Dissecting the Audio Attribution Pickle Part 2; Team CoCo’s Return to Video; Miranda Romano Signs off on Ad Fraud

On this Media Roundtable: Industry Edition, we’re back for Part 2 of our attribution deep dive (Part 1 was –catch up here).

Oxford Road CEO Dan Granger is joined by fellow Oxford Road data wonks Giles Martin and Kyle Jelinek. Now audio attribution is almost nobody’s favorite topic, but if you care about you the money you’re stewarding, attribution is huge.

At Oxford Road, we live and die by the accuracy of the results we can drive for our clients. That’s why we’re breaking down attribution so everyone can make smarter money decisions on what’s working on what’s not.

Tune in for:

Next-Level Surveys – Simple meets smart with predictive text.
Time for Shade – The problems of porting Time-based analysis from TV to audio.
Pixels – What this purported holy grail can and can’t do (peek into the famed Jelinek method of handling un-pixeled shows)
MMM, That Sounds Good – The pros and cons of Media Mix Models

Listen up, and you’ll not only stop glazing over when someone starts talking attribution, you’ll have a few back-pocket questions to ask and nerd out with fellow attribution buffs. Check out the episode by clicking the link below (use promo code INFLUENCER2 ).

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The Classifieds

You’ve Just Been Phil’d In

This week we are showcasing two new agency performers, recently tested and already seeing great success. Our first amazing selection comes from Trival Media and is hosted by a familiar face from the world of YouTube. Philip DeFranco has been reporting on the news since the video platform’s early days and has amassed a staggering 6.4m followers. Available as a simulcast option, our recent booking did exceptionally well for a B2B client with a female skew Gen Z demo. DeFranco has always been a superb option for direct response agencies. His no-nonsense approach to the news, coupled with his bright, engaging personality, have made him an extremely brand-safe option for those inclined to test. While a younger demo is probably the best fit, DeFranco reaches a broader audience than you may think. Become a beautiful bastard today by clicking the link below.

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Roundup Recaps Now Readily Available

Unless you’ve been living under the heaviest of rocks, you’re aware that Conan O’Brien Needs a Friend is a powerhouse in the podcasting arena. While the current audio-only option is hard to beat when it comes to reach, the folks at Team Coco and Midroll are offering an amazing opportunity for anyone looking to expand into video. Newly available recaps from the podcast will now be available on the production’s YouTube channel, showcasing the big moments that often get disseminated across social media. Clients will get their logo on the TV in the studio, on the screen in the lower third, and a host read. This is a great option for those looking for higher reach or comedy options to test. If interested, please click the link below; we promise it’s not a clip of Mac & Me.

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This Week in Great Podcast Reads

We Hate Movies, But We Love Fast-Growing Trees

Say what you will about the love-to-hate subculture of film enthusiasts, but these days it’s got a dedicated following. But not everyone can pull off the trash talk with the same grace and light-hearted tone that the hosts of We Hate Movies can. What sustains a podcast like this is not simply the hosts’ abilities to dissect some of cinema’s biggest flops; it’s the personality they inject into their commentary.

Take the Fast Growing Trees ad read, for example; the host hits all of the copy points you’d want in a read, but what keeps us engaged (and why it works) are the personal details he throws in about his apartment and the pet-friendly plants he got from Fast Growing Trees. People are far more likely to take a recommendation from someone willing to give you a peek into some of their personal life, which is why finding a connection between brand and host is massively important when working in the influencer space.

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OXFORd In The News

Ad Fraud Coming to an Audio Channel Near You

Ad fraud is an issue that has been plaguing the digital advertising world for some time, and now it has extended to audio advertising. In a recent article, Marketing Brew’s Alyssa Meyers interviewed industry experts, including Oxford Road’s own VP of media Operations, Miranda Romano, to discuss the different tactics used by fraudsters to scam audio advertisers out of their money.

There’s Gold in Them Thar Tubes

Ad buyers are looking to capitalize on the growth of video podcasts, with many buying directly from publishers to get access to the best inventory. This has led to a mini-gold rush as buyers compete for limited podcast inventory, driving up prices for better podcast placement. Digiday’s Sara Guaglione interviewed top agency execs, including Oxford Road Founder and CEO Dan Granger, to share their thoughts on the trend and the opportunity it provides Podcast advertisers.

If you’ve read this far, thank you!

The Influencer is a production from the team at Oxford Road.
If you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.

Interested in seeing how we could help your business?
Contact us at influencer@oxfordroad.com!