Kraig Kitchin on Word of Mouth in the Digital Age; Makeup Tutorials With a Splash of Murder; Podcast Marketers Weigh In On Consolidation

This week marks the final Influencer of 2021. But before we sign off to spend time with our family and friends, we have a treat for our readers. Strategic Advisor for Oxford Road, and perhaps the all-around best guy you could ever meet, Kraig Kitchin (finally) lends his decades of knowledge to The Influencer this week. As someone who has worked directly with the greatest audio talents who have ever graced their voices to our collective ears, Kraig shares his thoughts on how the recent explosion of the podcast space is creating a new era for the best form of advertising ever, “word of mouth”. Kraig makes a case for anyone who’s not yet jumped into this now, not-so-emerging medium to do it now.

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The Classifieds

The Other Wild and Crazy Guys

It’s easy to say you want to be your best self, but isn’t it more fun to indulge in toxic behaviors now and again? On the new Audioboom podcast, host Lexi Hidalgo says absolutely not and provides bestie-level support to her OG listeners beginning their journey in gratitude, friendship, and wellness. Though she has been climbing the charts as of late, Lexi is the most modest and humble host imaginable, apt to speak directly to her audience as if she is sharing a secret in the comfort of much-needed safe space. Moments is an interesting blend of self-improvement, education, and health & fitness that is bound to do well for marketers seeking female millennials and young professionals. With 100% of the show’s current advertisers being Direct Response, it seems to be working, this show is wide open for testing, this is a plum chance to get in before all the good vibes sell out.

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True Crime Podcast Sees More Cuts Than Just in the Crease

Dark History host, and recent Streamy award winner, Bailey Sarian, has finally released her Youtube series in podcast format. Sarian’s Youtube channel brings together two highly popular trends: beauty and true crime. Instead of doing contour tutorials or PR unboxings, the highly skilled makeup artist sits down and does a full beat while revisiting the grim details of famous true crime cases. Audiences have historically loved seeing her highly technical skills on display as she details morbid tales of cannibalism, kidnappings, and cults. This is a chance to test a new show with a popular and high sell-out host. This new opportunity from Audioboom has already seen heavy testing in Q4 and 100% of their current advertisers are direct response which is always a good sign. If you have a female skew audience or want to delve into a new true crime opp, this is highly recommended. Click below for the glamorous and gory details.

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In Case You Missed It

New Survey Finds Podcast Listenership is Growing (Big Surprise)

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Decentraland is Your Land

Ads are now available to buy in the Metaverse! For a small price your agency can hold prime real estate in Decentraland’s most creative neighborhood, Voltaire, just a stone’s throw away from Sotheby’s and SuperRare. We found this on the Drum, but the advertising world is starting to embrace, even if tongue-in-cheek, the Metaverse. There may be some interesting opportunities here as things progress.

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Who To Trust?

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OXFORd In The News

Network Acquisitions Ruining Podcast?

Oxford Road’s founder and CEO Dan Granger was interviewed for a recent article on the Verge to talk about how the consolidation of the Podcast space is affecting the marketplace for performance marketers. The article shares multiple examples of how the influx of brand dollars, media consolidation, and a shift from “baked-in” reads to dynamically inserted ads is changing the Podcast landscape, with proponents on both sides of the performance/brand coin sharing their perspective for better or worse.

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This Week in Great Podcast Reads

Self-Help, Fewer Bills

So much of what makes a self-improvement podcast like Self-Helpless a top choice for many listeners is the host’s willingness to get candid about their own struggles. Funny women Delanie Fischer, Kelsey Cook, and Taylor Tomlinson are definitely not shy when it comes to tackling a wide range of topics aimed at helping people better themselves. We can now add personal finance to that list as you’ll hear in this recent ad read for Truebill. Their testimonial proves they too suffer from monthly subscription struggles. However, they’ll put you at ease by letting you know there is an app like Truebill to help you cancel the subscriptions you don’t need, want or just plain forgot about.

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