Oxford Road’s Giles Martin & His Panel of Experts Share Attribution Secrets; Whitney Cummings Cleans Up Her Act; High T Podcast Offerings

If you’re an audio advertiser, this week’s podcast may be the most relevant episode we’ve ever had. As we continue to highlight our favorite sessions from this summer’s Chief Audio Officer Summit, this week we’re excited to share one of the most dynamic discussions of the event: the Attribution Panel. Regular listeners to the podcast know the team at Oxford Road has some BIG thoughts on attribution. This panel was the perfect way to expand the conversation by bringing in some of our expert CAO partners.

 “Sometimes simpler is better, even though it doesn’t make you feel as smart.” – Paul Hillen, VP, Performance Marketing, SKIMS

Our very own Giles Martin (EVP, Strategy & Insights, Oxford Road) moderates the panel of audio attribution veterans including; Paul Hillen (VP, Performance Marketing, SKIMS), Vanessa Stark (Senior Marketing Manager, Performance Marketing, Instacart), and Jessica Tennant (SVP of eCommerce, Hello Bello). They’re some of the best in knowing what their audio ad dollars are up to, so let’s see what they’re doing right–and where they could do better.

• Remember to Sell Internally  – As marketers, we sell to consumers all the time, but selling to stakeholders? Not so much, yet it’s so important. Whether you’re talking to a longtime marketer or a novice, we have tips on how to structure the conversation to make your audio sing.
• Triangulate Everything  – Is there a perfect data point? No. But mixing together post surveys, vanity URLs, promo codes, and more can go a long way to help you (and your stakeholders) feel confident you’re moving in the right direction. Our marketers share their approaches (and yup, they’re all different).
• Focus on Incrementality  – At the end of the day, marketers are just trying to answer the question, “What did this investment do for our brand?” Our experts break down some of their favorite ways to conduct incrementality tests (scale the channel and keep everything else steady, then check CPA) and caveats (if your incrementality test is a year old, it might be time to refresh).
• Flexible Measurement, Greater Reach  – If there’s only one kind of data you trust (like IP matching), you’re going to get shut out from some opportunities. But if you have multiple paths to getting a signal that’s good enough for decision-making, you can have your pick of testing options.
• Patience, Patience  – In an environment where we need to drive results this quarter, how much runway can we give our audio? Navigate top-of-funnel vs. bottom-of-funnel audio with us, and the benefits of nurturing customer relationships without over-dependence on deep discount promo codes.

While we can’t promise listening to this week’s show will solve all of your attribution woes, we can promise you’ll come away with more tools to help you get closer to the truth. Click here for the whole episode.

The Classifieds

Woman Seeks Man, Man Answers

We’re in an age where information is free-flowing and always available, yet there’s still those needling questions that require a real person. Comedian Emma Willmann shares some of the most rare and intriguing queries her listeners put forth. Plus, she has a lot of fun doing it. Ask Men Anything, the latest release from Betches Media, dissects the behavior and foundational beliefs of modern masculinity, while interviewing funny people like Lucas Zelnick and Jared Freid.
Advice podcasts have been multiplying in recent years, but this comedic offering specifically centers around the male psyche and how we can all communicate to understand each other better. Advertisers looking to capitalize on relationship content and society & culture high performers will definitely find success in testing this fall release. The phone lines are open, so ask us anything via the link below.

Get The Deal

All for One, and One for Ball

Wave Sports recently wrapped up the first season of their wildly popular limited series Podcast P with Paul George, a sports offering that should be at the top of everyone’s rolling opps in 2024. Hosted by NBA Superstar and Olympian Paul George, and co-hosted by his friends, Jackie Long and Dallas Rutherford, the entertaining panel spends each episode talking about their daily lives within the orbit of a high-flying athlete. Many fans of this series have mentioned its similarity to the cult HBO show Entourage, for its in-depth point of view on their friendship (while also covering the Clippers). This season also boasts interviews with industry insiders like Stephen A. Smith, Clippers owner Steve Ballmer, and teammate Terance Mann. Season 2 will be a great opportunity for advertisers looking to reach male sports fans, especially those interested in the history and strategy of basketball. Take the easy layup and dribble your way to the link for more information.

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#SaveTheLiveReads

How to Brush Up Your Live Reads

Today we’re talking about the always hilarious Whitney Cummings, and how she recently delivered a perfect read for the oral care juggernaut, quip on her Good for You podcast. Whitney is pregnant, and while dealing with the side effects that come with growing a human in your body, she reminds listeners that oral hygiene cannot be forgotten. The comedian shares how she never goes anywhere without her “sexy quip toothbrush” and how it has dramatically improved her brushing habits. Having just attended Oxford Road’s CAO event over the summer as a discussion panelist, Whitney knows what it takes to be a fantastic representative for a brand, and it shows in this read.
Whitney’s charm is undeniable but the way she intuitively nails the setup and substantiation in this read both are key components of Oxford Road’s proprietary creative messaging system, (Audiolytics™) is exceptional. Whitney is a true pro, but the ease at which she delivers the ad is the perfect combination of a talented podcaster, in-depth host onboarding, and expert podcast copywriting. Thank you, Whitney, for showing the rest of the podcasting world how it’s done.

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