The State of Audio Advertising Report: Insights and Trends from the CAO Summit

Lost in today’s media landscape? Or are you just curious as to how the industry got here?

You need to go back to Marshall McLuhan, the grandfather of media literacy, and the grandfather of this week’s special guest.

On this week’s Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) and Giles Martin ( EVP,  Strategy, Oxford Road) welcome the legacy media guru Andrew McLuhan (Director & Founder, The McLuhan Institute).

Andrew’s work continues the legacy of his grandfather (Marshall McLuhan) and father (Eric McLuhan). The McLuhan family’s work is enormously relevant to marketers: it’s all about the effect that media and technology have on people. When marketers decide which channels to use and how to craft & place their messages, they would do well to draw on McLuhan’s insights.

Dan, Giles, and Andrew are talking: Early Media Literacy, The Media is The Message, and Hot vs. Cool. Let’s dig in.

“Nobody loves being sold stuff, so you’re already at a disadvantage. But people do love creativity. If that’s not a license to have some fun, I don’t know what is.” – Andrew McLuhan (Director & Founder, The McLuhan Institute)

Early Media Literacy – Over 80 years ago, Marshall McLuhan had a wild idea: take new approaches to understanding literature and apply them to media and technology. That was the birth of ‘media literacy’, and it still has much to teach us about why people behave the way they do. One takeaway: in the post-linear video-electric age, advertisers need to sell a ‘vibe’, not a product.

The Media is still the Message – Marshall McLuhan coined the phrase “The Medium is the Message” in 1958, talking to radio broadcasters worried about TV. It could also apply to audio podcasters worried about video. The truth is, people interact with audio and video differently (more on that below), so each plays a different role. One doesn’t replace the other. Marketers should ask themselves: what effect am I trying to achieve, and which medium is the best for that effect?

So Hot. So Cool – At the risk of having an Annie Hall moment, let’s talk about McLuhan’s theory of hot and cool media. Cool media (like audio podcasts) make you participate more actively in the media experience by mentally filling in gaps in information. The richer the information (adding in video), the hotter the media, and the more passive the audience becomes. When you want someone to act (like most performance advertisers), cool media can mean the audience is more attentive and engaged. This could help explain the audio podcasts’ boost in response.

For insights drawing from early radio dramas to Hollywood goats, you owe it to yourself to check out the full episode below.

Advertising always walks a fine line between building audience trust and breaking it. So, how does one find that ever-important line? That’s the question at the center of this week’s Media Roundtable: Industry Edition.

Stew Redwine (Executive Creative Director, Oxford Road) is joined by our own experts Jillian Garner (Account Manager), Neal Lucey (EVP, Strategy & Planning), and Kyle Jelinek (VP of Client Services) to break down what’s driving performance in podcasting.

From Podtrac’s new multi-channel ranker to Podscribe’s latest incrementality report, the team explores what matters beyond downloads. They debate the long-form’s staying power, the durability of history podcasts, and what would happen if ChatGPT introduced ads. Let’s dig in.

“Seeing that history podcasts are as popular as they are, it’s a good reminder that people aren’t actually moving away from depth. They’re just adding short-form [content] on top of it.” – Jillian Garner (Account Manager, Oxford Road)

Multi-Channel Rankings – Podtrac has new rankings that include audio, video, and clip impressions. Getting a full picture of reach is hard, so any transparency is a win. Plus, Marketers can use the data in a few ways. If you know a show’s reach is largely from clips, negotiate those clips as part of the campaign. (And try for usage rights to run on your own paid channels). Are impressions audio-only? Factor in a greater episode completion rate as you analyze the CPMs.

Historical Performance – History podcasts are epic in every sense of the word. You get multi-hour, in-depth episodes (Like Hardcore History) and a fanatical audience. Brands don’t always flock to these shows, but they’re worth considering. After all, hosts are trusted for their rigor, which flows on to advertisers. They won’t be hits for every brand, but we’ve seen lots of winners, and anecdotally, B2B marketers should take an especially close look.

ChatGPT: Now with Ads? – Ads look like the next ChatGPT move. It’s worth highlighting the differences between podcast ads and AI ads. In ChatGPT, an ad undermines the trust and neutrality we’re used to. Meanwhile, podcasts have always had ads, and people can sense how much the hosts actually believe in what they’re saying. In other words: ads only work when there’s enough trust to inspire action. Marketers, the channels you choose for your brands should rely on audiences’ trusted sources for information. You can’t erode one and still expect performance.

Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.

Imagine you’re the best at what you do… and you didn’t realize it until now.

This week’s edition of Media Roundtable: Special Edition is another creator spotlight, as Dan Granger (CEO & Founder, Oxford Road) welcomes Gina Ryan (Host, The Anxiety Coaches Podcast) to the pod.

Gina’s podcast is a quiet ORBIT powerhouse, recently ranked #1 in our Self-Improvement list. But because brands don’t usually share results with creators, she had no idea she was a low-key marketing superstar.

Dan and Gina sat down to unpack her (formerly) secret success. They’re talking: Honest Ads, The Listening Family, and Hyper Organic Growth. Let’s dig in.

“I just talk about it as it’s still me. I don’t all of a sudden switch into: ‘And now a word from our sponsor,’ and become a radio advertisement.” – Gina Ryan (Host, The Anxiety Coaches Podcast)

Be Clear, Be You – Gina’s success isn’t accidental; it’s the result of her very detailed approach to sponsorships. She discloses and separates the ads, then performs the read in her own voice. She’s not in sales mode: she’s the same calm, genuine presence that listeners hear during the show. She doesn’t rush copy; instead, she speaks from her experience and connects to brands she cares about. Another great sign: she rejects misaligned brands. It’s fine for an ad to clearly be an ad, as long as the host is still being their genuine self.

The Listening Family – That’s how Gina refers to her audience. Not consumers, not followers, family. It helps that Gina built her podcast with the intent to help, not to grow and monetize a following. You want a protective host because they’re actively maintaining the hard-won trust they’ve built with the audience.

Hyper Organic Growth – Gina grew the podcast over many years without relying on a dedicated marketing or promotional push. She focused on creating a show people loved. Every member of her audience found her organically and stayed because they love what she’s doing. Other shows might have bigger reach, but the depth of connection is unmatched, and that is what drives ad performance.

For more tips from a genuine performance superstar, check out the full episode below.