Here’s What We Learned: The Influencer Opens the 2024 Archives

How does an audiophile thrive in the era of YouTube? How can two circles solve everything? Find out in the first video podcast of Ad Infinitum, featuring the legendary sonic sage Dallas Taylor!

That’s right, the world’s only podcast solely dedicated to audio ads is back, now in video! Today, we present to you Ad Infinitum Season 4, Episode 1: “Two Circles: Dallas Taylor on Podcasting, YouTube, and Creative Identity.”

Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes award-winning sonic guide Dallas Taylor (Host, Twenty Thousand Hertz, and Founder, Defacto Sound) to Headgum Studios for a creative masterclass about achieving great work time and time again.

Stew and Dallas talk: Why the Audience Comes Last, Two Circles, Going Off the Rails, and more. Let’s dig in…

“ I’ve always been a sound designer. I’ve been somebody who wanted to craft and create and celebrate sound, then I use the tools around me to tell everybody about how cool this is. I don’t really have any emotional or identity in the tools. That’s why I don’t say I’m a podcaster.” – Dallas Taylor (Host, Twenty Thousand Hertz, and Founder Defacto Sound)

“The Audience Comes Last” – This Rick Rubin quote brings clarity to all creative work, including for your brand. Take Dallas’s starting place for a project: who he is and what he cares about. If you want to make anything new, anything that will stand out (and marketers, yes, you do), you can’t start with what the audience is asking for. Instead, you need to start with your identity and passions. Then, when you’ve made something to the best of your abilities, see how the audience responds.

Two Circles – 7 months ago, two circles made Dallas believe he’d have to shut down his decade-old podcast. The first was a small circle containing audio-podcast listeners who could love the distinctly sonic Twenty Thousand Hertz. The second, a multi-billion-person circle of TikTok, IG, and YouTube audiences, reachable only via video. But after a chat with Stew and sage James Ingrassia, Dallas saw that he could have both. He drew two new circles: Mindset (how to get on board with the shift) and Workflow (how to do the work). The result? Distinct video stories about audio that complement the podcast, a growing fanbase, and using the available tools to celebrate audio. Again, start with what matters to you and track the audience response.

Go Off the Rails – How do you make great creative work? Build a trusted process… and be ready to abandon it when need be. At the mix stage of Pluribus, Dallas heard stories of Vince Gilligan asking for everyone’s opinions. He invited new elements that could challenge and disrupt what he believed. The lesson? Build a track, get derailed by the unexpected, then integrate the new pieces into your journey. (Kind of like how the best podcast ads come from ad libs, not copy points. #SaveTheLiveReads)

Want more insights on unlocking creativity again and again from two champions of audio creativity? Tune in to the full episode here:

The Classifieds

This Rogue Indie is Your Perfect Campaign Companion

Network: SiriusXM Media / Monthly Downloads: 500k

This week’s Classified section is a tribute to some of our recent winners at the inaugural Indie PaC Awards. Our first winner has been featured three times already in our ORBIT rankings, which helped them solidify the ‘Highest Impact‘ award Sunday night. Tabletop Role-Playing games have been seeing a rise in popularity as of late, from video games like Baldur’s Gate 3 and Cyberpunk 2077 (yes, this game is based on a tabletop game of the same name) bringing the genre into the forefront of the industry, while movies like the Dungeons and Dragons: Honor Among Thieves brought the allure of dice-based campaigns to the silver screen.

Before that, people like prominent voice actor Matt Mercer paved the way for D&D campaigns to become mainstream entertainment. He and his wife, fellow VO Marisha Ray, assembled their highly talented group of friends to gather around a table each week, cracking jokes and skulls along the way. They have spent the last 11 years cultivating a highly engaged and very supportive community, which has led to their show performing well for a variety of advertisers here at Oxford Road. If you’re looking for a critical success, roll that D20 via the link below.
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Get The Deal

These Startups Bring In Big Business Performance

Network: The Launch Partnership / Monthly Downloads: 250k

Our second winner of the week is so passionate about indie businesses that he not only has an entire show devoted to highlighting them, but also a network! Jason Calacanis, the host of This Week In Startups, and our winner for ‘Best Independent Business & Entrepreneurship’ podcast, loves startups. He has spent the last 16 years highlighting the best advice for those looking to take the business world by storm, even though they’re just starting out. He has also built his network, The Launch Partnership, to co-defy this mission, and the list of companies that they have sponsored on their road to success is truly astounding.

Calacanis isn’t just talk; he has been a key part of brands like Uber and Calm through his work as an “angel investor.” His advice is worth millions, yet he willingly gives it away to anyone who will listen each week on his podcast. This show is great not only for brands looking to reach business-minded individuals, but also for those who find that their messaging relates well to self-starters and the highly motivated crowd. If you’re ready to add this surefire investment to your test plans, start by clicking the link below.

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In Case You Missed It

Edison Dials to Infinity and Beyond for 2026 Insights

Edison Research’s Infinite Dial 2026 shows that podcasting and online audio are continuing to move further into the mainstream. Monthly podcast reach climbed to 58% of Americans, 12+, weekly reach hit 45%, and 57% now say they both listen to and watch podcasts. In-car podcast usage continues to rise, and adults 55+ are helping drive the growth of online audio. The podcasting tent keeps getting bigger, which is good news for marketers, but it also means podcast planning is becoming more nuanced. Growth among the 55+ demo is a reminder that podcasting is no longer just a younger-skewing play, and that matters when older consumers often have more disposable income.

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Podcasting Manages to Sustain a Year-Over-Year Bump

A new FMR Associates/Eastlan Ratings survey suggests podcast listening did not fall back after the election cycle. Weekly podcast listening among adults 25–64 held at 40%, up sharply from 24% in 2024 and roughly in line with 2025 levels. The election bump for podcasting stuck. The other real takeaway from this survey is video: YouTube leads, as expected, but Instagram and TikTok are showing up next, even at just 10%, suggesting social platforms may be better positioned than Netflix or Spotify to win share of video podcast consumption.

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Creator Spend Projected to Hit $21B

eMarketer projects U.S. creator spend will reach $21 billion in 2026, nearly double 2022 levels, with nano and micro influencers accounting for about half of that spend. But the economics are getting tougher: distribution is becoming more expensive, organic reach is weakening, and marketers are increasingly relying on paid support to make creator-led content work. The creator economy is still growing, but it is increasingly looking like paid media. If podcasts are working for your brand, the broader creator economy is an obvious extension, especially for social-first audiences. Creator spend is already larger than audio combined, which tells you how big the opportunity has become.

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#SaveTheLiveReads

It’s Time to Amp Up Your Spring Decor with Wayfair

This week’s #STLR is for anyone thinking about a Spring refresh but unsure where to start. Up and Adam!’s Adam Newell delivers a standout Wayfair read, opening with a forward-looking hook about upgrading your space for 2026 that immediately sets an aspirational yet approachable tone. He blends brand messaging with a personal glimpse into life with his husband, Jason, creating a vivid and inviting entry point into redecorating.

The read keeps strong momentum, balancing humor, honesty, and utility. Key benefits like style, selection, budget flexibility, reviews, filters, and assembly services are woven in seamlessly, building cleanly to a compelling call to action. The result is a masterclass in host reads: engaging, relatable, and persuasive without feeling forced.

If you are looking to elevate your own reads, this one is worth studying.

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OXFORd In The News

The First-Ever Indie PaC Awards Just Crowned Independent Podcasting and Creator Media’s Best. See Who Took Home Hardware.

We threw our first-ever awards show at SXSW, and Killer Mike hosted it. Yeah, that happened.

The inaugural Indie PaC Awards celebrated the independent podcasters and creators who built this medium from scratch. No network, no safety net, just talent and an audience that showed up. Winners were chosen using our ORBIT performance data and an independent jury of industry heavyweights, so the hardware actually meant something.

Steven Bartlett swept the night, taking home both ‘Best Independent Interview Show’ and ‘Independent Creator of the Year’ for The Diary of a CEO. Tim Ferriss earned the ‘Oxford Prize in Podcasting’ and used his moment on stage to recognize the other creators in the room who shaped his journey. Hala Taha spoke about betting on herself when nobody else would.

The whole night was a reminder of why creator media hits differently. These aren’t anchors reading from a teleprompter. They’re people who built something real, and advertisers who get that are winning because of it.

Year one is done. Year two is already on our minds. Full list of winners at indiepac.com.

Podcasting began with a dream and a mic, but to reach the world, they often benefited from having someone in their corner, like this week’s guest.

On a new Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts indie-creator advocate Brendan Monaghan (CEO, Libsyn, and Founder, Megaphone). Libsyn is also the founding sponsor of our Indie PaC Awards, which is an extension of their 20+ years of support for independent creators.

Join Dan and Brendan as they cover: Indie Wins, Definitions, The Creator’s Voice, and more. Let’s dig in.

“For us, it’s: how do we think about bringing revenue to [creators] and helping them fuel their dreams on the business side?” – Brendan Monaghan (CEO, Libsyn)

Indies Hit Different – Whether brands realize it or not, they have a vested interest in supporting indie creators. Why? 80% of the top shows ranked by ORBIT are independents. Indies consistently punch above their weight in regard to ROI. Marketers, if you have an out-sized indie performer in your campaign, odds are you owe Libsyn a “thank you.” And if Indies aren’t a part of your strategy, you’re leaving performers on the table.

The Definition of Independence – What makes a show independent? In part, it’s what they aren’t: no big network, no outside influence, no celebrity vehicles, no safety net. In other words, indies are creators where your support makes a vital difference. Podcasting is a fragile meritocracy where independent voices can only make an impact if they can distribute and monetize from day one. Then they’ll have a chance to find their audience.

The Voice of the Creators – There’s one play you need to steal from Brendan’s business playbook. No matter the issue, he approaches it from the mindset of his core customer, the creators. Take AI: we have 10% improvement tools for creators (transcriptions), but where’s that improvement going to come from, and can you make that tool first? Marketers, bring the voice of your customers into your most important discussions and give them what they ask for.

For more insights on independent creators and why they’re vital to marketers, check out the full episode below.

The Classifieds

They Make The Rules, So Get In Their Line-up

Network: Audioboom / Monthly Downloads: 100k

Of the 224 scripted series on TV and streaming last year, only 49 of the creators were women, and just 27 were BIPOC (Black, Indigenous, and People of Color). When Issa Rae created the iconic YouTube series Awkward Black Girl, and became the writer and star of HBO’s Insecure, she instantly cemented herself as a prominent cultural creative with a unique voice.

Now, at the tenth anniversary of the show’s premiere, Rae and showrunner Prentice Penny are sitting down to view the long-term ripple effects that their show has created. Besides earning multiple Emmy and Golden Globe nominations, the show had a stunning influence on the industry at large, and the work itself calls for retrospection and candid critique. This simulcast opportunity premieres on 4/27, and will be produced by Rae’s production company HOORAE Media. If you’re not too insecure, click the link below for more information.

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This Business Baddie Makes Bank

Network: Flight Studio / Monthly Downloads: 40k

Flight Studio has been hard at work expanding its roster of shows, and with that investment comes a fresh new podcast from an intriguing source. Maggie Sellers Reum both invests in brands and has developed a brand of her own. She works as a coveted multi-hyphenate: investor (Allara, De Soi, Sydecar), entrepreneur, writer, influencer, and now, podcast host. This self-improvement and business-focused offering is perfect for those who want to get a little hotter, a little smarter, and a whole lot richer.

Sellers Reum interviews a multitude of guests who can help you achieve those goals, and always frames dreams as attainable and worth the effort. For women looking to become their best selves, this podcast offers many informed opinions on topics ranging from life after divorce to social media beauty trends.  If you’re ready to get advice from one of the newest, brightest stars in the biz, click the link below.

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In Case You Missed It

Small Slice, Big Signal: Podcasts Punch Above Their Spend

Guideline’s latest Digital Audio Market report says digital audio remains under-monetized relative to usage, reaching 58% of U.S. adults while capturing just 2% of media dollars. In the U.S., podcasts drove 77% of digital audio ad revenue growth in 2025 despite accounting for just 31% of media spend. Guideline projects total U.S. digital audio ad spend will grow from $2.6 billion in 2025 to $2.9 billion in 2026, with podcasts rising to 35% of category spend. We know audio is under-invested relative to consumption,  but the bigger news here is podcasting’s growth in a soft market. That tells you marketers are investing in a channel that drives business impact. For brands with limited investment, this is a signal to get more aggressive.

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Lights, Camera, Collective Bargaining: Video Podcasts Enter the Union Era

As video podcasts expand onto streaming platforms, SAG-AFTRA is increasing its efforts to organize the space and define how those projects should be managed. The article points to Netflix’s The Pete Davidson Show signing a SAG-AFTRA podcast agreement, noting that the union already has two podcast contracts in place, and says it expects to expand coverage across more shows as video podcasts increasingly blur the line between podcasts and streaming shows. More structure and standards would be good for marketers. We suspect SAG-AFTRA will have the most influence at the top end of the market, where the biggest names already resemble traditional talent and might even already belong to the union. That likely means established creators get more expensive, while much of the broader creator economy remains too fragmented to organize in the same way.

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Magellan Brings Podcast Measurement to the Locals

Magellan AI has integrated Nielsen DMA data into its platform, giving advertisers a standardized way to measure podcast performance at the local market level. Buyers and sellers will be able to evaluate podcasts’ impact across Nielsen’s 210 markets and compare podcast results more directly with channels like linear TV and radio. Many marketers still see gaps in podcasting’s audience measurement. This partnership will help close part of that gap by giving advertisers visibility into delivery at the DMA level, which is especially valuable for brands that buy nationally but need to understand performance in their most important markets.

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#SaveTheLiveReads

No Need to Prolon(g) Your Health – Listen to Your Friend Tinx

Lifestyle personality and content creator Tinx is this week’s stellar read after recommending Prolon on her show, It’s Me, Tinx. Tinx kicks things off by acknowledging the universal truth that long work weeks and chaotic weekends can leave anyone feeling like a slightly crumpled human, which makes the idea of a five-day reset so appealing. The way she explains Prolon is refreshingly simple: five boxes, five days, no planning, no chaos. Just open the box and trust the process.

What really makes her read fun, though, is her personal storytelling. She’s been on the Prolon train since before her influencer era, which adds a little credibility flex without feeling braggy. Her tone stays light, self-aware, and conversational the whole time, like she’s sharing a wellness tip in a group chat rather than delivering a sales pitch. By the time she gets to the discount and bonus gift, it feels less like an ad and more like a friendly nudge toward a tiny five-day glow-up experiment!

If you want to cleanse your ears with a great read, click on the link below.

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B2B marketers don’t have the luxury of choosing between building brands or boosting ROI, they need to do both. So how do you do it? You listen to this week’s special guest, who’s spent her entire career managing this delicate balancing act.

On this week’s Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts veteran CMO Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation). Laura’s been everywhere, including prime time with the NFL, where she learned brand-building, to CMO roles at podcast mainstays like LegalZoom and Constant Contact.

Join Dan and Laura as they cover: The Numbers, B2B Storytime, The Arms Race, and more. Let’s dig in.

“ I want you to feel great about our brands, and that you trust them, but I also want you to transact.” – Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation)

Know Thy Numbers, Love Thy Tools – Laura has two key tips for CMOs. First: know your numbers well. Whatever’s most important for the business, get in the weeds and make sure you’re tracking it. Second, embrace the tools at your disposal. The tech stack is constantly improving, so it pays to get curious about what’s out there and see how it can drive your key metrics. (Steal Laura’s idea for a Shark Tank day where vendors pitch you new tools.)

Why B2B loves Podcasts – B2B companies don’t always have a physical product, which makes podcast endorsements a dream format. Hosts can just tell customers a story that helps listeners feel what it’s like to use the product. Laura remembers the “a-ha moment” when she first heard an ad hoc story about using her product. That transformed the ad from a list of dry features to something organic, persuasive, and alive. B2B wins on podcasts because it gives listeners more time to feel the story.

Stay out of the Arms Race – Sometimes you’re the biggest company, and you can press your advantage, but most companies can’t compete in every channel. That’s why you need to know your space and look for your strategic advantage. Get sharp with your public-facing hygiene (up-to-date Wikipedia & accurate Reddit moderation), since that will drive AI search results. Turns out forced scrappiness can be a blessing in disguise.

For insights from a CMO who’s thrived in B2B through changing landscapes, check out the full episode below.

The Classifieds

This Hilarious Four-Leaf Clover Is Your Testing Good Luck Charm

Network: Acast / Monthly Downloads: 30k

March is a double header for heritage months, and our first classified is in celebration of Irish-American Heritage. Hosts Tommy Tiernan, broadcaster Hector Ó hEochagáin,and podcasting producer Laurita Blewitt are beloved figures in the Irish comedy scene. This seasonal offering often records at live shows, which creates an electric back and forth between these hilarious hosts and a highly receptive audience. Their style of humor is aligned with conversational bits that often involve wild stories, vivid recollections, and outlandish impressions.

For those keyed into the Irish comedy scene, or who want to connect back to their homeland, this podcast has been consistently lauded as a comfort. Advertisers with broad international appeal have historically leaned into that messaging in creative reads, often with great success. The newest season has yet to premiere in 2026, so there’s still time to book your test today. If you’re ready to visit the Emerald Isle, click the link below.

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A YT Legend Dives Deep Into the Shadowy Side of Life

Network: Red Seat Ventures / Monthly Downloads:  770k

Our second classified opportunity is in celebration of Women’s History Month, and who better as a representative than legendary YouTuber Bailey Sarian. The morbid makeup queen has been a mainstay in the true crime ecosystem for half a decade. Sarian built a niche genre into two podcasts and a YouTube channel that boasts nearly 8 million subscribers. Bailey is universally praised for her high production value, thorough research, and makeup skills.

Though her bread and butter is true crime, Dark History covers a broader spectrum of topics, including tales of the occult, scams, and historical atrocities. These episodes have a less constrained structure than her past content, allowing her to connect more easily with her fans while showcasing her ribald humor. This is recommended for those seeking top-tier opportunities in True Crime and History that are female-skewed or heavily video-driven. Creep down into the murky dark with us by clicking below for more information.

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In Case You Missed It

Video Podcasts Are Growing. Apple Is Playing Catch-Up

This week, we’re starting off with Coleman Insights look at Apple’s renewed push into video podcasts. Apple has supported video via RSS since 2005 but largely stopped promoting it. Today, 85% of consumers define podcasts as audio or video (up from 75% in 2023), and 77% say they switch between formats. That shift should be a tailwind, but Apple’s audience is aging: among 18–24s, Apple Podcasts usage falls to single digits. Apple is playing catch-up on video, and the move is smart in one important way: it sets Apple up to be more advertiser-friendly. But the article’s warning stands: YouTube has a multi-year lead in video (and it’s why Netflix, Spotify, Hulu, and Apple will struggle to catch them). The marketing implication in 2026 is straightforward: if video podcasts are on your plan, YouTube should be the centerpiece, with everything else treated as experimentation.

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The Audio Strategy Gap That Marketers Still Haven’t Solved

An EMARKETER survey commissioned by Amazon Ads finds 67% of marketers now include streaming audio and podcasts in their media mix. The top cited strength is incremental reach as their main motivation for choosing their media mix (52%). Marketers also see commerce potential: 25% believe consumers shop while listening, which skews performance. The biggest constraint on scaling spend remains ROI measurement (55%). Audio attribution has improved, but reliable measurement is still a challenge for marketers. This survey shows the gap is real. Marketers say the top reason to buy digital audio is incremental reach, but many still judge it like a pure performance channel. The move for 2026: use audio to extend reach and drive performance, and work with your partners to gain confidence in measurement.

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Brand Lift Is the Incrementality Metric Marketers Need

Signal Hill Insights looks at how brand lift studies measure incrementality by comparing exposed vs. control group reactions. In this case study: a YouTube podcast ad campaign for a home internet brand showed a 12-point lift in consideration (52% exposed vs. 40% control baseline). Even brands with high awareness (72% familiarity) can see demonstrable incremental lift in mid-funnel metrics. For marketers looking to improve audio measurement, add brand lift studies to your toolkit. They quantify incrementality by comparing exposed and control groups, which gives you proof of impact beyond clicks and last-touch attribution.

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#SaveTheLiveReads

Putting Acorns Away Early Doesn’t Have To Be Pedantic

For this week’s stellar read, we’re spotlighting Dr. Mona Amin, host of The PedsDoc Talk Podcast. She opens her Acorns Early sponsorship with a quick story about her son’s crafting, immediately connecting with parents listening. The moment naturally leads into a conversation about teaching kids the value of money, making the brand feel like a real solution rather than a scripted insert.

Dr. Amin highlights features like the chores tracker and savings goals through the lens of her own parenting, keeping the message simple, relatable, and sincere. It’s a strong reminder of the value of working with creators who truly understand their audience and know how to integrate a brand into the conversations listeners already trust them for.

If you want to hear this thoughtful read in action, listen via the provided link.

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OXFORd In The News

The Indie PAC Awards Get the Hollywood Reporter Treatment

The Hollywood Reporter is talking about us… and we’re not mad about it. The inaugural Indie PaC Awards got its first major press hit ahead of our March 15 debut at Podcast Movement Evolutions during SXSW in Austin, TX. Independent podcasters and creators built this industry from scratch. Sunday, we celebrate them. Grab your spot here.

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