The CAOs Convene Again-Here’s What You Missed; New Podcast Puts an Eye on AI; Tea-G-I-F Hosts Show How to Make an Endorsement

Calling all Chief Audio Officers–it’s time for another all-new episode of the Media Roundtable: Special Edition! Leading us once again is Oxford Road Founder and CEO Dan Granger. Joining him are fellow Oxford Road Experts Miranda Romano, James Ingrassia, Jennifer Laine, and Giles Martin.

Last week in New York, Oxford Road hosted the Chief Audio Officer Measurement Forum. There were so many good takeaways that we knew we needed to share our learnings with the wider CAO community.

We’re talking Verification, Brand Safety & Suitability, and a team favorite–Attribution. Let’s get in the weeds as we distill insights from 20 or so CAOs just like you.

“The old is evaporating very slowly, and the new is trying to find its footing, but nothing is quite where it’s going to land for a long period of time.”

– Dan Granger, Oxford Road Founder and CEO

• There’s a Dashboard for That – For Verification, we asked the CAOs, “What are your dream metrics?” and a lot of those measurements already exist–just maybe not in the most visible way. If, like many of our CAOs, you want impressions over time or audience overlap, you should be able to get that data. So, speak up! (Words to live by: “Closed analytical mouths don’t get fed.”) Getting the right pieces in place (tracking-wise) can help tease out potential cases of delivery fraud.
• Brand Safety Grows With You – Polling our CAOs, the companies that cared more about Brand Safety & Suitability were major brands, and the ones who prioritized performance above everything else were smaller brands. It makes sense that risk appetite and Market Cap are inversely correlated, since the more brand equity you have, the more you have to lose. The best advice for everyone in the room, regardless of size? Have a plan for a media crisis before your brand is in hot water. (And if you need help making a plan, we’d love to help).
• Attribution – It’s a wild time for Attribution! For a while, there’s been an arms race for pixels to solve everything, and increasingly it looks like pixels will not be our Attribution panacea. There’s news of Google hiding IPs in Chrome going forward, and Facebook and Google are pushing open-source AI market mix modeling tools instead. Likewise, for our CAOs, nobody relied exclusively on their pixels for Attribution, but data points like an auto-populating post-purchase survey are immensely powerful.

If you’re feeling the FOMO and wish you could have been a part of last week’s event, you can sign up to be a part of the next one HERE. For full discussions of these topics and a whole lot more, check out the full episode by clicking the link HERE.

The Classifieds

Don’t Take Your Eyes off the Prize

AI is a buzzy topic of discussion in the tech space, and advertisers are clamoring to find podcasts that debunk and define the topic thoroughly. Award-winning New York Times correspondent Craig Smith hosts Eye on AI, a booming independent offering from the Voics network. He spends each episode interviewing industry professionals to edify how AI is already impacting industries such as music production, medicine, tech, and data archiving. What sets the show apart from tech offerings that cover a variety of topics is its evaluation and investigation of some more nuanced and niche characteristics. These include the ethical implications, lack of diversity, and warning signs espoused in popular media. Any advertiser interested in impacting business leaders, tech insiders, and entrepreneurs will be a welcome addition to the B2B high performers already sponsoring at present. If this classified has been eye-opening, eye up the link below for more information.

Get The Deal

School is in Session

Heavily sought-after by advertisers, this chart-topping Business option has only recently started taking on sponsors. Erika Kullberg has been praised as a wunderkind in the world of finance and law, having taught her nearly 10 million followers the role of personal empowerment and money management in creating a balanced life. Kullberg is also a lawyer and is the founder of legal tech startup Plug and Law.

Each week Kullberg interviews those who have found success in their given field and traces their successes and failures for the benefit of her rapt audience. Though much of her personal philosophy is based on the tenets of business acumen, this is truly a great educational option for those looking to target an engaged female demo. Advertisers in the B2B and B2C segments are already seeing success on the show and clamorously rebooking at a high rate. The School of Hard Knocks is taking applications via the link below.

Get The Deal

#SaveTheLiveReads

TEA-G-I-E: Thank God It’s “EarnIn!”

Nobody wants to talk about needing extra money to make ends meet. While the team at the TEA-G-I-F podcast doesn’t need the services that our client EarnIn provides—thanks to their show hitting the top of the charts—the hosts show they still know how to make a personal connection with the brand.” instead of “Nobody wants to talk about needing extra money to make ends meet, and while the team at the TEA-G-I-F  podcast doesn’t need the services our client EarnIn provides since their show hit the top of the charts, the hosts display that they still know how to make a personal connection with the brand.

Each host discusses how beneficial EarnIn would have been during their college days when they were living paycheck to paycheck. This serves as an amazing example of how to establish a personal connection to a product or service that you may not currently use yourself. It’s no wonder the show is performing well for most advertisers we test, but this type of connection is only brought to light through proper host onboarding. If you are not working with your hosts to find connections like this – you should start now.

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