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Thought Leadership From Competitors to Partners: The Story Behind the Industry's Biggest Union–with Dan Granger, Conor Doyle, and Bryan Barletta

The Media Roundtable is back! This week, we’re making waves in the podcasting world with a groundbreaking announcement that’s set to reshape the industry.

If you haven’t heard, Oxford Road and Veritone One, under Insignia Capital Group, plan to join forces to form the world’s largest podcast and creator-based video agency. Starting immediately, Oxford Road’s CEO & Founder, Dan Granger, will lead both organizations.

So with an eye to the future, Dan Granger (CEO, Oxford Road & Veritone One) sat down with Conor Doyle, (President, Veritone One) and Bryan Barletta (Founder & Partner, Sound Profitable) to talk through the big deal and why it’s such a big deal.

The excitement in the room is palpable as Conor and Dan go from competitors to collaborators. They’re talking value-alignment, industry impact, and how it’ll help CAOs. Let’s dig in.

“Brands haven’t really had a collective voice. And they’re the ones paying everybody’s bills. They should be at the top of the food chain.”

Values are Everything – In early conversations, it was clear that Insignia was not your typical private equity group. Their alignment of values (transparency, not being defensive) and a proven agency track record showed the Oxford Road and Veritone One teams that a deal wasn’t just possible, it made all the sense in the world.

Empowering Brands with a Collective Voice – One of the most significant benefits is giving brands a stronger voice in the industry. Bryan notes, “There’s an opportunity for brands to have a bigger voice… Now being in a situation where we can challenge that and have that conversation with just the buyers.” This forthcoming merger positions the newly combined agency to advocate more effectively for advertisers, shaping industry standards to better meet their needs.

Unmatched Expertise and Resources – Integrating Oxford Road’s innovation and international traction with Veritone One’s advanced technology and data capabilities, creates a powerhouse of expertise. Conor highlights the excitement of “setting the laser pointer” on new industry challenges, leveraging their combined strengths to drive growth and efficiency for clients.

Strengthening Industry Partnerships – Addressing concerns about consolidation, both Dan and Conor reassure that relationships with advertisers and media partners remain top priority. As Conor says, “We do not exist without either of those relationships… We’re joined at the hip to make this work.” The combined entity will aim to enhance collaborations that benefit publishers, creators, and brands alike.

For a preview of great things to come, tune into the full episode by clicking the link below.

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Build the Blueprint with Your Listeners  – Ira built the podcasting blueprint using listener behavior. His show Serial was unlike anything ever done on radio. So how do you scale it? His team realized the listener experience was more similar to TV than radio: it had to be binged. We felt like the only way that show could exist was as a podcast. It’s an apt insight. Whatever you’re building, it starts with meeting the audience where they are.

Get Hooked on a Feeling  – Ira supports video in podcasts if it adds to the story. He’s experimented with animation, photographs, and video for his shows. As long as it’s communicating a feeling that makes sense with the story, doesn’t seem bad to me. Video is yet another medium to expand Podcast’s reach. Look for hosts who use it wisely (and creatively).

Get sharp as Glass on the industry’s changes. Tune into the full episode below.

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