What Spotify’s Quiet IAB Departure Means for Your Ad Buys; Should Your Brand Start a Podcast?; Has Audacy Made Local Sports Easier for Marketers?

It’s a brand new episode of the Media Roundtable, and we’re tackling the biggest audio stories of the day: big podcast revenues, platforms too big to quit, and becoming a sports giant.

Back on the lead microphone, fresh from hosting Ad Infinitum, is Stew Redwine (VP, Creative Services, Oxford Road). Stew is joined by fellow Oxford Road experts James Ingrassia (EVP, Client Service, Oxford Road) and Neal Lucey (EVP, Strategy & Product, Oxford Road). Plus we have the world’s favorite Audio Futurologist, James Cridland (Podnews, Podcast Business Journal). We’re talking: Neil Young getting back together with Spotify, Spotify quiet-quitting the IAB, Audacy’s wide world of sports, and more. Let’s dig in.

“You can say you’re compliant, but if there’s no auditing, you’re judging your own homework.” – Neal Lucey (EVP, Strategy & Product, Oxford Road)

‘Young Man’ Takes a Look At His Boycott – Back in 2022, Neil Young boycotted Spotify to protest Joe Rogan’s vaccine misinformation. Now that Rogan is non-exclusive, the boycott makes a lot less sense, since Young’s music appears on multiple platforms where Rogan’s podcast is also found. The takeaways? 1. Hard to beat a tech giant. 2. Non-exclusive deals spread out risk for controversial hosts.

Decertified – Spotify quietly lets their IAB certification lapse. They say they’re still compliant, but without a third-party audit, who’s to say? Spotify’s in a position of being bigger than the IAB (which covers a lot more than just podcasts). The IAB has been critical in setting podcasting standards. Maybe it’s time for a separate podcast-focused industry organization.

The Next Joe Rogan? – Is comedian Theo Von the next Joe Rogan? A recent article in The Atlantic seems to think so, and our panel believes the podcaster who delves into existential themes with his unmistakable southern drawl and charming backwoods wit may have what it takes. But despite parallels with Rogan’s format, Von’s podcast, This Past Weekend, explores deeper spiritual and philosophical realms, pondering solitude, divine presence, and the allure of darkness.

For full breakdowns of these big moves and a whole lot more, hey hey, my my, catch the full episode by tuning into the links below.

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Listen Here: Spotify

Listen Here: Apple

The Classifieds

You’re Gonna Cry, Cry, Cry

Whether you’re Drake after the most recent Kendrick diss track, or just someone having a tough time, we all cry now and then. Enter Radhi Devlukia, your supportive friend through the good, the bad, and the ugly. Comfort is the key cornerstone for an engaged podcast audience, and Devlukia is aptly raw, open, and curious with the show guests and her audience. Devlukia is a plant-based chef, married to wellness juggernaut, and fellow Premiere podcaster, Jay Shetty.
Both showcase similar aspirational messages of hope and kinship while delving into the modern psyche. This is a great option for a variety of advertisers, but is probably best suited for those who perform well with self-improvement and mental health content. So, grab a Kleenex, hug your blankie, and get comfy with the link below for more details.

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Joseph’s Coat of Many Curiosities

All parents know that when you’re around the kids, you answer a non-stop stream of questions. And the variety and vastness of religion invites even more inquiry. Meet Theologian Kaitlyn Schiess, on her mission to answer kid questions on topics that are often hard to approach and not always open to wider interpretation. MoonBeam Media recently debuted the show, with episodes covering the origin of Adam and Eve, the fallibility of man, and the Holy Ghost. The show’s theme song, kid VOs, and light-hearted tone make for a bright and whimsical listening experience for children of all ages. Though many assume podcasts catering to children don’t also have an adult audience, most B2B clients who value brand safety have found immense success with listen-along podcasts like this one. It’s also a great resource for those looking for a positive edutainment option in general. Take your own leap of faith by clicking below.

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In Case You Missed It

Magellan AI’s Latest Benchmark Report

Magellan AI’s Q1 2024 benchmark report reveals a 39% year-on-year increase in ad spending, with 1,488 new brands entering the podcast advertising space. Thirty-second ad units comprise 42% of ads. Notable growth industries include Hair Care (+54%), Social Networking (+38%), and Baby Products (+32%). This type of growth in these industries underscores the expanding appeal of podcasts. However, despite the prevalence of 30s ads, there’s a decline in spend by brand advertisers, which seems contradictory. Ad load experienced minor increases overall. Keep a watchful eye on shorter podcasts; the report reveals True Crime podcasts under 15 minutes have an average ad load of 62%! Something’s fishy here—could those podcasts be cashing in on programmatic dollars?

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Does Your Brand Need a Podcast?

Branded podcasts continue to surge in popularity, with 26% projected ad revenue growth in 2023. Signal Hill Insights advises aligning brand goals with listener interests, providing tools like brand lift studies in their 2024 Benchmark Report for branded podcasts. When done well, branded podcasts can fuel audience engagement and brand affinity. That said, branded podcasts aren’t for everyone. They require significant time, creativity, and consistency to pull it off. Many brands are better off advertising on already established podcasts that align closely with their target audience. Our advice? Don’t just jump on the bandwagon because it’s a new trendy thing.

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Rewatch Podcasts are a Thing and Maybe Even Heaven for Some

The beloved cast of “7th Heaven” reunite for “Catching up with the Camdens,” featuring Beverley Mitchell, David Gallagher, and Mackenzie Rosman. Their new podcast features behind-the-scenes shenanigans, special guests, never-before-told anecdotes, and candid conversation, offering fans a nostalgic glimpse into the show’s magic and timeless theme of love and family, from this iconic family drama series. Re-watch podcasts have a solid place. They’re a potential way to tap into an audience longing for the glory days of traditional primetime TV. However, they can also be hit/miss in terms of popularity – AND – more importantly, performance. Some that have not panned out are the more pop-culture heavy shows like Saved by the Bell, 9021-OMG, The OC, etc.

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#SaveTheLiveReads

Dear Gabby Takes on Allergies with Claritin

“It saved my life!” That’s a one-of-a-kind recommendation for our #SavetheLiveReads history books. It comes from Gabby Bernstein’s Dear Gabby Podcast. Gabby’s raw and inspiring story about overcoming addiction and trauma is delivered with influence that few can achieve. Her substantiation for Claritin makes this testimonial even more trustworthy and desirable for parent company Bayer, because of her diligence in providing life-altering advice. Gabby takes her time with this ad read, emphasizing her problems with allergies, expressively demonstrating how Claritin has changed her life. Listeners can feel her sincerity and honesty. Gabby’s relentless pursuit of new ways to uplift her podcast community exhibits the kind of innovation that Oxford Road applauds.

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