CAOs Collaborate on All Things MEASUREMENT; “Recycle Bin” Gems; Amplifi Looks Back at “Audio in 2024”; Podcaster’s Endeavors to #SAVETHEFAMILYFARM

The Media Roundtable is back! This week we’re bringing you another favorite CAO Summit session, all about Measurement.

Giles Martin (EVP of Strategy & Insights, Oxford Road) takes the stageto share best practices on measurement with:

• Margaux Natiello, (Senior Manager, Partnerships, AG1)
• Brittany Clevenger, (Senior Director of Growth Marketing, BetterHelp)
• Rion Swartz, (VP, Brand Marketing, formerly with Constant Contact, Shutterstock, LegalZoom)
• Sidney Stephens, (Senior Marketing Manager, Offline, Tommy John)

The team is talking: Your Best Option, Triangulation, Constant Improvement, and more. Let’s jump in.

“I am trying constantly to look for any indication that something is working.” – Brittany Clevenger, (Senior Director of Growth Marketing, BetterHelp)

Find your Best Fit – There’s not a single best approach that works for everyone, but there might still be a ‘best fit’ for you. If you have a robust pre-checkout survey like BetterHelp, slipping in a HDYHAU question works wonders. Plus, consider your offer. A tip from Margaux: if you switch up your offer frequently you’re better off with mass-generated promo codes and pixels than manually updating landing pages.

Triangulation – Springboarding off the ‘no-best option,’ our CAOs don’t rely on a single source of truth either. They integrate at least three approaches together! When they all line up directionally, you gain confidence that you’re seeing things more clearly. When they don’t line up, you know you have some extra analysis to tackle.

Never Stop – Most CAOs would agree: Whatever Brittany and BetterHelp are doing is clearly working. They’re continuously evolving their measurement program – they just started using pixels this year. Measurement doesn’t have a one time solution. It’s a constant journey of improvement. The closer you get to the truth, the more you can scale with confidence.

For more measurement insights from our all-star CAOs, tune into the full episode below.

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The Classifieds

Putting Down Some Roots

Network: QCode Media / Monthly Downloads: 265k

This week we have two new opportunities before the end of Q4 arrives. Eamon and Bec may be newbies to podcasting, but they’ve enjoyed remarkable success as YouTubers (1.3m followers) and entrepreneurs, having founded their Habit tea business. Their newest venture has them “getting to the root of what it means to be a human being”, interviewing guests and conversing on a myriad of personal topics. The hosts are most interested in discussing parenting, influencer culture, self-care, and mental health. This opportunity is well-suited for US based companies, and it’s even better for campaigns targeting Canada, since the hosts live in Toronto. For clients looking for a strong female demo of self-improvement minded individuals, this is a solid testing option. No need to uproot yourself to find a good deal, simply click the link below for more info.

Get The Deal

Reduce, Reuse, Recycle

Network: Audioboom / Monthly Downloads: 10k

Tech is a very strong category for DR clients, but finding options can be difficult this time of year. Have no fear, the YouTube channel Front Page Tech has launched an amazing podcast called Recycle Bin. Hosted by channel writer Brian Shoop and director Jon Prosser, the weekly sit-down show has them discussing new and exciting topics within the tech hemisphere. Whether they’re bantering about the newest Apple update, the rollout of a failed start-up, or the development of a wonky app, they remain open-minded, engaging, and thoughtful in their approach. While their YouTube channel is straight to camera with educational commentary, this podcast proves to be an open dialogue with their fans. Many advertisers are already finding success testing them during Q4, and we believe others are readily placing their annual orders. This isn’t trash, it’s treasure, and you can get in on the goods too by exploring the link below.

Get The Deal

In Case You Missed It

Steven Goldstein Breaks Down Audio in 2024

Steven Goldstein, Founder & CEO of Amplifi Media, states in his blog that for the audio industry, 2024 has been a year of transformation, marked by innovation and challenges. Podcasting experienced a cultural breakthrough, with the 2024 political cycle dubbed ‘The Podcast Election’ due to its influence. Platforms like YouTube gained dominance while Spotify intensified its focus on video podcasts. Legacy radio faced financial struggles. Public Radio and SiriusXM adapted, exploring subscriptions and new formats. AI-driven tools and audiobooks emerged as areas of growth. Despite hurdles, the sector showcased resilience and evolution, paving the way for further reinvention in 2025. CAOs, if you want a rundown of the big developments in audio circa 2024, start here. Goldstein does a great job breaking down key trends.

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New York Magazine’s Must Read on the Rise of Video in Podcasting

Podcasting has transformed from an audio-centric medium to a video-driven industry, with YouTube becoming the top platform for podcast consumption, especially among Gen Z. This shift, fueled by TikTok’s influence and the rise of short-video formats like YouTube Shorts, has made podcasts more visual and viral. Highlights and clips have become powerful tools for marketing and audience growth, driving listeners from social media to platforms like YouTube. However, as podcasters increasingly rely on centralized platforms like YouTube and Spotify, they risk losing the independence that once defined their medium, thus becoming more like influencers, subject to platform algorithms and policies. Read this article for an interesting perspective on the growth of video in podcasting.

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In-car Audio Goes Mobile

Edison Research highlights the growing trend of in-car listening on mobile phones. Since 2014, the share of in-car audio listeners using mobile devices has nearly doubled, reaching 29% of Americans aged 13+. Streaming music dominates in-car phone audio, accounting for 53% of listening time, followed by podcasts (17%), owned music (14%), and YouTube (9%). Audiobooks make up 4%, while SiriusXM and AM/FM streams are minimal. CAOs, audio is increasingly mobile. According to Edison Research’s Share of Ear study, mobile devices are now the top platform for audio consumption, with their share growing significantly in-car. If Oxford Road’s The Bonfire of Vanity URLs white paper didn’t already convince marketers to move away from vanity URLs, the rise of on-the-go audio consumption should.

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#SaveTheLiveReads

Saving The Family Farm

Human Events Daily, with host Jack Posobiec, is a podcast that covers a wide range of current events focusing on political and cultural issues, including the topic of saving American Farms. Thus, we targeted the show as a Q4 test for our advertiser Moink, whose main mission is to save the family farm. While the performance data is yet to be fully revealed (this show dropped last week), based on this first read, we’re expecting a major win for the family farm. Jack does an amazing job in his set up of Moink’s core mission, explaining how he’s aligned, while giving his listeners a way to join the united movement. This pairing is a testament to Oxford Road‘s Media and Account teams working together to find influencers who are completely aligned with the advertiser’s values and goals. If you’d like to see what this kind of synergy can do for your podcast campaign, let’s chat! It’s easy, just email us HERE.

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