Ad Infinitum Explores the Future of Audio Production; Podcasts Tackling Journalistic Integrity; 20 Years of "Podcast"; Consumers vs Advertisers

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 9 – “Simulacrum Ex Machina.”

Newly-dubbed Audio GOAT Stew Redwine (VP, Creative Services, Oxford Road) welcomes Oskar Serrander (Co-Founder/CEO, Wondercraft) fresh from the launch of Wondercraft.

Join Stew and Oskar as they talk Wondercraft’s origins, how to think in audio, and the most important audio factor: Ryan Reynolds.

Plus–breaking down ~$20M in audio ads from BetterHelp, Toyota, Whole Foods, and Mint Mobile (Guess which one’s the best/hint: Ryan Reynolds ).

“I just think audio deserves a little bit better.” – Oskar Serrander (Co-Founder/CEO, Wondercraft)

• Canva for Audio- Brands: you now have no excuses for making audio an afterthought. Wondercraft aims to be Canva for Audio–easy-to-use audio production from idea to draft in just minutes. More than lowering the barrier to entry for audio-newbies, pros can ideate and test early, creating richer, more thoughtful ads.
• Remix Duds – Light Their Fire- CAOs, if you want to up your creative game, here’s your next step: grab a weak ad, bring it over to Wondercraft and start playing around. Swap accents, music, cut the boring parts. Regardless of whether you turn it into audio gold, you’ll absolutely learn something about what makes the ads work.
• Think Audio Earlier- Audio isn’t text. But when advertisers make audio an afterthought, it might as well be. Single voice, no music CAOs, you can do better. Some ideas only work in audio. Focus on these concepts first, then figure out how to adjust them for podcast, radio, streaming and music channels. It’s less work than you think and tons more fun.

Ready to play around in audio’s new sandbox? Catch the full episode below.

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The Classifieds

Journalists Grade Their Report Cards

Network: Soundrise / Monthly Downloads: 750k / Current Civility Score: PENDING

Journalistic integrity is a consistent topic of conversation in our evolving media landscape. Rarely are journalists critiquing themselves on a case-by-case basis, and they’re definitely not recording those conversations. Controversial  S-Town host Brian Reed is back with KCRW and Soundrise to bring us a limited series on the ethics of storytelling and the prevalence of misinformation in the digital age. Available on YouTube and in audio format, the first several episodes quickly delve into formerly untouchable topics, prompting well known media personalities to be candid in new and intriguing ways. Though podcasts are definitely in the show’s sights, it’s all about journalism as a whole, and its role in a healthy society. If you’re looking for a brand-safe Public Radio option that reaches highly informed, well educated demos, this is an amazing Q4 opportunity. If you have Q’s your A’s can be found at the link below.

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Tech Journalists Geek Out

Network: Big Little Media  / Monthly Downloads: 25k / Current Civility Score: PENDING

What sets this journalist hosted podcast apart from our previous classified, is its origin and overall intent. 404 Media is a 1 year old digital investigative reporting site focussing on technology’s overall influence in today’s world. Whether rooting out corruption, crime, and malfeasance or celebrating democratization of information, 404 is devoted to leaving no stone (or code element) unturned. The podcast, hosted by the 404 team (Joseph, Sam, Emanuel, and Jason), discusses subject matter relevant to both well-informed tech adopters as well as laypersons.  Recent episodes have covered AI, white collar crime, hacking conventions, and data breaches. Efficient tech offerings have long been a secret weapon of core strategy for DR Advertisers, and many B2Bs have success with them here at Oxford Road. Hack the mainframe yourself by launching the link below.

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In Case You Missed It

“Podcast” Turns 20

James Cridland takes us down memory lane with a history lesson on the term “podcast.” Most people know (or at least we think they do) that Adam Curry played a key role in creating what we nowadays call podcasting—he is the Podfather, after all. But the credit for coining the term goes to someone else, Dannie Gregoire. Why does this matter in 2024? Podcasting continues to evolve, now covering a range of conversational media; audio-only, audio-video simulcasts, and even, gasp, video-only content. Some argue it might be time to move on from the term (click the article below for more on that). Our take? Nope, and Happy 20th!

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Getting a Slice of the Influencer Pie

According to Digiday, podcast networks are shifting focus to tap into influencer marketing budgets. Companies like iHeart Media and Acast are promoting multi-channel campaigns that combine podcasts, video, and social media. This approach targets CMOs and influencer marketers, as research shows integrating audio ads with social media boosts performance. With influencer marketing spend set to top $8 billion in 2024, compared to $2 billion for podcast ads, it’s a no-brainer. However, do podcasts need to be reclassified as influencer marketing? Again, no—it’s just the channel’s evolution. And one last thing: publishers hurt themselves by prioritizing automation over live, host-read ads. (#savethelivereads, #oxfordclock)

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The Consumer vs Advertiser Disconnect

A study by iHeartMedia and Pushkin Industries reveals that 44% of Americans feel ignored by advertisers. Key findings in the report show consumer preference for brands that align with their values, dissatisfaction with hyper targeted ads, and a longer decision making process than marketers anticipate. Notably, consumers place greater emphasis on factors like religion, law, and order. The study calls for marketers to align their strategies with real life influences like family and community. We agree that marketers and agencies should avoid personal biases. Consider this our semi-annual reminder. But this report also brings to mind David Ogilvy’s famous quote: “The trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say.” Just sayin’.

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#SaveTheLiveReads

I Will Teach You… With MasterClass!

Ramit Sethi’s podcast I Will Teach You To Be Rich is all about asking the right questions that lead to a more prosperous future, and that’s why MasterClass is a perfect sponsor for this show! With a mission statement based on helping people, Ramit has an established track record of changing lives. He substantiates his read elaborating on several different MasterClass courses with enthusiasm and detailed customization, expanding well beyond the ad copy. Among the greatest assets of a recommendation like this, are the real world changes that can emerge—where the Ramit Sethi’s of the world point listeners in the right direction toward accomplishing their dreams, goals, and aspirations!

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