Kellyanne Conway and David Plouffe Bring Civil Discourse Back to the MRT; UK Podcast Adoption Gains Momentum; Podcasters Explore On-Site Sponsorships

The Media Roundtable is back! This week we’re going back to our roots and one of our passions: Civil Discourse in Audio.

Dan Granger, (CEO & Founder at Oxford Road) welcomes bi-partisan hosts of the new podcast; The Campaign Managers with Kellyanne Conway (former Campaign Manager and Senior Counselor to former President Trump) and David Plouffe (former Campaign Manager and Senior Advisor to former President Obama).

They’re talking: The Power of Listening to Other Opinions, The Divided and the Deciders, Civility, and more. Let’s dive in.

It’s easy to be enraged. It’s essential to be engaged. – Kellyanne Conway (former Campaign Manager and Senior Counselor to former President Trump)

Big Divide, Few Deciders – In elections, there are very few votes actually up for grabs. The lesson for CAOs? Know who you should talk to. When running your campaigns, think about the people who are hearing your message, who would truly make a difference. Focusing on anyone else won’t deliver the same incremental impact.

Staying Civil  ⚖️ – For a long time we’ve said for brand safety and suitability that following the GARM framework isn’t enough. That’s why we’re big proponents (and investors) for Seekr’s Civility score. The Campaign Managers scores a 93, supporting the idea that you can discuss hard topics–without agreeing–in a productive, civil conversation.

Engaged, not Enraged – We’ve spilled tons of digital ink on the Outrage Industrial Complex. Anger = listeners and ad dollars, but Kellyanne and David are hoping for something more… motivation for listeners to engage with civility and affect positive change. It’s okay to hear an opinion you don’t like (and according to former President Obama, definitely a good thing). However, what we do next, is up to us.

For unparalleled insight into our current political situation and (maybe) a little hope, check out the full episode in the links below.

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Listen Here: Spotify

Listen Here: Apple

The Classifieds

I’ll Be There For You

Network: ACE CREATORS / Monthly Downloads: 250k / Current Civility Score: 96, HIGH

Gaming has become a crowded and diverse space that can prove difficult for marketers to navigate. In a field proliferated by streamers, gameplay, and crass dialogue, Friends Per Second stands out as a more professionalized format. Self-proclaimed nerd hosts
Jake Baldino, Lucy James, and Skill Up, are highly credentialed to speak with authority on everything from publisher news to game mechanics for new releases. Not only do listeners tune in for the trio’s opinions and specific knowledge on gaming, but what sets the show apart is their in-depth interviews with experts in the industry, including designers, studio heads, and other leaders in the space. When it comes to DR advertisers, this show partners with some of the best and brightest across a variety of categories. If you’re looking for heavy male demo on video first opportunities, FPS is a great option for future testing. Gain a friend for life by connecting with the link below.

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Tea Spillers See Their Cups Overfloweth

Network: Audioboom / Monthly Downloads: 1M / Current Civility Score: 72, MEDIUM

Podcasting often leaps into mainstream media when guests expose a juicy piece of gossip. On Cancelled, it’s the hosts who are often spilling the tea. Infamous influencers and friends Tana Mongeau and Brooke Schofield are longtime fixtures on YouTube and social media. Though Tana has been mired in a whirlwind of controversies, together these hosts have grown in popularity through the years. Now at their ultimate height, the show has gained even more popularity, covering topics on exes, trauma, and unfolding beef. Generally, when Tana and Brooke are not covering internet drama, the twosome are fierce allies providing unhinged and wildly hilarious commentary on their lives and loves. If you’re interested in reaching a younger female focused audience of gossip lovers, this is a surefire high performer. To join this friend circle, accept the link below for the full scoop.

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In Case You Missed It

Is Streaming Audio Better than Radio?

SiriusXM just released an article on their “4 Reasons Streaming Audio Ads Are Better than Radio Ads.” While we may not agree with their stance 100%, they make a compelling case for streaming. The article highlights that streaming audio offers advertisers more ways to craft the right message and find the right audience, making the experience (in their words) more personalized and convenient.

SiriusXM’s top 4 advantages streaming audio ads have over traditional radio ads:
1. Streaming Audio Is More Personal
2. Your Ads Get More SOV than Radio Ads
3. You Can Incorporate Visual Media
4. Streaming Audio Gives You More Advertising Options

While some of the advantages of streaming mentioned are undeniable (greater SOV, visual capabilities, and more advertising options), the personal connection listeners have with their radio personalities is only rivaled by podcast. So while we definitely advocate CAOs to explore the impact of streaming audio, don’t count radio out, just yet.

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UK Podliferation

Although the US paved the way for the podcast explosion, with 47% of Americans now listening at least once per month, our friends across the pond seem to like the medium even more. On Device, a global brand measurement company, reveals in a new study that 61% of UK residents now listen to podcasts monthly, spending an average of 1.8 hours a day listening to their favorite shows. The press release picked up by Podnews shares that the most popular genres are; True Crime (30%), Sports (30%), Chat/Conversational (27%), and News (22%). And where there’s an audience, there will also be movers and shakers. For example, though they have a commanding presence in North America, UK branded podcast production start-up Lower Street just announced their purchase of Pacific Content, creating the world’s #1 branded podcast agency. If you’re a marketer seeking international presence, the rapid adoption of podcasts overseas may present opportunities for growth we haven’t seen here in years.

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Looking Beyond The Cast

Local radio has been tapping into the power of on-site promotion for decades, finally podcast is following suit. Sunglass Hut in Beverly Hills recently hosted an immersive brand experience, connecting Acast’s Naked Beauty podcast with consumers and beauty influencers. This was the first US execution of Acast’s “Beyond the Podcast” strategy, focusing on multichannel marketing campaigns. Attendees connected with store associates and on-site makeup artists for personalized mini makeovers, including sunglasses recommendations. As programmatic buying platforms and cheap RON impressions become more prevalent in podcast, we anticipate more relational opportunities like this in the near future. If you’re ready to look “beyond the cast”, we’ve got some out of the box thinkers ready to go.

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#SaveTheLiveReads

There’s Zocdoc in my Chuckle Sandwich

All too often, podcast listeners will cue into the robotic, boring start of an advertisement and tune out. But NOT when it comes to Ted Nivision and Schlatt of Chuckle Sandwich! These pro’s have mastered the art of setup, as displayed in this Zocdoc sponsorship. There’s an undeniable ease of what feels like a natural conversation between two dudes just shootin’ the breeze. Their delivery of this Zocdoc ad is perfectly woven into an informational personal endorsement about the struggle of trying to find a doctor. The hosts’ exuberant partnership is humorously engaging, drawing listeners in, so it doesn’t even feel like an ad! An intro like in this Chuckle Sandwich Zocdoc serving, makes for a delicious listening experience.

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