Cumulus’ Pierre Bouvard Joins the Most Practical MRT Ever; Tis the Season for Baseball and Soccer Podcasts; Fake Podcast Ads; AI Stealing the Thunder

The Media Roundtable is back, and we’re tackling one of the thorniest, most misunderstood, yet most rewarding aspects of audio advertising: B2B.

Our deep dive was inspired by this excellent recent report from Pierre Bouvard (Chief Insights Officer, Cumulus Media | Westwood One) on reaching B2B decision makers through the magic of audio.

“You can’t just say, ‘hey, let’s give audio a shot–we’re just going to throw a bunch of money at it and see what happens.’ You really need to hone in on what you expect will happen and what your benchmarks for success are going to be.” – Rion Swartz (VP, Brand Marketing, Constant Contact)

Hosting again is Oxford Road Founder and CEO Dan Granger, along with Pierre Bouvard and an all-star crew of deep thinkers with extensive B2B chops:

-James Ingrassia (EVP, Client Service, Oxford Road)

-Neal Lucey (EVP, Strategy & Product, Oxford Road),

-Rion Swartz (VP, Brand Marketing, Constant Contact)

Together, they’re talking all things B2B audio including; balancing long-term and short-term plans, why everyone should look beyond business, why good things take time, and a whole lot more. Let’s dive in.

Hands in the Air – For B2B, you need to incentivize your hand raises. It’s not enough to say “Call NOW for a free consultation.” What’s truly the highest item of perceived value you can offer your customers? You don’t need to close the deal in one ad, just start the conversation. Especially for bigger ticket items, take the time to develop trust through personal endorsements and relationship-building. Flexibility in audio works wonders.

The New Channel Problem – Scaling channels means proving ROI to stakeholders. Rion was fortunate at LegalZoom, because they tested audio successfully before channels multiplied and spending ramped. So what’s a CAO to do? If you’re not in a mature marketing environment, test audio NOW for a cleaner read. Otherwise, Rion recommends media mix modeling, and of course, we’re big believers of our two-tiered survey that has worked wonders for Bambee, a true B2B audio success story.

The 18-24-58 Rule – Starting a new campaign but not sure when you’re going to see its impact? Use the rule of thumb Pierre recommends from Gain Theory: 18% the first month. 24% in 2-5 months. 58% in 6 months and beyond. TL;DR, let your audio cook. ‍

After hearing this you’ll not only become a B2B Audio Evangelist, you’ll also know how to make sure ALL of your B2B audio campaigns live up to their potential. Tune into the full episode by engaging the link below.

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The Classifieds

Buy Me Some Peanuts and Crackerjacks

When we talk about the importance of buying podcasts with a seasonal focus, sports content is clearly the most relevant topic of that conversation. MLB season is HERE, and advertisers are clamoring to start testing and rebook their top performing MVPs for Q2. And there’s no media partner better suited for baseball’s most intrigued and engaged audience than homegrown baseball juggernaut Jomboy Media. Their flagship podcast, Talkin’ Baseball, has a devoted legion of loyalists tuning in week after week for hosts Jimmy O’Brien (aka Jomboy), Jake Storiale (Talkin’ Jake) and Trevor Plouffe, as they take on America’s favorite pastime. Jomboy’s slate of shows also extends to localized teams, and it’s clearly influenced by the New York City HQ they inhabit. Jomboy additionally hosts several alternative sports teams, plus they livestream games direct from their warehouse, a setting rife for larger integrations throughout the boys of summer months. Be the bonus baby of your brand by hitting the link below today.

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Men in Blazers Showcase Women in Shorts

Women’s Sports has been enjoying fervent attention in recent weeks, and the podcast fervor for them has come into play. Men In Blazers Media Network and Wondery have produced a chart topping addition to the world of soccer. Lynn Williams and Becky Sauerbrunn host two episodes weekly. The second episode features interviews with current and former players. Guests have included Denise O’Sullivan, Michelle Alozie, and Trinity Rodman, giving transparent, engaging interviews.
If you’re a newcomer to the sport, this is the go-to podcast for in-season kinship with fans, to help bolster your soccer knowledge in time for World Cup Mania. This show is currently sold as a bundle with other Men in Blazers shows. It has performed well for male skew B2B clients with international interests. Get into the game with many other DR advertisers by kicking the link below.

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In Case You Missed It

Fake Video Podcast Ads are Here. We’re Not Kidding.

Ashley Carman is on fire uncovering the dark underbelly of digital advertising. Carman reports in Bloomberg that actors like MJ Wolfe are capitalizing on faux-podcast ads, mimicking popular formats to sell products. Yes, you read that right! For CAOs, this is perhaps even more proof of the effectiveness podcasts have in advertising. You know what they say; “Imitation is the sincerest form of flattery.”

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IAB Reports Strong Growth for Digital Audio

In 2023, digital audio revenue soared by 19% to $7 billion, driven by a growing embrace of spoken-word content and expanding subscription options. While digital audio remains a small fraction of the overall ad market, its growth outpaces other segments. The industry anticipates continued double-digit growth in 2024. IAB/PwC Internet Advertising Revenue Report 2024. While digital audio is growing rapidly, it still represents only 3% of all online ad spending. There’s plenty of room for growth, given that time spent with audio outpaces ad spend.

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Consumer Perceptions of AI in Audio

At this week’s NAB Show in Las Vegas, Futuri CEO Daniel Anstandig presented AI research findings alongside Ameca, an AI-powered humanoid robot. The study suggests audiences perceive AI as having potential to enhance audio content. However, our analysis of the results indicates a more nuanced perspective. CAOs, the chart included in this article is particularly noteworthy. It underscores the recognition of AI’s value in utility functions, such as song selection. Furthermore, it’s worth highlighting regional disparities; for instance, Midwesterners appear to perceive less improvement through AI compared to other regions.

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#SaveTheLiveReads

Shopify Gets Back to Work Selling Online

“Cha-Ching!” Guess who’s back? Our partners at the Back to Work podcast, with a STRONG delivery for Shopify! Thanks to diligent media planning by the Oxford Road Team, this podcast, which focuses on productivity, communication, work, barriers, constraints, tools and more, perfectly aligns with brand specifics for the #1 ecommerce platform. Their setup, describing the use of Shopify as recent as YESTERDAY, SCREAMS relevance. Plus, they discuss the seller’s experience of utilizing Shopify to produce and sell a commemorative Super Bowl Eagles Win tee. When talking about the ease of design creation and seller launch, thanks to Shopify, they create a bond of trust for listeners, which will no doubt cause a boost in performance. And it’s always enjoyable to hear some cheeky charm and sass when hosts dare to break the rules. In this case, the host’s rebellion against actually playing the Shopify “Cha-Ching” sonic branding logo is humorous and personable, making this ad read one that’s not to be forgotten!

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