Media Roundtable Industry Edition Returns; Fiction Podcast–The Next Big Thing; Everything You Need to Know About Podcast Advertising and Then Some

This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling media nutrition labels, Twitter’s problems, and more.

Returning to host is Oxford Road’s founder and CEO Dan Granger, along with fellow Oxford Road experts Spencer Semonson, Stew Redwine, and Neal Lucey.

The show launches with the team discussing a recent article about Brand Safety featuring Dan Granger that requires a lot more unpacking than we can do this week – check back next week for a proper breakdown.

After that, the team discusses the following:

Maybe Wait and See – How brand-unsafe is advertising on Twitter right now?
Welcome to the Party – Nearly 2,000 new brands spent on podcasts in Q3–what’d they learn?
The Perfect Ad Length ⏳- Longer than you think… with a catch.
Going Global – The one check before advertising globally.

Short on time? A recap of each topic is shared below, but for industry insights, you won’t get anywhere else, hear the full episode by clicking the link below.

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The Classifieds

Get Fired Up About The Classified Below

Fiction is an undervalued yet thriving genre that continues a long tradition of audio storytelling. Though many entities fit within the said genre, a wide variety of options are available for advertisers to test.This particularly stirring mystery from Bloody Disgusting follows a forest fire watcher, sitting atop the Wyoming woods, intent on persevering through a recent bout of grief and writing his new book. Though our main character, Mike Archer, wants to believe in his sanity, the dark wilderness may have its own ideals. Season 2 is still underway and will continue this skin-crawling narrative to its shocking conclusion. The highest spenders in podcast advertising have been investing heavily in this genre and taking advantage of the longer ad lengths and custom segments available. Don’t raise a five-alarm fire about what to test next. Click below for more details.

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There’s Gold in Them Thar Hills

Realm is a hugely influential fiction network that boasts top-tier talent and a treasure trove of high-caliber podcasts for consideration. One of their newer offerings, Blood & Gold, is slated to run for sixteen episodes through January and contains an adapted story co-written by Hollywood showrunner Peter Murrieta. The story follows Mexican folk hero, and direct descendant Joaquin Murrieta, as he arrives in America during the California Gold Rush. Full of iron-fisted grit, irascible side characters, and all the makings of a classic Western, this first season works as both enlivening entertainment and historical truth. The show is seeing steady engagement in the US, UK, and Canada and is a perfect option for clients that perform well on book podcasts or those targeting a Hispanic consumer base. Saddle up with this posse by clicking the link below for more information.

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In Case You Missed It

Twitter Part 2

Since Elon has taken over, big-name advertisers are walking away from Twitter, including GM, Pfizer, United Airlines, and more. Moreover, the company’s chief compliance officer, chief privacy officer, and chief information officer all resigned. With the checkmarks now being up for grabs at just $8/mo, the company is facing a wave of celebrity and corporate impersonators on its platform. On the last roundtable, we had a spirited discussion about Twitter, and our recommendation for advertisers was to be cautious about advertising on Twitter in the near term. If you’re an advertiser, our recommendation remains unchanged; it’s probably best to sit out from Twitter for now.

2,000 New Brands on Podcast

The Podcast boom is not slowing down any time soon. According to a recent Magellan study, 1,878 new brands or products were advertised on Podcast in Q3, which is encouraging. For brands already on Podcast, they are increasing spending. The Live Entertainment category nearly doubled their spending in Podcast quarter over quarter, and categories like Fantasy Sports, Consumer Electronics, Investing, and Home Improvement also showed notable growth. The report suggests the channel is proving to be sustainable, too – 8 of the top 10 spenders in Q3 were also top spenders in Q2. If you’re looking for a sturdy media channel that’s going to continue to grow, Podcast is likely your best bet, but don’t count older mediums out just yet. Now is a great time to get a deal on things like radio, print, and other areas not getting the media buzz Podcast is getting, and you could benefit from aggressive pricing.

Podcast Advertising Universally Boosted Brand Metrics

Last week, AdAge released an article that shares how Podcast advertising amplifies consumers’ brand awareness and affinity while boosting consumer interest in making a purchase. While the panel suggests the headline could apply to nearly any advertising channel, Podcast seems poised to help drive brand metrics more than other performance channels. The article also notes that longer commercials work better, to which we say, “no shit.” Longer creative helps marketers make a more compelling case to buy, but it’s not indicative of Podcast’s ability to persuade; it’s more about Podcast’s ability to allow for longer content. However, our panel warns that just because you can go long in Podcast, you must, as Ogilvy said, “tell the truth, but make it interesting.”

Global Podcast Forecast

News about Podcast’s merits isn’t limited to the United States. Neal Lucey speaks on how the medium is shaping up globally based on a recent article from eMarketer. The biggest takeaway is that the majority of global podcast growth lays within areas that have a high adoption of either English or Spanish languages. If you’re looking to expand your efforts globally, Podcast may just be the way to get you there, but if you need a guide, we’re paving the way.

When It Comes to Fighting Hair Loss They Get It

It’s safe to say there’s not a whole lot Ashely and Lauren Laconetti won’t share on their podcast I Don’t Get It, especially if it’s for the benefit of their audience. After all, they hail from the world of reality tv—the Bachelor to be exact—where secrets are something you share with millions of people each week. This is just the kind of honesty that makes for great podcast hosts, not to mention the perfect voices for a brand. Along with reality tv producer friend Naz Perez they take on the still rarely-talked-about topic of hair loss with a new solution Nutrafol, a one hundred percent drug-free botanical supplement. If the opening line of the read is any indication of its efficacy listeners won’t have much to worry about for very long. Don’t let the name of this podcast fool you; these ladies know exactly what they’re doing when it comes to product endorsements.

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OXFORd In The News

Stew on Making the Most Out of Your Podcast Creative

Oxford Road’s own Stew Redwine joined the Join Up Dots business podcast last week to talk about creating the most effective advertising for your podcast campaign. Tune in to learn:

How to build trust in a product which then translates into a persuasive ad.
How to create an offer that encourages listeners to take action now.
A quick “History of Advertising 101” lesson from Professor Redwine.
Learn how to get out of the way and stop asking for permission from people who don’t need to give it.
Finally, the two break down the nine key Audiolytics™ components so you can write the most effective ads for your business.

If you’ve read this far, thank you!

The Influencer is a production from the team at Oxford Road.
If you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.

Interested in seeing how we could help your business?
Contact us at influencer@oxfordroad.com!