider guide to podcasting’s biggest opportunities. Listen to new episodes every Monday- Let’s get down to PodBiz! Hosted on Acast. See acast.com/privacy for more information.","last_synced_at":"2026-07-13T22:19:18.076473+00:00","page_url":"https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830"},"episode":{"title":"How Brands Actually Spend in Podcasting with Courtney O’Connor","slug":"how-brands-actually-spend-in-podcasting-with-courtney-o-connor","published_at":"2026-04-06T11:00:00+00:00","page_url":"https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830/how-brands-actually-spend-in-podcasting-with-courtney-o-connor","show_page_url":"https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830","url":"https://shows.acast.com/podbiz-courtney-oconnor-oxford-road","audio_url":"https://sphinx.acast.com/p/open/s/68343e1669c98f151d8f0020/e/69d2965bf44b357ce9989fb9/media.mp3","summary":"What actually makes a podcast worth buying for advertisers? In this episode, Courtney O'Connor, Director of Podcast Media at Oxford Road, breaks down how brands actually evaluate, buy, and scale podcast campaigns. From her early start at Veritone One to now leading podcast strategy at one of the most established agencies in the space, Courtney has operated inside the shift from indie creator reads to performance-driven media buying at scale. Courtney brings a media buyer’s perspective from inside one of the most established agencies in the space, where performance, not just reach, determines how dollars are spent and shares the case that alignment between brand, host, and audience is what actually drives results. The conversation also explores how host-read advertising continues to anchor the ecosystem, even as video, attribution, and platform fragmentation reshape how campaigns are executed and measured. In this episode, we cover: Why host-read ads remain the entry point for many brands How media buyers actually evaluate podcasts beyond downloads Why audience fit matters more than scale in campaign performance How small, niche shows can still drive meaningful results What brand safety looks like in practice across advertisers Why podcast advertising is fundamentally a trust-based ecosystem How fragmented data and attribution impact buying decisions The shift toward video and multi-platform consumption Why “test, learn, scale” is the operating model for campaigns Episode Chapters (00:31) Where the money is in podcasting: host-read media (01:40) Courtney’s path into podcast advertising (05:21) Evolution of brand and creator relationships (06:01) Why downloads aren’t a deal breaker (07:28) Indie creators vs celebrity talent (10:14) Trust and performance in podcast advert…","meta_description":"What actually makes a podcast worth buying for advertisers? In this episode, Courtney O'Connor, Director of Podcast Media at Oxford Road, breaks down how…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1745,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/podbiz-where-s-the-money-in-podcasting-7400830/episodes/how-brands-actually-spend-in-podcasting-with-courtney-o-connor/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830/how-brands-actually-spend-in-podcasting-with-courtney-o-connor.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}