Trust Factories, or Illusions of Credibility? Ad Infinitum’s Latest is Worthy; Tosh 2.0; Holiday Potty Humor; News Brings Good News for Radio

This week, we shift focus from our Media Roundtable podcast to another near and dear to our hearts; Ad Infinitum. Yes, the world’s only podcast solely dedicated to audio ads is back with a must-listen episode. Presenting, Ad Infinitum Episode 5 – “Trust Factories, or Illusions of Credibility”.

Host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes Richard Shotton, author of “The Choice Factory” and “The Illusion of Choice”. Richard has written extensively on consumer behavior and is a renowned thought leader in the advertising space, applying findings from psychology and behavioral science to help people make better marketing choices.

“Don’t think you have to solve these problems yourselves–there’s 130 years of experiments into how to persuade people more effectively.” – Richard Shotton, author of “The Choice Factory”

Join Stew and Richard as they try to answer the age-old question, “Why should I trust you?” They also break down top-spending creative from Bank of America, Babbel, Vick’s, and Upside.

• Getting Precise – Hear the one study that proves why “47%” hits harder than “around 50%.”
• Lightning-Bugs vs Lightning⚡️– The right word makes all the difference. Audience associations with the words we choose (say Vick’s gummies vs supplements) have a big impact. (h/t to Mark Twain)
• An Honor Just To Be Nominated – How you show up is part of the message. Your audience knows if you’re spending big on ads and that costly signaling helps your credibility.

If you want to understand why some ads just “feel” more trustworthy than others, you absolutely should hear the 7 influential studies in this episode that shape your trust every day (including right now). Listen to the whole episode (and complete lesson #5 of your audio ad masterclass) by clicking below.

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The Classifieds

Web Redeemer Has Become Podcast Streamer

Before Ridiculousness took over MTV indefinitely, internet video lovers could only watch deranged shenanigans via basic cable on Tosh.0. Its eponymous host was Daniel Tosh, a talented comedian, unafraid to say and do out-of-pocket, unprecedented, and scandalous things. Now three years removed from his long-running show, Tosh is bringing his talents to Premiere Networks, with his newly titled simulcast Tosh Show. In its first three episodes, Tosh Show has garnered 2.5 million video views alone. And that’s not due to an impressive slate of guests.
Tosh actually prefers talking to people in his own life, and those who simply interest him. This is a great testing option for a variety of reasons; it’s high reach, video inclusion, existing loyal fanbase, and performance in multiple demos, plus it’s already topping the charts. You have more than 20 seconds on the clock to click the link below.

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Edu-Tainment Takes on Daily News

Podcast buying has never included dayparts, but that doesn’t mean it’s not an important thing to consider when testing new shows. Based on the newest trends report from Spotify, commuting drivetime still sees high consumption for audio, and there’s nothing more commuter-friendly than bite-size daily news. Hosts of The Best One Yet, Jack Crivici-Kramer & Nick Martell, want that time to be fun-filled, informative, and internet-focused. The newly acquired 20 minutes daily podcast from Wondery covers top stories in business, often touching on social media, legacy media, company news, and tech. Though the topics are dry, Jack and Nick are anything but—bridging the gap between early morning drivetime radio and the nighttime news. For anyone interested in reaching young professionals and business-focused news consumers, there’s still time to test those Q4 dollars in December. The informative link below is our best one yet.

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In Case You Missed It

Jealous of the Accent? They’re Jealous of Our Podcast Market

The US dominates the podcasting ad market, with an estimated $1.8b compared to $60m in the UK, $50m in Canada and Australia, and $2m in New Zealand. For certain, the US market is more mature. The BBC and other non-ad supported offerings are also a factor in commonwealth countries. However, this doesn’t fully explain the large gap in spending. What does this mean for marketers? Well, if you have international ambitions, a less-developed podcast marketplace presents an opportunity to stake a claim for popular podcasts and gain a leg up on your competitors. Get moving mate.

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Parents are Punks

Spotify just released their 2023 Wrapped Report which highlights top trends and ways users engaged with content on Spotify in 2023. Some of the insights; parents are more likely to listen to punk rock or heavy metal, GenZs are into nostalgia, wellness content was up nearly 500%, and first-time podcast advertisers saw significant gains in incremental reach. The report is a quick read and provides valuable insights and information for your audio plans going into 2024.

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Hear All About It?

It’s been a tough year for terrestrial radio with ad spend down almost 4% vs 2022, according to Insider Intelligence | eMarketer estimates. At least there’s better news in, well, news. A recent study from Pew Research reveals a resurgence in AM/FM radio news listenership, reaching pre-pandemic levels at 16%. This is most certainly due to people driving more. In less of a surprise, podcast news listening has also increased (check out The Best One Yet in this week’s classifieds). With 2024 being an election year, expect more news to be consumed across all formats, allowing marketers to reach more consumers in a tried-and-true genre.

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#SaveTheLiveReads

Make Way for Tushy Bidet from Lauren Flans

Everyone knows the holiday season brings decadent cuisine and LOTS of sweets for enjoyment. But as Lauren Flans of the Coming Out Pod reminds us, that enjoyment usually lasts right up until the tummy ache starts resulting in many necessary trips to the bathroom. So, make way for the Tushy Bidet! Flans lays out key factors of Oxford Road’s Audiolytics™ components with an ear-catching “SetUp” in a situation experienced universally. Not only does their “Execution” of humor align well with the brand, but it also entices listeners toward a solution — a post holiday feast. One of Flans’ best lines in this sponsorship is “Yall, these people want you to love your Hello Tushy!” This makes listeners feel like Tushy is a company invested in people, which is directly in line with Oxford Road’s Mission Statement: “to grow companies worth fighting for.” This “potty humor” is not something that can be scripted and widely distributed. It comes from an ever-growing relationship between brand and talent.

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