This Week’s Influencer: Unveiling Groundbreaking V-Cast Attribution; 3 Edison Hits To Review; Tinx Lathers On The Praise For Clarins, and more…

In This Week’s Ep: Our Industry-First Breakthrough on YouTube Podcast Attribution (CAO Summit Exclusive)

“To our knowledge, this is the first time YouTube podcast impressions have been specifically measured—and we’ve been able to put a number on what they contribute to a client’s business. – Giles Martin (EVP, Strategy & Insights, Oxford Road)

Proof You Can Take to the CFO: Using passive panel data, we tracked YouTube simulcast viewers and saw a statistically significant lift in site visitation. For the first time, brands can validate spend on YouTube podcast inventory with hard numbers.

No More Apples to Oranges: YouTube podcasts and audio-only just entered the same weight class. Let the budget reallocations begin!

The First Step Toward Standarization: This breakthrough gives the industry a foothold for building universal simulcsat measurement benchmarks, something advertisers have been asking for loudly.

Dive into all things measurement in the episode below, and make sure to read our white paper to learn about this breakthrough in YouTube attribution.

Download the report

The Classifieds

Millennial News Network Gets a Gen Z Addition

Network: The Daily Wire / Monthly Downloads: 150k

The Daily Wire is continuing to expand its roster by bringing on author, influencer, and podcast host Isabel Brown. Brown gained recognition as a Gen Z conservative figure with her 2021 book, Finding My Voice on an American College Campus, and has only continued to grow in popularity. Her background is firmly rooted in biomedical research, but her true passion is raising red flags around the American pharmaceutical industry, healthcare, parenthood and much more. Her original podcast was short-lived before getting scooped up, and is soon set to be re-launched in September under the Westwood One banner. Brown is a new mother centered in Washington, D.C., and aims to continue speaking up on the same topics and issues she has always championed. This new release is brand safe and civil in its content alignment, and aims to reach a high percentage of young mothers and video-watching Gen Z. Speak your truth at the link below for more details.

Get The Deal

Salt, Sugar, Acid, and Heat

Network: Big Little Media / Monthly Downloads: 25k

Audio can make you feel seen and heard, but did you know it can also summon your appetite? Whether you’re a foodie, chef, or simple lover of cuisine, this has always been true. Food critics and hosts Aliza Abarbanel and Matt Rodbard spend each episode interviewing food-centric celebs, visionaries, and iconoclasts about how food has shaped their lives. While they might start off talking about the minutiae that make a meal, conversations often broach cultural identities, formative experiences, and nostalgic predispositions that make their guests who they are today. The production creates a soothing, earnest listening experience that immediately calms and restores. This is a cultural podcast that often veers into literature, travel, and cultural mainstays, attracting an audience of young professionals with a preference for urban cities. This food podcast is going to sell like hotcakes, but don’t cry over spilled milk; we’ll save you a slice via the link below.

Get The Deal

In Case You Missed It

Podcast Fusion: Holy Grail or Hype Train?

Edison Research and Nielsen are teaming up to unveil Nielsen Podcast Fusion—a shiny, “first-of-its-kind” dataset promising to finally connect the dots between podcasts, TV, radio, digital, and social. In theory, it’s the holy grail of media planning: one place to plan, optimize, and compare it all. But if history has taught us anything, it’s that the quest for truly holistic measurement is littered with well-intentioned tools that fell short of their promises. With two of the biggest names in the game, this one has our attention—and a dash of skepticism. We’ll be watching closely to see if this is the bridge we’ve been waiting for… or just another scenic detour.

Read More

Calling All CAOs:  The Youth Are Listening

Our next offering may be a case in point to our previous article. While podcast continues to be a highly popular medium for 18 to 29-year-olds, Edison Research’s new Share of Ear report claims podcasts are now tied with AM/FM radio in this key demographic, making up 14% of daily listening time for the Millennial/Gen Z audience. If true, this is big news for two reasons: this key demographic is spending a decent chunk of their time engaging with podcasts, and it also proves that radio is still a popular medium, even for the younger generations. If you want to target these young potential clients, you now know two different platforms where you can find them.

Read More

Sip Your Tea: The British (Pod) Invasion is Here

Edison has been busy this week, both in the US and internationally. Their latest Podcast Consumer Report shows an increase in podcast listenership in the UK, with 51% of Brits confirming that they’ve listened to a podcast in the last month, and 33% of them having listened to podcasts in the past week. Listeners on the Isle have notoriously been a desired demographic for many advertisers, and this report confirms that there is an audience here for anyone who wants to take their campaigns across the Atlantic for their next test.

Read More

#SaveTheLiveReads

Tinx Has the Clarins Beauty Secret

Christina Najjar, best known as Tinx from her podcast It’s Me, Tinx, is one of audio’s biggest names. In this week’s #STLR review, she leaves listeners feeling like they’re hearing a beauty hack straight from their best friend. Tinx kicks things off by raving about Clarins’ new Double Serum, mixing in just enough science to make you believe in the efficacy without feeling like a lecture. Her excitement is contagious—she’s “slathering” it on her face, neck, and chest, sharing real-life results that make you want to grab a bottle immediately. The way she weaves personal testimony into the read makes it feel like a must-have essential, not just another basic product plug. And with that juicy discount and gift offer at the end, it’s the kind of pitch that makes listeners think, “okay bestie, I’m all in for Clarins”.

Listen Here

Contact us for a Consultation 

This week’s Influencer is sponsored by our friends at The Trade Desk. Click the image above to take your omnichannel campaigns to the next level.