In This Week’s Influencer: Why You Need to Think Both Globally & Locally; The Truth About Moving Globally; Select Quote Shows Us How It’s Done.

Podcasting is global. Is your brand ready? On an all-new Media Roundtable: Special Edition, we’re recapping the highlights of Podcast Show London 2025 with notable attendees. This week’s episode is sponsored by our friends at ALLCITY Network.

For the next best thing to a front row seat, we’ve assembled an all-star panel of audio industry insiders to share their fresh insights.

Giles Martin (EVP, Strategy, Oxford Road) hosts:

⭐️ Jarrod Klawinsky – (Director, Digital Media, Oxford Road)

⭐️ Rosemary Scalabrino – (Director, Business Development, Oxford Road)

⭐️ Parastoo Hosseini – (International Audio Manager, Oxford Road)

⭐️ Steven Abraham – (President, International, Oxford Road)
These all-stars are talking: Collabs with Giants, Brand Moves, Being a Local and more. Let’s jump in.

“ We talk about global, but everybody’s really very, very, very local.” – Steven Abraham – (President, International, Oxford Road)

Mind the Front Door – The big players showed up–YouTube, Spotify, and yes, Apple. With YouTube as the gateway to the international market, there’s an open question of how to measure when DAI (Dynamic Ad Insertion) is much more common than simulcast for video. How will the big players allow for the kind of tracking that brands really need for confidence in their investments? On the positive side for brands, we see more publisher consideration of pixel tracking.

Think Local or Get Lost – Our experts saw two seemingly contradicting trends: First, there’s a push to move all of Europe forward, raising the industry with standardized measurement and performance tracking. Simultaneously, we need to stay local. Brands and media partners need to take the time to transcreate, not just translate. On the content side, the competition isn’t just among US creators; it involves many local ones as well, often overlooked by US companies entering the space. The same goes for brands that are advertising. Localization of ads isn’t just translating your US ad into multiple languages; success depends on deep contextual understanding.

Brands, Don’t Miss Out – The opportunity to be the first mover in a new market is huge, but it’s not likely going to last. Brands, if you can sell internationally and international podcasts aren’t already on your radar, it’s time to ask why. Take advantage of the hard localization and relationship-building work Oxford Road’s been doing to become a leader in this space.

For the insights you need to take your podcasting campaign global, check out the full episode below.

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The Classifieds

Blood, Sweat, and Some Tears

Network: Acast / Monthly Downloads: 108k

Dovetailing off Podcast Show London 2025, we’re highlighting Classifieds that showcase gems of the International podcast market. Our first comes from France and it’s primarily focused on MMA, UFC, boxing and other martial arts. Hosts Guillaume Duseaux and Rust are prominent figures in the world of French combat sports, bringing a well balanced perspective to this niche space. Every new event, fight, and trending news gets filtered through their coverage. Emerging fighters often appear on the show for exclusive interviews, giving credence to their opinions. This show is also a very brand safe opportunity, devoid of controversy or lack of civility, which can be hard to find among its American counterparts. Episodes publish 4-5x times a week, making it easy for advertisers’ messaging to reach their audience without contributing to an increased ad load. Don’t sweat the small stuff, simply click below for more info.

Get The Deal

Whodunnit? Not Her

Network: Auddy / Monthly Downloads: 40k / Current Civility Score: 99, HIGH

Our second Classified comes from the UK, a special relationship that just keeps on giving. Auddy has proven to be a top partner in recent years, and this prime opportunity comes straight from their roster of shows. Hosted by Caroline Crampton, a British writer and podcaster, each episode explores both well-known and underserved women of crime fiction, finally bridging a long fraught gap in literary history. With the recent trend of whodunnits (Knives Out, The Residence, The Thursday Murder Club) interest has been restored to the works of Agatha Christie, Dorothy L. Sayers, Dorothy Erskine Muir and many more. This has been a top performer for many US brands, mostly targeting bookworms, lifelong learners, and self-starting entrepreneurs. It’s also a very female skew opportunity that can replicate History and Education podcasts as well. There’s nothing cloak and dagger about this deal, just click below to sleuth for details.

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In Case You Missed It

The UK Audio Landscape, Part 1

By way of Sounds Profitable, the 2025 Ofcom report on UK audio listening shows streaming music services now rival traditional radio in weekly reach, especially among younger audiences. Podcasts continue to grow, reaching 22% of adults weekly, with Spotify leading as the top platform. Most UK podcast listeners prefer audio-only, but over one-third engage with video formats. For marketers, focused on the UK, there is great information in this report. If you want a deeper dive on podcasts specifically, check out this analysis from Adam Bowie.

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The UK Audio Landscape, Part 2

Edison Research and AdsWizz unveiled new data from The Infinite Dial UK 2025 at Podcast Show London 2025, highlighting key differences in audio and technology usage between the UK and U.S. One standout finding is that smart speaker ownership in the UK has surged to 45% of the population ages 16+, surpassing the U.S., which has plateaued at 35% since 2021. This shift signals growth opportunities for podcasting and audio platforms in the UK. The Edison Research UK 2025 Infinite Dial combined with the Ofcom research provides marketers with a thorough view of audio listening in the UK. Note: the full UK Infinite Dial 2025 Report will be presented via webinar May 29th.

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The International Publisher Cheat Sheet

Tom Webster and Bryan Barletta of Sounds Profitable, fresh from Podcast Show London 2025, shared a draft list of sales houses by country and region for podcast advertising, inviting submissions for inclusion by June 15th. This effort aims to help podcasters monetize globally. While the list of sales houses is designed for podcast creators, it’s also a valuable resource for advertisers. Sounds Profitable has compiled an excellent cheat sheet of ad sellers across international markets.

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#SaveTheLiveReads

Legendary Coverage from SelectQuote 

It’s a rare gift for hosts to be able to address matters of life and death with impactful clarity, personalization, and humor. That’s exactly what Scott Philbrook and Forrest Burgess have accomplished in their SelectQuote segment on Astonishing Legends. The podcast’s conversational format creates a natural entry point, engaging listeners with a compelling testimonial about navigating the journey of life insurance selection. As the mutual read develops, these hosts effortlessly transition into the advantages of choosing SelectQuote. Their ability to bring levity to a serious subject builds trust and highlights the brand’s commitment to real-life care and customer service. Together, Scott and Forrest effectively convey SelectQuote’s credibility, accessibility, and comprehensive coverage options, making the message both informative and persuasive. Though this segment runs longer than our typical #STLR features, its thoughtful delivery, elaborative substantiation and organic storytelling approach make it a standout example of a host-read ad that inspires genuine listener engagement and action. This one has all the bells and whistles and checks all of the boxes. Definitely worth a listen.

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Contact us for a Consultation 

Reach Diehard Sports Fans with ALLCITY Network

Sports fans don’t just follow their teams—they live them. ALLCITY Network delivers the most complete local sports media experience with daily podcasts, pregame/postgame shows, and community-driven coverage that fans can’t get anywhere else.

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Looking for a smarter way to advertise in sports? Email advertising@allcitynetwork.com to start the conversation.

Our new original series takes on the nearly impossible task of defining the word “podcast,” with insights from over 30 experts in the space space —including Ira Glass, Adam Carolla, Guy Raz, and more. It’s a must-listen for those with an interest in the past, present, and future state of podcasting. If you haven’t listened to our series yet, now’s the perfect time to check it out.