Sound Success: Oxford Road Creative Director Reveals the Simple Secrets to High-Impact Audio Advertising; Anthony Jeselnik Slings Underwear

(Drumroll please) On this Media Roundtable: Industry Edition, we’re bringing you a special episode called “Sound Success.” Haven’t given much thought about how your brand should sound? All that’s about to change.

Oxford Road’s Stew Redwine is back on the lead microphone, joined by fellow Oxford Road audiophiles Steven Abraham, Neal Lucey, and Jennifer Laine. We’re on a mission to prove why audio is so valuable, powerful, and frankly fun that it deserves a place of honor in all of your campaigns.

Here’s why:

• Listen to the Data – Some eye/ear-opening results on why you should include music, sonic branding, and multiple voices.
• Pavlov Would be Proud – Ring Doorbell’s sound is so memorable, dogs react to their TV ads.
• Off-Target – The spicy take on why creative matters five times more than targeting.
• Sounds like Jargon – Get the definitive difference between Sonic Branding, Audio Logos, and a DNA Brand Anthem–and why it matters.

Listen up, and you’ll never hear your ads the same way again.

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The Classifieds

Women-Led Network Gets Some Good Guys

This week we’re featuring two new agency high performers, recently tested and ready for your additional ad dollars. Our first standout comes from the folks at Dear Media and is hosted by actor & writer Josh Peck, and influencer, Ben Soffer. Each of them has been a fixture in different popular mediums, Peck having been a child actor on Drake & Josh, and Soffer is the voice behind @boywithnojob. Their mutual goofiness and cultural backgrounds provide unique perspectives on trending topics. Recent interview episodes have also gone viral, featuring guests such as Jason Nash, Bobby Lee, and millennial heartthrob Hilary Duff. This was a  recent standout opportunity for a female skew client with an older demographic.  It is recommended for any client with a similar consumer base looking for comedic podcasts. If you look inside, I’m sure you’ll find the link below for more details.

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The Odd One Isn’t Always Out

Kristen McAtee and Alex Koot are two 20-something New Yorkers who are the best of friends, and love giving their loyal followers the greatest advice possible. No topic is off the table, including recent subjects such as consumerism, self-sabotage, flirting best practices, and female health stigmas. While the world is more open to different perspectives, and advice is aplomb on social media, Kristen and Alex feel like the people you want to hear from most and their Gen Z audience more than agrees. A recent test by a female skew B2B client saw quick and efficient results, and anyone looking for a society and culture offering should keep this in mind. Board the struggle bus in earnest by seeing below for more information.

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In Case You Missed It

Essential Ingredients to Audio Creativity

This week’s podcast references a number of insightful articles that are worth further exploration. We’ve highlighted the major articles below, so that  you can get the most out of the episode. The first article delves into the best practices for audio creative based on the Sound Creative research study conducted by Veritonic in partnership with Audacy. This research identified four essential components for successful audio ads; sonic branding, music, voice (multiple voices work better), and messaging – ads with more than four brand mentions drive higher purchase intent. Sonic branding alone can increase purchase intent and ad recall by double digits. Are you using these components in your audio ads? If not, take the time to re-listen to this week’s episode and see how you can apply the insights.

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Match Your Creative to the Listening Experience

Music has charms to soothe a savage beast -our next article explores how. The recent Spotify study shows how music impacts our mood, motivation, and overall well-being. Additionally, the study report looks at how different genres and types of music can affect us in different ways. Not surprisingly, consumers match their choices in music to their activities, and consequently, ads are most effective when they consider the consumer’s listening experience. A key finding highlighted in the Audacy Sound Creative research is that conversational-style ads work best in Podcasts since hosts are conversing with their guests and audience.

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The Medium Moves the Message

Sounds Profitable commissioned Signal Hill Insights to conduct a national study comparing the effectiveness of TV, AM/FM Radio, and Podcasts and their impact on brand metrics, including brand favorability and consideration. The study provided the results across a variety of brands, including Oxford Road clients, Indeed, and Shopify. According to the study, Podcasts provide incremental reach when added to TV and Terrestrial  Radio buys. Consumers are more likely to consider brands they hear about on Podcasts than TV and Terrestrial Radio. Comparing weekly consumers of TV, Radio, and Podcasts to non-consumers for the top five brands by media type, the study finds that Podcast listeners have higher brand favorability and consideration and are more likely to take action.

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This Week in Great Podcast Reads

Comedy’s Meanest Voice is Music to Our Ears

Tone is everything. If there’s one thing we’ve learned from listening to hundreds upon hundreds of ad reads each week, it’s that the same copy plays so differently from show to show. What’s more, even within the same podcast nothing kills the momentum of an episode more than a jarring shift in tone to a subject that feels completely off-tempo, especially in a genre like comedy.
Often when a comedy host wants to keep the fun times rolling, they’ll feel tempted to poke fun at a brand to get an easy laugh, rather than find creative ways to boast about its greatness, using their unique voice. Comedian Anthony Jeselnik and his long-time BFF (and NFL Network analyst) Gregg Rosenthal’s recent read for Tommy John proves that you can use humor in a brand’s favor to punctuate your enthusiasm for it. It also helps that while Tommy John prides itself on their unimaginably comfortable underwear and loungewear, they are self-aware enough to embrace any humor that comes their way.
Still, Jeselnik dials his excitement for the brand up to a level 10 by the end of this read to explain to listeners why their current underwear does nothing for them. Win-win for all. This is the kind of consistency you can expect when you match solid copy with amazing hosts like Anthony and Gregg from The Jeselnik & Rosenthal Vanity Project.

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