Media Roundtable’s 2023 IAB Upfronts Recap with Director of Digital Audio & Video for the IAB, Matt Shapo

Welcome to the Media Roundtable, Industry Edition! In this episode, we’re recapping the IAB Podcast Upfronts conference highlights.

Our fearless host is once again Oxford Road’s very own Jennifer Laine, along with fellow Oxford Roadies and Upfront Attendees Steven Abraham,  Spencer Semonson, Kristen Duenas, and special guest, Director of Digital Audio & Video for the IAB, Matt Shapo, taking a well-deserved victory lap from the event.

Missed the Upfronts? We’re giving you a front-row seat to trends and your new favorite show so you can like it before it’s cool (Spoiler Alert: It’s probably NPR’s Body Electric).

Niche is the New Cool – Networks are slicing, dicing, and bundling what they hope are deeply engaged audiences. One very smart approach from The Believe Network is next-day recaps of every game from major sports leagues featuring players from each team. This might be the gold standard in niche-perishable media.

Cross-Channel Power Play – How do you take advantage of ads on companion podcasts? Imagine sponsoring a TV show and then deepening your campaign with that same message on the companion podcast recapping the show.

We’re covering all this and a whole lot more, from tapping into built-in audiences, what amazing co-branded content looks like, and what next year’s upfronts could look like for the fastest-growing channel in digital media. To hear the full episode, click the link below.

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The Classifieds

Freestyle Rapper Finds Footing in Podcasting

May is Asian American and Pacific Islander Heritage Month, and Oxford Road has been highlighting creators and hosts from many of these communities in our classifieds. Our first selection is a strong performer in the Society and Culture genre, hosted by former Wild ‘N Out cast member Timothy Chantarangsu. Though his background is in improvisation and freestyle rapping, most of his episodes tackle more intimate subjects related to family life, relationships, and friendship. When he and co-hosts Nikki Blades and Ricky Shucks dive into pop culture, it’s a comfortable, easy conversation that makes you feel like you’re in the presence of friends. This Kast original has been a great performer for DTC brands and is best suited for male skew clients looking to target Millennials. Take a shot of reality straight up, and make your mark on the world by clicking below.

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Bring Back My Girls!

The RuPaul empire continues to expand with the crowning of Sasha Colby and the new season of All Stars 8. Fans are yet again looking for trusted voices to add their commentary to the mix. Repeat judges Alec Mapa and TS Madison will return for the definitive companion podcast to break down the runways, challenges, and backstage drama we all love. What differentiates this show from the extensive slate of other Drag Race-related content is that these icons are often at the judges’ table or backstage and then bring on contestants as guests to hear the gossip, talk through their strategy, and learn more about them. Squirrel Friends is gaining traction for advertisers with a younger, female-skew target audience and shows no signs of slowing. No tea, no shade, no pink lemonade, but you need to click below to learn more.

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This Week in Great Podcast Reads

Seal Alligns with Moink Mission

Few people can begin a sentence with “the time I killed Osama Bin Laden.” But if you find yourself working with a host who can legitimately say that phrase, you do not need to worry about audience engagement. This is precisely what happened with the host of The Operator with Rob O’Neill and his recent read for our advertiser Moink.
The opening statement of the ad reels listeners in as Rob shares how he employs a war tactic when purchasing store-bought food but transitions to letting his listeners know that Moink’s meat is of the highest quality in the world and supports Moink’s mission to fight for the family farm. If you need to find hosts that believe in your company’s mission at this level, Rob is the poster child of what that looks like.

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