How To Write Podcast Ads That Sell - Part Two

By Stew Redwine · Editors: Bryan Barletta, Evo Terra

Last week we shared the first part of the article Oxford Road’s Creative Director, Stew Redwine wrote for, Sounds Profitable that put the Audiolytics™ framework into action by creating an ad for the weekly podcasting newsletter.

As a refresher, Audiolytics™ is Oxford Road’s proprietary system that ensures every piece of creative that we put into the market is structured to enrich the value of our client’s media schedules. The system audits ad copy based on the 9 main components, and 71 sub-components proven to influence human behavior, ensuring optimal response.

This week, Stew breaks down the first four main Audiolytics™ components; Setup, Value Prop, Positioning, and Demonstration.

Get out a notebook and a No. 2 pencil, click here to start the class. There will be a test next week.

The Classifieds

Improving Your Digital Life One Podcast at a Time

In an increasingly technological world, it’s essential to be mindful of technology’s impact on your life. The new Digital Citizen podcast from Fastmail teaches listeners how to be more responsible digital citizens to make the Internet a better place. In its first episode, which launched this week, behavioral scientist BJ Fogg discusses how to make positive changes by leveraging the power of tiny habits to create healthier relationships with technology and the people in your life. The show is already gaining momentum, so testing early may be the best way to secure placement for what is shaping up to be one of the most crowded Q4 podcast landscapes ever (keep reading).

Get The Deal

They Did a Bad, Bad Thing

Podcast One has teamed with writer/director Barbara Schroeder (Netflix’s “Evil Genius”) to produce and distribute another must-listen true-crime podcast: Bad, Bad Thing. This six-episode series tells the story of a loving wife, Jennair Gerardot, who spirals into darkness when she suspects that her husband of 24 years, Mark, is having an affair with his dynamic, younger and beautiful boss. Bad Bad Thing unravels the true story of what can happen when powerful emotions like desire, betrayal, and revenge take root in someone’s soul. Over the past couple of years, true crime has catapulted its way into many performance marketer’s bag of podcast tricks, and this one has all of the signs of a sure-fire hit. It would be a bad, bad thing if you didn’t explore.

Get The Deal

In Case You Missed It

Ad Growth Forecast for 2021 Almost Doubles

The marketing and communications network Dentsu, issued a revised ad spend forecast for 2021 this week, and it’s much better than its previous projection from January. The updated report predicts global advertising to grow by 10.4% this year to $634 billion while U.S. spending is expected to jump more than 13% to $240 billion. Back in January, the firm predicted a 5.8% jump globally and just 3.8% in the U.S. “The ad market is forecast to fully recover in 2021, exceeding pre-pandemic spend sooner than was previously forecast,” Denstu stated in its latest report. While the numbers are promising for networks and agencies, for marketers, it means inventory is going to be increasingly scarce as we move into Q4, making now the time to lock in key placements.

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Success in Streaming & Podcasting Defined

How do you define success in streaming & podcasting, and does it differ industry by industry? Oxford Road pixel attribution partners, Claritas co-authored an eBook with Audacy (formerly Entercom), which acts as a guide for planning, executing, and measuring the success of audio marketing campaigns for marketers. While the report offers a solid background of the methodology behind pixel-tracking and how to determine success, it’s important to note that pixel-tracking is not the “be-all-end-all”. At this point, not every podcast can be pixel-tracked, so reducing your campaign to only pixel-trackable shows can severely limit your potential scale. Lucky for you, Oxford Road has a solution that allows advertisers to obtain the granular information obtained through pixel-tracking while leaving the pool of potential podcasts to test, wide open. Email us to learn how we do it.

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Up in the Sky! It’s a Bird! It’s a Plane! It’s a Coca-Cola Ad! 

Imagine you’re sitting around a campfire and gazing into the night sky. Straight up there is the Big Dipper. Follow the lower two stars across the sky and find the Little Dipper. And just next to that is a digital space billboard for Coca-Cola. It sounds like science fiction, but if Elon Musk has his way (and he usually does), this could be a reality as soon as next year. Partnering with Canadian engineering firm Geometric Energy Corporation (GEC), SpaceX has confirmed that they plan to bring digital billboards into space via a series of connected mini-satellites (CubeSats) that will work together like pixels on a screen. Advertising cost will be determined by the market value of Dogecoin, which will be able to be converted to the rights used to control pixels on the CubeSats. In other SpaceX news, Musk’s plans for the DS-1 Orbital Battle Station have been put on hold due to a potential weakness discovered in the thermal exhaust port.

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