Marketing Maharishis Reveal What’s Wrong With Your Audio Ads; Why You Should Be on YouTube Podcasts; How New Tech Will Shape Your Audio Strategy

Ad Infinitum, the world’s only podcast solely dedicated to audio ads is back with a very special Season 1 Finale. Presenting Episode 7 – “It’s All in the Execution.”

Host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes two Sound Strategists; Steve Keller, Sonic Strategy Director for SXM Media’s Studio Resonate, and Bjorn Thorleifsson, Head of Research & Insights at amp sound branding, to discuss the 9th and final Audiolytics™ Key Component: Execution. In short, does every word count?

“[Sonic strategy] is the blending of sound science with sound art in order to help us make sound decisions.” – Steve Keller, Sonic Strategy Director, SXM Media’s Studio Resonate

Join us as we try and feast on a combo of the best audio ads McDonald’s has to serve up. Are we “lovin’ it” or are these arches made of fools’ gold?

• Caveats about Disclaimers – When you have a lot of words that don’t need to count, how do you still make them count? Instead of breaking the ad and switching talent as McDonald’s does for their disclaimer, try delivering it in character or adding in an extra sonic element afterward. Make sure the last morsel of your ad doesn’t leave a bad taste in your mouth.
• That’s a Mouthful – How can you change up the quality of vocal delivery? In one spot that dives into the ASMR experience for Mickey D’s, there’s a missed opportunity to do an ad read while actually eating a burger. How can the way talent performs the copy be an extra part of the execution?
• The Secret Sauce ⌛️- Channeling back to our episode on Scarcity (listen now, it could go away any minute!) making an offering scarce, like the limited-time mambo sauce, makes it feel like an urgent event you need to take part in. How do they do it, and how can you take the knowledge to your brand? We have thoughts for you to chew on.

Plus a deep dive on how to show up sonically on a massive scale (and how strict you need to be with your sonic brand standards). Sounds good? Complete Season 1 of your Audio Ad Infinitum Masterclass by clicking below.

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The Classifieds

Progress, Not Perfection

Many of us start the year participating in the tried and true tradition of Dry January. Originally started in 2014 in the UK, it has proved to be a great reset for self improvement minded individuals. Madeline Forrest’s Happiest Sober Podcast is a celebration of yearlong sobriety and the many challenges and benefits of abstention. Madeline details her own journey, often detailing candid memories and expressing emotions that we often don’t hear folks share. Madeline also talks about sobriety’s benefits from all points of view, whether you’re just looking for a healthier way to live or perhaps struggle with addiction. The show has recently moved to True Native where it’s being sold for the first time. While the content may be worrisome for many advertisers, we surely recommend this opportunity for anyone trying to reach goal-oriented consumers looking to improve their health and lifestyle. Find your own bliss by clicking the link below.

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New Kids on the Block

Nicole Byer and Lauren Lapkus are back for another season of their rip-roaringly funny podcast Newcomers. Complete amateurs when it comes to nerdy pop culture, Byer and Lapkus decide to educate themselves, and we get to listen-in as they experience cultural touchstones together for the first time. So far, they’ve brought in guests to rewatch iconic franchises like; Marvel Universe, Star Wars, The Lord of the Rings, and Tyler Perry movies.
Now they’re watching every iteration of Batman, which is as entertainingly absurd as previous seasons. 14 total episodes will be released, and many DR advertisers have already jumped at the chance to be part of this consistently high performing opportunity. The show’s had hilarious guests like; Taran Killam, Paul F. Tompkins, and Karen Han. If you’re a newcomer to profitable performance, find more information at the link below.

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In Case You Missed It

Podcast Going Down The Tubes – In a Good Way

Radio Ink called out YouTube’s podcast dominance last year, and while their role in podcasting remains controversial, YouTube’s influence is expected to increase in 2024, driving more engagement to the medium. As the most used podcast platform, YouTube facilitates discovery and growth. YouTube’s recent “direct audio-only” episode ingestion simplifies the process of uploading content for podcasters, leveling the playing field. Challenges in monetization, performance tracking, and viewer preferences for video are noted. However, positive receptivity to podcast ads on YouTube remains strong, offering podcasters the opportunity to experiment with reaching a broader audience. Podcasts on “The Tube” aren’t going anywhere anytime soon. So if you’re sittin’ on the sideline waiting to test, chances are your competition is ahead of the game.

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A New Way to Make Your Ads Work Harder?

As reported by PodNews, Magellan AI, the podcast analytics platform, has partnered with Adelaide, leader in attention-based media quality measurement. Magellan AI integrates Adelaide’s AU metric, which predicts attention and impact into its podcast measurement suite. This collaboration aims to provide advertisers with show-level attention ratings by campaign, allowing insights into advertising effectiveness in podcasts. The addition of AU helps advertisers identify efficient sources of attention, supporting smarter media investment decisions. The AU ratings are normalized across channels, enabling advertisers to assess podcast advertising effectiveness relative to other media investments. From The Influencer’s perspective, while this is new ground, the prospect is promising. Combined with lessons learned from seasoned media buyers who know the podcast landscape like the backs of their calloused hands, leveraging new technology, as proposed in this article, could unlock untold efficiencies in your podcast campaign.

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How Technology is Changing Your Audio Strategy

Speaking of technology, AdAge says the future of Audio will be shaped by innovative technologies such as biometrics, AI, and wearables. In vehicles, advanced tech like facial recognition and voice controls will enable personalized content and targeted ads. AI will enhance human connections in audio, helping creators understand audiences better. Wearables will use biometrics to serve content matching moods. Next-gen audio measurement will focus on consumer attention and emotion. Brands will target niche listener groups with AI, meaning audio is predicted to be eight times more impactful than visual media. The opportunities presented are staggering, and while many of the predictions here may fall by the wayside, it’s important to test early and often. We recommend a 70-20-10 strategy where the majority of your budget is on the “tried and true”, a smaller amount on the “experimental” and just a little on “crazy shit”. The future looks bright, Influencers!

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#SaveTheLiveReads

There’s a Hole In One of Those Tommy Johns

As a performance marketer, there’s likely no better phrase to hear than; “I use it and you should too” (or something to that effect) in an ad. In Oxford’s Audiolytics™ creative framework, personal endorsement is a major part of the Substantiation component, and it makes all the difference when it comes to ad effectiveness. Seamlessly weaving your brand or product into a conversation about a host’s daily life is the ultimate display of trust. In a recent episode of Fore Play, the weekly podcast by common golfers, for common golfers, one of the hosts interjects what starts out as a fairly pedestrian read for the underwear brand (the most comfortable in the world), Tommy John, with a tale that was funny, charming and most importantly, authentic.
You can’t write this stuff! An endorsement for your brand like this one only comes from proper onboarding and taking good care of the talent, so they take pride in talking about what your brand means to them. If you want to hear what true comfort feels like, check out Tommy John, the best pair you’ll ever wear. But, if you want to know what comfort sounds like, listen to this week’s offering of why we fight to Save the Live Reads.

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