Writing Podcast Ads That Sell - Endgame; What Toyota’s Olympics Pivot Means For Your Q4 Strategy; Advertisers Fleeing Facebook

By Stew Redwine · Editors: Bryan Barletta, Evo Terra

You’ve made it!

This week, we conclude our series on how to write podcasts ads that sell. Combined with parts 1 & 2, these lessons provide the tools you need to compose advertising messaging that not only entertains, but also delights, and surprises listeners, they actually get people to buy your product.

We call this messaging framework, Audiolytics™, and Oxford Road has used it to help companies like LegalZoom, ZipRecruiter, Ring Video Doorbell, and countless others go from audio advertising dilettantes to legitimate household names.

In this final session, Oxford Road’s Creative Director, Stew Redwine breaks down the final five main Audiolytics™ components; Substantiation, Offer, Scarcity, Path, and Execution.

After reading the final section HERE, as promised, there is a test. We invite you to take a short quiz to not only prove your new understanding of the powerful Audiolytics™ framework but to get a free analysis of your current creative. Click HERE to prove your newfound Audiolytics™ prowess.

The Classifieds

Game! Blouses

Prince: The Official Podcast is the only official podcast dedicated to – you guessed it – The Purple One. Featuring explorations of Prince’s massive discography and new discoveries from his legendary vault of unreleased recordings, each podcast episode features unforgettable anecdotes and insights from his trusted collaborators. Brought to you by The Prince Estate, which passionately presents Prince’s life and work and aims to immerse fans, old and new, into Prince’s story. Now let’s get some pancakes.

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Hallelujah Church of Scranton

We know that podcasts about TV shows are huge performers for our clients, especially ones about NBC’s, The Office. Enter: The Michael Scott Podcast Company from iHeartRadio and Cloud10 which takes a deep dive into the show that everyone can’t get enough of. Hosts Sean Roney, Edwin Janes, and Alex Ward look at the moments, story arcs, and characters that make up the show’s 9-season run and pontificate on why it remains so popular after all these years. For new and old fans alike,  The Michael Scott Podcast Company punches back into the world of Dunder Mifflin, Scranton for another conference room meeting. Test this podcast before it’s as gone as Toby.

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In Case You Missed It

Toyota Says Sayōnara To The Olympics, But You Don’t Have To

The 2021 Olympic Games begin this week, but sentiment around this year’s event is mixed. Many athletes have tested positive for Covid-19, and daily cases of the virus in Japan have recently doubled. As a result, an overwhelming majority of Japanese citizens don’t want the games to happen. Consequently, advertisers like Toyota are now pulling their sponsorship of the games. While the automaker still plans on advertising in broadcasts outside of Japan, they will not be airing any Olympic-themed advertisements on Japanese television during the games. The situation highlights a double-edged sword as we move rapidly towards Q4. Due to the monumental resurgence in ad spend this year, inventory is expected to be tighter than ever, so there is an increased need to lock in core plans even earlier than normal, yet COVID resurgence is creating an uncertain future. The Influencer recommends trusting your network partners to be as flexible as they were last year should the worst-case scenario happen, while locking up everything you can now before the best opportunities are sold out.

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Stitched-Together Podcast Research

Last week, Stitcher provided their second-annual podcast listener report; their first since the pandemic. To sum up their findings, more people are listening, more shows are being launched, and time spent listening is increasing. The report shows how listener profiles have evolved, how celebrities have recently flooded the space, and how our work lives have changed listening habits. The report also dives into why listeners started, and continue to listen to podcasts. Must read.

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Marketers Starting to Feel iOS 14.5’s Impact 

The marketing world has collectively been holding its breath since the release of iOS 14.5 in anticipation of how Apple’s new privacy updates would affect their digital marketing efforts. Now, a month after its release, marketers are feeling the pinch, but chances are you already know. 75% of iPhone users who have downloaded the 14.5 update have opted out of allowing apps to track their behavior on their phones which according to an article from Bloomberg, is making a major impact. “Media buyers who run Facebook ad campaigns on behalf of clients said Facebook is no longer able to reliably see how many sales its clients are making, so it’s harder to figure out which Facebook ads are working.” As a result, marketers are pulling ads from Facebook and seeking new channels to drive their performance. As a primarily offline agency, we’re starting to see performance marketers shift their focus from their app-based efforts, and focusing on more traditional outlets like Radio, TV, and Podcast where tracking performance is actually improving despite Apple and Google’s efforts… for now.

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