In this episode of Imperfect Marketing, I sit down with Eric Smith, President & COO of Incremental Media, to explore the world of podcast advertising and how businesses can leverage it effectively.

Eric shares his journey from Vox Media to building Incremental Media’s podcast division from the ground up. We discuss:

The Evolution of Podcast Advertising

How podcast ads connect to traditional marketing like package inserts
Why host-read endorsements deliver stronger trust and engagement
The rise of podcasts as a core channel for brands seeking diversification

Demystifying Podcast Attribution

Why promo codes only tell part of the story
How tools like Podscribe bring digital-style tracking to podcasts
Understanding the real ROI of podcast campaigns

Finding the Right Fit for Brands

Why “considered purchases” outperform impulse buys
How niche podcasts often deliver stronger results than large shows
The importance of testing across multiple categories—not just your own industry

Getting Started with Podcast Advertising

Practical steps to launch a test campaign
Budget flexibility and how to avoid overspending
Why partnering with experts can help you identify the right shows

Key Takeaways for Marketers

Storytelling and authenticity make podcast ads powerful
Data and attribution tools are critical for measuring success
Diversification matters—sometimes the best-performing shows aren’t what you expect

Connect with Eric Smith:
LinkedIn: https://www.linkedin.com/in/eric-smith-a0a07b54/

Website: https://www.incrementalmedia.com/

Whether you’re a small business owner curious about podcast advertising or a seasoned marketer looking to diversify your media mix, this episode offers valuable insights into harnessing the power of podcast audiences.

Are you ready to explore how podcast advertising could transform your business? Tune in to learn how to navigate this fast-growing and effective marketing channel.

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