Economic Uncertainty Not All Doom and Gloom; Leslie Jones and Parents of 7 Launch New Podcast (Not Together); Cannabis Ads to Hit US Airwaves?

Kids are returning to school, and OOO email replies are hitting inboxes as employees take last-minute vacations. Still, as summer winds down and things get back to normal, general economic uncertainty looms over us like The Mothership from Independence Day.

While the debate on whether or not we’re officially in a recession continues, things are changing. A recent report from eMarketer said, “an ad industry downturn isn’t just coming—it’s here.” But before you get too down in the dumps, things aren’t as bad as they seem.

In a recent report, Insider Radio sheds a little positive light on the state of media. According to the report, total advertising spending will remain in growth mode through 2026, and the rates are merely “returning to normal from inflated pandemic-era highs.”

Despite the predicted growth, the report shares that the downturn is still negatively affecting areas of the ad industry.

• Consumers are reducing their spending in specific categories
• 20% of advertisers have cut their budgets (Automakers spent 23% less on advertising in June)
• The advertising industry cut 2,400 jobs in May
• Advertisers are running away from connected TV due to high costs and concerns about impression accuracy

Now is the time to reassess your strategy and focus on media channels that can produce trackable results. For more tips on how to futureproof your brand, keep reading to hear professor Mark Ritson’s take on what you need to do.

Also, in this week’s edition, we have two very different podcast opportunities for your consideration, more top stories from the marketing world you may have missed and a fantastic aircheck from the hosts of Bad on Paper.

Enjoy the rest of the summer; the last half of this year will be wild.

The Classifieds

All the Shenanigans, Buffoonery, and Hijinks You Could Ask For

SNL alum Leslie Jones and comedian Lenny Marcus are teaming up with Midroll to sieve through tales of human error and give their unfiltered opinions, no matter how outrageous they may be. The show balances Jones’ brand of broad, straightforward humor and Marcus’ observational wit. The show is part of a more significant podcast trend that includes internet-curated stories, often centered around outrageous, unique, and unbelievably true events. The first episode debuts on August 11th and will include interviews with special guests, segments of the week, and listener-submitted questions. Similar podcasts have done exceptionally well for advertisers targeting a millennial audience who love both traditional and online niche comedy. Join these comedic visionaries by clicking below for more information.

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Cheaper by the Half Dozen +1

New from the FamilyMade Network and brought to us by Moonbeam Media, The Miller Family is expanding its reach into the podcast space. The family of nine found community and support through their parenthood-focused Youtube channel and have slowly amassed a fan base of 750k followers interested in diversity, adoption, and religion. The newly premiered podcast has already covered a whole host of topics, including teen pregnancy, divorce, traveling with a large family, trauma, and more. This very special opportunity is best suited for clients who already perform well on podcasts centered around kids, family, and education, with an audience skewed towards mothers of young children. It may take a village to raise a child, but it only takes a click on the link below for more details.

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In Case You Missed It

Futureproof Your Brand

Staying profitable in this economic climate is more critical than ever. In Kantar’s most recent podcast, they interview Marketing professor Mark Ritson to discuss the most pertinent questions of the modern marketer, including:

• How an obsessive focus on ROI will lose money
• What, exactly, is brand equity?
• How smart companies should react during the recession
• How can you best manage a price war?
• Why is holding two contradictory ideas in your head beneficial for your business?
• How vibrant brands can stay on top of their game

Whether or not you agree with him, this 37-minute episode is an invaluable use of your precious time.

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Why You Will Fail In A Cookieless World

Okay, the title we gave this one is a bit hyperbolic, but the truth is if you’re not currently testing new attribution approaches, you’re behind. Despite companies delaying the ultimate demise of the cookie, as we mentioned last week, it’s inevitable, and it seems the government is about to get involved with further privacy laws that will compound the challenge. The good news is that these changes are still at least a year away, making now the time to test alternatives. Marketers are exploring several options now while they have the safety net of current attribution methods firmly in place. If you’re looking for a solution, Oxford Road is in the process of developing a best-in-class option for our advertisers – email us to learn more.

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The Bar for Advertising May Get A Lot Higher

United States Radio and TV stations may soon be able to run cannabis advertising on their airwaves. This is the first time The Influencer has shared an article from the cannabis-centric website Leafly, but they have the strongest coverage of the story. The bottom line is that a bill has been filed in the US Senate which would allow cannabis companies to advertise on Radio and TV without the fear of federal penalties. With some restrictions on local laws and regulations, if this bill passes, it would open up a much-needed revenue stream for local broadcast stations. Moreover, if cannabis ads are allowed on FFC-governed platforms, the trend may very well make its way to channels free of FCC governance like podcasts and streaming. While these platforms are technically free of FCC regulation, most networks adhere to standards loosely aligned with the FCC and, therefore, will not air ads for cannabis companies; even CDB is questionable to many. So to the future weedtrepreneurs out there, marketing your business may get a lot easier and safe soon. For the general public, we will likely see a lot more of Snoop Dogg on Radio and TV (as if his current endorsements aren’t already flooding the airwaves).

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This Week in Great Podcast Reads

Bad on Paper, Good with Bills

You want to start seeing the world again, but now it’s a question of affordability. Olivia Muenter is here to tell you you can do it, without wreaking havoc on your bank account. Using a little creative savings, with her secret weapon Truebill, Olivia’s been able to travel this year completely on her own dime. She and co-host Becca Freeman fill you in on how it’s done in their recent read for Truebill, the app that helps you identify and stop paying for unwanted subscriptions. And these savvy savers have got tons more to offer than financial advice. We suggest giving their podcast, Bad on Paper, some consideration if you’re looking for hosts with a wide range of experience in different areas to back your brand.

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