This Week’s Influencer: Purpose, People, Profit & Perfect Sunsets-CAO'25 Recap; Bezos & Local Advertisers Say Radio Works; Podload’s Effect

This special edition of Media Roundtable offers a front-row seat to our third annual CAO Summit, held at the stunning Terranea Resort. Hosted by Giles Martin (EVP, Strategy, Oxford Road) and featuring guests Alia Smith (Associate Manager, Acquisition, Boll & Branch), Megan Smith (Director of Media Strategy, Tecovas), and Oxford Road’s own James Ingrassia (EVP, Client Services), the episode captured the insights, inspiration, community—and gorgeous sunsets—that defined this year’s event.

The team is talking: Hosts Know Their Audience Best, Industry-First Simulcast Measurement, Breakout Sessions FTW, and more. Let’s jump in.

“The best of everything you can really ask for.” – Alia Smith (Associate Manager, Acquisition, Boll & Branch)

Hosts Know Their Audiences… Better Than Brands Do?: Steven Bartlett (The Diary of a CEO) and Ben Shapiro (Founder, The Daily Wire) headlined night one of CAO with a fireside chat and a powerful reminder: podcasters who build their platforms from the ground up really know their audience. Our CAO guests were struck by their passion, selectivity, and authenticity when endorsing products—and Alia especially appreciated Ben’s live shoutout to Boll & Branch! What really struck the panel was the similarities in approach, despite their inherent differences.

Breaking Ground on Simulcast Measurement: A new case study from Oxford Road and MIDG Media introduced a first-of-its-kind measurement for YouTube podcast campaigns. Our guests discussed the implications for visual-first audio storytelling, especially for high-touch, visual products like bedding and apparel. Keep your eyes peeled for the case study, coming soon to an inbox near you.

Real Conversations, Valuable Connections: Multiple guests praised the summit’s “zero-pitch” policy. What emerged instead was real conversations between brands, creators, and strategists about what’s working, what’s not, and what’s next. No pitches—just sunsets, celebration, and connection. Megan called this year’s event “comfortable, like being with friends.” It’s what made the CAO summit work, and what makes gathering in-person so important, especially in the age of remote work and Zooms.

Whether you attended this year or are keeping up from afar, this episode is your insider’s pass to the most intimate, insightful, and strategic audio marketing gathering of the year. Check out the full episode to get the scoop.

The Classifieds

Make It First. Make It Better Later.

Network: Soundrise / Monthly Downloads: 40k

The phrase “it’s never too late” is common, but the act of beginning is a long, arduous one. This is the problem that Radiotopia podcast host Alex Sujong Laughlin aims to dissect in her newest podcast, Try Hard. Launching on 7/28, this interesting new opportunity comes from the same team as the immensely popular show Normal Gossip. Each episode will detail Alex’s efforts to help someone try something new and follow through until they reach their goal. Whether they’re trying to learn a simple trick or begin their journey into an expert skill, Alex will detail the highs and lows, the hurdles they have to overcome, and the inner turmoil that has traditionally held them back. This would be perfect for those who find success on shows that lean into lifelong learning and self-improvement. Just do your best and click below to test into this offering.

Get The Deal

Spoiler: There Isn’t One

Network: SiriusXM Podcasts / Monthly Downloads: 500k

Stephanie Soo is not a new name in podcasting, but this is her newest podcast with the fine folks at SiriusXM Podcasts. Soo grew her brand as a Mukbang YouTuber, but has pivoted to true crime in recent years, setting herself apart by providing unbiased opinions and commentary. Moral Of The Story takes a different approach from her usual content, covering pop culture, internet trends, influencer drama, and whatever else Soo wants to ponder. Recent episodes have covered Chinese and Korean reality TV shows, as well as the top-of-mind scandals sweeping social media. For those who are already a fan of Soo, or those who wanted to join her fandom but don’t enjoy true crime, this proves to be a great avenue. This is a surefire opportunity for advertisers looking to reach young female professionals with a love of deep-dive commentary on YouTube. For a twist in your story, click the link below to read along.

Get The Deal

In Case You Missed It

Amazon’s Audio Math Equals Success

Amazon, a company that measures everything, recently turned to audio to boost Prime Day sales. The conclusion? AM/FM radio advertising significantly boosted Amazon Prime Day 2025 sales, helping drive $23.8 billion in spending. A Quantilope study found 53% of radio listeners made a purchase, outperforming music streaming and podcast audiences. Radio ads also had strong recall, with 46% of listeners remembering hearing Amazon messages and 70% reporting they would visit Amazon or search for deals after exposure. This piece comes on the heels of a Westwood One Audio Active Group analysis which also highlighted the role of audio in driving Prime Day sales. Marketers, take a page from this playbook by prioritizing performance-driven radio buys to drive online conversions.

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Pinpointing with Local Radio

ZoneCasting™ technology lets FM radio stations deliver up to three minutes of hyper-local content per hour by using synchronized boosters, which has been approved by the FCC. This enables geotargeted ads without relying on consumer data, making radio more competitive with digital platforms. Early campaigns in markets like San Francisco, San Jose, and Jackson, MS have shown success with localized ads and traffic updates. Radio can now support hyper-local targeting, making it viable for brands with limited footprints or for multi-location retailers that want to reach specific neighborhoods without wasting spend.

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Patience Please: 3 Minutes to Tune In

Reported by Sounds Profitable and originally spotlighted by James Cridland in Podnews, there’s a Reddit thread about increasing ad load in podcasting from the perspective of consumers. The article discusses how multiple ads that appear before a show starts negatively impacts listener engagement. A podcast creator also weighs in that ad load is dictated by the publishers. Two key takeaways: Reddit has become a go-to source for trendspotting among marketers, and rising podcast ad loads risk driving listener fatigue. Watch ad saturation closely to avoid diminishing returns.

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#SaveTheLiveReads

Goodbye Internet “Doctors”

Hosts of the Get the Hell Out of Debt podcast—award-winning, bestselling author Erin Skye Kelly and her best friend Keri Blakeney—manage to make both money and going to the doctor feel fun in this week’s #STLR for Zocdoc! Their sharp humor and clever nods to pop culture engage listeners right away, setting up a health-related dilemma we’ve all faced: too many TikTok hacks, not enough actual medical advice. The transition to Zocdoc is seamless and compelling, with Erin’s personal story giving the ad heart and credibility. Their clear breakdown of how Zocdoc works—filtering by insurance, location, and real patient reviews—reinforces trust and makes it compelling for listeners to act on the offer. Forget chasing olive oil trends-with Zocdoc, you’re skipping the guesswork and saving money by booking real doctors that actually take your insurance. Now that’s financial wellness we can all get behind.

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