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If your phone is full of podcast episodes you’ve never actually played, you know a download isn’t the same as an impression. So how can marketers figure out who’s really tuning in, and who’s tuning out? This week’s Media Roundtable discussion has you covered. Dan Granger (CEO & Founder, Oxford Road) and Giles Martin (EVP, Strategy, Oxford Road) welcome Dan Misener (co-founder, Bumper) to talk about the Bumper Score, a major new step toward shrinking the gap between a podcast’s reported listenership and its actual audience. It’s no secret we’re big advocates for better podcast measurement (check out today’s Forbes story, written by Frank Racioppi, about our work on the AMP Accords). The Bumper Score, like AMP, is aimed at helping the industry unlock its next billions through better data. Join our panel of experts as they discuss how better information can not only lead to better measurement, but can also help prevent billions of dollars from being left on the sidelines. “There is a gigantic gap between what buyers are paying for and what sellers are actually delivering.” – Dan Misener (co-founder, Bumper) Minding the Gap – We measure downloads, views, and plays, which collectively adds up to what one panelist describes as “a mixed bag of garbage.” But what we actually care about is ad delivery. And as of now, the gap between what’s being measured and what’s being delivered can be huge. The big-picture takeaway? Bad decisions based on faulty metrics can create even worse decisions (which helps explain why a billion dollars’ worth of investment is being held back from the market, according to our count). TL;DR: When brands don’t trust what they’re buying, they buy less. Keeping Score – Bumper has found a way to shrink the frustrating measurement gap. The company looks at episode delivery data and compares it to actual playback data from first-party sources. That intel is used to create the Bumper Score, a ranking that determines how effectively a program reaches a real audience when compared against other shows. Bumper Scores range from 0 (Bad) to 200 (Great), with 100 as an average. Building A Better Yardstick – In practice, the Bumper Score can level the playing field between podcasters with quality audiences (but smaller traffic) and creators with big topline numbers (but weaker audiences). Much like our own ORBIT reports, the Bumper Score helps brands evaluate shows using metrics that actually matter, and allows them to decide if the true CPM is worth the effort (and the spend). For more details on Bumper, and further insight into how the industry is coming together to fight for better measurement, check out the full episode of Media Roundtable below. The Classifieds Caleb Hearon Makes Every Episode an Event Wave Sports / Monthly Downloads: 465k Mr. Roy G. Biv is back for the first official week of Pride Month, and he’s brought two top-notch classifieds for you to consider. Our first is hosted by stand-up comedian and actor Caleb Hearon, who used his experiences as a Missouri middle school teacher to create one-of-a-kind sketches and characters that found him a huge following online. Though he’s become a big-time star in recent years, with major roles in both TV (Overcompensating) and film (The Devil Wears Prada 2), Hearon hasn’t lost his deep connection to his fans, who tune in to So True with Caleb Hearon for NSFW conversations with high-profile guests. Every conversation feels like an event rather than a promotional-tour stop. And blue-chip and DR brands alike are taking notice of Hearon’s hilarious, heartfelt interview style. If you want the truth, the whole truth, and nothing but the truth, click below for more details. Get The Deal Pride With Purpose and Community Network: Studio71 / Monthly Downloads: 57k Like so many of us, Texas-born lesbian comic Mal Glowenke is a work in progress. Each week on Made It Out, she sits down with a member of the LGBTQIA+ community to talk about their tender beginnings, their journeys with self-discovery, and the moments that shaped their lives. Though Made It Out features no shortage of heartbreak and humor, the show also focuses on self-improvement and community building. Even when the topic is rooted in a sense of grief or loss, Glowenke imbues every conversation with positivity and support. Made It Out’s largely female audience is interested in mental health, continuing education, the arts, and travel, all of which makes the show a desirable prospect for a variety of brands. Demonstrate your pride in podcasting by clicking below for more information. Get The Deal In Case You Missed It Is the Download Past Its Prime? Steve Goldstein of Amplifi Media led a London Podcast Show panel on whether downloads remain a viable core metric. While downloads standardized the industry, Goldstein notes, they often fail to capture true engagement or listener intent. And while the download helped podcasting grow, the medium has evolved faster than the metric. What the industry needs first, Goldstein argues, is more consistency in how audience delivery is measured across platforms, formats, and listening environments. That’s why the Alliance for Measurement in Podcasting (AMP) matters. Podcasting will never have perfect measurement, especially as audio, video, RSS, YouTube, Spotify, and social clips all blur together. But without clearer standards, marketers are left wondering what they’re actually getting from their investments. Read More Radio Measurement Is Getting an Overhaul Nielsen is planning changes to its diary-based radio ratings service in response to declining survey participation, rising costs, and changing consumer habits. The proposed hybrid methodology would add a lower-burden digital survey, use outside research panels for some respondents, and apply modeling to estimate full-week listening patterns. Radio measurement isn’t perfect, but the industry has a consistent framework, using Portable People Meters in the largest markets and diary surveys in the rest. Nielsen’s latest changes demonstrate the importance of measurement evolving in step with consumer behavior, even in legacy channels. The move also reinforces the need for shared measurement within podcasting. Read More  Spotify Knows You Better Than Your Therapist Does Spotify’s global head of ad product, Katie English, discusses how the platform uses data from Spotify Wrapped and other personalized listening insights to create standardized, buyable audience segments for advertisers. Spotify Wrapped is one of the best marketing initiatives in digital media, and while it’s unclear whether Wrapped-based audience segments can become a meaningful buying tool, the company is clearly interested in finding a way to turn a beloved consumer experience into an advertising product. As any music fan can tell you, listening habits are deeply tied to identity, mood, and personal taste. Those kinds of deep connections can be useful for media buying if packaged in a way advertisers can use. Read More #SaveTheLiveReads These Fangirls Are Serious About Their Health Sisters Lexi and Nicole of Fantasy Fangirls bring genuine enthusiasm to this week’s live read for Function Health. The hosts have a doctor in the family, so they know what they’re talking about, and their delivery is peppy but sincere, leaving them plenty of room to breathe between the details. And the specifics land because Function is personal to each user, not a one-size-fits-all panel of tests. The two hosts may obsess over worlds of fantasy, but they’re serious about their real-world health. Brands should take note: This is what authentic advocacy actually sounds like. Listen Here Contact us for a Consultation  OXFORd In The News The AMP Accords Go Viral Last week, The Hollywood Reporter broke the news on AMP (Alliance for Measurement in Podcasting), a coalition of 12 industry players working toward a shared podcast definition and new frameworks for ad measurement. We told you about it here first, and the story quickly rippled across Barrett Media, Podnews, Podcast Business Journal, Sounds Profitable, Podcast News Daily, Podcasting Today, TV News Check, and Roastbrief. All of those mentions land on the same point: Without common measurements and definitions, budgets get orphaned, and a billion dollars in ad spend stays on the sideline. Learn more about the AMP Accords HERE. 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky  

For the past year, some of the biggest names in podcasting have been working on a top-secret mission, one that could define the future of this multi-billion-dollar industry. Together, they debated three crucial questions: What’s a podcast? What’s an impression? Did the ad work? Now, after months of closed-door meetings and discussions, Dan Granger (CEO & Founder, Oxford Road) and long-time strategy consigliere Giles Martin (EVP, Strategy, Oxford Road) are excited to unveil AMP, the Alliance for Measurement in Podcasting. The unprecedented effort, which features a cross-section of industry leaders, aims to answer podcasting’s big three questions and, in doing so, create a new blueprint for creators, advertisers, and platforms. “We know that the lack of consistency in what we’re talking about, and in the things we’re measuring, is costing everyone money.” – Dan Granger (CEO & Founder, Oxford Road) Learn More about AMP here But, Seriously…What’s a Podcast? – It’s a question that, admittedly, we’re just slightly obsessed with (for proof, check out our award-winning “What’s a Podcast?” series here). But it’s an issue that impacts everyone in the ecosystem. The lack of a standard podcast definition has caused confusion and chaos. So much so that, by our math, the industry’s leaving a billion dollars on the table. AMP is the industry’s chance to unify and standardize, and an attempt to lift all boats. The Best Brains in the Biz – In AMP’s meetings, we had voices from top podcast advertisers, platforms, and creators. They all recognize that the status quo isn’t working, and that the industry needs new and unified audio/video podcast definitions, exposure metrics, and ROI metrics. Did these smart, experienced, and very opinionated parties all land on the same answers? Of course not! But even if these diverse thinkers didn’t love every single aspect of the AMP Accords, they agreed to help put these changes in motion, for the betterment of the industry. The point is: We’ll work to make it work, together. What’s Next for AMP – Now that the secret’s out on the biggest cross-collaboration measurement effort in podcasting, what’s next? In June, we’ll share some of the task force’s findings and market guidance. Then, at our CAO Summit in July, we’ll share the full AMP Accords. From there, it’ll be up to the industry. If you also hope for a Podcasting landscape that’s better for creators, publishers, brands, and everyone else in the industry, stay up to date with the AMP Accords here. For more insights on one of the (previously) best-kept secrets in the industry, check out the full episode below. The Classifieds This is One Fesspool You Will Want To Dive Into Network: Your Mom’s House Studios / Monthly Downloads: 50k As literary genius Mark Twain once said, “Truth is stranger than fiction,” which perfectly summarizes the common consensus of the internet, and our first offering. Since premiering in early August, Arasha Lalani’s new podcast, Fesspool, capitalizes on our shared curiosity and constant FOMO. Each episode includes a talented guest, a colorful set, positive vibes, and jaw-dropping call-in confessions. Arasha already honed a vibrant, deeply sardonic persona as a contributor on Smosh and its popular segment Smosh Pit. In this less improv-based opportunity, she dives in with her guests, getting personal and profound while retaining her signature off-the-wall sense of humor. This is a great podcast to test into as it’s taking off, and is highly recommended for advertisers who find success on Gen Z comedy offerings from contributors to Smosh, Dropout TV, Second Try, Mythical, and Gumball productions. Your secrets might not be safe, but your testing dollars are if you click the link below. Get The Deal These Comedic Legends Are Bringing Down the House Network: Khan Artist Media / Monthly Downloads: 140k While Kevin Smith has many notable and familiar quotes, very few of them are fit to print in an industry newsletter. Luckily, he and Jason Mewes (Clerks I-III, Mallrats, Dogma, etc) finally have an appropriate space for those quotes, and so much more, in their new podcast. Premiering June 10th, the video-heavy simulcast promises to include behind-the-scenes anecdotes, updates on their current work, and long-form storytelling that has become synonymous with Smith’s audio offerings as of late. Longtime fans will also undoubtedly tune in to bask in the nostalgia and hear from one of their favorite creators on his recent exploits. Advertisers seeking an older male audience interested in TV & Film are a top priority to test in this fresh new opportunity.  If you’re standing outside a convenience store, open the door and come on through to the link below for more details. Get The Deal In Case You Missed It Same Show + Different Measurement Standards = Chaos and Confusion Amazon used its Upfront pitch to position podcasts as more than an audio extension, with shows like its Oprah Winfrey partnership competing for broader entertainment and TV budgets. The more important point came from Amazon’s Head of Ad Revenue, Angie More, who acknowledged that measurement remains a major challenge, especially when audiences consume the same content across platforms that Amazon does not fully control. The article argues that video podcasts, creator shows, and hybrid media properties are being sold across podcast, CTV, and creator budgets, even though each channel uses different definitions of audience, delivery, and value. The author identifies the right problem but then argues it’s a buyer problem. Different buyers will always value the same property differently. The real problem is that the underlying unit is not consistent. A podcast download, a TV impression, and a YouTube/creator video view are often treated like comparable media exposures, but they are not the same. CPM only works as a common currency if everyone agrees on what the impression actually represents. Read More Brazil is Sitting on a Podcast Gold Mine & Marketers Have No Idea Brazil’s digital advertising market reached R$42.7 billion, roughly $8.68 billion in US dollars, in 2025. That is about the size of the U.S. digital audio market alone. Despite Brazil’s strong audio performance, digital audio remains a small part of the country’s ad mix: the IAB Brazil report does not break out audio as a separate category, while CENP Meios shows digital audio at just 0.3% of spending among major agencies. The article argues that the gap is not caused by consumer demand but by historical barriers related to fragmentation, measurement, and radio’s legacy buying structure. Brazil is a highly developed market for audio listenership; every major data point in the article supports that. Yet the audio ad market remains underdeveloped, particularly in podcasting. If audio inventory becomes more accessible, measurable, and easier to buy, international media budgets should follow. Read More Content Creators Open YouTube’s Black Box The Roost, the video-first podcast network behind creators like Theo Von and Trisha Paytas, has partnered with Magellan AI to bring attribution and verification tools to its advertiser campaigns across both audio and video. Advertisers will now have access to delivery verification, reach measurement, and lift reporting across The Roost’s creator network. As podcasting becomes more video-led, YouTube remains largely a black box. This partnership is interesting because it gives advertisers a better view into audio and video podcast delivery, even if only within one publisher network for now. That is a small but important move toward making creator-led podcast buys more accountable. Read More #SaveTheLiveReads Investigator Slater Cracks the “Sad Underwear Drawer” Case Investigator Slater has all the facts lined up in this recent live read for MeUndies. She opens with the summer wardrobe audit, and I feel  personally called out; like yes, I too have underwear in my drawer from before the pandemic with absolutely no business still being there, waistbands all warped and sad, and the fact that she just said that out loud so casually is exactly why this ad works so well. She’s not a host reading copy; she’s a friend venting about her underwear drawer. Her tone is carefree yet intentional, addressing a more private topic while still showcasing the brand in a fun way.  It’s short and sweet, yet effective, and not coming from an overly pushy salesperson just looking for their next commission. What really seals the deal, though, is the drawer glow-up moment, going from a chaotic grab bag of miserable old pairs to something she actually doesn’t mind opening anymore. Case closed, culprit caught, MeUndies for the win. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky  

The Creator Economy is a $250B industry powerhouse. So, how do you keep the creators at the heart of it from being exploited? Find out below. There is no creator economy without creators and no podcast advertising without podcasters. So, brands have a vested interest in making sure the economy is run responsibly and sustainably. On this week’s episode of Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) hosts Emmy-nominated digital culture expert Shira Lazar (Founder, What’s Trending and Creators 4 Mental Health), who is at the heart of the effort to help creators. Join us as Shira and Dan talk: Fair Labor, Mental Health, and The Creator Bill of Rights. “In the trenches of [the Creator Economy], there’s a lack of infrastructure and support, and that is wild to me considering the maturation of this industry and how quickly it’s evolving.” – Shira Lazar (Founder, What’s Trending and Creators 4 Mental Health) Labor is Labor –  Brands want to work with creators. Creators want to work with brands. Yet some deals go nowhere. Shira recommends a two-step approach to avoid Project Purgatory. First, agree on a budget and get a contract. Basic, but necessary. Then do ideation. No one benefits when creators do creative labor on spec. It doesn’t allow creators to develop relationships with brands and it’s too easy for brands to walk away. If you don’t want them for a full engagement yet, hire them as a consultant. You’ll get high-level thoughts you can use, and you can end it quickly if it’s not a fit. Highlighting the Hurt – If we had a gym where 30-50% of the people were seriously injured, we’d notice. Shira founded Creators 4 Mental Health because studies show that social media is clearly hurting creators, yet they lack protections and infrastructure. The organization’s landmark study found 1 in 10 creators reported suicidal thoughts (nearly twice the average adult rate in the U.S.), and 9 in 10 lacked access to specialized mental health care. The lynchpin of the creator economy is fragile and, on its current path, not sustainable (62% of creators experience burnout). Just like podcasting has needed to install safeguards, the creators who underpin the creator economy need the same thing. The Creator Bill of Rights – Why does a bill of rights for creators matter to marketers? Because creators are a workforce. One with few protections and little leverage against their platforms or brand partners, but whose unique talents move hundreds of billions globally. Shira, Lisandra Vásquez, and Rep. Ro Khanna were the bill’s co-architects. Just like we’ve tried to bring transparency to brand safety to create stable podcast marketing, transparency and protection for creators benefits brands. Your favorite host who gives killer live reads is a creator. If you want them to create sustainably, their party of the economy needs to be formalized. For more insights from a powerhouse helping to organize the creator economy we all rely on, check out the full episode below. The Classifieds Dhar Mann Goes Unscripted Network: Studio71 / Monthly Downloads: 250k Kindness is a commodity that is constantly undervalued in today’s media landscape, but luckily, one of its biggest proponents is launching a new podcast focused on highlighting it. Dhar Mann started gaining viral popularity in 2020 and has since amassed a substantial YouTube following of 27m subscribers, earning him a top ranking among all US-based channels. His informative, morality-based content has consistently trended over the past six years, leading to internet fame and brand partnerships. His first podcast episode launched this week and includes a conversation with actress and activist Jameela Jamil. Though his usual videos are scripted, his interviewing skills lend an intimate, personal feel that is soothing and touchingly honest. Any advertiser with a predominantly female audience is strongly recommended to test this new offering, especially those who value self-improvement and mental health. If you’re not sure what happens next, click the link below to find out more. Get The Deal Listen to Your Gut, It’s Telling You Something Important Network: Wellness Loud / Monthly Downloads: 20k The “gut biome” has become a major conversation in the wellness space. This is not surprising once you realize that it influences allergies, metabolic diseases, chronic illnesses, and hormonal regulation. Integrative Nutritionist Courtney Swan is a food activist who wants to bring equity and stability to America’s disparate food systems. In her weekly podcast with Wellness Loud, she sits down with fellow experts to discuss the roadblocks currently in place, the strategy involved to reshape our daily diets, and the necessary conversations we should all be having. Whether she’s talking through pregnancy-related cravings or the role of PFAS in our drinking water, Swan strives to bring scientific theory and prescient activism to her listeners. This is a great opportunity for advertisers targeting health-focused, quality-loving decision-makers. No degree necessary to click the link below; all the information you need is available for you there. Get The Deal In Case You Missed It The Upfronts Just Told Us Where Advertising Is Headed YouTube and Netflix used this year’s upfronts to show how far the TV marketplace has moved beyond traditional network programming. At Brandcast 2026, YouTube pitched advertisers on creators, commerce, AI-assisted video production, custom sponsorships, and shoppable connected TV ads. Netflix also leaned into a broader ad offering, saying more than 80% of ad-supported members are actively watching each week and announcing that ad inventory across podcasts and vertical video will be available globally in 2027. YouTube and Netflix are using these upfronts to sell creators, commerce, AI, podcasts, vertical video, and programmatic inventory, which tells you where the ad market is headed. “TV” is less about a specific kind of programming and more about premium video, wherever it shows up. For podcasting, being at the forefront during the upfronts is a sign that the medium is more than ever at the center of mainstream media planning. Read More The Creator Economy Is Not a Trend, It’s a Budget Line Scalable’s first Creator Economy Summit focused on where the money is flowing across the creator economy. Creator ad spending is forecasted to reach roughly $44 billion in 2026, according to IAB. Major brands are increasing their investments. Visa CMO Frank Cooper said the company doubled its creator investment over the past year and hopes to double it again, while OpenAI is also expanding its influencer marketing efforts. The event also highlighted how creator monetization is shifting beyond direct brand deals, with Meta’s partnership ads reaching a $10 billion revenue run rate, and Twitch generating two-thirds to three-quarters of revenue from viewer subscriptions. Visa doubling its creator investment is worth paying attention to. When a brand at that scale increases spend, it tells you creators are doing real work across both brand and performance. The catch is that not every creator platform is built around advertising. On Twitch, where subscriptions drive much of the revenue, brands need to find ways into the content experience itself, not just around it. Read More Podcast’s Measurement Gap Just Got Smaller Magellan AI and Signal Hill Insights are partnering to provide full-funnel podcast measurement by combining Magellan’s ad exposure data with Signal Hill’s brand lift methodology. The partnership is designed to connect podcast ad exposure to awareness, favorability, and intent, while also tying those results to downstream performance data. The companies say the approach can account for both dynamically inserted and baked-in ads through tags and server-side integrations. The more podcasting can connect brand impact and performance, the easier it is to properly credit the full value of the medium. That has been one of the category’s biggest challenges: podcasting often gets judged by only part of what it delivers — performance. The Magellan AI and Signal Hill partnership moves us closer to the ideal state, where advertisers see how podcast campaigns influence awareness, consideration, and action in one place. Read More #SaveTheLiveReads Shop Pay Saves the Day Mindful in Minutes host Kelly Smith has the soothing remedy for all shop-worthy problems in this week’s #STLR with Shopify. She opens with a relatable parenting moment: her daughter Poppy’s bedtime emergency over a broken zipper. From that first beat, you’re not being pitched to, you’re being invited in. The Shopify mention emerges organically from the story, so by the time she calls the purple “Shop Pay” button “the happiest thing I have ever seen,” it lands as genuine relief, not a sales line. Warm pacing, a seamless transition to business recommendation, and a clean custom URL close it out. This is a live read that earns trust because it never once feels like an advertisement. Listen Here Contact us for a Consultation  OXFORd In The News Oxford Road Takes Home Four Communicator Awards Oxford Road took home four Communicator Awards this year, two each for the Indie PaC Awards and What’s A Podcast, recognizing work that was always more about the industry than the agency. As Dan put it, the wins reflect “our effort to honor independent creators, expand the definition of podcasting, and grow the category for advertisers and partners across the ecosystem.” If you want to take a look at the other winners, click the link below. Read More ORBIT’s International Report is Gaining Attention Our May ORBIT rankings on the Top 15 Performing International Podcasts made the rounds across Podcast News Daily, Podcasting Today, Roastbrief, Podnews, Sounds Profitable, and Podcast Business Journal, all picking up on the same core warning: international podcast advertising isn’t a copy-paste of what works domestically. The data shows which markets are primed for growth and where a one-size-fits-all buy leaves performance on the table. If you want to view the report everyone is talking about for yourself, click here. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky  

How do you help 7500 co-workers be their most creative selves? Find out in the latest episode of Ad Infinitum. That’s right, the world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 4, Episode 2: “Rahul Sabnis: Guaranteed Human.” Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes bona fide creative master Rahul Sabnis (President & Chief Creative Officer, iHeartMedia) for a WIDE-ranging conversation spanning: Picking a Side, Creativity for All, The Memory Test, and more. There’s even an Audiolytics breakdown of ads from Mint Mobile, Aura Frames, Toyota, and Amazon Prime. Let’s dig in… “A voice in the dark when you feel alone.”  – The purpose of radio, according to Rahul Sabnis (President & Chief Creative Officer, iHeartMedia) Creativity: More How than What – Rahul’s job at iHeart? To unlock the inner creativity of his 7500 co-workers. Creativity is not just how we make ads, but also how we find new solutions. So, next time you’re hitting a creative roadblock, try this: pay attention to your frustrations. That’s how Rahul moved from being stymied by weeks-long ideation to writing ads for Ryan Seacrest in 20 minutes. Marketers, if something feels wrong, imagine how it could be different. Whether it’s ads, campaigns, or literally anything: our inner creativity lights up with the magic words, “what if…?” The Guaranteed Human – What is the point of radio? It’s to make people feel less alone. It’s connecting outside algorithms. That connection is impossible, though, if listeners doubt the humanity behind the message. So, iHeart has a guaranteed human initiative for all of its radio stations. A bulwark against AI mistrust. It’s not just about celebrating human connection. The insight came directly from iHeart research that 90% of their customers want media from humans. Marketers, if a part of AI is bad for your customers, listen to them. This is one of the easiest, smartest stands you can take. The Memory Test – Marketers, take your ad, read it aloud, wait 5 minutes, then try to tell someone one thing about it. If you can’t do that, your ad’s probably stuffing 10lbs of copy in a 5lb bag. If you can remember one thing, make sure it’s the main thing. And start cutting to make that main thing shine. Your customers are already wading through AI slop on the daily. Don’t feed them “copy slop”, too. Let simplicity shine. Want more insights from two creative heavyweights at the top of their game? Tune in to the full episode below. Your Monthly ORBIT Report – May 2026 International Podcasting Isn’t One Opportunity. It’s 194, but we’ll start with 4. International podcasting is one of the biggest opportunities in audio. But it’s not one market, and treating it like one is the difference between a worldwide takeoff and never leaving the runway. We turned to ORBIT, our benchmark intelligence tool built on $1.8B+ in real campaign data across 500+ advertisers, to find out where budgets actually perform across four distinct markets: UK-English, Spanish, French, and German. “Stepping into the international podcast market takes courage, but it shouldn’t require a leap of faith.” – Steven Abraham (President – Intl., Oxford Road) Special shout-out to top-performers #3 How To Fail With Elizabeth Day, #2 F1: Beyond The Grid, and #1 Have A Word With Adam Rowe & Dan Nightingale. For Podcast advertisers ready for worldwide success, we’re showing them exactly where to go. Here are a few tips to start. Sport is universal. Individual sports aren’t. Internationally, sports mean football (the one where you use only your feet) and F1. Despite their best efforts, the NFL does not travel internationally… yet. But remember from our sports analysis that the racing season is much longer, so consider that a plus. Treat each market differently and reap the rewards. Within UK English, for example, conversational and cultural formats show an efficiency edge over sports. Each of the four markets has its own version of this story. For the complete May ORBIT Rankings and Insights, check out the full report below. And as always, if you need a well-traveled guide to lead the way, we’re happy to help. View the Full May 2026 ORBIT Rankings & Insights The Classifieds Don’t Get Red-Carded on Your International Buy Network: Acast / Monthly Downloads: 800k This week’s classifieds are keeping with ORBIT’s international theme, highlighting two shows quintessential to any global campaign. Many people are anxiously awaiting the 2026 World Cup, which also means they are trying to brush up on all things fútbol before the big event. That’s where our first offering comes into play, with host James Richardson turning his decades of experience into content that even the greenest rookie can understand. Whether he’s breaking down the latest match or discussing larger trends across the various leagues, Richardson helps turn complex and detailed subject matter into casual chatter that everyone can keep up with. He makes listeners feel like they’re a part of the conversation, even if they’re across an ocean or cheering for an opposing club. If you don’t want your international campaigns red-carded, click the link below. Get The Deal  The World Is Complicated, This Show Isn’t Network: Genuina Media / Monthly Downloads: 225k Not into sports? No problem. Fernando Arancón has built a devoted following by doing something deceptively simple: making world history and politics genuinely entertaining. He selects topics intentionally, weaving cultural relevance with the context that listeners need to form an informed opinion, all without losing their attention. His casual delivery has made staying up to speed feel less like homework and more like a conversation with your smartest friend. Wildly popular among Spanish-speaking audiences, this one is a natural fit for brands looking to reach engaged, globally minded listeners. Head to the link below to learn more. Get The Deal In Case You Missed It The Sun Never Sets on Podcast Growth Sounds Profitable’s 2026 UK Advertising Landscape Study shows that podcasting has moved well beyond “niche media” status, especially with younger audiences. Podcasting now reaches 60% of UK adults 18–34 monthly, pulling ahead of broadcast TV at 57%, while TV’s strength is increasingly concentrated among adults 55+. The study also highlights opportunities with the 35–54 demo, who are most likely to rank podcasting among their top ad-supported media platforms. Podcasting’s growth in the UK reinforces the global phenomenon of rising audio consumption. Marketers should be careful not to confuse consumer reach with buyable reach. More British 18–34’s may listen to podcasts than watch broadcast TV each month, but TV can still deliver broader reach more efficiently in your media buy. The real takeaway is that audio deserves a more serious role in reaching younger consumers in the UK market, where traditional video is losing ground. Read More Programmatic Gets You In, Host Reads Get You Remembered Advertiser Perceptions data, highlighted in a blog piece from Cumulus Media/Westwood One, shows programmatic audio buying has accelerated sharply, with 82% of agencies and advertisers now buying audio programmatically (up from 41% in 2022). Adoption is especially high among performance-focused campaigns. According to the WWO analysis, audio is moving closer to digital media buying norms. Programmatic audio is growing rapidly, but adoption still varies by format. According to eMarketer, about one-third of digital audio ad spending is traded programmatically. Podcasts are even lower at roughly 12%. More commoditized audio environments, such as streaming and, eventually, radio, are well-suited to programmatic buying. But the not-so-secret sauce of podcasting, and radio for that matter, still requires a more hands-on approach. We’re not saying direct buying is going away; it can just be complemented by programmatic. Read More Gen Z Has Changed the Channel Edison’s Q1 2026 Share of Ear data shows that younger consumers are the heaviest daily audio listeners, with persons 13–34 spending 4.5 hours per day with audio. While AM/FM still accounts for a meaningful share of ad-supported audio time among younger adults, the broader story is that the 13–34 demo is highly engaged with audio across formats, including digital and subscription-based listening environments. If you are young, were young, or know young people, it should not surprise you that audio listening is highest among younger audiences. Believe it or not, radio was once added to media schedules to reach younger consumers. What has changed is how younger audiences access audio. The behavior is still there, but it is now led by digital platforms, where ad exposure is more fragmented. Read More #SaveTheLiveReads These BFFs Just Made Bed Sheets Sound Like Therapy This week’s #STLR winner comes from long-distance besties and hosts of the Two Judgey Girls podcast as they discuss their love for Boll & Branch! Courtney opens with that universal love of coming home from vacation to your very own bed. She doesn’t rush to the product pitch, creating the perfect scenario for her listeners: the sheets piling, the corners popping off in the middle of the night, the pillows going flat, the bed somehow running too warm. By the time she gets to talking about Boll & Branch, the audience isn’t just hearing about a solution; they’re feeling relief. Her tone stays conversational and grounded throughout, never tipping into over-the-top enthusiasm. Instead, she lands on this genuine excitement that feels completely earned because she took the time to establish the contrast first. Her soft, warm delivery seals the deal, with an almost ASMR-like quality that makes you want to crawl into bed before the ad is even over. This ad is warm, perfectly paced, deeply personal, and the audio equivalent of sliding into cool, soft sheets at the end of a long day. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky  

The way to thrive in an AI future? Be authentically human. This week on The Media Roundtable, you have a VIP ticket to SXSW 2026 for the iHeart x Oxford Road Luncheon, with a podcasting powerhouse who consistently sees over the horizon. Dan Granger (CEO & Founder, Oxford Road) chatted with Jason Calacanis (Angel Investor & Host, This Week in Startups & All-In), to break down the current state of podcasting and what’s next. What do they agree on? AI can’t outperform human connection. The team takes on: Conversations Over Impressions, Remember the Trough, The George Lucas Alley-Oop, and more. Let’s dig in. “In a world of unlimited impressions, what matters? It’s that authenticity and aligning yourself with the conversations that matter.” – Jason Calacanis (Angel Investor & Host, This Week in Startups & All-In) Conversations over Impressions – You can get your fill of impressions almost anywhere, but you should know you’re encouraging the conversation wherever you are investing your dollars. It’s a luxury to have so many shows to support; you can actually find some you believe in that can also be successful for your brand. And it’s more futureproof too. Jason believes there’s always a place for  “people who can create new things in the world.” Support the creators bringing new things into the world that align with your values. Their fans will support you too. The George Lucas Alley-Oop – You miss 100% of the moments you’re not present for. Skilled interviewers (like Jason, who studied Charlie Rose, Howard Stern, and Oprah) can sense when the moments audiences crave appear. That’s when they go off-script and discover something new. Stay on the old track, and you’re like the interviewer who asked George Lucas about merchandise, ignoring an alley-oop about Lucas’ life-changing car accident. Marketers: this is paramount for host-reads. Let the experts shape the moment for their audience; just find ways to support them. Remember the Trough – The most valuable journeys you take in life are often marred with a trough of strife somewhere along the way.  Expecting that dip means you’ll be more prepared to stick it out. This advice applies to Y-Combinator, Tim Ferriss studying Mandarin, and Jason learning to play pickleball with his daughter. In an AI future, many tasks could be easier. The things that are still hard will be valuable, and will need practiced resilience to succeed. See the future in Jason’s crystal ball by tuning in to the full episode below The Classifieds Convicted and Cleared for Takeoff Network: Impressions.fm / Monthly Downloads: 500k Are you bold? Are you brash? Do you like to fly high and live fancy free? Barry Oberholzer can be described as just that, and in his wild podcast from Impressions.fm, he’s more than happy to show it. In one of the most unique, out there examples of audio’s potential, each episode of this opportunity is recorded within the confines of a Bell 505 Jet Ranger X helicopter. High above the steady traffic and numerous mountains of Los Angeles, Oberholzer and his guests talk about the difficulties they have faced, the experiences that shaped them, and the lessons they invariably learned. There’s an expert level of production that is highlighted by the video portion of this opportunity. Watch as Heidi Montag flies above the wreckage of her home in the Palisades, or as Allen Iverson grows nostalgic about his time in the NBA. This time, it is okay that this jailbird is taking flight. Check out his flight patterns via the link below. Get The Deal These Internet Best Friends Help Cure the Loneliness Epidemic Network: TMG Studios / Monthly Downloads: 145k Los Angeles is a city of transplants, but with its size and constant traffic, Angeleños rank among the loneliest US citizens. For hosts Tristan Watson and Channing Glenn, this was never an issue. Moving to the city from Alabama, these longtime best friends came to rely on and support one another throughout their lives. Now they’re bringing those good vibes to their podcast Not That Y’all Care, a weekly sit-down that involves light roasting, long tangents, general shenanigans, and a strong sense of community. For their loyal listeners, each episode is a welcome distraction from the world and an outlet for those who miss the deep friendships they might’ve left behind. Since joining TMG Studios last year, many female-skewing high-end DTC advertisers have seen success with the show’s hosts. If you actually do care, as you should, you will click below for additional details. Get The Deal In Case You Missed It YouTube Was Already an Audio Giant. Now It’s Accessible at Scale YouTube has long been a massive audio platform, but buying its inventory at scale wasn’t possible until now. SiriusXM Media struck a deal to become the exclusive ad rep for YouTube Main & Music audio ads, combining their audiences for a reach of 255M unique monthly listeners (90% of the U.S. audio market). Oxford Road has secured one of ten beta slots ahead of the June launch. Inventory includes :15 and :30 spots with targeting across audience cohorts, lifestyle segments, and genre-specific listeners. Measurement during the beta relies on Google’s Brand Lift, so no 3rd-party attribution yet. Marketers should expect new scale and reach through this partnership, with measurement limitations in the near term. Read More Netflix’s Podcast Audience is a Work in Progress Hernan Lopez’s Streamonomics analysis of Netflix’s Q1 2026 earnings finds Netflix is looking for its next growth curve beyond core streaming, with advertising, gaming, creator content, and podcasts all part of the conversation. Podcasts are getting attention because Netflix is a massive platform, but Samba TV estimates they represented just 0.5% of Netflix’s total U.S. TV viewing hours in Q1. That puts the opportunity in perspective: Netflix podcasts may become useful for talent, IP, and discovery, but they have not yet scaled enough for a reach play for marketers. Netflix adding podcasts sounds like a big deal because Netflix is big. But when Streamonomics estimates that podcasts represent just 0.5% of total viewing hours, that puts the opportunity into perspective. Marketers do not need to panic about missing out, at least not yet. Reminder: don’t confuse platform buzz with actual audience delivery. Read More Radio Ads Work. Now iHeart Wants to Actually Prove It iHeartMedia’s AudioGraph platform aims to make broadcast radio addressable and programmatically transactable — closing a gap where 70% of audio inventory sits outside automated buying systems, even as ~90% of ad dollars flow through programmatic. Currently in closed beta using the iHeartRadio app and TransUnion identity data, Chief Business Officer Lisa Coffey projects it will grow total programmatic audio inventory by 400%. AudioGraph is iHeart recognizing how media is bought today. With most media bought programmatically, traditional media has to adapt if it wants to compete for modern budgets. AudioGraph’s real value will come down to whether it makes radio easier to plan, target, optimize, and prove out inside a broader media mix. Read More #SaveTheLiveReads When the Ad Feels Like a Voice Memo From Your Best Friend Heather McMahan has absolutely cooked with this week’s #STLR on her podcast, Absolutely Not, with her tried and true testament to fasting with Prolon from L-Nutra! She kicks things off by calling out everyone listening with second careers, crazy workweeks, and weekends that somehow feel busier than weekdays. That instant “she gets me” feeling is exactly why this ad works so well. She runs through all the Prolon benefits–fat loss, glowing skin, cellular renewal, and muscle protection–but it doesn’t feel like she’s reading off a fact sheet. It feels like she’s texting you a voice memo about something she’s genuinely obsessed with. Then, she drops that she personally does the Prolon program twice a year, and honestly, that’s it; we’re sold. No “my partners at Prolon” energy here, just a real person telling you what actually works for her. She drives this read home with a quick, quirky joke about how fasting is biblical and good for the soul. It’s funny, AND she actually means it; somehow, it makes you trust her even more. Only she could pull that off. Wrapping it all up with a concise call to action and an easy-to-remember link, her audience is coming away with a story to remember and a brand to check out for themselves. Listen Here Contact us for a Consultation  OXFORd In The News A New Scorecard That Could Unlock Serious Podcast Ad Dollars Podcast News Daily‘s deep dive on Bumper‘s new audience verification tool anchored its argument in our What Brands Want 2025 finding: better measurement could unlock $1 billion in additional podcast ad spend. As the industry races to solve for trust, the data we surfaced continues to frame the conversation. Read More The More AI Takes Over, The More a Human Voice Is Worth Our Media Roundtable episode, “The Guaranteed Human in an Artificial World,” was featured in Podcast News Daily‘s coverage of the Oxford Road x iHeart Luncheon panel during SXSW. Featuring executives from iHeart Podcasts, Libsyn, Whole Foods, and GoodRx, the conversation landed on one clear theme: as automation increases content volume, trust and authenticity are becoming scarcer, and more valuable. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

Can you lean into AI advancements without losing human connection? Find out on a new Media Roundtable. During SXSW, Will Pearson (President, iHeartPodcasts) hosted “The Guaranteed Human In An Artificial World.” Will took the stage with some of the sharpest thinkers in podcasting: Brendan Monaghan (CEO, Libsyn), Gladwell Mwangi (Paid Media Enablement Lead, Whole Foods Market), and Richard Case (VP, Growth Marketing, GoodRX). Join us as they cover: The Guaranteed Human, Finding your Center, AI-Augmented, and more. Let’s dig in. “There’s a ton more [AI content] being created, but at the end of the day, listeners can tell. And they place a high level of expectation on those creators to deliver an authentic experience.” – Brendan Monaghan (CEO, Libsyn) The Guaranteed Human  – Podcasting’s magic relies on human connection. A host really believes in a brand, so they endorse it, and listeners really want to buy it. If any part of that chain of trust is broken, it doesn’t work. AI can sound human, but we don’t trust it like a human. iHeart’s emphasis on human-voiced content reinforces the trust that underpins audio’s unique connection Find your Center – I tools are just that: tools. They can be great for accomplishing tasks, but they can’t tell you what’s important in the first place. If you want to succeed with AI tools (or without them), focus on what matters to you. For Brendan, that’s supporting creators. So Libsyn uses AI to automate workflow, surface audience insights, and optimize monetization. Marketers, to avoid AI burnout, go back to the source. Who are you trying to help? Then see if there are new tools to make it AI-Augmented, not AI-Generated – Creators are singular talents with unique voices in every sense of the word. Audiences are tuning in for real human expertise and experience. Any help that AI is providing to content can’t overshadow the human creating it. In Brendan’s words: “Listeners can tell.” The same goes for marketers. There is something unique about how you understand your brand and your customers. If you abdicate that unique vision for the same tools everyone has access to, your creative will be wholly indistinguishable, and you’ll have given up your advantage. For more insights from industry leaders working to use AI while staying human, check out the full chat here. The Classifieds These Tech Grandpas Have a Lot to Say Network: Backbeat Media / Monthly Downloads: 6k Tech news is filtered through many sources: the insider, the journalist, the academic, and the futurist are the most visible. What if you learned about new product updates and company news from three older geeks with an axe to grind? As hosts Jason DeFillippo, Brian Schulmeister, and Dave Bittner crack non-stop jokes, difficult-to-understand concepts suddenly feel coherent, and the absurdity of this world becomes that much more stark. Often described as “Tech’s Walk of Shame,” there is a heavy emphasis on roasting tech CEO’s failures from a consumer POV. Their ribald language often lends to long rants that feel akin to a comedy podcast while making a strong impact with an older male consumer demographic. For those looking for highly efficient offerings targeting lifelong learners interested in internet culture, this is highly recommended. There’s no possible user error in finding more info. It’s at the link below. Get The Deal Press Play on Your Health Network: Audacy / Monthly Downloads: 200k Tech is a non-stop industry, but when it comes to women’s health, we’re still very much at a standstill. Before 1993, women were rarely included in medical trials, and even today their levels of participation remain disparate with the US population. Dr. Mary Claire Haver knows this reality all too well as a board-certified OB/GYN and certified menopause practitioner with two decades of experience. In her weekly sit-down with fellow experts, Haver discusses the personalized strategies and infallible advice that serve her patients and listeners alike. For women with unanswered questions around brain fog, libido decreases, and longevity, this is a must-listen opportunity that has grown immensely since launching last year. For those in the health and wellness space, this is a key offering that yields a strong consumer base of self-improvement minded listeners. Feel free to pause your reading, click below, and learn more about this podcast. Get The Deal In Case You Missed It Oh Canada, How We Study Your Audio Trends Signal Hill Insights is launching Audio on the Move, a new subscription study designed to give the Canadian audio industry a holistic view of how consumers spend time across terrestrial and digital radio, streaming, podcasts, satellite, and emerging audio platforms. For marketers, the value here is finally getting a clearer picture of how audio channels work together, with highlights available for clients interested in the broader read. Edison’s Infinite Dial has provided a digital audio view of Canada, but the latest public report on Edison’s site appears to be from 2022. Signal Hill is widening the lens by bringing terrestrial into the mix, too. That matters for marketers who want a clearer view of the full audio marketplace. Ping us if you want highlights. We’ve got ‘em. Read More Gen Z Avoids the News Desks in Favor of Podcasts Reuters Institute’s Young People and the News report finds 18-24 year olds are more engaged with podcasts than older demographics, but not with news podcasts. Joe Rogan tops their “news podcast” list despite not fitting traditional definitions. 64% of 18-24s consume news daily vs. 87% of those 55+; only 35% are “very or extremely” interested in news. 51% of young people pay more attention to individual creators vs. 39% for traditional news brands. TikTok, Instagram, and YouTube now surpass Facebook as primary news discovery platforms, with direct publisher access at just 14%. Young audiences are not tuning out news; they are just redefining what counts as news and who gets to deliver it. For marketers and publishers alike, that is a reminder that trust increasingly sits with creators and personalities. Read More IAB Confirms Podcasting Is Still Growing The IAB/PwC 2025 Internet Advertising Revenue Report says digital audio ad spending reached a record $8.4 billion in 2025, up 10.2% year over year, with podcasting growing even faster at 17.6% to $2.9 billion. The report also notes that podcast revenue likely understates the category’s full size as video podcast consumption grows, while broader shifts toward programmatic buying, creator media, and performance accountability continue to reshape how audio is bought and measured. Digital audio’s continued growth is a good reminder that the medium is working, even in a shaky market. The bigger story is that as video expands and measurement expectations rise, podcasting is starting to blur into the broader digital video and creator economy. That creates opportunity, but it also means the market will get messier until measurement catches up. Read More #SaveTheLiveReads So Money Has “Found” Financial Clarity Farnoosh Torabi on her podcast, So Money, strikes a thoughtful and light-hearted stellar live read for Found. She opens with a relatable question that immediately draws in small business owners, prompting an honest moment of reflection about how in control their finances really feel. Her tone stays conversational and light as she walks through the common chaos of managing expenses, invoices, and taxes, making the pain points feel real and widely shared. Her transition into Found is seamless, presenting it as a clear, streamlined solution without overcomplicating the explanation. The standout moment is her personal example of running two podcasts with separate financial systems, adding credibility while also bringing in a touch of humor that keeps her read engaging. Throughout, she maintains a friendly, supportive tone that aligns well with her brand, making the recommendation feel trustworthy and practical. By the time she lands on the call to action, it comes across as a smart, helpful next step rather than a hard sell. Listen Here Contact us for a Consultation  OXFORd In The News ORBIT’s True Crime Report Refuses to Go Cold The ORBIT coverage keeps coming. Our Top 15 Performing True Crime Podcasts report has now been picked up by Sounds Profitable, Podnews, Podcast News Daily, Podcast Business Journal, Ads Of Brands, and Roastbrief. The consensus is hard to ignore: True Crime ranks in the top 20% of genres for ad efficiency, and most brands are still underinvesting by treating it as a single audience rather than the nuanced, high-performing genre it is. The data is ours. The press is talking. The question is whether your brand is in the conversation. Read More ORBIT Goes to Bat for Independent Podcasts Ben Robins of The Sound Insights Report built his latest piece around a single data point from ORBIT: 80% of the top 15 performing podcasts for advertisers are independent. Not network flagships. Not platform exclusives. Independent shows with loyal, niche audiences deliver outsized results. Robins uses our findings as the backbone of a broader argument that scale and effectiveness are not the same thing in podcasting, and are often in direct tension. The piece is a smart, well-sourced read, and the fact that ORBIT data is anchoring the conversation is exactly where we want to be. Read More Bill Burr’s Host-Reads Are So Good, They’re Pressing Vinyl Our November ranking of the Top 15 Performing Comedy Podcasts just got a real-world encore. Literally. Podnews reported that after Bill Burr landed the #1 spot for comedy podcasts among advertisers, his ad sales team at Impressions.fm celebrated the only way that felt right: by pressing his best host-read ads onto a vinyl record and shipping them to buyers. A sizzle reel for people who still own a turntable. Burr isn’t for every client, but for those who get it, the returns speak for themselves. After more than a decade perfecting his singular approach to podcast endorsements, it’s safe to say the bit has landed. We’re thrilled to see Bill get the recognition he so richly deserves. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

Creators may think they have an idea where AI is heading, but now they’re faced with a critical decision: when to lean in and when to run in the opposite direction. With constant changes and new reports of “AI brain fry,” it’s hard to get an accurate picture: does AI help creators or harm them? Is there a world in which there is a happy medium? This week’s Media Roundtable: Special Edition comes straight from the iHeart x Oxford Road Luncheon at SXSW 2026, “Less Noise, More Life: The Science of Thriving in an Artificial World.” Featuring Dan Granger (CEO & Founder, Oxford Road) as he hosts podcasting powerhouses Tim Ferriss (Entrepreneur & Host, The Tim Ferriss Show) and Dr. Laurie Santos (Psychologist & Host, The Happiness Lab) for an existential examination of AI. The panel breaks down when and how to use AI, and tackles the all-important question, “What the hell is going on?” Join them as they talk: Listener loyalty, screen fatigue, and the real cost of letting AI do your thinking. “The people who are going to convert the best right now would not consider themselves creators. They do not have extremely large audiences, but they have people who really, really trust them.” – Tim Ferriss (Entrepreneur & Host, The Tim Ferriss Show) AI Affects Creators & Their Bottom Line  – AI might grow your profit, but it’ll definitely burn you out. The proof? Laurie mentions a new study published in Harvard Business Review that found that, among all corporate roles, AI burned out marketing professionals the most. It requires more oversight and creates an information overload. Tim then drops a truth bomb: AI may accelerate work, but it also accelerates anxiety and depression. When you offload labor to AI, you might get “AI brain fry” AND miss out on work that is meaningful to you. Weigh the cost carefully. Your Listeners Trust YOU, Not ChatGPT – The internet is right: you need to go out and touch grass more often. Both Laurie and Tim are seeing trends regarding in-person connection. Why? Because consumers are on screens all day, every day. They crave real connection, and creators can leverage that by being authentic (read: clearly not AI). Tim also urges creators and marketers not to rely on the “algorithm gods.” He’s posted short videos with millions of views… but they’ve made zero impact on podcast downloads. Remember: the algorithm’s goal is to keep people on the platform, not to send them to your show. If you stay loyal to yourself, your listeners will stay loyal to you. Think Consistency, Not Change – What makes AI different from other technologies? How quickly it evolves. Tim explains that “even the programmers don’t fully know what an LLM is going to do” once it’s finalized. Let’s take the heat off creators and marketers: there’s not enough time for them to adapt to the continuous change, so instead, focus on consistency. Tim and his team use AI for repeatable, everyday tasks. They train LLMs as editors, use them for research, and test A/B ads. Tim has the right outlook: keep up with key skills like writing and strategy, and use AI to tee you up. Want the AI user guide for podcasts? Tune in at the link below. Your Monthly ORBIT Report April 2026 True Crime is One of Podcasting’s Biggest Genres, and One of the Most Misunderstood True Crime is the genre that started the podcasting boom, with podcasts like Serial leading the charge. But a lot has changed since 2014. To understand what’s driving performance in True Crime today, we used ORBIT (Oxford Road Benchmark Intelligence Tool). Special shout-out to top-performers #3 Crime, Conspiracy, Cults And Murder, #2 True Crime Obsessed, and #1 Cold Case Files. Turns out, while True Crime winners are frequent, they’re extremely varied, too. For marketers, where ad dollars are invested in True Crime and how they’re deployed make all the difference. For a closer look at succeeding in podcasting’s founding genre, we turned to ORBIT. True Crime isn’t a Monolith: True Crime might be one genre, but it’s comprised of many sub-formats. Companion, Investigative, Broadcast IP, and Dark Crossover all have a place in our top 15 list. If you’re testing one lane and calling it a day, you haven’t actually tested True Crime; you’ve tested a slice of it. Mind the Brand Safety Pricing Gap: True Crime has a reputation that raises brand safety flags for some advertisers. That caution increases for high-performing shows with paranormal or horror-adjacent tones. The irony: that same genre stigma suppresses competition and keeps rates down, despite highly engaged audiences. Brands, do your homework on the shows. If they meet your standards, you’re picking up high-performing inventory at a discount. When Marketers can see the genre clearly, True Crime can be a top-performer at scale. For the complete April ORBIT Rankings and Insights, check out the full report below. View April’s ORBIT Report Here The Classifieds She’s Eating Pinkberry and Enjoying Life Network: Dear Media / Monthly Downloads: 15k From the shores of Laguna Beach to the peaks of The Hills, Lo Bosworth has always struck a chord with those looking for a wholesome reality-TV role model. In her newest era as the CEO of Love Wellness and mom to a baby girl, Bosworth feels ready to share her life lessons. In the first episode of her premiere podcast with Dear Media, Bosworth produced an interesting before-and-after narrative, recording the first half pre-birth and the second half post-delivery. The show’s premise is to create a strong community, focused on acceptance and knowledge-sharing, and Bosworth does so by exploring the intimate details of her difficult pregnancy. This is a great opportunity for female-skewed DTCs that help new mothers, or for advertisers who perform well on Kids & Family content. Mother knows best, and this mother wants you to click below for more details. Get The Deal The Stars Say You Need to Test This Podcast Network: Moonbeam Media / Monthly Downloads: 15k In a big world full of unknown variables, astrology makes its followers feel grounded and part of something larger than themselves. It’s no wonder that its practice has grown in popularity and created a $3 billion industry. Podcasting has always been a perfect place for niche communities to take root and grow, so it’s no surprise that Amanda Steele found quick success in launching her newest offering with Moonbeam Media. Each week, Amanda uses astrology as a framework to discuss both real-life perspectives and the cosmic nuances. Whether she is looking at birth charts, reading tarot cards, or discussing spiritual journeys, Amanda takes these concepts seriously. This is geared towards a freethinking Gen Z audience who may also be interested in beauty, fashion, and self-improvement. Your horoscope says you’re going to test into this podcast, which you can find at the link below. Get The Deal In Case You Missed It The LatAm Sports Market Hasn’t Scored… Yet Despite futbol’s dominance across Latin America, sports podcasts have not broken through in the region the way they have in the U.S., with few titles reaching the top podcast charts in markets like Mexico, Brazil, and Argentina. This article points to three main reasons: a category centered on one sport, limited fantasy-sports behavior that would drive recurring listening, and a legacy-media model that has slowed creator-led growth. With the 2026 World Cup just around the corner, the piece argues that sports podcasting in the region may be nearing an inflection point. Given the popularity of futbol and podcasting individually across Latin America, you would expect sports to already be a top genre. It isn’t, which is a reminder that consumer behavior is not always as intuitive as it seems. With the 2026 World Cup approaching, that gap looks more like an opening: marketers have a chance to stake their claim before the category catches up. Read More Podcasts Are the New Daytime TV Adweek argues that streamers are leaning into podcasts and creator shows because they function like modern daytime TV, with their personality-driven programming that can fill hours of content without the cost of traditional television. Following Netflix, companies including Tubi, Roku, Amazon, and MS Now are pursuing similar strategies to attract younger viewers and compete more directly with YouTube. Credit to Hernan Lopez at Owl & Co. for spotting this early. Streamers are embracing podcasts largely as a daypart play: they bring built-in audiences, low production costs, and enough volume to fill programming shelves without Hollywood-level budgets. For marketers, that means podcast IP is increasingly becoming part of the CTV inventory mix, not just the audio plan. Read More The Daily Wire Opens New Doors for Advertisers The Daily Wire is expanding its podcast slate with five new shows across news, culture, entertainment, true crime, and lifestyle genres, broadening the company’s lineup beyond the political programming it is best known for. At the same time, it hired veteran audio sales executive Adam Gilbert as VP of Sales, signaling a more serious push to monetize that wider portfolio. In other words: The Daily Wire just became more buyable. For advertisers that have seen strong results from independent podcasts but avoided the company’s political content, this broader slate creates new ways in. It is also encouraging to see a publisher bet on fresh programming rather than just squeezing more value out of the same core franchise. Read More #SaveTheLiveReads Watch Your Package Go Long Gone with ShipStation Chris Black and Jason Stewart, hosts of the bi-coastal phenomenon the How Long Gone Podcast, pull out a chaotically charming live read for ShipStation, where two guys accidentally discover the logistics of shipping efficiency in real time. The whole thing kicks off with that classic “we’re busy, we don’t know what’s going on” energy, which somehow makes a shipping platform feel deeply relatable to the masses. Jason’s throwback to the old way of shipping, walking into “some place,” talking to “some guy,” and blindly agreeing to a price is hilarious and painfully accurate. What makes this read fun is how ShipStation gets framed as this behind-the-scenes friend who actually knows what’s going on, casually sorting through UPS, USPS, and FedEx like a logistics sommelier. There’s something very on-brand about turning “rate shopping and fulfillment” into “cutting your chaos in half so you can go do literally anything else.” Their tone stays loose and slightly absurd, but it still shows the value of saving time, saving money, and not having to guess your way through shipping anymore. By the time they drop the 60-day free trial, it feels less like a pitch and more like, “hey, stop doing it the hard way for no reason.” Listen Here Contact us for a Consultation  OXFORd In The News Data FINALLY Confirms Audio Isn’t Just for Awareness Little Black Book is spotlighting our recent Sound of Growth report, which finally puts numbers behind what we’ve long believed: audio doesn’t just build awareness—it drives action. Based on $400 million in cumulative audio spend over 30+ years of client data, the study found that audio drove an average of 18% of clients’ branded search volume, with heavy audio investors seeing that number climb to 40% or more. For marketers still treating audio as a top-of-funnel afterthought, the data has caught up. If you’re curious about how this applies to your campaigns, read the full report here. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky  

What do an e-commerce giant, an online therapy platform, and a shipping powerhouse all have in common? They all have the same secret weapon when it comes to podcast performance, and they’re spilling it on the new Media Roundtable: Special Edition. This week, we’re going back to Podcast Movement Evolutions at SXSW, where Miranda Romano (SVP, Media, Oxford Road) moderated a performance-unlocking panel, “The Power of Independence: Why Brands Are Betting on Independent Creators.” Sharing their indie wisdom was an all-star panel of brand leaders: Brynn Greenelsh (Audio Marketing, Auctane–Stamps.com & ShipStation) Jessica Williams (Global Brand Marketing & Partnerships, Shopify) Brittany Clevenger (Senior Director of Growth Marketing, BetterHelp) Join us as they cover: Becoming a Household Name, Unmatched Access, Ask An Expert, and more. Let’s dig in. “Get on the small shows, and it’ll be so worth it.” – Brittany Clevenger (Senior Director of Growth Marketing, BetterHelp) Household Names – Not every creator is a household name, but sponsoring them can turn your brand into one, and that just makes sense. The giant shows have countless sponsors, but for an indie show, you might be one of one.  That makes you the most important brand for the die-hard audiences that love the show. Our ORBIT data agrees: indie podcasts are 80% of our top 15 performing shows. When you show up for indie creators, the creators’ fans show up for you. Your All-Access Pass – When you place an ad on a giant show, hosted on a giant network, you’re not talking to the host. When you partner with an independent creator, it’s easier to hop on a call with them. You can spitball, workshop the creative to fit their voice, make the ad work for them and your brand. You don’t just have a host on autopilot reading copy points; they’re eager to make the ad land for their audience. Our panelists agree, unmatched host access unlocks unmatched performance. Here to Help – Independents offer amazing performance, but they might not have their processes buttoned up yet. To ensure success, Brittany recommends working with an agency (we swear we didn’t tell her to say it). Her point: there’s no need to do this work on your own. You can hit ROI heights with many brilliant indie shows, but to do it at scale, you need extra agency savvy and bandwidth. For more insights from brand leaders who understand the power of independent creators, check out the full chat via the links below: The Classifieds A Momfluencer Makes her Influencer Debut Network: Dead Center Talent LLC / Monthly Downloads: 30k Being a parent is hard, and it’s not getting any easier. It’s difficult for moms to trust outside perspectives and feel like their struggles are seen. Momfluencers have become a broader trend in the face of this uncertainty. Allisa Rose centers her content around her home, her husband, her child, her family, and her friends. In her vlogs she presents a bubbly visage, consistently showing the daily struggle of a working mother while engaging with her audience in a gracious and positive way. Whether she’s updating her son’s nursery, testing Costco products, or decorating for the holiday season, she always provides an honest perspective on how her life is going and what she’s doing to make the most of it. For female skew advertisers looking for a great spokesperson for their DTC products, this is a great channel to test in Q2. Don’t cry over spilled milk! Click below for more information. Get The Deal Thanks for Everything, Sal Saperstein Network: Studio71 / Monthly Downloads: 15k What do you get when every episode’s starting point is a trivia question, and what gets discussed after is so much more interesting? A hilarious mix between Jeopardy and an open mic night, that’s what. Comedian and show creator Ike Barinholtz hosts a weekly sit-down with equally funny people to test their knowledge, dive into their personal experiences, and showcase the deep bonds he’s made with his friends. He’s interviewed fellow show creator Mindy Kaling in the first episodes, whom he has worked with extensively since 2012, as well as Running Point star Kate Hudson. As Barinholtz has many comedy credits to his name (MadTV, The Studio, Eastbound and Down, etc.), there’s no telling how many amazing guests are on deck for future episodes. This is a superb opportunity for those looking for efficient comedy options that can lean into the creative element for personal endorsement. It’s funny that you ask for more details, because they can be found via the link below. Get The Deal In Case You Missed It The Creator Economy Is Getting Ready to Enter a Bull Market At YouTube’s NewFronts, Coach’s VP of Marketing Kimberley Wallengren and Unilever’s Chief Media Officer Ryu Yokoi both described shifting from one-off creator deals to long-term partnerships. Coach cited “meaningful lift in consideration” among Gen Z and “supercharged acquisition,” while Unilever framed its creator strategy around building emotional craving rather than functional messaging. YouTube’s Brian Gargan urged brands to scale creator content with AI-powered paid formats. eMarketer projects social creator marketing will reach $21 billion in spend in 2026. If major brands are only now shifting from one-off buys to longer-term commitments, that tells you the creator economy is still early in development, but showing signs of promise. Scalability and measurement are only going to improve, and when they do, even more dollars will follow. Read More The Media Hierarchy Enters a New Realm Podcast News Daily flagged that Comcast Advertising is now pitching television as an add-on to podcast campaigns. This rationale is spurred by its own study showing a 207% lift in consumer intent to seek more information when TV is paired with podcast ads, and 1.6x brand recall improvement, while also noting AI search summaries reduce brand recall by 23%. Oh, how times have changed. Audio, print, outdoor, and, yes, even digital were once complements to a TV schedule. Now Comcast, one of the largest television networks, is positioning TV as a complement to podcasts, and that is a pretty eye-opening signal of how the media landscape has evolved. Cross-channel halo effects are nothing new. TV may still be presented as the lead channel, yet the fact that podcasts are now central enough to shape the story is notable. Read More Read More Spotify Wants More Than Your Ears Spotify introduced swipeable carousel ads in the Now Playing view, giving brands a way to feature up to six products with images, links, and pricing. It also launched branded, 100% share-of-voice takeovers on flagship playlists such as Rap Caviar, Today’s Top Hits, and New Music Friday, with Priceline and GNC among the early pilots. Combined with new A/B testing and automated bidding tools in Ads Manager, this rollout reflects Spotify’s push to build a more full-funnel ad suite. If you are a DTC advertiser already active on Spotify, Carousel ads are a logical test. Playlist takeovers feel more useful for launches, tentpole moments, and promotional windows, assuming you can secure them early. None of this is groundbreaking, but it is encouraging to see Spotify expand its through-the-funnel options for marketers. Read More #SaveTheLiveReads This Housewife Gets Real About Function Health Taking center stage in this week’s #STLR is the co-host of the Humble Brag Podcast, Cynthia Bailey, with one of the most vulnerable and raw hooks we’ve ever had in our weekly highlights.  Starting off with a deeply personal story about her mother’s recent health struggles, Cynthia underscores the importance of family support and the ongoing effort it takes to care for loved ones. That’s where Function Health naturally comes in as she connects her experience to how the platform has helped her expand her knowledge and prioritize meaningful testing. What really elevates the read is her specificity, calling out particular health markers she’s paying attention to, which makes her testimony feel thoughtful, credible, and relatable. The balance between personal storytelling and brand messaging is perfection, never forced, just reinforced with a layer of scientific backing. Her tone stays gentle yet purposeful, carrying a quiet urgency that makes the message land without feeling heavy-handed. And by the time she closes with her call to action, it’s clear this “humble brag” is anything but. If you want to see how a great ad can be functional yet relatable, listen via the link below. Listen Here Contact us for a Consultation  OXFORd In The News Video Finds the Audience, Audio Wins Them Over Oxford Road‘s SVP of Media, Miranda Romano, is making waves with a new LinkedIn article that Sounds Profitable flagged for its readers. Her argument? The creator ecosystem is a marketing funnel—and the industry needs to start selling it like one. Short-form video drives discovery at the top, but long-form audio is where trust gets built and conversions actually happen. The data backs it up: Oxford Road’s research shows YouTube views are up to 25% less effective at driving purchases than pure audio downloads. The takeaway for publishers and sellers: stop treating video and audio impressions as interchangeable, because reach and resonance aren’t the same thing. Read More Downloads Don’t Drive Our Decisions, Results Do Oxford Road‘s Director of Podcast Media, Courtney O’Connor, joined the PodBiz podcast to break down how brands actually spend in podcasting—and why the old playbook doesn’t work. Podcast News Daily picked up the conversation, highlighting Oxford Road’s “matchmaking” approach that prioritizes creator-audience fit over download thresholds. As Courtney put it: “I personally have bought podcasts with 65 downloads.” The takeaway? Endorsed media built on trust is still the best engine, and connecting the right brand with the right creator is everything. Listen to the full episode here and read the coverage here. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky  

Independent creators have to find a way to succeed, often without a network to support them and a safety net to fall back on.. In fact, 80% of the ORBIT top-15 performing podcasts are indies. But what does it take to win on their own… and is it worth it? Find out in an all-new Media Roundtable: Special Edition. Direct from Podcast Movement Evolutions at SXSW, Dan Granger (CEO & Founder, Oxford Road) takes the stage with three of the hardest-working, most successful independent podcasters: Hala Taha (CEO & Founder, YAP Media, Host, Young and Profiting) and Brett and Jordy Meiselas (Co-founders, MeidasTouch Network, Hosts, The MeidasTouch Podcast). The panelists get real about the joys and struggles of podcasting without a net. Join them as they talk: Audience Trust, Loving Crunches, True Partnerships, and more. Let’s dig in. “The pro [of being independent] is that you have complete autonomy over your content and everything that happens, whether it’s a success or a failure, falls on you. The con is the same exact thing.” – Brett Meiselas (Co-founder, MeidasTouch Network, Host, The MeidasTouch Podcast) Audience First – Indie podcasters don’t have guarantees from networks, they just have the trust of their audience. If they betray that trust, they don’t have a show. So, every choice our creators make has to protect that audience and their trust. While that can sound like a heavy burden, it actually clarifies the work. Indie creators just have to ask how this will help their audience. If it doesn’t help, they have the power to say no. Start Doing Crunches – Jordy’s old boss said it best: Everybody wants a six pack. Nobody wants to do the crunches.” To excel as an indie creator, you have to be willing to do the crunches, even when it’s hard. That means getting in the weeds with your CPMs and talking to advertisers, relentlessly taking care of the audience and finding value for them, and constantly improving your ad reads. Marketers, if you find an indie creator who’s succeeding, you know they’ve been doing their crunches. True Partners – When you have a big network, it’s easier to make a quick buck, but for Hala and the Meiselas brothers, it pays to be selective with their brands. They only partner with advertisers they believe in, who have a strong audience fit, and who succeed on the show. As with most things indie, the effort is greater, but so is the reward. That’s how shows like Hala’s can punch above their weight in profitability and impact. For more honest insights from indies who are putting in the work and delivering for brands, you owe it to yourself to check out the full episode below. The Classifieds The Drama Bros are In, and the Tea is Hot Network: Up North Management Group / Monthly Downloads: 155k Entertainment can bring joy to a single person, but it doesn’t achieve pop-culture relevance until enough people want to talk about it. That nexus point is the home base for Aaron and Jo, a YouTube channel that reacts to trending TV, niche streaming content, and nostalgic kids films. Between their reactions to out-there moments is a consistent level of commentary and humor that is not to be missed. Since launching the channel, they have built a subscriber base of nearly 500k viewers and a consistent level of engagement per video that shows a fervent interest from a loyal audience. As the content consistently covers more female-skewing fare, their demo is made up of mostly Millennial women interested in reality TV and long-form video. You might not be here to make friends, but if you’re interested in a stunning new test, click below for more details. Get The Deal The Internet’s Favorite Vice Presidential Meme Finally Has a Podcast Network: E.A. Media / Monthly Downloads: 50k You know the meme: chubby cheeks, wild curls, a rosy-faced caricature of the VP riding a magic carpet and asking absolutely everyone if they said “thank you”. The internet built an entire alternate-universe version of JD Vance, and that universe now has a podcast. Aidan Delbis, the Bugonia actor so eerily similar to Big JD that casting him may be the greatest trolling in cinema history, hosts a weekly show in full form, covering gratitude etiquette, couch discourse, and why “pwease and tank you” should anchor all international diplomacy. The show is recorded, appropriately, from a couch,  and is downloadable in 47 countries. Inventory is available; you don’t even have to say thank you. Get The Deal In Case You Missed It Radio Measurement Expanding? It’s About Time Magellan AI launched a Broadcast Radio Attribution tool that integrates AM/FM radio into the same measurement workflow it already uses for channels such as podcasts, streaming audio, and CTV. Magellan AI joins Claritas and Podscribe in bringing more attribution options to radio, and that is long overdue. When three major audio measurement players all see value in solving the same problem, it becomes harder to treat radio like an unmeasurable, traditional channel. Read More Tech Startup Claims to Track the Untrackable Silicon Valley startup TrueView Analytics announced it has cracked attribution across the three channels that have confounded media buyers for years: YouTube embedded ads, Spotify’s baked-in ad products, and traditional broadcast radio. Their methodology, called Relational Convergence Mapping, cross-references longitudinal brand sentiment, declared audience intent, passive behavioral resonance, and predictive mood alignment indexing to determine true campaign impact. Each reporting cycle concludes with lead analysts placing both hands on the Predictive Consensus Node, allowing latent market signals to resolve into a unified cost per lead. Early results across beta partners have been promising. Oxford Road is currently vetting the platform for full integration, though onboarding has stalled pending a formal review of whether the required candles violate our building’s fire safety protocol. Read More AdsWizz Teaches Its DSPs to Read the Room Big news in the programmatic world: AdsWizz integrated Barometer’s episode-level suitability and contextual targeting across its platform and connected DSPs. The setup lets advertisers apply episode-level standards before bidding, using contextual and sentiment analysis instead of keyword blocking. AdsWizz says that it can reduce false positives and expand eligible inventory. Barometer’s move beyond keyword blocking to contextual and sentiment analysis is welcome news, especially with AdsWizz making it part of the platform instead of an extra layer. That makes brand suitability more useful to advertisers who either had to pay extra for brand safety or relied on manual methods. Read More #SaveTheLiveReads Chew on This Ruff Read, We Said What We Said The spotlight is on What We Said hosts Jaci Marie and Chelsey Jade this week for their stellar recommendation of Chewy, every pet parent’s favorite go-to delivery service. The read itself feels like you’ve been pulled into a group chat about dogs, tummy issues, and online shopping wins. They kick things off with an endearing hook about Sophie the Great Dane, then seamlessly weave in how Chewy fits into their real lives with auto-delivered food, supplements, and those inevitable random pet needs without it ever sounding forced. Their authenticity really shines through, especially in the small, off-hand moments about Lady eating something questionable and needing support. The range of products and services is naturally covered in the conversation, and the convenience factor of fast shipping and a seamless buying experience comes through clearly. What truly makes this read stand out is the gals’ tones: playful, a little chaotic, coming across very pet-parent confessional yet still grounded in real utility. By the time they deliver the offer, it feels like a no-brainer recommendation from people who genuinely rely on Chewy, not just a scripted brand deal. If you want to hear what this purrfect read sounds like, click the link below. Listen Here Contact us for a Consultation  OXFORd In The News Independent Podcasts Aren’t the Underdog, They’re the Top Performers Our latest ORBIT rankings on the Top 15 Performing Independent Podcasts landed across Podcast News Daily, Podcasting Today, Podnews, Sounds Profitable, Tropical Podcasting, and Podcast Business Journal, all anchoring on one headline stat: 80% of the top 15 performing podcasts are produced outside major networks. The data reinforces what we’ve been saying all along: independence isn’t a limitation, it’s a performance advantage. Check out the full ranker and insights here. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

How does an audiophile thrive in the era of YouTube? How can two circles solve everything? Find out in the first video podcast of Ad Infinitum, featuring the legendary sonic sage Dallas Taylor! That’s right, the world’s only podcast solely dedicated to audio ads is back, now in video! Today, we present to you Ad Infinitum Season 4, Episode 1: “Two Circles: Dallas Taylor on Podcasting, YouTube, and Creative Identity.” Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes award-winning sonic guide Dallas Taylor (Host, Twenty Thousand Hertz, and Founder, Defacto Sound) to Headgum Studios for a creative masterclass about achieving great work time and time again. Stew and Dallas talk: Why the Audience Comes Last, Two Circles, Going Off the Rails, and more. Let’s dig in… “ I’ve always been a sound designer. I’ve been somebody who wanted to craft and create and celebrate sound, then I use the tools around me to tell everybody about how cool this is. I don’t really have any emotional or identity in the tools. That’s why I don’t say I’m a podcaster.” – Dallas Taylor (Host, Twenty Thousand Hertz, and Founder Defacto Sound) “The Audience Comes Last” – This Rick Rubin quote brings clarity to all creative work, including for your brand. Take Dallas’s starting place for a project: who he is and what he cares about. If you want to make anything new, anything that will stand out (and marketers, yes, you do), you can’t start with what the audience is asking for. Instead, you need to start with your identity and passions. Then, when you’ve made something to the best of your abilities, see how the audience responds. Two Circles – 7 months ago, two circles made Dallas believe he’d have to shut down his decade-old podcast. The first was a small circle containing audio-podcast listeners who could love the distinctly sonic Twenty Thousand Hertz. The second, a multi-billion-person circle of TikTok, IG, and YouTube audiences, reachable only via video. But after a chat with Stew and sage James Ingrassia, Dallas saw that he could have both. He drew two new circles: Mindset (how to get on board with the shift) and Workflow (how to do the work). The result? Distinct video stories about audio that complement the podcast, a growing fanbase, and using the available tools to celebrate audio. Again, start with what matters to you and track the audience response. Go Off the Rails – How do you make great creative work? Build a trusted process… and be ready to abandon it when need be. At the mix stage of Pluribus, Dallas heard stories of Vince Gilligan asking for everyone’s opinions. He invited new elements that could challenge and disrupt what he believed. The lesson? Build a track, get derailed by the unexpected, then integrate the new pieces into your journey. (Kind of like how the best podcast ads come from ad libs, not copy points. #SaveTheLiveReads) Want more insights on unlocking creativity again and again from two champions of audio creativity? Tune in to the full episode here: The Classifieds This Rogue Indie is Your Perfect Campaign Companion Network: SiriusXM Media / Monthly Downloads: 500k This week’s Classified section is a tribute to some of our recent winners at the inaugural Indie PaC Awards. Our first winner has been featured three times already in our ORBIT rankings, which helped them solidify the ‘Highest Impact‘ award Sunday night. Tabletop Role-Playing games have been seeing a rise in popularity as of late, from video games like Baldur’s Gate 3 and Cyberpunk 2077 (yes, this game is based on a tabletop game of the same name) bringing the genre into the forefront of the industry, while movies like the Dungeons and Dragons: Honor Among Thieves brought the allure of dice-based campaigns to the silver screen. Before that, people like prominent voice actor Matt Mercer paved the way for D&D campaigns to become mainstream entertainment. He and his wife, fellow VO Marisha Ray, assembled their highly talented group of friends to gather around a table each week, cracking jokes and skulls along the way. They have spent the last 11 years cultivating a highly engaged and very supportive community, which has led to their show performing well for a variety of advertisers here at Oxford Road. If you’re looking for a critical success, roll that D20 via the link below. Read More Get The Deal These Startups Bring In Big Business Performance Network: The Launch Partnership / Monthly Downloads: 250k Our second winner of the week is so passionate about indie businesses that he not only has an entire show devoted to highlighting them, but also a network! Jason Calacanis, the host of This Week In Startups, and our winner for ‘Best Independent Business & Entrepreneurship’ podcast, loves startups. He has spent the last 16 years highlighting the best advice for those looking to take the business world by storm, even though they’re just starting out. He has also built his network, The Launch Partnership, to co-defy this mission, and the list of companies that they have sponsored on their road to success is truly astounding. Calacanis isn’t just talk; he has been a key part of brands like Uber and Calm through his work as an “angel investor.” His advice is worth millions, yet he willingly gives it away to anyone who will listen each week on his podcast. This show is great not only for brands looking to reach business-minded individuals, but also for those who find that their messaging relates well to self-starters and the highly motivated crowd. If you’re ready to add this surefire investment to your test plans, start by clicking the link below. Get The Deal In Case You Missed It Edison Dials to Infinity and Beyond for 2026 Insights Edison Research’s Infinite Dial 2026 shows that podcasting and online audio are continuing to move further into the mainstream. Monthly podcast reach climbed to 58% of Americans, 12+, weekly reach hit 45%, and 57% now say they both listen to and watch podcasts. In-car podcast usage continues to rise, and adults 55+ are helping drive the growth of online audio. The podcasting tent keeps getting bigger, which is good news for marketers, but it also means podcast planning is becoming more nuanced. Growth among the 55+ demo is a reminder that podcasting is no longer just a younger-skewing play, and that matters when older consumers often have more disposable income. Read More Podcasting Manages to Sustain a Year-Over-Year Bump A new FMR Associates/Eastlan Ratings survey suggests podcast listening did not fall back after the election cycle. Weekly podcast listening among adults 25–64 held at 40%, up sharply from 24% in 2024 and roughly in line with 2025 levels. The election bump for podcasting stuck. The other real takeaway from this survey is video: YouTube leads, as expected, but Instagram and TikTok are showing up next, even at just 10%, suggesting social platforms may be better positioned than Netflix or Spotify to win share of video podcast consumption. Read More Creator Spend Projected to Hit $21B eMarketer projects U.S. creator spend will reach $21 billion in 2026, nearly double 2022 levels, with nano and micro influencers accounting for about half of that spend. But the economics are getting tougher: distribution is becoming more expensive, organic reach is weakening, and marketers are increasingly relying on paid support to make creator-led content work. The creator economy is still growing, but it is increasingly looking like paid media. If podcasts are working for your brand, the broader creator economy is an obvious extension, especially for social-first audiences. Creator spend is already larger than audio combined, which tells you how big the opportunity has become. Read More #SaveTheLiveReads It’s Time to Amp Up Your Spring Decor with Wayfair This week’s #STLR is for anyone thinking about a Spring refresh but unsure where to start. Up and Adam!’s Adam Newell delivers a standout Wayfair read, opening with a forward-looking hook about upgrading your space for 2026 that immediately sets an aspirational yet approachable tone. He blends brand messaging with a personal glimpse into life with his husband, Jason, creating a vivid and inviting entry point into redecorating. The read keeps strong momentum, balancing humor, honesty, and utility. Key benefits like style, selection, budget flexibility, reviews, filters, and assembly services are woven in seamlessly, building cleanly to a compelling call to action. The result is a masterclass in host reads: engaging, relatable, and persuasive without feeling forced. If you are looking to elevate your own reads, this one is worth studying. Listen Here Contact us for a Consultation  OXFORd In The News The First-Ever Indie PaC Awards Just Crowned Independent Podcasting and Creator Media’s Best. See Who Took Home Hardware. We threw our first-ever awards show at SXSW, and Killer Mike hosted it. Yeah, that happened. The inaugural Indie PaC Awards celebrated the independent podcasters and creators who built this medium from scratch. No network, no safety net, just talent and an audience that showed up. Winners were chosen using our ORBIT performance data and an independent jury of industry heavyweights, so the hardware actually meant something. Steven Bartlett swept the night, taking home both ‘Best Independent Interview Show’ and ‘Independent Creator of the Year’ for The Diary of a CEO. Tim Ferriss earned the ‘Oxford Prize in Podcasting’ and used his moment on stage to recognize the other creators in the room who shaped his journey. Hala Taha spoke about betting on herself when nobody else would. The whole night was a reminder of why creator media hits differently. These aren’t anchors reading from a teleprompter. They’re people who built something real, and advertisers who get that are winning because of it. Year one is done. Year two is already on our minds. Full list of winners at indiepac.com. 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

Podcasting began with a dream and a mic, but to reach the world, they often benefited from having someone in their corner, like this week’s guest. On a new Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts indie-creator advocate Brendan Monaghan (CEO, Libsyn, and Founder, Megaphone). Libsyn is also the founding sponsor of our Indie PaC Awards, which is an extension of their 20+ years of support for independent creators. Join Dan and Brendan as they cover: Indie Wins, Definitions, The Creator’s Voice, and more. Let’s dig in. “For us, it’s: how do we think about bringing revenue to [creators] and helping them fuel their dreams on the business side?” – Brendan Monaghan (CEO, Libsyn) Indies Hit Different – Whether brands realize it or not, they have a vested interest in supporting indie creators. Why? 80% of the top shows ranked by ORBIT are independents. Indies consistently punch above their weight in regard to ROI. Marketers, if you have an out-sized indie performer in your campaign, odds are you owe Libsyn a “thank you.” And if Indies aren’t a part of your strategy, you’re leaving performers on the table. The Definition of Independence – What makes a show independent? In part, it’s what they aren’t: no big network, no outside influence, no celebrity vehicles, no safety net. In other words, indies are creators where your support makes a vital difference. Podcasting is a fragile meritocracy where independent voices can only make an impact if they can distribute and monetize from day one. Then they’ll have a chance to find their audience. The Voice of the Creators – There’s one play you need to steal from Brendan’s business playbook. No matter the issue, he approaches it from the mindset of his core customer, the creators. Take AI: we have 10% improvement tools for creators (transcriptions), but where’s that improvement going to come from, and can you make that tool first? Marketers, bring the voice of your customers into your most important discussions and give them what they ask for. For more insights on independent creators and why they’re vital to marketers, check out the full episode below. The Classifieds They Make The Rules, So Get In Their Line-up Network: Audioboom / Monthly Downloads: 100k Of the 224 scripted series on TV and streaming last year, only 49 of the creators were women, and just 27 were BIPOC (Black, Indigenous, and People of Color). When Issa Rae created the iconic YouTube series Awkward Black Girl, and became the writer and star of HBO’s Insecure, she instantly cemented herself as a prominent cultural creative with a unique voice. Now, at the tenth anniversary of the show’s premiere, Rae and showrunner Prentice Penny are sitting down to view the long-term ripple effects that their show has created. Besides earning multiple Emmy and Golden Globe nominations, the show had a stunning influence on the industry at large, and the work itself calls for retrospection and candid critique. This simulcast opportunity premieres on 4/27, and will be produced by Rae’s production company HOORAE Media. If you’re not too insecure, click the link below for more information. Get The Deal This Business Baddie Makes Bank Network: Flight Studio / Monthly Downloads: 40k Flight Studio has been hard at work expanding its roster of shows, and with that investment comes a fresh new podcast from an intriguing source. Maggie Sellers Reum both invests in brands and has developed a brand of her own. She works as a coveted multi-hyphenate: investor (Allara, De Soi, Sydecar), entrepreneur, writer, influencer, and now, podcast host. This self-improvement and business-focused offering is perfect for those who want to get a little hotter, a little smarter, and a whole lot richer. Sellers Reum interviews a multitude of guests who can help you achieve those goals, and always frames dreams as attainable and worth the effort. For women looking to become their best selves, this podcast offers many informed opinions on topics ranging from life after divorce to social media beauty trends.  If you’re ready to get advice from one of the newest, brightest stars in the biz, click the link below. Get The Deal In Case You Missed It Small Slice, Big Signal: Podcasts Punch Above Their Spend Guideline’s latest Digital Audio Market report says digital audio remains under-monetized relative to usage, reaching 58% of U.S. adults while capturing just 2% of media dollars. In the U.S., podcasts drove 77% of digital audio ad revenue growth in 2025 despite accounting for just 31% of media spend. Guideline projects total U.S. digital audio ad spend will grow from $2.6 billion in 2025 to $2.9 billion in 2026, with podcasts rising to 35% of category spend. We know audio is under-invested relative to consumption,  but the bigger news here is podcasting’s growth in a soft market. That tells you marketers are investing in a channel that drives business impact. For brands with limited investment, this is a signal to get more aggressive. Read More Lights, Camera, Collective Bargaining: Video Podcasts Enter the Union Era As video podcasts expand onto streaming platforms, SAG-AFTRA is increasing its efforts to organize the space and define how those projects should be managed. The article points to Netflix’s The Pete Davidson Show signing a SAG-AFTRA podcast agreement, noting that the union already has two podcast contracts in place, and says it expects to expand coverage across more shows as video podcasts increasingly blur the line between podcasts and streaming shows. More structure and standards would be good for marketers. We suspect SAG-AFTRA will have the most influence at the top end of the market, where the biggest names already resemble traditional talent and might even already belong to the union. That likely means established creators get more expensive, while much of the broader creator economy remains too fragmented to organize in the same way. Read More Magellan Brings Podcast Measurement to the Locals Magellan AI has integrated Nielsen DMA data into its platform, giving advertisers a standardized way to measure podcast performance at the local market level. Buyers and sellers will be able to evaluate podcasts’ impact across Nielsen’s 210 markets and compare podcast results more directly with channels like linear TV and radio. Many marketers still see gaps in podcasting’s audience measurement. This partnership will help close part of that gap by giving advertisers visibility into delivery at the DMA level, which is especially valuable for brands that buy nationally but need to understand performance in their most important markets. Read More #SaveTheLiveReads No Need to Prolon(g) Your Health – Listen to Your Friend Tinx Lifestyle personality and content creator Tinx is this week’s stellar read after recommending Prolon on her show, It’s Me, Tinx. Tinx kicks things off by acknowledging the universal truth that long work weeks and chaotic weekends can leave anyone feeling like a slightly crumpled human, which makes the idea of a five-day reset so appealing. The way she explains Prolon is refreshingly simple: five boxes, five days, no planning, no chaos. Just open the box and trust the process. What really makes her read fun, though, is her personal storytelling. She’s been on the Prolon train since before her influencer era, which adds a little credibility flex without feeling braggy. Her tone stays light, self-aware, and conversational the whole time, like she’s sharing a wellness tip in a group chat rather than delivering a sales pitch. By the time she gets to the discount and bonus gift, it feels less like an ad and more like a friendly nudge toward a tiny five-day glow-up experiment! If you want to cleanse your ears with a great read, click on the link below. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

B2B marketers don’t have the luxury of choosing between building brands or boosting ROI, they need to do both. So how do you do it? You listen to this week’s special guest, who’s spent her entire career managing this delicate balancing act. On this week’s Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts veteran CMO Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation). Laura’s been everywhere, including prime time with the NFL, where she learned brand-building, to CMO roles at podcast mainstays like LegalZoom and Constant Contact. Join Dan and Laura as they cover: The Numbers, B2B Storytime, The Arms Race, and more. Let’s dig in. “ I want you to feel great about our brands, and that you trust them, but I also want you to transact.” – Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation) Know Thy Numbers, Love Thy Tools – Laura has two key tips for CMOs. First: know your numbers well. Whatever’s most important for the business, get in the weeds and make sure you’re tracking it. Second, embrace the tools at your disposal. The tech stack is constantly improving, so it pays to get curious about what’s out there and see how it can drive your key metrics. (Steal Laura’s idea for a Shark Tank day where vendors pitch you new tools.) Why B2B loves Podcasts – B2B companies don’t always have a physical product, which makes podcast endorsements a dream format. Hosts can just tell customers a story that helps listeners feel what it’s like to use the product. Laura remembers the “a-ha moment” when she first heard an ad hoc story about using her product. That transformed the ad from a list of dry features to something organic, persuasive, and alive. B2B wins on podcasts because it gives listeners more time to feel the story. Stay out of the Arms Race – Sometimes you’re the biggest company, and you can press your advantage, but most companies can’t compete in every channel. That’s why you need to know your space and look for your strategic advantage. Get sharp with your public-facing hygiene (up-to-date Wikipedia & accurate Reddit moderation), since that will drive AI search results. Turns out forced scrappiness can be a blessing in disguise. For insights from a CMO who’s thrived in B2B through changing landscapes, check out the full episode below. The Classifieds This Hilarious Four-Leaf Clover Is Your Testing Good Luck Charm Network: Acast / Monthly Downloads: 30k March is a double header for heritage months, and our first classified is in celebration of Irish-American Heritage. Hosts Tommy Tiernan, broadcaster Hector Ó hEochagáin,and podcasting producer Laurita Blewitt are beloved figures in the Irish comedy scene. This seasonal offering often records at live shows, which creates an electric back and forth between these hilarious hosts and a highly receptive audience. Their style of humor is aligned with conversational bits that often involve wild stories, vivid recollections, and outlandish impressions. For those keyed into the Irish comedy scene, or who want to connect back to their homeland, this podcast has been consistently lauded as a comfort. Advertisers with broad international appeal have historically leaned into that messaging in creative reads, often with great success. The newest season has yet to premiere in 2026, so there’s still time to book your test today. If you’re ready to visit the Emerald Isle, click the link below. Get The Deal A YT Legend Dives Deep Into the Shadowy Side of Life Network: Red Seat Ventures / Monthly Downloads:  770k Our second classified opportunity is in celebration of Women’s History Month, and who better as a representative than legendary YouTuber Bailey Sarian. The morbid makeup queen has been a mainstay in the true crime ecosystem for half a decade. Sarian built a niche genre into two podcasts and a YouTube channel that boasts nearly 8 million subscribers. Bailey is universally praised for her high production value, thorough research, and makeup skills. Though her bread and butter is true crime, Dark History covers a broader spectrum of topics, including tales of the occult, scams, and historical atrocities. These episodes have a less constrained structure than her past content, allowing her to connect more easily with her fans while showcasing her ribald humor. This is recommended for those seeking top-tier opportunities in True Crime and History that are female-skewed or heavily video-driven. Creep down into the murky dark with us by clicking below for more information. Get The Deal In Case You Missed It Video Podcasts Are Growing. Apple Is Playing Catch-Up This week, we’re starting off with Coleman Insights look at Apple’s renewed push into video podcasts. Apple has supported video via RSS since 2005 but largely stopped promoting it. Today, 85% of consumers define podcasts as audio or video (up from 75% in 2023), and 77% say they switch between formats. That shift should be a tailwind, but Apple’s audience is aging: among 18–24s, Apple Podcasts usage falls to single digits. Apple is playing catch-up on video, and the move is smart in one important way: it sets Apple up to be more advertiser-friendly. But the article’s warning stands: YouTube has a multi-year lead in video (and it’s why Netflix, Spotify, Hulu, and Apple will struggle to catch them). The marketing implication in 2026 is straightforward: if video podcasts are on your plan, YouTube should be the centerpiece, with everything else treated as experimentation. Read More The Audio Strategy Gap That Marketers Still Haven’t Solved An EMARKETER survey commissioned by Amazon Ads finds 67% of marketers now include streaming audio and podcasts in their media mix. The top cited strength is incremental reach as their main motivation for choosing their media mix (52%). Marketers also see commerce potential: 25% believe consumers shop while listening, which skews performance. The biggest constraint on scaling spend remains ROI measurement (55%). Audio attribution has improved, but reliable measurement is still a challenge for marketers. This survey shows the gap is real. Marketers say the top reason to buy digital audio is incremental reach, but many still judge it like a pure performance channel. The move for 2026: use audio to extend reach and drive performance, and work with your partners to gain confidence in measurement. Read More Brand Lift Is the Incrementality Metric Marketers Need Signal Hill Insights looks at how brand lift studies measure incrementality by comparing exposed vs. control group reactions. In this case study: a YouTube podcast ad campaign for a home internet brand showed a 12-point lift in consideration (52% exposed vs. 40% control baseline). Even brands with high awareness (72% familiarity) can see demonstrable incremental lift in mid-funnel metrics. For marketers looking to improve audio measurement, add brand lift studies to your toolkit. They quantify incrementality by comparing exposed and control groups, which gives you proof of impact beyond clicks and last-touch attribution. Read More #SaveTheLiveReads Putting Acorns Away Early Doesn’t Have To Be Pedantic For this week’s stellar read, we’re spotlighting Dr. Mona Amin, host of The PedsDoc Talk Podcast. She opens her Acorns Early sponsorship with a quick story about her son’s crafting, immediately connecting with parents listening. The moment naturally leads into a conversation about teaching kids the value of money, making the brand feel like a real solution rather than a scripted insert. Dr. Amin highlights features like the chores tracker and savings goals through the lens of her own parenting, keeping the message simple, relatable, and sincere. It’s a strong reminder of the value of working with creators who truly understand their audience and know how to integrate a brand into the conversations listeners already trust them for. If you want to hear this thoughtful read in action, listen via the provided link. Listen Here Contact us for a Consultation  OXFORd In The News The Indie PAC Awards Get the Hollywood Reporter Treatment The Hollywood Reporter is talking about us… and we’re not mad about it. The inaugural Indie PaC Awards got its first major press hit ahead of our March 15 debut at Podcast Movement Evolutions during SXSW in Austin, TX. Independent podcasters and creators built this industry from scratch. Sunday, we celebrate them. Grab your spot here. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

This year, America celebrates its 250th birthday. Trust in institutions is at an all-time low. AI is landing like an alien invasion. Nobody knows what’s coming or who to trust. So, is the American idea still alive? Meritocracy, free speech, open exchange? It’s hard, but it’s alive in podcasting and creator media. The greatest canvas for the free and open exchange of ideas, with no gatekeepers, no FCC, no program directors deciding what can and cannot be said. That’s been the spirit of this medium for more than two decades. Pirate radio for the internet age. But as the money has flowed in, consolidation has followed. Networks bought up shows, platforms locked creators into exclusive contracts, and some shows now have 20 minutes of ads per hour. Some of us came from radio. We left for a reason. Now, we’re watching parts of this industry try to rebuild the thing we escaped from. So, we decided to do something about it. Today, we’re announcing the first-ever Independent Podcast and Creator Awards (Indie PaC), happening at SXSW in Austin on Sunday, March 15th. The ceremony will be hosted by Killer Mike, the Grammy-winning artist, entrepreneur, and advocate for creator ownership who has built his career on the same principles of independence the awards celebrate. There’s nobody better to host this. Libsyn (Liberated Syndication Inc.), a longtime champion of independent creators and the leading podcasting platform for both creators and advertisers, is serving as the founding sponsor. This is the only awards ceremony exclusively for independent creators. No corporate shows. No celebrity vehicles. No platform exclusives. Jury-voted awards judged by Ashley Flowers, James Cridland, Hernan Lopez, and Gladwell Mwangi. The ORBIT Influence Awards based on real performance data. Patron Awards for the brands investing most in independents. And The Oxford Prize in Podcasting for lifetime achievement. Nominees include Steven Bartlett, Theo Von, Lex Fridman, Tim Ferriss, Shawn Ryan, Kill Tony, and dozens more, plus breakthrough creators like Kendall Rae, CreepCast, Jomboy, and Hala Taha, who are all building real audiences from the ground up. When we look at our ORBIT rankings, built on over $1.6 billion in campaign data, the independents consistently win. They work harder, they care more, and they deliver better value. It’s the difference between going to a local restaurant where the owner is cooking the food and hitting a fast-food drive-thru. This is Year One. It’ll be a little gritty, but independent creators tore down the gates and proved you don’t need anyone’s permission to build an audience that trusts you. And the establishment is starting to take notice. Today, Caitlin Huston at The Hollywood Reporter broke the exclusive on the Indie PaC Awards, recognizing this movement and the creators who are driving it. In a year when the American Experiment feels like it’s fraying, this is where it’s working. This is the new town square. Sunday, March 15th. Sounds Profitable Stage at Skybox on 6th. Austin, TX. 4:30 PM. Full details are available at IndiePaC.com. Listen to the full announcement on The Media Roundtable below, and read The Hollywood Reporter’s exclusive coverage here. The Classifieds These Famous Friends Stop Getting Nice, and Start Getting Real Network: Nativ.ly / Monthly Downloads: 350k In the first two minutes of this brand-new podcast, rapper Lil Dicky, joined by his wife Kristin Batalucco and friend Benny Blanco, exclaims, “… in this new multi-media format. Notice how I’m not using the word podcast…it’s so much more than a podcast.” Though our founder, Dan Granger, would likely disagree, it’s not surprising that this intrepid creator wants to emphasize the groundbreaking nature of this entry. Through his music videos and TV show Dave, Lil Dicky has always distinguished himself as a creator and comedian. In this sit-down simulcast show, filmed with multiple cameras in his LA home, the hosts try to reestablish the idea of a hang sesh and enliven the medium through artistic editing and sight gags. Though the ad read will undoubtedly feature a creative and production value associated with brand dollars, the format’s flexibility also aligns closely with performance-based advertisers. You don’t have to “blow that bank” to get in on this amazing offer. It’s time to “$ave Dat Money” by clicking the link below. Get The Deal Lore No Longer, the Spotlight Is Here Network: Podcast Nation / Monthly Downloads: 800k Though Eleanor Neale is quite young (she’s only 27), she has already been crowned the queen of the UK YouTube True Crime scene. Since 2018, the redheaded Brit has been making long-form content on famous murder cases, unsettling topics, and deep dives into little-known lore.  Her channel and podcast have amassed millions of loyal followers who tune in each week to hear her clear-cut reporting on distinctly unsettling information, delivered in her signature straightforward manner. Her brand is closely aligned with a research-based approach with an earnest focus on victims’ rights. Her long-running podcast recently found a new home with Podcast Nation, which is offering placements in both new episode releases and the extensive back catalogue. Clients with an international consumer base are strongly recommended to test into this female-skewing offering. This might seem like a folktale, but you can discover the real value of this opportunity via the link below. Get The Deal In Case You Missed It TikTok Goes Long…Form TikTok continues its long-form podcasting push with “TikTok in the Mix,” a four-episode live series featuring artists who broke out on the platform. This comes on the heels of TikTok’s November 2025 partnership with iHeartMedia to launch the TikTok Podcast Network. If you think of TikTok as a place for short-form content, please pay close attention. TikTok is branching out into long-form content. Keep an eye on the platform for investing in independent creators and their fandoms to capture highly loyal audiences for branded content. Of course, wait until there’s a way to measure performance, because that should be an industry requisite for anyone entering into the space. Read More Stop Renting Fans – Start Joining Them The Drum’s roundup of 15+ agency leaders argues sports marketing is shifting from “renting attention” via logo placement to earning relevance inside fan communities. Tentpole sponsorships matter, but brands can make those investments work harder through social, creator partnerships, and always-on engagement. Emerging leagues and niche communities are efficient campaign add-ons where brands can participate more authentically and measure impact directly. Keep the NFL money where it is. Tentpole rights buy reach and legitimacy; sports radio, podcasts, and creator partnerships are complementary, delivering credible, always-on access to the fan’s daily routine. Shift a portion of the budget to extend the sponsorship into community participation between games, not just on game day. Read More You Don’t Want to Skip This Revelation In a recently released report, Bumper argues that podcast ad skipping is real, but routinely overstated when measured via surveys. Using episode retention histograms from Apple, Spotify, and YouTube, they quantify “ad retention” by comparing the audience present during an ad break vs. the audience that likely would have been absent, skipping. Across many client shows, they often see 90%+ ad retention. However, longer ad breaks correlate with more avoidance (publishers: please note). In conclusion, don’t default to “everyone skips”; it’s more nuanced than that: consumers don’t do what they say they do. They over-claim ad skipping in surveys. Plan on observed, measurable retention, not self-reported attitudes. Read More #SaveTheLiveReads The Professor’s Lesson On Attracting the Best Talent Is Indeed Perfection In this week’s entry, we get to see how Scott Galloway makes Indeed feel like an absolute essential tool for those who want to get serious about hiring. On his hit show, Prof G Markets, he speaks directly to his audience of founders and business decision-makers who understand that talent is leverage, and leverage drives growth. By spotlighting the 90% higher likelihood of making a hire with Indeed’s sponsored job feature, Scott anchors the message in performance and ROI, the language his audience respects. He cuts through the chaos of sorting through resumes and reframes hiring as a competitive advantage, not a chore. The $75 job credit lowers the barrier to entry for anyone interested, making it an easy, smart move for those ready to scale. In classic Galloway fashion, this feels less like an ad and more like sharp business advice: build the right team, win the market. His tone is also calm and soothing, fostering quiet trust in his recommendation that is neither forced nor inauthentic. If you want to hear how a pro gets things done, listen via the link below. Listen Here Contact us for a Consultation  OXFORd In The News For Sports, ORBIT Says Niche Is the New Major You read it here first, but our latest ORBIT rankings on the top-performing sports podcasts were featured in eMarketer, highlighting how niche categories are outpacing the major leagues in advertiser ROI. The coverage explores our findings that motorsports, participatory sports such as fantasy sports and golf, and even NFL off-season content are generating stronger results than traditional in-season programming. The takeaway for marketers? Passion beats popularity, and we have the data that backs it up. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

Lost in today’s media landscape? Or are you just curious as to how the industry got here? You need to go back to Marshall McLuhan, the grandfather of media literacy, and the grandfather of this week’s special guest. On this week’s Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) and Giles Martin ( EVP,  Strategy, Oxford Road) welcome the legacy media guru Andrew McLuhan (Director & Founder, The McLuhan Institute). Andrew’s work continues the legacy of his grandfather (Marshall McLuhan) and father (Eric McLuhan). The McLuhan family’s work is enormously relevant to marketers: it’s all about the effect that media and technology have on people. When marketers decide which channels to use and how to craft & place their messages, they would do well to draw on McLuhan’s insights. Dan, Giles, and Andrew are talking: Early Media Literacy, The Media is The Message, and Hot vs. Cool. Let’s dig in. “Nobody loves being sold stuff, so you’re already at a disadvantage. But people do love creativity. If that’s not a license to have some fun, I don’t know what is.” – Andrew McLuhan (Director & Founder, The McLuhan Institute) Early Media Literacy – Over 80 years ago, Marshall McLuhan had a wild idea: take new approaches to understanding literature and apply them to media and technology. That was the birth of ‘media literacy’, and it still has much to teach us about why people behave the way they do. One takeaway: in the post-linear video-electric age, advertisers need to sell a ‘vibe’, not a product. The Media is still the Message – Marshall McLuhan coined the phrase “The Medium is the Message” in 1958, talking to radio broadcasters worried about TV. It could also apply to audio podcasters worried about video. The truth is, people interact with audio and video differently (more on that below), so each plays a different role. One doesn’t replace the other. Marketers should ask themselves: what effect am I trying to achieve, and which medium is the best for that effect? So Hot. So Cool – At the risk of having an Annie Hall moment, let’s talk about McLuhan’s theory of hot and cool media. Cool media (like audio podcasts) make you participate more actively in the media experience by mentally filling in gaps in information. The richer the information (adding in video), the hotter the media, and the more passive the audience becomes. When you want someone to act (like most performance advertisers), cool media can mean the audience is more attentive and engaged. This could help explain the audio podcasts’ boost in response. For insights drawing from early radio dramas to Hollywood goats, you owe it to yourself to check out the full episode below. Your Monthly ORBIT Report – Feb 2026 Niche Sports Grab the Gold February is overflowing with sports, with the Olympics and the “Big Game” dominating airwaves. That’s why we used ORBIT (Oxford Road Benchmark Intelligence Tool) to analyze the top-performing sports podcasts and networks. Turns out there are plenty of Moneyball opportunities year-round, including our top shows: #3 F1: Beyond The Grid, #2, 2 Pros And A Cup Of Joe, and #1 Locked On NHL. And special shoutout to our top networks, who have proven that their phenomenal sports content earns a spot in any roster: #3 The Athletic Media Company, #2 Harris Football, and #1 Good Karma Broadcasting. Just like managing a salary cap, smart decisions can set your campaign up for a championship run. Here to help you build a performance dynasty is ORBIT. A few key takeaways: Niches get Riches. Just fell in love with curling? You’re in good company. 67% of our top shows came from niche sports. And it makes sense. With a general NFL show, listeners spread out across the various teams. For niche shows, the community rallies around a single host, feels a greater affinity, and acts on host recs more often. Motorsports are in pole position. Motorsports are over 25% of our Top 15 shows. More importantly, they’re reliable. Unlike the short-lived spikes of the “Big Game” or March Madness, motorsports deliver sustained momentum over an 8-month season. Brands: You can stay top of mind for a deeply loyal fanbase for most of the year. Sounds like a checkered flag to us. For the complete February ORBIT Rankings and methodology, check out the full report here. The Classifieds Podcaster of all Trades, Master of None Network: Amplitude Media Partners / Monthly Downloads: 100k Seasonal podcasts are difficult to pitch: They’re often only producer-read, run for a limited amount of time, and there’s often zero previous performance to compare to. That said, countless direct-response advertisers have tested these opportunities with high success rates and often rebook when new seasons launch. Our first such show, produced by The Lever, is available for sale through Amplitude Media Partners. Investigative journalist and screenwriter David Sirota hosts this historic look at US politics and the factors that now shape our modern world. The narrative flow of the production is rooted in a wry humor that buoys its more unsavory elements. Advertisers who have found success on highly produced documentary-style offerings or in public radio are highly encouraged to test season 2, launching this March. You can request a plan by clicking below for more details. Get The Deal The Past Always Has a Way of Finding Us Again Network: Daylight Media / Monthly Downloads: 50k Our second opportunity is a well-established podcast that recently began its 10th season and 20th year of production. Nick van der Kolk is the show’s longtime host and frequent interviewer. Our main story revolves around a mythical figure in one of the most dangerous gangs in US history: the Aryan Brotherhood. Leader Michael Thompson is sitting in prison when he decides to change his life, redeem himself, and become an informant. From the perspective of two anonymous women, the series opens its multi-episode arc, setting the stage for a true story that never stops delivering malevolent twists. This is a highly produced podcast featuring a variety of past direct-response top performers across multiple categories. Those who are looking for self-improvement-minded young professionals are highly recommended to test out the season’s last several episodes. Don’t stay radio silent, turn in your information via the link below. Get The Deal In Case You Missed It From Daytime TV to Anytime Pods The Kelly Clarkson Show and Sherri cancellations fuel fears that video podcasts are displacing TV talk shows. Cable viewership is down 39% since 2021; podcast listening time is up 355% since 2015 to 773M hours/week. Talk show producers now compete with podcasts for guest bookings. WGA West is urging union organizing around YouTube/podcasts as “the future of television.” Talk shows aren’t dying because the format doesn’t work. They’re going extinct because podcasts and YouTube now do it better, with lower costs and fewer gatekeepers. The audience moved first, as it always does when content is compelling and easy to access. Advertisers now must adapt to this shift in consumer behavior. Read More She Listens. She Trusts. She Buys. A Katz Radio Group survey found that 70% of women 18+ consider podcasts trustworthy, approaching broadcast radio’s 83% trust level, as female podcast listenership reaches near parity with men. Edison data shows that 45% of U.S. women listen monthly (52% when video podcasts are included), totaling roughly 60 million women. Among those who have heard podcast ads, 75% report taking action, and nearly half say podcast advertising improves brand favorability, especially for brands supporting women-hosted shows. With women now at parity in podcast consumption and 75% taking action after hearing ads, they should be a priority in podcast planning. Lean into women-hosted shows in particular, where the trust multiplier is real, and brand alignment carries more weight. Read More Radio’s Future Is Here, But It’s Not in Charge Yet Radio’s digital business continues to expand, now accounting for 24.4% of total industry revenue ($2.3B in 2025) according to RAB/Borrell. Since 2022, digital revenue has grown at an 8.3% CAGR while core broadcast revenue has declined 2.2%. Digital may be where radio’s growth lies, but it’s not the core business yet. Roughly three-quarters of ad dollars and nearly 90% of listening still lives in broadcast. For marketers, terrestrial should remain the foundation of the plan, with digital as the complement. Read More #SaveTheLiveReads Boll & Branch Pampers with Warm Luxury There are two types of people in winter: those who survive it and those who turn their beds into luxury retreats to escape it, just like Margaret Ables and Amy Wilson on their podcast, What Fresh Hell: Laughing in the Face of Motherhood.  Amy and Margaret are warm, relaxed, and full of those “wait, same” moments that make listeners lean in. Their genuine love for the cozy season shines through as they rave about their buttery soft Boll & Branch sheets. Margaret’s confession about sleeping hotter every year adds that perfectly relatable touch. Instead of listing features, they naturally fold in the benefits like 100% organic cotton, breathable comfort, softer with every wash, so everything is filled with enthusiasm rather than a scripted response. This live read also smartly ties the product to winter coziness, making it timely and emotionally resonant, while the sensory language helps listeners imagine the upgrade in their own bedrooms. Add in social proof with the 30-night guarantee, and a clear discount offer, and you’ve got a message that builds trust and urgency at the same time. By the time they tell listeners to “get cozy,” it feels less like an ad and more like two friends convincing you to level up your sleep for the rest of the season and all year long. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

History has seen the rise of countless monarchies, but very few have the grit and determination to stand the test of time. No, we’re not talking about the newest Game of Thrones spin-off; this is a historical dive into the rise of audio, from the early days of radio to the explosion of podcasts and beyond. The world’s only podcast solely dedicated to audio ads is back with a one-of-a-kind episode that aims to change your understanding of the medium forever. Presenting the Ad Infinitum Season 3 finale, Episode 16: “The Royal and The Regent: The Audio Monarchy.” Hosted by Stew Redwine (Executive Creative Director, Oxford Road) and guided by the “esteemed bard” and guest producer Jeanna Isham (Owner, Dreamr Productions), this episode takes you on a journey back in time to explore the meteoric rise of the “Audio Monarchy.” Throw out your history books and put on your headphones. This unusual episode explores how audio has become so dominant and how the kingdom can thrive going forward. The narrative spans from early TV jingles to YouTube CTAs, anchoring itself in the Six Sonic Laws of Audio Advertising, established by His Royal Highness, “King Radio”: #1 Attention, #2 Trust, #3 Memory, #4 Proximity, #5 Monetization, and #6 The Covenant (the promise not to abuse the listener’s time and to respect their loyalty). To discuss the above, the “council” includes: • Chancellor of the Airwaves: Kraig T. Kitchin (Senior Strategic Advisor, Oxford Road) • Royal Historian: Cynthia Meyers (Professor Emerita, College of Mount Saint Vincent) • Noble Scribes: Tom Webster (Partner, Sounds Profitable) and Paul Riismandel (President, Signal Hill Insights) • Brave Troubadours: Arielle Nissenblatt (Founder, Earbuds Podcast Collective), Dallas Taylor (host, Twenty Thousand Hertz), and Shaun Michael Colón (Director, The Age of Audio) Hear ye, hear ye: This is a must-listen for anyone interested in the business of sound. Join the Royal Council of Audio and step into the context of the monarchy. “Prince Podcasting was born on the principles of abundance, not scarcity, and focused on purposeful communication, not time sold to brands.” – Jeanna Isham (Owner, Dreamr Productions) Obey Thy Covenant – Six sonic laws have powered the rise of audio, but marketers would do well to heed #6: The promise not to abuse the listeners’ time and to respect their loyalty. Radio lost share as ad loads increased, and podcasts risk the same future if they’re not careful. Marketers, you can help in two ways: 1. Don’t make hosts read boring ads. Instead, let them innovate. 2. Support networks with low ad loads. Do these, and you’ll preserve the audio kingdom for generations (and improve performance too). Who Owns Audio? – Early radio should be both a blueprint and a warning. Because the power of ownership isn’t static, early advertisers controlled content by sponsoring shows (think Kraft Music Hall). Power shifted to the broadcasters in the 50s, but as media choices expanded, it became clear: the true power is in the hands, and ears, of the audience. They can always leave. Podcasting, just like its hosts, must continually give its audience a reason to stay. The Grateful Pod – The birth of podcasts was fan-led, not corporate. The first RSS-published audio file was a Grateful Dead song circulated as a protest against George W. Bush’s inauguration. It was an intimate desire to connect, piggybacked by an unforeseen technological possibility. Podcasts thrive when they monetize sustainably while preserving their original, authentic human spirit. The Classifieds When the Going Gets Tough, The Tough Get Going Network: Young and Profiting Media / Monthly Downloads: 15k After Trent Shelton left the world of professional football in 2011, he pivoted his focus to helping others, centered around self-improvement and personal betterment. Shelton has written several books and founded the Christian-based nonprofit RehabTime, which prioritizes mental health. In his weekly podcast on Young and Profiting Media, Shelton delves deeper into complex, emotionally charged topics such as motivational tools, facing hard truths, and confidence building. There are many opportunities to work with the show, whether on the podcast itself or through Facebook or Instagram Reels, which have an impressive reach totaling in the millions. Recommended advertisers include those with a sizable female consumer base or those seeking self-improvement podcasts that target both spiritual and personal growth. Be the change you want to see in the world, and click the link below for additional details. Get The Deal Ballin’ Out With Two Legendary Women Network: AMP Sports / Monthly Downloads: 200k The term “360” is used frequently, but for advertisers unfamiliar with the market’s potential, it can be unclear where to start. That’s where we come in: two opportunities with the potential to be tested across social, video, or audio. Our first Classified this week comes from the WNBA, which returns in May to celebrate the league’s 30th anniversary. Two of the sport’s legendary players, Candace Parker and current Indiana Fever star Aliyah Boston sit down every week to discuss what’s on their minds. Whether they’re detailing their perspective on in-game strategy or discussing their day-to-day lives, this twosome radiates positivity and assured confidence. Both brand and performance advertisers have found success by testing this opportunity and have also benefited from leveraging the show’s video production and social handles. Don’t wait ‘til the clock runs out to test this champion of a show. Take your shot at the link below. Get The Deal In Case You Missed It Bad Bunny Isn’t Just a Halftime Show Choice. He’s a Strategy Bad Bunny headlining the Super Bowl halftime show wasn’t a random decision; it was a part of a strategic and carefully calculated campaign led by the NFL. NFL SVP Marissa Solis stated league growth is “mathematically impossible without Latinos,” citing 39M+ US Latino fans currently not being reached by the brand. Spanish-language Super Bowl broadcasts drew 1.9M viewers (+340% vs 2014’s first Spanish broadcast). The league’s “Por La Cultura” campaign positioned Bad Bunny as a strategic growth play. From a marketing perspective, Bad Bunny headlining makes total sense. The Hispanic segment represents roughly 20% of the US population, is growing, and skews younger than the national average. The NFL isn’t a cultural trend setter; it’s following demographics and making a smart growth calculation. Marketers should take note: if Hispanic audiences aren’t a deliberate part of your strategy, you’re limiting future growth potential. Read More Sports Podcasts Spike 358% After Games Spotify data shared with eMarketer shows sports podcast consumption surges 358% in the days following games and 172% above average in the lead-up, revealing a growing window of opportunity for advertisers beyond live viewing. Emarketer frames post-event conversations as potentially more effective than pre-game because fans are emotionally charged, seeking analysis, and primed for messaging tied to outcomes. This research is useful for any marketer with sports audio in their mix. As a complement to live sports, audio sees its highest engagement in the lead-up to games and immediately after. That pattern makes intuitive sense, and this data confirms how fans actually behave—using audio to get ready for the game and to process what just happened. Read More The Streaming Wars Continue: Here Comes Hulu Emarketer reports that Hulu’s licensing of the standalone video podcast “We’re Here to Help” escalates the streamer podcast arms race. Unlike companion pods (Only Murders, etc.), this mirrors YouTube’s video-first strategy. Netflix has already launched a Pete Davidson original and secured deals with iHeartMedia (15+ shows) and Spotify. Emarketer warns that the expansion introduces new fragmentation challenges for marketers. It was only a matter of time before Hulu followed YouTube, Netflix, and Amazon into video podcasts, and more CTV platforms will follow. What’s unclear is how this inventory will actually be sold and what measurements will be available. Marketers should expect short-term uncertainty, with performance measurement likely limited or nonexistent in the interim. Read More #SaveTheLiveReads AG1 for Parents: One Scoop, Zero Chaos Elise Hu helps parents juggle the chaos of raising kids and managing life with the help of AG1! Her podcast, Raising Us: A Parenting Podcast, delivers this live read to busy parents juggling packed schedules, carpools, and nonstop responsibilities, making AG1 feel like the easiest victory of the day. By boiling nutrition down to one scoop and 20 seconds of your time, Elise turns healthy habits into her quiet morning ritual before the kids wake up, painting AG1 as a calming anchor before the daily chaos begins. With delicious flavor callouts, smoothie options, and a focus on consistency over perfection, Elise makes AG1 feel like it naturally fits into family life. Add in the strong reviews, money-back guarantee, and generous limited-time offer, and the read lands as motivating, reassuring, and refreshingly doable exactly what makes it such a standout in audio history books! Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

History has seen the rise of countless monarchies, but very few have the grit and determination to stand the test of time. No, we’re not talking about the newest Game of Thrones spin-off; this is a historical dive into the rise of audio, from the early days of radio to the explosion of podcasts and beyond. The world’s only podcast solely dedicated to audio ads is back with a one-of-a-kind episode that aims to change your understanding of the medium forever. Presenting the Ad Infinitum Season 3 finale, Episode 16: “The Royal and The Regent: The Audio Monarchy.” Hosted by Stew Redwine (Executive Creative Director, Oxford Road) and guided by the “esteemed bard” and guest producer Jeanna Isham (Owner, Dreamr Productions), this episode takes you on a journey back in time to explore the meteoric rise of the “Audio Monarchy.” Throw out your history books and put on your headphones. This unusual episode explores how audio has become so dominant and how the kingdom can thrive going forward. The narrative spans from early TV jingles to YouTube CTAs, anchoring itself in the Six Sonic Laws of Audio Advertising, established by His Royal Highness, “King Radio”: #1 Attention, #2 Trust, #3 Memory, #4 Proximity, #5 Monetization, and #6 The Covenant (the promise not to abuse the listener’s time and to respect their loyalty). To discuss the above, the “council” includes: • Chancellor of the Airwaves: Kraig T. Kitchin (Senior Strategic Advisor, Oxford Road) • Royal Historian: Cynthia Meyers (Professor Emerita, College of Mount Saint Vincent) • Noble Scribes: Tom Webster (Partner, Sounds Profitable) and Paul Riismandel (President, Signal Hill Insights) • Brave Troubadours: Arielle Nissenblatt (Founder, Earbuds Podcast Collective), Dallas Taylor (host, Twenty Thousand Hertz), and Shaun Michael Colón (Director, The Age of Audio) Hear ye, hear ye: This is a must-listen for anyone interested in the business of sound. Join the Royal Council of Audio and step into the context of the monarchy. “Prince Podcasting was born on the principles of abundance, not scarcity, and focused on purposeful communication, not time sold to brands.” – Jeanna Isham (Owner, Dreamr Productions) Obey Thy Covenant – Six sonic laws have powered the rise of audio, but marketers would do well to heed #6: The promise not to abuse the listeners’ time and to respect their loyalty. Radio lost share as ad loads increased, and podcasts risk the same future if they’re not careful. Marketers, you can help in two ways: 1. Don’t make hosts read boring ads. Instead, let them innovate. 2. Support networks with low ad loads. Do these, and you’ll preserve the audio kingdom for generations (and improve performance too). Who Owns Audio? – Early radio should be both a blueprint and a warning. Because the power of ownership isn’t static, early advertisers controlled content by sponsoring shows (think Kraft Music Hall). Power shifted to the broadcasters in the 50s, but as media choices expanded, it became clear: the true power is in the hands, and ears, of the audience. They can always leave. Podcasting, just like its hosts, must continually give its audience a reason to stay. The Grateful Pod – The birth of podcasts was fan-led, not corporate. The first RSS-published audio file was a Grateful Dead song circulated as a protest against George W. Bush’s inauguration. It was an intimate desire to connect, piggybacked by an unforeseen technological possibility. Podcasts thrive when they monetize sustainably while preserving their original, authentic human spirit.

Advertising always walks a fine line between building audience trust and breaking it. So, how does one find that ever-important line? That’s the question at the center of this week’s Media Roundtable: Industry Edition. Stew Redwine (Executive Creative Director, Oxford Road) is joined by our own experts Jillian Garner (Account Manager), Neal Lucey (EVP, Strategy & Planning), and Kyle Jelinek (VP of Client Services) to break down what’s driving performance in podcasting. From Podtrac’s new multi-channel ranker to Podscribe’s latest incrementality report, the team explores what matters beyond downloads. They debate the long-form’s staying power, the durability of history podcasts, and what would happen if ChatGPT introduced ads. Let’s dig in. “Seeing that history podcasts are as popular as they are, it’s a good reminder that people aren’t actually moving away from depth. They’re just adding short-form [content] on top of it.” – Jillian Garner (Account Manager, Oxford Road) Multi-Channel Rankings – Podtrac has new rankings that include audio, video, and clip impressions. Getting a full picture of reach is hard, so any transparency is a win. Plus, Marketers can use the data in a few ways. If you know a show’s reach is largely from clips, negotiate those clips as part of the campaign. (And try for usage rights to run on your own paid channels). Are impressions audio-only? Factor in a greater episode completion rate as you analyze the CPMs. Historical Performance – History podcasts are epic in every sense of the word. You get multi-hour, in-depth episodes (Like Hardcore History) and a fanatical audience. Brands don’t always flock to these shows, but they’re worth considering. After all, hosts are trusted for their rigor, which flows on to advertisers. They won’t be hits for every brand, but we’ve seen lots of winners, and anecdotally, B2B marketers should take an especially close look. ChatGPT: Now with Ads? – Ads look like the next ChatGPT move. It’s worth highlighting the differences between podcast ads and AI ads. In ChatGPT, an ad undermines the trust and neutrality we’re used to. Meanwhile, podcasts have always had ads, and people can sense how much the hosts actually believe in what they’re saying. In other words: ads only work when there’s enough trust to inspire action. Marketers, the channels you choose for your brands should rely on audiences’ trusted sources for information. You can’t erode one and still expect performance. Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below. The Classifieds Dollaz Dollaz Bills Y’all Network: Barstool Sports / Monthly Downloads: 300k This week kicks off the start of Black History Month, and we are celebrating with two high-performing podcasts from African-American hosts. Our first selection has been a longtime behemoth in the music landscape, and a cultural touchstone for the rap and hip/hop community. Hosts Gillie da Kid and Wallo267 have countless years of experience as producers, musicians, and influencers, but it is their incisive, groundbreaking commentary that has given them staying power in the podcasting landscape. Beyond its cultural reach, the show has been praised by its audience for its raw, passionate conversations about the hosts’ personal struggles and lived experiences. Many high-profile guests have joined the twosome, including Kevin Hart and Shaq. Male-skew advertisers are highly recommended to consider this offering, especially those looking for a well-versed audience of culture vultures. Get your head in the game and out of the clouds by clicking the link below. Get The Deal No Sleep ‘til Brooklyn, Carmelo Says So Network: Wave Sports / Monthly Downloads: 350k Podcasting provides a level of access that previous generations of sports fans could only dream of. Carmelo Anthony is a ten-time NBA All-Star and six-time All-NBA Team member who recently-ish retired. Since partnering with Wave Sports in 2023, Anthony has hosted a weekly podcast that covers his time as an athlete and explores his thoughts on music, movies, comedy, and everything else in between. Guests are often brought on to discuss their expertise or POV on introspective cultural moments, especially those from his beloved New York City. Recent episodes have featured iconoclasts such as Oscar nominee Timothée Chalamet, former New York Knicks shooting guard John Starks, and rapper Styles P. Advertisers who have achieved success in testing on this show are often tech companies with an efficiency mindset. Testing into a great podcast? No time like the present, so feel free to click below for more details. Get The Deal In Case You Missed It DAX: The Middle Child of Creator Marketing Is Winning Advertising Week published DAX US President Brian Conlan’s case for mid-tier creators (typically boasting 50,000 to 500,000 followers). The core argument: a podcaster with 40K weekly listeners averaging 40-minute sessions delivers more value than follower counts suggest. The case study recommends treating creators like media channels with “bench plans,” A/B testing, and 10-20% test budgets, scaling top performers into multi-flight deals. Big-name creators are essential for reach and credibility, but performance often comes from the mid-tier and long-tail results. Smart planning treats creators like a portfolio: cherry-pick top-tier talent, then drive efficiency through mid-tier and long-tail shows where pricing is efficient and ad reads are more flexible Read More Radio Didn’t Underperform, Your Model Did John Fix, the former P&G media analytics leader credited with bringing the company back into audio, argues that radio should be treated as a fundamentally new media channel in Media Mix Models. Historically, radio underperformed in MMMs due to its reliance on planned, low-granularity data and tight historical priors that constrained ROI to past norms. That has changed. Broadcasters now provide weekly, as-run radio delivery data at the DMA level. Fix recommends that modelers fully refresh MMMs using as-run data across the entire time series, relax historical priors, and allow the model to relearn radio’s contribution based on this improved signal. When the person most responsible for P&G’s renewed commitment to audio says MMMs need a reset, marketers and analysts should listen. Read More Why UK Brands Are Turning Up the Volume on Audio in 2026 Reuters Institute‘s 2026 journalism trends report finds news publishers expect search traffic to decline 43% over three years due to AI “answer engines.” In response, 71% say expanding audio formats is important since podcasts are harder for AI to rewrite/summarize than text. Two-thirds worry creators are drawing audiences away and 75% plan to encourage journalists to “behave more like creators.” U.S. creator ad spend hit $37B in 2025, growing 4x faster than the industry average. A projected 43% decline in search traffic is an existential threat to digital news. Audio and video are key to survival, so expect them to rise. The shift for marketers: newsrooms are pushing journalists to act more like creators, making premium news inventory feel less institutional and more personality-driven. For better or worse, early movers will benefit. Read More #SaveTheLiveReads Swiftie Charm, Pilates Glow-Ups, and a Fabletics Mic Drop Kelly Keegs and Gia Mariano from the Taylor Watch podcast absolutely crush this Fabletics live read with boss babe energy, authenticity, and Swiftie-level charm, turning a simple promo into a full-on fashion moment. From Gia’s Pilates glow-up to the relatable struggle of wanting to look cute in class without dropping a fortune, these gals hit all the right notes, effortlessly blending real-life context with product perks. Their excitement feels genuine, not scripted, and their seamless back-and-forth makes the ad feel like part of the show, not an interruption. They spotlight the comfort, quality, and insane savings of the Fabletics VIP program (can you say 80% off?!), all while making listeners feel like they’re in on a stylish, money-saving secret. It’s fun, fresh, and the kind of read that not only informs but also makes you want to click the link right now and treat yourself to a matching set or two. Listen Here Contact us for a Consultation  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!

Imagine you’re the best at what you do… and you didn’t realize it until now. This week’s edition of Media Roundtable: Special Edition is another creator spotlight, as Dan Granger (CEO & Founder, Oxford Road) welcomes Gina Ryan (Host, The Anxiety Coaches Podcast) to the pod. Gina’s podcast is a quiet ORBIT powerhouse, recently ranked #1 in our Self-Improvement list. But because brands don’t usually share results with creators, she had no idea she was a low-key marketing superstar. Dan and Gina sat down to unpack her (formerly) secret success. They’re talking: Honest Ads, The Listening Family, and Hyper Organic Growth. Let’s dig in. “I just talk about it as it’s still me. I don’t all of a sudden switch into: ‘And now a word from our sponsor,’ and become a radio advertisement.” – Gina Ryan (Host, The Anxiety Coaches Podcast) Be Clear, Be You – Gina’s success isn’t accidental; it’s the result of her very detailed approach to sponsorships. She discloses and separates the ads, then performs the read in her own voice. She’s not in sales mode: she’s the same calm, genuine presence that listeners hear during the show. She doesn’t rush copy; instead, she speaks from her experience and connects to brands she cares about. Another great sign: she rejects misaligned brands. It’s fine for an ad to clearly be an ad, as long as the host is still being their genuine self. The Listening Family – That’s how Gina refers to her audience. Not consumers, not followers, family. It helps that Gina built her podcast with the intent to help, not to grow and monetize a following. You want a protective host because they’re actively maintaining the hard-won trust they’ve built with the audience. Hyper Organic Growth – Gina grew the podcast over many years without relying on a dedicated marketing or promotional push. She focused on creating a show people loved. Every member of her audience found her organically and stayed because they love what she’s doing. Other shows might have bigger reach, but the depth of connection is unmatched, and that is what drives ad performance. For more tips from a genuine performance superstar, check out the full episode below. The Classifieds Not Your Average Open Mic Night Network: Backyard Ventures / Monthly Downloads: 55k Even though we just highlighted our ORBIT Self-Improvement top-performers last week, it’s good to mix in some new folks to your media plan as well. This week, we have two such opportunities to help balance out your Q1 media plans. Our first juicy morsel comes from the folks at Backyard Ventures. It’s hosted by a comedic influencer with sharp wit and a unique perspective. Jessie Woo gained internet traction with her immense musical talent, but has additionally built an audience on social media by posting cultural criticism and humorous takes on current trends. It doesn’t matter if she is giving her opinion on the music industry, reality television, or drama, she is always entertaining and refreshingly candid. Woo proves that an internet event on its own isn’t what’s interesting; it’s the way that it’s covered, and she is always ready to bring her wit to any red carpet. Though she has not yet worked with advertisers, female-skewing DTCs are highly recommended to test in Q1. If this offer wooed you, just take a couple of seconds to click the link below. Get The Deal To Be or Not to Be Real? Network: Sony Podcasts / Monthly Downloads: 185k For those uninitiated in reality show culture, Carl Radke’s name may not ring any bells. But, for those who were highly invested in Bravo’s Summer House, this new release is abuzz with excitement. Radke’s recent path to sobriety and personal development has led to his expansion into podcasting. Though the landscape is littered with celebrity podcasts, what sets this show apart is his continued messaging around empathy, openness, honesty, and personal growth. In his weekly interview-style podcast, he sits down with folks from all walks of life to speak about their journeys, no matter how rocky the waters may be. Whether he’s centering the conversation around entrepreneurship, self-improvement, or habit formation, the emphasis is on creating tools and sharing different perspectives. Though the show is obviously recommended for anyone looking for reality TV fans, there’s also clear rationale for advertisers in categories such as Heath, Personal Finance, Recruitment, and Tech. If you want to breathe more life into your media campaign, it’s time to click the link below. Get The Deal In Case You Missed It Podtrac’s Foray Into Ranking Multi-Channel Performance Podtrac launched a new paid subscription product, the “Top 200 Multi-Channel Podcasts Ranking”, designed to measure podcast performance across audio, video, and social platforms. The monthly rankings include audio downloads and streams (Apple, Spotify, other apps), video views (YouTube, Spotify), and clip views (Instagram, TikTok, YouTube). The methodology combines Podtrac’s first-party measurement, platform data, and proprietary estimates developed over 20 years to offer a clearer, more unified view of how shows perform across formats. It’s a meaningful step toward grounding the audio vs. video conversation in real data. As the product evolves, we look forward to seeing the rankings expand beyond the initial 200 shows and reflect an even broader set of creators. Read More YouTube’s 2026 Priorities Aim to Push Creators Into the Big Leagues YouTube CEO Neal Mohan‘s 2026 letter outlines four priorities: positioning creators as full-scale stars and studios (including YouTubers buying Hollywood studio lots and green-lighting their own projects), expanding kids and teen safety tools (parental controls such as a zero-Shorts timer), continued investment in the creator economy ($100B paid over 4 years, $55B U.S. GDP contribution in 2024), and a broader adoption of AI creator tools (now used daily by 1M+ channels). Key for advertisers: new brand partnership tools let creators swap branded segments from back catalogs after deals conclude. YouTube is the backbone of the creator economy, and it isn’t standing pat. Creators now own production, distribution, and monetization, and they’re investing like real studios because the returns justify it. That should worry traditional TV networks that underinvest in content quality. Enough with the disposable primetime game shows. Consumers follow the best content, not legacy brands, and YouTube is increasingly where they find it. Read More Digital News Outlets Worry About the Threat of AI Searches Reuters Institute‘s 2026 journalism trends report finds news publishers expect search traffic to decline 43% over three years due to AI “answer engines.” In response, 71% say expanding audio formats is important since podcasts are harder for AI to rewrite/summarize than text. Two-thirds worry creators are drawing audiences away and 75% plan to encourage journalists to “behave more like creators.” U.S. creator ad spend hit $37B in 2025, growing 4x faster than the industry average. A projected 43% decline in search traffic is an existential threat to digital news. Audio and video are key to survival, so expect them to rise. The shift for marketers: newsrooms are pushing journalists to act more like creators, making premium news inventory feel less institutional and more personality-driven. For better or worse, early movers will benefit. Read More #SaveTheLiveReads Taking Care of Yourself Goes From Fantasy to Reality With Function Health Sisters Nicole and Lexi of Fantasy Fangirls are absolutely head over heels for this week’s #STLR shoutout, Function Health, using their signature spunk to narrate an epiphany for anyone who’s sick of guessing what their body needs. Nicole keeps it real by discussing her rocky relationship with food, and then reveals how Function’s data helped her finally ditch gluten, corn, and dairy and start to feel amazing. You can hear and feel how genuine her endorsement is, and it’s clear that the product made a mark on her life. The sisters’ energy together makes the science feel like something you actually want to engage with: no boring jargon, just real talk from real people with real issues. They shout out Function Health Advisory Board Member Dr. Huberman to back up their statements. They make Function’s bite-sized lessons, personalized insights, and “$1 a day” price point sound like the ultimate self-care move. Their infectious enthusiasm turns health data into something empowering, not intimidating. With a $25 credit for listeners stacked on top, this read doesn’t just inform, it motivates with a wink, a laugh, and a whole lot of fangirling energy. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

What happens when a podcasting powerhouse is also an elite marketer? Find out in a creator spotlight episode of Media Roundtable: Special Edition. This week, Dan Granger (CEO & Founder, Oxford Road) welcomes The Podcast Princess herself, Hala Taha (CEO & Founder, YAP Media, host of Young and Profiting). We’re some of the biggest Hala supporters here at Oxford Road because she’s one of the few creators who cares as much as we do about making the ads work. (Check out her Ad Infinitum episode with our very own Stew Redwine). Hala has consistently delivered great reads and results for clients for years, and ORBIT has the receipts. Young and Profiting was #4 on our OG Podcast list, and it’s #2 in this month’s Self-Improvement ranking. But hearing how Hala approaches the ads, that performance is not surprising. Dan and Hala put on a masterclass in creator marketing, talking: The Power of Demonstration, Letting Creators Cook, and Getting in the Weeds. Let’s dig in. “It’s not about the channel. It’s not about audio, YouTube, social; it doesn’t matter. What you’re picking is the creator.” – Hala Taha (CEO & Founder, YAP Media, host of Young and Profiting) Your Monthly ORBIT Report – Jan 2026 Mental Health Tops the Self-Help Genre Q1 is a resolution gold rush. That’s why we used ORBIT (Oxford Road Benchmark Intelligence Tool) to analyze the top-performing self-improvement podcasts to see where January ad dollars actually convert. Turns out, the conventional playbook is backwards, as seen by our top performers: #3 On Purpose with Jay Shetty, #2 Young and Profiting with Hala Taha, and #1 The Anxiety Coaches Podcast. While most brands pile into fitness shows every January, ORBIT shows that mental health content delivers the real returns. A few key takeaways: Fitness Is a Gamble, Mental Health Is a Plan: Health & Fitness shows are 8x more volatile than Mental Health shows, with wild swings between wins and misses. The play here is to treat Mental Health shows as your foundation, then layer in fitness content with strict performance metrics before committing serious budget. The Category That Doesn’t Quit: Advertisers dump budget into gym and nutrition shows in January, expecting quick returns. But the sustainable performance is happening in mental resilience and personal development content. Mental Health audiences don’t disappear when resolutions fail. They double down. If you’re treating Q1 like a one-month sprint, you’re walking away from valuable conversions. For the complete January ORBIT Rankings and methodology, check out the full report HERE The Classifieds Every Day is a Great Day When You’re Always On Vacation Network: RedCircle Technologies / Monthly Downloads: 20k With podcasts premiering on Netflix and brand campaign dollars fueling much of the industry’s chatter, the small, niche, performance-based podcasts are continuing to hold strong for our clients. This week, we have two such selections to share with you, starting with the very specific genre of Places and Travel. Carlye Wisel is the intrepid host of Very Amusing, a podcast about everything and anything theme park related. Wisel built her following as a journalist for publications such as Vanity Fair, TIME, and National Geographic. Her main focus is Disney and Universal parks, catering perfectly to Disney Adults: a strong demographic of enthusiastic consumers fueled by nostalgia. Since premiering, the show has gained sizable traction with multiple performance-based advertisers, especially those looking to reach female Millennial homeowners. Put on your Mickey ears, ride the Jungle Cruise, and arrive at your own Magic Kingdom via the link below. Get The Deal It’s-a Me! A Podcast! Network: Audioboom / Monthly Downloads: 25k Video game content dominates YouTube and Twitch due to its visual appeal and variety of content. In podcasts, gaming is a varied genre, but the really efficient offerings are centered around key topics. Kit Ellis and Krista Yang previously worked at Nintendo, eventually becoming the co-creators of Nintendo Minute. Since going solo and creating this podcast, the twosome have found success in regaling fans with inside knowledge of working at the hallowed company, giving their two cents on unfolding gaming news, and interviewing guests who have also worked in the industry. The show caters to both listeners and viewers, with the audio providing a cosy atmosphere and its video feed allowing fans to engage with all the amazing visuals the industry has to offer. The show has traditionally done best with tech-based offerings, especially B2C clients, for either a male or female-skewed audience. Hit that X button while you speed down Rainbow Road to the link below. Get The Deal In Case You Missed It AI, Social, Creators Oh My! eMarketer’s 2026 outlook shows creators, AI search, and social strategy converging. The key data shows that daily AI search users doubled from 14% to 29% in 2025. 61% of agencies are optimizing for GEO (Generative Engine Optimization). Top creators now operate like independent networks. Only 74% trust influencer ads vs. 87% for general advertising. This is about credibility. Trust is shifting away from platforms and toward people, with audiences increasingly looking to creators for expertise and judgment. As a result, top creators are becoming powerful distribution partners for brands. For marketers, the opportunity is to align with voices that have already earned their audiences’ trust. Read More It’s Not Just a Bill, It’s a Movement Rep. Ro Khanna (D-CA) introduced a “Creator Bill of Rights” in Congress, partnering with Creators 4 Mental Health founder Shira Lazar. The seven-point proposal targets fair treatment, transparent revenue-sharing, cross-platform guardrails, and protections against algorithmic deranking and generative AI for the 10 million Americans working in a platform-based economy. This follows prior creator advocacy efforts and bipartisan creator outreach from both the Biden and Trump administrations. Congressional attention signals that the creator economy has crossed over from niche to mainstream distribution. The focus on AI and algorithmic de-ranking is notable as platforms exert more control over discovery. Whether or not this becomes law, this creates legitimacy for the industry as it confers on creators as a communications channel. Read More Podscribe Says No More PSAs Needed for Incrementality Tests Podscribe shipped 65+ product updates in 2025. Their 2026 priorities: expanded international device graphs, radio/CTV/social measurement beyond podcasts, SmartServe evolution with automatic holdout group incrementality (no PSA ads required), contextual targeting, AI-driven auto-optimization, and AI Assist for automated campaign insights and competitive intelligence. If Podscribe delivers on half of this roadmap, it’s a meaningful step forward for audio measurement. Eliminating the need for PSA ads in control groups would simplify incrementality testing. We dare to dream of a future where audio measurement doesn’t rely on that kind of workaround. Read More #SaveTheLiveReads A Fantastical Tool that Matches the Setting with Babbel Get ready for peak podcast magic with this week’s stellar live read from the gang at All Fantasy Everything, who’s talking Babbel! The ad is both chill and somehow actually makes learning a new language sound… easy? The hosts get straight to the good stuff, speaking a language in real life with real people, not sitting in a corner conjugating verbs like it’s a pop quiz. They bring their classic energy, calling out how Babbel’s bite-sized lessons are the perfect low-stress, high results combo in just 10–15 minutes: no panic, no pressure, just results. It’s all delivered with that signature best friend flair, making listeners feel more like they’re a part of the conversation than a casual listener. It doesn’t feel like an ad. It feels like a friend hyping you up to try something cool that actually works. With 14 languages, real human-designed lessons (not that weird AI stuff), and a massive 55% off deal, this read doesn’t just sell Babbel, it makes you wanna open the app right now! Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

Podcasts walked the red carpet, won the awards, and settled into your living room. So, where does the industry head next? Find out on a new Media Roundtable: Industry Edition. Stew Redwine (Executive Creative Director, Oxford Road) breaks down the biggest stories with fellow audiophiles: Bart Roselli (EVP Media, Oxford Road) Courtney O’Connor (Director, Podcast Media, Oxford Road) Giles Martin (EVP Strategy, Oxford Road) The team is talking: The End of Ads, PodFraud, the Living Room Podcast, and more. Let’s dig in. “ Is it the end of ads? No, but I do think that it’s potentially an end of an era.” – Courtney O’Connor (Director, Podcast Media, Oxford Road) The End of Ads? – It sounds like a sensationalist take: could podcast ads see the same collapse as ‘90s banner ads? No, but at a minimum, guarding against increasing ad load is smart business (Podcasting was dragged for its ads during the Golden Globes). No one wants podcasts to become burdened with ads like radio. Marketers, check the ad load of your shows, and reward the networks who are keeping the percentage low. PodFraud – We have two cases of advertising rule-breaking this week, but remember, fraud is an arrow. It points to value. Take the pay-to-play scandal in India, where people pay $15-30k to be a guest on a show: the value of the show has to be many times higher to justify the risk. On another note, if there’s a business for someone to strip out the ads and resell the shows, that’s a problem, but this points to the bigger issue of rising podloads. Again, the industry needs to manage ads or risk audiences opting out. In the meantime, marketers must work to make their ads compelling enough that no one would skip them. (Stumped? We can help.) The Living Room Podcast – YouTube says couch podcast viewing hit 700M hours in October 2025. Giles’ rough math says that’s ~4% of CTV viewing, a staggering number. There’s one thing we don’t know: exactly how attentive is the watcher? Couch podcasts could be a source of active engagement, or background noise that might not even have someone in the room listening to it.. Our POV: if you can measure well, kick the tires on a campaign. Then you’ll know if the results justify the CPMs. Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below. The Classifieds Nothing to Fear But the Laughs Yet to Come Network: Daylight Media / Monthly Downloads: 360k Finding a podcast that’s hosted by a single online personality is hard to come by. Finding one hosted by four is an extreme feat. The combined following of this offering’s hosts (Hasan Piker, Will Neff, Austin Show, and QTCinderella) totals 6.5 million subscribers and includes a strong Gen Z and Millennial demographic. Though these content creators have different interests and backgrounds, they always connect over their long-term friendships and experiences with one another. In their shared podcast from Daylight Media, topics often skew on the lighter side, including internet discourse, pop culture coverage, off-the-wall humor, and recaps of their lives in the spotlight. They also boast a strong guest lineup that contributes to a robust social presence and constant viral moments. Those who are looking to find a highly informed demographic of young professionals, or an LGBTQIA+ audience segment, are strongly recommended to test. Have no fear, the link below is here, so click below. Get The Deal This Phenomenal Woman is Fighting For Her Place on the Charts and in Your Heart Network: Lemonada Media / Monthly Downloads: 30k Reshma Saujani is an inspirational phenomenon: activist, author, non-profit founder, CEO, lawyer, and now podcast host. While her background is centered on computer science and the American political landscape, her chart-topping podcast delves into a more personal avenue: being a middle-aged woman. Women are underrepresented in many industries, artforms, and political arenas, even though they make up 50% of the US population. While the most popular podcasts tend to be male-led, the intimacy of audio offers resources and community building for all that cannot be beat. Saujani talks to guests about the nuances of being an older woman, whether it’s regarding common experiences around careers, health, religion, or more specific topics like relationship advice and confidence building. Advertisers looking for the coveted older female demographic are in luck, as this has become a top-performing opportunity for similar clients. There’s nothing “so-called” about this amazing opportunity: find out for yourself via the link below. Get The Deal In Case You Missed It From Earbuds to the Golden Globes – Podcast Goes Hollywood Good Hang With Amy Poehler (Paper Kite Productions/The Ringer) won the inaugural Golden Globe for Best Podcast on January 11, 2026. Other nominees (selected from an extremely short list of just 25 shows by Golden Globe’s data partner Luminate): Armchair Expert, Call Her Daddy, Smartless, The Mel Robbins Podcast, and NPR’s Up First. During her acceptance speech, Poehler joked about “celebs phoning it in” to the medium. Yes, the Golden Globes took shots at podcast ad load, something we’ve flagged before. But let’s be clear: podcast ad load is still relatively light, especially compared to TV and radio. The important point is recognition. Podcasts are now being treated on par with film and TV. That matters for brands and the industry. Read More  AI Recommendations ≠ Smart Media Buying Frank Racioppi of Ear Worthy tested AI recommendation systems and found they systematically exclude independent podcasts, returning only network shows like Joe Rogan and Crime Junkie unless users explicitly push the prompt for “independent podcasts.” He called on industry leaders to address the bias and published Ear Worthy‘s own curated indie podcast list as a workaround. AI can help with podcast discovery; however, recommendation systems default to scale and familiarity, which favors bigger shows unless users know what to ask for. For marketers, that means AI-only discovery may push you toward higher-demand inventory. This is where expert-led curation still matters. Rankings like Oxford Road’s monthly ORBIT list help surface shows that actually perform, not just those with name recognition. Read More Pierre Robert: A Voice That Lasted Before AI & Algorithms Coleman Insights posted a heartwarming tribute to Pierre Robert, a longtime DJ on Philadelphia’s rock station WMMR, who passed away on October 29th, after 44 years on air. Sam Milkman reflects on what made Pierre iconic: his beyond-authentic personality shaped by counterculture influences, love for the art form, clarity of purpose, his own vocabulary (“Great Day in the Morning,” “citizens”), and a willingness to break rules while staying true to his principles. The piece asks whether radio can still nurture “truly unique, multi-faceted, and imperfect” personalities in an AI era. Pierre’s lesson applies directly to creators and brands alike. People who build 44-year relationships don’t follow playbooks, algorithms, or best practices. They follow passion, develop a distinct voice, and break rules without breaking principles. For marketers looking for “authentic creators,” this tribute is a reminder that authenticity isn’t optimized, scaled, or manufactured. It’s built over time, and it’s worth protecting in today’s media landscape. Read More #SaveTheLiveReads Health Panic Solved the Funny Way with Zocdoc Listen up as IHIP Podcast hosts Jennifer Welch and Angie “Pumps” Sullivan line up their Zocdoc live read in the sweet spot of being hilarious, relatable, and genuinely helpful. These gals open with a perfectly chaotic confession we’ve all lived: spiraling into a doom scroll of self-diagnosed symptoms online, jumping between TikTok, AI, and panic. It’s instantly engaging and sets up the perfect pitch for Zocdoc’s real-world solution. Their personal story about moving from Oklahoma City to New York adds authenticity and positions Zocdoc as not just helpful, but as a lifesaver during big life changes. The tone is casual and approachable while delivering instead of sounding like a product rundown. The read feels like a trusted friend saying, “Hey, I’ve been there. This actually works.” The clear call to action and clever reminder to stop putting off doctor appointments tie it all together, making this a stellar, standout example of how to turn personal experience into listener motivation. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

Happy 2026! As the New Year kicks into high gear, it’s time to dust off the crystal ball and see what it might reveal about the media landscape this year. Will we finally get standardized measurement? Will podcasters still pick video over audio? How should you navigate a seller’s market? Find out as we make big, bold (and accurate) predictions for 2026. All on a new Media Roundtable: Special Edition. Dan Granger (CEO & Founder, Oxford Road) welcomes back a stacked team of podcast nostradamuses: Hernan Lopez (Founder of Owl & Co & Wondery James Cridland (Editor, Podnews & Podcast Business Journal) Kyle Jelinek (VP, Client Services, Oxford Road) Neal Lucey (EVP, Strategy & Product, Oxford Road) They’re talking: Audio’s Rise, Standardization (Finally!), Seller’s Markets, and more. Let’s dig in. “ My prediction is: the buyer’s market has officially ended.” – Neal Lucey (EVP, Strategy & Product, Oxford Road) Video Doesn’t Kill the Audio Star – Our first prediction is a move back to audio only for mid-tier podcasts. In short, the juice wasn’t worth the production squeeze for everyone. As a side prediction, video investment will increase for top shows, including in vertical podcast formats. Big opportunity for one of the major platforms to support vertical podcasts in 2026. Measurement Standardization (Finally!) – This is the year for cross-platform standardization. We predict that 2 out of the 3 major podcast platforms will move towards standardization. Even bolder? We envision seeing some movement as early as Summer. In the meantime, if you share the dream of better measurement across all your podcast channels, keep making noise. It’s working. Bargains in a Seller’s Market – We’re moving from a buyer’s to a seller’s market. As platforms fix measurement issues, brands will spend more and drive up prices. Two hedges against rising CPMs? 1. Lock in deals with your favorite shows early. 2. Look outside of the top 10% of podcasts. Programmatic buys on niche shows should be a strong value play in 2026. Want more insights into what will surely be a pivotal year for the industry? Tune in to the full episode by clicking the link below. The Classifieds A Companion for Your Ears and Your Testing Network: Companion Arts / Monthly Downloads: 55k Welcome to 2026, a year for new habits, hobbies, podcasts, and more. To kick off this transformative era, we have two new networks to share, alongside some high-performing podcasts on their rosters. Our first podcast’s hosts are YouTube legends Mamrie Hart and Grace Helbig, who are intrinsically tied to comedy and food culture but have branched out into books, stand-up, and acting in recent years. Their show is a mix of goofy banter, straight-from-the-heart moments, and constant conversations about recipes, restaurants, and all sorts of cuisine. Both figures operate under the “comfort creator” moniker and are often grouped with other LGBTQIA+ and left-leaning online voices based on content alignment. The target demo for this opportunity is chronically online millennials and self-improvement-minded women. This might get weird, or get wonderful results for Q1 testing, so click below to see additional details. Get The Deal We Don’t Need No Parental Guidance Here Network: And, If / Monthly Downloads: 45k True crime and History podcasts have a common goal: to tell a good story. Podcaster Chelsey Weber-Smith loves a good story, but they also love to find out why that story happened, who made it happen, and whether it will happen again. In that quest, American Hysteria was born, a podcast that works to understand the moral panics, urban legends, conspiracy theories, and misunderstood moments that drove normal people to their breaking point. From the imagined horror of Bloody Mary to very real, obscure mobile game ads, Weber-Smith is fascinated by anything and everything outside the norm. The content is both well-researched and off-the-cuff, making for a great edu-tainment opportunity. Those who do well in female-skewed comedy offerings with an educational/literary foundation are highly recommended. No need for hysterics: the information you seek is available at the link below. Get The Deal In Case You Missed It Pew Shares Stats on YouTube’s Dominance A new Pew survey (5,022 adults) shows that only YouTube and Facebook reach a majority across all age groups. 80% of 18-29-year-olds use Instagram, compared with 19% of 65+. Half of 18-29-year-olds use TikTok daily, compared with 5% of 65+. Instagram is higher among Hispanic (62%), Black (54%), and Asian (58%) than White (45%). Threads, Bluesky, Truth Social at ~10% or less. This is why YouTube wins for video podcasts and creator content. Massive, cross-generational reach. Call it the Natural Law of Monopoly applied to media: audiences consolidate where scale, habit, and utility intersect. Read More Have Podcast Ads Jumped the Shark? Podcast consultant Dave Jackson warns that podcast advertising may collapse like 1990s banner ads. Every major host now offers dynamic ad insertion, flooding the supply. AI farms like Inception Point accept any CPM, undercutting creators. Podcast apps let listeners skip ads entirely. Shows are stretching episodes and cramming more ads just to maintain revenue, degrading quality. He predicts a shift toward premium subscriptions. Podload is a real issue, but let’s not get hysterical. Clutter exists, 100%. However, marketers still have tools to identify high-quality shows with lighter ad loads and real engagement. Read More Video Killed The Video Star MTV is not shutting down. Despite online rumors, the flagship MTV channel will continue operating. What is ending are several MTV-branded, music-only channels, which are being shut down as part of a broader network change. The move underscores how far MTV has shifted from its original music-video roots, with music programming now largely displaced by reality and entertainment content. Some of us have nostalgia for MTV music videos. But it’s not like music videos disappeared. You can still watch them anytime. YouTube or Vevo, anyone? Read More #SaveTheLiveReads Call Her Safe with SimpliSafe Alex Cooper, host of the HIT podcast Call Her Daddy, doesn’t just read this SimpliSafe ad; she turns it into a full-on “Daddy Gang” moment, effortlessly blending humor, confidence, and just the right amount of self-aware paranoia in this week’s #STLR! From her opening line, it feels like your funniest friend urgently reminding you that safety is hot, especially when it’s AI-powered. Cooper clearly and playfully explains what makes SimpliSafe different: cameras that detect threats before someone gets inside and real monitoring agents who step in even if you’re asleep, without ever sounding salesy or overwhelming. The mental image of intruders being confronted, spotlighted, and sirened into rethinking their entire life is both hilarious and genuinely reassuring. Alex’s pacing is tight and conversational, repeating key benefits just enough to make them stick while keeping the energy silly and engaging. By the time she hits the offer, it feels organic, like she’s letting the “Daddy Gang” in on a smart little secret rather than selling them something. Alex makes home security feel fun, relatable, and undeniably on-brand, which is why she’s earned our first honor of the year! Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese

What’s one podcast genre that’s successful for advertisers but is often overlooked? Find out in a creator spotlight episode of Media Roundtable: Special Edition. Dan Granger (CEO & Founder, Oxford Road) welcomes the co-hosts of the hit, faith-based podcast Girls Gone Bible, Angela Halili & Arielle Reitsma. They’re talking: A Meteoric Rise, Brand Love, and Marketing with Faith. Let’s dig in. “There’s no dollar amount that’s worth doing anything that goes against our core mission.” – Angela Halili (Co-Host, Girls Gone Bible) By Popular Demand – Video had a large part in creating these podcast stars. After a messy first episode, Arielle and Angela decided not to scrap the whole recording. Instead, they released some of the best clips, which promptly blew up with 20M views. The unfiltered rawness on display connected with their audience and fueled a subsequent meteoric rise. Clips can reveal what audiences want. Podcasts are where creators deliver. Only Promote What You Love – You know when hosts phone in the ads? Not on GGB. Arielle and Angela are so protective of their audience that they pick brands they love enough to promote them. This should be a must for your campaigns: work with engaged hosts. They’re the creators who maintain the highest audience trust. Marketing with Faith – Recent ORBIT insights showed that the Faith genre is a strong performer, but lags in investment. Brands are growing more comfortable supporting faith-based shows, but some hesitations prevent further investment. That means there’s a fantastic opportunity for smart brands to invest before the market catches on. Want more insights into an overlooked, overperforming part of the industry? Tune in to the full episode by clicking any of the links below. The Classifieds May Your Days Be Merry and Bright Network: Cloud10 / Monthly Downloads: 15k With Q4 drawing to a close, we’re soon entering the industry’s quietest period of the year. For those able to rest and reset ahead of a bright new year, now is the time to start planning for better, healthier habits. Our first classified has recently joined Cloud10, a network that merrily promotes female-focused shows, many of which are self-improvement-based. Host Grace Bithell, LCSW, spends each episode working through toxic examples of guilt, stress, and shame to help her listeners find their joy. For those looking for honest advice from an industry professional with the levity of a casual conversation with a new friend, this scratches that itch. This is an excellent opportunity for advertisers in the Mental Health or Wellness space, or any DTCs that focus on self-improvement or efficiency. So head down to the link below to add a guilt-free test to your Q1 plans. Get The Deal Should Auld Acquaintance Be Forgot Network: Acast / Monthly Downloads: 30k While “doing more reading” was not one of the most popular New Year’s Resolutions, there have been many literary podcasts seeing performance boosts in 2025, especially with the rise of “Booktok”. Fiction-based work has seen sizable growth in recent years, which has led to the rise of our second offering. Sisters Nicole and Lexi have been hosting Fantasy Fangirls for several years, and in that time, they have covered series such as Empyrean, A Court of Thorns and Roses series, and the Kindred’s Curse Saga. The podcast has built an impressive online community through its imaginative show structure, sassy jokes, and genuine enthusiasm. For those who balk at the constraint of book clubs but love finding kinship with their fellow readers, this is a great middle ground. For advertisers who find success in male-skewed genres such as Leisure, this female-skewed opportunity offers balance and a chance to diversify your audience. One does not simply walk into Mordor, nor do they find information anywhere but the link below. Get The Deal In Case You Missed It Retire the Word “Podcast”? No Thanks. The Verge’s Andru Marino argues “podcast” has become meaningless in 2025 as video dominates. YouTube’s podcast tab now shows late-night clips, video essays, food reviews, and cable news alongside traditional audio shows. Marino suggests retiring “podcast” as an outdated term in her latest article, similar to “web series,” proposing we repurpose older terminology instead. We say no, thank you. In 2025, podcasts reached mass consumption. Like it or not, the term is going to stick around. People know what podcasts are, and one look at the comments on the article confirms it. Yes, the iPod no longer exists, but by the same token, we still call a phone a phone even though it is no longer attached to your wall… It’s time, however, to recognize that podcasts have evolved beyond audio. The trick is evolving our understanding and measurement to capture the differences in delivery. Read More Podcasting’s Next Phase – Flexibility Will Be Key Amplifi Media’s CEO Steve Goldstein declares podcasting has entered a new phase: the “Liquid Content” era. Following the intimate “MeUndies Era” (~$750K industry revenue), the investment-heavy “Spaghetti-Against-the-Wall Era,” and the “What Is a Podcast?” identity crisis, content now flows freely across YouTube, clips, newsletters, livestreams, and events. Goldstein has been involved since the beginning, so if he says we’re in a new phase of podcasting, he’s probably right. The key implication, as noted above, is that as podcasting continues to evolve, it may become harder to fully measure performance across new platforms. That said, this industry has a way of adjusting. If you want a virtually foolproof measurement, consider a HDYHAU survey with a second layer that captures specific podcast titles. We can help you set it up. Read More The Drama is Over: Howard Stern Renews with SXM Howard Stern announced a new three-year deal with SiriusXM through 2028 on his final show of the year, ending months of speculation after reports suggested the platform might not renew his previous $100M/year contract. Terms of the new “more flexible schedule” deal weren’t disclosed. There was a lot of buzz this summer about whether Stern’s run at SiriusXM was coming to an end. While we know he’s sticking around through at least 2028, this might be the last long-term contract for Stern, given he’s in his 70s. It’s good news for Stern, SiriusXM, and advertisers who’ve continued to see real performance from his host-read ads. Read More #SaveTheLiveReads A Stoic Take on Giving That Works As the year winds down, this #STLR from The Daily Stoic is a timely reminder of why one of our advertisers, GiveWell, matters. Host Ryan Holiday starts with a very stoic question: “What are you actually going to do about it?” His read for the philanthropic-focused brand works because it is not preachy; It’s practical, empowering, and grounded in real impact. It also highlights GiveWell’s 18 years of research, its massive donor trust, and Ryan’s personal contributions every year. In a season focused on meaningful gifts and real outcomes, the message lands perfectly: generosity can be intentional and effective, turning good intentions into action that genuinely saves lives. This is a personal endorsement at its best, and is guaranteed to inspire even the stingiest of Scrooges this holiday season. Listen to this final gift of a read at the link below. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

Does video perform better than audio? That is a question the market has been trying to answer for years, especially now that many podcasts feature video. The industry has pivoted hard to video. It offers massive scale and new discovery opportunities. But for years, we’ve operated inside a measurement “black box,” forcing marketers to assume that a YouTube view is worth the same as a podcast download. We now know that assumption is potentially costing brands millions. In this Media Roundtable: Special Edition,  Giles Martin (EVP, Strategy & Insights, Oxford Road) welcomes Pete Birsinger (CEO & Founder, Podscribe) to reveal the results of our industry-first report, “Re-Thinking YouTube: Why Your YouTube Ads Are Converting 25% Worse Than Audio.” After analyzing over 1,000 campaigns across 100+ brands, the data has revealed a shocking performance gap. “The biggest unlocker of revenue is some way to measure the host-read embedded ads on YouTube.” – Pete Birsinger (CEO & Founder, Podscribe) Pete and Giles are talking: The Black Box, Smart Methodology, and Lean-In Audiences. The Classifieds TL;DR: It’s a Classified Network: Big Little Media / Monthly Downloads: 155k Podcasts, like birds, migrate during Q4, and this year is no different. This week, we have two top-performing podcasts with new networks that may still be available for rebooks. Our first is a brilliant melange of comedy, news, and internet hijinks. Hosts Ricky Hayberg and Eliot Morgan> cover a mix of global, national, and internet news, often peppering in their own brand of witty critique and bold reporting. This is a video-heavy show with strong content alignment with similar nerd-driven YouTube channels, such as Funhaus and GameGrumps. Their content attracts a loyal, engaged audience of high-value consumers seeking effective updates on trending topics. They have amassed many DR advertisers with a strong male demo and a penchant for efficiency. Don’t allow a lag in your decision; sprint through your backlog by clicking below. Get The Deal Your Download For the Cultural Trends of Today Network: Nativ.ly / Monthly Downloads: 50k Creativity doesn’t have a strict standardization and is therefore a boundless topic of conversation. Sam Fragoso knows this well, as the idea fuels his long-running podcast, Talk Easy with Sam Fragoso. As a writer and cultural critic, Fragoso has explored complex ideas around the human condition for over a decade, and in his sit-down interviews, he deconstructs that creative process with a wide variety of industry professionals. Whether waxing poetic about The New Yorker’s 100th anniversary or walking through the production of a director’s new film, Fragoso creates welcoming, curious spaces for his listeners, and they happily walk through them. This has become an efficient top performer for several internal clients, especially those looking for a consumer base interested in high-end DTC products. Put the pen to paper, or the arrow icon on the link below, and learn more about this key offering. Get The Deal In Case You Missed It Programmatic Audio: It’s the Next Big Thing Madison & Wall projects digital audio will capture $1.2 billion of the $36 billion US programmatic market in 2025, with programmatic representing 73% of all open web transactions. Programmatic automation in audio is forecasted to climb from 22% in 2025 to 46% by 2030. eMarketer projects that 183.3 million of 239.6 million US digital audio listeners will be ad-accessible by 2026. iHeartMedia recently joined Spotify and SiriusXM in selling inventory through Amazon DSP. Madison & Wall is more conservative than eMarketer’s $2.3B forecast. Go figure, eMarketer is known to be optimistic. Either way, programmatic still represents only about 10–20% of digital audio spend, which says we are still in the early stages of growth. That will change, as access to inventory expands. If you want to enter this space, talk to us. We have the experts. Read More Podcasting’s Adult Years Edison Research Share of Ear Q3 2025 shows podcasting’s median age has jumped to 39, up from 34 in 2023 and 29 in 2017—a “10-year increase in just eight years.” Biggest growth came from the 45-54 and 55-64 demos. Podcasts now hold 20% share of ad-supported audio vs. AM/FM’s 64%. 2025 is the year Edison Research showed podcasting hitting 55% in monthly consumption, helped by a broader definition that better captures video. It stands to reason that the median age would rise as well. As the podcasting tent gets bigger, there are more opportunities to reach a wider range of demographic segments, including older listeners with significant disposable income and purchasing power. Read More Podcast Ads Reward Smart Buyers Acast reports 41% Q3 sales growth driven by big brands like Capital One and Coca-Cola flooding into podcast ads. Startups are struggling to compete. One brand (Asset) spent $60K on podcast ads with poor conversion on large shows, but found that smaller niche shows delivered better ROI. Acast CEO Greg Glenday admits the core problem: “Everybody is interested in podcasting ads, nobody has gone all the way in because it’s hard to buy and measure the ads.” If you’re a marketer working through a holdco, then yes, podcasting might be hard to buy and hard to measure. That’s not the case for specialist agencies that live in this space. Don’t overlook the insight that smaller shows often outperform big shows on ROI. Just don’t misinterpret it as a strategy to only buy niche shows. If you buy small, you’re likely to stay small. Read More #SaveTheLiveReads A Wickedly Good MasterClass on Ad-Reads Hollywood is abuzz about this week’s #STLR from Tactful Pettiness hosts Cody Rigsby and Andrew Chappelle, turning what could be a standard ad into an engaging, story-driven moment perfect for MasterClass. By opening with a personal, glamorous anecdote about attending the Wicked: For Good premiere, the listener is instantly hooked. This cultural moment connects that sense of access and aspiration to what MasterClass offers, making the transition feel organic rather than salesy. The tone is conversational, curious, and confident, with genuine enthusiasm that comes through in thoughtful name checks of instructors like Shonda Rhimes, Martha Stewart, Kris Jenner, and Annie Leibovitz. Key product details, pricing, flexibility, variety, and guarantees are delivered clearly without disrupting the flow, while the call to action feels friendly and on brand rather than scripted. The ad’s common theme is authenticity, energy, and trust, making it possible to learn from the biggest and boldest names in showbiz and beyond! Listen Here Contact us for a Consultation  OXFORd In The News Oxford Road Reveals That “OGs” Dominate New Podcasts In Ad Performance Last week, we released our ORBIT Top 15 Performing OG Podcasts report, and the industry is taking notice. Outlets including Sounds Profitable, Podnews, Podcast Business Journal, and Podcasting Today are covering how ORBIT continues to challenge conventional wisdom about podcast advertising. This month’s rankings reveal that shows launched before March 2020 (before the podcasting gold rush) consistently outperform newer shows in driving ROI. In fact, 75% of today’s top performers launched before the pandemic, and OG shows carry a 12% efficiency premium thanks to multi-year listener relationships that newer entrants simply can’t replicate. The findings span 9 different genres, proving once again that there’s no single winning category, only shows that have built high-trust environments over time. For advertisers still chasing the latest celebrity launch or chart-topper, the data offers a clear message: execution outlasts hype. To see which veteran shows are delivering the strongest advertiser results, check out the full ORBIT Top 15 Performing OG Podcasts list here Read More Understanding The Science Behind What Makes a Radio Ad Stick Our award-winning podcast Ad Infinitum is making waves beyond the podcasting world. Radio Ink picked up the latest episode, “Human Hacks,” featuring best-selling behavioral science author Richard Shotton, and transformed it into a deep dive on the science of audio persuasion. The piece explores Shotton’s insights from his book Hacking the Human Mind and how Oxford Road’s Executive Creative Director, Stew Redwine, applies them to audio advertising. The takeaway? Abstraction is the enemy of memorability. As Shotton explains, people remember just 9% of abstract phrases but 36% of concrete ones, a fourfold difference that makes or breaks audio creative. It’s why Red Bull says “gives you wings” instead of “gives you energy.” For advertisers looking to understand why some audio ads stick while others dissolve on-air, this is required listening. Check out the full episode here. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese

Video podcast wars, reaching critical masses, or radio’s reckoning… or reinvention: what was the biggest story of 2025, and how will it shape 2026? Find out as we look back on all the major news stories of 2025 in a new Media Roundtable: Industry Edition. Dan Granger (CEO & Founder, Oxford Road) breaks down the stories that shaped the year with fellow audio luminaries: Hernan Lopez (Founder of Owl & Co & Wondery, former CEO of Fox International) James Cridland (Editor, Podnews & Podcast Business Journal) Kyle Jelinek (VP, Client Services, Oxford Road) Neal Lucey (EVP, Strategy & Product, Oxford Road) The team is talking: Video Everything, Critical Mass, and Radio’s Next Act. Let’s dig in. “ Video is definitely the big story for 2025.” – Neal Lucey (EVP, Strategy & Product, Oxford Road) Video Podcast Wars – While YouTube still holds the crown, Spotify and Netflix came for it in 2025. We don’t know who will rule video next year (okay, probably still YouTube), but advertisers can’t ignore the video part of podcasts. Measurement is messier, but 100% doable. It’s time to get off the sidelines, and for the industry, we need to count impressions the same way. No more random combinations of views/downloads/instant plays/vibes. Standardize measurements to create confidence and growth. Critical Mass – 73% of Americans have consumed a podcast. This is proof that our little industry’s all grown up. But James says the important number is 773, as in 773 million podcast hours consumed each week. Going from 73% to 100% is harder and less fruitful than increasing consumption. In 2026, industry expansion will come from both deepening relationships with existing deals, while expanding reach. Radio’s Reckoning – Radio remains a contradiction. It’s still shrinking (~1% a year), and it’s still big (74% of audio use in cars). It has a massive reach, but the median age is ~59. This year saw Nielsen juicing ratings, local radio scoring in trust, and Tesla planning to drop FM from lower-priced models. Still, we think Radio is more overlooked than overrated, making it a smart channel for advertisers to invest in. Want more insights from what was a wild year for the industry? Tune in to the full episode by clicking the link below. Your Monthly ORBIT Report – Dec 2025 This month, we used ORBIT (Oxford Road Benchmark Intelligence Tool) to analyze the staying power of the “OGs.” We looked exclusively at podcasts that began publishing before March 2020 to see if “new” really means “better.” The data suggests otherwise. Big congrats to our top performers: #3 Monday Morning Podcast, #2 Explain It to Me, and #1 Critical Role. While the industry often chases the latest chart-toppers, ORBIT reveals that long-term loyalty is where the ROI lives. Here are a couple of quick insights: The Brand Tax Is Real: Buying fame is expensive. We found a massive efficiency gap between high-profile “celebrity” shows and niche fan favorites. One major brand-name show costs nearly 19x more per drop than our #1 performer, yet delivers lower conversion results. Smart buyers stop paying for the host’s name and start paying for the host’s relationship with the listener. Execution Outlasts Hype: 75% of today’s top performers are OGs. Their success isn’t due to the “heat” of their genre; it comes from years of consistent development. These shows carry a 12% efficiency premium over newcomers because they have built a defensive moat of listener loyalty that new entrants can’t replicate quickly. For the full December ORBIT Rankings and Insights, check out our newest report here. The Classifieds Your Honor, Let Her Cook Network: TMG Studios / Monthly Downloads: 30k It is the tail end of the Decade of the Female Lawyer, a historic period in which women overtook men in law school admissions and enrollment. In this period, social media adoption has skyrocketed, and at that intersection sits lawyer and TikTok creator Reb Masel. Masel is a practicing attorney and author who will join TMG Studios in 2026 to launch a video-forward podcast. Each week, she details crimes and precedent-defining court cases. The stories are unbelievable and perfectly bolstered by Masel’s succinct coverage. Though Masel is sure to say her show doesn’t provide personal legal advice, some of the information she details could someday come in handy. Advertisers focused on personal/network security, or on legal representation, are highly recommended, as are female-skew Gen Z DTCs. The burden of proof will be fulfilled once this show premieres, but to file a motion, click the link below. Get The Deal Self-Care Never Goes Out of Style Network: AMP House / Monthly Downloads: 60k Our selection isn’t new, but it is part of a new network launch. Host Dr. Alison Cook is an accredited therapist who combines her acumen and expertise with spiritual wisdom to offer a nuanced perspective on self-care. This framework offers a more holistic perspective on growth and healing while providing a safe, intimate space for self-discovery. Recent episode topics have included pattern recognition in negative thinking, the abject downside of people-pleasing, and building tools for anxiety relief. Dr. Cook is an extremely appealing host with a warm disposition, and this carries over to her ad reads for a perfect blend of information and warm sentiment. Over the years, the show has amassed multiple female-skewing top performers across a wide array of categories, all of which include a strong consumer base with a high household income. Be your best self by clicking below for more information. Get The Deal In Case You Missed It Creator Content Serves Results on TikTok TikTok reports creator-led content drives 70% higher clickthrough rate and 159% higher engagement vs. non-creator ads for the same CPM. The average skip time for influencer content is 17.8 seconds, compared with just 7.9 seconds for traditional branded content. However, 64% of consumers distrust influencers who don’t disclose brand relationships. Another data point to give marketers confidence: creators drive results, even if this source has a vested interest in saying it. The other part that matters is consumer expectations. Great news for creators, but transparency is the safe path. Better to disclose upfront before you damage your brand’s reputation. Read More ChatGPT Wants to Be in Ad Sales? Code discovered in ChatGPT’s Android app reveals references to “search ad” and “search ads carousel,” signaling imminent advertising despite CEO Sam Altman previously calling ads a “last resort,” with OpenAI posting a job listing for ad infrastructure in September. While ChatGPT’s massive user base and high-intent queries present opportunities, introducing ads risks reducing user trust levels (currently 67%+ trust the information provided) and driving users to ad-free alternatives if integration feels intrusive or diminishes response quality. We already know AI is reshaping search. If ChatGPT starts taking ads, brace yourself for a period of disruption. Marketers who rely on capturing demand will feel it first. The safer move is to create demand, with audio, for example, so you are less exposed to whatever happens to the SERP or an AI-driven results page. Read More 2026 Ad Outlook: Ask Again Later WARC’s Voice of the Marketer report (1,000+ respondents) finds optimism cooling for 2026, with 59% expecting improved conditions, but only 19% anticipating higher budgets. Short-termism concerns have spiked from 25% (2022) to 55% today. Budget-squeezed marketers are prioritizing performance marketing (42%) over brand-building (29%), which WARC warns could fuel a “doom loop” of faulty metrics and diminishing returns. We expect podcasting to be a seller’s market in 2026, but the broader ad outlook is less clear. WARC’s data shows what happens when budgets tighten: performance gets protected and brand-building gets cut. That shift may seem rational, but it carries risk. Over-prioritizing performance makes it harder to drive future growth. Read More #SaveTheLiveReads Random Acts of Kindness Are on the Upside This Holiday Season If you’ve ever felt inspired by the holiday merriment to do good, you’re in great company with TK Lawns. TK wins over his YouTube audience with his FREE lawn care services and now offers the best cashback recommendations with Upside. In between comedic “vrooms” of his lawn tools, they keep it real, relatable, and visually interesting. Right from the start, they tap into a universal truth: the holidays are expensive. So the promise of real cash back on things they’re already buying? Instantly compelling. His tone is relaxed and trustworthy, like a friend giving you a money-saving tip, as well as how they use the Upside app every time they fill up their truck. The breakdown of how the app works is clear and approachable, and their emphasis on no weird points, just real cash back, helps eliminate any listener hesitation. It’s helpful, it’s honest, and it’s perfectly timed for listeners who want to save during the spendiest season of the year. Some could even say they can look forward to the TK random act of kindness best with these cashback specials! Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

Marketers have been trying to predict how consumers will behave with statistics and studies for decades. But what if there’s a chance that science could help you understand consumers? Would you take it? The world’s only podcast solely dedicated to audio ads is back with those answers and more! Presenting Ad Infinitum Season 3, Episode 15: “Human Hacks.” Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes best-selling behavioral science author Richard Shotton (The Choice Factory, Hacking the Human Mind). They’re looking at some of the most relevant behavioral studies in marketing and applying that formula to top-spending podcast ads from  McAfee, AmBev, Tide Pods, and  IBM Stew and Richard talk Simplicity, Big Ladles, Concrete, and more. Let’s dig in… “[It’s] always easier to work with human nature than against it.” – Richard Shotton (Author, Hacking the Human Mind) Simple is Smart – To sound smart, keep it simple. In a study with simple and complex versions of the same text, readers said the simple version’s author sounded smarter. Why?  Big words confuse the audience, and they blame the writer. So make your talking points simple. Hosts will love you, and you’ll sound smarter, too. Get the Big Ladle – We think information is the big blocker to action, but actually, it’s ease. A study showed that people ate more vegetables when a large serving ladle was used instead of tongs. CAOs, reflect on your current setup. Is it ridiculously easy for customers to sign up? Or ridiculously easy for hosts to read your copy (see above)? Whatever the challenge, instead of adding new info, try greasing the wheels first. Words like Concrete – Studies show people remember concrete phrases (“white horse”) 4 times more than intangible ones (“subtle fault”). Look over your copy. If you want it to stick in people’s minds, skip the floating abstract words and firm up the copy with sturdy, concrete words and phrases. Want more research-backed insights to make stronger audio ads? Tune in to the full episode here: The Classifieds Old School Gamer Finds New Strides on YouTube Network: eSports Talent Management LLC / Monthly Downloads: 250k Before there was Candy Crush, Cyberpunk, or Baldur’s Gate, many gamers found themselves logging in daily to RuneScape. The nearly 25-year-old game is a massively popular fantasy MMORPG. Though the graphics may look primeval, the fandom around this longtime giant is as fervent as ever. TorvestaRS is a UK YouTube channel entirely devoted to finding new and exciting ways to enhance the gaming experience. The videos are a mix of gameplay, strategy, and humor, often reliant on internet slang terms and meme culture. The subscriber count is currently at a respectable 500k, and this creator is exceptionally good at publishing content regularly. This is heartily recommended for anyone looking for a loyal, tech-aligned male audience. Don’t be an NPC in your own game of life. Click below to unlock this rare collectible for your media plan. Get The Deal The Critic Gets a Classified Network: Solaro Consulting Inc. / Monthly Downloads: 120k YouTube is an exceptional place for niche celebrities to find a dedicated audience. Our second channel is hosted by just such a figure. Karsten Runquist built a significant following through Letterboxd, a social media platform for cinephiles. At the same time, his YouTube channel exploded in popularity. He’s now lauded as a prominent figure in the internet age of film criticism. His content is a mashup of nostalgic throwbacks, theories around mainstream classics, and topical essays on new releases. He covers many series, franchises, and award-season contenders, attracting film buffs from all walks of life. Karsten is a reliable publisher who never misses an episode and, thanks to his popularity and brand-safe approach, has built many long-term DTC and B2C partnerships. For those looking to test TV & Film opportunities with strong engagement, this is a key offering. Grab your popcorn and novelty cup and watch a masterpiece via the link below. Get The Deal In Case You Missed It Podscribe’s Early Holiday Gift To Advertisers Podcast ad loads hit a new high of 10.9% in Q3 2025 (highest ever tracked), up 10% year-over-year, but Podscribe’s Q4 Benchmark Report shows 70% of advertisers still saw strong CPA improvements with higher net-new reach. 60% saw a positive correlation between conversion rates and first-time listeners, particularly pronounced for big spenders (over $400K/month). Heavy frequency buys underperform, with Podscribe warning that repetition can turn “persuasion into punishment.” Host-read ads prove more resilient to higher ad loads than producer reads. As always, there are tons of benchmark data in the report. One new area that stood out to us is benchmarks by industry and by genre. Also, if you’re curious about how (rising) ad loads impact performance, check out our case study on the subject. Read More iHeart Says Humans Only iHeartMedia is rolling out a “Guaranteed Human” label across all stations, from hourly legal IDs to sweepers, positioning themselves against AI-generated content. Their research shows 90% of consumers want media created by real humans. 92% say nothing can replace human connection (up from 76% in 2016), and 96% find “Guaranteed Human” content appealing. This is a good move by iHeart to capture press attention and to reassure listeners of authenticity in this new AI world. But here’s the thing, synthetic voices are not new. The technology dates back to the invention of the Vocoder in the 1930s. Read More Spotify’s Year of Transition Spotify admitted 2025 is a “transition year” for its ads business and doesn’t expect growth to improve until the second half of 2026. For the first time, nearly 1,700 brands advertised on podcasts in Q3—a 41% increase from Q2. Brand awareness campaigns  now account for 56% of podcast ad spending, while direct response dropped to 41%. 1,700 new brands in one quarter means competition for inventory, putting intense pressure on a supply-and-demand marketplace. Lock in deals now. 2026 could see a change to a “sellers” market. Read More #SaveTheLiveReads Chewy Decks the Paws For the Holidays Dan Le Batard kicks off this holiday season by reminding us ‘tis the season for great ad reads and cute pets. The sports aficionado partners with Chewy in this week’s Save The Live Read to talk about the two things he loves the most: good quality pet products and his dog, Roma. He kicks things off with a sweet holiday moment featuring Roma—decked out in seasonal gear, of course, which instantly sets a cozy, relatable tone. He also takes that opportunity to pivot into one of Chewy’s charitable ventures, donating meals to pet shelters, but also doing good. He also praises the brand’s quick and convenient delivery, as if there weren’t enough reasons to sign up for your first box! The ad rings with holiday cheer and spirit, with a sincerity that we’re sure caroled in a slew of first-time orders. If you want to hear what cozy holiday feelings sound like, click the link below. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

How will the industry shift with 200k AI episodes? Or with Netflix’s $400M podcast push? How do audio and video podcasts actually stack up for attention? Find out on a new Media Roundtable: Industry Edition, sponsored by our friends at ALLCITY Network. Dan Granger (CEO & Founder, Oxford Road) breaks down the biggest stories and their potential impacts on the industry with fellow audiophiles: • James Cridland (Editor, Podnews & Podcast Business Journal) • Spencer Semonson (Media Supervisor, Oxford Road) • Todd Elbrink (Director of Strategy & Performance, Oxford Road) • Tucker Peleuses (VP of Strategy & Insights, Oxford Road) The team is talking: Cheap TV, Video vs. Audio Attention, and Wading Past AI Slop. Let’s dig in. “How do we make sure that we don’t get run over, for those of us that really care about the human connection piece?” – Dan Granger (CEO & Founder, Oxford Road)   Netflix’s $8M Question – Netflix is offering 50+ podcasts to leave YouTube for $8M. If Netflix thinks podcasts are just cheaper TV, this move makes sense. But most podcasters don’t think about themselves that way. They build audience connection in a wildly powerful and efficient way. Leaving open platforms for closed ones diminishes that power. Todd’s hot take: Podcasters looking for a fast payday should take the exit and leave the others to grow their audiences. Attention Increases ROI – A new study found that video podcasts cost 77% more to produce than audio, but audio beats video for completion rates (66% vs 61%). Audio’s an incredibly efficient way to grab and hold attention. That said, adding a video component actually increases plays for the audio version. The TLDR for CAOs: audio and video both help your campaigns. Measurement’s going to be harder, but it’s worth it. And in the meantime, keep asking for better measurement tools to anyone who’ll listen. Protecting Human Connection – Ashley Carman’s Podcast Business Summit encapsulated the fight for the soul of podcasting. Inception Point boasts +200k AI episodes (all without QC). Netflix hopes to entice shows to take the sure money, and creators want to stay in control and help build brands (their own and their partners). While there’s money to be made in all directions, trying to protect the heart of podcasting, the authentic human connection, is only possible from some paths. CAOs: Uncertainty creates opportunity–for your shows that work, start conversations that can deepen your partnerships. If you value the connection between your creators and their audiences, continue to invest in them, and they’ll continue to invest in you.   Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.   The Classifieds These Tea Leaves See Profits In Your Future Network: Sony Podcasts / Monthly Downloads: 200k This week is all about being grateful for the things you have, and being grateful for the podcasts we shall receive. Our first feature premieres in January, and it is the perfect way to kick off a new year. Haley Sacks (@mrsdowjones) wants to put spending power back in the hands of women and educate them on their financial futures. Sacks has built a subscriber base of 1.3M followers through her social media, video courses, and product reviews, all geared towards women trying to build wealth for future generations. Her advice covers a variety of topics, such as sustainable buying practices, smart lifestyle choices, long-term investment strategies, and market insights. This podcast will most likely align with her socials in terms of content and messaging if you want an early preview. We recommend this for any premium female skew DTC or B2C advertiser looking to reach a millennial audience. Invest your dollars wisely by clicking below for more information. Get The Deal Class is Back in Session – Keating 101 Style Network: Podcast Nation / Monthly Downloads: 50k Shondaland may sound like a magical realm, but it’s actually a television production company that has brought us some of the biggest shows of the past 20 years. One of its most beloved properties was How to Get Away with Murder, a critical and commercial success that still sees significant love on streaming. Two of its stars, Jack Falahee and Matt McGorry, are now teaming up for a rewatch podcast with the fine folks at Podcast Nation. Fans will get to relive the show’s dramatic twists and turns, intense plot lines, and consistently high bar. Falahee and McGorry will spend each week going behind the scenes and unpacking fan theories. For those looking for fresh TV & Film opportunities with a millennial female audience, this is a key test for Q1. We find you guilty of not testing enough and sentence you to click the link below. Get The Deal   In Case You Missed It   Audio Multitasking Creates Additional Hours For Engagement Katz Media Group’s analysis of Activate’s 2026 Consumer Technology & Media Outlook reveals media multitasking has expanded total daily consumption to a “32-hour day,” with audio capturing 2 hours 49 minutes (21% of media time) by uniquely complementing rather than competing for visual attention. Audio dominates multitasking: 72% multitask while listening to music, and 62% while consuming podcasts. Audio stands out as the ultimate companion medium. While that means audio advertising must work harder to earn recall, its unmatched reach and cost efficiencies make it ideal for building frequency and staying top of mind. Read More   Audio Hosts Out-Earn Their Social Media Counterparts Audacy’s new insights report positions radio and podcast hosts as superior influencers compared to social media creators. It cites doubled creator revenue since 2020, with data showing that 44% of listeners feel stronger brand connections when endorsed by their favorite audio host, emphasizing long-term partnerships over transactional ad reads. Is this self-serving? Of course. Audacy wants to rebrand its hosts as influencers, which makes sense given that the creator economy is now worth $37 billion and audio spending lags far behind. There’s still some truth here. Radio and podcast hosts were the original creators, and they’ve long proven their ability to drive both brand impact and return on ad spend. Read More    Customers Spend More If The Jingle Bells Are Rocking Research from iHeartMedia and Critical Mass Media shows that 98% of holiday music radio listeners say it helps them feel festive. 90% reported increased shopping excitement and 75% say they’re more likely to buy from brands advertised on their favorite holiday station, positioning seasonal radio as both an emotional trigger and purchase driver. CAOs, if you want to reach holiday shoppers, add holiday music stations to your mix on both terrestrial and digital. While you’re at it, throw in the Hallmark Channel and its endless holiday movies. The best way to spread holiday cheer is through holiday sounds. Read More   Save The Live Reads Don’t Be Scared To Be Home Alone This Holiday Season With SimpliSafe Nic and the Captain, hosts of the hit podcast True Crime Garage, have this week’s exemplary host-read for SimpliSafe wrapped up tighter than a Thanksgiving turkey. This ad kicks things off with a flooding horror story that makes you instantly feel the “why didn’t I install security sooner?” panic—and bam, you’re hooked. Nic and Cap easily rave about how SimpliSafe became their go-to for peace of mind when it came to their homes and their mother-in-law’s too. The delivery is warm and full of personality, calling out all the must-have features like water sensors, glass-break detectors, and the app’s super slick interface. Just when you think it can’t get any better, they drop in new product features like the Smoke & CO Alarm Listener and 24/7 monitoring with ActiveGuard. Before hitting the road for Thanksgiving, these guys have their homes locked up tight—because nothing says “peace of mind” like knowing SimpliSafe is standing guard while you’re busy passing the gravy or in a turkey coma. Listen Here Contact us for a Consultation   OXFORd In The News   Bloomberg’s Talking Right Wing Influencers and ORBIT’s Comedy Insights Take Off Oxford Road received a Bloomberg shoutout this week. In a deep-dive on how right-wing podcasters are fueling a boom in politically charged advertising, the outlet cited our study, The Untold Story of the Podcast Election, which showed that podcasts featuring Trump appearances outperformed those with Harris. The takeaway? What looks “risky” from a brand safety perspective often delivers results from a performance one. In other news, ORBIT keeps building momentum. Our latest ranking of the top 15 performing comedy podcasts is getting picked up across the industry by a variety of networks and publications. Turns out, when it comes to comedy, the question isn’t just “who’s funny?”—it’s “who’s actually moving the needle?”. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

How can audio ads break through in a world of AI ads and boring reads? By being relentlessly real. The world’s only podcast solely dedicated to audio ads strikes back against AI! Presenting Ad Infinitum Season 3, Episode 14: “This is My Real Voice.” Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes Brandon Beville (Producer, Morning Wire). They get to the root of authenticity, tapping into Brandon’s special insight as both producer and ad-reader (according to one commenter, his voice sounds like “ a frat guy from Boston”). Together, they put up Brandon’s spot against top-spending podcast ads from Google, ParkWhiz, LG, and Wells Fargo using our Audiolytics™ framework. Which spot will come out on top? Guess you’ll have to dial in to find out. Stew and Brandon talk The Real You, The 3-4 Rule, Active Listening, and more. Let’s dig in… “Make it as much you as you can.” – Brandon Beville (Producer, Morning Wire) Bring Your Full Self — Whether you’re writing copy, setting strategy, or voicing an ad read, none of it will work if it feels inauthentic. To make the words land, it has to feel real. It doesn’t have to be perfect, but it does need to be genuine. For ads, that means tapping into why you actually care about the product you’re selling. CAOs, for hosts to give honest endorsements of your brand, it helps if you can show why you care, too, even by sharing personal anecdotes. The 3-4 Rule — Ads that break through don’t sound like ads. To get those kinds of performances, Brandon aims for 3-4 takes. That’s enough to dial it in, get comfortable with the words, and have a natural read in one go before it turns stale. CAOs, listen to your airchecks. If the reads are awkward, it might be their first time with the material. Raise your hand to encourage them to put in more effort. And meet them halfway! If they’re stumbling on a line that sounds like jargon, change it and write it more like how you’d tell a friend instead of how you’d pitch to a boardroom. Listening Ears On — Brandon took his inspiration for his Ollie ad when he heard his dog growling at dinner time. When we’re open to it, the world is rich with sound… but most ads only use the spoken word. CAOs, if you want your ads to sound like no one else, start by listening like no one else. Whether your product is digital or physical, using it will leave some audio fingerprints that only you could create. Capture them to create richer experiences for listeners. Want more insights on making the realest audio ads you can? Tune in to the full episode here: Your Monthly ORBIT Report – Nov 2025 Last month, we introduced Influencer readers to ORBIT (The Oxford Road Benchmark Intelligence Tool). This week, we’re putting the tool to use to examine real advertiser performance, this time in the Comedy genre’s Top 15 Performing podcasts. Big congrats to #3, Emergency Intercom, #2 Soder, and #1 Monday Morning Podcast. While the Comedy genre is #1 in advertiser investment in the space, the ORBIT analysis shows some funny business. Here are a couple of quick insights: Laughter Is Not the Best Medicine: Comedy claims the most ad spend, but as a genre, performance is in the bottom tier. So why the outsized investment? It may be brand safety concerns–Comedy looks like a safe place to scale over more controversial categories like Politics and Government. Instead, shift Comedy dollars from a “safe default” to a “sophisticated category requiring strategic expertise.” The Best vs. The Rest: While the genre is soft overall, the top 15 Comedy podcasts boast elite-tier performance. These shows represent distinct comedy styles and formats, from advice-based to game shows. The takeaway? There are no guarantees in Comedy performance, but there are lots of ways to turn funny into money. For full ORBIT Rankings and Insights, check out the full report here. The Classifieds They’re All Talk, But That’s Exactly What We Want Network: Your Mom’s House Studios / Monthly Downloads: 25k “Classifieds?” you ask, “Are there any podcasts that still have open dates to test in Q4?” What an amazing question! The answer is yes, and we have two for you this week. The first is a humorous podcast from two TikTok comedians. Sydney Heller and Olivia DeLaurentis (@sydandolivia) have cultivated a brand of improvisational satire that blends surrealism with women’s lived experiences. Every week, they sit down with like-minded internet comedy icons to riff,  ad-lib, and babble about any wacky thing that comes to mind. Since its formal relaunch last fall, the show has consistently been adding a roster of DR top performers. Their audience is made up of progressive, self-improvement-conscious Gen Z listeners, so app-based advertisers or those looking for lifelong learners are highly encouraged to test. If you’re ready to tell your truth, no matter how hot it may be, head right on down to the link below. Get The Deal This Southern Classic is Great For Breakfast and For Entertainment Network: Cake Media / Monthly Downloads: 300k Podcasts can often be distilled down to basic details that can work regardless of who the host is. Few’s success depends entirely on the personality attached. Deante’ Kyle is the soul, lifeblood, and main creator of the scrumptious Grits and Eggs Podcast, a part of the equally delicious Cake Media. Kyle rose to prominence as a critic of burnout work culture and easily transitioned into the role of cultural critic. His loyal followers tune in every week to hear his take on trending topics, notable pop culture moments, and music critiques. He often correlates his responses in historical terms, drawing from the socio-political environment that inspires African-American art forms. Kyle himself is a likeable, blunt individual with a sense of humor that cannot be beat. This opportunity has only just landed with their seller but has already become a top performer for several B2B-focused male-skew advertisers. These grits are about to see the gravy train, so slide on up and grab a plate at the link below. Get The Deal In Case You Missed It The Indie Podcasting Gap: Creative Drive vs Commercial Returns Alitu’s survey of 558 indie podcasters reveals 85% generate no revenue. 9% measure success by profitability, 31% are motivated by helping others, and 72% cite audience discovery as their biggest challenge. Unsurprisingly, one in four has considered quitting due to financial difficulties or burnout. ​​To us, this is one of the biggest reasons indie podcasts should work with agencies if they’re struggling to find support on their own. Oxford Road helps marketers find performance in the indie podcast ecosystem, something the traditional agencies rarely bother to explore. Read More Australia Gets A Unified Audio ID Australia’s Commercial Radio & Audio launched CRA Audio ID, a unified identity solution on Google’s DV360 that consolidates 14.7M monthly listeners across four major networks, offering frequency management and audience de-duplication for streamlined digital audio buying at scale. Competitors aligning on a shared identity tag is a step toward audio closing the gap with digital channels. If the U.S. audio industry wants to level up, this is a good model to follow. Read More Cumulus: Podcasts Still Lean Audio-First, Despite Video’s Rise The Fall 2025 Podcast Download Report from Cumulus Media and Signal Hill Insights finds that despite the rise of video formats, podcasts remain an overwhelmingly audio-first medium. 92% of weekly podcast consumers primarily listen rather than watch. While YouTube continues to dominate as the most-cited podcast platform, actual listening behavior shows Spotify and YouTube are nearly even in time spent, with Apple close behind. YouTube plays a significant role in discovery, but its audience remains fluid, with 70% saying they’d switch platforms if content moved elsewhere. Smart TVs have surpassed smart speakers for podcast listening, signaling broader shifts in how people consume podcasts. There’s good stuff in this research, but remember, the David Ogilvy quote: “People don’t think what they feel, they don’t say what they think, and they don’t do what they say.” If YouTube leads podcast consumption, viewership is likely higher than respondents admit. And while 70% claim they’d switch platforms, betting against YouTube seems risky to us. Read More #SaveTheLiveReads Beauty Queen Crowns Shopify As the Belle of the Merchandise Ball Beauty guru, Shopify merch, and host of the hit podcast Noche de Pendejadas with Alannized, Alan, better known as Alannized, delivers a stellar live read for Shopify by striking the perfect balance between personal experience and logical value. From the start, they acknowledge the intimidating reality of launching a business, a feeling many listeners will relate to. What makes this read stand out is their genuine enthusiasm and relatability—sharing their own journey of launching merch but being unsure about building a website. Alan highlights Shopify’s user-friendly templates and all-in-one tools in a conversational, non-scripted way, making the platform feel approachable for entrepreneurs at any technical level. By the time the $1 trial offer rolls around, it doesn’t feel like a sales pitch—it feels like solid advice from a trusted friend who’s been there and figured it out. If you’re curious about what a winning sales pitch sounds like, listen via the link below. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese

Did you have Netflix becoming a major audio platform on your 2026 bingo card? Don’t worry if you’re surprised, we’re here to help you make sense of the big moves by the industry’s (new) big players. This week on The Media Roundtable: Industry Edition, Dan Granger (CEO & Founder, Oxford Road) hosts audio experts: James Ingrassia (EVP, Strategy & Insights, Oxford Road) Shannon Quintana (VP, Account Management, Oxford Road) Stew Redwine (Executive Creative Director, Oxford Road) The team is talking: Netflix x Spotify, Thinking Locally, Podcast’s Growth, and more. Let’s dig in. “We’re in the right space. I think we all just wish there were fewer leashes to hold as you’re trying to make sense of all of it.” – Dan Granger (CEO & Founder, Oxford Road) Netflix and Spotify Press Play – Spotify inked a deal with Netflix to move some podcasts (mostly from The Ringer network) off YouTube and onto Netflix starting in 2026. Pros: Netflix would love to steal some of YouTube’s share of couch (July 2025 Nielsen TV viewing had YouTube: 13.4%, Netflix: 8.8%), and Spotify gets its content recommended to a new audience. Cons: Gated content shrinks the audience, big questions remain on how live reads will be executed, and more measurement complications. For performance CAOs, wait-and-see. For those in the winner-take-all categories, Netflix Podcast ads might be worth exploring? Local’s Moment is Coming – Audio is the fastest-growing tool in local content marketing. 15% of local businesses use audio for marketing, up from 6% in 2022 (per a Borrell study). If small businesses and retailers are seeing success in local audio, there could be a revenue uptick for local journalism and local content creation. Soon consumption numbers and distribution ease could make local audio a key part of any CAO’s playbook. Podcasts: Still Growing Strong – Podcasting remains one of the fastest-growing digital channels per a new IAB report. Fresh off the double-digit gains of last year, the IAB forecasts podcast ad revenue will climb 7.4% in 2025. (4.8% increase projected for digital audio not including podcasts). It’s a good sign for the strength of the industry. Even in an ROI-centric environment, marketers increase their bets on audio. And if we want to grow ad investment further, we have some thoughts from our CAOs (*cough* better measurement *cough*). Want more insights from the industry’s movers and shakers without getting shook? Tune in to the full episode by clicking the link below. The Classifieds If You Can’t Take the Heat, Get Out of the Podcast Studio Network: Blue Wire Podcasts / Monthly Downloads: 30k Not to scare our readers who are booking for Q4, but just a reminder: Thanksgiving is in two weeks! If you’re digging through RFP submissions for a true gem, here are two podcasts ripe for testing at great rates. Sports podcasts are especially hard to come by, due to their current seasonality, but Blue Wire Podcasts luckily has open availability on one of their highest-performing opportunities. Stay Hot: A Sports Podcast is unique for its coverage of multiple franchises (NFL, NBA, and occasionally MLB and NHL). The show is hosted by TikTok stars Matt Sponhour, Blaiden Kirk, and Theo Ash, who provide informed, attentive coverage for their followers. With a majority male audience, this is a key offering for advertisers in the B2B and B2C spaces as the NFL season approaches playoff season. Heat your frigid Q4 budgets by clicking the link below. Get The Deal  Be Shepherds of the Flock Network: Pray.com / Monthly Downloads: 700k Faith is often personal and intimate, so finding a community is something many struggle with. Pray.com offers a slate of podcasts that connect Christian Americans to a virtual congregation, helping deepen their beliefs. Pastor Jack Graham has been a longtime leader of Southern Baptists in Texas, culminating in 16 million parishioners and a term on the Religious Advisory Council. This podcast is a mix of theatrical recreation and theological deep dives, culminating in the Pastor’s personal framing of the original Biblical text and his musings on its teachings. Though multiple media are available for sponsorship, audio impressions alone are quite high compared to similar opportunities. The audience leans older, female-skewed, and family-oriented, so any DTC advertiser targeting that demo is highly recommended to test. It’s better to give than receive, so we give you the link below to bless you with more information. Get The Deal In Case You Missed It The Podcast Election 2.0 – Midterms Confirm Podcasting’s Importance At The Polls Edison Research analysis reveals 2025 election winners dominated podcast guest appearances, with NYC Mayor-elect Zohran Mamdani appearing on 31 podcasts (reaching 12.5 million Americans weekly) and NJ Governor-elect Mikie Sherrill on 18 podcasts (reaching 4.1 million weekly). The data shows candidates are using podcasts more than ever to connect with voters, with winners significantly outpacing opponents in both podcast appearances and reach. Take it from the politicians: podcasting works. If you need more proof, check out our whitepaper: The Untold Story of the Podcast Election. Read More Meta Profiting from Ad Fraud? Reuters reveals Meta internally projected earning $16 billion (10% of 2024 revenue) from scam ads and banned goods, with internal documents showing the platform serves users 15 billion “higher risk” scam ads daily while only banning advertisers at 95%+ fraud certainty. Meta aims to reduce scam revenue from 10.1% in 2024 to 5.8% by 2027, prioritizing enforcement only in markets facing regulatory action. Meta made nearly as much from scam ads as the entire U.S. audio advertising market (~$18B). Marketers, take note: fraud inflates CPMs and devalues your campaigns. Might we suggest audio as an alternative? Read More iHeart Looking to TikTok to Reach New Audiences TikTok and iHeartMedia are teaming up on a broad multiplatform partnership that launches the TikTok Podcast Network. Featuring up to 25 creator-hosted shows and new co-branded studios in Los Angeles, New York, and Atlanta, the deal also includes TikTok Radio—a national station designed to mimic the app’s experience in audio form—and live event integrations, signaling TikTok’s push into long-form audio and iHeart’s continued expansion across digital platforms. Credit where it’s due: iHeartMedia is on a roll. In just weeks, it’s inked deals with Netflix, Amazon’s DSP, and now TikTok. The real test will be whether these partnerships deliver tangible value for advertisers. Read More #SaveTheLiveReads Ryan George Jams Out With Raycon This Holiday Season Ryan George is jamming out to all his favorite holiday tunes this week thanks to Raycon! As the Holiday and Black Friday season is upon us, Ryan’s signature absurdist humor turns what could be a generic sales pitch into a hilarious journey through “ad space” as an astronaut, promoting the new bone conduction headphones. His quirky lines, like “my bones are quite busy at the moment,” don’t just entertain; they cleverly highlight the product’s core features in a memorable way. Ryan is the ideal spokesperson here because he seamlessly blends his comedic brand with the product’s functionality, making technical specs like open-ear audio and waterproof design feel both accessible and cool. This ad is punchy, weird in the best way, and totally effective—because Ryan doesn’t just sell the product, he owns it! Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

What happens when you invite AI into the Ad Infinitum hot seat? The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 3, Episode 12: “Infinite Prompts. Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes Juniper GPT for a Human/AI collab session. Together, they break down Magellan AI’s July 2025 Movers & Shakers report, grading fresh podcast ads from My Mochi, Activision‘s Tony Hawk’s Pro Skater 3+4, Ray-Ban Meta Glasses, and JCPenney using the Audiolytics™ framework. Will Juniper’s AI algorithms concur with human judgment? Stew and Juniper talk Tools of the Trade, Having Fun, Painting Audio Pictures, and more. Let’s dig in. “For people in creative fields, it’s about embracing AI as a kind of creative partner. It can help you work faster and open up new possibilities, but the heart and soul of the work will still come from you.” – Juniper GPT It’s A Tool, Not a Solution – AI tools like Juniper are game-changers because they’re readily available to everyone. But if they’re available to everyone, anything they generate can’t be a unique creative advantage. So how do you make the most of GenAI tools without sounding like everyone else? Studies show that while being heavily reliant on AI can harm your thinking, if you’re thoughtful and active in your GenAI use, you could boost your creativity. Have Fun Making the Ads Work – Boring prompts create boring ads. But Stew’s actively playing around with Juniper–seeing what’s possible, and checking it against his internal creative compass. That’s how we get Western and Shakespearean Tony Hawk ads. That doesn’t mean those are fit to go to air, but if you’re feeling stuck for your next campaign, testing out a wildcard idea could trigger something completely original of your own. Paint Audio Pictures – Juniper and Stew tapped the Tony Hawk and Meta Glasses spots as their winners. One winning creative element? Each ad had multiple audioscapes. A mock-PSA shifts to a high-energy skate park. A cityscape shifts to a kitchen. The ads felt bigger because they took the listener on a multi-locale journey. CAOs, with or without Juniper, as you’re crafting your audio ads think: can you tell a bigger story? The Classifieds A Deathly Good Time at the Cinema Network: Daylight Media / Monthly Downloads: 50k As inventory tightens up and Q4 testing becomes an intrepid battleground, there are still top-performing shows available for review. Our first is from the newly named Daylight Media and hosted by a household name: Brett Goldstein. Goldstein is a British comedian who gained fame for his portrayal of Roy Kent in the comedy series Ted Lasso. Goldstein has also worked as a touring stand-up and is the co-creator of Shrinking, so he has a lot of funny friends who join him each week. Though the conversations cover a whole host of interesting tidbits, the main focus is on life and death and its storytelling impact. Guests have recalled details from recent performances, like Joey King’s offbeat turn in Bullet Train, or nostalgic memories like director Chris Columbus’ on Home Alone.  If you’re even morbidly curious about this offer, pay your respects at the link below. Get The Deal Gen Z Drama Time With Two TikTok OGs Network: Your Mom’s House Studios / Monthly Downloads: 75k Kayla Malecc and Jacob Sartorius: These are names that most of those with a 19 in their birth year have never come across, but for Gen Z, they’re very familiar. Between the two of them, these TikTok superstars have a combined 41 million followers, and though they’re still quite young, they’re still finding ways to grow. In this video-heavy simulcast opportunity, the twosome talks about anything and everything their hearts desire. Whether they’re falling down a conspiracy rabbit hole to celebrate Halloween, recapping recent internet drama, or revealing intimate details about their lives, they always have fun together. This is a raucous, rowdy time, and even at their level of fame, they’re always relatable. Advertisers looking to reach engaged, drama-loving young adults have found great success in testing this offering. Those who see traction in YouTube and social media are also strongly recommended. Get it on, bang a gong, and get over to the link below for more information. Get The Deal In Case You Missed It Why Podcasts Are the New Word of Mouth Acast’s 2025 Podcast Pulse combines insights from 2,600 consumers across 10 global markets, 137 podcasters, and 200 marketers. Two in three listeners say they’ve discovered new brands through podcasts, and 70% have considered a brand after a host recommends it. Podcasters rank among the most trusted voices ahead of YouTubers and social influencers. The report also highlights podcasting’s influence on cultural conversation. The multi-country report shows that the impact of podcasts is consistent. Listeners everywhere trust hosts, act on recommendations, and see podcasts as shaping their views. For marketers, that reliability makes podcasts a global channel to scale influence. Read More Subscribers Surge, Ads Soften: Spotify’s Paradox of Growth The Wrap reports that Spotify’s Q3 2025 earnings beat expectations. Strong subscriber gains fueled growth. Meanwhile, ad-supported revenue fell 6%. According to the article, Growth in music and podcast advertising sales, driven by growth in impressions sold, was offset by “softness in pricing and optimization”. In other words, it was a soft ad market. One of the stickiest subscription services raises its prices and still sees strong growth. It also saw growth in ad impressions sold. Sounds like a good place to reach consumers… Read More In a Sea of Sameness, Authentic Beats Algorithm Amplifi Media argues the AI-accelerated glut will punish the “medium” and reward high-value content; algorithms follow performance, not volume. Some of the truest words in advertising: you get what you pay for. Keep this in mind when planning your audio media: in a world where everyone’s talking, the voices that rise above will be the ones using innovation to sound more human, not less. Read More #SaveTheLiveReads Finding Your Holiday Style with Quince This week, we’re sharing how April Calahan and Cassidy Zachary, hosts of the Dressed: The History of Fashion, deliver a holiday ad read that hits all the right notes. Partnering with Quince, they weave warmth, comfort, and gifting into a story that feels as natural as conversation over cocoa or a set of Turkish towels. From cashmere beanies to eucalyptus sheets, their enthusiasm feels personal, not promotional. It’s a masterclass in authentic integration; the kind that only works when the brand, agency, and hosts are perfectly in sync. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

Why Brands Aren’t Spending That Extra $1B on Podcasts (Yet) Advertisers want to spend an extra $1B in podcasting, but they’re holding back until we address the industry’s most significant issues. This week on The Media Roundtable, we’ve assembled a powerhouse of CAOs to talk about the findings of our 2025 “What Brands Want” report. At this summer’s CAO Summit, we learned that podcasting could be one billion dollars bigger… if brands had what they need today. After polling brand leaders on their hurdles and needs, the results are in. Dan Granger (CEO & Founder, Oxford Road) breaks down the findings with: Justin Fitzpatrick (Head of Performance Marketing, Found) Julianna Crozier (Associate Director, Influencer Partnerships & Growth Marketing, Thrive Market) Will Flaherty (SVP, Growth, Ro) Giles Martin (EVP, Strategy, Oxford Road) The team is talking: Closing the Measurement Gap, Beating the Clutter, Minding the Macro, and more. Let’s dig in: “Any sort of improvement that we can make on the measurement side to prove the efficacy of our ad dollars is going to only enable us to put more and more budget into the channel.” – Justin Fitzpatrick (Head of Performance Marketing, Found) Close the Measurement Gap – The industry’s most significant hurdle to unlocking the next billion? The lack of standardized measurement, especially between RSS and YouTube impressions. We’re pushing for the big players to give CAOs standardized tracking, but until then, we recommend a two-step HDYHAU to capture performance by channel AND show. Bonus: listeners actually want to give credit to their favorite hosts; we just need to make sure there’s a way for them to do so. Beat the Clutter – Podcasts thrive on breakthrough authenticity. Rising ad loads and undisclosed AI voice clones threaten podcasting’s golden goose. CAOs want to protect that authentic connection between the brand and host, while maintaining an authentic host/audience connection. Creators and publishers take note: brands want to spend more for results. You can grow more with fewer, customized, and authentic ads than with skippable ad blocks. CAOs, keep asking questions about ad loads and checking the Oxford Clock. Mind the Macro – If measurement is the first blocker for expanding budgets, then macro environment concerns (e.g. tariffs) are the second. How can CAOs and creators respond? Resonant creative messaging. Our panel doubles down on understanding their audience and how their products can help current issues. Authentic partnerships with hosts and solid measurement practices (see above) give you the certainty you need to increase budgets in uncertain times. Want more know-how on the industry’s hurdles and solutions? Grab the full “What Brands Want” report here. And for in-depth insights, check out the full episode below: The Classifieds OG YouTubers Make Long Overdue Debut Network: Studio 71 / Monthly Downloads: 500k The first wave of YouTubers is all but extinct, thanks to burnout, controversies, algorithm changes, or all three. Dan and Phil (Daniel Howell and Phil Lester) have broken that curse, having started on the platform in 2009 and maintaining a presence there ever since. Though they have been slower to create content in recent years, they have been enjoying a much-deserved Renaissance as of late. This could be because the twosome has been hiding a 16-year relationship and has decided to hard-launch it in this new venture with Studio 71. New episodes will be published in both audio and video, and soon hosts will be available for on-screen reads. This opportunity is perfectly aligned for a millennial audience of comedy lovers, especially those included in the LGBTQIA+ community. If you’re ready to “hard launch” into a test, you can start via the link below. Get The Deal A Well Behaved Woman Who Has Made History Network:  ZATV Podcast Network / Monthly Downloads: 10k When you’re building self-respect, the idea of adhering to etiquette doesn’t often cross one’s mind. Traditionally, “minding your manners” has been given a negative connotation, often within an assimilationist framework. Sara Jane Ho has spent her career outlining the inherent positives of living a more purposeful life, both as a Chinese finishing school founder and TV host. In her new podcast, Ho is less concerned with instruction and more apt to open herself up to her guests. The conversations are still surrounding self-acceptance, improvement, and confidence, but also touching on topics that are dear to her heart. There’s a heavy occurrence of alternative and Eastern Health remedies as well as discussions around issues inherent to women’s healthcare. Advertisers in the health and wellness space are highly recommended to test this in Q4. Please take your elbows off the table, and leave your shoes at the door before clicking below for more details. Get The Deal In Case You Missed It Podcasting’s Increasing Share of Ad-Supported Audio Podcast News Daily reports that Nielsen’s Q3 data shows podcasts now account for 20% of all ad-supported audio listening, up slightly from last quarter. Among the 18-34 demo, the share of listening increases to 31%. For the same demo, podcasts and music streaming (54%) surpasses radio (43%) for ad-supported listening. The findings underscore audio’s overall stability and the growing role of podcasts as both a reach and engagement driver for advertisers. Radio continues to hold the majority of ad-supported listening overall with 62% share. However, for younger listeners, digital audio now rules listenership. Read More (True) Crime Pays – MrBallen Inks Deal with SXM SiriusXM has signed a multi-year deal with John Allen, better known as MrBallen, to distribute and monetize his lineup of podcasts. The agreement brings MrBallen’s flagship true-crime show, The MrBallen Podcast: Strange, Dark & Mysterious Stories, and other originals under the SiriusXM umbrella. The move strengthens SiriusXM’s position in the premium podcast space by aligning with a creator who has built a massive, loyal following across platforms. Big deals keep landing for creators with loyal, scaled audiences. Keep an eye on SXM, they’ve been aggressive in locking down top talent. Read More So Long Late Night Talk Shows? SiriusXM reports that podcasts are increasingly filling the cultural role once held by late-night talk shows—offering personality-driven commentary, interviews, and humor on demand rather than at a set time. Listeners now turn to podcasters for the same mix of insight and entertainment they’d usually find with late-night shows, but with greater authenticity and intimacy. CAOs looking to replace the declining reach of late-night TV should look to podcasts. Don’t be surprised if Colbert, Fallon, or Kimmel follow Conan’s path to audio. Podcasts serve a similar cultural function but with greater intimacy and flexibility – sans the laugh tracks and musical guests 🙂 Read More #SaveTheLiveReads Allie Ostander Gives a Satiatingly Good Read For HungryRoot This week’s #STLR is meal-prep magic meets post-run reality, from pro athlete and host of her very own YouTube Channel, Allie Ostander, and we are so here for it. Fresh off a trip to Chicago and running on empty (literally),  NCAA long-distance runner and mental health advocate turns a grocery-store panic into a total flex with her Hungryroot box. She unboxes like a pro, raving about clean ingredients, 15-minute meals, and a Chicken Caesar Salad so easy it basically makes itself. The way she casually drops “pre-prepped protein” while juggling travel, training, and healthy eating? Chef’s kiss. Allie and Hungryroot are a match made in heaven. AND she provides visually enticing jump cuts of herself unboxing her very own box full of food goodies.  It’s fun, it’s relatable, it’s “please sign me up immediately” energy—and with 40% off plus a free item for life? Yeah, we’re sold before the salad hits the plate! Listen Here Contact us for a Consultation  OXFORd In The News Why Podcast Advertisers Are Holding Back Close to $1 Billion The conversation around podcast advertising just got louder. Oxford Road’s “What Brands Want 2025” report is making waves again, this time in The Hollywood Reporter, which spotlights one of the study’s most significant findings: advertisers are holding back nearly $1 billion in potential podcast spend because measurement still hasn’t caught up to the medium’s growth. As YouTube, Spotify, and Apple continue to operate under separate standards, brands are calling for a unified system of attribution and a clear definition of what a “podcast” really is. Until then, the money’s waiting for the metrics to align. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

CAOs: We analyzed $1.6 billion in podcast ads. Here’s what actually drives ROI. During this week’s Media Roundtable, the team at Oxford Road unveiled ORBIT, the Oxford Road Benchmark Intelligence Tool, built on $1.6 billion in actual campaign performance data: not estimates, not surveys; just real results from advertisers spending real money. This is the planning tool we’ve been chasing for a decade. ORBIT doesn’t just tell you which podcasts are popular; it tells you which ones drive ROI, which ones convert, and which ones are worth the check you’re about to write. Dan Granger (CEO & Founder, Oxford Road) sits down with the data wizards who made it real: Brian Kim (Director of Analytics, Oxford Road) Mike Dunsmore (Director of Analytics, Reporting and Insights, Oxford Road) Tucker Peleuses (VP of Strategy, Oxford Road) The team unpacks: Why Joe Rogan Didn’t Crack the Top 15, the Faith-Based Performance Secret, the Genre Trap Costing You Money, and more. Let’s get into it. “This is what happened when real companies spent real money. If you want to know which podcasts work, start here.” – Dan Granger (CEO & Founder, Oxford Road) The Performance Index That Shouldn’t Exist (But Does) – ORBIT aggregates $1.6B in podcast spend across hundreds of advertisers, 120+ genres, multiple attribution models, and normalizes it all into one question: What actually worked? We’re publishing monthly rankings so you can validate your buys before you sign the IO. Who made the first Top 3? Critical Role (#1), The David Pakman Show (#2),  and The Megyn Kelly Show (#3). Notice what’s missing? The shows everyone thinks perform best. Big Reach ≠ Big Results – Joe Rogan didn’t make the Top 15. Neither did most tier-1 mega-shows. Meanwhile, smaller podcasts and niche genres dominated the performance rankings. Turns out, marketers systematically overpay for household names while ignoring shows that deliver better returns. ORBIT cuts through the hype and shows you what actually converts, not what rate cards hope works. Stop Buying Your Own Industry’s Shows! – Tucker tested the theory that had plagued him for 13 years: Do tech companies perform better on tech podcasts? Finance brands on business shows? ORBIT data says no. There’s no statistically significant lift from matching your industry to your genre. Your customers listen to the same shows as everyone else: comedy, true crime, politics… the genre silo is costing you sales. (Bonus insight: Faith-based podcasts rank top 20% for performance across verticals. Amen!) Ready to plan smarter? The full episode breaks down how ORBIT works, what it reveals, and why nothing like this has ever existed in podcasting. Click below if you’re ready to launch your campaigns into the thermosphere. The Classifieds A Library Filled With the Literary Titles That Shape and Educate Network: The Free Press / Monthly Downloads: 30k Book clubs are great, but they don’t always choose what you’re most interested in. For men who are looking to find literature that fits them and their interests, The Free Press has a brand new podcast for you. Host Shilo Brooks is a sought-after speaker and educator in the realm of political science. In his newly premiered podcast, Brooks sits down with men of a particular distinction to discuss the singular works that shaped them. Whether he’s parsing the old text of Hemingway’s “The Old Man and the Sea” or Pulitzer Prize-winning non-fiction, Brooks is extremely deliberate and thoughtful about the ways he and his guests discuss their love of literature. This is a more right-leaning, male-skewing opportunity, and is best suited for those seeking lifelong learners with a penchant for self-improvement. Pencils down! The answers you seek can be found via the link below. Get The Deal Phil DeFranco Embarks on a New Journey, and He’s Bringing Friends Network: Trival Media / Monthly Downloads: 140k You’re used to seeing him alone, speaking directly to the camera, but in his newest podcast from Trival Media, Philip DeFranco is finally welcoming guests! Since premiering in July, the show has brought on experts with various media backgrounds to walk through trending topics and headline-defining news. Similar to DeFranco’s YouTube videos, the content focuses on education related to history, economics, and political science. Guests have included prominent podcasters such as Tim Miller of The Bulwark, Ben Rhodes from Pod Save the World, and Too Many Tabs’ Alex Pearlman, who cover both right and left-leaning political ideologies. These more in-depth conversations touch on many topics such as healthcare, civil unrest, free speech, and pending legislation. For those seeking political options with a strong male audience on YouTube, this presents a key opportunity to test in Q4. O come all ye faithful, be joyful and triumphant when you click below for more information. Get The Deal In Case You Missed It Your Secret Weapon for Performance and Brand New data from the IPA’s first cross-industry Influencer Marketing Database shows influencers drive returns on par with other media channels in the short term and outperform all media over the long term. Short-term ROI indexes at 99 versus the all-channel average of 100, while long-term ROI hits 151 with a 3.35 multiplier, the highest of any channel. We know influencer marketing drives short-term performance. Now we know it works in the long term, too. CAOs, creators are part of the same influencer-sphere. Value them for both performance and brand impact. Read More The Goods on Podcasting in Germany So far in 2025, Germany’s podcast ad market has topped €100M with 14% YoY growth. Approximately 49% of Germans listen, trust in host-reads remains high, and DAI scales reach. German measurement and compliance standards lead Europe, with video podcasts and AI targeting accelerating cross-channel planning into 2026. Good insights on international podcast markets are hard to find. This piece highlights how Germany’s podcast sector is maturing with clear standards, strong trust, and steady growth. It’s a useful model for marketers looking at podcasting on a global scale. Read More Podcasting’s Plateau? Not So Fast eMarketer projects U.S. podcast ad spending will climb from $2.69B in 2025 to $3.7B by 2029, expanding its share of digital audio revenue from 35.6% to 40.6%. While overall digital audio grows 4–6% annually, podcasts continue to outperform, fueled by dynamic ad tech, cross-platform measurement, and steady brand adoption. Despite gains, podcasts still account for less than 1% of total digital ad spend, underscoring the medium’s under-leveraged potential relative to engagement. Last year, talk centered on podcasting’s growth plateauing. These new projections suggest otherwise. Podcasting still has room to run, with ad dollars continuing to follow listener engagement. Read More #SaveTheLiveReads  Focusing on Solving Your Hiring Needs with Indeed This week’s standout read comes to us from the Focused podcast, where host David Sparks transforms what could have been just another sponsorship for the hiring platform Indeed into something that feels wholly authentic. Instead of reading a script verbatim, David shares his own experience hiring through the platform, weaving together real data with genuine endorsement. The moment he drops, “In the minute I’ve been talking to you, 23 hires were made on Indeed,” the impact lands. It’s human, it’s factual, and it proves that the best podcast ads don’t sound like ads at all; they sound like an experience. When message and messenger align naturally, the results speak for themselves. Listen Here Contact us for a Consultation  OXFORd In The News $1.6 Billion in Data Says: Passion Beats Popularity If you’ve made it this far, you probably know about Oxford Road’s new ORBIT podcast performance ranking. Now, the rest of the industry does too. Outlets including Sounds Profitable and Podnews to Inside Radio, Podcasting Today, and Ads of Brands are all covering how ORBIT is changing the way podcast advertising works. For readers skipping ahead, ORBIT is built on $1.6 billion in verified campaign data, and doesn’t reward popularity; it recognizes performance. The findings show that smaller, niche, and even controversial shows often outperform the biggest names, proving that passion and trust drive conversions more effectively than scale alone. It’s a clear signal that the future of podcast media planning is not about chasing downloads, but about investing where audiences actually take action. To learn more about the first podcast ranking system based on ROI, check out the full report HERE, and keep reading The Influencer for monthly updates. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

To make an industry better, you can’t be afraid to shake things up. We’re celebrating one whole year since two competitors, Oxford Road and Veritone One, joined forces to become the world’s largest podcast and creator-based video agency. Dan Granger (CEO & Founder, Oxford Road) gathered leaders from across the new organization to talk about wins, hard-fought lessons, and tips for anyone looking to create chaos for the better. It’s part victory lap, part therapy, and part masterclass. Joining are some of  our fearless leaders who led the charge during this formative year: Bart Roselli (EVP of Media, Oxford Road) Courtney O’Connor (Director, Podcast Media, Oxford Road) Hilary Shafer (SVP of Podcast & Influencer, Oxford Road) Kyle Jelinek (VP of Client Services, Oxford Road) and Miranda Romano (SVP of Media, Oxford Road The team’s talking: Slow and Steady, Spider-Man Wisdom, Staying Humble, and more. Let’s dig in. “ You need to come in and you need to be ready to listen, you need to be ready to observe, and ready to admit where maybe we were wrong in the past and that there’s a better path forward. With that, I think anything’s possible.” – Dan Granger (CEO & Founder, Oxford Road) Not Fast and Furious: Big ideas spark the fire, but optimism, effort, and humility fuel it. In an industry that moves at the speed of sound, it’s hard to merge two companies without burning out. This is why it was crucial for our leaders and team to thoroughly and critically examine our processes, without missing a beat. It’s also okay to adjust your timing if you don’t get it right the first time. As Hillary puts it: “When I think back to initial timelines and goals we set, I have to chuckle… It’s not that mountains haven’t been moved. They just took longer because there were many more details.” “With Great Power”: Bart took his inspiration from a famous Spider-Man quote: “This is not just about creating leverage. It’s, ‘how do we make the industry better?’” If Oxford Road had tried to just grow without a bigger mission of improving the industry, we wouldn’t have smashed our employee (and client) retention goals. For anyone facing significant challenges, it helps to remember your ‘why’. Values > Tactics: How do you move through differences? Focus on that common goal, and welcome the chance to improve with your top competitor. ”It’s been fascinating just to see, “Oh, you know what? We didn’t think of that, and you guys did that a hell of a lot better,” and vice versa. When the goal is to be better, you put your ego aside to find new solutions. Turns out if you approach improvement with humility, you can do almost anything, including unlocking 30% gains for Oxford Road clients year over year. Want more insights from a year of growth? Check out the full episode below: The Classifieds The Codex For Understanding Your Brain Finally Revealed Network: The Paragon Collective / Monthly Downloads: 30k These days, everyone has a life hack for the simplest inconveniences, but most of the time, they just create stress instead of helping. But what if there was a podcast that was based on working with your brain, not against it? What if I also told you it only takes 40 minutes of your time? Welcome to your new favorite show, centered around optimizing your brain, Do You F*cking Mind? In this Paragon show, Host Alexis Fernandez-Preiksa uses her Master’s Degree in Neuroscience to explain why we sometimes struggle with the basics, and why changing ingrained habits isn’t as easy as we’d like it to be. Alexis focuses on everything from self-love to maximizing your brain’s efficiency, and how to get your mind into any type of mentality. This show would be a good fit for clients seeking a female-skewing audience that is health-conscious, as well as for those looking to attract lifelong learners. To maximize your Q4 media plans, please click the link below if you don’t mind. Get The Deal This Digital News Desk Keeps You Informed Without A Banner Network: Meidas Touch / Monthly Downloads: 200k The news landscape has been changing a lot these past few years, with people moving away from traditional media and turning to digital content to stay informed. Digital journalism has also provided a career pivot for those affected by layoffs or restructuring. Take our first classified as an example. After being laid off from MSNBC, Katie Phang found herself without a news desk. Thankfully, Meidas Touch came along, providing her with a desk and a mic to help Phang reconnect with her loyal audience. The new, shorter format enables audiences to explore issues in a way that traditional news often struggles to, while the shorter, topic-based conversation allows viewers to engage with the stories that appeal to them most. If you’ve found success with political shows or want to target news audiences outside of traditional settings, this would be a great Q4 test. BREAKING NEWS: Click that link below to get in on this opportunity now! Get The Deal In Case You Missed It Spotify Hits Play with Netflix Deal Netflix will distribute select Spotify video podcasts, including The Bill Simmons Podcast and The Rewatchables, starting in 2026. The move expands Netflix’s experiments with talk-driven formats and gives Spotify new reach for shows that need broader exposure. The partnership highlights the growing overlap between streaming audio and video. This makes us wonder how Spotify’s push into video is going. Look beyond that, and you’ll find a good reason for the partnership. Netflix expands its content offerings, and Spotify increases its reach. Read More More Podcasts than Ever Active podcasts have reached record highs in 2025, signaling continued growth in creator participation and advertiser interest. More shows create more ad inventory and lower barriers for brands entering the space. Thumbs up for more supply! However, creating a podcast and building an audience are not the same. Most listening still happens within the top 200 or so podcasts, and longevity pays off for those willing to grind it out. Read More A Lane for AI Podcasts? A recent Amplifi Media experiment asked college students to critique AI-generated podcasts from Inception Point AI. The AI Podcasts that fared better were instructional-based. However, students still noted a lack of warmth and spontaneity as a drawback… go figure. The appeal of instructional podcasts becomes clear when considering how often people rely on AI tools for utility. As a mentor to one of our strategists once said, “Insights only feel obvious after you’ve read them.” Read More #SaveTheLiveReads No More Password Experimentation This #STLR comes to us from Cal Newport and his podcast, Deep Questions. This read is a total win—it’s smart, hilarious, and sneakily educational. Right out of the gate, Cal reels you in with a laugh-out-loud throwback to old-school IT setups (lab coats and mainframes, anyone?), setting the stage for a refreshingly fun take on cybersecurity. But just when you think it’s all fun and jokes, the message lands: today’s digital workplaces are messy, vulnerable, and packed with unseen risks. That’s where 1Password comes in. Instead of rattling off monotonous features, Cal walks us through the chaos of modern SaaS sprawl with personality and clarity, making the case for 1Password’s Trail Code like he’s solving a mystery, not securing his network. The storytelling is top-notch, the value proposition is crystal clear, and the delivery makes you want to laugh and sign up at the same time. Bottom line? Cybersecurity doesn’t have to be boring—and you can be reminded of that in the link below. Listen Here Contact us for a Consultation  OXFORd In The News The Future of Podcast Advertising Lies In Collaboration The best conversations don’t just “happen,” they’re curated. At this year’s CAO event, Oxford Road had a blast helping bring together creators, brands, and the thought leaders driving podcast advertising forward. We especially loved how our planning enabled a standout session with Nick Viall (The Viall Files, Libsyn), Ashley Flowers (Crime Junkie, Audiochuck), and Kim Komando (The Kim Komando Show, WestStar MultiMedia Entertainment) to share how to get the most authentic reads from the hosts they sponsor. By structuring and facilitating the dialogue, Oxford Road played a role in surfacing the insights that we know will push the industry ahead. When passionate minds meet, the ideas get louder, and that’s the kind of collaboration we’re all about. Thank you to Libsyn for their support! Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Kristen Larson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky  

This week on the Media Roundtable, we’re revisiting the time Dan Granger sat down with Lex Friedman (not to be confused with podcaster Lex Fridman), one of podcasting’s original builders, and a leader who’s shaped the business of podcasting since Day 1, for our limited series, “What’s a Podcast? – The Extended Interviews.” Before launching his own consulting business, Lex played a role in nearly every major chapter of the industry: Chief Business Development at Midroll, Chief Revenue Officer at ART19, Head of Podcast Partnerships at Amazon, and Head of Podcast Strategy at Wondery. Along the way, he’s helped define how ads get sold, how shows get funded, and how podcasting itself gets defined. Let’s dig in… “Stop apologizing for podcasting being what it is—because it’s clearly working.” – Lex Friedman (Lex Friedman Consulting) “Win-Win-Win”: Want to know why podcast ads have worked from Day 1? Advertisers got results, creators could fund their shows, and listeners enjoyed free content without tuning out. Podcasting works because all parties benefit, and this remains one of its biggest strengths to this day Talk Radio, On Demand: Lex’s earliest pitch for podcasting was simple: it’s talk radio you can control. That framing helped advertisers “get it” before Serial, before Spotify, before the boom. It’s Electric! But It’s Still a Guitar: Just as “guitar” became “acoustic guitar” after the electric was invented, podcasts may evolve with video, but the word “podcast” isn’t going anywhere. Podcasting’s evolution will open doors, not close them, leading to more opportunities for listeners and advertisers. To delve deeper into the conversation, which covers topics such as Ad Load Tipping Points, Completionist Behavior, Consolidation, Mega-Deals, and more, click the link below. The Classifieds I Always Feel Like, Somebody’s Watching Me Network: Libsyn / Monthly Downloads: 15k Q4 heralds the start of network show swapping, and this week, we are showcasing two top-performing podcasts with brand-new homes for 2026. Our first is a true crime opportunity that covers a very specific type of crime. Often noted as the predecessor of offenses such as assault and murder, stalking’s severity has long been downplayed in our society. Luckily, as true crime has gained popularity, amateur detectives have begun spotting warning signs, which is where this title comes into play. Jaimie Beebe and Jake Deptula spend each episode speaking with real stalking survivors who have come out the other side and are willing to tell their stories. Whether they’re detailing domestic abuse or online webs of deceit, every story contains heartbreaking moments meant to educate and inform. This has been a top true crime performer for many Oxford performance-based advertisers, especially those based in the tech space. If we’ve piqued your curiosity, find more details at the link below. Get The Deal Many Motives, Means, and Opportunities Network: Realm / Monthly Downloads: 55k The words “murder” and “cozy” don’t usually find themselves in the same sentence, but that’s the only way we can deftly describe this true crime podcast, now at Realm. Our moms, Melissa and Mandy, are part of the broader true crime movement, focusing their content on the victim’s point of view, advocating for domestic abuse awareness, and supporting solving cold cases. Their episodes range from well-known mysteries of the past to current, headline-defining stories. Initially, the show focused only on murder, but has since expanded to any crime-related story with a harrowing story that highlights injustices that might not be fully discussed. The show is also a big proponent of compiling deep research and getting the facts right at every turn, resulting in a listenership of engaged, open-minded individuals. Any female-skewing advertiser looking to work with a top-performing opportunity should apportion test dollars accordingly. No mollycoddling around here. Simply click below to open the files of success. Get The Deal In Case You Missed It Creative Quality Beats Targeting A new Creative Dividend analysis from Effie and System1 finds that creativity, not targeting or performance tactics, is the single biggest multiplier of advertising profit. Campaigns that use emotional storytelling and build long-term brand effects outperform those focused on short-term metrics like clicks or conversions. Among media channels, radio and podcasts prove to be “super touchpoints,” performing well in short-term sales and long-term conversions. Check out the WWO Audio Group’s summary of the report’s findings. Our take? You can have the best media plan in the world, but it won’t matter if the creative falls flat. The lesson here is that the key to effective advertising is emotionally driven creative that is placed where it best reaches your audience. Read More ChatGPT: Spotify’s New DJ? By way of Sounds Profitable, we learned that Spotify has launched a new integration that allows users to connect their Spotify account directly with ChatGPT to receive personalized music and podcast recommendations. Users can ask ChatGPT to recommend songs, playlists, artists, albums, or podcast episodes. ChatGPT then searches Spotify content and opens tracks or episodes in the Spotify app, allowing listeners to engage with content faster. The feature is available globally, in English, across 145 countries for both Free and Premium users. There isn’t a direct marketing implication for the Spotify-ChatGPT integration. However, with 34% of U.S. adults using ChatGPT (according to Pew Research), Spotify is playing the long game. Embedding the brand into ChatGPT for music and podcast discovery will drive incremental audiences for the platform, potentially even increasing time spent in the app. Read More Swift’s Record-Breaking Release Is a Win for Audio Taylor Swift’s new album, The Life of a Showgirl, broke Spotify’s single-day streaming record, reached #1 on Apple Music, sold 2.7 million copies in one day, and topped the film box office with her Official Release Party of a Showgirl watch party. The global response was instantaneous, with her music playing everywhere from London restaurants to BBC Radio. The piece highlights how radio capitalized on the moment, with the likes of iHeart, Audacy, and SiriusXM all building special programming and fan events for the release. Marketers can and should take advantage of the Taylor Swift halo. Her album’s release sparks massive spikes in listening across streaming platforms like Spotify, Pandora, and more. For an insight we also found insightful: also check out Ashley Carman’s take on LinkedIn. Read More #SaveTheLiveReads “Earn Your Happy” Pulls Back the Curtains on Blinds.com’s Industry Flip Taking top honors in this week’s #STLR hall of fame is Lori Harder on Earn Your Happy, and her sensational read for Blinds.com! Known for giving listeners “the advice you didn’t even know you needed,” Lori goes full home glow-up mode with a hilarious yet all-too-real tale of window treatment disasters of the past. She paints the picture perfectly, discussing missed appointments, overpriced quotes, and the endless DIY struggle—before revealing how Blinds.com came in and flipped the entire industry on its dusty valence. With their white-glove service, zero pressure to purchase, and actually helpful help (who knew?), Lori’s personal story brings credibility and warmth that makes you want to click add to cart immediately. It’s relatable, refreshingly honest, and makes window upgrades sound like the self-care move of the season. To uncover what a great read sounds like, click the link below and give this read a listen. Listen Here Contact us for a Consultation  OXFORd In The News Oxford Road + Friends Top the Influential Pod List CoHost just dropped its “Top 75 Thought Leaders in Podcasting” roster, and the lineup feels like an Oxford Road Christmas party guest list. Roadies Dan Granger, Bart Roselli, Hilary Ross Shafer, and Rosemary Scalabrino all secured spots, alongside agency pals Bryan Barletta, James Cridland, and Ashley Carman, as well as a strong showing from some of our favorite network partners. With so many Oxford Road voices (and friends of the family) filling CoHost’s list, it’s clear our corner of the industry is making plenty of noise Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

It finally happened- we found insights that brand builders and performance marketers can agree on. We gathered CAOs from all walks of business: from finance and food to jobs and boots. They share everything they’ve learned as they’ve scaled podcasting to enviable levels. Whether you’re team brand or team performance, you’ll benefit from their wealth of experience. On The Media Roundtable, we have one of our favorite conversations from our 2025 CAO Summit.  Conor Doyle (President, Oxford Road) moderated the ”No More Maybes: Scaling Podcast Performance with Precision” panel, where he gathered some of the sharpest CAOs around, who agreed to share their secrets on scaling podcasts. Conor was joined by our VIPs: Gladwell Mwangi (Director of Paid Media, Whole Foods) Kezia Koo (Former Sr. Director, Global Growth & Performance Marketing, Indeed) Megan Smith (Director, Media Strategy, Tecovas) Nick Fairbairn (Vice President, Growth Marketing, Chime) These audio evangelists candidly shared how they grew their podcast buys with confidence and their hard-won lessons from the journey. “Every single time we ratchet up the quality of our measurement, it’s telling us time and time again that podcast is efficient-it’s driving revenue and bringing customers in.” – Kezia Koo (Former Sr. Director, Global Growth & Performance Marketing, Indeed) This week, we’re talking: Measurement Quality, Podcasts Play Nice, Thoughtful Success, and more. Let’s dig in: Measurement Quality: The first step to every success story? Getting measurements you trust. But as spend increases, so should measurement sophistication. Over 6 years, Indeed moved from a single attribution model to different media mix models, and onto clean room measurement. The common result? Podcasts have a fantastic ROI and deserve more spend. The lesson? Scale is constrained by the confidence you have in your performance. Better measurement unlocks increased spend at optimal levels. Podcasts Play Well with Others:  Podcast absolutely performs on its own. But thanks to video, it’s an incredible team player too, helping other channels efficiently scale. Combine book endorsement spots with a trusted podcast host, negotiate usage rights, and you have an abundance of powerful clips for CTV, paid social, and programmatic. With the rise of video, visual brands like Tecovas especially benefit, but the truth is, host authenticity is the rising tide that lifts all marketing boats, so make sure you’re not ignoring it. Thoughtful Success: While there isn’t a one-size-fits-all solution, intentionality played a key role in all of our CAOs’ success stories. You need: Clarity: Define how podcasts can support the rest of your marketing. Longer host endorsements humanize brands more effectively than 15-second DR TV spots can. Thoughtfulness with your placements: Look past the top 10 shows, track your CPAs on a show-level, and when you find a winner, make a commitment. You’ll get amazing reads (which you can then use again elsewhere in your marketing ecosystem). Want more stats and secrets from every step of the scaling journey? Tune in to the full episode by clicking the link below. The Classifieds Don’t Be Blinded By Her Light Network: Sony Podcasts /  Monthly Downloads: 185k When we talk about death, it’s often from the viewpoint of those mourning, usually leading to a somber, morose conversation. What if you could talk with the deceased before they actually died? British comedian and presenter Mel Giedroyc is facilitating weekly conversations with a cadre of guests who want to find the funny in the great beyond. Although the central premise may be morbid, the content is often filled with levity and light. Mel and co often focused on the gratitude we all feel for one another and celebrating life itself while we still can. Giedroyc has often been a part of cozy, feel-good entertainment (The Great British Bake Off, The Big Fat Quiz of the Year), and her recent takeover of this longstanding podcast has resulted in a similar theme. For those looking to reach a dedicated UK-based audience interested in classic, British humor, this is undoubtedly a great test to consider for Q4. Meet us at the pearly gates below for more angelic details. Trust us, this is not something you want to pass on. Get The Deal Don’t Worry, Be Happy Now Network: That Sounds Fun Network /  Monthly Downloads: 150k We’re entering that time of year again when people start forming goals for themselves, often linked to health and happiness. Jeanine Amapola is a Texas-born YouTuber who wanted to build a platform for well-intentioned, self-loving women who finally put those goals ahead of society’s expectations. Her fundamental beliefs are built around Christianity, family, and stability, and that comes through in every episode. Whether she’s discussing toxic diet culture, the perils of social media, or giving her unvarnished advice, Amapola is always ready with an opinion and a strong argument to back it up. This is an opportunity from That Sounds Fun, a Christian-focused network that prioritizes women-led voices. Since premiering five years ago, this has been a solid top-performer for many female-skewing DTC clients, especially those that cater to young mothers. If you would like to be happier (seeing great performance) and healthier (less stressed about unfilled budgets), click below for more details. Get The Deal In Case You Missed It The King Has Abdicated, All Hail the New Regents Spotify announced Tuesday that founder and CEO Daniel Ek will step down in January 2026 to become Executive Chairman as the company adopts a new co-CEO model. Gustav Söderström, Chief Product and Technology Officer, and Alex Norström, Chief Business Officer, will jointly lead operations starting next year. Ek described his role as shifting “from a player to a coach,” focusing on capital allocation and long-term strategy. Spotify, founded in 2006, posted its first annual profit in 2024 following price hikes and cost cuts, and now has nearly 700 million monthly users. This move won’t change how marketers approach audio buys, but it’s still significant. Ek is the founder and has been synonymous with Spotify since its inception, so this change will be a significant shift for all. Maybe not on the same level, but it reminds us of when Amazon founder Jeff Bezos handed CEO duties to Andy Jassy. Read More Pew’s News About News Pew Research released its 2025 fact sheet on podcasts and news. Data shows that 49% of U.S. adults have listened to a podcast in the past month, up from 42% in 2023. Among listeners, 32% report podcasts as a regular news source. The report found younger adults (18–29) are the most engaged, with 67% monthly reach, compared with 28% for those 65+. Pew notes that while podcasts expand news reach, most listeners consume them alongside traditional media outlets. Podcasts as a main source of news are growing. The Pew Research report provides insights into the news genre that every marketer should know. The news genre is one that consistently drives performance across a variety of brand categories, and this report proves that all generations engage with it. Read More Ignore the Platform That Reaches Most Americans? Bouvard Says Yes In a new blog post, Cumulus Media/Westwood One’s One’s Chief Insights Officer, Pierre Bouvard, criticized YouTube Music’s audience claims, calling them vague and unsubstantiated. He noted that agencies often hear “billions” used in YouTube’s pitch materials, without a clear explanation of what demographics or countries are represented. Edison Research’s Q2 2025 Share of Ear study shows YouTube Music’s ad-supported service accounts for only 1% of U.S. listening time, far behind AM/FM radio at 66%, podcasts at 20%, Spotify at 5%, and Pandora at 4%. Bouvard urges agencies and marketers to ground planning in measured data, warning that overlooking radio in favor of digital narratives risks under-delivering on reach. As far as we know, YouTube hasn’t claimed its “billions” number refers to the music service. The “billions” refers to global podcast reach (which we have also questioned). YouTube’s role in podcasting and music content is well established. Marketers know better than to ignore its reach and growing role in audio. Read More #SaveTheLiveReads Parenting Class is in Session with MasterClass Taking care of everyone on a weekly basis, teacher & parenting coach JoAnn Crohn, M.Ed., and co-host parenting coach & educator, Brie Tucker of No Guilt Mom, deliver a standout example of how authenticity, vulnerability, and real-life parenting struggles can be transformed into a powerful and relatable endorsement. Praising MasterClass during this #STLR, these gals effortlessly weave their personal experiences (moments of stress, short fuses, and everyday chaos) into their substantiation of MasterClass’s Science of Parenting class, creating a seamless and emotionally resonant connection for listeners. By sharing specific takeaways and how the class improved their confidence and calm as parents, they offer genuine, results-driven testimony that adds both credibility and warmth. Their tone is upbeat and supportive, mirroring the message of the class itself: progress over perfection, backed by science, not guilt. It’s informative, engaging, and above all, empowering, making this a pitch that doesn’t shame listeners but leaves listeners feeling seen, supported, and eager to sign up for the class themselves. Class is in session, and you can take notes via the link below. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese

Want better insights into the chaotic world of podcasting? You need to hear from the audio experts, who’ve returned from their hiatus to discuss all things CAO Summit 2025. The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 3, Episode 11: “When the Helmets Come Off—Kraig T. Kitchin at CAO Summit 2025” Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes back Hall of Fame legend Kraig T. Kitchin (Senior Strategic Advisor for Oxford Road) to break down their biggest takeaways from July’s event. “[The CAOs] brought their best material and they didn’t hold back vulnerabilities of the goods, the bads, and the uglies of what it is they do.” – Kraig T. Kitchin (Senior Strategic Advisor for Oxford Road & Bonafide Audio Legend) Collaborators, Not Competitors: One magical part of the CAO Summit? The attendees – some of the biggest names in podcast advertising – were honest about their successes and challenges. Fierce competitors took off their game faces and helmets and became vulnerable–sparking breakthroughs for all attendees. The lesson? Mutual success in our industry can grow the pie for all. Audio’s Built-In Edge: What makes podcasting talent different? Their ability to manage two vastly different roles: the entertainer and the authentic salesperson. Since the days of radio, audiences have been comfortable with hosts playing dual roles, which has proven to be a strength for the medium. However, to maintain the effectiveness of ads, podcasting should also look to radio as a cautionary tale. Oversaturate the content with ads, and you will lose the audience. CAOs, when you’re buying ads, keep an eye on ad load. For best performance, we recommend no more than 10%. Use AI to  Be More Human: At an event where in-person interactions, vulnerability, and authenticity reigned, one question echoed throughout the halls: how do you reconcile the human touch with the growing power of AI in creative? Stew lays out the cure: “The antidote to the fear of AI is caring.” AI can do a lot of work, but it can’t care for you. For the most potent creative, care for your audience, and your product shines through. However you choose to integrate AI into your work, it should always center on humans. The hosts, your audience, your partners, and your own creative sensibilities. Ensure that any AI elements facilitate deeper connections for you, rather than trying to replace them. Want more views from the top of the (CAO) Summit? Tune in to the full episode here: The Classifieds Every Angel Gets Its Wings Network: Playmaker Podcast Network / Monthly Downloads: 100k As women’s sports continue their rise in popularity, advertisers have begun looking for ways to meet fans outside of stadiums and fields. Women’s basketball has exploded in popularity thanks to players such as Caitlin Clark and Angel Reese, so it only makes sense that the latter has decided to start her own podcast. Launching its second season next month, Unapologetically Angel is a sit-down interview show presenting weekly conversations with her friends, collaborators, and cultural equals. Guests from season one included reality star and musician Chrisean Rock, rapper Lady London, and American football player/NFL commentator Cam Newton. The show has availability for Q4 testing, as well as social & title sponsorships, live events, and more. This is a solid opportunity for sports-focused advertisers or those looking to reach a female-skewing audience interested in African-American cultural touchstones. If you want an invite to the Bayou Barbie dream house, ring the bell in the link below. Get The Deal A Trio of Legends Create a Hall of Fame Podcast Network: Nativ.ly / Monthly Downloads: 250k There’s a party going on over at Nativ.ly, and the guest list contains some of the biggest names in women’s sports. Women’s sports icons Abby Wambach, Billie Jean King, and Julie Foudy are inviting you to join them week after week to discuss the hows, whats, and whens associated with women’s sports. Coming from the disparate worlds of tennis and soccer, these co-hosts discuss a wide range of sports-related topics that haven’t always gotten their due. Since premiering in September, the show has featured interviews with well-known figures, including NBC Sports presenter Rebecca Lowe, WNBA star Breanna Stewart, and retired US track and field Olympian Allyson Felix. Advertisers seeking opportunities across multiple sports are highly encouraged to test at this time. This is a home run, ace, turkey, hat trick, and touchdown that will have you seeing gold, so if you want to lock in your place at the podium, please click below. Get The Deal In Case You Missed It Dynamic Sponsorships or Disappearing Brand Placements? YouTube is reportedly rolling out new tools that allow creators more flexibility to integrate and manage brand partnerships. The most significant shift for advertisers: creators will be able to dynamically insert or swap branded content within long-form videos. That means embedded ads aren’t permanently locked into a piece of content and can be updated, resold, or customized by market. YouTube says this move helps creators monetize more flexibly. For advertisers, it’s a double-edged sword. The upside is more inventory, lower barriers to entry, and new ways to integrate into content. On the other side, the shift to dynamic ad swaps risks weakening the halo effect that baked-in ads provide, which is one of the larger appeals for the buy type. Time will tell how the change affects this growing influencer channel’s ability to monetize while maintaining performance for advertisers. Read More Nielsen: Why You Should Reallocate Some TV Dollars Audacy is leaning on Nielsen and Commspoint data to argue that reallocating even small slices of TV spend into AM/FM radio and streaming audio delivers outsized gains in reach and impressions. A simulated March 2025 plan shifting 15% of TV dollars to radio nearly doubled impressions (11.7M to 21M) and lifted reach from 44% to over 70% without increasing spend. The analysis also highlights radio’s ability to connect “engagement gap” audiences that use little TV or the internet to advertisers. Reaching light TV viewers is great, but that ship has already sailed. About three-quarters of ad spend is in digital. Radio needs to show how it complements digital so it works even harder to reach your goals. It can’t just hang its hat on extending TV reach, because that slice of the pie keeps shrinking. Read More Spanish Podcasts: The Secret Weapon Brands Ignore In a LinkedIn post, Edison Research highlighted the growing influence of Spanish-speaking podcast audiences. Hispanic listeners engage deeply with shows in both English and Spanish. Younger Hispanic listeners are setting broader digital media trends, adopting a mobile-first and personalized approach to their audio habits. The Hispanic population accounts for nearly 20% of the U.S. and is growing, and brands that engage with this audience see success. Spanish-language audio, especially within the podcast space, is no longer niche. The brands that tap into the culture right will gain an advantage. Read More #SaveTheLiveReads Shopify Brings a Divided, True Crime Couple Together Murder With My Husband, starring true-crime-loving couple Payton and Garrett Moreland, who partner with Shopify as the host for their merch store, graces our #STLR spotlight this week. Opening the spot with a playful “Shopify” chant, the duo immediately showcases their seven-year history with the platform, providing the listener with the credibility and warmth of a personal recommendation rather than a scripted pitch. Instead of rattling off generic features, they weave in personally tested benefits, such as ease of use, intuitive design, and powerful tools for both online and in-store sales, creating a clear picture of how Shopify helps small businesses grow. Their upbeat, conversational tone makes even complex features, such as POS integration and first-party data, sound approachable and straightforward. They conclude with an irresistible call to action, encouraging listeners to jump in and start selling. While this husband-and-wife duo might not agree on everything, including the topic of their podcast, one thing is clear: they both give Shopify an enthusiastic chant of approval. Listen Here Contact us for a Consultation  OXFORd In The News Back the Indies Before It’s Too Late Our very own Giles Martin (EVP of Strategy, Oxford Road) just dropped a wake-up call in Fast Company’s Ask The Experts column. His message? Don’t let shiny video podcasts from big networks distract you from the soul of the medium: independents. Yes, buying indie shows comes with less-flashy production and trickier measurement, but that’s precisely why they need marketplace support. Giles argues that without brand investment, the voices that make podcasting authentic and diverse risk being drowned out by cookie-cutter video productions from major networks. The bottom line: if advertisers want podcasting to keep its edge, they need to put dollars behind indie creators, imperfections and all. Read More Oxford Road’s Podload Report In Practice The Wall Street Journal just profiled tech-bros-turned-podcasters John Coogan and Jordi Hays of TBPN, who’ve built an 11-month-old daily live show into a $5M revenue-generating machine. Their latest move: hiring newly elected president Dylan Abruscato to triple that number by 2026. And tucked inside the piece was a beautiful shoutout to Oxford Road’s Podload Report (built in conjunction with Podscribe), which gave TBPN the baseline on how much ad load their show could handle. While the industry average sits at 10.9%, TBPN clocks in at just 5% — proof that moderation is key. For us, it’s validation that our research isn’t just theory; it’s shaping real business strategy at one of the hottest indie shows in media. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese

This week on the Media Roundtable, we’re taking you back to our 2025 CAO Summit for a tactical conversation on one of media’s most resilient channels: radio. Guest moderator and radio legend Kim Komando leads a panel featuring Nick Macco (Legacybox), Mike Janigian (DraftKings), and Rion Swartz (brand-side growth leader, previously at LegalZoom) on why we shouldn’t write the obituary for broadcast radio just yet. The panel laid out a playbook for turning “old-school” radio into a modern performance media, and we’re giving you a sneak peek: “Radio is a ‘cucaracha’—we keep trying to stamp it out, and it just keeps coming back.” – Kim Komando, Host of ” The Kim Komando Show“ Attribution can be simpler than you think: Promo codes and landing pages help, but Legacybox and others on the panel have found that post-purchase surveys consistently matched more complex models. Triangulation is key. DraftKings mentioned their perfect formula for measurement success: promo codes + surveys + MMM. Creative continuity is key: One of the best things you can do to shore up your radio buy: keep the host connection alive throughout the conversion funnel. Think tailored pages, remarketing with host likeness, and copy that mirrors an on-air read. Host buy-in > genre: Entertainment, sports, talk radio, you name it—if the relationship is real, the results follow. And don’t sleep on political placements: Legacybox found less crowded inventory and more efficient media on conservative radio. The common consensus: radio’s not a relic—it’s a responsive reach engine that still delivers results. Pair engaged hosts with pragmatic measurement and you’ll get both scale and signal. For the full conversation (and more tales from the “cucaracha” that won’t die), tune in below. The Classifieds La Llorona and the Lads Network: Sonoro Media / Monthly Downloads: 25k This week kicked off Hispanic Heritage Month, a celebration of Latinx culture, community, and shared history. Our first classified is steeped in the unique experience of being Gen Z Mexican-Americans and the superstitions that go along with it. Jorge Moran and Ricardo Amado have grown in popularity on TikTok through clips of the show that cover paranormal sightings and Mexican urban legends. In between those more viral moments, the duo delves into endless conversations about their families and shared interests. Family often pops up, especially for young father Amado, who lovingly talks about his children every chance he gets. They also love talking about music, video games, true crime, and so much more. This is a great opportunity for advertisers seeking video-first testing options that specifically target young men who favor niche but engaged communities, especially Reddit. If you’re superstitious about losing testing dollars, click below asap for more information. Get The Deal Shattering the Facade of Some of Society’s Worst Pretenders Network: Starlight Ads / Monthly Downloads: 250k “How could this happen?” This statement is often attached to stories that twist and turn, with no visible end in sight. Javier Leiva is interested in protagonists who cannot be trusted, who build identities and backgrounds that aren’t all that they seem—those who pretend. Whether he’s interviewing dangerous cult leaders, victims of insidious crimes, or running down a fiendish con artist, Leiva is unafraid to dig until he discovers the truth. This is a great opportunity that sits at the intersection of tech, true crime, and education, and exposes the stories that often never see the light of day. Though this is a long-running podcast with a wealth of DR advertisers, they have only recently migrated to a new seller who’s willing to create unique, bespoke opportunities for enhanced re-testing ahead of Q4. Don’t just pretend to click the link below, or you might be featured in the next episode. Get The Deal In Case You Missed It SiriusXM Finds New Reach With Amazon’s DSP? Amazon Ads has struck a partnership with SiriusXM to make its streaming portfolio, including Pandora, SoundCloud, and eventually podcasts, available through Amazon’s demand-side platform. The deal opens up access to more than 160 million monthly U.S. digital listeners and lets advertisers pair Amazon’s first-party data with SiriusXM’s premium audio content. This move heightens Amazon’s rivalry with platforms like Google and The Trade Desk while offering brands a full-funnel attribution proposition. For SiriusXM, it is a new monetization path as streaming competition grows. Access to SiriusXM inventory, coupled with Amazon’s retail data, is a tempting proposition for even the shrewdest marketer, but first, let’s see how transparent Amazon will be with its data and attribution models; history says maybe not. Read More Brazil: Podcasting’s Sleeping Giant The latest revelation from Podnews may surprise some: Brazil remains one of the most overlooked podcast markets despite its size and listening power. With over 200 million people and a robust digital presence, Brazil consistently ranks among the top countries for podcast consumption. Advertisers want access to these audiences, but the ad marketplace is still underdeveloped on the platform side. While Spotify and YouTube have a significant presence, international networks and platforms have yet to establish robust monetization, creating a gap between audience demand and advertising opportunities. Brazil is podcasting’s biggest untapped opportunity, and once international networks shore up the market, expect ad dollars to follow fast. Read More Spotify’s Free Upgrade: Better for Users and Advertisers? Spotify is making its free tier more attractive to consumers by introducing “Pick & Play,” “Search & Play,” and “Share & Play” features globally. Free users can now search for and play any specific track, or instantly play songs shared by friends or artists on social media platforms like Instagram. This marks a significant shift from the prior, shuffle-only experience with limited skips. There’s still a catch: free listeners get an “on-demand time” allocation, after which they’ll revert to limited skips. Spotify is seeking to boost engagement amongst its ad-supported users and expose them to more ads. Spotify isn’t expanding its free tier out of generosity—they’re chasing more engagement and ad revenue. For advertisers, this is good news: more features for free users means longer sessions and more ad inventory to work with. Read More #SaveTheLiveReads Getting Healthy at Home with Function HealthIn this week’s “Save the Live Read”, Andrew O’Hara and Stephen Robles know how important it is to recommend the right products on their show HomeKit Insider, by acknowledging the gravity of a serious topic and bringing it to life. Instead of simply rattling off features, the duo shares their personal experience of using Function Health: booking tests for the next day, seeing 160 biomarkers, and getting real-action steps, proving that the benefits are something that can’t be faked. They also break down the process of using Function Health, going above and beyond your typical 60-second ad while creating an atmosphere of a friendly back-and-forth one might have with their friends. Additionally, their recommendation about how Function Health goes beyond the average smart watch feature positions Function as the golden ticket to jump-starting a healthier and happier life. And the $100 credit at the end? It’s the cherry on top that makes clicking “sign up” feel like a no-brainer. Listen below to hear the vitals of a great read. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Rubi Mora – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese

This week, the Media Roundtable is giving you an all-access pass to one of the most talked-about sessions from this year’s Chief Audio Officer Summit: Flipping the Script: Feedback From Hosts to Brands. Our own Dan Granger (CEO, Oxford Road) sat down with three powerhouse hosts: Ashley Flowers (Crime Junkie), Nick Viall (The Viall Files), and Kim Komando (The Kim Komando Show) to share what they really need from advertisers to create great ads that actually work! “Brands, I understand you want to be safe and risk-averse… but know your audience. My audience wants to talk about dating, and there’s a little bit of raunchiness and just a little bit of honesty… [an unconventional ad read] worked with that audience. It’s memorable; it made them laugh. It also connected what the brand was trying to get across.” – Nick Viall (The Viall Files) The panel delivered a playbook of what works—and, crucially, what doesn’t—when engaging top creators: Do: Make the Most of Onboarding: Ashley urged advertisers to engage with hosts earlier in the process to maximize the benefits of their collaboration.“If [intro calls] gave us time to be more creative and do more custom things, brands could tap into so much more—our fan club, our newsletter, our CRM. There’s so much they don’t even know is available.” Don’t: Lose Track of Your Key Message: Nick cautioned against overwhelming listeners with too many offers or extraneous selling points, encouraging brands to distill their copy to its most coherent form, acting more like an elevator pitch than a seminar. “If I had 10 seconds with you, can you understand what we’re providing and who we’re helping?” Don’t: Overly Script the Host: Or, in Ashley’s words: “Please do not try and write true crime ads.” While this message might’ve gotten a few laughs from the audience, the message is nothing to joke about: forcing ads into a specific narrative often “misses the tone” and “limits who our audience actually is.” Her rule of thumb? “I always change it. I’ll help you guys out, but just don’t waste your time.” In summary: hosts know their audiences better than anyone else. The brands that trust their hosts to personalize their messaging to their audience will see the most significant returns. The brands that don’t will be left with lackluster reads that likely miss the mark. To see all the insights that this star-studded panel had to offer, tune into the episode below. The Classifieds The Beauty Queen and the Class Clown Team Up for This Class Assignment Network: Podcast Nation / Monthly Downloads: 40k Influencers may thrive in their own lanes, but it’s rare to see them collide and collaborate for long-term projects. Brynne Marie and Mario Mirante have each built massive followings on TikTok: Brynne by being a talented makeup artist, and Mario for his ribald, goofy humor. There’s been a lot of overlap between the two, so it only makes sense that they would team up in a new podcast from Podcast Nation, Pretty Funny. Since launching in March, the show has been slowly finding its footing, creating a loyal community and enhancing its production value with a video component. There’s high value in starting a partnership this September, as they are now open to taking advertisers for the first time. This is an excellent opportunity for female DTC brands and male-skewing advertisers that work well in the Comedy Genre. This “pretty funny” podcast is also “pretty testable,” so just click the link below for more details. Get The Deal French & Friends Translate All Things Trending Network: Jonekiri  / Monthly Downloads: 200k In today’s media environment, there’s an overload of information available to any one of us, at any time. Shawn French is hyper-aware of that fact, and that’s why he created his podcast The Determined Society. Each week, French spends an episode interviewing a guest who can demystify trending topics and viral headlines by delving into even the most granular details. Whether the topic is true crime, public health, or business, each episode provides thorough coverage and insightful knowledge. French has always prided himself on being both a top performer in his former industry and an author, speaker, and coach for business development. This is a new opportunity from Jonekiri, which is well-known for its varied roster of shows, especially self-improvement-based opportunities that target young professionals. This is highly recommended for those seeking Business or Society and Culture opportunities that are brand-safe. If you’re determined to click the link below, you will find more information. Get The Deal In Case You Missed It Westwood One’s “Guide to Media Planning” Westwood One’s Audio Active Group released a guide to help media planners allocate audio budgets and set GRP targets. They recommend a mix of 62% AM/FM radio, 24% podcasts, 12% music streaming, and 2% SiriusXM. The guide also outlines daypart trends, with most listening happening outside of classic drive times. It also demonstrates the incremental reach of adding radio compared to TV plus digital alone. Westwood One’s core offering is terrestrial radio, so there’s an undeniable bias toward AM/FM radio. However, if you set that aside, you’ll still find a ton of practical information on how to make the most of your audio investments. Read More Sports Video Podcasts Score Big with Audiences Spotify reports sports video podcast consumption is up more than 4x year-over-year and 53% quarter-over-quarter, including big titles such as The Ringer, Goalhanger’s, The Rest Is Football, and No Laying Up. Female audience growth is up 353% year-over-year, with the US, UK, Brazil, and Australia leading the charge. Given the popularity of sports podcasts on YouTube, it’s no surprise Spotify is seeing an increase in video consumption. For brands in the sports space, video podcasts are a performance layup sitting right in front of you, so make sure you don’t miss your shot at getting into this red-hot market. Read More Sounds Profitable’s Dives Deep Into the 2025 Podcast Landscape Sounds Profitable’s annual Podcast Landscape study was released, revealing shifting definitions of podcasts and demographic growth among other trends for the year. Multicultural audiences are driving growth, with 65% of Hispanic, 62% of Black, and 66% of APAC American audiences listening monthly, compared to 52% of White audiences. The Joe Rogan Experience dropped two points, from 13% to 11%, as an audience favorite, and its lead over the number two show fell from 11 points to 7. Tom Webster sees this as a sign of a healthier market with more competition and choice. CAOs, start with Sounds Profitable’s Podcast Landscape if you want to stay current with the latest podcast listening trends. Read More #SaveTheLiveReads WWE Needs a Doctor—Thankfully, They Have Zocdoc If you like body slams or have a tickle in your throat, this week’s #STLR has something you might relate to. On Raw Recap with Sam Roberts and Megan Morant, these two banter about Paul Heyman’s “larynx problems” (after years of live announcing in the ring) keeping listeners laughing while effortlessly weaving in Zocdoc’s vast benefits, like in-network filters, instant bookings, and same-day appointments. Additionally, Megan is a tried-and-true Zocdoc user herself, which lends credibility to her audience as she shares her personal experiences. By sharing relatable frustrations, such as the dread of calling doctor’s offices or putting off appointments due to time constraints or schedules, these two make Zocdoc feel like the perfect solution to problems everyone knows too well. Their playful, conversational delivery feels like a comedy sketch that just happens to sell you on a life-improving app. With a strong call to action that lands, emphasized by laughter, their live read doesn’t just inform—it entertains, persuades, and leaves you unable to resist the urge to download Zocdoc immediately. Listen via the link below. We promise—no one will get hurt. Listen Here Contact us for a Consultation  OXFORd In The News A Farewell to Todd Cochrane, A Voice for All Podcasters While it’s not exactly “Oxford in the News,” we’re saddened to share that Todd Cochrane, CEO of Blubrry and a pioneer of podcasting, has passed away. The link we’re sharing below is from Oxford Road friend and MRT’s favorite guest, James Cridland, whose eulogy delves deeper than we can here. CAOs should know that Todd’s vision and passion helped shape the modern podcasting industry. As the founder of RawVoice and Blubrry, he provided creators worldwide with the tools to host, measure, and grow their shows. He literally wrote the book on podcasting, introduced advertising on the medium to the earliest sponsors, and even founded the Podcast Awards in 2005. Beyond his innovations, Todd was the heart of the industry, championing independent voices with his humility and unwavering support. His impact will be felt for generations of podcasters to come. Our thoughts are with family and loved ones at this tragic time. Todd will be missed dearly. Read More 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! Thank you to the team that puts The Influencer together each week: Rubi Mora – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

This week on the Media Roundtable, we’re bringing you inside the opening fireside chat from the 2025 Chief Audio Officer Summit, featuring two of the most influential voices in independent media today: Steven Bartlett (Host of Diary of a CEO, Founder of FLIGHTSTORY) and Ben Shapiro (Host of The Ben Shapiro Show, Co-Founder of The Daily Wire). In a conversation with Dan Granger (CEO, Oxford Road), with a stunning oceanfront sunset as their backdrop, our guests get into the real trade-offs of staying independent, especially in the face of nine-figure offers; the discipline behind their respective growth; and how brands can unlock substantial results when they lean into creator-led partnerships. “Independence, in this moment, is a good marker for a lot of listeners and audiences of authenticity. People want to feel like they’re not just tuning in to an institution.  They want to feel like they’re tuning in to a person.” – Ben Shapiro (Host of The Ben Shapiro Show, Co-Founder of The Daily Wire) Experimenting for Exponential Growth: Steven Bartlett breaks down how his Head of Failure team (yes, you read that right, that’s a real department at FlightStory) tests 300–400 variables per episode: from punctuation in titles to the CO₂ levels in the recording room. One tweak to the first 10 seconds of an episode drove a 350% subscriber lift—proof that small tests can unlock massive growth. Striking the Right Ad Load Balance: Both Bartlett and Shapiro (as well as your Oxford Road team) agree: fewer, better ads win. Bartlett flatly rejected a $100M deal that would have stuffed his show with “12 adverts in a podcast,” insisting host reads must be content, and judged by retention and results, rather than just units sold. Letting Creators Cook: Shapiro’s advice to brands: “Get us really familiar with your product—and then let us cook.” These creators know their audience better than anyone else, and they’re not going to expend their own brand equity on just anything. Give them some freedom and they can deliver endorsements that feel personal, perform stronger, and build brand loyalty that lasts. For advertisers seeking to connect with enigmatic hosts who understand how to engage their audiences, Bartlett and Shapiro are the gold standard. For the full conversation, check out the full episode below. The Classifieds 19 Truths and Counting with Jinger and Jeremy Network: Colture Podcast Network / Impressions: 140k This week, we’re celebrating the unofficial beginning of the 2026 annual planning by showcasing two new top performers. Our first new testing win comes from the world of reality TV and truly tries to provide a safe space for cozy family values and kinship. Jinger and Jeremy Vuolo, who were heavily featured on the TLC shows 19 Kids and Counting and Counting On, sit down for a weekly podcast where they are given the chance to open up, peel back the layers, and get down to sharing their truth. In many instances, they regale their audience with behind-the-scenes tidbits and context on the production of reality TV. In other episodes, they talk about the topics that mean the most to them: family, love, spirituality, and growth. This has been a top performer for several female-skew advertisers, especially DTC products that target mothers. We’re counting on you to click below, where you will find more information. Get The Deal Chuckling ‘Til the World Ends Network: Headgum / Impressions: 50k On the less wholesome side of the podcast landscape, we have a comedy opportunity that finds the funny in the bad. Hosted by the eponymous Gianmarco Soresi and comedian Russell Daniels, each episode includes stark, cynical conversations about the world at large. You might assume that no one could make that funny, but Soresi has proven himself to be a quick wit, a clever improviser, and an unhinged personality who is unafraid of even the most dismal subjects. This is a steadily growing opportunity thanks to Soresi’s continued growth on social media and recent appearance on Dropout’s newest season of Game Changer. The twosome is also often joined by guests from the comedy world, such as Alex Edelman, Josh Sharp, and Vir Das. In the cluttered Comedy genre, this offering sets itself apart by working specifically for a left-leaning audience that values diversity, edgy topics, and internet culture. If you want to laugh like the world is ending, get down via the link below. Get The Deal In Case You Missed It Hot Off the Press-Podscribe’s Q3 Benchmark Report is Here The Q3 2025 Podscribe Performance Benchmarks show that podcast and streaming audio now reach 85% of U.S. listeners. Programmatic and run-of-network buys have surged, while YouTube simulcasts account for the majority of video-driven campaigns. The optimal frequency remains three ads per campaign and five ads per month across all channels. iPhone users convert 30% better than Android users, retail leads all industries in efficiency, and mid-roll placements continue to deliver the strongest results. For CAOs who want to maximize their investments while staying current with the latest trends, these benchmark reports are invaluable, but based on our data, individual results will vary. Read More Measurement Stunting Growth of the Creator Economy The creator economy wants to be seen as a mature media channel, but a lack of consistent measurement is limiting progress. While advertisers have steadily increased spending on creators, Digiday reports that brand leaders still struggle to justify budgets without standardized metrics across platforms. Executives interviewed in the piece describe measurement as the “final hurdle” to unlocking more spend. Thanks to Sounds Profitable for highlighting this story and pointing out that transparent reporting is the table stakes for podcasts delivered via RSS feed. The challenge lies with embedded ads in simulcasted video or video-only podcasts, where measurement still lags. Don’t panic though, because the team at Oxford Road is hard at work to solve this issue so all campaigns can have accurate reporting. Read More Apple’s TuneIn to Radio Apple expanded its radio footprint by partnering with TuneIn to bring six curated radio stations to 75 million monthly active users on TuneIn’s platform. This strategic partnership extends Apple’s reach beyond its current ecosystem at a time when Spotify and YouTube are gaining ground in audio. It also demonstrates Apple’s intent to use free radio access as a funnel into its subscription-based products. This partnership achieves two key objectives: it brings content from Apple Music to an ad-supported environment and helps raise awareness of TuneIn, which can often be overlooked as an option for reaching listeners via streaming audio. Read More #SaveTheLiveReads True Crimes Solved with SelectQuote Hope you #STLR listeners are eager for a thriller of a read this week because the hosts of Crimehub: True Crime Stories are contemplating the mystery of the perfect life insurance policy from SelectQuote. This show grabs listeners right out of the gate with the wild “Slayer Statutes” hook, because who isn’t going to perk up when life insurance and true crime collide? From there, the host pivots smoothly into why SelectQuote matters, making a serious topic feel approachable and entertaining. The personal trust they place in SelectQuote adds warmth and credibility, while the mention of $700 billion in coverage and same-day policies gives this ad real credibility. What really makes this pop is the balance: it’s part story, part reassurance, and part practical advice you can actually use, making purchasing insurance less of a crime scene and more of a walk in the park. And with a clear promise of saving more than 50%, the call to action is irresistible and empowering—leaving listeners with a reason to laugh, listen, and an actionable choice to feel a little more secure in their lifetime plans. Don’t be afraid to click on that link below; we promise it’s not scary. Listen Here Contact us for a Consultation  OXFORd In The News Show Me the Money! (But First The Data) According to Insider Radio, Oxford Road’s State of Audio Advertising report shows podcast ad budgets aren’t being capped by money—it’s the lack of performance data that’s holding billions back. Nearly half of buyers say they’d spend more if they could actually measure ROI, while only a third blame budget limits. Additionally, definitions of “podcast” are still fuzzy (audio-only purists, you’re in the minority), but most marketers seem content to move forward anyway. Brand safety? It turns out that political drama worries buyers more than profanity. Podcast ads are booming, but without better data, the industry’s leaving serious money on the table. Read More Podcast Ads Are Growing Fast, But Counting’s Slow According to Radio Online, Oxford Road’s State of Audio Advertising report shows podcasts are printing growth charts, but not without growing pains. Ad spend is soaring, YouTube now accounts for a quarter of podcast listening, and yet marketers are still struggling with measurement and ROI. Oxford Road is rallying the industry with the Alliance for Measurement in Podcasting (“AMP Task Force” for short)—bringing heavy hitters together to finally get on the same page about what a podcast is, how to measure it, and how to prove ROI—because somebody’s gotta bring law and order to the Wild West of audio. The future of podcast ads is big, messy, and totally worth watching. Read More 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! Thank you to the team that puts The Influencer together each week: Rubi Mora – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

This week on the Media Roundtable, we’re taking you inside Podcast Movement 2025. While the major players of the industry gathered in Dallas, breaking news hit the scene: Sounds Profitable has merged with Podcast Movement. On this episode, host Dan Granger (CEO, Oxford Road) recaps the event with team members Courtney O’Connor (Director, Podcast Media, Oxford Road), Julia Palermo (Audio Media Buyer & Planner, Oxford Road), and James Ingrassia (EVP, Strategy & Insights, Oxford Road)—plus a special guest appearance from Bryan Barletta (Founder of Sounds Profitable) and newly named President of Podcast Movement. Together, they unpack what the merger means for creators, advertisers, and the future of industry events–and everything else they took away from this year’s Podcast Movement. Bryan shares how he plans to evolve the conferences, balance creator and advertiser needs, and bring new focus to content and measurement. Then, the team reflects on hot topics and perennial trends from the week: rising podcast consumption, video’s surge, programmatic momentum, and frequency as the new buzzword. These topics are not going away–so get the scoop from our boots on the ground. This week’s episode is brought to you by our friends at Podscribe. “The [podcasting] space changes every two years. It feels like a brand new industry.” – Bryan Barletta, founder of Sounds Profitable and President of Podcast Movement The Big Merge: Sounds Profitable and Podcast Movement are now one. Bryan Barletta takes the reins as President, bringing a new vision for how the industry gathers. Confirmed: brands will have free access to next year’s event as the flagship event moves to New York in 2026, promising fresh energy, more accessibility, and a tighter focus on advertisers’ needs and struggles. Video is Here… Forever: Simulcast isn’t new—but it absolutely dominated the hallway chatter this year. From pixels to QR codes, how we measure and monetize video impressions is the hot question everyone’s trying to answer (we’re doing our part!) It’s About Relationships: Our panel was unanimous: the real ROI of Podcast Movement isn’t what happens on stage, it’s what happens after. Yes, the sessions bring value, but the real breakthroughs come from bumping into a partner in the hallway, hashing out a sticky issue over coffee, or striking a deal at the lobby bar at midnight. When the entire industry converges on one city, chance encounters turn into game-changing conversations—the kind no email, Slack thread, or Zoom call could ever replicate. For more of the conversation regarding all things Podcast Movement-Dallas, join our exclusive panel at one of the links below. Did you know that you can measure audio ads with as much or more precision as other digital channels? Podscribe is the leading podcast and streaming audio measurement platform that helps you go beyond basic reporting, giving you critical insights on how to improve your performance. See in real time which shows, episodes, creatives, audience segments, devices, geos and much more performed best. Quantify audio’s holistic impact with real-time incrementality, and seamlessly integrate your results into your MTA or MMM through the API. Whether you’re a brand testing new shows to advertise on, or a publisher trying to prove ROI to clients, or just looking to diversify your media mix, Podscribe gives you a full-funnel view to turn insights into action. Ready to see what smart audio measurement looks like? Sign up here with promo code NEW20 to get 20% off your first 3 months, or email us at partnerships@podscribe.com to get started. The Classifieds Fighting Fire with Fire Network: The Daily Wire / Monthly Downloads: 750k A lot of energizing conversations were just had at Podcast Movement, but the ones that will have the most follow-ups surround custom integrations. The Daily Wire has long distinguished itself by expanding into new media. In their latest launch, coming this September, the conservative stalwart is pulling all the stops in audio, video, social, and more. This bi-weekly opportunity will feature a rotating guest list of the top conservative voices intent on debating political and cultural topics, no matter how heated things get. For those who want to key in coverage on the news of the day, this podcast will provide diverse POVs that satisfy a curious mind. This is a great new test for anyone already seeing performance in News and Politics, or who needs a solid brand awareness play that is outside the box. If you want out of the frying pan and into the fire, hop on over to the link below. Get The Deal Release The Drama Files! Network: Libsyn / Monthly Downloads: 200k It’s not just new shows that are focusing on larger integrations. Reliable top performers are also finding unique ways to engage with their audiences, and Nick Viall and Natalie Joy certainly know how. Viall (The Bachelor, The Bachelorette) has been a reality TV star for some time, but through his podcast and subsequent new production network, he has strongly endeared himself to fans and drama lovers alike. Each week, the show recaps recent episodes of classic franchises such as Love Island, Love is Blind, and Vanderpump Rules. In accordance with the show’s popularity, many personalities have graced the podcast for exclusive interviews, including recent high-profile guests such as director James Gunn, RHOSLC Monica Garcia, and Perfect Match’s Daniel and Lucy. While host reads are always available for new tests, longer integrations and social extensions are now available for the right advertiser or brand. Get in line and file down below for more information. Get The Deal In Case You Missed It Magellan AI’s Latest Benchmark Report Shows Spend Is Up Magellan AI’s quarterly benchmark report shows the podcast market is accelerating: with overall spend rising 28% year-over-year and 17% quarter-over-quarter. Financial services was the top-spending category, followed closely by Business Services & Software and Consumer Services & Software. Advertisers spent an average of $318K per month on podcasts ranking in the top 500, and mid-tier shows (ranked 501–3,000) averaged ~$39K in monthly revenue. Ad load also continues to increase, with Q2 averaging 8.13%. This is evidence that growth isn’t confined to the top shows. For marketers, the report findings underscore the need for balance when planning. While top shows provide scale and diversity across mid- and upper-mid-tier shows, smaller shows can improve efficiency while still tapping into passionate, intent-rich audiences. Read More Talk Shows Are Out, Podcasts Are In Podcasting is seeing a decline in narrative-style productions, while chat-driven shows, usually in a video-first format, are increasing in dominance. Personalities like Theo Von, Mel Robbins, and various political commentators are climbing the charts, pushing out shows with more structured conversational formats. This shift reflects the waning allure of traditional talk shows on TV and the rise of podcasts as their replacement, sometimes complete with live events and sell-out audiences. Podcasting will continue to evolve, but in 2025, it’s the casual talk-show style format that’s capturing consumer attention. For marketers, take note of this trend. Read More No More “Bye Bye Booey”? Howard Stern has reportedly signed a new deal with SiriusXM, even as speculation swirled about his potential retirement. The agreement reportedly secures Stern’s continued presence in the audio landscape, underscoring the enduring power of legacy talent to anchor platforms and drive advertiser interest. While terms were not disclosed, the news quells uncertainty in the short term for SiriusXM and advertisers who rely on Stern’s loyal audience. We covered The Sun story about Howard’s cancellation, although with a caveat that we would wait for confirmation. For now, it looks like Howard is sticking around, and the chatter about his future might boost interest in his show–we’ll know for sure when he comes back from vacation next week. Read More #SaveTheLiveReads EarnIn with the Brohios This week’s EarnIn shoutout by the Brohio podcast Bros, Delicious Nickilicious, and Rob Dawg, is a perfect example of how authenticity and relatability can transform an ad into a moment of real connection. From the very start, the Bros paint a vivid picture of a universal struggle—running low on cash before payday—and immediately pull listeners in with humor and honesty. Their storytelling is lively and specific, making EarnIn’s value feel both practical and urgent. What elevates the read is the balance of personality and clarity: a natural tone makes the message fun to hear while the straightforward breakdown of EarnIn’s features—$150 a day, $750 between paychecks—entices the audience. It’s not just informative; it’s entertaining, memorable, and leaves listeners with a sense of empowerment. By closing with a straightforward call to action that also supports the show, this ad culminates in a win-win moment that motivates listeners to cash in right away Listen Here Contact us for a Consultation  OXFORd In The News The State of Audio 2025: Chaos, Clarity, and the Frequency Fight Ahead Audio is having its chaotic-teenager moment in 2025: growing fast, experimenting wildly, and leaving brands scrambling to keep up. Oxford Road’s new State of Audio Advertising report doesn’t just document the madness, but calls it out; calling out the shaky measurement, fuzzy definitions, and video muscling its way into the podcast space. Our hot take? The industry needs a backbone of clarity and authenticity; otherwise, budgets and brands will drift. Audio is ready to roar, but only if the industry starts dialing in its frequency with a little more clarity and a lot less guesswork. Read More 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! Thank you to the team that puts The Influencer together each week: Rubi Mora – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

This week on Media Roundtable, we’re bringing you the inside story straight from the 2025 Chief Audio Officer Summit, where the people shaping the future of podcasting and audio advertising gathered to ask one big question: Where do we go from here? This episode is a recording of Dan Granger’s keynote presentation of Oxford Road’s annual State of Audio Advertising report, which gave attendees the answer. The free report is available too–download it now for the full experience. In his address, Dan touches on the industry’s most pressing topics—attribution, fragmentation, and the rise of video—calling marketers to mobilize around standards that unlock growth. He introduces new data from Oxford Road’s upcoming “What Brands Want” survey, challenges assumptions about channel spend versus consumption, and gives Chief Audio Officers in attendance a road map for the year ahead. “When we define the medium, we can align on metrics. And when we align on metrics, we can unlock scale.” – Dan Granger, CEO of Oxford Road Metric Mayhem: From promo codes and pixels to clean rooms and walled gardens, attribution is all over the map. The result: inflated costs, missed investment opportunities, and frustrated marketers. The YouTube Effect: With 25% of U.S. podcast consumption happening on YouTube, the dynamic is shifting between platforms. For advertisers, it’s both a gift (scale) and a hazard (measurement headaches). Uncluttered Advantage: Compared to TV and social, podcasts remain cost-effective and relatively ad-light, making them one of the best buys in media. To catch up on all the groundbreaking revelations and strategies from CAO ‘25, click the play button on one of the links below. Download the full report here The Classifieds Embracing “Because” Instead of “Why?” Network: Realm / Monthly Downloads: 1.5m Leadership is an evolving discipline that many people struggle to perfect. Mick Hunt has been on a path to propel others forward through the power of purpose. Hunt grew multiple businesses and graced the Forbes Business Council before writing his bestselling book How to Be a Good Leader. In his chart-topping Leadership podcast from Realm, Hunt drills down on important topics related to a variety of sectors such as entertainment, medicine, politics, and sports. Hunt advocates for finding the fuel that you need to accomplish any goal and be the best leader you can be. Both DR and high-reach brands are taking significant notice of this podcast’s messaging and have come out in droves to test in recent months. For anyone looking for self-improvement-based Business, Education, or Mental Health opportunities, this is a must-test for Q4. For more information, lead yourself to the link below. Get The Deal  Psalms & Syrups Network: Audacy / Monthly Downloads: 35k Audio is consistently linked to intimate vulnerability, so it makes sense that we hear a lot of religious podcasts that contain raw truths. Ally Yost has been building a close following through her TikTok, (currently sitting at an astounding 2.1 million followers) by documenting her conversion to Christianity and subsequent glow-up. In both her social media and podcast, Yost provides a brand of level-headed compassion and vulnerability that resonates strongly with her audience. Whether she’s espousing gratitude or providing guidance for those starting their own journeys, Yost continually strives to do her best. Since premiering in 2023, the show has partnered with DR advertisers that align with life changes, especially employment, education, and marriage. If you’re a female-skewed brand that aligns with a value-oriented consumer base, this is an excellent opportunity to explore during your next test period. I’ll take cream, two sugars, and a slice of the link below, please! Get The Deal In Case You Missed It It’s Tay Tay’s World, We Just Live Here Swifties across the podcast world finally got their wish–Taylor finally appeared on New Heights–and it might just be one for the ages. She shared personal stories, announced her 12th album (The Life of a Showgirl), and in just 24 hours, garnered 11.7M YouTube views, 400M+ social clip views, 3,000% Spotify listener spike, and doubled the show’s female audience share. Oh, and don’t forget, demand crashed the livestream. This was another masterclass in marketing from Miss Swift. Mirroring what we saw with the “Podcast Election”, Taylor’s decision to use a podcast to promote her album release shows the growing cultural impact of the medium in shaping narratives and driving MASSIVE reach. This “showgirl” still knows how to dazzle, whether it’s in a bejeweled bodysuit or a podcasting studio. Read More Radio Discovers Local Content is Important An article in RadioInk highlights how local radio operators across the U.S. are defying headwinds by focusing on community connections, local content, and multiplatform ad packages. The strength of local media—and make no mistake, radio is a local medium by a wide margin—is its content and connection to the region. The fact that this is news in an industry trade publication is equal parts telling and alarming about the current state of terrestrial radio. Read More Nielsen Drops Its Annual Podcast Report Nielsen’s latest “Podcasting Today” report reveals steady U.S. audience growth, with multicultural and Gen Z listenership expanding rapidly. Among the 18-34 segment, podcasts now represent 32% of ad-supported listening, with podcasts continuing to outperform other channels on recall and engagement. Nielsen’s report echoes Edison’s report shared last week—the podcast landscape is becoming increasingly diverse! CAOs, this report provides valuable insights, and it’s no wonder podcasting is seeing a surge in spend. Growth isn’t slowing down; it’s becoming more multifarious. Read More #SaveTheLiveReads Adios, Language Learning Anxiety! The Anxiety Coaches are back as Gina Ryan delivers this week’s #STLR, featuring the perfect tool to avoid those cringe-worthy moments when your foreign language skills are no bueno—Babbel! We’ve all felt that panic of traveling somewhere and not knowing the language, but Gina keeps it light and funny while introducing Babbel as the easy fix. Her gentle, soothing demeanor makes language learning feel approachable instead of intimidating. While sharing her own story about learning Spanish, she embeds warmth and authenticity throughout the read, making the ad feel more like advice from a trusted friend than a sales pitch. Highlighting Babbel’s practical, real-world lessons shows listeners it’s something they can stick with—and wrapping it up with a significant 55% discount makes hitting “sign up” feel like a total no-brainer, or una buena opción. Listen below and hear for yourself. ¡Disfruta la escucha! Listen Here Contact us for a Consultation  OXFORd In The News Oxford Road Cracks YT Measurement Everyone in podcasting has been asking the same question: How do you measure YouTube podcast ads when the platform won’t let you? Influencer readers and CAOs already know, Oxford Road just answered it at last month’s CAO event. Numerous industry publications are mentioning this breakthrough, including Inside Radio, Ads of Brands, Podcast News Daily, Podcasting Today, and Roastbrief. By teaming up with Media IDentity Graph (MIDG), we built a way to measure ads inside YouTube’s walled garden (without peeking over the fence). The research shows YouTube podcast audiences skew younger, male, and a bit less diverse—different from the classic audio crowd. Bottom line: this is the first real proof that YouTube podcast ads deliver, and it could push the industry toward finally standardizing podcast ad measurement across all mediums. Read More MRT Named “Must-Listen Podcast About Podcasts” We’re thrilled that our own Media Roundtable was featured in Podglomerate’s exclusive list of “18 Must-Listen Podcasts About Podcasts”—a curated celebration of the best shows exploring the craft, the industry, and the future of podcasting. This shout-out isn’t just recognition—it’s validation. Oxford Road’s MRT inclusion underscores our role not only as sharers of measurement innovation and thought leadership (like our “What Is a Podcast?” white paper with Edison Research)—but also as champions of deeper conversations that propel the podcasting ecosystem forward. Thanks to Podglomerate for spotlighting voices that help the medium grow smarter. Read More Wondery’s Recalibration is a Turning Point In the latest Podnews Weekly Review, hosts James Cridland and Sam Sethi unpacked Amazon’s sweeping restructure of Wondery, choosing to separate their audio and video business. Dan Granger’, CEO of Oxford Road, framed the move as a strategic recalibration toward an integrated audio ecosystem, highlighting how the industry must adapt to shifting listener behavior. The episode also spotlighted Patreon’s $10B creator milestone, Spotify’s new UK age-verification rules, and Riverside’s expansion into hosting—cementing Oxford Road’s role as a thought leader driving the conversation on where podcasting goes next. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

In This Week’s Ep: Our Industry-First Breakthrough on YouTube Podcast Attribution (CAO Summit Exclusive) This week on the Media Roundtable, we’re giving you a front-row seat to the 2025 Chief Audio Officer Summit for a case study breakthrough that could change the way podcast advertisers think about YouTube—or at least how they measure it–forever. Led by our own Giles Martin (EVP, Strategy & Insights, Oxford Road), this session marks an industry first: using passive panel data to measure the true impact of podcast simulcasts on YouTube. The pilot study, developed in partnership with Keith Friedenberg of Media IDentity Graph (MIDG), measures what marketers have only guessed at—and proves YouTube podcast ads can deliver statistically significant lift. This episode is a companion to our groundbreaking white paper, Inside the Walled Garden: Breaking New Ground on YouTube Podcast Measurement, available NOW for free.. The team is talking: Cracking the Simulcast Code, What YouTube Viewers Really Look Like, The Lift That Bucks the Trend, and more. Let’s dig in… “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. 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! Thank you to the team that puts The Influencer together each week: Rubi Mora – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

This week, we’re sharing one of the long-form interviews that helped create the What’s a Podcast? series. This edition of The Extended Interviews features one of the voices that helped build the podcast industry as we know it: Guy Raz. Dan Granger (CEO and Founder, Oxford Road) sits down with the creator of How I Built This to talk about “How We Built This”—i.e. how podcasting went from media exile to a mainstream power player—and what’s worth protecting as the lines between audio, video, and algorithm blur. This episode is an informative insight into the early phases that shaped the Podcast world as we know it today, straight from one of the faces on Podcast’s Mount Rushmore. The blueprint to greatness is as follows: “I wanted to make things that inspire people… and I found podcasting was the place to do that.” – Guy Raz (Creator, How I Built This) The Podcast Intimacy Advantage: here’s nothing else like it: just one voice in your ears, building a world in your mind. Guy explains why podcasting delivers connection and nuance in ways video can’t replicate, and why there will always be room for content that’s audio-first. Video is the Add-On, Not the Engine: Yes, he´s adapting to video. Yes, he shoots in-studio now. But the core of Guy’s show still works with eyes closed-by design. CAOs: don’t confuse the sizzle for the steak. From Gatekeepers to Garage Tinkerers: Guy reflects on the early days of podcasting, back when it felt like career exile, and why that scrappy, DIY spirit still matters today. You didn’t need permission to start then-you don’t need permission now-and that freedom is worth defending. In a moment of rapid evolution for the podcasting industry, Guy Raz offers a rare blend of creative insight and operational clarity on what’s worth preserving — and what’s ready for reinvention. This episode equips CAOs with the perspective they need to navigate shifting platforms, define standards, and protect the long-term value of an audio-first strategy. For more tips on creating your podcasting empire, click one of the links below to listen to the full episode. The Classifieds You’re Going to Need a Bigger Boat Network: Cloud10 / Monthly Downloads: 50k It can be hard to find friends willing to listen to you info dump about another pointless bit of internet drama or pop culture nonsense. Luckily, there’s plenty of great podcasts available to pick up that slack. Sophie Ross and Christy Leung are friends and co-hosts who post two episodes a week, chock full of drama, inspo, recaps, and a whole lot more. Though their Thursday episode features the more tawdry news items of the week, the show is an overall good time filled with niche deep dives, trending gossip, and rabbit holes that you’ll enjoy getting lost in. This podcast has been recently acquired by Cloud10 and has already seen an uptick in DR advertisers with a strong female base. This is highly recommended for Gen Z and Millennial-skew clients, or anyone capitalizing on trending reality TV shows. Take the bait, and reel in another core performer at the link below. Get The Deal The Best There Is, The Best There Was, And The Best There Ever Will Be Network: Backyard Ventures / Monthly Downloads: 125k Wrestling has long been seen as an insular, fringe interest, but no one has told the modern WWE. Fueled by its inclusion on multiple streaming services and a push on social platforms like YouTube and TikTok, each week millions of viewers tune into its marquee shows to see their favorite personalities. This newest podcast opportunity is a simulcast that publishes on the WWE channel, reaching 110M subscribers, serving to update fans on the newest storylines, characters, costumes, and fight choreography. Hosts Sam Roberts and Megan Morant are long-time lovers of all things wrestling, as well as embedded, trusted personalities who have long been a part of the organization. The show is typically male leaning, with a 35-45 average demo. It’s perfect for any plan trying to reach those interested in Sports, Pop Culture, TV & Film, and Leisure. If ya smell what The Rock is cookin’, seek the link below for more information. Get The Deal In Case You Missed It Amazon’s Podcasting Reorg Amazon announced the dismantling of its Wondery podcast studio on Monday, resulting in approximately 110 layoffs and the exit of Wondery CEO Jen Sargent. In a significant restructuring, Wondery’s award-winning narrative podcasts (like Dr. Death) will be integrated into Audible, while high-profile, creator-hosted podcasts such as Armchair Expert will remain under the Wondery brand but be managed by a new Creator Services team. If you follow Oxford Road on LinkedIn, you’ll know that we covered this news Monday. Our take: Amazon’s split may crystallize a broader trend in podcasting: personality-led podcasts (often in an interview format) prioritize video even if consumed as audio. Narrative-led shows, on the other hand, remain an audio-first craft. For video-led podcasts, advertisers will need to get used to fewer signals for measurement, at least until YouTube and other platforms agree to pixel-based attribution. Read More The End is Nigh for Howard Stern? The Sun Says So The US version of The Sun claims The Howard Stern Show is set to be canceled by the end of 2025, when Stern’s current $100 million/year contract expires. Unnamed sources cited in the piece say SiriusXM is unlikely to offer Stern a new deal that meets his financial expectations. If the show does end, SiriusXM could still acquire rights to Stern’s vast archives and library for future use. This is all very new, and we’ll wait for independent confirmation on this story, since The Sun isn’t widely regarded as a reliable source. If true, this is big news. And, expect high-demand episodes as longtime fans and advertisers rush to participate in Howard Stern’s remaining broadcasts. Read More Cumulus is Rumble(ing) Cumulus Media has announced a strategic partnership with Rumble to expand its reach into digital, video and podcast distribution. The deal will make Westwood One and Cumulus Podcast Network content available on Rumble’s platform. Cumulus executives framed the move as a way to tap into creator-driven media and diversify revenue while leaning on Rumble’s video infrastructure and growing audience base. Partnering with Rumble offers access to a fast‑growing, independent video ecosystem and the potential for new ad dollars. This is welcome news for a legacy radio company that has struggled financially and saw its stock delisted by NASDAQ earlier this year. Read More #SaveTheLiveReads The curiosity department heads—aka Design Better hosts Eli Woolery and Aaron Walter—really outdid themselves in this week’s #STLR with a masterclass (pun intended) on creativity, growth, and excellence. These two aren’t just reading copy—they’ve taken 20 classes on MasterClass and speak from real experience, which makes their excitement totally infectious. By name-dropping legends like David Carson, Joanna Gaines, and Sarah Blakely, they make the platform feel both inspiring and totally within reach. Their smooth shift from thoughtful insights to practical advice feels authentic, giving the ad real heart and substance. And the cherry on top? A special 15% off just for Design Better listeners—making this pitch not just motivating, but a total no-brainer. Listen Here Contact us for a Consultation  OXFORD In The News CAO Summit Proved Why Audio Still Reigns Supreme The 2025 CAO Summit may be behind us, but the buzz hasn’t dulled. This week’s LinkedIn reflections from industry leaders spotlight just how impactful the event was for the audio world—and why it’s quickly becoming a must-attend for brands, creators, and media innovators. Flight Story’s Christiana Brenton & Lily Taurau celebrated the summit as a catalyst for elevating industry dialogue—highlighting how moments like CAO create space for bold thought leadership and reinforce the need for open distribution in a fragmented landscape. Wondery Founder Hernan Lopez echoed the power of immersive storytelling to break through the noise. Branding Consultant Jaclyn Ruelle emphasized how branded audio can become true culture-shaping content when paired with talkability and strategic buzz. The CAO Summit didn’t just gather the best minds in audio—it inspired a renewed push toward smarter, bolder, and more integrated brand storytelling Read More 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! Thank you to the team that puts The Influencer together each week: Rubi Mora – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wies  

This special edition of Media Roundtable offers a front-row seat to our third annual CAO Summit, held at the stunning Terranea Resort. Hosted by Giles Martin (EVP, Strategy, Oxford Road) and featuring guests Alia Smith (Associate Manager, Acquisition, Boll & Branch), Megan Smith (Director of Media Strategy, Tecovas), and Oxford Road’s own James Ingrassia (EVP, Client Services), the episode captured the insights, inspiration, community—and gorgeous sunsets—that defined this year’s event. The team is talking: Hosts Know Their Audience Best, Industry-First Simulcast Measurement, Breakout Sessions FTW, and more. Let’s jump in. “The best of everything you can really ask for.” – Alia Smith (Associate Manager, Acquisition, Boll & Branch) Hosts Know Their Audiences… Better Than Brands Do?: Steven Bartlett (The Diary of a CEO) and Ben Shapiro (Founder, The Daily Wire) headlined night one of CAO with a fireside chat and a powerful reminder: podcasters who build their platforms from the ground up really know their audience. Our CAO guests were struck by their passion, selectivity, and authenticity when endorsing products—and Alia especially appreciated Ben’s live shoutout to Boll & Branch! What really struck the panel was the similarities in approach, despite their inherent differences. Breaking Ground on Simulcast Measurement: A new case study from Oxford Road and MIDG Media introduced a first-of-its-kind measurement for YouTube podcast campaigns. Our guests discussed the implications for visual-first audio storytelling, especially for high-touch, visual products like bedding and apparel. Keep your eyes peeled for the case study, coming soon to an inbox near you. Real Conversations, Valuable Connections: Multiple guests praised the summit’s “zero-pitch” policy. What emerged instead was real conversations between brands, creators, and strategists about what’s working, what’s not, and what’s next. No pitches—just sunsets, celebration, and connection. Megan called this year’s event “comfortable, like being with friends.” It’s what made the CAO summit work, and what makes gathering in-person so important, especially in the age of remote work and Zooms. Whether you attended this year or are keeping up from afar, this episode is your insider’s pass to the most intimate, insightful, and strategic audio marketing gathering of the year. Check out the full episode to get the scoop. The Classifieds Make It First. Make It Better Later. Network: Soundrise / Monthly Downloads: 40k The phrase “it’s never too late” is common, but the act of beginning is a long, arduous one. This is the problem that Radiotopia podcast host Alex Sujong Laughlin aims to dissect in her newest podcast, Try Hard. Launching on 7/28, this interesting new opportunity comes from the same team as the immensely popular show Normal Gossip. Each episode will detail Alex’s efforts to help someone try something new and follow through until they reach their goal. Whether they’re trying to learn a simple trick or begin their journey into an expert skill, Alex will detail the highs and lows, the hurdles they have to overcome, and the inner turmoil that has traditionally held them back. This would be perfect for those who find success on shows that lean into lifelong learning and self-improvement. Just do your best and click below to test into this offering. Get The Deal Spoiler: There Isn’t One Network: SiriusXM Podcasts / Monthly Downloads: 500k Stephanie Soo is not a new name in podcasting, but this is her newest podcast with the fine folks at SiriusXM Podcasts. Soo grew her brand as a Mukbang YouTuber, but has pivoted to true crime in recent years, setting herself apart by providing unbiased opinions and commentary. Moral Of The Story takes a different approach from her usual content, covering pop culture, internet trends, influencer drama, and whatever else Soo wants to ponder. Recent episodes have covered Chinese and Korean reality TV shows, as well as the top-of-mind scandals sweeping social media. For those who are already a fan of Soo, or those who wanted to join her fandom but don’t enjoy true crime, this proves to be a great avenue. This is a surefire opportunity for advertisers looking to reach young female professionals with a love of deep-dive commentary on YouTube. For a twist in your story, click the link below to read along. Get The Deal In Case You Missed It Amazon’s Audio Math Equals Success Amazon, a company that measures everything, recently turned to audio to boost Prime Day sales. The conclusion? AM/FM radio advertising significantly boosted Amazon Prime Day 2025 sales, helping drive $23.8 billion in spending. A Quantilope study found 53% of radio listeners made a purchase, outperforming music streaming and podcast audiences. Radio ads also had strong recall, with 46% of listeners remembering hearing Amazon messages and 70% reporting they would visit Amazon or search for deals after exposure. This piece comes on the heels of a Westwood One Audio Active Group analysis which also highlighted the role of audio in driving Prime Day sales. Marketers, take a page from this playbook by prioritizing performance-driven radio buys to drive online conversions. Read More Pinpointing with Local Radio ZoneCasting™ technology lets FM radio stations deliver up to three minutes of hyper-local content per hour by using synchronized boosters, which has been approved by the FCC. This enables geotargeted ads without relying on consumer data, making radio more competitive with digital platforms. Early campaigns in markets like San Francisco, San Jose, and Jackson, MS have shown success with localized ads and traffic updates. Radio can now support hyper-local targeting, making it viable for brands with limited footprints or for multi-location retailers that want to reach specific neighborhoods without wasting spend. Read More Patience Please: 3 Minutes to Tune In Reported by Sounds Profitable and originally spotlighted by James Cridland in Podnews, there’s a Reddit thread about increasing ad load in podcasting from the perspective of consumers. The article discusses how multiple ads that appear before a show starts negatively impacts listener engagement. A podcast creator also weighs in that ad load is dictated by the publishers. Two key takeaways: Reddit has become a go-to source for trendspotting among marketers, and rising podcast ad loads risk driving listener fatigue. Watch ad saturation closely to avoid diminishing returns. Read More #SaveTheLiveReads Goodbye Internet “Doctors” Hosts of the Get the Hell Out of Debt podcast—award-winning, bestselling author Erin Skye Kelly and her best friend Keri Blakeney—manage to make both money and going to the doctor feel fun in this week’s #STLR for Zocdoc! Their sharp humor and clever nods to pop culture engage listeners right away, setting up a health-related dilemma we’ve all faced: too many TikTok hacks, not enough actual medical advice. The transition to Zocdoc is seamless and compelling, with Erin’s personal story giving the ad heart and credibility. Their clear breakdown of how Zocdoc works—filtering by insurance, location, and real patient reviews—reinforces trust and makes it compelling for listeners to act on the offer. Forget chasing olive oil trends-with Zocdoc, you’re skipping the guesswork and saving money by booking real doctors that actually take your insurance. Now that’s financial wellness we can all get behind. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ruby Mora – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese  

CAOs, always remember that being exclusive isn’t all it’s cracked up to be when open distribution is a growth strategy. This week on the Media Roundtable: Special Edition, Dan Granger (CEO and Founder, Oxford Road) welcomes Christiana Brenton, Co-Founder of FlightStory.Studio & CRO of FlightStory, the media company behind Diary of a CEO (the fastest-growing podcast brand in the world!). This week’s episode is sponsored by our friends at Libsyn. The team is talking: Decentralized Growth, Measurement Headaches, and Why Humility Wins. Let’s jump in… “We want to be everywhere, all the time—and never reliant on one singular platform.” – Christiana Brenton (Co-Founder & CRO, FlightStory) Open Distribution as a Business Model: The $100M offer they turned down? It came with strings: exclusive platform deals, walled-garden distribution, and ad loads that could kill listener trust. FlightStory said no, because open distribution fuels reach and resilience. Diary of a CEO is now publishing to YouTube, Spotify, Samsumg TV Plus, and even in-flight entertainment on major airlines… talk about a ”flight story”. Know Nothing? Test Everything: Steven Barlett didn’t know the rules of podcasting. That worked in his favor. His video-first mindset, rooted in his social media background, enabled FlightStory to build and experimentation culture where nothing is assumed and everything is tested. 300+ thumbnail/title tests per episode. Eye-tracking rough cuts. AI-powered content planning. It’s not a content farm – it’s a creative laboratory. Measurement Is Still Broken… But Preassure Can Help: Despite incredible growth, measurement lags behind. Brands want attribution… then get vanity URLs. CPMs mislead. Metrics don’t translate across platforms. Christiana’s take? Preassure can make a diamond. ”When partners spend millions with us, we owe them performance. That accountability fuels better work”. That goes both ways: for creators and platforms alike, transparency in attribution is a must. For marketers looking to grow their audio programs without sacrificing integrity, this one’s not just a good listen—it’s a blueprint for success! The Classifieds Murder, She Wrote, then Recited Network: QCode Media / Monthly Downloads: 900k True crime continues its upward ascent, and we’re more than happy to celebrate it in this week’s classifieds. Our first comes from a multi-talented icon: TikToker, filmmaker, comedian, and now podcast host, Kris Collins. She has a huge footprint across the Gen-Z media landscape, with her relatable cadence and quick wit drawing many. Though newly represented by QCode Media, Crime, Conspiracy, Cults and Murder has been a Spotify chart-topper for some time, thanks in part to her heavy Gen Z audience on TikTok and YouTube. While she might be typically known for her light observational comedy, this podcast’s content is anything but; often focusing on grisly stories of humankind at its worst. The research and presentation denote a professional production that feels educational without being dry or obtuse. Oxford Road advertisers are already finding success in testing this opportunity, especially those who prefer video-heavy offerings. It would be criminally irresponsible for you not to test, so please submit your evidence at the link below. Get The Deal But Here’s What REALLY Happened… Network: Audacy / Monthly Downloads: 600k Helming one mega-popular podcast? Why not two? These are the questions Morgan Absher surely asked herself before launching her newest venture with PAVE Studios, and fellow podcaster Kaelyn Moore. Absher is best known for providing her expert POV and real-world experience to sensational stories of redemption, betrayal, and abject lunacy. It makes sense that her next venture would lead to the torrid world of true crime. Absher and Moore spend each episode combing through well-known cases, as well as trending topics related to forensic science, criminal investigation, and clinical psychology. What sets this podcast apart from its contemporaries is its interest and exploration of the actual clues that investigators followed to piece together these lurid crimes. This is recommended for female-skewing clients or those seeking top-of-mind, trending options for their next test. Put those magnifying glasses away; the link is easily perceptible for you to click below. Get The Deal In Case You Missed It Podcasting’s Growth Goes Beyond Reach Americans now spend 773 million hours per week listening to podcasts, rising 355% since 2015, according to Edison Research. On average, listeners spend 7.7 hours per week engaging with podcasts. This growth in time spent is a key industry metric, offering more opportunities for advertisers and signaling strong engagement. When audience growth slows, which let’s face, it is inevitable, total listening time becomes the clearest sign of podcasting’s continued success and value. CAOs, the growth in time spent listening to podcasts is astounding. It’s not just that more people are listening to podcasts; people are listening longer, and that’s a big deal. Read More Public Media (Almost) Defunded The U.S. House of Representatives has approved legislation cutting federal funding for the Corporation for Public Broadcasting (CPB) for 2026 and 2027, following a narrow Senate vote. This move threatens hundreds of public radio and TV stations nationwide, especially small, independent outlets that rely on CPB support for vital services, including trusted local journalism and even emergency alerts. Such was the case in Alaska just last week. If you’re a marketer, you might wonder what this means for your advertising efforts. In the short term, probably not much. Over time, though, the landscape could shift. With less federal support, we may see a reduction in public media content overall. What remains may begin to operate more like commercial media. That’s not necessarily a bad thing (at least for advertisers). Public media reaches a valuable audience, and these changes could create new opportunities. Think more flexible messaging, more sponsorship inventory, and maybe even longer sponsor messages. Read More Land Ho! Podcasting’s Global Expansion Podcasting remains US-centric, with most shows, listeners, and ad dollars spent domestically. However, global adoption is growing, prompting marketers to expand podcast ad strategies internationally. Magellan AI data reveals that 64% of new podcast advertisers target only U.S. audiences, 27% focus solely on foreign markets, and 9% adopt globally diverse campaigns. Ad placement strategies vary by region—US marketers favor mid-roll, direct response ads, whereas countries like France emphasize pre-roll and post-roll formats. Ad load also differs globally, with the U.S. leading in ad share per episode. These shifts highlight a more complex, nuanced global podcast ad landscape emerging. Podcasting is evolving into a truly global marketplace. That’s good news for marketers with international ambitions. If that sounds like you, let’s talk. We’ve got the expertise to help you navigate international waters. Read More #SaveTheLiveReads Bobby Lee Drops New Shopify Single Listeners of TigerBelly with Bobby Lee and Khalyla were recently treated to something truly unforgettable in this week’s #STLR—a full-blown musical tribute inspired by their love of Shopify. These two have clearly mastered the art of personalization, kicking things off with an improvised jingle that’s equal parts hilarious and catchy, guaranteed to stick in your head. Their playful chemistry and high-energy delivery feel perfectly in tune with the TigerBelly brand, turning a simple endorsement into pure entertainment. Backed by their real-world experience using Shopify to sell TigerBelly merch, their praise is both authentic and persuasive. With a clear call to action and a strong emotional hook, The TigerBelly crew effortlessly positions Shopify as the must-have platform for anyone ready to launch or elevate their online business. Listen Here Contact us for a Consultation OXFORD In The News Audio’s Video Makeover Regular readers already know Dan Granger (CEO and Founder, Oxford Road) is helping redefine what podcasts are in a world where audio and video are increasingly pitted against each other. In a recent interview on Marketing Brew, Dan and other industry leaders advocate for industry-wide measurement standards and more nuanced segmentation between podcast formats, aiming to help brands invest more strategically. For CAOs, this means navigating complex cross-platform metrics while leveraging AI tools for targeting and brand safety. TLDR: Video isn’t replacing audio—it’s enhancing it, but only when used with intention. If you haven’t yet listened to this week’s MRT episode, now would be a good time. Read More Libsyn, the original podcast hosting platform, has been driving innovation in content publishing, measurement, and monetization for more than 20 years. Now, with Libsyn Ads (formerly AdvertiseCast) brands can seamlessly connect with engaged audiences across thousands of podcasts, spanning every category. From premium host-read sponsorships to scalable programmatic buying, Libsyn Ads delivers flexible solutions tailored to your campaign goals. Get the reach and advanced tools of an enterprise platform, paired with the customization and tailored touch of a specialty partner. Be heard by millions of listeners each month—on the platform that made podcasting what it is today. Visit advertising.libsyn.com to speak with a Libsyn Podcast Advertising Specialist today. 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle JelinekKristen LarsonHaley Wiese Rubi Mora Shelley Kilburn – we miss you already! Best of luck on your next adventure 

Where’s Podcasting headed? Easy-just follow the cartographer’s map. This week on “What’s a Podcast? – The Extended Interviews,” Evan Shapiro (renowned Media Universe Cartographer) brings his latest industry map to share with Dan Granger (CEO, Oxford Road) how and why podcasts should expand into other mediums. At IFC, Evan pioneered the podcast-to-TV pipeline (Comedy Bang Bang, WTF with Marc Maron). Now he navigates uncharted media waters with his show The Media Odyssey. He’s a perfect guide for this podcast voyage. The team is talking: In Creators We Trust, Podcasting’s New Identity, Audience Connection, and more. Let’s dig in. “[Podcasting] was the first form of the creator economy.” – Evan Shapiro (renowned Media Universe Cartographer) Creators In Control: Podcasting dominates a huge new trend: the creator economy. As podcasters build stronger relationships directly with audiences, they have more impact on public opinion and the media itself. Need proof? Evan: “This fall, when Joe Rogan decided the election and Jake Paul broke Netflix… was the moment where the creator economy took control.” CAOs: podcasters are in the driver’s seat. Work with creators both you AND the audience trust. Together, you’ll drive off into the sunset. Podcast’s Re-Defining Moment: With podcasting’s growth in video and listeners consuming different types of show content, should podcasting be renamed? Evan says yes. Evolution is in podcasting’s DNA: the name itself came from the iPod, a beloved artifact of our digital past. The medium has always needed redefining. For Evan, it’s not about extinction. It’s about evolution. Choice and Connection: Video isn’t a competitor, it’s a colleague. Podcasts’ ability to translate to other mediums is huge for creators AND marketers. For Evan, podcasting is a modular storytelling art form where the audience chooses when to consume it and feels a personal relationship with the creator. The big deal is preserving audience choice and connection–which video and audio podcasts both deliver. Want more of our media cartographer’s insights? Tune into the full episode below. The Classifieds Don’t Mess With Texas Network: Washed Media / Monthly Downloads: 65K / Current Civility Score: 74, MEDIUM In light of the heartbreaking floods that have recently devastated Central Texas, we’re showcasing two Texan podcasts that have focused recent episodes on charitable donations to organizations like World Central Kitchen, and others. Our first podcast features hosts Dillon Cheverere, Dave Ruff, and Will deFries, who dwell deep in the heart of Austin. Their fervent appreciation of the city’s culture, eateries, and events has long been part of their branding. In their weekly segment “This Weekend in Fun” they often talk about their love of the city’s great BBQ, sporting events, and live music. The threesome have been longtime collaborators, working together on various projects under the Washed Media banner, and it shows in the ease and familiarity of their vicarious banter. Most of the podcast’s longest-running sponsors have been male-skewing, but anyone looking for a comedic efficiency play should surely test. Click the link over yonder to find out more. Get The Deal Y’All Come Back Now, Ya Hear? Network: City Cast / Monthly Downloads: 5K City Cast is an assemblage of local news podcasts that cover real-time events within their communities. City Cast Austin is hosted by intrepid journalist and cabaret performer Nikki DaVaughn. Recent episodes have covered everything Austin, from the best summer food trucks and the reemergence of SXSW, to pending legislation on the governor’s desk. Though the floods just recently ravaged the region over the 4th of July, DaVaughn and team have already produced two hard-hitting episodes, covering the journalistic 5 W’s: who, what, when, where, and why. Serving as a resource for those in the area, these episodes have not only provided necessary information that could save lives, but also offer a feeling of closeness and support that only audio can bring. While this opportunity is best tested as part of a run of network, if you’re looking to micro-target this market, this is a great opportunity. Join ‘em deep in the heart of Texas, by engaging with the link below. Get The Deal In Case You Missed It The Kids Are Alright Edison Research and SiriusXM Media premiered The Gen Z Audio Report June 25th, highlighting fresh data on young Americans, aged 13 to24. The report reveals that music and humor are key to engaging with Gen Z, proving nearly half are more likely to pay attention to ads featuring music they like or to those that make them laugh. Honesty, transparency, and inspiration also boost ad attention. This webinar guides advertisers on effectively connecting with Gen Z by understanding their media consumption habits and values, helping brands tailor marketing strategies to this important demographic. Gen Z isn’t just passively consuming audio; they’re actively seeking content that resonates with their emotions and values. For brands, this means that audio is a prime opportunity to connect with an audience that’s engaged and elusive to reach via traditional means. Read More Podscribe Debuts New Planner Tool Podscribe has launched an upgrade to its Planner tool, enhancing podcast media planning with near-real-time audience data. Now live in all user dashboards, the revamped Planner helps advertisers, agencies, and publishers identify high-fit shows, estimate campaign reach, and align strategies more efficiently. Key features include net new reach, brand affinity insights, projected conversions, audience segment targeting, and customer lookalike matching. CEO Pete Birsinger says the update empowers faster, smarter decisions. It wasn’t that long ago when having reliable data to plan podcast campaigns was a major challenge. Thankfully those days are in the rearview. Tools like Podscribe lower the barrier to podcast media planning, making it easier for brands to test and scale. Read More India: More Than Cricket & Bollywood By way of our friends at Sounds Profitable, we have fresh insight on the podcast market in India. The India Brand Equity Foundation takes a look at the medium’s recent evolution, now with an estimated audience of 200 million, which puts India in third place behind China and the United States. The U.S. Grand View Research projects that with 2023’s podcast revenue almost reaching half a billion in USD valuation, it’s possible podcasting in India will be a $3.72 billion USD industry by 2030. A boom of affordable smartphones and low-data plans in India has contributed to podcasting’s growth, as well as the format’s ability to cater to niche audiences. Sure, hitting nearly $4B in podcast ad spend by 2030 might be a bit optimistic., owever, the growth trajectory is hard to ignore. India has shown promise as an emerging audio market, and this report adds fresh data to support its relevance for global advertisers. Read More Save the Live Reads         Tecovas Steps Up for Texas The devastating 4th of July floods in Central Texas have brought us all closer together in grief, prayer and relief efforts—and our Texas-born & raised client, Tecovas, is stepping up to help. The beloved all-American boot company shared on social media they’re supporting The Community Foundation-TX Hill Country’s Kerr County Relief Fund to help the victims of this horrific tragedy. It’s times like these when companies like Tecovas step up to the plate for their communities. That’s why we’re proud to feature Tecovas in this week’s #STLR. Grilling JR podcast host Jim Ross of WWE fame shares how much he loves his Tecovas boots—from the easy comfort right out of the box, to how they’ve upped his fashion game. J.R. elaborates on the comfort, quality, and even’ family approval’ in his natural, relatable cadence, ending with an offer that makes you wanna grab a pair yourself. As one of wrestling world’s most iconic voices, Jim knows the importance of staying true to your audience – just like Tecovas knows how to show up for their community when it matters most. Listen Here Contact us for a Consultation 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky  

Kill the word podcast? Our expert says – yes. This week on “What’s a Podcast? – The Extended Interviews,” Dan Granger (CEO, Oxford Road) hosts AJ Feliciano (former GM of The Roost Network) for a deep dive on how The Roost became the in-house “media company of tomorrow.” AJ is all-in on 360 content. He even built a flywheel for how podcasts can pivot to video so they can “pump [distribution platforms] with all types of content.” Oh, and in the podcast vs. simulcast debate? He’s 11/10 on “simulcast.” Dan and AJ are also talking: Be a Mini-Disney, Everything Everywhere All at Once, Finding What Clicks, and more. Let’s get into it. “Simulcast doesn’t put itself in a box necessarily. When I’m talking to creators or fans and I say the word ‘simulcast,’ they see it’s in multiple places. It just sort of clicks immediately without having to explain it.”- AJ Feliciano (former GM of The Roost Network 360 Experience = 360 Revenue – Want better revenue streams? Find better channels. The Roost led the creator and sales spaces because they built layers of distribution channels and had the data to back it up. As a ‘mini-Disney,’ they owned shows, launched a streaming on-demand platform, built a partnership business, hosted conventions, and tracked impressions in every one of those areas. CAOs: choose networks with opportunities to be in multiple places, in different formats, with integrated metrics. Be Everywhere, Anywhere – The best networks work backwards. AJ says to focus on “content efficiency.” Distribute shows to as many places as you can, and THEN figure out how to best advertise and what the limitations are. “Create a more holistic environment to be able to make those integrations and opportunities for advertisers and audiences alike.” Impressions translate to sales. Find where your fans’ eyes and ears are–and go there. Call It Like It Is – Important truth: you’re not the expert–your audience is. They know where they consume content and how they consume it. And since they’re engaging in multiple places, AJ argues “simulcast” is more inclusive. While we think in Podcast and Video, Podcasts still hold more cachet for most people. The big takeaway is the same: ultimately, your audience calls the shots. Want more of AJ’s insights on building a media empire? Tune into the full episode below. The Classifieds Where the Deer and the Antelope Play Network: etc / Monthly Downloads:70k Many of us may spend this Friday eating apple pie and watching fireworks, but after the festivities, it’s time to sit back and relax. This week we have two up-and-coming YouTube channels that will undoubtedly get binged all weekend long. Our first comes from the wilderness of Alaska, where a family of five aims to be completely off the grid. High School sweethearts Tina and Joe have been married for 25 years, with three beautiful kids. They work to be self-sufficient through homesteading, gardening, preserving food, and living off the land. Whether showcasing how to build farmland infrastructure or sharing their daily highs and lows, this couple always has a positive outlook that resonates with their growing subscriber base. This is a high performer for health-focused DTC clients and those targeting a female-skewing audience. If you’re born free, as free as the wind blows, as free as the grass grows, feel free to click below for more. Get The Deal She’s Always Keeping Us in Stitches Network: Centus / Monthly Downloads: 275k Makers have become new top performers for many DR heavyweights. This trend correlates with the ‘at-home’creative skills like cross stitch, sewing, cosplay, and woodworking that rose in prominence on video platforms during the Covid-19 pandemic. And while Kathleen spends her days working as a professional graphic designer, illustrator, and tech instructional designer, her channel is that of a Maker: learning new crafts, thrifting secondhand items, scouting estate sales, and buying only from small businesses whenever possible. Whether viewers tune in to learn a specific skill or to watch a new journey unfold, Kathleen is always happy to share and inspire for those who want to lead a more creative life. This show has been a great performer for many B2C advertisers offering life hack services to working professionals. If you wanna color outside the lines, bring your crayon over to the link below for the details. Get The Deal In Case You Missed It Ad Perceptions Survey Reveals Big Gain for Podcasting A new Advertiser Perceptions study reveals podcast advertising interest and spend have reached an eleven-year peak among brands and agencies. Currently, 78% of agencies and brands are advertising on podcasts, a fivefold increase since 2015. Despite high engagement, most brands spend minimally. The report urges marketers to follow Arnie Semsky’s “5% solution,” encouraging them to allocate at least 5% of digital budgets to podcasting to create meaningful brand impact. This growth is a green light for marketers. Podcast ads perform, but far too many advertisers aren’t spending enough to make an impact. As the article notes, the average quarterly spend for new advertisers is just $42.1K (Magellan AI). That’s not a strategy or even a serious test. Podcasting works, but only if you commit to making it work. Read More Spotify’s Video Paradox Spotify’s new Video Podcast Partner Program (SPP) is drawing interest from independent creators, thanks to direct payouts from ad revenue and premium subscriptions. Some report making more through Spotify than YouTube. But major podcast networks are hesitant to opt in, concerned about losing dynamic ad revenue—which Spotify disables for premium video consumption. Spotify says SPP participants can still monetize via baked-in ads or on other platforms, but many networks, whose revenue models depend on dynamic ads and scale, see the video push as incompatible with their business goals. Video may be booming, but it comes with tradeoffs. As Spotify pivots toward premium video, marketers need to ask what’s being gained and what’s potentially lost. If your podcast strategy depends on dynamic insertions, targeting, and attribution, video-native formats could limit access and scale. An open market with transparent performance benefits everyone, especially the advertisers funding it. Read More Audacy and iHeartMedia Take on Streamers Audacy and iHeartMedia have formed a major content distribution partnership, allowing each company’s podcasts and radio content to be available on the other’s app. Audacy’s 240+ radio brands will now stream on iHeartRadio, while iHeart content will also appear on Audacy platforms. The deal expands both companies’ reach across 2,000+ devices, including smart speakers, wearables, and connected cars. Leaders from both companies say the move supports their strategy to meet listeners wherever they are. Though financial details weren’t disclosed, the partnership significantly boosts distribution and accessibility for both audiences and advertisers. The digital radio/streaming music landscape has been dominated by Spotify and Pandora. This partnership between Audacy and IHeartMedia might start to close that gap. Read More   #SaveTheLiveReads Empowering Mom and Mind with Function Health Dr. Kat of the Mom and Mind podcast tops this week’s #STLR chart for eloquently sharing her experience with Function Health. Dr. Kat delivers a deeply personal, relatable read, creating trust and credibility among her listenership. She discusses her undiagnosed and unexplained health issues, positioning Function Health as the empowering solution. Kat then provides specific details about what makes this service unique for each individual, mentioning things like comprehensive biomarker testing etc. The read naturally integrates a Call To Action incentive with a $100 credit, limited-time offer. Dr. Kat’s authenticity, training, and experience validate her recommendation for Function Health as a preferred personal health tool for lab tests, insights from top doctors, and more. Listen Here Contact us for a Consultation OXFORd In The News Podglomerate: The Influencer is a Must-Read Podglomerate made a list of great podcast newsletters, and broke their picks into categories like “industry” and “podcast recommendations” to help CAOs hone in on their next great read. Their article highlights a curated list of standout podcast industry newsletters, recognizing them as essential reading for staying ahead in the audio industry. Among them, our very own Influencer is praised for its sharp industry analysis and strategic insight, tailored specifically for marketers and executives navigating the podcast business. As both a leading agency and content creator, they say Oxford Road leverages The Influencer to shape thought leadership and push the boundaries of podcast monetization strategy. Thank you, Podglomerate for the shout-out! Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky

“Joe Rogan Isn’t a Podcast.”🔥 This week on the Media Roundtable, Dan Granger (CEO, Oxford Road) hosts Steve Pratt (Founder, The Creativity Business, author of Earn It: Unconventional Strategies for Brave Marketers) for a debate about Steve’s article on Joe Rogan’s podcast status. Why? Because a podcast is still the best place for an open exchange of ideas–even ideas about what is and isn’t a podcast. Plus, the cement’s still wet on our new podcast definition, so it’s time for a gut check. Dan and Steve also cover Picking a Platform, Earning Attention, and more. This week’s episode is sponsored by The Daily Wire. “Consumers hold all the power. They can bypass anything they don’t want. So the opportunity for most marketers that isn’t being taken advantage of is: make something that people want.” – Steve Pratt (Founder, The Creativity Business) Is Joe Rogan a Podcast  – Or is he a multi-platform media star? While Steve argues his podcasting facade is but one facet of an intricately produced visual empire, Dan counters that visuals are nice to haves, not necessities. Social clips generate views and are amazing for discoverability, but the core engine of the show works without visuals. Rogan’s built a connection with audiences that works audio-only. CAOs, if you’d trust the host to sell you something with your eyes closed, we call that a podcast. Pick A Platform? No Need  – The question isn’t IF you should be on a platform, it’s “is my audience there?” Meet audiences where they’re at and when. Audio-only, YouTube & Social perform best in different cycles of the day, and like Joe Rogan has shown, the different platforms support each other. CAOs, for maximum results, meet your audience across platforms and dayparts. Follow the Audience, Don’t Lead Them – Good marketers and creators think alike: audience first, always. Make content that helps your customer outside of your product. Why are they buying it? Can your expertise help them with something they care about? Casper mattress created a memorable podcast series about how to get better sleep. We know their CAO was dreaming big, and it’s good advice for everyone. How can you be so helpful that you don’t just grab attention, you earn it? The Full Episode: Joe Rogan isn’t a Podcast: Steve Pratt Puts Podcasting’s Definition to the Test The Classifieds Money Talks, But So Do Podcast Hosts Network: Glassbox Media / Monthly Downloads: 37k Current Civility Score: 99, HIGH As the podcast industry continues to build trust with audiences, many women are turning to audio to improve their financial literacy. Women often face nuanced, specific roadblocks to financial freedom and economic success. Shari Rash has recently joined the hosting duties on Everyone’s Talkin’ Money, a podcast that aims to demystify and edify underserved communities. Whether you’re a young professional trying to climb the corporate ladder or a self-improvement-motivated lifelong learner, Shari contextualizes and shares high-impact advice for the journey ahead. Guests are experts in their given fields of finance, medicine, education, AI and more. This long running show has been a top performer for many DR clients since inception, only gaining more long-term partnerships year over year. Advertisers looking for education-driven business options for Q3 testing should look no further. Put your money where your mouth is by indulging the link below. Get The Deal Two Ladies, One Mic, and No Need for a U-Haul Network: Fannie Co / Monthly Downloads: 50k Current Civility Score: n/a Kendahl Landreth and Jordan Myrick have long been Internet darlings, having amassed substantial audiences through TikTok and YouTube. The well-known comedians, and real-life wives, are now helming their first podcast via the fine folks at FannieCo. Their humor is rooted in extending good vibes, being goofy, and always trying to do better, every single day. Though not wanting to be called experts, these lovestruck spouses spend each episode giving their unfettered advice about all things romance. Whether you’re debating trying a long distance relationship for the first time, or finally telling your best friend you want more, they have LGBTQIA+ focused advice to share. The wives are joined by phenomenal guests, including queer comedian and interviewer Catherine McCafferty, newlywed influencer Remi Cruz (Parsons), and iconic YouTuber and podcast host Shannon Beveridge. If you’ve fallen in love at first sight with this Classified, follow the link below for more. Get The Deal In Case You Missed It There’s Margin in the Mystery of Radio MAGNA’s updated 2025 US advertising forecast shows radio’s overall growth raised to 4.6%, driven by strong digital spending and a solid first quarter. However, AM/FM radio faces a 3.2% revenue decline to $12.2 billion. Digital audio ad sales will rise 3.7%, while podcasting’s up 9%. This forecast signals that the economic uncertainty we saw in Q1 might be short-lived. Radio spend is down, but digital audio is picking up the slack. The bigger story? The drop in audio spend is greater than the drop in listenership. That’s an opportunity. Radio is pretty much the definition of a moneyball medium. Read More Tastes Great, Less Filling The report by System1 highlights that creativity significantly boosts profitability, with creative quality multiplying profits by 12x. However, many marketers lack confidence, overvalue short-term metrics like clicks, and undervalue creativity, believing it’s just too risky. The study also shows that media channel choice impacts outcome. Some channels – SEM, Display – are better for short-term (as expected) while others – print, TV – perform better over a longer time horizon. Interestingly, radio and podcasts sit in the middle. With audio, CAOs can have their cake and eat it too: results now, and brand equity that generates results over time. Read More Beyond the Black Box Podscribe has launched three major upgrades to improve transparency and control in programmatic audio advertising. Advertisers using DSPs like The Trade Desk can now see exactly which publishers are running their ads, eliminating black-box reporting. These updates aim to make audio advertising more accountable, efficient, and data-driven. All features are now live in the Podscribe dashboard. Transparency in programmatic is paramount, according to the ANA. Less than half of programmatic ad spend actually reaches consumers, and this is after recent improvements! That’s why Podscribe’s push to bring accountability to audio’s programmatic space is so timely. Read More Save The Live Reads What’s Behind the Velvet Rope? Indeed! David Yontef offers up a solid testimonial this week on his podcast Behind the Velvet Rope, highlighting his recent experience hiring through Indeed! Blending his personal endorsement with clear product benefits and USPs, David shares a relatable challenge—the struggle to find qualified job candidates. He then demonstrates how Indeed directly solves that problem, while making the experience feel genuine and trustworthy. Key features like ‘sponsored jobs’ and their impact on visibility are woven into his read naturally, supported by substantiation to add credibility. Yontef’s tone is enthusiastic and confident, reinforcing the product’s value without sounding forced—resulting in a sincere recommendation, with NO stanchions required! Listen Here Contact Us for a Consultation The Daily Wire doesn’t just comment on the culture—they reshape it. For 10 years, they’ve challenged the gatekeepers, built real alternatives, and refused to play by the Left’s rules. Want in? Join the most trusted voices in conservative media—Ben Shapiro, Matt Walsh, Michael Knowles, Dr. Jordan B. Peterson, and more—at DailyWire.com/subscribe. Get full, uncensored daily shows. Exclusive access to live chats with hosts, fans, and the team behind the scenes Premium entertainment and documentaries—content that actually shifts the culture Join Now Our new original series takes on the nearly impossible task of defining the word “podcast,” with insights from over 30 experts in the space space —including Ira Glass, Adam Carolla, Guy Raz, and more. It’s a must-listen for those with an interest in the past, present, and future state of podcasting. If you haven’t listened to our series yet, now’s the perfect time to check it out. 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Kristen Larson Haley Wiese Rubi Mora

Reminder: Shows don’t need a million downloads to make an impact. This week, in a podcast studio, somewhere on the final frontier, Dan Granger (CEO, Oxford Road) and John McDermott (Co-Founder, Caloroga Shark Media) boldly go where nobody’s gone before, to discuss how there’s plenty of space in podcasting for celebrities AND friends to talk Star Trek and beyond. This episode of “What’s a Podcast? – The Extended Interviews” is sponsored by Claritas. “I’m not the anti-video guy. I just want to stick up for, hey, there’s nothing wrong with heading down to the basement and talking about Star Trek with your friends.” –  John McDermott (Co-Founder, Caloroga Shark Media) The team is talking: Jimmy Buffett’s Business Model, YouTube’s Numbers Game, Podcast Peer Pressure, and more. Let’s voyage in. It’s Podcast O’Clock Somewhere – Remember: Anytime’s a good time to connect. “I subscribe to the Jimmy Buffett theory, which is: be everywhere. He used to stream his concerts for free, and then when he came to your town, you couldn’t wait to go see him. Anything that builds your fan base is a great thing.” CAOs, partner with podcast hosts who can reach their audience wherever, whenever. That way, you can do the same. Is the YouTube Math Mathing? – YouTube claims to have 1B monthly podcast viewers. The platform’s a juggernaut, but John brings in some healthy skepticism. How many of those billion can you actually sell to (if your product is US-only)?  What does a viewer actually mean for time spent with the show?Consider this our soapbox moment for both YouTube’s podcasting prowess and the need for transparency around metrics between platforms. Keeping up with the Mr. Beasts – Don’t judge a podcast by its video quality. As more shows turn to highly-produced video and A-Listers get behind the mic, audience expectations shift. John: “Can you keep up with Mr. Beast? Most of us can’t.” But maybe indie podcasters don’t have to. What matters is the quality of the SHOW, not the visuals. Case in point, audio-only This American Life (hear from Ira Glass himself in a recent MRT episode). When we’re looking to find the right podcaster for our brand, we should focus on how they’ve built their audience, not how they’ve built their set. Want more podcast insights you won’t find anywhere else? Tune into the full episode below. The Classifieds Sister, Sister, Talk About a Two-Way Twister Network: Colture Podcast Network /Monthly Downloads: 15k /  Current Civility Score: 99, HIGH This week marks the 160th anniversary of Juneteenth, a federal holiday since 2021. In celebration of this momentous day, we’re highlighting a podcast that serves to provide resources to the Black community and to destigmatize mental health. Dr. Cassandre Dunbar is a well-respected doctor, professor, and educator who’s passionate about creating community-based links to accessible forms of self-care. Though many providers try to be inclusive and open-minded to all patients, there are nuances for Black Millennial Women where specific tools to decode, diagnose, and treat are embraced and preferred. Dunbar has received acclaim and accolades in the medical community for her outreach and beloved feedback from her listeners. Brands are also finding success in working with this podcast, especially those looking to reach self-improvement, health-minded young women. Be well, and join the community with the link below. Get The Deal She’s Speaking Her Piece, Flaws and All Network: Backyard Ventures / Monthly Downloads: 40k Current Civility Score: n/a Kjersti Flaa may be Norwegian in origin, but her work is as ‘Hollywood’ as it gets. The longtime entertainment journalist and YouTuber has interviewed some of the biggest names, which has led to countless viral videos and a legion of loyal followers. Flaa has recently been a part of the discourse surrounding the Baldoni / Lively lawsuits, even briefly resurfacing her own experiences with these celebs. In her newest project from Backyard Venture., She showcases anything and everything “flaawsome.” Each week, Flaa shares her adventures as a journalist, detailing how a story is developed and the ways in which ego often rears its head. Through her previous work as a YouTuber, Flaa has amassed countless DR brand partnerships that continually see success today. Similar advertisers looking to reach informed, entertainment-inclined young professionals are recommended to test in Q3. Whether you prefer lutefisk or lasagna, you’ll always find something appetizing at the link below. Get The Deal In Case You Missed It Joe Rogan is This Generation’s Walter Cronkite Reuters data shows that younger Americans increasingly turn to podcasters like Joe Rogan and social platforms for news, surpassing traditional news outlets. Trust in mainstream media is waning, and AI tools like ChatGPT are becoming part of the news consumption mix. Last week, we highlighted how radio continues to hold its own as a news source, but podcasts are closing the gap. This new report from Reuters drives thepoint home: podcasts are increasingly becoming a go-to news source, particularly for younger, more skeptical audiences. The shift underscores how listeners are gravitating toward personalities they trust and away from traditional gatekeepers. Read More Use the Bot, Keep the Heart A survey by Acast reveals that 100% of podcasters and 85% of listeners consider the use of AI tools like ChatGPT ethical in content creation. However, listeners prefer AI to assist rather than replace human creativity. AI is a valuable tool in podcasting, and it has quickly gone from new tech to  part of our everyday lives. Go ahead and leverage AI, but take a cue from listeners and maintain a human touch for audience connection. Read More It’s Both Audio and Video in Podcasting According to the Spring 2025 Podcast Download Report by Cumulus Media and Signal Hill Insights, audio continues to dominate podcast consumption. Still, YouTube has emerged as the leading platform for podcast discovery, with 44% of new listeners starting their podcast journey via YT. However, the platform is not exclusive, as consumers often listen to podcasts across multiple platforms. The report also highlights that downloads and listens may underestimate the actual audience due to co-listening. With all the news these days about video in podcasting, it’s interesting to see this report and data that shows audio remains the preferred choice for many listeners. This underscores that it isn’t audio vs. video, it’s both. Read More Save the Live Reads Stavvy Built His Bed, Then Sold the Dream Coming to the rescue as your weekly problem solver, Stavros Halkias on his show Stavvy’s World is this weeks #STLR winner championing luxurious designs from Thuma. His host-read feels authentic, and conversational, with a testimonial that includes a relatable struggle (assembling a bed frame) and how Thuma solved that problem with ease. Stavvy naturally weaves in product features—clean design, premium materials, easy assembly—all the while never sounding scripted. The excitement in his delivery, especially about exploring more Thuma products beyond his bedroom furniture, builds trust and enthusiasm. Plus, his casual tone and personal endorsement make this ad feel more like a friend’s recommendation than a sales pitch. Listen Here Contact us for a Consultation In the dynamic world of marketing, optimizing every aspect of your campaign has long felt just out of reach—until now. Claritas is proud to introduce our groundbreaking AI Optimization Platform, designed to transform how you target, personalize, execute, measure and ultimately optimize campaigns across the entire marketing funnel for maximum ROI. This next-generation, AI-powered solution delivers continuous performance enhancements through: Audience Optimization: Identify and engage your most responsive audiences using real-time behavioral and demographic signals. Creative Optimization: Dynamically align messaging and content to each consumer journey for maximum impact across channels. Measurement & Attribution: Leverage advanced, AI-driven multi-touch attribution to understand what’s working, what’s not, and continually optimize—every step of the way. Interested in learning more, schedule a demo today! Oxford in the News The Metrics Are Lying (Unless You Know What to Look For) Giles Martin, EVP of Strategy and Insights, Oxford Road doesn’t mince words: ‘Most podcast advertisers are tracking the wrong signals.’ In this sharp Q&A session with HiTech Nectar, Giles calls out the common traps brands fall into—and shares the smarter metrics that actually move the needle. It’s a masterclass in what really works in audio, straight from one of the most dialed-in experts in the space. If you’re spending in podcast, you can’t afford to miss this interview. Read More  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Kristen Larson Haley Wiese Rubi Mora

Hope you’re good at math, because podcasting is about to multiply. This week on the Media Roundtable limited series “What’s a Podcast? – The Extended Interviews,” Dan Granger (CEO, Oxford Road) hosts Bryan Barletta (Founder and Partner, Sound Profitable) to peel back the layers of podcasting. “I want it [the podcast definition] to be a virus… If we let it grow, it’s easier to kick out the things that are very clearly not it.” – Bryan Barletta The team is talking: the Popular Kids, YouTube’s Top Shelf, Identity Crises, and more. Let’s dig in. Podcasting: Now the Cool Kid – Portlandia’s NPR sketch is so 2017. Podcasting is officially cool now. How do we know? It’s gone from fringe references to serious storylines: From Emmy-winning show ‘Only Murders in the Building’ to Netflix’s hit ‘Nobody Wants This.’ Yes,  podcasting has stereotypes, “but so do books, radio, TV, and film. And they’re everywhere,” Bryan reminds us—The jokes aren’t a mockery, they’re a sign of clout. View from the Top (Shelf) – ”Imagine if your favorite store just had a new shelf and it said that thing you love,” says Bryan. YouTubers now get to be on that shelf by categorizing their videos as podcasts, with massive audience potential. We’re here for it, and we’re enjoying YouTube’s new weekly podcast charts, which offer a peek into how this channel diverges from others. Sounds like good news for CAOs. Ultimately, the more hosts who can find an audience means more trusted hosts to work with. Open=Choice – Back in the day, podcasters uploaded to an RSS feed and called it good. Today, a debate rages between open and closed platforms (e.g. RSS vs YouTube). But Bryan transcends it all. The open spirit of podcasting is one of choice: “ To me, open distribution is the choice to put my podcast on [different platforms].” Having some closed systems like YouTube, can be part of a healthy podcast distribution ecosystem, as long as there are viable open distribution choices. Want more podcast insights you won’t find anywhere else? Tune into the full episode below. The Classifieds I Thought You’d Never Ask Network: Big Little Media / Monthly Downloads: 25k Not all therapists are created equally, and no one’s individual path is exactly the same. For those of us forging a path to better mental health, there’s no better podcast host than licensed therapist Kati Morton. Whether you wanna delve into complex topics relating to trauma, or just need basic answers to begin healing, this is a great listening experience. Besides being a trusted voice in her community, and a well established author, Morton continually proves to be an incisive, determined interviewer. Recent episodes have featured YouTube personalities Rosanna Pansino, and couple Ryland Adams and Shane Dawson, a testament to her pull with a heavy Millennial audience. This opportunity is recommended for advertisers looking to reach self-improvement minded women in their 30s who also enjoy Society & Culture. If you’re intoQ&A, simply form an orderly line down to the link below for more. Get The Deal Go with the Flow, Drink H20 Network: Wizard Studios / Monthly Downloads: 120k Our next selection has a heavy US audience, but the hosts are proud Brits. Christopher Hall and his sister, Lizzie, are TikTok comedy stars rising through the podcast charts since recently premiering on Wizard Studios. With a mix of personal anecdotes, trending topics, pop culture, and internet drama, this familial comedy offering brings in a dedicated audience week after week. In comparison to other podcasts in its genre, the content is extremely laidback, loose, and always inclusive. There are also a lot of comfort creators on recent guest lists, including comedians Jordan Gray, Sarah Hester Ross, and Grace Campbell. This is a great opportunity for an international campaign looking to reach Gen Z consumers with an interest in fashion, music, and nostalgia, or a US campaign seeking UK bound travelers. Get a gulp, not a sip, of more info by refueling with the link below. Get The Deal In Case You Missed It Underspending in Audio: Why Less Isn’t More Underspending in AM/FM radio campaigns often leads to weak ROI, as shown by media mix modeling (MMM) response curves, which reveal how varying investment levels impact sales and ROI. Ideally, two years of granular, as-run data to capture actual delivery variations, is needed to offer a clearer picture of audio’s impact on ROI. We obsess over attribution, but can be susceptible to ignore that underinvestment itself can skew results. This is often the case when advertisers dip their toes into audio. If you want ROI, make a real commitment—or don’t expect real returns. (Side note: the analysis includes a radio vs TV reach curve from Nielsen Commspoint. At Oxford Road, we use this tool and see different outcomes – TV has a higher reach ceiling than what’s depicted.) Read More Sounds Profitable Talks Attention & Trust Audacy’s new insights report positions radio and podcast hosts as superior influencers compared to social media creators. It cites doubled creator revenue since 2020, with data showing that 44% of listeners feel stronger brand connections when endorsed by their favorite audio host, emphasizing long-term partnerships over transactional ad reads. Is this self-serving? Of course. Audacy wants to rebrand its hosts as influencers, which makes sense given that the creator economy is now worth $37 billion and audio spending lags far behind. There’s still some truth here. Radio and podcast hosts were the original creators, and they’ve long proven their ability to drive both brand impact and return on ad spend. Read More Podscribe’s Latest Benchmark Report Podscribe’s Q2 2025 Performance Benchmark (PPB) Report offers global metrics for audio advertising, drawing on data from 67,000+ campaigns, 270+ advertisers, and over 20 billion impressions. The report includes new conversion insights from Germany, France, Australia, the UK and Canada, showing how audio measurement is scaling internationally despite data challenges. Key findings include pixel attribution outperforming surveys and promo codes, and 45% of conversions occurring within 7 days, and 66% of surveyed marketers are now measuring incrementality. Marketers crave clarity on what “good” looks like in podcast performance. This PPB report gives something concrete to compare against. This and the Magellan AI benchmark reports are chock-full of useful benchmarks on podcast advertising performance. Read More Save The Live Reads Scroll Less & Learn More with MasterClass Brushing up on cooking skills for the summer, Chez Panisse style, tops this week’s #STLR—featuring Pop Apologists in the kitchen with MasterClass! The live read blends personal storytelling with clear value props, as the host opens with a relatable sentiment about ‘scrolling less and learning more.’ This sets an engaging, relevant tone for the audience. By sharing her experience with Alice Waters’ MasterClass, the substantiation is authentic, reinforcing the emotional and practical benefits of the popular learning platform. The host’s detailed description of broad offerings and affordable pricing found on MasterClass also provides strong incentives and highlights accessibility for a wide range of listener interests.  Trade some of that monotonous scrolling for new skillsets, and make this a summer to remember–with MasterClass! Listen Here Contact us for a Consultation OXFORd In The News Oxford Road & The Trade Desk: Plugged Into The Future of Audio Oxford Road was proud to join The Trade Desk’s Afternoon of Audio panel “The Sounds of Success,” where our Director of Digital Media, Jarrod Klawinsky, joined leaders from EssilorLuxottica and Hearts & Science to explore what’s next for audio advertising. A key takeaway from Jarrod’s remarks: “Programmatic audio is no longer just fast or scalable—it’s an intelligence engine. It powers creative testing, targeting, and accountability across the entire ecosystem.” We’re grateful to The Trade Desk for hosting this impactful conversation. If you’re interested in learning how Programmatic can help maximize your audio portfolio, let’s chat. Read More Sound That Sells: Oxford Road & Made Music Studio Tired of chasing attention with the same old levers? In a recent Q&A interview, Oxford Road Executive Creative Director, Stew Redwine, teams up with Made Music Studio’s Mike Stango, Director, Global Brand Partnerships, to show how sound isn’t just a vibe—it’s a performance engine. Learn how Zocdoc’s “Little Victory” sonic ID didn’t just turn heads—it moved metrics. From emotional triggers to brand recall that actually converts, this is a masterclass in using audio to drive results, not just awareness. Read the interview, then rewrite your audio playbook. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Maryjane Balázs Haley Wiese Rubi Mora

Hot tip for CAOs: Find a podcaster who believes in ‘good promotion’ like Ira Glass. Dan Granger (CEO, Oxford Road) sits down with Audio Legend and Podcast Pioneer Ira Glass (Host, Executive Producer, This American Life) in a new episode of “What’s a Podcast? – The Extended Interviews.” This week’s episode is sponsored by our friends at Fairing. The team is talking: Promo Power, Blueprints, The Feels, and more. Let’s dig in. “ You really have to be very thoughtful and show cunning in the way that you deal with advertising and promotion…. that’s where you protect yourself and your right to make whatever you want.“ Ira Glass (Host, Executive Producer, This American Life) Good Promotion Protects Creators ️ –  Ira recognizes that in order to play, someone’s gotta pay:  I really love making radio stories, and I love interviewing people. At the same time, we’re dealing with 500 public radio stations…  I want us to deliver the advertisers what they need because that gives us the freedom to play. Successful podcasters are super creative AND business savvy. The CAO Takeaway: No need to box in hosts with overly prescriptive copy–let them cook it up their way. Build the Blueprint with Your Listeners  – Ira built the podcasting blueprint using listener behavior. His show Serial was unlike anything ever done on radio. So how do you scale it? His team realized the listener experience was more similar to TV than radio: it had to be binged. We felt like the only way that show could exist was as a podcast. It’s an apt insight. Whatever you’re building, it starts with meeting the audience where they are. Get Hooked on a Feeling  – Ira supports video in podcasts if it adds to the story. He’s experimented with animation, photographs, and video for his shows. As long as it’s communicating a feeling that makes sense with the story, doesn’t seem bad to me. Video is yet another medium to expand Podcast’s reach. Look for hosts who use it wisely (and creatively). Get sharp as Glass on the industry’s changes. Tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds All Meat, No Gristle Network: iHeart / Monthly Downloads: 1m / Current Civility Score: 97, HIGH For those who don’t know rabbit season from duck season, hunting can prove to be an adventure of complete mystery. Luckily for us, Steven Rinella has spent 700+ episodes educating, demystifying and commiserating on this bountiful topic. In his weekly iHeart podcast, Rinella sits down with a panel of guests and friends to discuss trending topics, timely subject matter and ever-present issues related to hunting, fishing, conservation and national parks. His show has branched out into a full-on network in recent years, housing not only The MeatEater Podcast, but a number of popular spinoffs such as: Bear Grease, MeatEater Trivia: Game On, Suckers!, Wired To Hunt, Cutting the Distance, This Country Life, Cal of the Wild, MeatEater Radio Live!, MeatEater Kids, The Element, and Backwoods University. These have proven to be top performers for male-skewing clients within a self-improvement-focused demo. Sink your teeth into this hearty opportunity by foraging through the link below. Get The Deal We Ride at Dawn Network: Dear Media / Monthly Downloads: 55k Pride Month officially kicks off this week and we’re highlighting a host who always faithfully brings queer stories to the forefront. Benito Skinner and his co-host Mary Beth Barone have been sharing their sassy takes on quirky topics for several years now–but recently they’ve been riding a significant high from the debut of Skinner’s Amazon Prime show Overcompensating. Mirroring Skinner’s experience as a closeted gay man in his teen years, the comedy covers specific experiences in the same over-the-top campy way his podcast is known for. Since the podcast’s 2023 premiere, Skinner and Barone have amassed legions of loyal followers, as well as many DR partners. What sets their top advertisers apart is their demographic of quality-obsessed young professionals looking for quick efficient ways to upgrade their lives. If you’re so lucky, if you’re a star, click below for more tantalizing details. Get The Deal In Case You Missed It Thank You Marc! If you’ve been into the podcast scene for any length of time, you’re likely familiar with Marc Maron and his show WTF. After nearly 16 years, Marc has decided to make his exit from this landmark show to pursue other interests. Thank you, Marc, for forging the path. The podcast industry is that much better nowadays, because of you. Read More Modernizing Video Podcast Distribution The Podcast Standards Project has released its ideas on using HLS for delivering video podcasts through open RSS feeds. The podcast industry is working to modernize video distribution via RSS by introducing HLS (HTTP Live Streaming). HLS allows for adaptive streaming of small video segments, improving user experience and reducing storage issues. This new approach would let creators include both audio and video in a single RSS feed, enhancing accessibility and analytics while preserving podcasting’s open ecosystem. The open standard of RSS feeds has helped get podcasting to where it is today. An open standard for video will accelerate growth in the medium. It benefits creators, advertisers, and publishers alike. Read More The Trade Desk Pitches Audio Audio is a uniquely powerful medium that reaches audiences during personal, screen-free moments—like commutes, workouts and relaxation—when they’re most receptive. Unlike visual media, audio builds emotional and cognitive connections with minimal mental effort. New research shows it boosts brand recall, trust, and immersion, especially in podcast and music formats. In Australia, consumers interact with an average of five media channels daily, with audio emerging as the second most-used at 66%, just behind social media, according to recent findings from The Trade Desk Intelligence and PA Consulting. Marketers have a major opportunity to connect meaningfully through this often-overlooked channel. The Trade Desk makes a compelling case for audio. While some data points come from the Australian market, the insights are mostly applicable to the U.S. as well. Read More iHeart Tries Broadcast to Podcast iHeartMedia, in collaboration with KT Studios, has launched “True Crime Tonight,” a hybrid radio and podcast series that combines live broadcasts with on-demand listening. Each two-hour episode airs on over 20 U.S. radio stations every Sunday at 10 p.m. local time, followed by podcast availability the next day. This format is part of iHeart’s “Podcast, Meet Broadcast” initiative, aiming to blend the immediacy of live radio with the convenience of podcasts. iHeart is experimenting in new territory by blending radio and podcast formats. But with only 20 stations airing the show in a not-so-primetime Sunday night slot, it feels more like a pilot than anything. We see this as a test case for bridging traditional radio programming with on-demand podcasting, but not a true commitment to the concept. Read More #SaveTheLiveReads Young and Profiting with Shopify, “Cha-Ching!”  This week’s #STLR crowns YAP Podcast Princess–Entrepreneuress Extraordinaire-Her Excellency, Hala Taha, whose Young and Profiting ad read delivers an inspiring and persuasive royal gem for Shopify. By opening with the show’s humble beginnings as a side hustle, Hala establishes an authentic connection with her audience, setting the perfect foundation to introduce Shopify as a powerful ally for entrepreneurs at any stage. She effectively highlights the platform’s vast features—from website design and marketing tools to global shipping—showcasing its versatility and ease of use. Known for her motivational style, Hala energizes listeners to take action and pursue their business dreams with confidence. With her compelling storytelling, relatable language, and clear call to action, this ad sets an example of how to drive engagement, conversation, and actionability—with plenty of “cha-chings” along the way. Listen Here Contact us for a Consultation  Beyond promo codes, vanity URLs, and pixels Capture the podcast listeners, your current attribution misses. When listeners hear your ad but convert without using a promo code, visit from a different device, or type your URL directly, traditional attribution falls short. Fairing‘s attribution surveys reveal these invisible conversions with minimal setup—just add our script alongside your existing pixels and start measuring in minutes. See why audio advertisers are adding Fairing to: Quantify the 60%+ of listeners who convert directly Complement existing measurement tools without replacing them Implement with little to no dev resources Complete your attribution picture → OXFORd In The News Granger on How Podcasting is Getting Louder and Smarter MarTech has released an interview with our own, Dan Granger (CEO, Oxford Road), to discuss the future of podcasting. In the article, Dan shares how he sees podcasting evolving into a powerful cross-platform medium, where video and social integration are key to growth and engagement. He emphasizes the need for better measurement standards to track ROI effectively across channels, especially as advertisers demand more precise performance data. Ultimately, Dan believes collaboration across the industry drives innovation, monetization, and long-term success. Want to learn more? Let’s talk.  Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Maryjane Balázs Haley Wiese Rubi Mora  

Podcasting is global. Is your brand ready? On an all-new Media Roundtable: Special Edition, we’re recapping the highlights of Podcast Show London 2025 with notable attendees. This week’s episode is sponsored by our friends at ALLCITY Network. For the next best thing to a front row seat, we’ve assembled an all-star panel of audio industry insiders to share their fresh insights. Giles Martin (EVP, Strategy, Oxford Road) hosts: ⭐️ Jarrod Klawinsky – (Director, Digital Media, Oxford Road) ⭐️ Rosemary Scalabrino – (Director, Business Development, Oxford Road) ⭐️ Parastoo Hosseini – (International Audio Manager, Oxford Road) ⭐️ Steven Abraham – (President, International, Oxford Road) These all-stars are talking: Collabs with Giants, Brand Moves, Being a Local and more. Let’s jump in. “ We talk about global, but everybody’s really very, very, very local.” – Steven Abraham – (President, International, Oxford Road) Mind the Front Door – The big players showed up–YouTube, Spotify, and yes, Apple. With YouTube as the gateway to the international market, there’s an open question of how to measure when DAI (Dynamic Ad Insertion) is much more common than simulcast for video. How will the big players allow for the kind of tracking that brands really need for confidence in their investments? On the positive side for brands, we see more publisher consideration of pixel tracking. Think Local or Get Lost – Our experts saw two seemingly contradicting trends: First, there’s a push to move all of Europe forward, raising the industry with standardized measurement and performance tracking. Simultaneously, we need to stay local. Brands and media partners need to take the time to transcreate, not just translate. On the content side, the competition isn’t just among US creators; it involves many local ones as well, often overlooked by US companies entering the space. The same goes for brands that are advertising. Localization of ads isn’t just translating your US ad into multiple languages; success depends on deep contextual understanding. Brands, Don’t Miss Out – The opportunity to be the first mover in a new market is huge, but it’s not likely going to last. Brands, if you can sell internationally and international podcasts aren’t already on your radar, it’s time to ask why. Take advantage of the hard localization and relationship-building work Oxford Road’s been doing to become a leader in this space. For the insights you need to take your podcasting campaign global, check out the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Blood, Sweat, and Some Tears Network: Acast / Monthly Downloads: 108k Dovetailing off Podcast Show London 2025, we’re highlighting Classifieds that showcase gems of the International podcast market. Our first comes from France and it’s primarily focused on MMA, UFC, boxing and other martial arts. Hosts Guillaume Duseaux and Rust are prominent figures in the world of French combat sports, bringing a well balanced perspective to this niche space. Every new event, fight, and trending news gets filtered through their coverage. Emerging fighters often appear on the show for exclusive interviews, giving credence to their opinions. This show is also a very brand safe opportunity, devoid of controversy or lack of civility, which can be hard to find among its American counterparts. Episodes publish 4-5x times a week, making it easy for advertisers’ messaging to reach their audience without contributing to an increased ad load. Don’t sweat the small stuff, simply click below for more info. Get The Deal Whodunnit? Not Her Network: Auddy / Monthly Downloads: 40k / Current Civility Score: 99, HIGH Our second Classified comes from the UK, a special relationship that just keeps on giving. Auddy has proven to be a top partner in recent years, and this prime opportunity comes straight from their roster of shows. Hosted by Caroline Crampton, a British writer and podcaster, each episode explores both well-known and underserved women of crime fiction, finally bridging a long fraught gap in literary history. With the recent trend of whodunnits (Knives Out, The Residence, The Thursday Murder Club) interest has been restored to the works of Agatha Christie, Dorothy L. Sayers, Dorothy Erskine Muir and many more. This has been a top performer for many US brands, mostly targeting bookworms, lifelong learners, and self-starting entrepreneurs. It’s also a very female skew opportunity that can replicate History and Education podcasts as well. There’s nothing cloak and dagger about this deal, just click below to sleuth for details. Get The Deal In Case You Missed It The UK Audio Landscape, Part 1 By way of Sounds Profitable, the 2025 Ofcom report on UK audio listening shows streaming music services now rival traditional radio in weekly reach, especially among younger audiences. Podcasts continue to grow, reaching 22% of adults weekly, with Spotify leading as the top platform. Most UK podcast listeners prefer audio-only, but over one-third engage with video formats. For marketers, focused on the UK, there is great information in this report. If you want a deeper dive on podcasts specifically, check out this analysis from Adam Bowie. Read More The UK Audio Landscape, Part 2 Edison Research and AdsWizz unveiled new data from The Infinite Dial UK 2025 at Podcast Show London 2025, highlighting key differences in audio and technology usage between the UK and U.S. One standout finding is that smart speaker ownership in the UK has surged to 45% of the population ages 16+, surpassing the U.S., which has plateaued at 35% since 2021. This shift signals growth opportunities for podcasting and audio platforms in the UK. The Edison Research UK 2025 Infinite Dial combined with the Ofcom research provides marketers with a thorough view of audio listening in the UK. Note: the full UK Infinite Dial 2025 Report will be presented via webinar May 29th. Read More The International Publisher Cheat Sheet Tom Webster and Bryan Barletta of Sounds Profitable, fresh from Podcast Show London 2025, shared a draft list of sales houses by country and region for podcast advertising, inviting submissions for inclusion by June 15th. This effort aims to help podcasters monetize globally. While the list of sales houses is designed for podcast creators, it’s also a valuable resource for advertisers. Sounds Profitable has compiled an excellent cheat sheet of ad sellers across international markets. Read More #SaveTheLiveReads Legendary Coverage from SelectQuote  It’s a rare gift for hosts to be able to address matters of life and death with impactful clarity, personalization, and humor. That’s exactly what Scott Philbrook and Forrest Burgess have accomplished in their SelectQuote segment on Astonishing Legends. The podcast’s conversational format creates a natural entry point, engaging listeners with a compelling testimonial about navigating the journey of life insurance selection. As the mutual read develops, these hosts effortlessly transition into the advantages of choosing SelectQuote. Their ability to bring levity to a serious subject builds trust and highlights the brand’s commitment to real-life care and customer service. Together, Scott and Forrest effectively convey SelectQuote’s credibility, accessibility, and comprehensive coverage options, making the message both informative and persuasive. Though this segment runs longer than our typical #STLR features, its thoughtful delivery, elaborative substantiation and organic storytelling approach make it a standout example of a host-read ad that inspires genuine listener engagement and action. This one has all the bells and whistles and checks all of the boxes. Definitely worth a listen. Listen Here Contact us for a Consultation  Reach Diehard Sports Fans with ALLCITY Network Sports fans don’t just follow their teams—they live them. ALLCITY Network delivers the most complete local sports media experience with daily podcasts, pregame/postgame shows, and community-driven coverage that fans can’t get anywhere else. But ALLCITY isn’t just redefining podcasts—it’s expanding daily sports coverage across Roku, Samsung, and connected TVs, giving brands more ways to engage beyond just Podcast platforms and YouTube. For advertisers, ALLCITY is a community that converts, offering turn-key mid-roll placements, tentpole event sponsorships, and custom brand integrations. With the NFL and Football season right around the corner, there’s never been a better time to reach engaged sports fans. Looking for a smarter way to advertise in sports? Email advertising@allcitynetwork.com to start the conversation. Our new original series takes on the nearly impossible task of defining the word “podcast,” with insights from over 30 experts in the space space —including Ira Glass, Adam Carolla, Guy Raz, and more. It’s a must-listen for those with an interest in the past, present, and future state of podcasting. If you haven’t listened to our series yet, now’s the perfect time to check it out. 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Maryjane Balázs Haley Wiese Rubi Mora  

CAOs, there’s a number out there in the world that if you knew it, it’d change your business forever. Our guest on this week’s episode of the Media Roundtable found that number— How’d he do it? Join Dan Granger (CEO, Oxford Road) as he hosts Hernan Lopez (Founder, Wondery & Owl & Co) in a special double episode about the BIGGEST number in podcasting and why it matters.. They’re talking: Counting What Counts, Why Definitions Matter, Audio Wins, and more. Let’s dive in. “ I estimated the global podcast economy to be worth $7.3 billion.”  Hernan Lopez (Founder, Wondery & Owl & Co) Count What Counts – Hernan’s $7.3B estimate of the industry shakes up previous assumptions on podcasting. It doubled the US estimate, and added several billion in global podcast business. Tracking down the numbers isn’t easy, and it’s not perfect. That’s okay. CAOs, in measurement, having a better idea of the truth puts you miles ahead in your decision-making power. Definitions Matter – Owl & Co.’s groundbreaking study emerged from Hernan and Dan’s discussion as part of our “What’s A Podcast?” limited series. They knew the IAB didn’t count video podcasts in their $2B US estimate, and video podcasts are clearly podcasts too. When we define our industry clearly and consistently, we can show receipts for the growth we’re driving (and get commensurate investments). Audio-Only Successes – The pie has grown for everyone by counting video podcasts as podcasts. But equally important—video isn’t necessary to succeed in podcasting (e.g., Pivot, audio-only, should earn ~$25M/episode). There are pros and cons to every format approach, and the actual metric we should care about is what connects with an audience. CAOs, when you’re picking shows, consider being format-flexible, but insist on audience-host connection, like Hernan has been able to cultivate across shows at Wondery. For a deeper dive into one of the most consequential studies podcasting’s ever seen, plus Hernan’s fascinating journey to get there, check out the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds From Airwaves to Podcast Soulmates Network: Gemini XIII / Monthly Downloads: 10k There’s rarely a creator who can excel in radio, YouTube, Twitch, and podcast, but Carla Marie and Anthony have done just that. The newly engaged twosome met while working for Elvis Duran and The Morning Show in 2009 and have since built an impressive digital media company. Their daily news show covers 15 minutes of headlines, trends, popular culture, and in-depth feature stories. This is a great middle-ground option that’s brand safe and relies on light, even-handed coverage. In keeping with their radio show background, the duo often hosts nostalgic segments around music that offers levity to the Core Four topics highlighted per episode. For advertisers with a strong female demographic, or any non-specific DTCs, this is a recommended test given its present list of high performers. If you’re an early riser, come on down to the link below for more info. Get The Deal Playing the Blame Game Network: Realm / Monthly Downloads: 80k / Current Civility Score: 82, HIGH May is Mental Health Awareness Month, and podcasts have become a great resource for general education and information on this topic for a large number of listeners. Podcasts also provide a form of intimacy and kinship that many of us lack in our day-to-day lives. Meghan Rienks and Melisa D. Monts blend high and low-brow content in their weekly podcast, Don’t Blame Me! / But Am I Wrong?. Using their unique humor and specific brand of edutainment, these longtime friends have built a loyal audience of engaged, thoughtful listeners. They’re also creatives who couch much of their advice in academic frameworks, bringing an aura of authenticity that money just can’t buy. This show has become a huge performer for multiple DTC and B2C advertisers looking to reach highly educated young professionals. Put the blame on Mame, boys, and put the pointer on the link below… and click. Get The Deal In Case You Missed It SAG-AFTRA Tackles AI in Audio SAG-AFTRA’s tentative 2025 Audio Commercials Contract MOA introduces a major structural overhaul and the union’s strongest AI protections to date. Covering 2025–2028, the deal simplifies compensation by consolidating digital usage into two categories: Traditional Digital and a new premium Digital Plus tier. It also codifies the flexible, flat-rate Audio Flex model. AI safeguards include consent requirements for training, usage fees for digital replicas, and benefit contributions from companies using synthetic voices. Speed just got a price tag. That’s a good thing. The new SAG-AFTRA contract doesn’t block AI, it builds guardrails. If you use a voice replica to generate new lines? That’s a 1.5x session fee plus usage. AI isn’t a discount button anymore, it’s a feature with ethical structure. Bottom line: this keeps real human voices in the loop and lets marketers scale responsibly. Read More Magellan AI’s Q1 Benchmark Report Podcasting’s momentum remained strong in the first quarter, with ad spending rising 21% year-over-year, according to Magellan AI’s Q1 2025 Podcast Advertising Benchmark Report. By March 2025, podcasts in the top 500 captured 51% of ad spending — a significant increase from the 44% share recorded in January and February. This trend favors established podcasts, making it tougher for smaller shows to compete. Over 1,000 new brands entered podcasting! Benchmark reports always offer valuable insights. The heavy spend in the top 500 podcasts aligns with audience concentration, but it also highlights untapped opportunities in the long tail. We’re here to help you uncover them. Read More Americans Get Selective with Streaming Audio As of Q1 2025, just over half of Americans ages 13+ pay for at least one audio subscription service. 35% are paying for only one, 10% for two, and 6% for more than two. Since Q4 2022, the number of people paying for more than two audio services has dropped significantly—from 13% to 6%—with more now opting for a single service. Edison Research suggests these trends could signal broader impacts of economic uncertainty on audio consumption habits. This doesn’t mean that subscription audio is on the wane. It seems instead that consumers are being more selective. Fun fact: Guess which streaming audio or video service has one of the lowest subscription churn rates? Yep, Spotify (note: audio services on average are stickier compared to video). Read More #SaveTheLiveReads Zocdoc to the Rescue for Emergency Intercom  For the hypochondriac that sometimes lurks within us all, this week’s #STLR featuring Drew Phillips of the hit podcast Emergency Intercom has nothing but praise for Zocdoc! Drew’s charm and humorous testimonial about his devotion to doctor visits have earned him the title: Zocdoc Fanatic! His substantiation is effective because it combines his relatable personal experience with clear, informative messaging. By emphasizing this healthcare appointment booking app’s ease of use, broad range of specialties, and quick provider avails, Drew lays out the platform’s core benefits with succinct demonstration. His message is engaging and persuasive, encouraging listeners to take action, but without the hard-sell vibe. One can’t help but chuckle at Drew’s unique ability to gain a sympathetic ear for his favorite healthcare booking platform—in a mere 70 seconds. Incorporating Zocdoc’s signature sonic ID at the end of his read earns Drew extra brownie points from our Oxford Road Creative Team, who had a hand in its creation. Listen Here Contact us for a Consultation  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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Maryjane Balázs Haley Wiese Rubi Mora  

CAOs, the most important thing to remember is this: chase your audience and success will follow. This week on the Media Roundtable: Special Edition, Dan Granger (CEO, Oxford Road) welcomes audio heavyweights Steven Goldstein (Founder & CEO, Amplifi Media) and Jay Nachlis (Vice President, Coleman Insights). This episode is sponsored by our friends at Libsyn. The team is talking: Listener Behaviors by the Numbers, The Audio-Only Lane, and Growing Pains. Let’s jump in.  ”You have to chase the audience. That’s what the big media companies are learning how to do. And that’s what podcasting has to learn how to do.” Steven Goldstein (Founder & CEO, Amplifi Media) The Numbers Don’t Lie – The people have spoken. 85% of consumers agree podcasts can be audio or video. And the definition matters. Owl & Co.’s recent industry valuation hit $7.3B, helped by video’s inclusion. The insight is two-fold: Video fuels growth through short-form discovery. Calling video podcasts “podcasts” ensures the industry gets credit for that growth (plus the increased investments that follow). Driving Audio-Only Growth – We’ve seen a huge shift to video podcasts, but where does audio-only still win? Driving, commuting, and exercising all show audio-only growth. And several formats could (or should) remain audio-only: news, fiction/storytelling, and sports. When creators cite video production challenges, a strong audio-only lane is good news for ensuring a healthy creator ecosystem. Growing Industry = Growing Pains – 77% of podcast consumers switch seamlessly from audio to video. But for advertisers, metrics don’t follow across platforms (Dan cites clients who won’t touch simulcast because of the measurement headache). If we want to keep growing past $7.3B, we need open, unified measurement across platforms (Agree? Check out our petition and join us.) For better clarity on the consumer trends shaping the industry, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: The Classifieds Always Dressed for Success Network: Audacy / Monthly Downloads: 125k Finance and Fashion aren’t often connected in show content, but newly emerging host Emma Grede wants to change all that. The British-born entrepreneur and fashion designer is the successful face behind the Kardashian brands, an advocate for diverse representation amongst CEOs, and she continually strives to always do her best. In her first few episodes, Grede interviews business-savvy figures like Gwyneth Paltrow,Ariel Investments Co-CEO Mellody Hobson, and Fanatics CEO Michael Rubin. For those who want to build a business, but don’t feel like they fit the mold, this is a must-listen. Grede is a top-tier interviewer who can speak heart-to-heart with those who have excelled to the highest echelon, making this one of the rarer opportunities to recently premiere. This show is recommended for advertisers looking to reach young professionals, especially women focused on career development. Genius is 1% Inspiration, and 99% Perspiration, but 100% of the Information can be found with the stylish link below. Get The Deal The Gift of the Gab Network: Moonbeam Media / Monthly Downloads: 200k Every so often we find ourselves needing a helping hand, a shoulder to cry on, or just a sympathetic ear. Jefferson Fisher has the astounding ability to be all three. In his new podcast with Moonbeam Media, the attorney and law firm proprietor models his lessons on communications that fueled his career. Through years of arguing his cases (literally), he now helps people learn how to argue less, listen more, and engage with their peers. Besides providing invaluable advice to his listeners, Fisher also has a calming voice, making them feel validated and comforted throughout each episode. His lessons touch upon personal issues that involve both self-improvement and workplace growth opportunities. Whether you’re an introvert trying to break through the noise or an earnest self-starter, this show opportunity is highly recommended. If you wanna walk the walk… and talk the talk, just walk yourself on down to the link below. Get The Deal In Case You Missed It Spotify Hits Play and the Market Reacts Spotify recently introduced a new “Plays” metric for podcast episodes, providing a visible play count similar to YouTube’s video metrics. NBC News published an article compiling podcasters’ concerns, with the main worry being that public view counts could overshadow or marginalize smaller shows. Spotify took to Threads, promising to address questions by May 16th. Spotify updated its support page to clarify that a “play” is counted when a user actively watches or listens to content on the app. James Cridland published an op-ed highlighting the importance of open statistics. We’re all for better metrics that reflect how people actually engage with podcasts—whether they’re watching or listening. But we need industrywide standards. Right now, a ”play” on Spotify isn’t the same as one on YouTube or Apple, etc. You get the idea. Read More Your Attention Please The IAB and MRC have released Attention Measurement Guidelines. Developed by the IAB Attention Task Force, the framework aims to bring consistency, transparency, and accountability to how attention is measured across media. It outlines four key methodologies—data signals, visual tracking, physiological/neurological observations, and surveys—to create shared standards. The guidelines are intended to complement, not replace, delivery and outcome metrics. We applaud this effort–i.e., the attempt to create standards! Based on prior studies, we expect audio to remain a high-attention medium. If you want to see the importance of attention, check out the Maximizing Profit Through Attention analysis from Ebiquity and Lumen Research. Read More Trump Aims to Cut Funding for Public Broadcasting NYPR President & CEO LaFontaine E. Oliver has addressed the White House budget proposal to eliminate federal funding to NPR and PBS, following an executive order by President Trump. Oliver emphasized the dangers of reduced access to reliable information and urged listeners to support public radio through donations, contacting legislators, and raising awareness to protect free press and public broadcasting. No doubt that public broadcasters will be forced to cut costs. We expect the impact will be felt most in smaller markets, potentially accelerating the phenomenon of news deserts. Read More #SaveTheLiveReads The Editors Get Moinked! This week’s #STLR takes listeners back to the family farm as The Editors podcast host Rich Lowry highlights the importance of ethical meat sourcing with Moink! Rich strikes the perfect balance between addressing a serious topic and maintaining a conversational, engaging tone—complete with vivid anecdotes and enthusiasm. He thoughtfully outlines problems with the commercial meat industry before introducing Moink as a trustworthy, values-driven solution that supports American family farms. By emphasizing ethical sourcing, affordability, and quality, he positions Moink as a compelling alternative to corporate meat producers. Plus, Lowry’s substantiation of his family’s enthusiastic experience with the product adds credibility and authenticity to his personal endorsement. And of course, the “Free Wings for Life” offer is a fun, memorable incentive that makes listeners even more eager to get Moinked too! Listen Here Contact us for a Consultation  Libsyn, the original podcast hosting platform, has been driving innovation in content publishing, measurement, and monetization for more than 20 years. Now, with Libsyn Ads (formerly AdvertiseCast) brands can seamlessly connect with engaged audiences across thousands of podcasts spanning every category. From premium host-read sponsorships to scalable programmatic buying, Libsyn Ads delivers flexible solutions tailored to your campaign goals. Get the reach and advanced tools of an enterprise platform, paired with the customization and tailored touch of a specialty partner. Be heard by millions of listeners each month—on the platform that made podcasting what it is today. Visit advertising.libsyn.com to speak with a Libsyn Podcast Advertising Specialist today. OXFORd In The News Rosemary’s Baby This week, our very own Rosemary Scalabrino (Director of Business Development, Oxford Road) spoke at Harvard Business School’s event, “The Creator Economy x Venture Capital: Fueling the Next Wave of Consumer Brands.” If you missed the event, the panel explored: 💡 Ways to optimize the massive growth in creator-led and podcast channels. 💸 How creators increase brand engagement and affect consumer purchases. 🔮 The future of podcast formatsas traditional media models face disruption. Read more on our LinkedIn Post. Read More Hoo Says Podcast is Bigger Than Reported? You heard about it in this week’s Media Roundtable episode; read the full Owl & Co. analysis of the Podcast industry by downloading the full report here. This groundbreaking research puts the global podcasting industry at $7.3 billion in 2024 revenue, outsizing previous estimates by 50%. Learn more by checking out our recent LinkedIn post—shout-out to Oxford Road’s activation teams for contributing to this potentially game-changing analysis. Read More Ox-news in Podnews Our very own Media Roundtable was featured this week in Podnews as part of their highlights of interesting podcast episodes and series. They mention our most recent episode, “Little Masterpieces for Your Ears” – Understanding Podcasting’s Past, Ensuring its Future, with contributions from Edison Research’s Larry Rosin, Nick Giorgio from Simplisafe, Hilary Shafer from Oxford Road, and Podnews editor, James Cridland. Thank you Podnews, for listening, and even more for highlighting the work we’re doing in your publication. Read More Our new original series takes on the nearly impossible task of defining the word “podcast,” with insights from over 30 experts in the space—including Ira Glass, Adam Carolla, Guy Raz, and more. It’s a must-listen for those with an interest in the past, present, and future state of podcasting. If you haven’t listened to our series yet, now’s the perfect time to check it out. 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Maryjane Balázs Haley Wiese Rubi Mora

Ah, podcasts–those “little masterpieces for your ears.” We’re back with another episode of our limited series, ‘What’s a Podcast? – The Extended Interviews.’ We have an all-star panel of industry insiders to debate what a podcast is — and what it could be. Dan Granger (CEO, Oxford Road) hosts: ⭐️ Larry Rosin (President, Edison Research) ⭐️ Hilary Ross Shafer (VP, Podcast and YouTube Influencer, Oxford Road) ⭐️ James Cridland (Editor, Podnews and Podcast Business Journal) and  ⭐️ Nick Giorgio (Director, Media and Customer Acquisition, SimpliSafe) The team’s talking: Podcasting’s Identity Crisis, Podcast Growing Pains, and CAO ad outlook. Let’s dive in.  ”Podcasting’s unique selling point has always been that it’s something for your ears when your eyes are busy.” James Cridland (Editor, Podnews and Podcast Business Journal) It’s Complicated – The panel agrees: at its core, a podcast is longform, on-demand, narrative-driven audio. But it gets murky when you factor in video, platform exclusives, and a shift away from RSS feeds. Why does this matter? As Dan notes, ‘brands need definitions’ to allocate budgets wisely. CAOs, make sure your definition aligns with your partners’—or risk paying for something you didn’t intend to buy. Ch-ch-ch-changesss – Podcasting’s transforming–from incorporating video to distribution consolidation. The big question: Will podcasting remain an open meritocracy or shift towards exclusive platforms with larger budgets and more constraints? One sign of the indie spirit–Steven Bartlett’s $100M choice to stay independent. If you want to keep that spirit alive, consider the shows you’re supporting and continue to carve out a budget for your favorite independent podcasters as well. Make Sure the Math Maths – As podcasts grow into video, evaluating ad buys becomes more complicated. How do you value-in the different elements? Nick’s approach at SimpliSafe: look for B-roll footage, a logo or promo code on screen, and if it’s baked-in or DAI. Accurately pricing the elements that drive the most value for your brand means jumping on the right deals and saying no to the wrong ones. Paraphrasing Ferris Bueller, podcasting moves pretty fast. If you don’t stop and tune in, you might miss it. To keep up, catch the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Senior Leadership Gets a Makeover Network: Westwood One /  Monthly Downloads: 200k It’s Asian American and Pacific Islander Heritage Month, and we’re extremely happy that it coincides with this week’s trending podcast opportunity. Produced by the Bleav Network, and distributed by Westwood One, Vince Chan’s Chief Change Officer is a well-regarded Business podcast that pushes for career growth at all professional stages. Chan previously worked at TCW Asset Management, managing billion-dollar funds for Fortune 100 companies, as well as many other storied institutions. While his guests draw a substantive audience of decision makers and business leads, Chan’s insights and ingenuity are just as lauded, often focusing on exceptionalism and personal goals. Many of the discussions featured center around international business practices and ongoing trends, but the central theme is always self-improvement. This is a great option for B2B advertisers looking for fresh testing options in Q3. Be the change you want to see at the water cooler by clicking below. Get The Deal Stuck in Traffic but Happy to Listen Network: CompanionCast / Monthly Downloads: 400k / Current Civility Score: 89, HIGH Who has the time? This is a question we likely ask ourselves at least once a day. This week we’re highlighting a podcast that helps deliver your pop culture download that much faster. Dave Neal is a stand-up comedian devoted to getting you this desired content twice a day, every weekday, just in time for your commute. Though Neal takes lots of notes from morning radio formats, his production, research, and commentary are podcast staples many people know and love. Dave’s podcast started out as a Bachelor mainstay from CompanionCast, a network devoted to watchalong content that caters to a female audience. The show quickly rose in popularity and is now considered a must-listen for reality TV lovers. Due to Neal’s consistency and superb ad delivery, he has amassed many longtime advertisers who target a wide range of demos. If you wanna beat the rush hour traffic, simply click below for the expressway to more info. Get The Deal In Case You Missed It Radio Scores Move the Goalpost? James Cridland digs into how Nielsen has revised its radio listening from January in PPM markets, counting anyone as a listener who listens to a radio station for just three minutes (rather than the previous five). This change led to a reported 15% overall increase in U.S. radio listening. Canadian radio listenership also grew. While the update increases impressions (and as a result, supply), it risks misleading advertisers and potentially reducing ad spend. Most radio is still planned around impressions/TRPs. With the new ratings, planners and marketers are likely to see an opportunity to buy fewer spots to hit their goals. Radio may have just scored an own goal. Read More Reality Check for Ad-Supported Audio Edison Research’s Q1 2025 Share of Ear study shows that U.S. population aged 13+ spend 64% of their daily audio time with ad-supported audio sources and 36% with ad-free audio sources. Americans aged 55+ favor ad-supported audio significantly (75%), while younger Americans 18–34 split their time more evenly. The 18–34 numbers should be a wake-up call for the audio industry. If ad loads keep climbing, we shouldn’t be surprised when more listening shifts to ad-free or ad-light platforms. Read More Hot Off The Press: Owl & Co. Global Podcasting Estimate The global podcast industry generated $7.3 billion in revenue in 2024 according to research firm Owl & Co. This figure includes global advertising on audio, video, and subscriptions but excludes live events. Unlike prior estimates from the Interactive Advertising Bureau (IAB), which focused only on U.S. audio ads, Owl & Co. included revenue from platforms like YouTube and China’s Ximalaya. The study highlights podcasting’s underestimated profitability and global reach, while underscoring the medium’s growing cultural and commercial influence beyond traditional audio advertising. We’ve suspected podcast ad spend was undercounted—now we know. The IAB pegs 2024 U.S. spend at $2.4B, while eMarketer puts global at $4.8B. That means the real market is at least 50% larger than what’s typically reported. Shout-out to Oxford Road’s activation teams for contributing to the Owl & Co. analysis. Read More #SaveTheLiveReads MasterClass + Italian Cooking = Deliziosa! Listeners of the Financial Feminist podcast, hosted by money expert Tori Dunlap, are in for a deliziosa treat this week as she climbs the #STLR charts with her molto bene MasterClass read! Tori grabs attention with a standout hook—her dream of attending a once-in-a-lifetime cooking intensive in Italy. She smoothly introduces MasterClass as her go-to learning tool for sharpening her knife skills. Tori then also skillfully connects her personal goals to the values the platform offers: learning from top experts for just $10 a month, having versatility across devices, making listeners feel empowered to elevate their own skills and more. She wraps it all up with a clear exclusive discount incentive in the call to action, to drive her enthusiastic followers to sign up for MasterClass. Andiamo! Listen Here Contact us for a Consultation  OXFORd In The News Will You Do The Fandango? Scaramouche, Scaramouche! We can’t resist a Bohemian Rhapsody nod when “The Mooch” makes headlines—and yes, Anthony Scaramucci will be at this month’s Podcast Show in London May 21-22. But the real reason we’re highlighting? Oxford Road’s own Steven Abraham will join 200+ leaders from across the global podcasting landscape to explore the unique trends, innovations, and regional insights shaping the medium. Can’t make it to London? Don’t fret—we’ll bring the highlights to you right here, in an upcoming edition of The Influencer. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Maryjane Balázs Haley Wiese Rubi Mora

Three brothers have taken podcasting by storm. And this week, they share the secret to turning everything they touch to podcast gold. In our limited series “What’s a Podcast? The Extended Interviews,” we sit down with the creators of the fastest-growing independent media network in the world, the MeidasTouch. Dan Granger (CEO, Oxford Road) hosts Ben, Brett, and Jordy Meiselas (Co-founders, MeidasTouch Network) to discuss the tips and tricks the brothers use to build and scale their wildly successful podcast-turned-media-network. They’re talking: Growth Hacks, Serving your Audience, Family SWOT Analysis, and more. Let’s dive in. “ Everything we do is malleable. While podcasts feel like they have been around for a long time, it’s still such a new industry… You can never get too comfortable. Always be looking at ‘how is this changing? What’s next?” –Brett Meiselas, (Co-founder, MeidasTouch Network) How to Make Friends & Resonate with People – How do you identify authentic shows with engaged audiences? See how hosts like the Meiselas brothers respond to audience needs. Look for podcasters who have social strategies tailored to each platform and actively engage with their listeners. Independent = Flexible – Big ships are hard to steer. Being an independent brand with clear values means the brothers can take time to engage with listeners, analyze industry changes, and quickly adapt. Forget rounds of notes: when news breaks, you want talent who can simultaneously record social content, post, and engage with listeners as a story is trending. The Network of Brotherly Love – Could never work with your family? The Meiselas brothers lean into their individual strengths to delegate tasks and prevent competition. CAOs: if a team can handle complex family AND work dynamics successfully, they’re communicative, direct, and solution-oriented. Work. With. Them! For more (MeidasTouch) gold nuggets, mined just for CAOs, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds One Big Happy Family Network: All Things Comedy / Monthly Downloads: 60k Scheduling a family dinner? Stressful and difficult. Scheduling a weekly podcast with your entire family? Basically impossible. And yet, stand-up comedian and author Zarna Garg does just that every week with her husband and three children. Recorded over Zoom, it’s an entertaining view into family life and an actual check-in for this geographically distanced family. The Garg Tribe is extremely intelligent, driven, thoughtful, and engaged. You can tell from their banter that they’re extremely busy, fulfilled folks who still value family above everything else. This offering was previously unavailable for sponsorship, but it’s recently fallen under the stewardship of All Things Comedy, a prominent network in the Comedy genre. For those looking to reach an audience with strong family values, plus a sense of humor, this is the perfect test. You’re not invited to the family reunion, but you are invited to click the link below to gather more information. Get The Deal Love Thy Neighbor Network: TMG Studios / Monthly Downloads: 45k / Current Civility Score:  64, MEDIUM Dom Roberts and Maya Umemoto Gorman inhabit two ideals: Your best friends and the people you aspire to be. Both Roberts and Gorman are reigning hosts of Upstairs Neighbors, an independent podcast that’s gained sizable traction this past year. Now repped by TMG Studios, this weekly opportunity brings together a contingent of funny, interesting, cultured Gen Z women. Popular culture is often at the forefront of conversation, whether that’s breaking down Coachella, riffin’ on the new Minecraft movie, or immersing themselves in all things reality TV. The twosome never holds back their true opinions, and their loyal listeners always value their honesty. Recently, the duo started recording the show live, building their brand and attracting a larger audience. This is especially recommended for advertisers looking to diversify their Comedy and Society & Culture testing in Q2. Won’t you be my neighbor by clicking the link below. Get The Deal In Case You Missed It Creative Best Practices from an Industry Luminary Every creator, podcaster and entrepreneur eventually learns the most powerful lessons aren’t complicated. In many cases, they’re timeless. Steven Goldstein of Amplifi Media outlines five timeless creative truths. This post is aimed at podcast creators, but the insights also apply to marketers that guide advertising messaging. Read More Wall Street Hammers Spotify Spotify shares fell as much as 8% after issuing weaker-than-expected Q2 user and financial guidance. Spotify forecasted 689 million monthly active users for Q2, falling short of the 694 million polled by Bloomberg analysts. Wall Street may have punished Spotify’s stock on this news. But any brand nearing 20 years would kill for Spotify’s audience growth. There’s a reason they dominate audio. Read More Brand Impact Measurement for Video Podcast Ads Video podcasting, especially on YouTube, is reshaping how podcasts are consumed and monetized. Signal Hill Insights now offers brand lift measurement for embedded video podcast ads—despite YouTube’s restrictions on pixel-based tracking. It’s not performance-based measurement, but CAOs take note: this offers a way to measure the impact of embedded ads in video podcasts. TBH, more advertisers should be measuring the brand impact of their podcast ads. Read More #SaveTheLiveReads Ben Carlin’s Wizardly Wellness Recommendation From the magic minds of the Super Carlin Brothers and favorite Harry Potter aficionado podcast, Through the Griffin Door, Ben Carlin wows listeners in this #STLR with a standing ovation for ProLon Life. With a sincere setup on the challenges of becoming a new parent, while crediting his wife for discovering the program, Ben introduces ProLon Life as a realistic, science-backed solution to getting back on track. While maintaining an approachable tone and genuine excitement, he substantiates further by explaining that ProLon is a five-day, plant-based fasting-mimicking program designed to trigger cellular renewal.  This live read strikes a great tone between informed and approachable, like a best friend giving their honest endorsement. Ben further establishes ProLon’s credibility referencing “Nobel-winning science” and wraps up with a strong, simple call to action, making it easy for listeners to take the next steps. As life moves FAST in the land of parenthood, it’s encouraging to know that ProLon can help you reach your healthy weight loss and longevity goals—so you can keep up. Listen Here Contact us for a Consultation  OXFORd In The News To Infinitum And Beyond! Oxford Road’s VP of Creative Services, Stew Redwine, is a winner in the truest sense of the word. Not only does he push our advertisers to innovate and do the very best creative work in the industry, his award-winning podcast, Ad Infinitum, picked up five Gold and three Silver Davey Awards last year. This week, the team at the Academy of Interactive & Visual Arts, which hosts the Davey Awards, sat down with Stew to discuss the show and his craft. This one’s for audio nerds, and the fact that you’ve made it this far in this week’s newsletter makes you a part of that crew. Congratulations again, Stew! Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Maryjane Balázs Haley Wiese Rubi Mora

The Media Roundtable limited series: “What’s a Podcast? – The Extended Interviews” continues with this crucial debate. This week’s episode is sponsored by Fairing. Dan Granger (CEO, Oxford Road) teams up with Larry Rosin (President, Edison Research) for our extensive qualitative and quantitative journey to define what a ‘podcast’ is in 2025. This episode is a culmination of all that work: a debate to finally forge one definition to rule them all. Together we’re talking: Consumers vs the Industry, the Spirit of Podcasting, Video Inclusion, and more. Let’s dig in. “ It’s such an American idea, this democratization of voices–this fact that now there is actually representation of interests that were underserved for so long.” Dan Granger (CEO, Oxford Road) The Pod Stays in the Picture – Going back at least a decade, parts of the industry have grumbled about changing the name ‘podcast.’ (After all, we don’t carry around iPods anymore.) But consumers are fine with the name. And just as important, the biggest industry players (Google, Spotify, Apple, etc.) are happy to keep Podcast’s connection to its roots of origin. Open Airwaves – To understand what’s needed in a comprehensive podcast definition, Larry and Dan go back to the defining characteristics of the medium from day one. A low barrier to entry, where anyone’s voice can be heard. Plus, the intimacy that comes with an audio-first connection. Though the specifics might change, the open conversations, accessible by all, are part of the very DNA of this medium we all know and love. The Jeopardy Test – Consumers and our experts agree: Video podcasts are podcasts. But where exactly is the line drawn that cuts out just plain videos? Our rule of thumb: If it works with your eyes closed, it’s a podcast. Larry remembers living in Philadelphia when TV channels were simulcast on FM radio. Jeopardy worked as an audio-only show. Wheel of Fortune didn’t. Video podcasts are enhanced with visuals, but they’re not always needed to make the show work. For a deep dive to pressure test every single word of a definition with huge implications, tune into the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Feeling Very Uncomfy Network: American Public Media / Monthly Downloads: 43k / Current Civility Score: 99, HIGH Next week marks the 11th season of American Public Media’s premier podcast, This Is Uncomfortable, hosted by Reema Khrais of Marketplace. The show now sets itself apart from its origins by delving into the interpersonal workings of money’s entrapments and ultimate rewards. And this podcast doesn’t shy away from uncomfortable conversations involving race, gender, sexuality and mental health, while also infusing a finely honed brand of empathy. Taking her cues from public radio’s best traditions, the show also makes room for modern America’s mindset. This offering takes on explicit topics, but in the best and most civil manner, ensuring brand safety and messaging alignment. Since the show’s inception, its most devoted advertising partners have been B2Bs with a high contingent of well-educated business owners and decision makers. Step out of your comfort zone and click below for more details. Get The Deal The Skeletons are Rattling in Their Closets Network: Amplitude Media Partners / Monthly Downloads: 10k Fresh from Amplitude Media Partners’ newest partnership with Multitude Productions comes This Guy Sucked, a history podcast that asks the question, “Did this guy suck?” Historian Claire Aubin is joined by new guests each week to examine truth vs tall tales associated with history’s greatest victors. Whether she’s highlighting the antics of Jerry Lee Lewis or Voltaire, every episode has a general outline, overview and deep dive. Guests are often historians, experts, professors, and authors with a specific background in the subject matter. For lovers of history looking to assess previous research, or those who just want the skinny on things they never learned in school, this is a great listening opportunity. The key demo for this podcast consists of lifelong learners and young professionals who favor literary pursuits. And remember, some guys weren’t just bad, they sucked, and you can learn more about them via the link below. Get The Deal In Case You Missed It IAB Reports Big Growth for Podcasting Podcast advertising in the U.S. reached $2.4 billion in 2024. This growth is attributed to the expansion of podcast networks, enhanced brand integrations, and improved audience targeting, according to the IAB/PwC Internet Ad Revenue Report. The IAB Internet Advertising Revenue Report: Full Year 2024 is available for free download. Even with recent growth, podcasts account for less than 1% of all digital ad spend. There’s still plenty of room to grow, as ad investment continues to lag far behind the time consumers spend listening to podcasts. Read More Steven Bartlett Takes a Stand Steven Bartlett, host of The Diary of A CEO, reveals that he turned down a $100 million offer (from an unnamed source). The deal reportedly would have required platform exclusivity, increased advertising, and performance targets, which Bartlett felt conflicted with his vision of independence and accessibility. With 10.1 million YouTube subscribers and a billion listens/views, his podcast remains a global success. Bartlett plans to expand into the U.S. after signing with Hollywood’s WME talent agency in January. Hear, hear for Steven Bartlett. CAOs, podcasting works best when it remains open and accessible across platforms, and when ad loads stay low. Read More The BBC is Eyeing Growth in Asia BBC Audio has partnered with Audacia Audio to sell podcast ad inventory across seven Asian countries, including Singapore, Malaysia, Indonesia, Philippines, Thailand, South Korea, and Vietnam. This move strengthens the BBC’s commercial presence in the region, capitalizing on the growing popularity of podcasts. The deal expands access to popular BBC podcasts like The Global News Podcast, Learning English Conversations, The Documentary, Football Daily, and Business Daily. Reaching Asian audiences through podcasting has historically been a challenge. That’s why this news could be a big deal for marketers looking to expand their podcast campaigns into Asian markets. Read More #SaveTheLiveReads Parlez Vous Français avec Babbel Corrine Stokoe, host of the Mint Arrow Messages podcast, sets up this week’s #STLR for Babbel, sharing a heartfelt tale of her family history that reveals a deep-rooted connection to the French language. Corrine offers glowing substantiation for the language-learning app, which helped her turn that connection into action. With raw emotion and her soothing delivery, this ad feels more like a genuine recommendation than a pitch, inspiring listeners to embark on their own language learning journeys with Babbel’s concise 10-minute lessons, crafted by over 200 language experts. Offering a generous 60% discount, Stokoe wraps up her compelling Call To Action in a way that makes learning a new language feel both personal and easily doable, with the help of that familiar Babbel sound of affirmation. Listen Here Contact us for a Consultation  Beyond promo codes, vanity URLs, and pixels Capture the podcast listeners, your current attribution misses. When listeners hear your ad but convert without using a promo code, visit from a different device, or type your URL directly, traditional attribution falls short. Fairing‘s attribution surveys reveal these invisible conversions with minimal setup—just add our script alongside your existing pixels and start measuring in minutes. See why audio advertisers are adding Fairing to: Quantify the 60%+ of listeners who convert directly Complement existing measurement tools without replacing them Implement with little to no dev resources Complete your attribution picture → OXFORd In The News Adam Carolla on “What’s a Podcast?” Our friends over at Podnews shared our latest podcast mini-series, “What’s a Podcast,” in their ‘new and noteworthy’ section, explicitly calling out our “Charting Podcasting’s Pirate Ship Past” episode with Adam Carolla. If you haven’t listened to the episode yet, it’s the fourth in the series where our own Dan Granger (CEO, Oxford Road) sits down with the podcasting pioneer to talk about Audio Magic, Betting on Yourself, Podcasting’s Meritocracy, and more. However, our loyal Influencer readers are already aware of this, as we shared it in last week’s edition.😉 Thank you to Podnews for considering our little passion project as new and noteworthy; We agree. Catch up on the entire series here. Read More Axios Weighs in on “What’s a Podcast?” Axios also mentions Oxford Road and Edison Research’s “What’s a Podcast?” report in this week’s Media Trends Newsbrief, as well as in their newsletter. Both articles include a link to our report’s landing page. It’s a groundbreaking move, and if you haven’t read the report yet, now is a good time to check it out. Read More 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! Thank you to the team that puts The Influencer together each week: Ezra Fox – Media Roundtable & Ad Infinitum recap Spencer Semonson – Classifieds Neal Lucey – In Case You Missed It Hannah Lloyd – Save The Live Reads Editors: Kyle Jelinek Shelley Kilburn Maryjane Balázs Haley Wiese

Presenting The Media Roundtable Limited Series: “What’s a Podcast? – The Extended Interviews.” This week, we have a guest who’s not only influential in podcasting history but in Oxford Road history too. While conducting interviews for the series, Dan Granger (CEO, Oxford Road) got a chance to sit down with audio legend Adam Carolla (Host of The Adam Carolla Show). Together they talked: Audio Magic, Betting on Yourself, Podcasting’s Meritocracy, and more. Let’s dive in. “ Big picture, the people with the voices and the people with the ideas are gonna win. That’s what makes it pure.” Adam Carolla (Podcast Pioneer, Host of The Adam Carolla Show) 16 Million Minutes ⏱️ – When Adam left radio for podcasting in 2009, the space was pre-monetization. But Adam had a proven ability to connect with his audience, plus 16 million monthly minutes of streaming listenership to back it up. He bet on himself, paying $9k/month for hosting until he could figure out how to profit from podcasting. He started by pioneering live podcast tapings, and when Dan tracked Adam down about ad placements (giving rise to Oxford Road as we know it), Adam’s bet on himself continued to pay off. Audio Goes Deeper – Video gets a lot of attention, but for Adam, the lack of visual distraction and the portability of audio means he can connect with audio-only content more deeply. CAOs, look for podcast hosts like Adam who’ve started in audio-only formats because they know what it takes for their voices to come to life and connect with audiences. The Podcast Meritocracy ⚖️ – Even though Podcasting goes through waves of “stunt casting,” where celebrity hosts launch new shows, the medium is fundamentally a meritocracy. After the initial curiosity dies down, new hosts still have to prove they’re worth listening to week after week. Audiences, not algorithms, connecting with hosts and choosing accordingly, has always been at the heart of podcasting. For more insights from one of podcasting’s Founding Fathers, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Many Pearls of Wisdom Network: FannieCo Podcasting / Monthly Downloads: 75k / Current Civility Score:  72, MEDIUM Doomscrolling on TikTok gets a horrible rap, but for curious lifelong learners it can unlock some of the greatest mysteries. This opportunity from FannieCo Podcasting is hosted by a husband and wife duo who love to deep dive, research, and learn. Alex Pearlman (pearlmania500) is best known as a TikToker who substantiates political tenets, breaking news, and historical precedent whilst wielding his outrageous persona. His off-camera wife (Mrs. Pearlmania500) often chimes in on his videos to provide yet another perspective and echo his sentiments. It makes perfect sense the twosome now spend each week dissecting the same viral content they react to regularly on the web. So far the show (now in its third season) has a plethora of DR advertisers, with the best performers being convenience-based apps and B2C products. Close a couple of those open tabs and click the link below for more. Get The Deal Bears. Beets. Battlestar Galactica. Network: Voicing Change Media / Monthly Downloads: 135k / Current Civility Score:  90, HIGH Comedy has become the dominant genre, but that wasn’t always the case. Often seen as a strange, unsafe, and untrustworthy genre, there’s now a litany of creators who’ve built spaces, audiences, and many advertisers who’ve found success too. Rainn Wilson may be ultra-famous, yet his approach is pleasingly down to earth. For each episode, he sits down with a different guest to showcase unfiltered, humane conversations regarding the state of their souls, and how to prioritize one’s own sense of self. Though there’s often goofy antics and hilarious bits, what really sets this offering apart is its insistence on authenticity and doing good in the world. If you’re looking for a customer interested in spiritual guidance, self-improvement, or a reprieve from the daily grind, you’ll find them easily here. Our prices have never been lower, so now’s the time to click below for further enlightenment. Get The Deal In Case You Missed It The Value of Creative Turns out, what we’ve known all along is substantiated; it’s not who you reach — it’s what you say. New research from Westwood One’s Pierre Bouvard shows marketers are wildly undervaluing the power of creative, assigning it just 19% of sales impact when the real number is closer to 47%! Meanwhile, targeting is getting way too much credit. Consider this a call to elevate creative strategy from afterthought to top priority. If your audio ad sounds like wallpaper, don’t be shocked when it blends in — it’s time to turn up the volume on your storytelling. Read More ”Prime” Time for Podcasts Podcasting has come out swinging in 2025 with solid ad growth, and Amazon is claiming the crown as 2024’s top advertiser in the space. That’s right: the same company that can deliver a mattress, a microwave, and a murder mystery podcast in one click is also leading the charge in audio spend (we’ve got a whole Ad Infinitum Episode about that). Podcasting isn’t just brand-safe, it’s brand-essential. If Amazon’s betting big on ear-time, it’s time to ask whether your audio strategy is keeping pace… or still buffering. Read More Pod is the New Playground Nickelodeon and Starglow are bringing beloved characters like Dora and the Paw Patrol pups into the podcast space — and it’s not just about entertaining kids. It’s a smart way to reach parents of young children during those in-between moments: the school drop-off, the Saturday morning shuffle, or wind-down time at night. This is a brand-safe opportunity to show up where families are actually listening—not on screens, but in their everyday routines. Audio might just be the new parenting co-pilot, and you have a seat ready in the cockpit. Read More #SaveTheLiveReads Ground News – The Doctor’s Remedy For Algorithmitis Straight from Dr. Abdul El-Sayed, the thought-provoking and hyper-critical co-host of America Dissected, this week’s #STLR  is all about the challenges of navigating media bias in the form of Ground News. Dr. El-Sayed substantiates the usefulness of this platform’s unique tools, like its “blind spots” feature, which helps users compare different perspectives on the same story. He further demonstrates how this feature enables users to break free from echo chambers and make more informed decisions, creating a sense of empowerment and trust. The call to action, with a limited-time discount, adds a sense of urgency while reinforcing the value of Ground News for critical thinking. Along with the host’s background in politics and civil service, Ground News is a welcome new resource for a well-rounded understanding of complex issues. The pairing of this podcast host and advertiser aligns well for a target audience looking to compare news sources, read between the lines of media bias, and break free from algorithmitis Listen Here Contact us for a Consultation  Reach Diehard Sports Fans with ALLCITY Network Sports fans don’t just follow their teams—they live them. ALLCITY Network delivers the most complete local sports media experience with daily podcasts, pregame/postgame shows, and community-driven coverage that fans can’t get anywhere else. But ALLCITY isn’t just redefining podcasts—it’s expanding daily sports coverage across Roku, Samsung, and connected TVs, giving brands more ways to engage beyond just Podcast platforms and YouTube. For advertisers, ALLCITY is a community that converts, offering turnkey mid-roll placements, tentpole event sponsorships, and custom brand integrations. With 25+ shows dedicated to the NFL Draft next week alone, there’s never been a better time to reach engaged sports fans. Looking for a smarter way to advertise in sports? Email advertising@allcitynetwork.com to start the conversation. 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!

The Media Roundtable is back, assuaging your FOMO by recapping the highlights of Podcast Movement Evolutions 2025. This week’s episode is sponsored by The Daily Wire. Dan Granger (CEO, Oxford Road) hosts a full panel of Audio All-Stars: ⭐ Bart Roselli (SVP, Media, Oxford Road) ⭐ Conor Doyle (President, Oxford Road) ⭐ Miranda Romano (SVP, Media, Oxford Road) ⭐ Stew Redwine (VP Creative Services, Oxford Road) The team is talking: 80 Steps for Ads, Audience over Algorithms, The Big Podcasting Tent, and more. Let’s dig in. “Now we can go out to the marketplace and try to get a lot of competing factions to start rowing in the same direction for everybody’s mutual benefit.” Dan Granger (CEO, Oxford Road) 80 Steps  ⛰️ – According to one publisher, it takes 80 steps to get an advertiser on-air for a host-read ad. For a produced ad? Only 20. But while the market trend has been moving towards efficiency, automation, and scale, some big advertisers (like SimpliSafe and Boll & Branch) miss the collaborative, direct work approach from the earlier days. Our takeaways: 1. There might be a few steps to cut from the host-read onboarding process. 2. The live-read is so valuable to the advertiser that this artisanal, handmade ad process can’t be replaced purely by raw efficiency. Audience over Algorithms – We heard speakers give specific advice on what the algorithm intended for creators to do. Our take? Serve the audience, not the algorithm. Podcasts are unique because of the host-audience relationship–creating content that’s distinctly chosen for a community. (The same relationship that makes authentic endorsements valuable to advertisers) Algo chasing is ‘backburnering’ your current community for another potential one. To paraphrase the old adage: “Find new listeners, but keep the old. One is silver, the other’s gold.” The Big Podcasting Tent – We’ve been laser-focused on defining what a podcast is so we can help unify the industry and move ahead. We’ve learned that questions of audio-only or video, RSS or YouTube are unnecessary. Consumers already get it. Podcasts are spoken word, episodic, and on-demand, regardless of the platform. The industry is tangled in definitions, but we don’t have to be. Instead of drawing hard lines, let’s widen the tent. When we do that, we can accurately show just how big podcasting is, how fast it’s growing, and ensure that it gets the investment it deserves. For more on what a podcast is, why defining it matters, and what you can do to help, check out this link to our whitepaper, podcast series, and petition. For countless insights straight from Podcast Movement Evolutions 2025 for your ears, check out the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Put Another Dime in the Jukebox, Baby Network: Gamut Podcast Network / Monthly Downloads: 3m Newly rebranded shows don’t often land at recently rebranded networks, and yet here we are. Formerly YouTube only, Professor of Rock is the newest simulcast opportunity from the former Hubbard Radio, now Gamut Podcast NetworkAdam Reader has been tied to his professorial persona for the better part of a decade. Each episode is dedicated to rock music from the 1960s through the 1990s, and he covers everything from trivia and one-hit wonders to legendary trends. Methodical and straightforward, each show boasts obvious amounts of raw talent and sheer effort. Reader has amassed a staggering 1.3m subscribers on his channel and is now hopping onto an RSS feed to reach a new audience. This is a great opportunity for the Culture Vulture demographic, as well as an older educated male audience. If you want to rock n’ roll all night and party every day, indulge the link below for more. Get The Deal Ask Me No Questions, I’ll Tell You No Lies Network: Studio 71 / Monthly Downloads: 2.2m Shane Smith has a lot of questions, and oh man, do we want to hear the answers! Smith is best known for co-founding Vice.com, a guerrilla-style journalistic endeavor that views the world through a very specific lens. Now working as a free agent through Club Random (headed by comedian Bill Maher), Smith is sitting down with various tastemakers, experts, and scientists to poke and prod at everything mysterious. Whether he’s discussing long-term political strategy or understanding how to build a small business, Smith is always an engaged, earnest interviewer who gives his guests a wide berth to get their points across. The acclaim has been widespread, and many advertisers have found great success in partnering with this male-skewing, finance-focused opportunity. If you ask a stupid question, you might get a stupid answer, but we’ll tell you plain and simple: just click below for details. Get The Deal In Case You Missed It There’s A Place for Audio and Video in Podcasting The rise of video podcasting is not replacing audio podcasts but rather complementing them. “The State of Video Podcasting 2025” study by Coleman Insights and Amplifi Media, presented at Podcast Movement Evolutions, revealed that usage of YouTube grew from 60% to 70% among podcast consumers. Video, especially works in passive settings like at home. However, audio remains stronger in active environments such as in cars, where listening is increasing. Audio and video can coexist, enhancing podcasting’s overall reach. CAOs, video isn’t going to eat podcasting anytime soon—despite what some publishers might hope. Start with audio and enhance with video, not the other way around. Audio is at the core of podcasting. Read More Ad Wearout, What Wearout? A recent study by ABX Advertising Benchmark Index, commissioned by the Radio Advertising Bureau (RAB), debunks the myth of ad wear-out. Analyzing 25,000 AM/FM radio ads, the study found minimal wear-out, with only two ads showing a significant decline after two years. Repeat testing revealed no erosion in effectiveness for long-running ads. Experts like Les Binet, System1, and Kantar support these findings. Wearout is overrated. In performance marketing, let the data lead. In streaming audio—where habitual listening is more common—creative refreshes matter more. Remember, there are always exceptions. Read More Connecting with Black Consumers A new study by the National Association of Black Owned Broadcasters (NABOB) and Nielsen highlights Black Radio as the most trusted and consumed ad-supported audio among Black consumers. The report notes that nearly 90% of Black adults listen to AM/FM radio monthly, and Black Radio accounts for 76% of ad-supported audio consumption in this demographic. With over $2.1 trillion in buying power, Black consumers, particularly Millennials, are influential in shaping trends. The U.S. Black-American population tops 40 million. CAOs, if you’re not investing in reaching this audience, you might be missing out on sales. Importantly, radio is a very effective way to connect with Black audiences. Read More #SaveTheLiveReads 1Password is Seamless for Primary Tech Topping the #STLR charts this week is a great podcast ad-read from Primary Technology hosted by Stephen Robles and Jason Aten for our advertiser, 1Password. This ad nails it by leaning on the host’s authentic delivery, making his endorsement feel personal and trustworthy. It immediately hooks listeners with the universal problem—password overload—and positions 1Password as the prominent, secure fix. Instead of drowning in features, 1Password focuses on real-life benefits like ease, safety, and convenience across all devices. With a clear, memorable CTA and strong brand recall, this ad delivers value and drives action without breaking the show’s flow. This ad is a good example of what we hope for in a host live read: honestly being able to share with listeners, “I use it, and you should too” — the gold standard for a solid personal endorsement. This can only be accomplished with a willing host, proper onboarding and copy that allows hosts to do what they do best: relate to their audience. Listen Here Contact us for a Consultation  The Daily Wire doesn’t just comment on the culture—they reshape it. For 10 years, they’ve challenged the gatekeepers, built real alternatives, and refused to play by the Left’s rules. Want in? Join the most trusted voices in conservative media—Ben Shapiro, Matt Walsh, Michael Knowles, Dr. Jordan B. Peterson, and more—at DailyWire.com/Subscribe. Get full, uncensored daily shows Exclusive access to live chats with hosts, fans, and the team behind the scenes Premium entertainment and documentaries like What Is a Woman? and Am I Racist?—content that actually shifts the culture Join Now OXFORd In The News What is a Podcast? | Press Coverage Podcasting is booming, but the industry is having a “define me” moment. Last week, we shared our industry-defining “What is a Podcast” whitepaper, and the industry is taking note. Major publications like; Business Insider, Yahoo Finance, Podwires, Podcasting Today, Inside Radio, Podcast News Daily, Podnews, Radio Online, Sounds Profitable, MediaPost-Publishing Insider and Roast Brief have shared our findings to help set the record straight: audio-only podcasts aren’t just the roots of the medium—they’re a powerful, distinct format that deserves clarity and respect. Interested in uniting around a clear, inclusive, multi-platform definition of “podcast?” Now’s the perfect time to preserve the spirit of openness and accessibility that made podcasting a movement—not just a medium. Join us HERE. Read More 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!

What’s a Podcast?: The Revolution Redefined Twenty years ago, “What’s a podcast?” was an innocent question—asked with curiosity, maybe confusion. Today, it’s a loaded one, with real consequences for creators, platforms, advertisers, and the future of the medium itself. “ Why does the definition of a podcast even matter? If we don’t define it clearly, we leave it to others to decide.”  Dan Granger (CEO, Oxford Road) That’s why we’re taking the question head-on with two major releases this week: In collaboration with Edison Research we surveyed over 4,000 Americans, and interviewed 30+ creators, executives, and thought leaders to propose a clear, inclusive, and actionable definition of podcasting. This is more than semantics—it’s about protecting the open, intimate, creator-first medium we all believe in. Download the White Paper Here In this new three-part documentary series, hosted by Allyson Marino (Founder, Lipstick & Vinyl), we trace the evolution of podcasting from pirate radio roots to today’s billion-dollar ecosystem. ️Episode 1: The Genesis – The Accidental Revolution (2004-2013) From MP3 uploads by the great Robin Williams to Adam Carolla’s marketing test runs, we explore the DIY spirit that launched a media movement. Featuring Ira Glass, Adam Carolla, Leo Laporte, and more. Episode 2: The Explosion – Mainstream and the Pod-Demic (2014-2022) Serial broke podcasting wide open—and brands, platforms, and creators flooded in. Then came the COVID boom, and eventually, a sobering correction. Featuring  Bryan Barletta, Pete Birsinger, the Meiselas brothers, and more. Episode 3: The Crossroads – Identity Crisis and the Future (2023-Present) With the rise of video podcasts and closed platforms, the power has shifted. Can we protect the creator-led, listener-first DNA of podcasting while embracing growth? Featuring Guy Raz, James Cridland, Dan Franks, AJ Feliciano, and more. Watch Here Listen Here: Spotify Listen Here: Apple Help Shape the Future We’re not here to gatekeep—we’re here to rally. Podcasting has always thrived when creators, platforms, and advertisers build together. So we’re inviting YouTube, Spotify, Apple, and others to help create a shared definition, an open attribution framework, and a future where the medium remains open, inclusive, and built to last. Sign the Petition Here Podcasting has never been just another media channel. It’s personal. It’s powerful. And it’s ours to protect. “This is what made podcasts special. And this is what we must preserve—lest we find ourselves defined out of existence.” Dan Granger (CEO, Oxford Road)

The world’s only podcast solely dedicated to audio ads is back! Brought to you by this week’s sponsor, Claritas, we give you Ad Infinitum Season 3, Episode 2 – “Stay Safe in Sound.” Host Stew Redwine (VP, Creative Services, Oxford Road) welcomes journalist Suzanne Rico to talk about her deeply personal, fascinating podcast The Man Who Calculated Death. Suzanne did the hard work of reconciling with her grandfather Robert Lusser’s dark legacy as a Nazi scientist, then had to find a way to sell her show to networks and advertisers. Suzanne and Stew dive into why difficult subject matter done well is well worth supporting. And no episode of Ad Infinitum is complete with an ad break-down. This week, Stew and Suzanne check out winners and losers from BetterHelp, Amazon Pharmacy, Rocket Money, and Ritual. Let’s dig in. “Clarity has a cleverness all of its own.” Stew Redwine (VP, Creative Services, Oxford Road) Context over Keywords – Just looking at keywords can make worthy shows look incredibly brand unsafe. That’s why it pays to go deeper than the transcript. For CAOs if you’re interested in supporting a history show, listen to the episodes. Talk to the creators. Read the reviews. Try Seekr’s Civility Score. Is it less efficient? Absolutely. But you’ll have a much stronger understanding of the show and have forged a deeper connection with the host. That’s ultimately what powers the magic of audio. Say Less – One issue Stew and Suzanne had with the Rocket Money ad? Too. Many. Words. CAOs, if you give hosts a packed page of copy points, they might just read all of them. Pick your most important points and leave some white space for hosts to bring their own experience to the read. Simplicity, Simplicity – On the other side of headphones, Ritual came in with an incredibly straightforward and effective ad. Why? Stripped-down audio elements. Strong, clear language. And an engaging but understated performance. As Stew said, “Clarity has a cleverness all of its own.” By sharing her stories, Suzanne shows off audio’s power to bring us closer together. To feel that power first-hand, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Criminally Good True Crime Podcast Network: True Native / Monthly Downloads: 300k / Current Civility Score: 98, HIGH While there’s many new podcast releases to celebrate, this week we’re showcasing two tried and true high performers. We start in the fertile True Crime genre, where many of today’s largest DR brands continually see performance. Crimehub: A True Crime Podcast is an offshoot of Dr. NoSleep creator Jason Pacheco’s  wildly popular Scary Horror Stories by Dr. NoSleep. Though the content is factual not fictional, Pacheco gives the same intense production value to both of his podcasts, making for an unsettling and yet weirdly soothing listening experience. Those who feel right at home in the world of true crime have often lauded Dr. NoSleep as a preferred listening option at bedtime, or when they just want to relax. Though it seems unlikely, this opportunity’s host falls under the oft coveted “comfort creator” moniker, and the show’s longtime sponsors clearly reflect that. Sometimes crime pays, and you can too with the link below. Get The Deal Work Smarter, Not Harder Network: Podtrac / Monthly Downloads: 9k / Current Civility Score:  100, HIGH The word productivity is tossed around corporate spaces willy-nilly, but you don’t often hear about the people who make it their career. Thanh Pham and Brooks Duncan have done just that, bringing their tips and tricks to you weekly on their podcast, The Productivity Show. This interview based opportunity runs the gamut from professional development to self-improvement, even touching on topics of mental health and agility. The show covers modern technological roadblocks in AI and social media, but also provides coping strategies to retain energy levels, stay on task, and be accountable for all stakeholders. Listeners often tout the podcast as being motivational in their personal lives as well. This has been a longtime high performer for many advertisers, especially those looking to reach business leaders, entrepreneurs, decision makers, and lifelong learners. Time is money, and we aim to help you spend it wisely. Interested? See below for more. Get The Deal In Case You Missed It The Infinite Dial Part 1 Edison Research presented their The Infinite Dial 2025 report last week, and there were a number of highlights to take in. Online Audio Consumption at Record Highs: 79% of Americans (228M) listen to online audio monthly, an all-time high; Spotify leads in online audio usage, followed by YouTube Music and Pandora; Weekly online audio listeners total 210M Americans (73% of the population). Podcast Continues to Grow: 48% of Americans consume podcasts monthly, increasing to 55% (158M) when video podcasts are included. In-Car Audio Trends Shifting Toward Digital: AM/FM radio remains the most used in-car audio source, but online audio and podcasts are gaining ground. Apple CarPlay and Android Auto usage is increasing, making streaming audio more accessible in vehicles. CAOs, the shift is real: digital audio is a mass medium, and podcasts are mainstream. Read More The Infinite Dial Part 2 The Infinite Dial 2025 through the lens of radio key insights includes the importance of multi-platform presence with content accessibility for smart speakers, mobile apps, and online platforms. Younger listeners are shifting from traditional radio to online audio and podcasts, especially via YouTube. Recommendations for radio stations include embracing mobility, creating enriched apps, incorporating video into content, and cross-promoting across all platforms to expand reach and compete with emerging media. Another story on The Infinite Dial? Yes—but this one offers a fresh perspective on how radio can evolve with changing listener habits. If publishers take this advice to heart, it could help keep the medium relevant and valuable for marketers. Read More Podscribe Sets a New Standard in Attribution Podscribe’s new Fairing integration combines pixel, promo and post-purchase survey data into one dashboard, eliminating manual data reconciliation. AI-powered auto-matching links survey responses to campaigns, providing a clearer picture of which shows drive conversions. This integration allows brands to validate campaign impact, identify trends faster and reduce manual work. Users can view, download and verify matched responses easily. The feature is included for all Podscribe attribution clients at no extra cost, offering a more accurate and comprehensive understanding of campaign performance without additional effort. CAOs, digital audio is growing fast—and so are the ways to measure its impact. Here at Oxford Road we’ve been using multiple methods to evaluate performance for years. However, for advertisers not working with an agency that takes performance seriously, this is a big step forward to prove your audio investments are delivering real results. Read More #SaveTheLiveReads Thuma For Your Rooma Elevating your home with Thuma’s new design collection has never sounded so sexy, thanks to  Sharleen Joynt and hubby Andy Levine on their Dear Shandy podcast. The love birds deliver an ecstatic substantiation, starting with a jazzy little singing intro hook. Incorporating enthusiastic banter about the exquisite Japanese craftsmanship, the couple shares their love for Thuma’s aesthetics and simplistic modern chic design. Sharleen and Andy deliver further details about Thuma with genuine excitement throughout their read. This lively, powerful duo is an excellent match for Thuma, as furnishing a home together enables them to offer a thoughtful, collaborative endorsement for this brand. Listen Here Contact us for a Consultation  In the dynamic world of marketing, truly understanding your campaign’s impact across multiple channels has been a challenge—until now. Claritas is excited to introduce our groundbreaking Multi-Touch Cross-Channel Attribution solution, designed to revolutionize how you measure and optimize your marketing efforts. This innovative, AI-driven approach is the first true multi-touch cross-channel attribution methodology in the industry. It empowers marketers like you by providing an even playing field to assess the effectiveness of your media investments. Imagine accurately measuring which channels drive consumer engagement most effectively across their journey, enhancing your ROI dramatically. Precise ROI measurement: Gain unparalleled insights into which channels drive results. Optimize spend: Potential to save over $50 billion in advertising spend industry-wide. Data-driven decisions: Make informed choices based on accurate, comprehensive attribution. Interested in learning more, schedule a demo today! OXFORd In The News Still Planning Your “Evolutions” Schedule? There’s so much happening at next week’s Evolutions, planning your schedule can be daunting. If you’re still mapping out which panels and speakers you want to attend, below is a list of Oxford Road speakers and panelists you won’t want to miss. Just enter the panel title below into the Interactive Schedule to help guide you: If you still haven’t yet secured your place at this year’s event, there are still tickets and passes available, but you have to move quickly. The event kicks off March 31st at the Hyatt Regency McCormick Place in Chicago! We’ll see you there. Read More 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!

The Media Roundtable is back with our very special Podcasthon episode supporting the Koala Corps. Plus, a blockbuster industry edition with a round-up of last week’s biggest audio industry moves. Fearless host James Ingrassia, (EVP of Client Services, Oxford Road) welcomes fellow audio all-stars: James Cridland, (Editor, Podnews and Podcast Business Journal) Neal Lucey, (EVP of Strategy & Product, Oxford Road) Spencer Semonson, (Media Supervisor, Oxford Road) Courtney O’Connor, (Director of Podcast Media, Oxford Road) The team is talking: Podcasting for Good, YouTube Lite, Wondery’s FAST moves, Tariffs vs Ad Budgets, and more. Let’s jump in. “ If you cut your advertising, fewer people will buy your stuff.” James Cridland, (Editor, Podnews and Podcast Business Journal) 1500+ Podcasts for Good – This week’s MRT is part of the 3rd annual Podcasthon, where shows dedicate an episode to charitable causes. Our incredibly worthy cause? The Koala Corps, which trains and provides volunteer cuddlers to hold the babies in need at Children’s Hospital of Los Angeles. Over the years, Koala Corps has helped nurture hundreds of babies, making a lasting difference to so many lives. Oxford Road has been supporting The Koala Corps mission for several years now, and it’s truly one of the most impactful and important things we do. If you’d like to be a part of this beautiful endeavor for the babies, please consider donating here. YouTube Premium Lite – YouTube’s testing a cheaper, ad-free subscription for just $8 for those who don’t want YT ads with their video podcasts but also don’t need YouTube’s music service. One interesting effect: baked-in live reads would still play, creating an unheard-of share of voice opportunity for some advertisers. Of course, as Lite also offers a 4x speed option, even those live reads will feel pretty short. Wondery Moves FAST – Wondery’s taking the opposite approach of YouTube Premium Lite to offer a free ad-supported streaming TV channel (FAST) on Amazon’s Prime Video Live TV. Wondery has a history of successful experimentation, being the first to move from podcast to TV with Dirty John. Also notable: Wondery’s pushing genre boundaries with animated visuals, as in Declassified Mysteries. Add in opportunities for product placement and takeovers,and you have a lot of ad levers to pull. We’ll see which ones pay off. Tariff-Proof Ad Budgets? – An IAB survey shows 94% of U.S. advertising decision-makers are concerned about the impact of tariffs on ad spending (per Podcast News Daily’s reporting). Ad budget cuts would vary though. Traditional media is expected to see the biggest cuts, while digital audio, including podcast ads, is better positioned, with only 16% of buyers predicting a reduction. In times of uncertainty, marketers rely on proven performance channels – and that’s absolutely audio. For insights into the cutting edge of audio you won’t find anywhere else, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds She Won’t Leave You Hanging Network: Spotify / Monthly Downloads:  TBD To be considered a Comedy Icon, you need a history of unforgettable monumental projects. Amy Poehler has too many to count: SNL, a sitcom, movies, and now a podcast from Spotify. In this new buzz-worthy contribution to the audio world, Poehler sits down each week with equally amazing guests to catch up, get down, and simply hang out. The first episode of Good Hang with Amy Poehler has already gained massive traction through social posts and continues to prove, yet again, how easy it can be to laugh along with Amy and friends. Poehler has already built her brand identity as an empathetic, mental health-minded influencer, and those looking to advertise on this opportunity will find like-minded listeners. For now, this show is only available for large sponsorships. However, advertisers looking for larger swings are encouraged to keep this in mind for future testing. For a good hang, just click below. Get The Deal The Rest is Women’s History Network: QCode Media / Monthly Downloads: 38k / Current Civility Score: 97, HIGH March is Women’s History Month, and what better way to celebrate than with a high performer that covers nothing but that very thing. Hosts Beckett Graham and Susan Vollenweider helm this long-running favorite, The History Chicks: A Women’s History Podcast. Subjects in their discourse include notables from varietal realms of interest around the globe. Joséphine de Beauharnais, Wangarĩ Maathai, and Gertrude Ederle have been featured in recent episodes. Though the content is deeply researched and expertly delivered, the production never feels dry or straightforward. More often than not, Graham and Vollenweider contextually frame these oft-forgotten women in contemporary terms, providing bright, bubbly commentary for listener’s glee. This show obviously boasts a heavily skewed female audience, and its long-term DTC and B2B sponsors also indicate that reality. The History Chicks also boasts a lower ad load per episode.  Don’t rely on mystery when we have the history — buff up with the link below. Get The Deal In Case You Missed It Podcasting Meets the Law of Large Numbers The demographics of podcast listeners are evolving as the audience expands. While weekly podcast listeners have traditionally been more affluent, highly educated, and left-leaning, the political gap is narrowing. Other demographic changes in education and income are also emerging, according to Edison Podcast Metrics. CAOs, this is yet another sign that podcasting is truly a mainstream medium. As listenership grows, the average podcast listener more closely mirrors the total U.S. population. This is the Law of Large Numbers in action — when a medium scales, its audience naturally becomes more representative of the broader US population. Read More Leveraging Audio in Uncertain Times Brian Wieser of Madison and Wall has downgraded U.S. ad growth projections again, now estimating 3.6% growth in 2025, down from 4.5% in December 2024 and 5.3% in September 2024. He cites geopolitical uncertainty, trade policy volatility, and economic concerns under the new Trump Administration. Wieser expects slower long-term growth, predicting around 3.5% annually over the next few years. CAOs, in times of economic uncertainty, it’s worth remembering that audio remains a powerful, cost-effective medium. Podcasts drive performance while building brand metrics, streaming delivers performance efficiently, and radio provides mass, efficient reach. Read More Parlez-vous Français The ACPM X CSA study provides a comprehensive look at podcast consumption in France, highlighting its growing presence in the media landscape. Awareness is high, with 94% of French people familiar with podcasts, and two out of five listening to podcasts — mainly young, urban, and affluent audiences. Monetization is promising, as most listeners favor free content with ads, over paid subscriptions. With a steady influx of new listeners, podcasting in France continues to expand and evolve. For marketers interested in using podcasts to reach French consumers, this research is worth reading. Just one nugget — radio replays are still more popular than native content. Read More #SaveTheLiveReads Hanks A Lot Emily Hot gossip, beauty trends, and more — She’s Speaking with Emily Hanks tops this week’s #STLR. Raving about her latest obsession with Cindy Crawford’s luxurious Meaningful Beauty skincare line, well-informed Emily substantiates her positive experience with Meaningful Beauty’s deluxe kit of skin cleansers, serums and creams. Emily’s personal testimonial elaborates on MB’s groundbreaking formula, derived from the south of France, as she delivers the alluring details for her devoted female tribe. Her soothing, elegant, informative tone pairs well with this brand. She also presents trustworthy statistics, further backing her endorsement of this popular skincare line. Who needs a fountain of youth when the secret to glowing, age-defying skin lies in the hands of Cindy Crawford, Dr Sebagh… and of course, Emily Hanks. Listen Here Contact us for a Consultation  OXFORd In The News Our Adweek Article Picked Up by CNN and Sounds Profitable Last week, Adweek published Dan Granger, CEO of Oxford Road’s article about ​the convergence of podcasting and social media influencers as video podcasting gains prominence — blurring the lines between audio content and social media platforms. Dan notes this shift challenges creators and marketers to adapt, balancing the depth of traditional audio podcasts with the rapid engagement of short-form video content. Since publication, both CNN and Sounds Profitable have also now shared the article. If you haven’t read the piece yet, and you’re running a podcast campaign — it’s well worth six minutes of your time. Read More What is a Podcast? The World May Never Know It’s been a busy week for Dan Granger, CEO of Oxford Road, also featured in Bloomberg’s Ashley Carman “Soundbite” newsletter, discussing how to better define “Podcast.” Dan’s take? All the ambiguity around a working definition creates uncertainty with brands and makes it harder for them to make appropriate budget allocations by channel, as video-influencer channels bleed over with podcasting without some method of distinction. Other industry leaders like: A.J. Feliciano, General Manager of The Roost Network, Craig Jordan, EVP of Podcasts at Studio71, Max Cutler, Founder of Pave Studios, and Jemma Rose Brown, General Manager of the Signal Awards, all weighed in on podcast definitions. Yet, there’s still ambiguity, which Ashley Carman points out is a bigger challenge than it may seem at first glance. This lack of a clear definition for podcasts impacts advertising budgets and revenue allocation, potentially impacting traditional podcasters who’ve built their careers in audio. Read More Evolutions 2025 Update Last week, we shared the event schedule and speaker list for Podcast Movement’s Evolutions 2025, happening later this month–and it gets even better! Along with appearances by Dan Granger, Conor Doyle, Courtney O’Connor, Jarrod Klawinsky, Maggie Beyer, Spencer Semonson, and Stew Redwine, we now have additional Oxford Road speakers with panels you won’t want to miss: Bart Roselli, Miranda Romano, and Hilary Shafer have been announced as panelists invited to discuss ‘the current state and future of media.’ CAOs, you won’t want to miss this year’s event. It’s not too late—tickets are still available for purchase HERE. Read More 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!

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 3, Episode 1 – “Audio is for the Children.” Host Stew Redwine (VP, Creative Services, Oxford Road) welcomes Deborah Goldstein (Executive Producer, Head Writer, Host of Gen-Z Media’s hit show “The Big Fib”) and Jeremy Westphal (Director of Partnerships, Advertising Strategy & Creative Services, Gen-Z Media). GZM has mastered the art of crafting immersive, award-winning fiction podcasts for children and families with shows like: Six Minutes, The Unexplainable Disappearance of Mars Patel, and of course, The Big Fib. Together, the team is talking—Work That’s Worth It, 7 Magic Words, and Thinking of the Children, while breaking down ads from BetterHelp, Mint Mobile, Amazon, and yep, Gen-Z Media. “We’ve got these incredible audiences that span ages and that trust us.” Deborah Goldstein (Executive Producer, Head Writer, Host of “The Big Fib”) 7 Magic Words – “I use this and you should too.” Nothing is more powerful than these 7 words when they’re earned. Chief Audio Officers, make sure you’re partnering with hosts and producers who will go the extra mile (like Deborah and Jeremy) to actually try your product or services so they can deliver an honest, ringing personal endorsement. Work That’s Worth It – Audio is inherently inefficient to start… then wildly effective. One moment of work that was worth the effort: when creating an ad for GZM’s listener surveys, Jeremy tracked down every listener survey ad he could find. Next, he incorporated the elements that moved him to act. CAOs, remember, whatever you’re trying to do, someone’s likely tried it too. Check the audio, see how they did, and learn from their efforts. Won’t Someone Think of the Children (and Parents)? – You’d be hard-pressed to find anyone who cares about their audience as much as Deborah and Jeremy. That means extreme vetting of advertisers to maintain strict brand safety. Plus, doing audience surveys to understand the co-listening environment and interests. Don’t sleep on Kids & Family. Parents remember when you sponsor a show their kids love because you’re supporting their children. For a fresh insight into a vital genre, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds YouTube OGs Connect to the Internet’s Gen Z Network: ZATV Podcast Network / Monthly Downloads: 25k Inconceivable to most of us, but definitely true for Gen Z, YouTube has defined eras. The Fine Bros joined the platform in 2010, and though their content has evolved continuously over the years, React Media remains their home base. ReactCAST is their flagship podcast, showcasing all the best content YouTube youth has come to covet: stories from Reddit, mukbangs, Y2K fashion, pop culture, and constant goofy vibes. Though the Fines started their channel working with kids, this absurdist good-time ride is now for the grown-ups those kids have become. If you’re trying to reach Millennials in the Comedy genre, this is a great option for Q2 testing now that it’s represented by the newly formed ZATV Podcast Network. If you’re looking to reach internet-focused professionals who turn to convenience time and again, this is highly recommended. If your immediate reaction is to test into this classified, click below. Get The Deal Don’t Scare All The Fish Away Network: YMH Studios  / Monthly Downloads: 80k / Current Civility Score: 66, MEDIUM Simulcast Comedy options have seen fervent scrutiny in recent years, due to their alignment with the 2024 election and their boundless reach for male listeners. David Lucas is a longtime touring comedian who has worked with well-known personalities like Joe Rogan, Brendan Schaub, Tony Hinchcliffe, and Bert Kreisher. In his unorthodox podcast from YMH Studios, Lucas and his guests spend each episode actually fishing, conversing, and riffing on the state of the world and the little incongruities that make it that much more interesting. Whether talking about the landscape of stand-up comedy or how he sees the world at large, Lucas is always relatable and open, making for great conversations outside of his usual box. For those seeking a demo of internet-focused young men, this is a perfect opportunity for consideration. Be the biggest fish in the smallest pond by reeling in the link below. Get The Deal In Case You Missed It It’s YouTube’s World, We Now Live In It YouTube has surpassed one billion monthly podcast viewers. The platform attributes this growth to its investments in improving the podcast experience and integrating more podcasters into its revenue-sharing program. Video podcasts, such as Call Her Daddy, Club Shay Shay, New Heights, and the Lex Fridman Podcast have thrived on YT. YouTube now has plans to refine mid-roll ads starting May 12 to ensure they appear at natural break points. These changes aim to boost viewer retention and revenue. With 2.5B estimated monthly users worldwide, the 1B stat means 40% of YouTube’s audience engages with podcasts each month. However, since creators self-mark playlists as podcasts, there’s a lot of room for interpretation. More data would be helpful, but this reinforces what we already know—YouTube is the top platform for podcast consumption, and this should be factored in when planning and measuring a podcast campaign. Read More Podcasts: A Safe Bet In Turbulent Times The implementation of tariffs by President Trump to encourage business investments has caused unease among business leaders, and this concern could extend to the advertising industry. A survey by the Interactive Advertising Bureau (IAB) reveals that 94% of U.S. advertising decision-makers are concerned about the impact of tariffs on ad spending. While traditional media is expected to see the biggest cuts, digital audio, including podcast ads, is better positioned, with only 16% of buyers predicting reductions. Advertising budgets are expected to decline by 6% to 10%, with retail, consumer electronics, and media sectors most affected. When the economy sneezes, the advertising industry catches a cold. As marketers become more conservative with ad spending, protecting digital audio ad spend is a smart strategy—it’s a proven driver of performance. Read More More Challenges For Radio Audacy, a radio and podcast giant, has conducted yet another round of layoffs estimated around 100 employees, including radio hosts, program directors, and content producers. The move follows the departure of longtime CEO David Field in January and the company’s emergence from Chapter 11 bankruptcy. Cumulus Media faces potential NASDAQ delisting after failing to meet the $10 million stockholders’ equity requirement. Cumulus has until April 21st to submit a compliance plan or risk delisting. CEO Mary Berner cited economic challenges but highlighted digital revenue growth, which rose 5.3% to $154.2 million. These are challenging times for traditional radio, making this news from Audacy and Cumulus Media unsurprising. While the trend leans toward digital audio, that doesn’t mean radio should be left behind. It still accounts for the majority of listening and remains a crucial component of a well-rounded audio strategy. Read More: Audacy Read More: Cumulus Media #SaveTheLiveReads A Funny Feeling About Found (In A Good Way) ‘Managing business finances is a full-time job on top of your actual full-time job’ as Betsy Sodaro tells us on her podcast, A Funny Feeling. BUT! This well-known comedian and podcast host knows precisely how to set up her personal endorsement for the business banking platform Found, which changed her life! Betsy joyfully describes her relief in finding Found, just in time for tax season! The platform saves her precious time, enabling Betsy to chase the bigger and better things life has to offer. Her spunky, lively personality and unmistakable voice further compliment this week’s #STLR, as she highlights how small businesses reaped the benefits from having found… Found! Playing off our Oxford Road Creative Team’s uniquely crafted talking points for substantiation, Betsy flawlessly delivers this timely and memorable #STLR for Found. Listen Here Contact us for a Consultation  OXFORd In The News Evolutions 2025 – Full Schedule Announced Podcasters and advertisers nationwide will convene in Chicago for 2025 Evolutions by Podcast Movement later this month. This week, the event schedule and speaker list were announced. In addition to prominent names in the space like Will Ferrell, Marc Maron, and Terry Gross, our own Dan Granger, CEO of Oxford Road, will be featured as a keynote speaker to discuss “What’s a Podcast?” Other OR/V1 speakers at this year’s event include; Conor Doyle, Courtney O’Connor, Jarrod Klawinsky, Maggie Beyer, Spencer Semonson, and Stew Redwine. If you haven’t already purchased tickets to this year’s event, it’s not too late—tickets are still available HERE. Read More 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!

The Media Roundtable is back! This week, we’re following the money through the eyes of industry players and creators alike. Giles Martin (EVP, Strategy, Oxford Road) hosts fellow Agents of Influence Hilary Shafer (VP, Podcast and YouTube Influencer, Oxford Road), Bart Roselli (SVP Growth, Oxford Road), and James Ingrassia (EVP, Client Service, Oxford Road). The team is talking: Spotify’s Payouts, the True Crime Cruise, Indie Podcasters, and more. Let’s dive in. “You can’t get a more captive audience than an audience on a cruise.” – Giles Martin (EVP, Strategy, Oxford Road) Spotify’s Billions – Spotify’s taken heat for underpaying artists, but they’re pushing back, saying they’ve paid out $10 billion to rightsholders in 2024. If artists aren’t getting enough, Spotify argues that’s a contract issue. A few thoughts: 1. We’d love to see what that $10B number would be if you excluded the Taylors, Drakes, and The Weeknds. 2. Artists need to sustainably monetize their work. If not through streaming, creators must find other ways (merch, touring). All Aboard the True Crime Cruise ️ – Need more evidence of the power of audio? In 2026, Wondery and Sixthman are hosting a True Crime Cruise with top true crime podcast hosts, murder mystery events, and a crime-solving immersive theater. It’s a new part of the monetization cycle when cruises become profitable for podcasts. This also speaks to the deep and passionate connection listeners have with hosts, especially in the true crime genre. Will there be branding opportunities? We’ll be on the lookout for clues. (Professor Plum on the promenade deck). Indie Podcasters–Still Crushing It – A few major podcast publishers have consolidated power over the last few years and grabbed headlines. So where are the indie podcasters? Still here and thriving. The keys to success include flexibility and multiple revenue streams (Patreon, host ads, subscriptions). A tip for CAOs: Working with independent creators can give you a level of access and speed that’s hard to match, along with dedicated fans. For more insights into this week’s big money moves, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Those Are My Schemes, and These Are My Plans Network: PodcastOne / Monthly Downloads: 40k MTV reality shows were the cornerstone of the millennial teen years. They mirrored much of what makes good reality TV today, but they also featured stories from kids and a younger generation we didn’t often hear from. Catelynn Lowell and Tyler Baltierra were stars of the iconic series, Teen Mom, and they’re still together nearly two decades later. Unlike some teen moms on the show, Catelynn gave her child up for adoption, becoming an advocate and mouthpiece for adoptees. Now married with three children, the couple joins PodcastOne for a new weekly podcast. Though the twosome have been in the spotlight since their teen years, they express gratitude to now be able to give their own POV on life events and share how their lives have changed. Click below to Break It Down! Get The Deal We’re All Just Living In It Network: Audioboom / Monthly Downloads: 270k / Current Civility Score: 59, MEDIUM March is Greek Heritage Month! Perfect time to highlight one of the most visible Greek podcast hosts on the planet. Always lively, never tame Stavros Halkias hosts Stavvy’s World, a weekly podcast that often goes off the rails and out of this world. Halkias is joined by comedic friends for convos that sometimes get deep—usually devolving into tangential jokes. Recent episodes have included fellow podcast hosts Adam Ray and Kate Berlant, plus a crossover with Are You Garbage? If you peeped the civility score, you might have already guessed the content is anything but cordial, but for this devoted audience, that’s the allure. Many DR advertisers looking for a solid male skew audience have found great success testing into this opportunity, including those in the Gaming category. Click the link below for performance good enough to make you say, “Opa!” Get The Deal In Case You Missed It Podscribe’s Benchmark The Q4 2024 Podscribe Performance Benchmark report reveals insights on podcast advertising trends, including performance metrics and key findings. 68% of simulcast consumption occurs on YouTube, and episodic campaigns with video have grown 18%. Smaller podcasts are more cost-efficient, host-read ads drive 1.3x more conversions, and mid-roll ads perform best per impression. Longer ad reads, RON buys, and pixel-based tracking increase effectiveness. IPv6 measurement issues impact attribution accuracy. Watch the missed webinar here. Hot on the heels of Magellan AI‘s benchmark report comes this latest installment from Podscribe—and it’s a banger. CAOs, with these two reports, you’ve got the data you need to shape your podcast campaign planning. Read More Maximizing Your Audio Creative Wondercraft has launched “Remix,” an AI-powered tool that allows marketers to edit existing audio ads without original files. Remix enables precise voice content changes while preserving background music, eliminating the need for full re-recordings. It helps advertisers update promotions, refresh messaging, adapt ads for different platforms, and cut production costs. Co-founder Oskar Serrander highlights its role in making audio production more accessible. The majority of ad impact comes from the creative message. Wondercraft makes it easier for marketers to maximize that impact. Read More Behind the Nielsen’s Revised Ranking Hype Nielsen‘s January 2025 Portable People Meter rating’s survey shows AM/FM radio audience growth, especially during drive times and weekends, due to a revised 3-minute listening qualifier. Younger demographics saw the most growth. CAOs, keep in mind—these increases reflect a change in measurement, not a change in radio listenership. Read More #SaveTheLiveReads Like a Dating App for Finding Doctors Liars, cheaters, and con artists, beware—because trustworthy super sleuth podcast hosts Mackenzie Fultz P.I. and comedian Hanna Anderson of The Dating Detectives will find you! This dynamic diva detective duo knows how to spot the difference between the real deal and the fakes, making them excellent endorsers for this week’s #STLR, all about Zocdoc! Hanna delivers a lengthy but highly engaging personal testimonial and recommendation for all the doctors she found to be tried and true, thanks to Zocdoc. Both hosts then substantiate all the best that Zocdoc has to offer, highlighting its unique design–comparing it to a dating app for finding the perfect doctor. Even better, it turns out that Mackenzie was a frequent Zocdoc-er well before the show sponsorship. Plus, the unmistakably familiar sonic ending (that Oxford Road helped bring to fruition) seals the deal. The Dating Detectives and Zocdoc—it’s a match! Listen Here Contact us for a Consultation  OXFORd In The News Lights, Camera, Podcast? Podcasting is going visual, but as Dan Granger warns in a recent Variety article, the transition isn’t all upside. While video boosts engagement and monetization, it also raises costs and risks diluting content quality. To succeed, ensure video enhances—not distracts from—your brand. Plan strategically, stay authentic, and don’t rely too much on algorithms. Done right, video can elevate your podcast without losing its core appeal. Adapt wisely, and let your content shine—on or off camera! Read More 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!

The world’s only podcast solely dedicated to audio ads is back for a very special Season 2 finale! Presenting Ad Infinitum Season 2, Episode 14 – “The State of Sonic Branding.” Host Stew Redwine (VP, Creative Services, Oxford Road) and guest producer Jeanna Isham (Owner, Dreamr Productions) explore sonic branding’s evolution, impact, and future through conversations with a veritable who’s who of the audio world. They talk to everyone, from the inventors of beloved audio logos to audio alchemists helping shape the sonic strategies of blue-chip brands around the world, including: Joel Beckerman (CEO, Made Music Studio) Chelsea Campbell (Group Creative Director, SiriusXM) Lisa DeStefano (Former VP, The Home Depot) Colleen Fahey (US Managing Director, Sixième Son) Steve Keller (Sonic Strategy Director, SiriusXM) Jim Reekes (Architect of Apple‘s startup sound, VP Product Management & Marketing, Argon Systems) Joe Sauer (Consumer Behavior Researcher) Roger Sho Gehrmann (VP, Songtradr) Dallas Taylor (Host of Twenty Thousand Hertz podcast) Walter Werzowa (Creator of Intel‘s iconic five-note sequence) We’re talking Ancient Origins, Sonic Storytime, and Sonic Branding’s ROI. Let’s tune in. “ Sonic Branding is simply the expanded answer to the question, ‘Can they recognize your brand with their eyes closed?’ Let’s say it’s yes, then Sonic Branding expounds on that yes.” – Stew Redwine (VP, Creative Services, Oxford Road) Wired for Sound – Predator sounds. Battle horns. Street vendors. We have a long, rich history of using unique sounds and quickly identifying them. Sound is faster than sight, and it’s processed in exactly the same part of our brains as emotion and memory. In Stew’s words, “When we hear, we feel, and we remember. And the numbers back this up. 64% of listeners feel a stronger pull to brands with a cohesive Sonic identity.” The Stories Behind the Sounds – Why does Intel Inside sound so good? Why is McDonald’s “lovin’ it?” Why do our iPhone cameras go “click?” Each of these sonic tales is a brilliant and effective solution to a specific problem, best solved through sound. You’ll come away with some excellent back-pocket anecdotes, but we hope you’ll also ask yourself: What brand problems could I try solving with the right sound? The Numbers Don’t Lie – Sonic branding is essential for staying competitive in an increasingly audio-first world. Sonic branding delivers 7-8x better branded attention, which is huge when considering only 16% of advertising is correctly attributed. Plus, it drives response rates up by 30%. One Fortune 100 company declares it “the most leveraged item on their balance sheet.” To fall in love with sonic branding, tune into the full episode by clicking below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds We’ll Make It Better the Second Time Around Network: The Paragon Collective / Monthly Downloads:  20k As the rates of MBA enrollment for women rise again this year, we have also seen greater visibility for female podcasters in the Business genre. Shelby Church is a tech and lifestyle YouTuber whose content speaks directly to those who want to succeed but don’t know where to start. Though still quite young and located in pricey Los Angeles, Church has already bought her first home, has passive income, has invested heavily, and likes to review luxury items. Church’s video content has sleek production value, superb editing, and more stylized choices, but her newly relaunched podcast from The Paragon Collective is more personable and candid. She often interviews those in the finance, tech, real estate, and investing spaces, though she also touches on her personal life. Shelby’s content is also very goal-oriented, which means it’s a great option for self-improvement-minded Gen Z. Take a step forward, not back, by following the link below for more. Get The Deal Couldn’t Have Said it Better Myself Network: Trival Media / Monthly Downloads:  360k Nazanin Kavari is a modern-day it-girl: she’s a beauty and lifestyle influencer with 2.3m combined followers on Instagram and YouTube, three kids, and multiple successful brand deals. Her sister, Yasmin, is equally beautiful, focused, and driven, so it makes sense the twosome have started a new podcast. Though accessible through their social media endeavors, The Kavaris’ newest audio opportunity offers them a chance to give advice, be more open, and bond as only sisters can. They’re also OG beauty influencers, which means there’s a lot of tea to be spilled. The first several episodes have covered personal vulnerabilities and specific points of view on dating, female friendships, and money management. This is a great opportunity for those who want heavy video podcasts with a beauty angle and a strong female demo. Don’t let this get garbled by your sis in a game of telephone. Details are listed via the link below. Get The Deal In Case You Missed It Indie Podcast Spirit Alive and Well Independent podcasters are reshaping the industry, leveraging video to grow audiences and increase revenue. Ballen Studios, founded by MrBallen, prioritizes YouTube for visibility but earns most revenue through audio ads. Shawn Ryan, host of The Shawn Ryan Show, now a top show on Spotify, makes millions through ads and Patreon, demonstrating creator independence. Recho Omondi, host of The Cutting Room Floor, monetizes video through Patreon. Traditional podcast networks face competition from creators forming their own media companies, forcing adaptation in a rapidly evolving industry. Podcasting has consolidated, but the indie podcasting scene still thrives. This benefits marketers as more competition and investment opportunities arise. Read More The Straight Truth on Branded Podcasts The 2025 Branded Podcast Benchmark Report by Signal Hill Insights reveals that branded podcasts can positively impact brand perception, with 61% of listeners feeling more favorable towards a brand after listening. Success depends on delivering valuable and engaging content tailored to the specific audience. The report also explores effective strategies to optimize podcast performance. Key takeaway: Understand your audience’s needs and create content that meets them to achieve ROI. ’Nuff said Read More BBC Shifts Podcast Strategy The BBC is shifting its podcasts outside the UK to BBC.com and its app. This move aims to enhance engagement and provide a seamless user experience. Popular podcasts like Global News Podcast and World of Secrets will now be more accessible internationally. Additionally, this strategy supports advertising revenue growth by expanding monetization opportunities. The BBC’s trusted journalism attracts global audiences, with strong listenership in the US, Australia, Canada, Germany, and Japan. CAOs, if you advertise to international audiences—or are looking to—this news from the BBC is worth your attention. A quick look at podcast rankings in global markets shows just how valuable BBC content is for reaching your target audience. Read More #SaveTheLiveReads There’s Always Room for JLo… Beauty This week’s #STLR is totally relatable to many, as husband and wife hosts Jeff Schroeder and Jordan Lloyd of the Togethermess podcast set up an amazing hook for JLo Beauty. Starting off strong talking about that cringy practice of washing your face and body with the same product, soap, listeners can immediately embrace the quirky yet familiar practice of someone who perhaps lives under the same roof with them. This leads into an applaudable personally endorsed ad read, filled with thankful substantiation to have found That JLo Deluxe Kit, as this duo has high praise for their multitude of skincare products. This is an excellent example of how couples can create a superhero demonstration team. With the rise of duo social media trends and influencers who like to post their nighttime routines, sometimes including their partner, JLo Beauty scores with these two representatives, practicing what they preach. Listen Here Contact us for a Consultation  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!

The Media Roundtable Industry Edition is back! This week, we’re rounding up the biggest trending news stories in podcasting as Netflix, Fox, and YouTube all make moves that could reshape the industry. James Ingrassia (EVP of Client Service, Oxford Road) hosts fellow Oxford Road luminaries Neal Lucey (EVP of Strategy & Product), Spencer Semonson (Media Supervisor), and Kyle Jelinek (VP of Client Services). The team is talking: Fox’s Podcast Deal, YouTube’s Year of Discovery, Netflix’s interest in podcasts, and more. Let’s dig in. “If you’re a marketer, what you’re trying to do is evoke a memory, you’re evoking an emotion. And music is one of the most effective ways to do that.” – Neal Lucey (EVP of Strategy & Product, Oxford Road) Fox Bets on Podcasts – Fox is bringing some familiar faces back into the fold by acquiring Red Seat Ventures. This includes former Fox News stars Tucker Carlson, Megyn Kelly, and Bill O’Reilly. The move allows Fox to profit from these personalities without directly employing them, like a hedge reminiscent of when podcasting held great relevance during the 2024 election not so long ago—at the expense of traditional media. Now Streaming on Netflix… Podcasts? – “Former DVD mail business” Netflix is reportedly interested in getting into the Podcast game. Here’s why it makes sense: lower production costs, a chance at ad revenue, and because TV is the YouTube platform’s primary viewing device in the US, so it’s a proven win. Time will tell if this involves the acquisition of a popular show or something totally original. Next Up: Discovery – YouTube has dominated podcast consumption without even trying. BIG question: What happens when they do try? YouTube CEO Neal Mohan says new features to aid podcast discovery are coming soon, along with an auto-dubbing feature for greater global reach. On our wishlist: RSS feeds to make it easier for creators to post videos (and yes, to help with host-read ad attribution too). For industry insights you won’t find anywhere else, tune into the full episode by clicking below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Big Things Come in Small Packages Network: Urban One / Monthly Downloads:  300k / Current Civility Score: 88, HIGH We’re already well into Black History Month, but it’s always a good time to test fresh podcast options. This week, we have two shows featuring Black American hosts produced by black-owned networks.Amanda Seales is now in the 7th season of her seminal podcast, no small feat in our industry. She’s been further propelled into the spotlight with her role on Issa Rae’s wildly popular TV show Insecure, and has built on that with a stand-up special and an upcoming book. Seales is a frank and forward voice with plenty of space for experts, icons, and underrepresented folks. The end result is an edu-tainment style podcast that broaches rare subject matter. This is a great opportunity for advertisers seeking look-alikes for their Commentary and Documentary high performers and for those looking to reach a large female audience. Take a BIG test of this small dose by engaging the link below. Get The Deal Reduce, Reset, Reclaim Network: Revolt / Monthly Downloads:  30k Self-improvement is a big umbrella encapsulating a broad spectrum of POVs. Sometimes listeners want to be stronger, faster, better, but in today’s cultural landscape, they’re more often than not looking to just rest. Ericka Nicole knows that struggle all too well as the CEO and founder of Silkenn, a skincare company focused on environmental defense. Though motivated by success, she faced the ramifications of hustle culture and continual burnout. In partnership with Revolt, she’s now hosting a weekly podcast designed to help self-starters learn to self-soothe. Packed with tips on meditation, time management, and radical candor, Nicole has created yet another ready-made space for those seeking peace of mind. This opportunity can work for many clients, whether you’re a B2B looking for motivated young professionals, or a DTC product wanting to attract women on the go. Begin your own reset by visiting the link below. Get The Deal In Case You Missed It Podscribe’s Movers and Shakers Podscribe has released its latest monthly rankers. Crime Junkie remained the #1 (audio) podcast, while SXM Media rose to #3 among publishers. The Mel Robbins Podcast entered the top 3, and Up First (NPR) reached #5, reflecting strong demand for self-improvement and news content. The Diary of a CEO climbed to #7 with over 13% growth in audio reach, while Cumulus Podcast Network surged to #9 with a 157% month-over-month increase. There is a plethora of information in Podscribe’s ranking reports. Much is available to non-subscribers of the Podscribe service. A couple of insights available: understanding the share of monthly impressions between audio and video; ad load by podcast and publisher. Remember, Oxford Road has found a relationship between ad load and performance. You can read all about it here. Read More Radio Still Reigns in UK Podcasts continue to grow in popularity, but radio remains a powerful and trusted medium, particularly for brand building and mass reach. While younger audiences favor podcasts, older generations still engage heavily with radio, making it essential for advertisers to align their media mix with their target demographics. Both mediums offer unique strengths—radio excels in emotional connection and trust, while podcasts provide highly engaged, niche audiences. Rather than choosing one over the other, marketers should consider how both can work together to maximize impact. This article which looks at UK audio listenership makes the case that radio and podcasts are complementary. We agree. Read More Let’s Get Personal? A new study by GumGum reveals that nearly half of North American consumers feel unfairly stereotyped by targeted ads, particularly those based on health and financial data. Consumers describe such ads as intrusive, frustrating, and even violating. Regulatory pressures, including GDPR and US state level privacy laws, are pushing advertisers away from identity-based targeting. Experts warn that missteps in personalized advertising can harm brand perception. CAOs, precise targeting can be a great tool when done well, but as this article points out, it comes with potential downsides. One key issue not discussed? Targeted ads rely on data that often sounds great in theory but is often imprecise in practice. Read More #SaveTheLiveReads The Coolest Toothbrush Ever! The name of the Brush Your Teeth game this week is quip! This ecstatic #STLR from The Filmcast podcast excellently substantiates the host’s love for the new quip 360 toothbrush with an ad oozing with personal endorsement praise. This longtime quip lover’s 4-minute demonstration establishes strong trust for the audience. It’s dynamic and even humorous, when discussing those squeaky clean teeth we all desire first thing in the morning. Better yet, sharing praise for the cool stylish design aspects of the quip 360 gives the host a sense of pride in his dental hygiene. This extensive testimonial, followed by simple, yet specific ad copy essentials, carefully constructed by the Oxford Road Creative Team, results in a well-delivered #STLR for our client. Listen Here Contact us for a Consultation  OXFORd In The News Here Comes the Video Boom! Have you checked out WARC’s Global Ad Trends Report yet? CAOs, take note of the great work Alex Brownsell is doing there. Podcasts have become a political powerhouse, playing a key role in shaping discourse. Yet, while podcast ad-spend still lags behind audio consumption, big brands have officially overtaken DTC as the top advertisers. Meanwhile, podcast publishers are betting on video as the next growth driver. The report addresses this looming video boom in podcasting. As Giles Martin, EVP of Strategy & Insights at Oxford Road, says: “2025 will be a pivotal year for the future of video podcasts.” Our team couldn’t agree more. What stands out to you? Let’s discuss. Read More 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!

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 13 – “One Amazon to Rule Them All” Stew Redwine (VP, Creative Services, Oxford Road) gathers an all-star panel to dissect Amazon’s multi-million dollar podcast advertising strategy. Joined by Amelia Coomber (CMO, Podscribe), Adam McNeil (SVP of Client Services, Adopter Media), Paul Riismandel (President, Signal Hill Insights), and Arielle Nissenblatt (Founder of EarBuds Podcast Collective and podcasting advocate), these ad Avengers dive deep into a slew of Amazon audio ads and they don’t pull any punches. Let’s jump in. “ It’s a group project where they each got a different part of the business, and they all try to jam it all together at the end, but none of it works together.” – Adam McNeil (SVP of Client Services, Adopter Media) Don’t Bury the Lede – Table stakes for any ad: you should know what it’s about. Within 5 seconds, the ad should tell you what the point is. Yep, there’s a little time for a fun intro, but if you can’t anchor the ad on one idea, in Paul’s words, “ you’ve lost me and now I’m swimming around.” Takeaway for our Chief Audio Officers: pick one thing to build an ad around and make it wildly clear. Go Beyond the Brief – For the ads that had a moment of clarity, the next pitfall is cleverness. So many times our experts heard a copy line ripped straight from the creative brief. CAOs: first know what you want to say, then figure out the best way to say it for audio. De-Silo Yourself – Whoever’s in charge of Whole Foods ads is different from Amazon Music and Amazon Prime. Your company probably doesn’t have as many silos, but odds are there’s a disconnect somewhere. Maybe between your brand and direct response ads? Or audio and digital? Look for ways to share learnings and align the strongest parts of your ads so your campaigns support each other. For do’s and don’ts that will instantly improve your audio ads, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Go Birds! Network: ALLCITY Network / Monthly Downloads: 15k / Current Civility Score: 98, HIGH Local podcasts’ most positive attributes are often best displayed in the sports genre. Though sports figures are apt to host huge, shiny opportunities, the entrenched fans live, breathe, sweat, and die by the words of local show hosts. Zach Berman,Bo Wulf, and Fran Duffy of the PHLY Eagles Podcast know this all too well. They’ve been counting down the Eagles’ inclusion in Super Bowl LIX all season long. The birds have been amassing strong seasons for several years now, a huge turnover from decades past. This, in turn, has motivated earnest, invested listeners to tune in weekly. Post Super Bowl LIX win, these hosts celebrated alongside their listeners, dissecting what was done right, and how the team can continue building on their latest sweet success. This is a strong, brand-safe, high-flying opportunity seeing true performance for male B2B advertisers primarily. Don’t go chasin’ waterfalls, just click the link below for the win… Get The Deal The Amateurs Got Cut From the Team Network: Locked On Podcast Network / Monthly Downloads: 10k / Current Civility Score: 100, HIGH The Kansas City Chiefs have been the subject of non-stop sports coverage for half a decade. On top of that relevance, their tight end has been publicly dating the biggest pop star in the world for at least 18 months now. NFL analysts Ryan Tracy and Chris Clark are the hosts of Locked On Chiefs, a year-round podcast that covers all this and more! Coming off Sunday’s Super Loss, there was much to rehash and contextualize. Looking ahead to what comes next, there are key questions about the team’s structure, what will be prioritized in the coming months, and how next season will shape up. The emotional investment these hosts contribute to their team’s outcome, mitigates surface-level observations in favor of deep analysis. This is a great opportunity for male skew DTC brands looking for small, efficient testing in the off-season. If your chief concern is performance, make contact with the link below for more. Get The Deal In Case You Missed It Kendrick Lamar’s Super Sunday Kendrick Lamar’s Super Bowl LIX halftime show became the most-watched in history, drawing 133.5 million viewers and surpassing Michael Jackson’s 1993 record. Special guests like Samuel L. Jackson, SZA, and Serena Williams added to the spectacle. While the stage production was minimal, powerful choreography and imagery, such as dancers forming a split American flag during “Humble,” made a strong impact. Lamar’s Super Bowl performance is a good reminder of music’s ability to make a statement and provoke an emotional response. For marketers, this reinforces the importance of music—not just as a complement to ad messaging but as an integral part of storytelling that enhances impact and resonance. Read More Netflix Considers Video Podcasts Netflix is exploring video podcasts, signaling a shift toward creator-driven content. With YouTube dominating podcast consumption on TVs, Netflix is reconsidering its past skepticism. The appeal lies in lower production costs, built-in audiences, and ad revenue potential. We thought we’d take a break from discussing video podcasts this week, but here we are–again. The article mentions that podcasts are essentially the new ‘TV talk shows,’ but we believe they’re more than that—talk shows are just one piece of the podcasting landscape. Netflix’s potential entry into the space is both a testament to podcasting’s cultural significance and a sign of its continued evolution. Read More There’s More to Podcasts Than Just The Ads Podcast has evolved with more Fortune 500 brands integrating it into broader media plans. Acast saw a 46% increase in multichannel campaigns, expanding its strategies across video, social media, and live events. Advertisers leverage podcasting’s engagement and trust while pairing it with social media, video, and retail. Successful campaigns from brands like Dove and Maker’s Mark highlight this approach. CAOs, you can certainly achieve success advertising your products through traditional podcast ad buys. However, there’s a significant opportunity to forge a deeper connection with your target consumers by leveraging more integrated strategies, including events, video, and social media. Side note: it’s always good to aim for coordinated messaging and consistency across platforms. Read More #SaveTheLiveReads Learnin’ About EarnIn! Mano Agapion gives EarnIn some extra TLC on his Drag Her! A RuPaul’s Drag Race Podcast! Mano’s flair for the dramatic fills this week’s #STLR with sassy, witty, charming embellishments as he hooks his listeners with a truly relatable set up about bi-weekly paychecks. Special guest Oscar Montoya sprinkles in a bit of cheeky banter encouraging Mano to describe how EarnIn works and how to reap exciting benefits from their financial services platform. While this live read isn’t a specific personal testimonial endorsement, it’s a strong example of how a host can still deliver in a way the audience will remember. Sometimes a great ad is based on the hope and promise of what a product or service can bring—And that’s exactly what Mano and Oscar deliver for EarnIn. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back with some award-winning podcasting starpower, resurfacing from July’s 2nd Annual CAO Summit. Dan Granger (CEO, Oxford Road) sat down for a fireside chat with Paul Scheer, award-winning actor (The League, Black Monday, Veep, Fresh Off the Boat) and host of How Did This Get Made? (back-to-back Ambie winner for Best Comedy Podcast), courtesy of SiriusXM. Together they talked long-time fan bases, restrictive ad copy, and how the comedy genre isn’t what you think it is. Let’s dig in. “The benefit with podcasting is you have this very symbiotic relationship with the ads and the host… so you actually look forward to the ads as a piece of content in the episode.” – Paul Scheer (Host, How Did This Get Made?) Long-Time Fans – Paul’s been recording How Did This Get Made? for 15 years. He’s built up a huge bank of trust with his fans over that time. When you’re considering hosts, it’s not just about the impressions and CPMs. It’s about that intimate relationship that takes untold hours and years to build. Don’t Say This – For one brand, Paul had 2 pages of “don’ts” for a 30-second read. CAOs, if you want to get the most from a host, it helps to give them a prompt that’ll inspire and let them cook. You’ve hired someone who is the absolute best at coming up with words and delivering them in a compelling way. You won’t make it better by fitting them into a box. Comedy is Everything – Some strict brand safety approaches will cut off comedy for fear of backlash, but that’s unnecessary. Whatever your interest is, there’s a comedy-forward version of it, and odds are, it’s wildly engaging with a dedicated fan base. In other words, exactly the kinds of hosts and audiences you want to connect with. (Also, another plug for Seekr’s Civility Score and its approach to brand safety instead of broad genre blocks.) To spend time with a veteran podcaster at the top of his game, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds The Melting Pot Makes Room for One More Network: Immigrantly Media / Monthly Downloads: 35k / Current Civility Score: 99, HIGH America is a nation of immigrant cultures, and though we can find ways to connect to one another, we struggle to do so. Saadia Khan is working to bridge that gap by hosting the flagship Immigrantly Media podcast, a weekly cross-cultural conversation that unearths ingredients in our shared melting pot. Folks of all backgrounds, religions, castes, and creeds have been interviewed for this landmark documentary-style show. Though there’s high production value and a strong educational bent, the episodes are always housed around deeply personal stories about love, loss, and the pursuit of happiness. The topics and cultures covered are also quite diverse, making each episode a unique listening experience. This is a great option for those looking to reach Gen Z women who are lifelong learners, educators, and world travelers, with a focus on community. Come together by clicking the link below. Get The Deal Truth Be Told, Truth Be Listened To Network: Wizard Studios / Monthly Downloads: 20k Although we’ve entered the second month of 2025, New Year’s resolutions remain dormant for many. Luckily, we have an audio opportunity fit for anyone looking to jump-start their motivation. UK life coach, therapist, and author Michelle Elman has spent a decade bringing proactive therapy to a wide demo of engaged followers. Having already built an impressive bibliography, Elman has now entered the realm of TV and radio appearances, partnering with Wizard Studios for a fresh opportunity. The crowned “Queen of Boundaries” spends her episodes covering relevant women’s topics like body image, sobriety, anger, and relationships. Elman has been highly sought after for social campaigns in the past, and she’s already a top performer in podcasts for many female skew DTC and B2B brands seeking non-US options. Can you keep a secret? Me neither—there’s more information via the link below. Sshhh. Get The Deal In Case You Missed It How Gen Z & Millennials Are Reshaping Audio Nielsen‘s 2024 Quarterly Audio Report has been released, including data from Edison Research. Audio accounted for nearly 20% of Americans’ daily media time, averaging 3 hours and 54 minutes per day across radio, podcasts, streaming, and satellite radio. Ad-supported audio dominated, with radio capturing 67% of listening time, followed by podcasts (18%), streaming (12%), and satellite radio (3%). For ages 18-34, podcasts account for nearly a third of all time spent listening to ad-supported audio. CAOs, radio has long dominated ad-supported radio. However, change might be coming. While radio still leads overall, podcasts (32%) and streaming (20%) now capture the majority of ad-supported listening among 18-34s. Read More AM Radio’s Fate Lies in Congress The AM Radio for Every Vehicle Act is now eligible for a full Senate vote one week after its reintroduction and is also making headway in the House of Representatives. The bill, which mandates the inclusion of AM radio in vehicles as a safety feature, quickly passed the Senate Commerce Committee, aided by bipartisan support from over 40 senators. The legislation had stalled in 2023 but is gaining momentum under new Senate leadership. Ideally, the demand for including AM radio in cars would be driven by consumer interest rather than by its role in emergency communication. It raises concerns about the future of AM radio if its continued relevance depends on an act of Congress. Read More Podcast Study Overlooks Streaming Audio? A recent survey by RSS.com reveals that the average American spends over three hours on personal phone use during the workday, with 30 minutes dedicated to podcasts. In Texas, that number jumps to 59 minutes. But it’s hard to take research like this seriously when it overlooks streaming audio—especially considering Spotify ranks as the #6 app used at work. It’s unlikely all of that Spotify time is solely for podcasts. CAOs, remember that marketplace research can be self-serving and may not always provide the full picture. Read More #SaveTheLiveReads I’ve Had It Gets Shopified Hosts Jennifer Welch and Angie “Pumps” Sullivan from the I’ve Had It podcast are at the top of our #STLR charts this week, sharing their seller’s success with Shopify! These Bravo celebs know how to reel in an audience, and nothing speaks louder than their ability to substantiate their personal experience with Shopify for their merch store. Their energy is genuine and confident, empowering listeners eager to start their own seller’s journey. The success of this live read comes from its sincerity and simplicity. There’s power behind two strong female voices demonstrating success, with the business numbers to back it up. If you are looking for engagement like this on your audio campaigns – reach out for a free consultation. Listen Here Contact us for a Consultation  OXFORd In The News We truly value when the trade publications we respect and often reference in this newsletter recognize our efforts in their channels. This is why we were excited to see Podnews highlight the season 2 finale of Ad Infinitum, which delved into Sonic Branding. In case you missed it, Oxford Road’s Stew Redwine, VP of Creative Services, along with guest producer Jeanna Isham from Dreamr Productions, discussed how sonic branding can boost both brand recognition and ROI. From Intel‘s iconic mnemonic to Mastercard‘s unique sonic ecosystem, listeners discover that sound is not merely an asset – it’s a strategic imperative transforming how brands connect with consumers at every interaction. For CAOs who didn’t catch the episode when it launched at the end of last year, now is an ideal opportunity to revisit it. Read More 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!

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 12 – “A.I. Loves Everybody” Stew Redwine (VP, Creative, Oxford Road) explores the cutting-edge world of AI-driven audio advertising with Dave “Chachi” Denes (President, Benztown and host of Chachi Loves Everybody) and Masa Patterson (VP of Operations, Benztown). The trio showcases a live demo of SPECai, a tool built to streamline audio ad creation. It generates scripts, selects music, and produces mixed spots–all in real time. We’re talking: Bridging the Imagination Gap, The Second Best Answer, Dull Ads, and more. Let’s jump in. “ It’s vital to me that we use AI to create better products, better audio, and hopefully get more people engaged both in podcasting and in radio with the power of audio.” – Dave “Chachi” Denes (President, Benztown and host of Chachi Loves Everybody). Bridging the Imagination Gap ️ – How do you get someone to feel the power of audio if they’ve never tried it? Leave less to the imagination. Chachi and Masa pitch clients with spec spots to create more “aha!” moments. Trying to unlock audio on a budget? You can play around with Spec AI to show stakeholders what’s possible. The Second Best Answer – As Chachi and Masa’s mentor used to say, “‘No’ is the second best answer.” SPECai helps show clients what they want, but it also shows clients what they don’t want. You can use SPECai’s quick creation process to find your creative North Star fast. It’s more a compass than a destination, fueling the creative process on the way to “yes.” Don’t Be Dull – In Stew’s words, a lot of advertising is dull (Westwood One’s Pierre Bouvard seems to agree), so a lot of Generative AI helps us get dull faster. Unless you get intentional. Because SPECai takes hours of effort and condenses it to minutes, you have a license to be wildly creative without risk. Not sure which direction to take your ad? Doesn’t matter, just go far and react to it. Judge your proof of concepts and give your winning prototype the full production value it deserves. To catch a spark of creativity (and learn how to start playing around with SPECai), tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Double Double, Boil and Trouble Network: Southern California Public Radio / Monthly Downloads: 10k Some new podcast releases often take time to simmer, but this LA Times release is already at a piping boil. The first in a bold new slate of shows premiering this year, Boiling Point is a groundbreaking journalistic endeavor that frames climate change through a California lens. The first episode aptly tackles the recent wildfires that have devastated multiple communities in the Los Angeles area. It’s both a dissection of what went wrong, and for residents, what is yet to come. Host Sammy Roth spends each episode walking through the impact of every political, social, and economic choice that affects the ‘climate crisis.’ For those already familiar with this network’s slate of opportunities, it’s no surprise this is a great test for those targeting highly educated lifelong learners with an interest in science. Turn down the heat and cool off by clicking the link below. Get The Deal Hygge Feels, but a Hilarious Deal Network: Audioboom / Monthly Downloads: 43k A podcast hosted by a comfort creator is a diamond in the rough. A podcast hosted by multiple comfort creators is an entire mine. This is the case for Audioboom’s recently onboarded Comfort Level Podcast. Primarily hosted by Madi Smith, Brandon Gaines, and Sam Adams, discussions include everything from personal style, to video games, to Reddit and so much more. Oftentimes, the trio shares the web’s funniest, most off-the-wall true stories, giving their two cents when appropriate, while LOL-ing along the way. These hosts know how to keep their show from getting stale, thanks to their frank banter and honest opinions, no matter how the conversations flow. Advertisers looking to reach a younger demo interested in Comedy, Society & Culture, and Gaming content, will find surefire success with a first test. Settle in and get comfy by clicking below for more. Get The Deal In Case You Missed It The Definitive Analysis of the Podcast Election Kamala Harris’s podcast strategy significantly underperformed compared to Donald Trump’s ahead of the 2024 election. Harris’s guest appearances on YouTube-distributed podcasts garnered 6.8 million views, while Trump’s amassed 113.6 million. Podcasters like Joe Rogan, Logan Paul, and Theo Von have become influential figures, rallying young men in support of Donald Trump. A Bloomberg analysis of over 2,000 videos from prominent YouTubers found that these hosts with their massive, predominantly male, audiences helped shift the political landscape, with many young men swinging heavily toward Trump in the 2024 election. Just when we thought we didn’t need another deep dive into the Podcast Election, Ashley Carman delivers two articles which will likely become the definitive analysis on the subject. For an analysis through the lens of performance advertisers, don’t forget to check out our whitepaper: The Untold Story of the Podcast Election. Read More: Trump Read More: Harris Radio Going Hyper-local? Hyper-localized messages through dynamic ad insertion and creative optimization may be coming soon to local radio. A new ruling by the Federal Communications Commission (FCC) at the end of 2024, which went into effect Jan. 13 of this year, allows radio broadcasters to split market-wide signals into localized zones, enabling hyper-localized messages. This innovation benefits small and regional advertisers by targeting specific audiences cost-effectively. One of the strengths of radio is local targeting. The ability to break this down to target by zones is a development worth keeping an eye on. Read More Podcasting: Bigger and Better According to Paul Riismandel of Signal Hill Insights, podcasting has obviously transformed over the past decade. In 2014, 15% of Americans (42 million) listened monthly; by 2024, this rose to 47% (142 million). Once dominated by public radio, podcasting now features diverse formats and creators, as seen in today’s varied top charts. While the audience is still somewhat affluent and educated, it now mirrors the general population more closely. With 3.4 times more listeners than in 2014, and multiple successful models, podcasting in 2025 is poised for continued growth and innovation. Riismandel does a great job explaining why the broader appeal of podcasting is a positive development. While there’s still plenty of opportunity to reach highly targeted audiences through niche podcasts, larger podcasts offer the chance to connect with broader, more diverse audiences. We see that as a win, win. Read More #SaveTheLiveReads Tecovas – A KNOCK OUT Winner! Eric Bischoff is a winner in and out of the ring—and this week, he deserves a championship belt for this #STLR Tecovas ad! Bischoff delivers an excellent example of how a host-read podcast ad should be approached—personal, engaging, and persuasive without feeling overly salesy. As a sports entertainment industry pioneer, Eric’s 83 Weeks podcast brings in a massive number of loyal listeners—thanks to his authentic delivery and personalization. His casual, enthusiastic style feels more like a reco from a friend than a scripted ad read. This is evident in his heartfelt tale about gifting Tecovas to his father for Christmas—now his dad’s favorite work boots, of course! Bischoff goes on to describe the ‘unbelievably easy’ Tecovas website product selection and sizing process. A huge selling point that effectively seals the deal for his audience and our client. Listen Here Contact us for a Consultation  OXFORd In The News Sonic Branding: Just What the Doctor Ordered Last year, Oxford Road teamed up with Made Music Studio to create Zocdoc’s inaugural sonic logo, dubbed “The Little Victory.” This two-second musical gem encapsulates the brand’s essence by conveying momentum, triumph, and the satisfaction patients feel when booking their appointments through Zocdoc. Launched in 2025 alongside a national TV campaign, this sonic logo complements Zocdoc’s cheerful yellow palette and expressive ‘Z’ visual, adding distinctive auditory flair across various media channels. While the long-term impact of this sonic branding will reveal itself in due time, the immediate impact is already noticeable in continuity across all platforms. If you’re keen on upping your Sonic brand game, we’re here to help; email us for a free consultation. Read More Shapiro Makes Waves on Media Roundtable Last week, Ben Shapiro of The Daily Wire joined Dan Granger (CEO of Oxford Road) on our Media Roundtable podcast. News about Shapiro’s appearance spread quickly, with articles flooding industry publications such as Inside Radio, Ground News, Roastbrief, Ads of Brands, and a great post on LinkedIn from Daily Wire’s own Christine Hoffmann. The articles collectively explore the evolving dynamics of media and brand safety in today’s polarized political environment. They emphasize the importance of fostering civility in public discourse to enhance brand safety and encourage advertisers to engage with diverse media channels. This shift indicates a broader trend toward prioritizing reach and engagement over political considerations in advertising strategies. Shapiro’s appearance has been a long time in the making; check it out here ICYMI last week. Read More 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!

The Media Roundtable is back! This week, we’ve got a two-part episode for your listening pleasure. First, Giles Martin (EVP, Strategy & Insights, Oxford Road) shares insights from our new case study, “The Untold Story of the Podcast Election,” where we show how the power of audio, especially audience engagement and riskier content, helped shape the outcome of the presidential election. It’s a must-read for CAOs advocating for more podcast budget. Click Here to Download “The Untold Story of the Podcast Election” Report Next up, Dan Granger (CEO, Oxford Road) hosts Ben Shapiro, (Co-founder & Editor Emeritus of The Daily Wire, and Host of The Ben Shapiro Show, (the largest conservative podcast and radio show in the nation). Together, they’re talking; open media ecosystems, brand safety and civility, consolidated media ownership, and so much more. These topics couldn’t possibly matter more right now–as echoed in President Biden’s farewell address to the nation. Let’s jump in. “ Good-natured political debate, I think, is actually–in a way–coming back.” – Ben Shapiro, (Co-founder of The Daily Wire, Host of The Ben Shapiro Show) Keeping it Civil – What if the people we disagreed with weren’t stupid or evil, but we just thought they were wrong? Dan’s favorite podcast episode of the last 20 years was a respectful debate with Sam Harris and Ben, moderated by Bari Weiss. That’s the power of podcasting, and it’s a model for open conversations in the future. The Civility score isn’t a cure-all for brand safety, but it’s a necessary step to foster real conversations while also taking care of advertisers. An Open Media Landscape – Wide-ranging podcast conversations thrive in an open media environment. So there’s discomfort about concentrating power over media with only a few people or algorithms. In Ben’s words, “If it turns out that whoever’s in power is just going to get to dictate the rules of the game, there are no rules of the game at that point.” Our take: keep an open landscape with transparency in content (nutritional labels) and incentivize civil discussions. Longform Podcasting  ⏳– What could a shift to video podcasting really mean? A preference towards brief, faster-moving content. But since authentic conversations flourish in audio-first (longer) formats, we hope the open idea exchanges that happen in podcasting are protected. To hear Dan and Ben’s entire thoughtful (and civil) discussion, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds There’s Nothing to Fear but Fear Itself Network: AdLarge Media / Monthly Downloads: 25k >We’re only in our third week of the year but we already have two new top performers we’re excited to share. Our first selection has become a powerhouse political offering in the news category. Hosted by lawyer and educator Jordan Berman, UNBIASED Politics is a straightforward, no-nonsense look at the world around us. After Berman hits the headlines with her detached, direct approach, she takes her audience on a journey through the legal aspects of each attention-grabbing morsel. Not only does she talk about legal precedents and their legislative history, she also forecasts the probable outcome. Berman’s ability to civilize often taboo topics, makes her an ideal candidate for DR advertisers looking for fresh female skew testing options. The show has seen marked success with a variety of clients, often those looking to reach lifelong learners. No conformity bias required, success can be found via the link below. Get The Deal Up a Creek, but With a Paddle Network: PodcastOne / Monthly Downloads: 25k / Current Civility Score: 78, HIGH Though TikTokers Zachariah Porter and Jonathan Carson are well known for their relentless output of goofy long-form videos, they have even more to say in the land of audio. In their Camp Counselors comedy podcast from PodcastOne, the TikTok Twosome spend time talking about their daily lives, current obsessions, and the online culture that leaves them gasping for air. Similar to their internet output, episodes cover a variety of topics, including weird Zillow listings, Millennial nostalgia, thrifting, and of course, doing mom impressions. The podcast has gained a loyal following of campers who submit weekly messages for contributive minisodes, often containing gut-busting tidbits. This is a great opportunity for those already advertising on internet influencer-hosted podcasts or shows with an empathetic, mental health-focused audience. This is also a simulcast boasting an impressive studio set for showcasing products in visually inventive, fun ways. Lay claim to the top bunk by clicking below for s’more. Get The Deal In Case You Missed It PSA: Growth Opportunities in Podcasting Cumulus Media’s 2025 Audioscape report highlights four key findings about podcast advertising: Podcast ad campaigns are too light: Brands aren’t reaching the full potential of podcast audiences. Podcast listeners still skew young but they’re getting older: The median age has risen to 36, indicating a wider appeal among older audiences, particularly notable among those aged 35-44 and 45-64. Podcast complements CTV: Podcasts extend the reach of CTV campaigns, offering access to ad-free streaming audiences. Podcasts tighten their grip on audio audiences: Podcasts now capture 35% of audio time among (podcast) listeners, up from 26% in 2016. This report highlights some valuable insights. However, keep in mind: basing the audience on podcast listeners can bias data to appear more favorable. While brands underutilize podcasts from a reach perspective, efficient scale is difficult due to audience fragmentation. Read More Self-Improvement Podcasts Work for B2B Sounds Profitable and American Public Media are launching the Sounds Profitable Educational Series with a live presentation debuting The Business Podcast Consumer report by Tom Webster. The report reveals that business podcast audiences are twice as likely to engage with self-improvement and health & fitness podcasts compared to average listeners. Webster highlights the broad advertising potential for this affluent, change-oriented audience, which seeks improvement in wealth, health (including mental), and overall well-being. CAOs, if you’re targeting a B2B audience, this report is worth downloading. The business audience are people too – there are opportunities outside the obvious genres to reach them. Read More Influencer or Creator: Ashley Flowers Clears Up the Confusion Creator and Host of Crime Junkie Podcast, Ashley Flowers, emphasized the importance of authenticity at CES, stating she avoids being seen as an influencer to maintain listener trust. Flowers shared that her network, audiochuck, is selective about brand partnerships to preserve its genuine connection with fans. Flowers also believes the human touch in podcasting will be a competitive advantage. Sometimes, it can be difficult to define the difference between an influencer and a creator. Thank you to Ashley Flowers for making the distinction crystal clear. Read More #SaveTheLiveReads Sinisterhood Gets an Upgrade with MasterClass “Don’t just give your loved ones (or let’s be real, yourself) something that somebody wants. Give them something that they wanna be–And that’s why I love MasterClass!” These are wise words from the hit True Crime Comedy podcast Sinisterhood. Hosts Christie Wallace and Heather McKinney have been learning with MasterClass for many years. And this week, they’re dead center stage for our #STLR spotlight! By promoting Oxford Road’s growth value, continual self-improvement is inevitable for these true crime enthusiasts. Both Christie and Heather remain informative while infusing their quirky banter to personalize live reads for their fans. Clever mentions include topics like: learning to be a poet, and mastering FBI negotiating skills from Chris Voss to use as parenting hacks. Better hurry and sign up for MasterClass now, or you might end up in the Sinisterhood. Don’t forget to use code CREEPY. Listen Here Contact us for a Consultation  OXFORd In The News Ad Industry Already Talking About OR Case Study The ink is barely dry on our “The Untold Story of the Podcast Election” case study, yet trade publications are already taking notice. At the time of this week’s The Influencer newsletter release, Podcasting Today, Roastbrief and Sounds Profitable had already shared their thoughts on the study – which uncovers how podcasting paved Trump’s path to the White House. Even marketers not running a presidential campaign will be enlightened on how the Trump campaign leveraged both scale and engagement to get their message to the masses via our favorite medium. If you haven’t checked out our case study yet, download it here. Read More 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!

This week reminds us just how fragile and interconnected our world is. The fires here in Los Angeles have left us with heavy hearts—and with the presidential inauguration around the corner, the air feels thick—not just with smoke, but with tension. It’s one of those weeks where the news has been overwhelming, and finding a moment of calm feels like a victory (speaking of victory, peace in the Middle East?). While we don’t pretend to have answers to the bigger challenges, we do believe in the value of staying connected, grounded, and creative—even during uncertain times. So, consider this newsletter a small pause. A chance to step away from the noise and refocus on what’s possible in the world of audio and beyond. For those in the Los Angeles community who have been directly impacted by the wildfires and need support, we want you to know we’re here to help. Please don’t hesitate to contact us for resources and assistance. Let’s shift our attention from what’s not in our control to what we can build together. Because even in the most chaotic times, there’s always room for growth and innovation. Let’s turn up the volume and tune into what matters most in our industry. We begin this week’s edition with the world’s only podcast solely dedicated to audio ads. Presenting Ad Infinitum Season 2, Episode 11 – “The Authors of Audio Branding.” Stew Redwine (VP, Creative Services, Oxford Road) welcomes two experts who literally wrote the book — “Audio Branding.” Colleen Fahey, (US Managing Director, Sixième Son), and Larry Minsky, (Professor, Columbia College Chicago) sit down for an audio branding masterclass and deep dive highlighting one of today’s top audio spenders. We’re talkin’ Train Sounds, Going Beyond Jingles, and Confused Branding. Let’s jump in. “Audio Branding  uses rhythm and energy and density of sound and instrumentation. And it seeks to let people understand your brand better, remember it better, and attend to it–pay more attention to it–and it’s very successful in doing all of those things.” – Colleen Fahey, (US Managing Director, Sixième Son) Ear Training – Want to feel the power of audio branding? Hear the evolution of the  French National Railway System (SNCF). Their familiar tune gets an acoustic treatment (for ecological associations) and an extra “zoom” (to show speed). Core sounds can evolve with your brand and signal to your audience how you’re changing with the times (while still remaining true to yourself). More than a Jingle – Audio branding’s so much more than a jingle. Jingles need to carry a verbal message. But sonically, they can sound similar. Audio Branding shows the uniqueness of your brand in the sonic space, and can go far beyond commercials. An ATM ding, headphones turning on, an app alert–when designed with intention, subtly tells your customers what your brand’s about and helps them recognize it–even with their eyes closed. Merrill’s Misses – Learn from Merrill Lynch. Every sonic choice you make tells a story. And if those choices are made without clear intention and consistency, that story is chaotic. The team listened to a handful of Merrill Lynch ads that showed very different brand stories; Upscale with classical instruments, folksy and accessible with a ukulele, and straightforward with no music at all. CAOs, you absolutely can play around and make changes to how you show up sonically, but do it with intention, and with enough continuity so your audience will always know it’s you. To make your brand more distinct (and to tune into the audio branding around you) check out the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Morning, But also Noon and Night Network: The Daily Wire / Monthly Downloads: 200k / Current Civility Score: 95, HIGH For our fellow Angelenos who have either been forced from home or sheltering in place this past week, getting answers to our probing questions has been one of the imperative ways to help us cope with horrific tragedy. With that in mind, this week we have two classifieds trending high on the charts, in part because they’ve been focused on the LA wildfires. The first comes from the daily news hub Morning Wire, a headline-based news podcast, publishing a shorter format compared to its network’s commentary-based opportunities. The show is hosted by John Bickley and Georgia Howe, two preeminent personalities who deliver quick, succinct information geared for listener edification. Though much of what’s presented features incendiary and pernicious topics, their even tone and matter-of-fact delivery create a safe space for their listeners. A multitude of diverse advertisers with varied performance goals have seen success in running with this Daily Wire staple. No need to tap out -. . .– … / .–. .-.. . .- … . (Morse code) on the wire, just crack the code below. Get The Deal A Classified: Eyes Edition Network: Premiere / Monthly Downloads: 400k / Current Civility Score: 74, MEDIUM Though Jon Stewart has his own podcast, it was his reappearance at The Daily Show news desk that sent listeners clamoring in the audio arena. Released the day after each television episode through Premiere, the longtime comedy stalwart has been a consistent orbiter on the podcast charts. In these unprecedented times, the show’s mix of comic relief, biting satire, and skits is a welcome relief for those who have been relentlessly glued to the local news. Due to the audio format, host-read personal endorsements are not available for this opportunity, and therefore brand advertisers have seen the most success. For those who want to appear in places where people go in times of crisis, seeking some form of news with a twist of comic relief, this is a well-liked opportunity for clients and buyers alike. If you’re looking for a promising distraction of laughter and prosperity, click below for more. Get The Deal In Case You Missed It Niche Influencers and Podcasters Are Winning Ad Dollars In influencer marketing, agencies are increasingly favoring micro and nano-influencers who target niche communities, offering better ROI than larger influencers. Brands find that niche creators, such as podcasters and specialized content creators, drive higher engagement and sales through tighter, more loyal audiences. The rise of TikTok has fueled this trend, democratizing influencer content and encouraging advertisers to pursue creators with unique expertise. With smaller creators outperforming larger ones in engagement rates, brands are allocating more ad dollars to them. Niche influencers—creators, or whatever we call them—tend to drive higher response rates, but the tradeoff is often scale. Marketers, do the math: balance response and volume. Over-focusing on response could niche you right out of business. Also, if the TikTok ban happens, niche podcasts could be a smart alternative to redirect those dollars. Read More The Secret World of Crediting Affiliates By way of our friends at Sounds Profitable, A YouTuber named Megalag has exposed Honey, the PayPal-owned browser extension, for allegedly scamming creators through affiliate link manipulation and collusion with sellers. The exposé claims Honey rerouted affiliate commissions to itself, even when creators drove sales, and prioritized less valuable coupons to mislead users. Influencers like Markiplier and Linus Tech Tips had already raised concerns. The scandal raises critical questions about how much responsibility creators should take in vetting the business practices of their brand partners. Coupon code leaks aren’t new—visit any coupon site, and you’ll find codes tied to podcast hosts or influencers. What’s new is the question of credit. CAOs, if you’re relying on vanity URLs for attribution, there’s a better way: pixel attribution paired with a two-layer survey. Check out our Oxford Road “Bonfire of Vanity URLs” whitepaper if you haven’t already. Read More Is Your Agency Ahead of the Curve? Razorfish EVP of Media Rob Silver sees podcasts as the cultural successor to late-night talk shows, offering brands unique opportunities to connect with audiences. Speaking at CES, Silver emphasized the agency’s focus on podcast ads and second-party data to create meaningful media experiences. Razorfish, a Publicis-owned agency, leverages podcasts’ evolving role as a versatile medium to help brands build deeper customer connections, reflecting their commitment to innovative, impactful advertising strategies. CAOs, if your agency is just now extolling the value of podcasting and the convergence of audio podcasts with video, we not-so-humbly suggest you consider an agency that has recognized the value of podcasts for over 10 years and has been leveraging simulcasts as they’ve grown in popularity. Read More #SaveTheLiveReads Merci Beaucoup David Pakman This week’s #STLR featured podcast host, David Pakman, exemplifies walking the walk and talking the talk (in several languages) for our client Babbel, on his self-titled; The David Pakman Show. David has a talent for language learning, having grown up in a multi-lingual environment, paired with his regular trips abroad. He’s an excellent choice for Babbel personal endorsement sponsorships. Discussing a recent trip to France and his diligence in brushing up on multiple languages in his spare time, David substantiates that Babbel rates far and above other language learning platforms out there. A demonstration of David Pakman’s multi-language speaking talent is most definitely in order. David, we’ll be in touch on that. In the meantime, Babbel on – and don’t forget to play that familiar Babbel Sonic ID. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week, we’re bringing you a deep dive into our new case study, “The Sound of Growth: How Audio Fuels Branded Search.” Giles Martin (EVP of Strategy & Insights, Oxford Road) hosts fellow audiophiles James Ingrassia (EVP, Head of Client Services, Oxford Road) and Tucker Peleuses (VP, Strategy,  Oxford Road) to break down takeaways of $400m in audio spend over 30 years. Audio attribution is challenging, but looking at the impact of audio on branded search is an effective way to cut through the noise. We’re covering; Delayed Effects, Consistency, Diminishing Returns, and More. Let’s dive in. “ Audio investment is driving almost 20 percent of clients’ branded search traffic.” – Giles Martin (EVP of Strategy & Insights, Oxford Road) Now & Later – Audio results aren’t instant, but they have staying power. The study showed increases in search volume within a week of increasing audio spend. Even better, the search volume also correlated with audio spend weeks after airing. Especially for the study’s B2B and longer-consideration cycle clients, search remained elevated longer. For audio success, it helps to know that initial impact is just the beginning. Consistency Wins – And it’s not even a close race. Brands with a sustained history of audio spend showed stronger relationships between spend and search volume. When you go dark, you restart. The greatest correlation came with brands that had amassed 3 years of audio campaigns. Remember: your customers aren’t always in-market, so they need to have you top of mind whenever they shift to buyers. Optimize Spend – For one brand in the case study, diminishing returns really kicked in after 1m in monthly spend. Keep in mind, your brand’s curve will be different, and the curves might be different for each of your key metrics (search volume vs performance). TL;DR: it pays to work out your specific curve for diminishing returns (and we’re happy to help with the analysis). For more actionable insights to optimize your strategy and maximize ROIs, check out the full case study HERE and tune into the full episode below. Watch Here Download “The Sound of Growth” Report Listen Here: Spotify Listen Here: Apple The Classifieds The Best UX from a CMGR Network: Independent / Monthly Downloads:  10k The mantra “New Year, New Me” would not be complete without some solid audio to accompany it. Luckily, several new podcasts have premiered to help transition us into 2025. Our first is hosted by social media agency founder Samantha Feher, an up-and-comer who pairs the relevancy of social media and everyone’s desire to do and be better. While she’s a consummate professional in her field, Samantha also brings a big sister energy to her podcast that resonates well with her listeners. In the first 6 episodes, Feher covered extremely personal topics like; sobriety, anxiety reduction, toxic relationships, doomscrolling, and career growth. Though the show is still in its infancy, CAPS LOCK has already seen substantial growth as an independently produced podcast. Advertisers looking to reach a demo of young female professionals are best suited for this opportunity. Grab your keyboard and mouse to click the link below for more. Get The Deal YouTube Chef’s Podcast Recipe for Success Network: QCode Media / Monthly Downloads: 200k For those still trying to hold onto the peace and joy of the holiday season, Comedy podcasts continue to entertain. One of the more exciting new shows recently premiered with QCode Media, featuring Rosanna Pansino, a thriving YouTuber with a healthy 14.6m followers. Best known for her culinary creations and how-to videos, Pansino consistently branches out into commentary, music, and celebrity gossip. In her newest venture, Pansino chats with other influencers, creators, YouTubers and podcasters to get unbiased, raw reflections on their careers, related industries, and their secret lives. Recent guests include; Teala Dunn, Sam Tsui, and everyone’s favorite internet baker, sweet JonnyCakes. Advertisers already seeing success on YouTube should surely test this opportunity in Q1. Many Gen Z focused clients have already performed well in just the show’s first several episodes. Follow the recipe by indulging the link below. Get The Deal In Case You Missed It The Ups and Downs of Radio What’s shaping radio in 2025? Audacy, Inc. exits bankruptcy; iHeart restructures $4.8b debt; and new Nielsen audio measurement methodology could boost radio ratings by ~20%. Audacy and iHeartMedia enter 2025 on seemingly firmer financial footing compared to a year ago. But radio’s still a mixed bag: Cumulus Media faces potential delisting from NASDAQ, highlighting ongoing challenges in the world of radio. With audience behaviors shifting and radio ad spend projected to decline, traditional broadcasters will continue to face challenges. CAOs, you can leverage a soft radio market and capitalize on its efficiency at an even greater value. Read More: Audacy Read More: iHeartMedia Gen Z’s Take on Video in Podcasting Spotify’s pivot to video faces challenges, according to Gen Z students in NYU’s Business of Podcasting class. While Spotify aims to compete with YouTube, students prefer audio for multitasking and find video unnecessary for many podcasts. They highlight a disconnect between Spotify’s focus on big-name creators and the smaller podcasters who form its core audience. Students also note Spotify’s user interface is clunky compared to YouTube’s simplicity. To succeed, Spotify must leverage its audio strength rather than mimic YouTube. There’s plenty of angst about Spotify’s video push and video’s impact on podcasting—and it’s not going away anytime soon in 2025. A focus group with Steven Goldstein’s NYU students offers a clue: audio-first is still (mostly) the best bet for creators and marketers alike. Read More Have Audacy and Claritas Cracked the Code on Radio Attribution? Audacy and Claritas have partnered to launch a new performance metrics tool for audio advertising. The solution integrates broadcast and digital audio data, offering advertisers insights into campaign performance, including audience engagement and conversions. By combining radio spot logs with website activity and analyzing it through advanced data science, the tool tracks incremental website visits, purchases, and form fills. CAOs, we’re all for cracking the code on radio attribution for performance marketers, so we hope the hype is real. That said, Claritas’ “secret sauce” for matching radio spot times with website activity better be extra saucy—because this isn’t exactly new, and let’s just say… our past experiences with it have left an unpleasant aftertaste. Read More #SaveTheLiveReads Looking and Feeling Your ProLon Best in 2025 Happy New Year! AND Happy Trails in the rear-view mirror to anything that doesn’t involve taking good care of ourselves in 2025! Weekly Dose of BS podcast and reality TV star hosts, Stephanie Hollman and Trey Stewart are already way ahead of the trend as they talk about gearing up for the new year with ProLon: L-Nutra. Trey shares his enlightening weight loss experience with ProLon’s science-backed soup detox, as Stephanie cheers him on. This dynamic duo combines their real-life friendship with sassy fun on-brand substantiation. This entertainingly insightful partnership keeps listeners coming back for more. The host’s personal endorsements for ProLon are believable because the proof is truly in the pudding, with no BS topping. Listen Here Contact us for a Consultation  OXFORd In The News Balancing Technology with a Human Touch It’s always exciting for us to see Oxford Road pop up in the industry trade publications we often reference in this newsletter. We’re thrilled to see Radio Ink mention our most recent Media Roundtable podcast episode in their end-of-year edition. Our ‘A Look Forward to 2025 – Trends That Will Shape Audio’ episode reveals how AI will revolutionize audio advertising while keeping authenticity at the forefront. From navigating ad overload in podcasts to unlocking radio’s profit potential, the discussion is jam-packed with actionable takeaways. If you want your campaigns to thrive in 2025, use this article as your blueprint. Read More The Sound of Growth” Echos Across the Industry In case you read this newsletter from the bottom up, and ICYDK, Oxford Road just released a case study on audio’s impact on branded web search for advertisers. The industry is already posting articles about it. In fact, as we simultaneously publish this week’s edition of the Influencer, 8 industry publications are already sharing the news about this intuitive groundbreaking study. Our thanks go out to Sounds Profitable, MediaPost, RadioToday, Inside Radio, Radio Online, Roastbrief, Ads of Brands, and iHeart’s Keith Hotchkiss for getting the word out about the ancillary benefits of advertising in audio—our favorite medium. Read More 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!

Happy New Year! We’re thrilled to continue our audio journey with you in 2025. We don’t know what adventures we’ll face in the new year, but we’re excited to conquer them together. To kick things off (and prepare for what’s next), we’re sharing the complete 2024 archives from our weekly Influencer Editions and Media Roundtable Episodes.  Whether catching up on missed insights or revisiting favorite moments, we’ve got you covered. Here’s to a new year of growth, prosperity, promoting civil discourse, discovery, and sharing insights together.  JANUARY January 3, 2024 Influencer Edition: RIP Audio Opportunists: Brands Seek Serious Solutions in 2024: with Steven Goldstein, Founder/CEO at Amplifi Media & Adjunct Professor at NYU Media Roundtable Episode: RIP Audio Opportunists: Brands Seek Serious Solutions in 2024 ( : Spotify, Apple, YouTube) January 10, 2024 Influencer Edition: Media Roundtable Special Edition: We Nailed 9 of 10 of our 2023 Predictions – What’s Next for 2024? Media Roundtable Episode: We nailed 9 of 10 of our 2023 predictions. What’s next for 2024? ( : Spotify, Apple, YouTube) January 17, 2024 Influencer Edition: James Cridland Returns to Media Roundtable with Hot Takes CAOs Need to Know; How to Stretch Your 2024 Ad Budget; Brand-Safe News Podcast Content Media Roundtable Episode: Keeping Audio Weird: The Pitfalls to Programmatic ( : Spotify, Apple, YouTube) January 24, 2024 Influencer Edition: Marketing Maharishis Reveal What’s Wrong With Your Audio Ads; Why You Should Be on YouTube Podcasts; How New Tech Will Shape Your Audio Strategy Media Roundtable Episode: Ad Infinitum Ep. 7 “It’s All in the Execution” featuring Steve Keller and Bjorn Thorleifsson ( : Spotify, Apple, YouTube) January 31, 2024 Influencer Edition: Top Podcast Advertiser Shakes The Industry; AI’s Podcast Move Will Have You Question What You Hear and See; Oxford Road Announces a Huge Hire Media Roundtable Episode: AI in Audio – Stretching What’s Possible ( : Spotify, Apple, YouTube) FEBRUARY February 7, 2024 Influencer Edition: Nathan Aminian Sets Sights on Fixing Audio Attribution; What Rogan’s Recommitment to Spotify Means For Podcast’s Future; Super Bowl Ad Alternatives Media Roundtable Episode: Talent Drives Everything – Oxford Road lands Nathan Aminian, Rogan stays with Spotify(ish) ( : Spotify, Apple, YouTube) February 14, 2024 Influencer Edition: Media Trust is at a Record Low–What it Means for Your Audio Strategy; Curb Your Podcast Budget; Podscribe Benchmark Report Lays Podcast Data All Out Media Roundtable Episode: Can We Save The Media? Evan Shapiro and a New Fairness Doctrine ( : Spotify, Apple, YouTube) February 21, 2024 Influencer Edition: Why Big Spend Doesn’t Mean A “Sound” Strategy–Ad Infinitum Season 2 Kicks Off With A Bang; Concerned About Your Drop In Podcast Downloads? Don’t Be. Media Roundtable Episode: Ad Infinitum: S2E1 – “Sound Strategy” with Mark Pollard ( : Spotify, Apple, YouTube) February 28, 2024 Influencer Edition: Podscribe CEO Pete Birsinger joins MRT & Debunks Podcast Myths; How to Talk to Your Audience for Maximum Attention; Ad Age Shares the Future of Audio Media Roundtable Episode: Now Do This – Breaking Down Podscribe’s Benchmark Report with Pete Birsinger ( : Spotify, Apple, YouTube) MARCH March 6, 2024 Influencer Edition: Podcast Host Reveals The Secrets to Getting the Best Host Reads; Female-Hosted Podcasts You Should Be Sponsoring; Surprise! Women Like Podcasts Media Roundtable Episode: Joy, Fandom, and Writing Ads That Hosts Love with Joanna Robinson ( : Spotify, Apple, YouTube) March 13, 2024 Influencer Edition: MRT Returns with All New Industry Edition; True Crime Advertising Now Backed by Science; RIP Rooster Teeth; Joe Rogan Grows His Audience… Again! Media Roundtable Episode: Ears Wide Open: Oscar’s Audio Ad, Spotify’s Dominance, & Rooster Teeth’s Downfall ( : Spotify, Apple, YouTube) March 20, 2024 Influencer Edition: Ad Infinitum S2E2 – Network Founder Shares Secrets to Getting Better Host Reads; Celeb Podcasts Good for Your Brand?; Hala Taha Shows How it’s Done Media Roundtable Episode: Ad Infinitum S2:E2 – “Hosts Are People Too” featuring Jordy Meiselas of MeidasTouch ( : Spotify, Apple, YouTube) March 27, 2024 Influencer Edition: The MRT Recaps Europe’s Top Audio Event, Caitlyn Jenner’s New Podcast, & Amazon’s Latest Pod Move; The Ghost of Elvis Sues Podcast; What About Joni? Media Roundtable Episode: Finding New Hits – Celebrity Overload, Minding the Game, and The British Podcast Invasion ( : Spotify, Apple, YouTube) APRIL April 3, 2024 Influencer Edition: CAOs, Get A Recap of Last Week’s Podcast Movement Evolutions From Panelists and Attendees; Edison’s 2024 Audio Insights Are Here! Media Roundtable Episode: FOMO NOMO’ – Recapping Podcast Movement Evolutions 2024 ( : Spotify, Apple, YouTube) April 10, 2024 Influencer Edition: Jason Calacanis Is “All In” with the MRT; SNL, Married w/ Children, & Sopranos Alum Podcasts Not to be Missed; SXM Taylor’s Version; #SaveTheLiveReads Media Roundtable Episode: The Age of Efficiency and What’s Next with Jason Calacanis ( : Spotify, Apple, YouTube) April 17, 2024 Influencer Edition: Cumulus’ Pierre Bouvard Joins the Most Practical MRT Ever; Tis the Season for Baseball and Soccer Podcasts; Fake Podcast Ads; AI Stealing the Thunder Media Roundtable Episode: B2B and Spoken Word Media – The Special Relationship ( : Spotify, Apple, YouTube) April 24, 2024 Influencer Edition: Sonic Branding GOAT Joel Beckerman Breaks Down the Mechanics of His Craft; Your Creative Sucks & Why You Should Fix It; Spotify Not IAB Certified??? Media Roundtable Episode: Ad Infinitum: S2E3 – Branding with your Eyes Closed with Joel Beckerman ( : Spotify, Apple, YouTube) MAY May 1, 2024 Influencer Edition: 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? Media Roundtable Episode: Sounds like a Big Deal – Spotify, IAB, Branded Podcasts, and Audacy’s Sports Play ( : Spotify, Apple, YouTube) May 8, 2024 Influencer Edition: All-Star Cast Joins the MRT to Discuss Audio’s Role in Your Media Mix; The Good and Bad of AI in Audio; Media Watchdog Uncovers New Ad Fraud Scam Media Roundtable Episode: The Role of Audio in the Mix  of Communications with Andrea Stillacci and Chris Binns ( : Spotify, Apple, YouTube) May 15, 2024 Influencer Edition: Missed Last Week’s IAB Upfronts or our CAO Event? We’ve Got You Covered; Ben Shapiro Makes a Case to Buy Conservative; YAP’s Masterclass in PE Media Roundtable Episode: CAO Messaging Forum Recap – Zero-to-One Sonic Branding, Mastering Message Design & Getting the Most from the Host ( : Spotify, Apple, YouTube) May 22, 2024 Influencer Edition: Why You Shouldn’t Count Radio Out Just Yet; How to Responsibly Use AI in Audio; Brand Safety Top of Mind at IAB Upfront; & Media News You Need to Know Media Roundtable Episode: Sounds of the Future – Radio in 2026, Podcaster Emmys, the Clone Voice Army ( : Spotify, Apple, YouTube) May 29, 2024 Influencer Edition: Making Ads Contextually Relevant on Ad Infinitum’s Latest; Apple’s Miscalculation Helping Performance Marketers; 2-Part Crash Course in Sonic-Branding Media Roundtable Episode: Ad Infinitum: S2E4 – Scary Ads with Nathalie Chicha and Ray Harkins ( : Spotify, Apple, YouTube) JUNE June 5, 2024 Influencer Edition: Missed London’s “Podcast Show”? The MRT Has Your Definitive Recap; International Podcasts You Should Be Considering; Is Radio Worth it in 2024? Media Roundtable Episode: The International Podcast Show Recap – Lessons from London with James Cridland and Amelia Coomber ( : Spotify, Apple, YouTube) June 12, 2024 Influencer Edition: What Brands Really Want From Audio w/ MasterClass & Indeed; How Dynamic Ads Are Driving Digital Audio Growth; Why P&G Returned to Audio Advertising Media Roundtable Episode: What Brands Want From Audio with Robbie Giles of MasterClass and Kezia Koo of Indeed ( : Spotify, Apple, YouTube) June 19, 2024 Influencer Edition: Anticipating Audio’s Future with a Look to the Past; Pod Listeners Don’t Mind the Ads (mostly); Podcast Reaches The Side Hustlers; Daytime = Primetime Media Roundtable Episode: Then and Now – From Past Elections to our AI present with History Podcaster Lindsay Graham ( : Spotify, Apple, YouTube) June 26, 2024 Influencer Edition: Double Dose of MRT: Unpacking Cannes Lions 2024 & Getting the the Most Out of Your B2B Podcast Campaign; How to Make Your Brand Stand Out Sonically Media Roundtable Episode: Ad Infinitum: S2E5 – Sound Business is Sound Business with Hala Taha( : Spotify, Apple, YouTube) Media Roundtable Episode: Live from Cannes: The State of Digital Media with LUMA’s Conor McKenna ( : Spotify, Apple, YouTube) JULY July 3, 2024 Influencer Edition: Happy Independence Day; The Inventor of Podcast, Former MTV VJ, and Champion of Independence, “Podfather” Adam Curry Joins the MRT Media Roundtable Episode: The Podfather: Adam Curry Reflects on 20 Years of Podcasting ( : Spotify, Apple, YouTube) July 10, 2024 Influencer Edition: A Look Back at Changes in Audio From the Front Lines; The Beyonce Effect; The New Talk Radio Media Roundtable Episode: Halfway to History: Oxford Road’s 11-Year Journey ( : Spotify, Apple, YouTube) July 17, 2024 Influencer Edition: Exploring the Rule of 3’s; Ad Infinitum is Baaack with Insights on Maximizing Personal Endorsements; Congress Takes on Brand Safety Media Roundtable Episode: Audio’s Rule of Thirds with Rhapsody Voices’s Mike Jensen ( : Spotify, Apple, YouTube) July 24, 2024 Influencer Edition: 30% of Podcast Industry Represented at Last Week’s CAO Summit–Here’s What You Missed; Podcast Shifts to Sellers Market; Bongino Loves His TJ Underwear Media Roundtable Episode: Camp CAO – Chief Audio Officer Summit ‘24 Highlights ( : Spotify, Apple, YouTube) July 31, 2024 Influencer Edition: Kellyanne Conway and David Plouffe Bring Civil Discourse Back to the MRT; UK Podcast Adoption Gains Momentum; Podcasters Explore On-Site Sponsorships Media Roundtable Episode: Engaged, not Enraged – Kellyanne Conway and David Plouffe on Podcasting Across the Aisle ( : Spotify, Apple, YouTube) AUGUST August 7, 2024 Influencer Edition: Catching Audio-Feels with Ad Infinitum and Radio Hall of Fame Co-Chair & ‘24 Inductee Kraig Kitchin; Your Audio Production Just Got a Whole Lot Easier Media Roundtable Episode: Ad Infinitum: S2E7 – Audio Affects with Kraig Kitchin ( : Spotify, Apple, YouTube) August 14, 2024 Influencer Edition: The Industry’s First PodLoad Report – How Many Ads Are Too Many?; Why GARM’s Dissolution is a Win In Disguise for Brand Safety; Podcast Moves Abound Media Roundtable Episode: The Danger of Rising PodLoad: How Increasing Clutter Erodes Podcast Advertising Value ( : Spotify, Apple, YouTube) August 21, 2024 Influencer Edition: Podcasting with Purpose; MRT Sits Down with Crime Junkie Host Ashley Flowers & BetterHelp CAO, Brittany Clevenger; Brand Safety Post-GARM, And More… Media Roundtable Episode: Using Audio for Good with Ashley Flowers and Brittany Clevenger ( : Spotify, Apple, YouTube) August 28, 2024 Influencer Edition: Everything You Missed at Last Week’s Podcast Movement; WSJ Discusses Oxford Road & Podscribe’s PodLoad Report; Major Podcasts Switch Networks Media Roundtable Episode: Research, True Crime, & What Brands Want – Recapping Podcast Movement 2024 ( : Spotify, Apple, YouTube) SEPTEMBER September 4, 2024 Influencer Edition: From the CAO Summit–The State of Audio Advertising Report; Finally, Accurate Podcast Reach Measurement? The Biggest Podcast Episode Ever Isn’t Rogan Media Roundtable Episode: The State of Audio Advertising Report: Insights and Trends from the CAO Summit ( : Spotify, Apple, YouTube) September 11, 2024 Influencer Edition: McDonald’s Exec Joins Ad Infinitum to Talk Shop with Oxford Road’s Stew Redwine – We’re Lovin’ It; HHM Kicks off with Home Grown Pods You Should Know Media Roundtable Episode: Ad Infinitum: S2E08 – Sonic Truths with JJ Healan ( : Spotify, Apple, YouTube) September 18, 2024 Influencer Edition: Ad Infinitum Explores the Future of Audio Production; Podcasts Tackling Journalistic Integrity; 20 Years of “Podcast”; Consumers vs Advertisers Media Roundtable Episode: Ad Infinitum: S2E09 – Simulacrum Ex Machina with Oskar Serrander ( : Spotify, Apple, YouTube) September 25, 2024 Influencer Edition: Top Marketers Discuss Audio’s Role in Their Marketing Mix; YouTube Channels You Should Be Testing; Why Avoiding Political Podcasts is NOT the Way Media Roundtable Episode: Audio’s Role in the Marketing Mix – Live from the CAO Summit ( : Spotify, Apple, YouTube) OCTOBER October 2, 2024 Influencer Edition: Top Audio Marketers Share How to Get the Most out of Your Creative; Creepy Podcasts Just in Time for Halloween; Spotify Drops Chartable; & Much More. Media Roundtable Episode: Make Creative Your Unfair Advantage – Secrets from the CAO Summit ( : Spotify, Apple, YouTube) October 9, 2024 Influencer Edition: Podcaster/Journalist Brian Reed Questions Everything in Pursuit of Journalistic Integrity; Nielsen Changing Radio Measurement; Barney’s Podcast Debut Media Roundtable Episode: “Questioning Everything with Journalist Brian Reed (S-Town, This American Life)” ( : Spotify, Apple, YouTube) October 16, 2024 Influencer Edition: What Brands Really Want—Podcast’s Top Advertisers Weigh In; Podcasts Moving Behind Paywalls; Another Case For Sonic Branding; Magellan Gets Local Media Roundtable Episode: What Brands Want: New Report Highlights from 50 CAOs ( : Spotify, Apple, YouTube) October 23, 2024 Influencer Edition: The Power of Alignment: How Shared Values Created a Podcast Giant–with Dan Granger, Conor Doyle, and Bryan Barletta Media Roundtable Episode: From Competitors to Partners: The Story Behind the Industry’s Biggest Union–with Dan Granger, Conor Doyle, and Bryan Barletta ( : Spotify, Apple, YouTube) October 30, 2024 Influencer Edition: SNL Legends Join the MRT to Share Why They’ve Made Podcast Their Home; Rogan’s Trump Interview Smashes Records; Veritonic Tackles Brand Lift Media Roundtable Episode: Permission to Laugh with Dana Carvey, David Spade, & Jenna Weiss-Berman ( : Spotify, Apple, YouTube) NOVEMBER November 6, 2024 Influencer Edition: Audio’s Role in Politics – The 2024 Election and Beyond; Shows That Should be on Your ‘25 Radar; FTC Cracks Down on Deceptive Ads; Podtrac Goes Abroad Media Roundtable Episode: Lessons from the “Podcast Election” – Audio’s Role in Politics ( : Spotify, Apple, YouTube) November 13, 2024 Influencer Edition: Top CAOs Weigh in on Their Biggest Pain Point – ATTRIBUTION; Podcasts Recommendations to Start Your Year Off Right; The Podcast Election Breakdown Media Roundtable Episode: MMMs, Advanced Radio, & Pixels – Lessons from the CAO Attribution Forum ( : Spotify, Apple, YouTube) November 20, 2024 Influencer Edition: Persuasive Audio Advertising on Ad Infinitum’s Latest Episode; Spotify Shares New Creator Tools; Elves and Burglars Take Over Recent Industry Podcast Media Roundtable Episode: Ad Infinitum S2E10 – Congruent Cues with Chelsea Campbell ( : Spotify, Apple, YouTube) November 27, 2024 Influencer Edition: Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble, Gobble Media Roundtable Episode: Video, Audio, or Both? – Shaping the Future of Podcast with James Cridland ( : Spotify, Apple, YouTube) DECEMBER December 4, 2024 Influencer Edition: CAOs Collaborate on All Things MEASUREMENT; “Recycle Bin” Gems; Amplifi Looks Back at “Audio in 2024”; Podcaster’s Endeavors to #SAVETHEFAMILYFARM Media Roundtable Episode: Measurement: Untangling the Knot ( : Spotify, Apple, YouTube) December 11, 2024 Influencer Edition: MRT’s ‘24 Year in Review; Spotify’s “Wrapped” for CAOs; “Explosive” 2024 Podcast Trends; Edison’s 2024 Recap; The FBI Negotiator and the Podcast Host Media Roundtable Episode: A Look Back at 2024 – AI, Video’s Rise, the Podcast Election & More ( : Spotify, Apple, YouTube) December 18, 2024 Influencer Edition: 2025 Prediction Time! What Our Audio Experts & The Industry Believe is In Store for the New Year; Taylor Swift’s Future Sister-In-Law (?)’s Podcast. Media Roundtable Episode: A Look Forward to 2025 – Trends That Will Shape Audio( : Spotify, Apple, YouTube) We hope you had a chance to catch up on the weeks you may have missed and revisit the moments that shaped 2024. Let us know: What stood out for you as the biggest highlights of the year? What are you looking forward to in the world of audio for 2025? Email us. Thanks again for inviting us into your weekly inbox. Exploring our evolving industry with you is a joy and honor for all of us on the Oxford Road Influencer team. Please stay tuned for our regularly scheduled programming next week. Cheers to 2025!

The Media Roundtable is back! This week we’ve dusted off our trusty crystal ball for a look into 2025. What trends will shape the audio industry next year and beyond? Stay tuned… Dan Granger (CEO, Oxford Road)  hosts fellow audio prognosticators: Steven Goldstein (Founder & CEO, Amplifi Media) Tom Webster (Partner, Sounds Profitable) Peter Birsinger (CEO & Founder, Podscribe) The team is talking: Spotify’s YouTube Envy, Revenue Predictions, The Future of Attribution, and more. Let’s leap in. “ If this is an existential threat for open RSS, it’s going to be because the podcast clients innovated for creators, but did not innovate enough for the user and the user experience. And that’s what YouTube is nailing.” Tom Webster (Partner, Sounds Profitable) YouTube Envy – One big question of 2025: Can Spotify become YouTube? Yes, video’s engaging, but YouTube’s other advantages are discovery, ease of use, and potential connection. Video is just one part of that, and Spotify will have a lot of ground to cover to change their podcast experience. (As for the video & podcast debate, Tom considers it settled: “ It comes from the Podcast region of France–anything else is just sparkling audio.” ) Triangulation – As Pete puts it: “ Triangulation is the hot word, and I think it’s going to be getting even hotter.” With the current state of podcast, video, radio, and streaming, CAOs need multiple ways of measurement to unlock investment with confidence (pixels, surveys, incrementality). In a video-forward 2025, that’ll only become more necessary (but we’re watching to see if Spotify’s video approach will represent a measurement improvement over YouTube’s black box.) 2025’s Numbers – Big predictions: Listenership will be up (by a skosh/iota/smidgen depending on who’s predicting), with CPMs roughly flat (except in radio, predicted to go down), and revenue should go up as well. Radio might be a value buy in 2025, with the right measurement. In Dan’s words: “ It’s amazing how many people could still be successful on radio today if only they’d take the time to survey.” To get a head start on 2025, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds She’s Strong. She’s Invincible. She’s a Kelce. Network: Wave Sports / Monthly Downloads: 1m As Q4 fades into the new year, we look toward the future. What new deals will be closed? Who will launch a brand new show unexpectedly? In that spirit, let’s look at two new shows that will continue to rise in popularity. Our first is hosted by Kylie Kelce: super mom, wife to footballer Jason Kelce, and former collegiate athlete herself. Though often seen as the quieter, more subdued member of the Kelce tribe, Kylie bravely takes the mic for the first time, crushing the podcast charts into mere dust. With just her first episode, Kylie unseated powerhouse Joe Rogan from his throne, already selling out sponsorships left and right. Whether you’re looking for big opps, female-focused hosts, or a huge reach play, you can’t go wrong with this new top performer. If you wanna fly like an Eagle, soar on over to the link below. Get The Deal A Good American Makes a Bad B**ch Podcast Network: Dear Media / Monthly Downloads: 1m When this opportunity was initially announced in early December, we had questions on how it would shake out. While video continues to dominate the conversation between sellers and buyers planning out 2025 media, Khloe Kardashian announced a show that would first drop on X, ad-less, easily available to her 305m followers. We wondered where the RSS would factor into the picture, and now we have our answer. Dear Media will be selling the audio the day after the live drop for sponsorship in the new year. Many larger brands already in the OTT space will undoubtedly dip their toes into testing, but DR powerhouses will likely easily find success as well. This show is also highly recommended for those already testing female influencer pods that have seen initial success. Don’t take pictures of yourself while your sister is going to jail, simply unleash the link below for more. Get The Deal In Case You Missed It Digital Audio Up in 2025, Radio Down Magna forecasts a 4.2% growth in U.S. digital audio ad spending in 2025, continuing the momentum seen in 2024. Overall, U.S. advertising is expected to grow by 4.9%, driven by a robust economic environment and reduced inflation. While traditional audio ad spending may decline by 3.2%, digital audio’s growth reflects the increasing popularity of platforms like podcasts. Global ad revenues are predicted to grow by 6.1%, nearing $1 trillion. Magna highlights that digital and non-linear formats are attracting more marketing dollars, with particular strength in personal care, beauty, and tech advertising. Digital will drive audio growth in 2025, though it may lag behind overall media spend growth. Meanwhile, declining spend presents CAOs with potential deal opportunities. Read More AI Makes Podcasting Personal in 2025? Google NotebookLM and Spotify have partnered to create AI-generated personalized podcasts for Spotify 2024 Wrapped, leveraging Google’s NotebookLM technology. This development offers advertisers a new way to deliver targeted messaging within a highly personalized and captive listening experience. The collaboration also highlights the growing potential of AI to transform consumer and advertiser experiences in audio streaming. With this partnership, will 2025 be the year AI has a big impact on podcasting from personalized podcasts to personalized ads and more? Stay tuned to find out. Read More YouTube’s Podcast Plans for 2025 YouTube is experiencing significant growth in podcast consumption, driven by efforts to enhance audio content and user experiences across its main platform and YouTube Music. Plans for 2025 include improved discovery features, better in-car listening, and expanded integrations with Google services like Search and Assistant. For 2025, expect YouTube to continue as a dominant platform for podcast discovery and consumption. Although YouTube doesn’t have big ambitions in podcasting, it’s interesting to read that the platform is working to improve its ‘audio forward’ experience. Also, spoiler alert, still no plans for YouTube to allow creators to upload video via RSS. Read More #SaveTheLiveReads The Biggest Hidden Cost in Business The Focused podcast, hosted by David Sparks and Mike Schmitz, explores strategies and tools to help individuals improve productivity while staying true to their values and long-term goals. It’s no question that a show like this would be perfectly aligned with an advertiser “focused” on hiring the right candidates. In a recent ad for Indeed, the show highlighted the hiring platform’s ability to help save time and deliver quality candidates, addressing the “biggest hidden cost” of hiring the wrong person. By combining compelling statistics with their own personal experience, this read is a perfect example of executing Audiolytics™ Key Component #5: Substantiation while flawlessly aligning with the podcast’s productivity-focused theme. This advertiser/podcast connection is a match made in heaven. If you’re trying to find similar connections between your brand and the shows you sponsor, email us, we can help. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we’re taking a look back at the biggest trends that shaped audio in 2024. It’s an epic recap of a huge year for our industry. Dan Granger (CEO, Oxford Road) hosts: James Ingrassia – EVP, Client Service, Oxford Road Stew Redwine – VP Creative Services, Oxford Road Miranda Romano – SVP, Media, Oxford Road Neal Lucey – EVP, Strategy & Product, Oxford Road Conor Doyle – President, Oxford Road The team is talking: the Podcast Election, Big Money Deals, the Rise of Video, and so much more. Let’s dive in. “Anybody that tries to change what the audience wants is crazy.” – Dan Granger (CEO, Oxford Road) The Rise of Video  – We’ve spilled a lot of digital ink on YouTube and Spotify’s video push for good reason. Whether you think it’s good, bad, or a mix for podcasting, video’s influence is undeniable. We take the POV that video and audio support each other well, and even more importantly – the audience wants ultimately wins. It’s the audiences’ job to go where they want and a CAO’s job to meet ‘em there. Big Money Deals – 2024 saw a resurgence of 9-figure podcast deals, but instead of mainstream celebs scoring the BIG bucks, these deals favored podcast hosts for shows like; JRE, Call Her Daddy, Smartless, Armchair Expert, and New Heights. These investments were all about doubling down on proven consistent show performance. Recognizing the influence of top-rated podcast hosts was especially insightful given the outcome of November 5th. The Podcast Election US – Was any media more influential in the election than podcasts? Long-form interviews with trusted hosts broke through the media landscape. We think after the election, conversations around brand safety and politics are shifting, and prioritizing civil discourse is more important than ever. To fully grasp just how much our industry has changed in 2024 (and to prep for 2025) tune into the full episode below. Bonus! Grading our 2024 Predictions Last year, we made predictions on overarching industry trends and took swings on side predictions. So, how’d we do? Hits ✅ Growth – We predicted growth in listenership, business revenue, and content investment across the industry. Nailed it. Side Predictions Hits – Simulcast dominated, legal action was taken against a brand for a personal endorsement, brand safety tech solutions became a standard offering from podcast publishers, and most important, we changed our intro music for the Media Roundtable . Mixed Bag AI Harm – We thought AI would do more good than harm but it’s been even keeled. Misses ⛔ CPMs – We predicted declining CPMs for podcasts, radio, and streaming – it didn’t happen. While 2023 was a buyer’s market with networks desperate to get rid of inventory, in 2024, we saw sold-out shows and premiums on CPMs. CPMs have climbed, with averages reaching up to $30. Standard Definitions vs Chaos ‍ – We predicted chaos, and saw an effort for standardization. Of course, BIG fish like YouTube and Spotify have made it increasingly difficult to make a standard definition for the word “podcast” with their heavy push toward video. Side Prediction Misses – Pixel attribution didn’t decrease, Apple didn’t make a big acquisition in audio, and Taylor Swift didn’t make a podcast. (Apple, if you want to turn it around, feel free to greenlight the Swiftcast by 12/31). Worth noting, the group consensus hit rate was 65%, better than most individuals. Moral of the story? If you want to predict the future, average your bets together as a team. Or, just listen to Spencer Semonson who went 6 for 8. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds The Early Bird Gets the DR Worm Network: Gemini XIII / Monthly Downloads: 1M As previously mentioned, video has continued climbing in relevance within the audio space, so let’s highlight some video-only options that are open for your testing dollars. Our first is a true OG of the YouTube media landscape, hosted by multi-hyphenates Rhett & Link. Though this duo’s empire also includes their well-known Ear Biscuits podcast, most video lovers know them from their home platform endeavors. Rhett & Link also hold the distinct honor of being named the Second Most Influential Content Creators of 2024 by Rolling Stone. And, their microphones and blindfolds are on display at The Smithsonian National Museum of American History. Rhett & Link’s videos are a hotbed for DR advertisers seeking fresh shiny opps in the coming year, especially those who want brand safe content with squeaky clean hosts. If you want in on this breakfast, put on a bib, pull up a chair, and savor the link below. Get The Deal The Pick-Me’s Should Take Several Seats Network: Headgum /  Monthly Downloads: 50k For those looking to make the jump from influencer marketing to YouTube, small female creators often prove to be the linchpin. They’re often deeply honest, scathingly funny, and chronically online, easily building a small but fervent fan base, intent on showing brand loyalty. Maddie Dragsbaek has proven to be one such personality, having built a combined fan base of 300k just this year alone. Her content has resonated with Gen Z women who want blunt, focused feedback from a confident fashion baddie. In her most recent videos, Maddie has espoused the importance of being resilient, shared the obstacles of being plus-sized, and she’s given unabashed dating advice. Though still building her internet fame, Dragsbaek has enjoyed multiple sponsorships from strong DR advertisers looking for ‘best in market’ performance. If you want to connect with this niche, engaged audience, swipe right to the link below. Get The Deal In Case You Missed It “The Other” Spotify Wrapped Spotify Wrapped 2024 celebrated the year’s most notable moments in music, podcasts, and audiobooks. Key highlights included Taylor Swift as the most-streamed artist, The Joe Rogan Experience maintaining its position as the top podcast, and the rise of video podcasts. Rogan and video might get the headlines, but remember that Spotify, at its core, is a platform for streaming music. In fact, according to Edison Research, 74% of P13+ time spent with audio is devoted to music. Read More Exploding Topics Highlights Podcast Trends The podcasting industry in 2024 is shaped by significant trends including: Podcasters Find New Ways To Monetize: Podcasters use subscriptions (Patreon) and exclusive content platforms (Luminary) to diversify income; Live Podcasting Continues To Grow: Popularity grows, with 1 in 10 hosts opting for live shows, bolstered by platforms like Podbean and live events; Podcast Listeners Crave Learning: Podcasts increasingly serve as a learning tool, especially; Podcasting goes global: AI translation tools make podcasts accessible worldwide, expanding the audience beyond English speakers. There’s a lot of cool stats in this report. The use of search queries to show the growing interest in podcasting is especially interesting. Note to ourselves: Check out the OBSBOT webcam to improve how we show up on the Media Roundtable podcast. Read More Edison Research Shares Its Top 10 Edison Research’s Top 10 Findings of 2024 highlight major audio and media trends. Smart devices dominate, with 93% of Americans owning smartphones, smart TVs, or smart speakers. YouTube leads podcast listening platforms, while Spotify is now the top source for discovering new music. Podcast habits vary globally: UK listeners favor public transport, while US audiences prefer True Crime genres. Gen Z and Millennial Latino listeners often enjoy podcasts socially. Female sports fans actively engage with sports audio, and kids podcasts are increasingly popular. Streaming and podcasting are growing rapidly in time spent but AM/FM still leads with 36% of audio time. We might be a bit biased, but we’d add podcast monthly listening reaching 47% of P12+ as another key finding. Read More #SaveTheLiveReads Invisible Choir Sings Praises of MasterClass The Invisible Choir podcast, known for its gripping true-crime storytelling, highlights the benefits of MasterClass in a recent episode. This exceptional ad emphasizes the transformative lessons learned in former FBI hostage negotiator Chris Voss‘s course, which host Michael Ojibway finds invaluable in his everyday life. Praising the platform’s exceptional variety of topics, high production quality, and accessibility, Michael shares his experiences with writing and negotiation classes, underscoring how MasterClass stands out as a gift for learning and personal growth. But what puts teeth into this read is the Offer, showcasing MasterClass as the perfect holiday gift for friends and loved ones, providing a limited-time offer of up to 50% off for show listeners. Having a timely offer is the 6th key component in Oxford Road’s Audiolytics™ framework and will undoubtedly impact performance. For CAOs seeking better performance in ad campaigns, this is the way, especially during seasonal peaks like the holidays. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we’re bringing you another favorite CAO Summit session, all about Measurement. Giles Martin (EVP of Strategy & Insights, Oxford Road) takes the stageto share best practices on measurement with: Margaux Natiello, (Senior Manager, Partnerships, AG1) Brittany Clevenger, (Senior Director of Growth Marketing, BetterHelp) Rion Swartz, (VP, Brand Marketing, formerly with Constant Contact, Shutterstock, LegalZoom) Sidney Stephens, (Senior Marketing Manager, Offline, Tommy John) The team is talking: Your Best Option, Triangulation, Constant Improvement, and more. Let’s jump in. “I am trying constantly to look for any indication that something is working.” – Brittany Clevenger, (Senior Director of Growth Marketing, BetterHelp) Find your Best Fit – There’s not a single best approach that works for everyone, but there might still be a ‘best fit’ for you. If you have a robust pre-checkout survey like BetterHelp, slipping in a HDYHAU question works wonders. Plus, consider your offer. A tip from Margaux: if you switch up your offer frequently you’re better off with mass-generated promo codes and pixels than manually updating landing pages. Triangulation – Springboarding off the ‘no-best option,’ our CAOs don’t rely on a single source of truth either. They integrate at least three approaches together! When they all line up directionally, you gain confidence that you’re seeing things more clearly. When they don’t line up, you know you have some extra analysis to tackle. Never Stop – Most CAOs would agree: Whatever Brittany and BetterHelp are doing is clearly working. They’re continuously evolving their measurement program – they just started using pixels this year. Measurement doesn’t have a one time solution. It’s a constant journey of improvement. The closer you get to the truth, the more you can scale with confidence. For more measurement insights from our all-star CAOs, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Putting Down Some Roots Network: QCode Media / Monthly Downloads: 265k This week we have two new opportunities before the end of Q4 arrives. Eamon and Bec may be newbies to podcasting, but they’ve enjoyed remarkable success as YouTubers (1.3m followers) and entrepreneurs, having founded their Habit tea business. Their newest venture has them “getting to the root of what it means to be a human being”, interviewing guests and conversing on a myriad of personal topics. The hosts are most interested in discussing parenting, influencer culture, self-care, and mental health. This opportunity is well-suited for US based companies, and it’s even better for campaigns targeting Canada, since the hosts live in Toronto. For clients looking for a strong female demo of self-improvement minded individuals, this is a solid testing option. No need to uproot yourself to find a good deal, simply click the link below for more info. Get The Deal Reduce, Reuse, Recycle Network: Audioboom / Monthly Downloads: 10k Tech is a very strong category for DR clients, but finding options can be difficult this time of year. Have no fear, the YouTube channel Front Page Tech has launched an amazing podcast called Recycle Bin. Hosted by channel writer Brian Shoop and director Jon Prosser, the weekly sit-down show has them discussing new and exciting topics within the tech hemisphere. Whether they’re bantering about the newest Apple update, the rollout of a failed start-up, or the development of a wonky app, they remain open-minded, engaging, and thoughtful in their approach. While their YouTube channel is straight to camera with educational commentary, this podcast proves to be an open dialogue with their fans. Many advertisers are already finding success testing them during Q4, and we believe others are readily placing their annual orders. This isn’t trash, it’s treasure, and you can get in on the goods too by exploring the link below. Get The Deal In Case You Missed It Steven Goldstein Breaks Down Audio in 2024 Steven Goldstein, Founder & CEO of Amplifi Media, states in his blog that for the audio industry, 2024 has been a year of transformation, marked by innovation and challenges. Podcasting experienced a cultural breakthrough, with the 2024 political cycle dubbed ‘The Podcast Election’ due to its influence. Platforms like YouTube gained dominance while Spotify intensified its focus on video podcasts. Legacy radio faced financial struggles. Public Radio and SiriusXM adapted, exploring subscriptions and new formats. AI-driven tools and audiobooks emerged as areas of growth. Despite hurdles, the sector showcased resilience and evolution, paving the way for further reinvention in 2025. CAOs, if you want a rundown of the big developments in audio circa 2024, start here. Goldstein does a great job breaking down key trends. Read More New York Magazine’s Must Read on the Rise of Video in Podcasting Podcasting has transformed from an audio-centric medium to a video-driven industry, with YouTube becoming the top platform for podcast consumption, especially among Gen Z. This shift, fueled by TikTok’s influence and the rise of short-video formats like YouTube Shorts, has made podcasts more visual and viral. Highlights and clips have become powerful tools for marketing and audience growth, driving listeners from social media to platforms like YouTube. However, as podcasters increasingly rely on centralized platforms like YouTube and Spotify, they risk losing the independence that once defined their medium, thus becoming more like influencers, subject to platform algorithms and policies. Read this article for an interesting perspective on the growth of video in podcasting. Read More In-car Audio Goes Mobile Edison Research highlights the growing trend of in-car listening on mobile phones. Since 2014, the share of in-car audio listeners using mobile devices has nearly doubled, reaching 29% of Americans aged 13+. Streaming music dominates in-car phone audio, accounting for 53% of listening time, followed by podcasts (17%), owned music (14%), and YouTube (9%). Audiobooks make up 4%, while SiriusXM and AM/FM streams are minimal. CAOs, audio is increasingly mobile. According to Edison Research’s Share of Ear study, mobile devices are now the top platform for audio consumption, with their share growing significantly in-car. If Oxford Road’s The Bonfire of Vanity URLs white paper didn’t already convince marketers to move away from vanity URLs, the rise of on-the-go audio consumption should. Read More #SaveTheLiveReads Saving The Family Farm Human Events Daily, with host Jack Posobiec, is a podcast that covers a wide range of current events focusing on political and cultural issues, including the topic of saving American Farms. Thus, we targeted the show as a Q4 test for our advertiser Moink, whose main mission is to save the family farm. While the performance data is yet to be fully revealed (this show dropped last week), based on this first read, we’re expecting a major win for the family farm. Jack does an amazing job in his set up of Moink’s core mission, explaining how he’s aligned, while giving his listeners a way to join the united movement. This pairing is a testament to Oxford Road‘s Media and Account teams working together to find influencers who are completely aligned with the advertiser’s values and goals. If you’d like to see what this kind of synergy can do for your podcast campaign, let’s chat! It’s easy, just email us HERE. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we’re taking a deep dive into the future of podcasts – our dreams, fears, and the unknown. Dan Granger (CEO, Oxford Road) hosts fellow audio experts Spencer Semonson (Media Supervisor, Oxford Road), Stew Redwine (VP Creative Services, Oxford Road), Ricardo Martinez (VP Client Services, Oxford Road), and James Cridland (editor of Podnews and Podcast Business Journal). The team is talking: research gems, Spotify’s video push, podcast’s identity crisis and more. Let’s dive in. “For me, it’s like being on the Titanic, and somebody’s saying, ‘Oh, look, that iceberg looks nice. Let’s go over there.” – James Cridland (editor, Podnews and Podcast Business Journal) Listen and Type ⌨️ – First, some good news for CAOs with attribution anxiety. New Veritonic research shows 57% of podcast ad listeners visit a brand’s website after hearing a podcast ad. So even when listeners aren’t following the exact instructions (Vanity URL? Skip.) the podcast’s effectiveness means the message is still getting through. Spotify’s Big Moves – ICYMI, Spotify announced some big changes prioritizing video in podcasts, hoping to pull video podcast subscribers from YouTube. It’s hard to know all the effects these shifts could have right now, but James believes podcasts are “something for your ears when your eyes are busy.” Giving up the audio advantage of podcasting doesn’t sound like a great future. Podscribe’s New Research – Podscribe just released a new benchmark report filled with insights, and our team loved sifting through it. Some highlights: Podcast ads increase brand lift over streaming music ads by almost 2x. Smaller brands see higher benefits, with a 62% brand lift compared to 16% for megabrands. Midroll ads and episodic buys outperform other formats. Host-read and longer ads convert best. For these nuggets of wisdom and more, view highlights of the new report here. For a deeper dive into the future of podcast with some of the wisest audio minds in the industry, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds There’s No Place Like Home Network: Acast / Monthly Downloads: 200k / Current Civility Score: 97, HIGH During this week of gratitude, thankfulness and appreciation, many folks are mirroring those sentiments in their audio listening choices. Our first selection comes from the UK, and has been climbing the Health & Fitness charts slowly but steadily. Host Fearne Cotton began her career in children’s broadcasts for the BBC, eventually pivoting to trending reality shows. In her Happy Place podcast with Acast, she spends each episode with her guests talking through the trials and tribulations in their lives, to discover how they found their happy place. It’s the perfect podcast for those who love shows about support, and who also want to be more supportive of friends and family. This is a great offering for those with an older female demo interested in self-care. If you’re happy and you know it, click below. Get The Deal Over the River and Through the Wood Network: NPR / Monthly Downloads: 1.9m / Current Civility Score: 99, HIGH Life Kit is a podcast striving to give listeners tools for success wherever they want to do better. Whether you want to traverse the dangerously confusing world of health insurance, learn how to refinance your mortgage, or cook a Thanksgiving turkey, Life Kit’s got you covered. They even touch on more nuanced topics like; climate anxiety, co-dependence in romantic relationships, and finding joy in the little things. Thanks to their diverse subject matter, this show claims widespread appeal with a varied audience of both younger and older adults. It’s also one of the few podcasts with a valuable back catalog, so listeners can easily search for specific archived episodes. Life Kit has amassed many longtime DR advertisers, especially those seeking lifelong learners with a higher household income. That’s life, and like all the people say, follow the link below, and you won’t be shot down in May. Get The Deal In Case You Missed It Audacy Enhances Ad Creativity Matt Casey‘s Ad Age article explores the evolution of podcast advertising over two decades, showcasing innovative strategies that redefine creativity. For example, Tenderfoot’s “Up and Vanished” podcast integrated Liquid I.V. ads into its narrative, enhancing authenticity. Audacy’s Enhanced Video Units combine host reads with animation and QR codes for dynamic engagement. Other examples include Wasabi Hot Cloud Storage‘s interactive baseball segments and Metro by T-Mobile‘s social media-integrated call-ins. While this article in Ad Age is more of an advertorial from Audacy, it still offers valuable examples for marketers to consider when looking to make their ads more engaging for audiences. Read More Local Advertisers Slow to Jump on Podcast Train Borrell Associates‘ latest research provides insights into what local advertisers are thinking. Local podcasting is gaining traction, with 58% of small and medium-sized businesses (SMBs) listening to a podcast in the past month and 24% tuning into local shows. However, only 17% of local advertisers have invested in podcast ads, with mixed perceptions of their effectiveness. While 11% found podcast ads “very effective,” 48% deemed them only “slightly” impactful. This is interesting. While SMBs are avid podcast listeners—and we know this well, given how many of our clients target this audience—they’re not yet significant advertisers in the space. We expect this to change as the podcasting industry matures, more local podcasts are created, and local targeting capabilities become more sophisticated. Read More Spotify Sunsets Listener Support Program Effective January 2, 2025, Spotify for Creators is discontinuing its US-only Listener Support program, which allows fans to pledge recurring payments to support shows. Spotify says the decision aims to focus on more impactful creator tools and scalable monetization solutions. Existing subscriber payments will be automatically canceled, and subscribers will be notified in advance. Creators can still access their Listener Support earnings via Stripe. Other monetization options remain unaffected, and Spotify plans to enhance these offerings. With Spotify’s recent announcements about video and the discontinuation of its listener support program, the platform is aggressively reshaping the rules of podcasting. Read their announcement to see how Spotify frames this as a positive development for creators. Read More #SaveTheLiveReads It’s Me Tinx, Fasting Mimicker Christina Najjar, also known as “Tinx,” began posting on TikTok during the COVID-19 pandemic.  She’s dubbed herself as “TikTok’s older sister” thanks to her advice about relationships and mental health. Tinx shares candid advice, personal stories, and her unique perspective on life, relationships, and pop culture. And when your big sister has advice, you listen. This is why her ad for ProLon is so impactful. Tinx takes lean copy points and nourishes them with her unique perspective on how and why she uses ProLon to “restart” her body. Identifying hosts that can take your copy and make it sing, plus do it with such authenticity is a true gift. If you’re looking for a host that “gets it”, look no further than Tinx. Listen Here Contact us for a Consultation  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!

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 10 – “Congruent Cues.” Stew Redwine (VP Creative Services, Oxford Road) welcomes Chelsea Campbell (Group Creative Director, Studio Resonate – SiriusXM’s in-house audio agency) to discuss the science of persuasive audio advertising as well as this month’s top spenders in audio. We’re talking the Magic of Audio, Bacon vs Rain, and Missed Audio Opportunities. Let’s dive in. “As important, if not more important, than the individual assets themselves, is the brand’s commitment to using them over time.” – Chelsea Campbell, (Group Creative Director, SiriusXM’sStudio Resonate) ️ Get More Done (or Don’t) – The Home Depot mastered their congruent cues to form a cohesive chorus throughout all of their audio. To prove how powerful congruence is, Chelsea presents the anti-Home Depot spot which (hilariously) totally misses the mark. Psychoacoustics & Priming – Subtle sound choices can trick our brains, creating memorable moments. That soothing sound of rain can morph into sizzling bacon like a flash in the pan, with just a word. CAOs, are you priming your audience to listen, or to tune out? Audio Brand Identity – We break down recent ads from T-Mobile and Progressive, exploring why some brands hit the mark on congruence and others, even if they’re bringing an identifiable sonic brand to the table, don’t execute with excellence. Wondercraft Returns – A few weeks ago, we threw down a creative challenge for Oskar Serrander (Co-Founder/CEO, Wondercraft): Use Wondercraft to reimagine a flat Toyota ad. And for the record, he did not disappoint. To unlock the power of audio (and never hear bacon and rain the same way again) tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds GRWM for an OOTD ASAP Network: Adlarge / Monthly Downloads: 25k More than ever, twenty-something-year-old women are looking to their internet big sisters for expertise, knowledge, and experience. Anna Kai is the ultimate girls’ girl, having built an impressive 2.7m followers organically, just by talking through the hard-learned lessons from her youth. She’s now a full-fledged influencer and newly crowned podcast host who interviews like-minded guests. Anna easily sets herself apart from the current slate of influencer-hosted podcasts, by speaking on complex and emotional topics related to self-love, lack of diversity in the beauty space, relationships, and self-improvement. Not only does Anna tout extensive empathy, she’s also an impressive makeup artist, former blogger, and interior decorator. Anna’s guests are a mix of podcasters, like; Lindsey Metselaar and Violet Benson, as well as influencers and reality show celebs. You don’t need to wear a highlighter to be a shiny CAO superstar, simply indulge below for more. Get The Deal The Whole Nine Yards Network: The Roost / Monthly Downloads: 450k /Current Civility Score: 66, MEDIUM At times, it seems like these hosts don’t even know they’re being recorded. Nothing about Ludwig Ahgren, Nick “Envy” Vercillo, Anthony “Slime” Bruno, and Aiden “Calvin” McCaig has ever felt staged, and if you love crass, juvenile, and always ridiculous humor, this podcast is for you. The hosts are well-known in the world of esports, YouTube, and Twitch. Though their episodes are often filled with non-sequiturs, toilet humor, and off-the-cuff insults, they speak with resolve and authority. They’ve built a huge fan base over the past several years, thanks to an impressive guest list and cross-platform promotion. Though not the most brand-safe choice at times, The Yard has done exceptionally well for a myriad of DR advertisers looking to reach Gen Z and Millennial men. Now get off my lawn and get over to the link below for more. Get The Deal In Case You Missed It Spotify Makes a Splash The Podcast Business Journal and other notable sources attended Spotify’s recent event in Los Angeles where the publisher showcased its evolving creator tools, now rebranded as “Spotify for Creators”. Key announcements included a new “Spotify Partner Program”, offering programmatic ads for podcasts and a revenue model tied to Premium subscriptions for video content. The event emphasized Spotify’s push beyond audio. Spotify is the undisputed leader among audio-focused publishers, making it essential to follow their latest developments. These moves signal where they see the market heading: an evolving definition of podcasting, a growing emphasis on video, yet firmly grounded in audio. Read More Amazon Music Calls an Audible Amazon Music’s unlimited subscribers in the US, UK, and Canada can now listen to one Audible title for free each month (any length). This new offering, featuring premium audiobooks including originals and exclusives like “Project Hail Mary” and “1984,” enhances Amazon Music’s position as a leading audio entertainment platform. Subscribers can continue listening past billing cycles or opt for additional Audible plans for more titles. Audiobook consumption is on the rise, and now even more accessible to listeners. If the format embraces advertising, it could offer marketers a new way to connect with highly engaged audiences. Read More Pew Research Sheds Light on News Influencers A Pew Research Center “America’s News Influencers” report reveals that one in three (34%) of news influencers share content through podcasts. 49% of YouTube news influencers also host a podcast, compared to 44% on Facebook and 43% on Instagram. TikTok and X/Twitter influencers are less likely to host podcasts, although Pew says 37% of both platforms host a podcast. One in five US adults regularly gets news from social media influencers, with 65% saying they help to better understand current events. The lines between influencers, podcast hosts, and creators are often blurred, but one thing is clear: they excel at engaging audiences across multiple formats. For marketers, this creates exciting opportunities—but also demands agility to adapt to formats ranging from audio to video and beyond. Read More #SaveTheLiveReads Like Having Mom Book Your Dr. Appointment Exes and O’s with Shannon Beveridge is a cozy podcast that dives into relationships, intimacy, and breakups with Shannon’s relatable charm and her influential guests. In a recent episode Shannon spoke to her highly-engaged audience about how easy it was to book a doctor’s appointment with our advertiser, ZocDoc. She shares how booking appointments with a doctor is one of the hardest ‘adulting’ things to do, and how ZocDoc makes the process as easy as having her mom (who worked in healthcare) do it for her. For the uninitiated, this show blends humor, depth, and audience interaction. It feels like a heartfelt chat among friends, which is why Exes and O’s ad reads feel so personal. While this particular read hits several of our Audiolytics™ Key Components, it nails the value proposition in a way few reads can deliver Listen Here Contact us for a Consultation  OXFORd In The News LA Business Journal Talks About Oxford Road/VeritoneOne Regular readers of The Influencer already know, but for lighter readers, our own, Oxford Road is merging with Veritone One, backed by Insignia Capital Group, to form what we aim to be — the largest podcast and creator-led media agency on the planet. Leveraging Oxford Road’s expertise and Veritone One’s tech platform, the promise is to redefine audio and creator-focused advertising. With no layoffs, and plans to expand, this bold move sets the stage for innovation in digital marketing. Read More An Elf, Wet Bandits & A Podcast Star, Oh My! This one happened a couple of weeks ago, but deserves its day in The Influencer, if for no other reason, you’ve just gotta see the costumes. In the spirit of Halloween, Podcast Advertising Playbook features Stew Redwine, (Vice President of Creative Services, Oxford Road) and Oskar Serrander, (Co-Founder & CEO, Wondercraft) ‘in costume’ on the show to discuss all things AI and the Art of Persuasion! Costumes aside, this one is mandatory listening for CAOs looking to up their creative game. Read More 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!

The Media Roundtable is back! We recently welcomed dozens of Chief Audio Officers for an Attribution Forum at Audacy’s SoundSpace in Soho, NYC. ICYMI, we’re sharing highlights and wisdom straight from the CAOs. Giles Martin, (EVP of Strategy & Insights, Oxford Road) hosts James Ingrassia (EVP, Client Service, Oxford Road), Emmy Jadoff, (Senior Manager of Integrated Media, HelloFresh), and Shane Pittson, (Founder, So&So) for a deep dive into attribution. The team is talking: MMMs, Radio Measurement, Pixels, and more. Let’s jump in. “Whether it’s an MMM or even a pixel-based model, it’s a view of the world that’s created through the math, but it’s not the truth. It’s not reality. It’s giving you an estimate.” – Giles Martin, (EVP of Strategy & Insights, Oxford Road) Get in the Mix – MMMs can be wildly helpful (one CAO’s anecdote showed podcast’s impact was 5x bigger than they thought). The problem? It’s not the end all, be all. One recommendation: if you’re using an MMM, advocate to be involved in the overall process. The MMM is only as good as its inputs – your expertise is a key part. Next Level Radio – One tactic that got a lotta love? Geo holdouts. But as with any attribution, details make the difference. Instead of picking random pairs, look for closely correlated markets (and control for seasonal/regional impact). There are 3rd party partners available for this – and possibly your Data Science team if you’re lucky. Whatever the attribution challenges may be, we go further when we go together. Pixel – Pixels: they don’t solve everything, but they can sure point you in the right direction. Caveats abound (better for website traffic than foot traffic, YouTube is an issue, etc). Since we still don’t have perfect solutions, one approach might be: which two solutions give you a complete enough picture for you to make better decisions (Pixel and survey is a dynamic duo snagging a recommendation). As British Statistician George E. P. Box said; “All models are wrong, but some are useful.” To get the most out of your approach to attribution, tune into the full episode linked below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds New Year New You Network: Young and Profiting / Monthly Downloads: 100k / Current Civility Score: 99, HIGH If you’re not locking in your 2025 podcasts yet, you’re late to the party; but fear not. The Influencer has you covered with podcasts sure to strike a chord with listeners seeking to improve themselves on their next journey around the sun. Our first offering comes from Trent Shelton, former NFL wide receiver, turned motivational speaker. From the self-improvement powerhouse network, Young and Profiting, The Trent Shelton Podcast is like a pep talk from that friend who keeps it real and leaves the sugar coated stuff at home in the pantry. Trent doesn’t just preach to the choir — he gets right up in your business, tackling life’s touchdowns and hurdles, as if he’s coaching you from the sidelines. And while some self-help podcasts may feel like they originate from a dusty playbook, Trent’s got fresh energy, like he thought of the advice in real-time. With a 99% Civility Score, and an all-star team of top performing successful advertisers, if you haven’t already tested this show, it’s time to get into the game. Get The Deal Where Productivity Meets Glamour Network: Cake Media / Monthly Downloads: 35k / Current Civility Score: 100, HIGH While this week’s first offering caters more to male jocks, our next resolution solution is more suited for a female skew. Listening to Cake Media’s Busy, Yet Pretty is like having a nightcap chat with your stylish, high-achiever bestie who somehow balances a calendar full of deadlines with an effortlessly chic wardrobe. The podcast is equal parts inspiration and self-care, dishing out everything from productivity hacks to beauty tips. Host Jadyn Hailey knows what it’s like to juggle a jam-packed schedule — and she’s got the inside scoop on how to do it all without losing her glow. Listeners finish each episode ready to conquer their goals with a to-do list in one hand and a vanilla chai latte in the other — because, yes, you really can have it all, girlfriend! Just click the link below for the deets. Get The Deal In Case You Missed It Tom Webster’s Perspective on Audio and Video in Podcasting Tom Webster of Sounds Profitable explores “Audio Primes” and “Video Primes,” podcast listeners who consume over 75% of their content via audio or video. While demographically similar, they differ in behavior. Webster argues YouTube’s role as a leading podcast platform underscores its dual function for audio and video consumption. Instead of focusing solely on converting audio to video, creators should recognize YouTube’s unique strengths as a podcast app. YouTube has firmly established itself in podcasting, changing how audiences consume content. Webster advises not to get too hung up on audio vs video — a point we agree with. He highlights that context and mood often guide consumption, and we’d add that the available device and activity matter too. Good luck multitasking while watching a video podcast! Read More Creators, Influencers, and Makers — Oh My! Antoinette Siu of Digiday highlights how the ad industry is redefining the terms “creator” and “influencer” as content creation has shifted beyond traditional social media posts. Becky Owen, CMO of Billion Dollar Boy, suggests three categories: influencers, who share personal experiences to engage audiences; creators, who blend personal branding with production expertise; and makers, who manage virtual influencers using AI and avatars. (Don’t forget the people who make the physical products!) CAOs, if you’re struggling to distinguish between influencers and creators, you’re not alone. This article helps unpack the nuances. Note, we categorize podcast hosts and radio show hosts as creators. Read More Indeed, it was the Podcast Election Ashley Carman‘s Bloomberg Soundbite newsletter highlights election night — Tucker Carlson hosted a YouTube and X livestream from Mar-a-Lago, featuring Trump insiders exemplifying the shift from traditional cable network news to podcasts and livestreams. The mega MAGA influencer event highlighted podcasts’ increasing role in political influence, with Carlson’s show and others, like The Daily Wire and Patrick Bet-David’s PBD Podcast, engaging millions. Podcasts are expected to play an even bigger role in future elections, with Joe Rogan receiving more requests for his blessing. The Podcast Election extended right into actual election night coverage, with Carman doing a great job breaking down how podcasting’s impact on the election played out across digital platforms. Read More #SaveTheLiveReads Lookin’ Good in Snake Skin Boots The Snake Pit Podcast slithers right into the crevasse of wild conversations with real talk, covering everything from big laughs to unexpected bouts from the classic days of WWE and beyond the ring. Similar to how host Jake ‘The Snake’ Roberts obliterated opponents with his classic DDT move, his show absolutely crushes the live reads too. This show has a knack for turning the usual “blah-blah-blah” ad breaks into something entertaining, often with a dash of humor that leaves you wondering, “Hey, did I actually just ENJOY that ad?” Such is the case with this featured read for Tecovas Boots. The host shares tales of strutting around Pittsburgh in his new Tecovas Boots that “look and feel amazing”. His personable delivery makes every listener want to try on a pair of Tecovas for themselves. But this kind of personal endorsement doesn’t come easy; it takes savvy media planning, proper onboarding, and a script that provides just enough room to let the host lead the way–Union of the Snake. Listen Here Contact us for a Consultation  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!

This week’s MRT episode was recorded Monday, but with podcast hosts like Theo Von and “the mighty and powerful Joe Rogan” being called out from the stage during President Re-elect Donald Trump’s acceptance speech last night, our conversation about the impact of audio (podcast in particular) in the 2024 election is even more poignant than we could have anticipated. Politicians have finally learned what savvy CAOs have known for years: podcast works! That said, we invite you to dive into this week’s MRT episode, “Podcast Election” – Audio’s Role in Politics. Buckle up–it’s going to be a ride… Dan Granger, (CEO of Oxford Road) hosts Kraig Kitchin, (Senior Strategic Advisor for Oxford Road & Bonafide Audio Legend), Neal Lucey (EVP of Strategy & Product, Oxford Road), and Tess Ryan, (Associate Media Director, Oxford Road) to understand how audio shaped the 2024 election, while also taking a look at the future. The team is talking: the “Podcast Election”, unlocking audio budgets, civility, and more. Let’s dive deeper. “There is room in America for civility. Honest to goodness conversation – an exchange of ideas without having to insult individuals.” Kraig Kitchin, (Senior Strategic Advisor for Oxford Road & Bonafide Audio Legend) The Podcast Election ️– Since 2016, the number of podcast listeners has more than doubled – now at 135M monthly (Edison Research). In a fragmented and frantic media landscape, being able to reach that magnitude of the electorate in a friendly, long-form environment is invaluable. More Money Next Time? – While both campaigns put extensive effort into reaching podcast audiences using the power of guest spots, audio ad dollars were minimal (2% budget for Harris and less than 1% for Trump). Note to future campaign managers, may we suggest joining our CAO Club? Civility, Civility, Civility – We all witnessed how uncivil remarks can shape a campaign. We may sound like a broken record now, but civility matters (requisite plug for our partner Seekr’s Civility Score). For those looking to support civil political content going forward, tune in for a peek at some of our Civility All-Stars. Whatever your perceptions may be, and however you’re feeling right now, there’s no denying that audio was a key player in shaping this election–and many to come. For more insights, tune into our full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Load the Glass Cannon Network: Glassbox Media / Monthly Downloads: 50k / Current Civility Score: 92, HIGH For many advertisers, annual planning is in full swing. This week, we have two classifieds highlighting core shows that are still open for anyone to test. Our first comes from Glassbox Media and resides in the quickly growing Leisure sub-genre of D&D. The show is hosted by Barbara Dunkelman, Chris Demarais, Blaine Gibson, and Jon Risinger, set in the fantasy world of Grotethe, built of well-known fantasy tropes and horror staples like vampires, ghosts, and monsters. The structural plotline also includes a whodunit murder mystery. Dungeon Master Gus Sorola weaves the storylines across multiple campaigns in this long-running series. Advertisers seeking a male skew that prioritizes convenience and is obsessed with internet culture would be best suited for this opportunity. Tales from the Stinky Dragon can also accommodate feed drops. You don’t need a dragon’s hoard to test, just click below and we’ll tell you more. Get The Deal Champagne and Chit Chat Network: Kafen8 / Monthly Downloads: 12k /Current Civility Score: 84, HIGH Bravo reality TV has brought joy to lovers of mess for decades. And Cocktails and Gossip co-hosts B & Amanda have been along for the ride since launching their Instagram account @BravoandCocktails. Their social page is a mix of Bravo-related news, gossip, and blind items, along with a personable touch that only the two creators can provide. The twosome have built a loyal fanbase of invested listeners who like to hear their POV about every episode of Real Housewives, its spinoffs, and the newest generation of reality TV. You can join them weekly for discussions on their lives as insiders, along with their undying love for white refrigerators, Sprinter Vans, and iconic taglines. The show has done exceptionally well for DTC advertisers targeting women, especially beauty brands. Kick back with a cosmo for some hot goss by indulging the link below. Get The Deal In Case You Missed It The Election Boosts Political Podcasts Triton Digital’s September 2024 U.S. Podcast Ranker, with insights from Signal Hill Insights, highlights a 28% rise in political podcast downloads amid the U.S. election season. Democrat-leaning podcasts dominate, though they saw a slight decline from 58% to 56% of total downloads while Republican-leaning podcasts increased from 23% to 28%. Political podcast listeners tend to be older, affluent, and highly educated. A phenomenon seen with cable news has now extended to podcasts: During a presidential election, political content draws increased audiences. This increase highlights the impact of podcasts on the 2024 election. Read More Podtrac Launches International Podcast Rankings Podtrac has launched a podcast tracker in 30 countries, including the UK. The tracker combines downloads with estimated data for publishers who opt-in, similar to its U.S. methodology. Adam Bowie explains that Podtrac’s methodologies for UK charts include a mix of downloads and estimated downloads. Comparisons with Edison Research show discrepancies, with some popular podcasts ranking unexpectedly low on Podtrac, such as; “The Diary of a CEO” at 80 and “Crime Junkie” at 93, while less expected shows are ranked higher. While numerous podcast rankings exist, Spotify’s decision to sunset Chartable leaves a potential gap, particularly for marketers expanding into international markets. Podtrac’s new offering steps in to meet this need. Read More ‘I Use It, and So Should You’ Ads Better Be Authentic New Federal Trade Commission (FTC) regulations target deceptive advertising, focusing on fake endorsements and undisclosed influencer partnerships, with penalties of up to $43,792 per violation. Effective October 14, 2024, these rules caught many brands off-guard due to rapid implementation and limited public awareness. The FTC aims to enforce transparency across digital marketing, especially influencer ads, to protect consumers from deceptive practices. The FTCs new regulations are aimed primarily at influencer marketing, which is expected to surpass $8 billion according to eMarketer estimates. However, the regulations also apply to audio – namely podcast and radio host endorsements. Marketers, it is important to be aware of these new FTC regulations as brands may be subject to fines for inauthentic endorsements. Read More #SaveTheLiveReads Email to Ecomm, ‘The Tech Guy’ Knows Personal Endorsement Matching a brand to a proper endorsement can be challenging. If a particular host hasn’t used a product or service themselves, how can they give their stamp of approval? Dealing with a pro like Leo Laporte (The Tech Guy) it’s as easy as turning to those you know best. When scoping out a partnership between Shopify and the This Week in Tech podcast, Leo shared that his son had set up shop on the e-commerce platform and decided to share his son’s experience in his ads. The result is as good, if not better than 99% of personal endorsements in the space. We need to talk if you’re missing out on uncovering the hidden connections between your brand and the hosts who endorse you. Click below to learn more. Listen Here Contact us for a Consultation  OXFORd In The News David Defeats Goliath You’ve heard of the story of David and Goliath, where the smaller ‘Davey’ took out the giant, Goliath. The Davey Awards is the largest and most prestigious competition exclusively for the “Davids” of creativity. Oxford Road’s own Stew Redwine (VP, Creative Services, Oxford Road) just received eight 2024 ‘Davey’ awards for his work on the (now award-winning and often featured in this newsletter) show Ad Infinitum. If inclined, join us in congratulating Stew and the team for their achievement on Stew’s recent LinkedIn post about the win. Read More 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!

The Media Roundtable is back! This week we’re bringing you one of our many favorite chats from Oxford Road’s 2024 CAO Summit: “Permission to Laugh.” Jenna Weiss-Berman (Co-Founder & Co-CEO, Pineapple Street Media and EVP, Head of Podcasts, Audacy) hosts a fireside chat with SNL comedy legends and longtime friends Dana Carvey (Wayne’s World, The Dana Carvey Show) and David Spade (Tommy Boy, Just Shoot Me), fresh off their hit podcasts Fly on the Wall and Superfly. We’re diving into: why stars make podcasts, the power of comedy, and 8-minute ad reads. Let’s jump in. “We took on the stance of being on the side of our sponsors, embracing them and their dreams.” Dana Carvey (Comedy Legend, Co-Host of Fly on the Wall) Why Podcasts – Carvey and Spade enjoy massive success in television and film, but podcasts are something extra special. There’s nowhere else you can capture intimate riffing with friends and send it out to billions. This chat nails the pure joy of podcasts–hanging out with your famous, hilarious friends. Plus, as Spade says, “It’s a niche business with three million podcasts, so it feels like there’s room.” Why Comedy? – Some podcasts solve crimes–others leave you doubled over with laughter. Both use a deep host connection with the audience that brands should value. Plus, the improv skills of hosts like Spade and Carvey transform brand talking points to break through the noise. Speaking of which… 8-Minute Ads – What’s more impressive: Fly on the Wall having 8-minute ad reads, or that they’re actually great to listen to? For all their joking around, as pitchmen, Spade and Carvey take their jobs seriously (hear their authentic/self-deprecating pitch for MasterClass as proof). To bask in the decades-long friendship between these two comedy icons, listen to the full episode in the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Instructions Not Included Network: Crooked Media / Monthly Downloads: 50k ICYDK,  there’s a pretty major election next week. We here at The Influencer want to be sure you’re well equipped with two solid podcasts to binge for proper election prep. Our first selection is Assembly Required,a newly premiered opportunity from Crooked Media. Stacey Abrams, a monumentally important trailblazer, politician, and well-respected activist, hosts weekly episodes covering a wide array of topics that impact our daily lives. Whether she’s sitting down with media figures like Levar Burton and Bryan Cranston, or educating listeners, Abrams speaks authoritatively and empathetically. Recent episodes have touched on reproductive rights, technology, voting rights, and much more. Since its premiere, multiple advertisers have tested this solidly civil offering. Advertisers targeting women are seeing the highest success. If you don’t mind rolling up your sleeves for some DIY, grab your toolkit and click below for more. Get The Deal Drinks are on the House Network: Radio America / Monthly Downloads: 30k / Current Civility Score: 84, HIGH For those who’ve been buying DR audio for a hot minute, this title is all-too familiar. This long running political podcast is currently housed under the Radio America banner, still flourishing, even 1000+ episodes in. Hosted by Jim Geraghty and Greg Corombos, 3 Martini Lunch covers newsworthy recent events, politics, and punditry from a conservative perspective. Ahead of the US presidential election, topics have consistently revolved around the candidates, their vice presidential picks, and both political parties’ strategies for the future of our country. Though the show covers incendiary and often uncomfortable topics of conversation, it’s often classified as highly civil, and it’s a great starting point for those inching into political fare. Historically this has been a great option for DTC brands looking to reach older individuals with higher household income. If you’d like a piece of the action, just indulge in the link below. Get The Deal In Case You Missed It Rogan + Trump = NFL-sized Audience Donald Trump’s three-hour interview on The Joe Rogan Experience has become the show’s most viral episode, gaining over 33 million YouTube views within two days. During the three-hour conversation, Trump discussed a range of topics, including tax reform, campaign strategy, past mistakes, political issues, and false claims about the 2020 election. The episode has now reached 40 million views on YouTube alone. Add to that the listens on Spotify, Apple Podcasts, and other platforms, and you’ve got an undeniably huge audience. To put it in perspective, an NFL game typically averages around 18 million viewers. If you think podcasting can’t reach mass audiences, think again. Read More AdsWizz’s New Targeting Solution AdsWizz has partnered with behavioral intelligence company NumberEight to enhance podcast advertising using ID-less data and behavioral insights. This collaboration aims to enable advertisers to deliver highly targeted, privacy-compliant ads that improve audience engagement. Both companies emphasize the importance of balancing precision and privacy in advertising, aiming to set a new standard for effective audience targeting while adhering to evolving privacy regulations. We might be skeptical of targeting in podcasting and streaming—untargeted buys often perform better. That said, AdsWizz’s privacy-compliant targeting solution is worth considering. Just keep an eye on the premiums associated with targeting. Read More Veritonic Seeks to Make Brand Lift Measurement Easier Veritonic has enhanced its Brand Lift Solution, streamlining the setup of pixel-based and prefix-URL studies. New features include a templated questionnaire for easy study setup and audience profiling, allowing greater self-serve management. These updates aim to deliver a user-centric experience, empowering teams to gain insights and optimize campaigns efficiently. Veritonic and Signal Hill Insights are two leaders in providing brand lift solutions for audio advertisers. CAOs, if you’re looking to understand the upper-funnel impact of your advertising, we recommend including brand lift studies as part of your measurement strategy. These insights can help demonstrate how well your audio ads are driving awareness and perception shifts among your target audience. Read More #SaveTheLiveReads Nothing Chaotic About Chrissy Chaos and ProLon When putting together a media plan, it’s wise to start by matching advertisers to the right audience. But when a show host happens to be an expert in the field your brand is targeting; that’s where the magic happens! In this recent #STLR ad for ProLon, Chrissy Chaos podcast host, Chris Distefano lays out why he loves this brand in a way the uninitiated could never accomplish.  Chris talks about his struggles with fasting in the past and shares how ProLon’s ‘5 Day Fasting Mimicking Diet’ is helping him reach his goals without starving himself and feeling hungry all the time. It’s no wonder this show is locking in as one of the top performers for this client overall. These connections between the brand and host are nourished during the onboarding process. CAOs,  if you’re not doing proper onboarding with your hosts – you’re missing out on the magic. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week, we’re making waves in the podcasting world with a groundbreaking announcement that’s set to reshape the industry. If you haven’t heard, Oxford Road and Veritone One, under Insignia Capital Group, plan to join forces to form the world’s largest podcast and creator-based video agency. Starting immediately, Oxford Road’s CEO & Founder, Dan Granger, will lead both organizations. So with an eye to the future, Dan Granger (CEO, Oxford Road & Veritone One) sat down with Conor Doyle, (President, Veritone One) and Bryan Barletta (Founder & Partner, Sound Profitable) to talk through the big deal and why it’s such a big deal. The excitement in the room is palpable as Conor and Dan go from competitors to collaborators. They’re talking value-alignment, industry impact, and how it’ll help CAOs. Let’s dig in. “Brands haven’t really had a collective voice. And they’re the ones paying everybody’s bills. They should be at the top of the food chain.” – Dan Granger (CEO, Oxford Road & Veritone One) Values are Everything – In early conversations, it was clear that Insignia was not your typical private equity group. Their alignment of values (transparency, not being defensive) and a proven agency track record showed the Oxford Road and Veritone One teams that a deal wasn’t just possible, it made all the sense in the world. Empowering Brands with a Collective Voice – One of the most significant benefits is giving brands a stronger voice in the industry. Bryan notes, “There’s an opportunity for brands to have a bigger voice… Now being in a situation where we can challenge that and have that conversation with just the buyers.” This forthcoming merger positions the newly combined agency to advocate more effectively for advertisers, shaping industry standards to better meet their needs. Unmatched Expertise and Resources – Integrating Oxford Road’s innovation and international traction with Veritone One’s advanced technology and data capabilities, creates a powerhouse of expertise. Conor highlights the excitement of “setting the laser pointer” on new industry challenges, leveraging their combined strengths to drive growth and efficiency for clients. Strengthening Industry Partnerships – Addressing concerns about consolidation, both Dan and Conor reassure that relationships with advertisers and media partners remain top priority. As Conor says, “We do not exist without either of those relationships… We’re joined at the hip to make this work.” The combined entity will aim to enhance collaborations that benefit publishers, creators, and brands alike. For a preview of great things to come, tune into the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Their Terms! Up There! Down Here, It’s Our Terms.  Network: On Our Terms / Monthly Downloads: 16k It’s rare to find a personality who speaks to an entire generation the way Ismatou Bah does. Though her podcast, On Our Terms, is still in its infancy, completely self-produced and sold, she’s quickly gaining a loyal audience of Gen Z trendsetters. It cannot be repeated enough that podcasts thrive based on the authenticity, candor, and uniqueness of the hosts. Bah has branded herself as “the big sister who f***s up so you don’t have to,” while upholding virtues of bravery and diligence.Her podcast is growing, thanks to the high production value of her videos, clipped and seen countless times. This is a great offering for a bevy of advertisers, but especially for those seeking female-hosted shows that focus on self-improvement, mental health and feminism, with a multicultural audience. Find success on your own terms by clicking below. Get The Deal If We Can Hold on Through the Night Network: Headgum / Monthly Downloads: 25k Lamorne Morris is riding a wave of earned success: He just won an Emmy for Best Supporting Actor in a Limited Series, he’s starring in the new Jason Reitman film Saturday Night, and he hosts The Lamorning After, a hilarious podcast from Headgum. The show proves to be a mix of interview, improv, behind-the-scenes content, and absolute anarchy. Much like his character, Winston Bishop, Lamorne is a dexterous comedy goldmine, creating memorable moments from some of his funniest riffs. His brand of off-the-wall antics has consistently brought in a devoted audience of weekly listeners. Each week he’s joined by friend and fellow comedian Kyle Shevrin, to interview guests like Josh Peck, Raven-Symoné, and Ron Funches. For those in search of a timely opportunity on a newer comedy podcast, look no further. If you wanna click below for more info that’s cool, we’ll just be over here, being normal. Get The Deal In Case You Missed It It’s All About Context Paul Riismandel from Signal Hill Insights opines that the effectiveness of podcast ads depends heavily on how well the ad’s tone and content align with the podcast itself. This explains the continued preference for host-read ads, but it’s not the only way to achieve that alignment. A recent study from IAS shows that ads matching the tone and context of the content lead to stronger brand impact, while misaligned ads interrupt the experience, reducing ad effectiveness. Although host-read ads are ideal, advances in ad tech and creative approaches, such as announcer-read ads that fit the podcast’s tone, can also drive strong results. It might be a bit of a stretch to apply findings from video ad research directly to podcasts, but in our experience, even a little customization of the message to fit the podcast content goes a long way. We’ve seen it drive better results. Read More Verification Comes to Spotify Video. Is Audio Next? DoubleVerify has partnered with Spotify to enhance video ad quality by measuring invalid traffic (IVT) and viewability on Spotify’s platform. With Spotify expanding its video content, this integration aims to ensure advertisers can confidently track ad performance. DoubleVerify’s tools will verify whether ads were viewed by real users across desktop and mobile, helping marketers optimize their campaigns. Additionally, DoubleVerify continues to monitor audio ad fraud, having identified schemes like FM Scam, which falsified audio traffic to exploit ad spend. Spotify’s addition of DV verification for video is a welcome step forward. While the article notes audio is less prone to fraud, it isn’t immune. As digital audio buying becomes more self-serve and programmatic, we’d like to see Spotify and other publishers make verification tools more accessible for audio as well. Read More Podcasting Wins Over UK Listeners New data from Acast and Nielsen shows podcasting’s growing dominance in advertising, surpassing traditional channels like radio. In the UK, 42% of the public listen to podcasts weekly, with 21% tuning in daily, highlighting its reach and influence. Podcasts have seen a 43% increase in listening and a 39% rise in video podcast consumption over the past six months. Advertisers benefit from the medium’s intimate nature, sophisticated targeting, and trusted hosts, making podcast ads less intrusive and more effective. With 25% of podcast listeners avoiding radio, podcasts have become a vital platform for brands, offering both audio and video engagement opportunities. CAOs, the UK is often the first choice for brands expanding internationally, and it’s not just because of the shared language. The data shows why the UK is an ideal market to reach audiences beyond the US. Read More #SaveTheLiveReads Magical Overthinkers Love Zocdoc Our #STLR of the week comes from Amanda Montell, host of the Magical Overthinkers podcast. With the main focus of her show detailing thought provoking questions on how overthinking affects our day to day lives, Amanda’s the perfect influencer to elaborate on the effectiveness and innovation of a company like Zocdoc. Her 6 year history as a Zocdoc user makes her the epitome of a trustworthy source. Her breath of fresh air delivery confidently assures listeners that Zocdoc is the source she trusts for finding the right healthcare providers and therapists tailored to your needs. No stress, no sweat, just one more valuable tool for your belt to put you at ease with those daily needs. Listen Here Contact us for a Consultation  OXFORd In The News Formation of the World’s Largest Podcast and Audio Agency Tuesday morning, news of the merger between Oxford Road and Veritone One, under Insignia Capital Group hit the marketplace and our industry was quick to take notice. Major news outlets like; Bloomberg, Yahoo, and Business Wire were quick to report it, as were investor sites like; Investing.com, Market Wire News, and Stock Titan. Not to be outdone, industry publications like Sounds Profitable, and Podcast News Daily chimed in on their publications, some even creating LinkedIn posts and newsletters. Thank you all for being with us on this exciting journey. There’s a lot of work to be done, and we see this as a big step in the right direction for our industry. Read More What Brands Really Want Last week, right here in the Influencer, we shared our first-of-its-kind study: ‘What Brands Want,’ where top podcast advertisers, including DraftKings, BetterHelp, Stamps.com, Indeed, and others, shared what they want to see in the industry. You saw it here first, but shortly after publishing, MediaPost, Inside Radio, RadioInk, Podcast News Daily, Sounds Profitable, and many other trade publications also weighed in with their POV. If you’re still possibly unaware of our report, see what all the buzz is about right HERE. Read More Transcreation, Not Translation Earlier this month, our industry convened in NYC to discuss the state of advertising in 2024. Oxford Road President Steven Abraham joined a panel on the topic of international expansion. The theme focused on the importance of ‘transcreation,’ not just ‘translation.’ When you expand into a new market, it’s not just about simply translating your US commercials into a new language, you must also adapt your content to fit within the cultural context. This extra effort will pay off in a BIG way, as long as you’re not perceived as another American company trying to grab a yankee-size piece of the international pie. Read More 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!

The Media Roundtable is back! This week we’re doing a deep dive into our new first-of-its-kind study: What Brands Want. The study came straight from our CAO Summit where, notably 5 of the top 15 podcast advertising spenders including; DraftKings, BetterHelp, Stamps.com, Indeed, and many others, shared their insights on what they want to see in the industry. Dan Granger, (CEO & Founder, Oxford Road) hosts Neal Lucey (EVP, Strategy & Product, Oxford Road), Giles Martin (EVP, Strategy & Insights, Oxford Road), and expert consulting CAO Rion Swartz, (former Marketing VP at Constant Contact, Shutterstock, & LegalZoom) to sift through the report’s insights, where the industry is, and where it needs to go. The team is talking: Podcast Measurement Tools, Brand Safety, AI Voices, and more. Let’s dive in. “If you’re investing in endorsement, podcasts, radio, host-read ads, you’re investing in authenticity and trust. And if there’s anything that’s compromising that, it’s not worth it.” – Rion Swartz (Legendary CAO) Tool Parity ⚖️ – CAOs agree: audio measurement tools aren’t great. 83% agreed audio tools are less useful than what they can get in other channels. Neal’s ideal solution? Two MMM models. One for sales and one for awareness. Of course, as they say; ‘’attribution is a bit like religion: at some point you have to pick something and decide that’s what you’re going to believe in.’ Lean vs. Extreme – When it comes to brand safety, CAOs are more worried about extreme political views (62%) than they are about political lean (23%). The first steps to filtering out extreme content for your brand? Checking for bias and personal attacks with help from our partners at Ad Fontes and Seekr. AI Voices – 80% of CAOs we surveyed were uncomfortable using AI voices. Why? Audio works on the triangle of trust: from brands, to hosts, to the audience. Anything that endangers that trust is a liability, and at least right now, that non-zero risk isn’t worth eroding trust for extra efficiency. Whether you’re a CAO, a podcast creator or on the network side, you need to hear firsthand what these top brands are looking for. First, download the ‘What Brands Want’ report by clicking HERE, then click the link below to hear the Media Roundtable team break it all down. Download the ‘What Brands Want’ Report Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Basketball Insider Dunks Another Podcast Deal Network: Vox / Monthly Downloads: 250 / Current Civility Score: 99, HIGH As we start winding down for the year, looking toward 2025, it’s worth noting that some podcasts recently found new network homes. One such show is Small Ball with Kenny Beecham, now with Vox Media. Kenny Beecham has been synonymous with the NBA and basketball commentary for nearly a decade. He built a gaming commentary empire on YouTube before branching out into podcasting. Kenny is well-liked in the NBA community for his high energy, sincere critiques, and clear love of the game itself. Over the years, Kenny’s interviewed top athletes like; Grant Williams, Shaq, and Michael Porter Jr. He’s also conversed with several legacy media figures often considered off limits. The show has done exceptionally well for advertisers wanting heavy video simulcasts hosted by YouTubers and for Gen Z skew sports options. Get a beautiful dime this Q4 by clicking below to score more details. Get The Deal America’s Government Teacher Is Back at the Blackboard Network: Audacy / Monthly Downloads: 175k / Current Civility Score: 96, HIGH Impressive people exist in droves, but inspirational people are much harder to come by. And then there’s Sharon McMahon, who is both impressive and inspirational. Lucky for us, she hosts a high performing podcast to boot. McMahon is a former US constitutional law and government teacher who grew in popularity during the Covid pandemic, due to her social media presence. Though she now integrates current events and self-improvement content into her lessons, she still retains an instructional bent to all she does. These traits have landed her a loyal audience of highly educated listeners, dubbing her as ‘America’s Government Teacher.’ Episodes often foray into law, history, literature, and mental health. Through the years, this opportunity has been a strong performer for many OR clients, especially those targeting a more female skew demo, intent on a healthier mindset and lifestyle. No need to be the teacher’s pet, the knowledge you seek is found in the link below. Get The Deal In Case You Missed It Here Comes the Podcasting Paywall The Economist’s decision to move most of its podcasts behind a paywall led to seven key lessons. Here are a few – People will pay; Listeners value quality journalism and are willing to pay for it. Listener numbers remain strong; They retained 80% of their audience post-paywall. This is just the beginning; The paywall strategy will evolve. If more podcast publishers shift toward paywalled, ad-free subscription models, marketers risk losing valuable opportunities to reach target audiences. But there’s a catch—if publishers continue increasing ad loads, they may push even more listeners toward these subscription services, similar to what we’ve seen in music and video streaming. The challenge for the industry is clear: find the right balance between ad content and listener experience, or risk losing access to key audiences behind a paywall. We already know that ad clutter can hurt performance. Read More Branding With Your Eyes Closed Veritonic‘s new report, ‘The Audio Advantage: Elevating Brand Experience Through Sound,’ highlights the growing importance of a brand’s sonic identity. The study reveals that 50% of podcast listeners engage more with a brand’s sound identity than its visual one, 58% find it more memorable, and 64% feel a stronger connection to brands using cohesive sound across platforms. As marketers aim to deepen consumer engagement, understanding the impact of audio is essential. CAOs, we live in an era of media overload, leading to continuous partial attention. In this environment, it’s crucial to have distinctive brand assets that capture attention and reinforce your brand. Developing a unique sonic identity is one powerful and highly effective way to achieve this. Check out Stew Redwine‘s Ad Infinitum podcast episode Branding with your Eyes Closed to learn more. Read More Magellan AI Goes Local Magellan AI has introduced market-level reporting to its measurement dashboards, enabling smarter targeting for advertisers. Users can now generate regional performance insights directly within the app, allowing for easier campaign optimization based on geographical success. This feature helps advertisers identify successful markets, facilitating targeted buys and strategic spending shifts. Magellan AI steps up its game with DMA-level insights for podcasting, a much needed advancement. This granular data is essential to unlocking local advertising, a cornerstone of terrestrial radio and a key growth opportunity for podcasts. Read More #SaveTheLiveReads L-Nutra is No BS! The hit podcast Weekly Dose of BS from The Real Housewives of Dallas host Stephanie Hollman and her BFF Trey Stewart show off their #STLR style of keepin’ it real. In true Bravo fashion, the quick witted banter between these hosts keeps their loyal audience hanging onto every word as they deliver a satisfying live read for L-Nutra: Prolon! Trey’s humorous and totally relatable desire to ‘be hotter’ kicks off his substantiation for a fulfilling (and filling) first time experience with L-Nutra’s Prolon, as Stephanie cheerfully chimes in. Trey’s personal endorsement gives an excellent demonstration for those seeking first hand feedback about this plant-based nutrition program. To top it off, Stephanie offers a yummy Prolon sweet treat hack, sure to satisfy even the strongest chocolate cravings Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we’re bringing you a hard-hitting story featuring a unique, journalistic perspective on the landscape of audio and media. Dan Granger, (CEO & Founder, Oxford Road) sits down with journalist Brian Reed, (Host of S-Town, The Trojan Horse Affair, Producer for This American Life) about Brian’s new hit podcast Question Everything, 7 years in the making. Back in 2017, Australian journalist Gay Alcorn criticized S-Town as being “morally indefensible”. After brushing off that criticism, Brian Reed did something extremely clever… he sat down for an in-depth chat with Alcorn in the Question Everything podcast pilot. Together, Dan and Brian discuss: the origins of S-Town and Question Everything, ethics and bias in storytelling, journalistic principles for advertisers, and more. Let’s dive in. “There’s interesting data that’s been coming out suggesting that podcasts and hosts are the most trusted figures in media.” – Brian Reed, (Host of Question Everything, S-Town – This American Life) Intellectual Honesty – In a divided world, feedback is the breakfast of champions. If you or your brand receive criticism, listen and look for ways to bring it into a larger conversation. You could even be like Brian Reed and bring one of your biggest critics onto your show… Journalistic Limitations ✍️ – Good stories aren’t always good for everyone. Just because a hot-button topic appeals to your audience, doesn’t mean there might not be collateral damage. Choosing which elements to include or omit in your story is a careful balancing act. In Brian’s words, “You’re always trying to minimize harm while serving the public interest.” The Power of Audio Storytelling – With great audio power comes great responsibility. The growing trust in podcast hosts over other media formats is likely part of a bigger trend toward people seeking knowledge from individuals more so than institutions. Like a solid journalist, hosts and advertisers can benefit by deeply exploring how they interpret, incorporate and communicate factual information. For audio and storytelling insights that will prepare you for the future, check out the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds I Serve at the Pleasure of the President Network:  Soundrise / Monthly Downloads:  270k While President Bartlet is long gone from the White House 😉, lovers of Aaron Sorkin’s The West Wing are still rapt to discuss his administration all these years later. The West Wing Weekly ran for four years (half as long as the actual show) and was a huge DR top performer before and after it published content. In tandem with the upcoming election, the gang is getting back together to talk about their favorite political films and how those films affected their lives. The limited series will be running consistently through October and has multiple sponsorship tiers for those interested. The show has historically been extremely brand safe, despite the fact it covers diverse topics in realms often seen as controversial. Past strong performing advertisers on this TV & Film stalwart are highly recommended to rebook. We want YOU, and we want you to click below for more info. Get The Deal I Love You, You Love Me Network: Connecticut Public Media / Monthly Downloads: 300k For those of you who skew older, the following may serve as a colorful reminder of a time long gone. A time when your kids annoyed the $%#@ out of you with the musical antics of a big purple dinosaur (btw: nowadays he’s a popular primetime voiceover artist often chosen by Oxford Road clients for their character ads). For those residing in the next generation, you’re in for a treat. Connecticut Public Media is distributing and producing a new limited series about everyone’s favorite purple buddy: Barney the Dinosaur. Barney & Friends made their debut in 1992, spearheaded by the same folks now revisiting the show 30 years later. Special guests include well known actors, executives and child psychologists, who along with music director Bob Singleton, collectively try to explain and revel in the joy of Barney’s young faithful and loyal fans. The show will be hosted by Sabrina Herrera, well-established journalist and improv comedienne, who will also provide PE for all of her ad reads. Clever girl, you’ve discovered the end of the classifieds, and hopefully the purple-people-pleasing link below. Get The Deal In Case You Missed It Spotify is Embracing Video Podcasts; Should You? Spotify’s 2024 Fan Study shows a growing shift toward video podcasts, with 40% of new show streams involving video. Video podcast consumption surged by 88% from July 2023 to July 2024, reaching 170 million users globally. Retention rates for video podcasts are higher, with smaller shows benefiting the most. Two-thirds of users switch between video and audio formats throughout the day, while Spotify encourages creators to embrace video without focusing on perfection. The fact Spotify’s “podcast fan study” is focused on video, tells us a lot about where the network either sees or wants the future of podcasting to go. However, wrestling market share away from YouTube—the current go-to for video podcasts—will be a major challenge. Read More Radio Measurement Changing in 2025 Nielsen plans to enhance its Portable People Meter (PPM) system in 48 markets by reducing the time needed to credit quarter-hour listening from 5 to 3 minutes. This change could boost AM/FM radio listening by 24% in PPM markets and 10% nationally in 2025. CAOs, from this report you might wonder if radio listenership has suddenly surged. The answer is no—it’s a change in measurement methodology, not the audience. This adjustment could lead publishers to be more bullish about pricing—or an even further reduction in radio ad spend, as agencies and marketers might believe fewer spots are needed to achieve the same TRP delivery under this new ratings methodology. Read More Podcast Inspired Toys – Just in Time for the Holidays Wondery has launched a new line of toys inspired by the popular kids’ podcast Wow in the World. The Wondery Kids & Wow in the World collection features innovative STEM kits, dinosaur figurines, and audio-play toys that combine hands-on learning with fun. The toys, created in partnership with brands like Thames & Kosmos and Goliath, allow kids to listen to companion audio from podcast hosts Guy Raz and Mindy Thomas while they play. You can shop the entire line now on the brand-new Wondery Kids Amazon storefront and in select stores. The strategy of launching toys from entertainment properties is certainly not new. The TV and Film industry have been doing this seemingly forever. However, launching a toy line from a podcast ventures into uncharted territory. Maybe Amazon is onto something. Read More #SaveTheLiveReads Circling Back With My Boots On Straight out of Austin, reppin’ the best boots in the Lone Star State and well beyond, is this week’s #STLR featuring a BIG “howdy y’all” for Tecovas! Best friends and Circling Back hosts Dillon Cheverere, Dave Ruff, and Will deFries deliver a boot scootin’ live read for their longtime favorite cowboy boot company, Tecovas. The trio’s history as Tecovas-wearin’ enthusiasts exhibits a trust listeners can rely on, as they reminisce about a memorable in-store video promotion experience last year. Their substantiation hooks listeners into an audio/visual imagery deep dive of their recommendation for Tecovas. With this in mind, it’s safe to say the boys of Circling Back have aced the Oxford Road values of History: Anticipate the future by understanding the past, and Influence: the success of our work is measured by the actions that follow. Thanks to mindful research by our Oxford Road media team,  this pairing of podcast and brand exemplifies how to improve scale and assure a long and prosperous partnership. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we’re bringing you one of our favorite panels from the CAO Summit, recorded live at Spotify’s Pod City Campus. There’s no bigger performance lever than our topic–message optimization. Stew Redwine (VP Creative Services, Oxford Road) hosts all-star CAOs Brynn Greenelsh (Marketing Manager, Auctane–Stamps.com & ShipStation) Robbie Giles (VP, Performance & Lifecycle Marketing, MasterClass), Emily Deason, (Senior Manager, Offline Marketing, Babbel), and Cassandra LaPrairie (Performance Marketing Lead, Audio, Wise). This all-star lineup is talking: testing the right thing, trusting hosts, cross-pollination, and more. “Take big swings.” – Robbie Giles (VP, Performance & Lifecycle Marketing, MasterClass) The 2 Cs of Testing – To make sure your A/B tests help performance, remember Cassandra’s 2 Cs: “Do you have confidence that you know what you’re looking to test and do you have conviction that the test you’ve proposed is going to help you measure that?” Trust vs. Control – Want the most from your hosts? Spend more time onboarding to give context and less time trying to make hosts your sock puppet. As Brynn puts it: “Who are we to say, ‘you have to say it this way’… if that’s the way we’re going to be, then we shouldn’t be in the podcast advertising space.” Take the Best from Other Channels – Audio doesn’t have to be a silo. You can take a sonic logo from your app or reuse your best valprops from other channels. The one thing you need: someone who understands the quirks of audio. And CAOs, if you don’t have that person internally, drop Stew a line. Want to upgrade your messaging approach? Check out the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds You Are What You Eat Network: The Roost Network / Monthly Downloads: 100k / Current Civility Score: 71, MEDIUM Break out your boomsticks and welcome the ghosts: It’s spooky season here in the Influencer Classifieds. Yes siree, October has arrived once more and that means podcast listeners’ ears have become finely attuned to the whims and wails of horror. Our first classified comes from Chelsea Rebecca and YouTuber James A. Janisse. Each week the ghostly twosome run down a new morbid topic revolving around horror films. They also touch on lighter fare, like ghost hunting, film trivia, and Letterboxd community antics. Though horror fans are an extremely loyal fanbase remaining active the entire year, listenership on shows that cover horror films often rises this time of year. Dead Meat has shown consistent high performance for many longtime DR partners, especially those looking for a nerdier audience preferring curated, bespoke services and products. Beef up your current podcast buying strategy by savoring the link below. Get The Deal Dem Bones, Dem Bones Gonna Walk Around Network: Bloody FM / Monthly Downloads: 55k / Current Civility Score: 97, HIGH The History genre is often aligned with a specific podcast demographic: highly educated, high earners with a love for lifelong learning and self-improvement. Finding podcasts that aren’t extremely dry and repetitive in this genre can prove to be a great challenge. Luckily, our second classified item is a perfect marriage of the horrifying, the macabre, the truly grotesque, and the pursuit of knowledge. Host Haunted Chris spends every episode educating his listeners on little known stories from every corner of the US, while weaving together tales of spooky happenings. This campfire style storytelling serves as a look-alike for History options with a male skew audience, as well as narrative period piece Fiction limited series. For advertisers looking to reach internet obsessed escapists with a penchant for nostalgia, this is a solid recommendation for Q4 testing. Make sub-par performance a thing of the past by haunting the link below. Get The Deal In Case You Missed It The Importance of Earning Attention In a Q&A conducted by Steve Goldstein, Founder/CEO of Amplifi Media with Steve Pratt, Co-Founder of Pacific Content and now of Department of Differentiation, the importance of standing out in today’s competitive content landscape was discussed. Pratt, author of the new book, Earn It: Unconventional Strategies for Brave Marketers, emphasized that being average is no longer enough. To earn attention, creators must offer unique value and consistently deliver quality. While much of this discussion is aimed at creators, it’s equally relevant to marketers. Key takeaway: It’s not just about grabbing attention—it’s about creating content that earns and holds consumer attention, which should be the ultimate goal Read More Acast’s Case to Go Global Acast’s Global Report for International Podcast Day, shows podcast engagement is high across emerging and established markets. Over 50% of listeners in emerging markets and nearly 40% in established markets plan to increase their podcast listening time. Around 81% of US listeners are highly engaged with podcasts, more than with streaming TV or radio. In India, over two-thirds of podcast listeners have made purchases after hearing ads. For CAOs, the report highlights podcasting’s continued growth, with opportunities for brands to reach engaged audiences through ads, social media, and live events. Read More The End of the Road for Chartable Last Friday, Spotify announced they’re sunsetting Chartable, ostensibly to consolidate all measurement tools and first-party insights, so podcasters can make more informed decisions. Chartable’s features will be integrated into Spotify’s Megaphone platform by 2025. Until then, Chartable tools will remain available to Megaphone customers, but Spotify will stop onboarding new Chartable users and discontinue all services by December 12th. Spotify also introduced enhanced sharing links in Spotify for Podcasters, allowing them to track listener conversions across social media platforms, with some tracking limitations based on link-sharing methods. Hot Take: Surprised, not surprised. If you’re looking for alternatives, there are a number of them, including Podtrac, Podchaser, Spotify podcast charts, Apple podcast charts… Read More #SaveTheLiveReads There’s Always Room for JLo (Beauty) This week’s #STLR spotlight is on Sarah Galli, host of Andy’s Girls: A Real Housewives Podcast, as she indulges in luxurious, age defying science with Oxford Road client, JLo Beauty. Sarah delivers an enticingly satisfying ad read with a soothing tone that makes listeners feel like they’ve just received a spa treatment for their ears. Galli also humbly shares her personal interactions with Jennifer Lopez, reaffirming that JLo’s skin is truly as glowing and age defiant as it appears on the big screen. Sarah substantiates her experience further by talking about THAT BLOCKBUSTER Hydrating Cream, and how she basks in the dewy glow it gives her. When it comes to advertising a high visibility beauty line like JLo Beauty, auditory aesthetics matter too, making this live read almost as enjoyable as using the product itself. Listen Here Contact us for a Consultation  OXFORd In The News Hans Gruber’s Got Nothing on Stew Redwine Last week, Stew Redwine (VP Creative Services, Oxford Road), took the plunge to help fight homelessness in Los Angeles. The Union Rescue Mission has been fighting to end homelessness in LA for 133 years, and last week’s “Over the Edge” event was one for the ages. Dozens of donors (including our fearless Creative Leader) rappelled 25 stories down from the roof of the Hilton Los Angeles/Universal City Hotel last weekend to raise money to help get one more person, family, or child off the streets for good. Unlike our friend Hans who tried a similar stunt at Nakatomi Plaza back in the winter of ‘88, Stew and the rest of the team made it to the bottom unscathed. To learn more about URM’s mission and to help, check them out HERE. Read More 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!  

The Media Roundtable is back! This week we’re featuring one of the most insightful talks from the CAO Summit–Audio’s Role in the Marketing Mix. James Ingrassia (EVP, Client Service, Oxford Road) moderates an all-star CAO panel with Alexis Gossard (Senior Manager, Media Strategy, Bayer), Ethan Shibutani (Senior Director, Growth Marketing, DraftKings), Steve Blackford (Head of LifeLock Customer Acquisition, Gen), and Tor Thilert (Senior Lead for Global TV Advertising, Shopify). They’re talking: Audio Allies, Budget Splits, Podcast’s Blurring Lines, and more. Let’s dig into it. “When you can find the right partnership with a host,  it can truly transform your business.” – Steve Blackford (Head of LifeLock Customer Acquisition, Gen) Internal Audio Allies – Audio success takes a village. For these CAOs that means having accurate analytics, and C-Suite supporters who care about and believe in audio. Is audio being viewed as part of your whole marketing mix, or is it siloed in your company? We’ll show you where to look to strengthen your audio village. Budgets Splits: Testing & Performance ⚖️ – Our CAOs agree–you shouldn’t penalize what’s working to try something new. YNAB: You Need a (Testing) Budget. Our rule of thumb: 70% is performance. 20% is probably going to work. 10% is experimental. That’s a healthy mix of exploring new wins while exploiting previous ones. Podcast’s blurring lines – Currently, podcasts are audio-first, video-first, influencer, and programmatic… so how do CAOs navigate these overlapping territories? One approach: Just focus on the audience. Does the show have an audience that includes your customer? If so, great! Everything else is just lagniappe. James Ingrassia and the super-star panelists are overflowing with key CAO tips you won’t get anywhere else. To hear them all, tune into the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Bright Lights, Big Internet City Network: NanoZebra Corp / Monthly Downloads: 650k The Commentary genre is a natural convergence of drama channels and video essays, two formerly disjointed spheres of YouTube. This week we’re bringing you two high performing channels in this genre, that demystify complex topics for a chronically online audience. Oompaville has become well-known for his videos identifying under the radar news, reactive content, and conspiracy theories. In the past several years he has amassed a following of 5.5 million subscribers, driven heavily by his choice of subject matter, thoroughness, and penchant for humor. He’s been able to maintain his audience, and collaborates well with many DR brands, thanks to his consistent publishing schedule. If you’re looking to test into this media type, with a younger demo, and you’d like to work with an established channel and network, this is a perfect choice for Q4 and beyond. Don’t get lost in this ville’s urban maze, go straight down to the link below. Get The Deal Let’s All Go to the Lobby Network: Etc. / Monthly Downloads: 200k The topic of media literacy has been circulating in recent years due to various instances of collective willful ignorance. Cinema Therapy is a channel focusing on nostalgic films and TV, while also deconstructing characters and themes from the viewpoint of a licensed therapist. Videos have touched on gaslighting, implicit bias, and even healing heartbreak. Whether you want to verify that something beloved still holds up, or validate your longstanding hatred of a popular classic, this is the channel for you. Besides being extremely entertaining, Cinema Therapy speaks to a growing demographic of self-improvement minded individuals looking for advice and guidance from a safe and welcoming online community. This opportunity is a great testing option for a variety of advertisers, but especially those who work well in the TV & Film, Education, and Health & Fitness genres. Grab your popcorn, soda and candy, the movie starts by entering the link below. Get The Deal In Case You Missed It Spoken Word Audio Continues to Grow Edison Research’s most recent Share of Ear® report reveals a significant increase in spoken word audio consumption among listeners 13-34. A decade ago, only 11% of their daily audio listening time was spent on spoken word content such as news, talk shows, and podcasts. Today, that figure has more than doubled to 23%. This shift has closed the gap in spoken word consumption, narrowing from an 11-pt. difference with ages 35-54 to just five points. There’s no doubt that spoken word audio is on the rise, with podcast adoption a major factor driving this trend. However, it’s important to remember that spoken word still accounts for a minority of audio listenership. The majority? Music, of course. A well-rounded audio strategy should include spoken word ads, music, and perhaps sports, to maximize impact. Read More Why Trump & Harris are Leaning into Podcast In 2024, Former President Trump and Vice President Kamala Harris have been embracing podcasts as a key media strategy, offering more time to explain their views than traditional TV, but it goes further than that. A Morning Consult survey shows over 10% of both Democrats and Republicans listen to news podcasts daily, surpassing print newspaper consumption (read more details and access the full report HERE). If you’re a marketer avoiding political content, you’re missing out on a significant and highly engaged audience. Case in point; Digiday posted an article on the trend of brands avoiding political content altogether–especially during this election cycle, due to brand safety concerns. This trend prompted a LinkedIn post from Dan Granger (CEO & Founder, Oxford Road), reminding brands that it is possible to maintain brand safety while engaging in political content. To learn more about how we’re protecting brands in this political climate, email us HERE. Read More Audio’s Connection with Hispanic Audiences Hispanic audiences listen to 46 more minutes of audio daily than general audiences, averaging to around five hours of listening per day. Driven by Latin music’s cultural significance and the ease of streaming, Latin music plays a central role, with 92% of Hispanic listeners, saying it connects them to their culture. Latin music’s popularity is booming. Artists like Anitta, Feid, Grupo Frontera, and Karol G are driving these trends. Why should CAOs pay attention to this? According to MRI-Simmons, there are approximately 44 million adults of Hispanic or Latino origin. In fact, 26% of the 18-34 segment are Hispanic or Latino. This represents a huge market potential, and audio offers a powerful way to connect with this audience in a culturally relevant way. Read More #SaveTheLiveReads @Betches Chit Chat On All Things HelloBello The “OG Betches friend group chat”, aka @Betches podcast, tops the #STLR charts this week with their HelloBello chit chat! Kicking off with ear-catching substantiation, the host raves about “diaper delivery angel” aspects of a subscription diaper service. Every new mom listening knows the personal struggle of her never ending to-do list. This read captures the essence of HelloBello’s life saving attributes of having diapers delivered right to your door. Not only is the practicality well demonstrated, but the host with the most makes sure she includes her excitement about the cute designs HelloBello offers too! This live read is concise, yet maximizes every second with the positive energy of a satisfied customer and new mom! Listen Here Contact us for a Consultation  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!

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 9 – “Simulacrum Ex Machina.” Newly-dubbed Audio GOAT Stew Redwine (VP, Creative Services, Oxford Road) welcomes Oskar Serrander (Co-Founder/CEO, Wondercraft) fresh from the launch of Wondercraft. Join Stew and Oskar as they talk Wondercraft’s origins, how to think in audio, and the most important audio factor: Ryan Reynolds. Plus–breaking down ~$20M in audio ads from BetterHelp, Toyota, Whole Foods, and Mint Mobile (Guess which one’s the best/hint: Ryan Reynolds ). “I just think audio deserves a little bit better.” – Oskar Serrander (Co-Founder/CEO, Wondercraft) Canva for Audio- Brands: you now have no excuses for making audio an afterthought. Wondercraft aims to be Canva for Audio–easy-to-use audio production from idea to draft in just minutes. More than lowering the barrier to entry for audio-newbies, pros can ideate and test early, creating richer, more thoughtful ads. Remix Duds – Light Their Fire- CAOs, if you want to up your creative game, here’s your next step: grab a weak ad, bring it over to Wondercraft and start playing around. Swap accents, music, cut the boring parts. Regardless of whether you turn it into audio gold, you’ll absolutely learn something about what makes the ads work. Think Audio Earlier- Audio isn’t text. But when advertisers make audio an afterthought, it might as well be. Single voice, no music CAOs, you can do better. Some ideas only work in audio. Focus on these concepts first, then figure out how to adjust them for podcast, radio, streaming and music channels. It’s less work than you think and tons more fun. Ready to play around in audio’s new sandbox? Catch the full episode below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Journalists Grade Their Report Cards Network: Soundrise / Monthly Downloads: 750k / Current Civility Score: PENDING Journalistic integrity is a consistent topic of conversation in our evolving media landscape. Rarely are journalists critiquing themselves on a case-by-case basis, and they’re definitely not recording those conversations. Controversial  S-Town host Brian Reed is back with KCRW and Soundrise to bring us a limited series on the ethics of storytelling and the prevalence of misinformation in the digital age. Available on YouTube and in audio format, the first several episodes quickly delve into formerly untouchable topics, prompting well known media personalities to be candid in new and intriguing ways. Though podcasts are definitely in the show’s sights, it’s all about journalism as a whole, and its role in a healthy society. If you’re looking for a brand-safe Public Radio option that reaches highly informed, well educated demos, this is an amazing Q4 opportunity. If you have Q’s your A’s can be found at the link below. Get The Deal   Tech Journalists Geek Out Network: Big Little Media  / Monthly Downloads: 25k / Current Civility Score: PENDING What sets this journalist hosted podcast apart from our previous classified, is its origin and overall intent. 404 Media is a 1 year old digital investigative reporting site focussing on technology’s overall influence in today’s world. Whether rooting out corruption, crime, and malfeasance or celebrating democratization of information, 404 is devoted to leaving no stone (or code element) unturned. The podcast, hosted by the 404 team (Joseph, Sam, Emanuel, and Jason), discusses subject matter relevant to both well-informed tech adopters as well as laypersons.  Recent episodes have covered AI, white collar crime, hacking conventions, and data breaches. Efficient tech offerings have long been a secret weapon of core strategy for DR Advertisers, and many B2Bs have success with them here at Oxford Road. Hack the mainframe yourself by launching the link below. Get The Deal In Case You Missed It “Podcast” Turns 20 James Cridland takes us down memory lane with a history lesson on the term “podcast.” Most people know (or at least we think they do) that Adam Curry played a key role in creating what we nowadays call podcasting—he is the Podfather, after all. But the credit for coining the term goes to someone else, Dannie Gregoire. Why does this matter in 2024? Podcasting continues to evolve, now covering a range of conversational media; audio-only, audio-video simulcasts, and even, gasp, video-only content. Some argue it might be time to move on from the term (click the article below for more on that). Our take? Nope, and Happy 20th! Read More Getting a Slice of the Influencer Pie According to Digiday, podcast networks are shifting focus to tap into influencer marketing budgets. Companies like iHeart Media and Acast are promoting multi-channel campaigns that combine podcasts, video, and social media. This approach targets CMOs and influencer marketers, as research shows integrating audio ads with social media boosts performance. With influencer marketing spend set to top $8 billion in 2024, compared to $2 billion for podcast ads, it’s a no-brainer. However, do podcasts need to be reclassified as influencer marketing? Again, no—it’s just the channel’s evolution. And one last thing: publishers hurt themselves by prioritizing automation over live, host-read ads. (#savethelivereads, #oxfordclock) Read More The Consumer vs Advertiser Disconnect A study by iHeartMedia and Pushkin Industries reveals that 44% of Americans feel ignored by advertisers. Key findings in the report show consumer preference for brands that align with their values, dissatisfaction with hyper targeted ads, and a longer decision making process than marketers anticipate. Notably, consumers place greater emphasis on factors like religion, law, and order. The study calls for marketers to align their strategies with real life influences like family and community. We agree that marketers and agencies should avoid personal biases. Consider this our semi-annual reminder. But this report also brings to mind David Ogilvy’s famous quote: “The trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say.” Just sayin’. Read More #SaveTheLiveReads I Will Teach You… With MasterClass! Ramit Sethi’s podcast I Will Teach You To Be Rich is all about asking the right questions that lead to a more prosperous future, and that’s why MasterClass is a perfect sponsor for this show! With a mission statement based on helping people, Ramit has an established track record of changing lives. He substantiates his read elaborating on several different MasterClass courses with enthusiasm and detailed customization, expanding well beyond the ad copy. Among the greatest assets of a recommendation like this, are the real world changes that can emerge—where the Ramit Sethi’s of the world point listeners in the right direction toward accomplishing their dreams, goals, and aspirations! Listen Here Contact us for a Consultation  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!

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 8 – “Sonic Truths.” Fearless host Stew Redwine (VP Creative Services, Oxford Road) welcomes JJ Healan (Vice President, U.S. Marketing, Brand Content and Engagement, McDonald’s) for a big bite of McDonald’s. The Golden Arches are an audio advertising giant, (celebrated extensively in Ad Infinitum S1E07 ‘It’s all in the Execution’) and we’re mining insights from Mickey D’s 20+ year “I’m Lovin’ It” journey. Join Stew and JJ as they explore; sharing the pen, fan truths, and being flawesome. Let’s indulge: “We no longer ask, when we have ideas presented, ‘will it work?’ We ask if it’s true. Because if we know it’s true, we know we’re onto something.” – JJ Healan (Vice President, U.S. Marketing, Brand Content and Engagement, McDonald’s) Embrace your Flawesomeness – Things don’t have to be flawless to be perfect. In audio. Take Brian Cox, for instance. The quirks and idiosyncrasies of his voice make it work. Being devoid of flaws doesn’t mean you’re iconic. Quite the opposite. Get comfortable being Flawesome. Fan Truths – McDonald’s talks 1-on-1 with McFans about their experiences. The truths gleaned from those conversations are shared in a Fan Truth book used to spark groundbreaking whole platform ideas. JJ shares; “The famous orders platform came from this fan truth; No matter how big or famous you are, everyone has a McDonald’s order.” CAOs, your fans have truths too–you just have to ask about them to capture insights. Sharing the Pen ️ – The best thing about having a strong center is the infinite variations that can be on brand. Instead of making your creative partners do things exactly the way you want, let them bring their personal experiences and tastes to the creative mission. You’ll still know it’s McDonald’s, even with your eyes closed. Ba da ba ba ba. Hungry for more? Taste the whole conversation by clicking below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Podcast Classifieds for Dummies Network: Southern California Public Radio / Monthly Downloads: 20k / Current Civility Score: 98, HIGH Next week kicks off Hispanic Heritage Month (9/15-10/15), and we’re celebrating in the classifieds with two amazing selections. Our first is a homegrown public radio offering called How to LA. Host Brian De Los Santos is the show’s seminal host and guiding voice, who brings together the cultural sensibilities of a diverse metropolis, with the traditions of public radio. During De Los Santos’ tenure, he’s done many stand-alone episodes, as well as a 3 part series (Finding Home con DACA) on his journey back to Mexico 30 years after leaving his family and homeland behind. Episode topics range from local parks to unique music scenes and niche communities. If you’re looking for brand safe testing options that align with LA’s local eccentricities, this offering proves to be a high performing volume driver. No podcast buying guide needed, simply click below for more. Get The Deal The No-Walk and Talk Network: Trival Media / Monthly Downloads: 230k / Current Civility Score: 76, MEDIUM Our second classified, LA PLATICA, is a consistent chart topper in the podcast comedy genre, experiencing significant growth both in the US and globally. Hosts Sebastian Robles and Josh Leyva are Los Angeles business owners and content creators, now touting one of the fastest growing Latinx Gen Z video podcasts out there. Both hosts are multi-faceted, nostalgia obsessed and fashionable, easily able to navigate between being effortlessly cool and relatable. They often talk about their personal lives and cultural identities, without diminishing themselves by trying to fit into the confines of White America. LA PLATICA fans are extremely grateful for the intimacy that comes with this naturally created safe space, evidenced by lush comment sections. Advertisers looking for optimal comedy options with a focus on internet culture will be a great fit for a Q4 test, especially those targeting a younger demo. Perseguir la Chuleta via the link below. Get The Deal In Case You Missed It Increased Spend in Podcasting and Digital Audio The Interactive Advertising Bureau (IAB) has revised its 2024 digital ad market growth forecast from 9.5% to 11.8%, driven by recent acceleration, including election spending. Podcast ad spending is projected to grow 12.6%, with digital audio (excluding podcasts) up 8.3%. Podcasting’s share of total ad dollars is forecast to reach 5.4%, while connected TV will lead with an 18.4% increase. Declining concerns about the economy contributed to the updated outlook. We’re in this everyday, and this report recognizes what our buyers have been experiencing on the frontlines: Podcasting is increasingly a Sellers’ Market. Read our State of Audio Advertising report to learn strategies to adapt to current marketplace conditions. Hint, it’s in the ‘Transformation Tactics’ section. Read More The Outsized Influence of Podcast Creators Podcasting in the Creator Economy: A Long-Term Opportunity, a new analysis from the IAB focuses on podcasting’s influencer and audience engagement capabilities. The creator economy is expected to double within three years, with 44% of advertisers planning to increase spending on creator-driven content in 2024. This growth stems from the strong connections creators forge with followers, making their influence more personal and impactful. Podcasters, in particular, are seen as highly influential, with 75% of podcast audiences considering them more impactful than social media influencers. You can call podcast hosts influencers or creators, but one thing is clear—podcast hosts have an outsized impact on their audience. Marketers, podcasting is a surefire way to supercharge your influencer efforts. Oxford Road is here to help you navigate the space. Read More Lowdown on Branded Podcasts CoHost and Sounds Profitable have released a report; “The Impact of Branded Podcasts“, which provides insights into the current branded podcast landscape. The report reveals that podcasts are a powerful tool for establishing thought leadership, with 76% of brands prioritizing this in their audio strategies. Despite substantial budgets, resource challenges remain a top concern for 58% of respondents. However, 90% of brands expressed satisfaction with their podcast’s performance. The report also highlights the strategic support needs of 42% of brands, presenting opportunities for industry innovation and support. If you’re a marketer contemplating a branded podcast, read this report. It’s a valuable resource. Read More #SaveTheLiveReads Trending With Clarins Everyone has an opinion on the perfect outfit, BUT Every Outfit hosts Chelsea Fairless and Lauren Garroni discover liquid gold with the substantiation and delivery of this Clarins ad! Every Outfit listeners tune in faithfully to hear their favorite fashionistas’ unabridged discussions blending fashion, pop culture, and of course, predictions on what’s trending next. In this recent ad, the show host describes Clarins new double serum as the “holy grail” for your anti-aging routine. Detailing the success and loads of compliments received after using Clarins for just one week, it would be hard not to add some “liquid gold” into your shopping cart to put their recommendation to the test. Trends may evolve with the next best thing, but there’s no doubt that brand partnerships brought to you by these gossip girls of the week, will NOT go out of style any time soon. Listen Here Contact us for a Consultation  OXFORd In The News The State of Audio Last week, we shared our report on the State of Audio Advertising, where an elite team of Roadies (that’s what we call ourselves over here at Oxford Road) presented a first-of-its-kind report to help CAOs understand where audio has been, where we are now, and where we’re going. This week, the good folks at Podnews and Sounds Profitable, (more on them below) picked up our story, including it in their podcast news section of impactful things advertisers should know. For CAOs, Podnews is a go-to resource for all things podcast. You can subscribe to their newsletter here. While you’re at it, download our State of Audio Advertising before it gets locked away in the Oxford Archives Vault forever. Read More Sounds Profitable – 4 Years Strong Regular readers of the Influencer, especially those who listen to our Media Roundtable podcast, know of Bryan Barletta and his impressive newsletter & podcast, Sounds Profitable (another highly recommended resource for CAOs). This week, Sounds Profitable celebrates their 4th anniversary. In his recap of the journey, Barletta mentions his collaboration with Oxford Road and Podscribe on our recent  PodLoad report. Thank you for the shout out Bryan, and congratulations to the entire team at Sounds Profitable for a great 4 years of charting the course toward the future of the audio industry! Read More 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!

The Media Roundtable is back! This week, we’re bringing you a key report from our CAO Summit: The State of Audio Advertising. Dan Granger (CEO & Founder, Oxford Road) took the stage at Spotify’s Pod City campus with fellow Oxford Road luminaries Steven Abraham (President, Oxford Road), Giles Martin (EVP of Strategy & Insights, Oxford Road), Miranda Romano (SVP, Media, Oxford Road), and Neal Lucey (EVP, Strategy & Product, Oxford Road). They presented a first-of-its-kind report to help CAOs understand where we’ve been, where we are, and where we’re going. The team covers: Automation–Our Frenemy, Going Global, Sufficient Brand Safety & Suitability, Transformational Tactics, and so much more. Let’s dig in. “What is the state of audio advertising? It’s under construction.” – Dan Granger (CEO & Founder of Oxford Road) Automation: Our Frenemy – Can an industry built on authentic host reads embrace automation? Partially. We believe in leveraging AI to boost efficiency and help reach new audiences. As long as we understand, the automation is here to support authenticity, not supplant it. This industry exists because of the hard-earned trust between host and listener–it’s the not-so-secret sauce of podcast advertising. Going Global – The rest of the world is catching up to the US, which should be exciting news to every CAO. The international ad market is less developed, so while opportunity knocks for early movers, it can be a bumpy road to traverse. Transformation Tactics – 2024 is still the age of efficiency, so your campaigns have to work hard. Our quick tips: Longer ads work better (If you’re running shorter ads, make sure they’re priced equivalently). Want more conversions? Focus on reach over frequency. With all of the non-exclusive talent deals, it pays to shop around. Get closer to the host for lower CPMs. And as always, host-read ads perform better and connect with listeners in a way that cannot be replicated by AI. #SaveTheLiveReads. Civility Suffices – Brand safety and suitability matters… While there are no perfect options in a complex world, with the right tools, it’s not an either/or proposition. For a good litmus test (with fewer false positives than the now-defunct GARM framework) check out Seekr’s Civility Score (an Oxford Road partner). Using the Civility Score can double your access (34% to 69%) to top podcasts that support a healthy dialogue, and ultimately help you avoid brand safety landmines. To start implementing these tactics today, download the full State of Audio Advertising report and watch the accompanying Media Roundtable episode for expert commentary and real-world applications by clicking the links below. Watch Here Download the State of Audio Advertising Report Listen Here: Spotify Listen Here: Apple The Classifieds Smart People Pod = Smart Media Buy Network: Smart People Podcast LLC / Monthly Downloads: 11k / Current Civility Score: 98, HIGH This week, parents are rejoicing as their children finally head back to school. Finally, they can relax and listen to their fave podcasts in peace. For those who enjoy learning as they listen, we have two high-performing classifieds in the Education genre. First off, we have an independent podcast hosted by Chris Stemp and Jon Rojas, two curious folks with a need to question everything and learn anything. For anyone looking to hone in on the lifelong learners who listen to this show, this is a top-tier offering with a lot of topics to choose from. Their guests are often scholars, academics, and subject matter experts who have spent their lives cultivating knowledge and educating others. The show has been an excellent addition for a variety of clients, especially those looking to reach college-educated Millennials with a penchant for continual self-improvement. Whether street smart or book smart, the smartest CAOs will click the link below for more details. Get The Deal Podcast’s Success Not Lost in Translation Network: The Podglomerate LLC / Monthly Downloads: 4M / Current Civility Score: 98, HIGH Perk up those ears, because we have a surefire top performer for you. Boasting a 20M download history and top-tier credentials, hosts Lindsay McMahon and Michelle Kaplan are two language instructors on a mission to help others perfect their American English and become fluent in no time. Their brand of “connection not perfection” tutelage has broadened their audience and helped push their show into the top internal performer lists for many B2B and DTC advertisers. Their lessons often focus on direct, contextual examples of everyday life and specific business-related tasks. Between longer episodes, the twosome host short weekly quizzes that also include an email component. This extremely professional and thorough podcast has become a great resource and tool for people of all backgrounds and affiliations, and a brand safe option for those who value civility. But actions speak louder than words, so click below for more information. Get The Deal In Case You Missed It 2024 Podcast Landscape Sounds Very Profitable Sounds Profitable’s The Podcast Landscape study revealed a majority (53%) of Americans now listen to podcasts monthly, with non-listeners dropping to 26%, indicating podcasts have become fully mainstream. 5,071 Americans revealed significant podcast listening trends: 63% of Hispanics, 62% of Asian-Americans, and 59% of Blacks listen monthly, compared to 52% of Whites. Younger, non-White demographics are driving these habits, with opportunities for growth among older listeners as 58% of those 55+ have never listened (we can help change that by forwarding this week’s Media Roundtable episode to your parents). The survey also noted 57% monthly listening among LGBTQ+ individuals. As always, the Sounds Profitable study is comprehensive, with a large sample size that instills high confidence in the findings. This allows for in-depth analysis into more audience segments, as highlighted in the study, with more insights to come. Kudos to Tom Webster, the team at Sounds Profitable, and their research partner, Signal Hill Insights. Read More Accurate Reach Measurement for Podcast Campaigns? Magellan AI has launched “Reach Lift”, a podcast measurement product that provides advertisers with insights into reach-related campaign performance. Developed in collaboration with Wondery, Reach Lift offers comprehensive, unduplicated reach metrics for podcast campaigns within a broader digital media mix. The product claims to enable advertisers to optimize their podcast ads by providing detailed visibility into total campaign reach, unique reach, incremental reach from podcast networks, and cost per unique reach. Accurately estimating reach and frequency has been a challenge since the early days of podcasting, back when shows were still listened to on iPods. We’re encouraged to see Magellan AI (and others) working to solve this issue and provide reliable reach and frequency estimates for podcast campaigns. Read More Podcasting Strikes Oil Saudi Arabia is experiencing a podcast boom, with a 3-hour episode of the Arabic podcast Finjan breaking records as the most-watched podcast globally on YouTube, amassing over 113 million views. The MENA region, particularly Saudi Arabia, boasts high podcast engagement, with 67% of adults listening for an hour or more weekly, surpassing the US and Europe. This is yet another example of how rapidly podcasting is expanding around the globe. It’s time for more international brands to start reaching their consumers through the power of podcast advertising. Also, perhaps it’s time to start learning Arabic. Read More #SaveTheLiveReads Pure Hustle Has Finally Found, FOUND! This week, we have an exciting NEW addition to the yet-to-be-a-real thing, Live Read Hall of Fame with a recent ad for one of our newest clients, FOUND! Mike and Orlando, hosts of the Pure Hustle Podcast, are the go-to experts on all things entrepreneurship, so when they share their personal stories as multi-business owners, it’s well substantiated. The two deliver an excellent setup, using their own personal experience to set the stage. Next, they lead into their specific use case about just how easy it is to get overwhelmed with staying organized when running multiple businesses. That is, until they found…FOUND! There’s no gimmick or hard selling, the reviews and quality personal experience speak for itself. If you’re a CAO in the B2B space, you may have Found your next podcast test. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! Fresh from Podcast Movement 2024 in DC, we’re here to alleviate FOMO (ICYMI) and share the biggest takeaways from speakers and attendees. Dan Granger (CEO & Founder, Oxford Road) recaps and reminisces with fellow Oxford Roadies Miranda Romano (SVP, Media, Oxford Road), Neal Lucey (EVP, Strategy & Product, Oxford Road) and welcoming Tess Ryan (Associate Media Director, Oxford Road). The team is talking: Two Kinds of True Crime, Research Superpowers, What Brands Want, and more. Let’s dig in. “The beauty of podcasting and its greatest challenge is this fragmentation.” – Dan Granger (CEO & Founder, Oxford Road) Two Kinds of True Crime ️ – True Crime’s a juggernaut of genre, but it’s not uniform, as Miranda’s panel addressed. While some advertisers avoid it altogether, smart CAOs should consider this question first: Is it exploitative or productive? There are amazing podcasters helping to solve cold cases (shoutout to our friend Ashley Flowers of Crime Junkie), and producing great journalism that’s morphed into a form of public service. These types of shows are worthy of your brand dollars. Research: Your Superpower – Great research guides the industry. Per Neal’s panel on research, we don’t know where we’d be without the work of Signal Hill Insights, Edison Research, Sounds Profitable, and many others. Neal’s tip to make sure you’re getting the most from the data? Consistency. ‘When I see consistency across sources, that validates the value of the research to me.’ What Brands Want: The Report – Adding to the realm of research, we’ve unleashed our Oxford Road PodLoad Report with Podscribe (now in the WSJ!) and our Oxford Clock. Plus, we teased a new report on What Brands Want, straight from our CAOs. One stat that’s currently driving discussion: 80% of brands surveyed say the tools available to them in podcasting are substantially less useful than what they get from other media channels. Don’t miss all the ‘you had to be there’ moments.  Catch the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Little Classified True Crime Network: QCODE / Monthly Downloads: 58k / Current Civility Score: 84, HIGH It may not be a favorite emotion, but fans of our first selection love to get Big Mad! That’s because host Heather Ashley talks about some of the most tragic, egregious, horrible crimes known to humankind, and likes her listeners to remember that these perpetrators are NOT idols. Ashley narrates each episode with a flowy voiceover in a confident, assured tone, while still feigning irreverence. Her evenhanded cadence creates a distinct intended tension for her listeners,  hooking a loyal fanbase of true crime lovers.Recent episodes have covered well-documented cases like; the Girl in the Box and the death of Jason Corbett, with a focus on the victims in those cases. This is a surefire top performer for DTC advertisers with a strong preference for this genre. Don’t get mad, get Big Mad, by clicking below. Get The Deal A Friend in Need is a Friend Indeed Network: Moonbeam Media / Monthly Downloads: 15k / Current Civility Score: 81, HIGH Girlfriendship is a special bond that’s truly hard to define, even in podcasting. Aleena Miller and Sarah Whelan know how to decompress and just be themselves in the most visceral, authentic, lovable ways possible. In doing so they’ve deeply connected with an audience yearning to hear from these two close gal pals,  even when things become a bit complex. Their episodes are a hodge-podge of advice, introspection, love for the internet, and pop culture, and their Gen Z have become accustomed to hearing their specific POVs. The show differentiates itself from other ‘bed set’ simulcast options by touching on less mainstream topics like; female sexuality, niche mental health issues, and women’s anxieties with fertility. This show has been a high performer for many DTC and small B2C advertisers looking to reach a younger female demographic. Get your friendship bracelet today by clicking the link below. Get The Deal In Case You Missed It Don’t Skip the Beat: Music Matters Edison Research has released the Music Discovery Report, revealing that Spotify is the primary source people 12+ use to follow music. The report highlights the importance of music discovery for the US population 12+, with 14% of the 12+ stating it’s very important, and 35% saying it’s somewhat important. Spotify has grown significantly over time, with 48% of 12+ listeners using it to learn about music. Social media plays a significant role in music discovery, with 63% using Instagram, 58% using TikTok, and 18% using Facebook. Black Americans, including age 12+ are the most dedicated music followers. CAOs, if music isn’t part of your audio strategy, we strongly recommend considering it. While podcasting gets the attention, 65% of consumers’ time spent with audio is dedicated to music. Read More Alex Cooper Says Yes to SXM Alex Cooper, the world’s most popular female podcaster, has signed a $125 million deal with SiriusXM to take her Call Her Daddy show and burgeoning podcast collective starting in 2025. The deal gives SiriusXM exclusive advertising and distribution rights for Cooper’s flagship podcast and her Unwell brand’s lineup of shows (which include Hot Mess With Alix Earle, Pretty Lonesome With Madeline Argy, Boyfriend Material With Harry Jowsey and In Your Dreams With Owen Thiele). SXM made waves when they scooped up SmartLess from Wondery in January, and now they’ve landed Alex Cooper—the biggest free agent in podcasts, and formerly a Spotify exclusive. Read More The Kelce Bros. Take Their Talents to Amazon The Kelce brothers have signed a three-year deal with Amazon’s Wondery for their popular New Heights podcast, worth over $100 million. The deal includes global distribution rights to all audio and video episodes of the podcast, including the show’s back catalog of content. Wondery also has exclusive rights to monetize and distribute audio and video podcast episodes. The deal kicks off next NFL season and will still be available on various podcast services. One thing that’s unmistakable in 2024—publishers are willing to shell out BIG bucks for BIG podcasters. Is this good for podcasting? We say YES! It demonstrates the value of top creators and their loyal listenership. Read More #SaveTheLiveReads The Rooster Crows for Tim Ferriss & Shopify Cock-a-doodle-doo Influencees! It’s a great day for Shopify seller success stories, courtesy of The Tim Ferriss Show. Armed with some tongue-in-cheek and genius shop ideas, Tim Ferriss gives a genuine personal endorsement for Shopify and his COCKPUNCH Coffee business, powered by Shopify, of course! Tim’s upbeat delivery and in-depth substantiation, backed with a splash of energetic background music, make this a great sponsorship to jam along to. Ferriss also shares how his business ‘gives back,’ elaborating that positive incentive fuels eagerness—turning browsers into buyers. Tim’s fine execution is one where every word counts. Definitely worthy of the rooster’s crow! Listen Here Contact us for a Consultation  OXFORd In The News The WSJ Talkin’ ‘bout Our PodLoad Report Last week we shared how the industry is abuzz about our “The Danger of Rising PodLoad“ report featured in notable podworthy publications like; Podnews, Podcast News Daily, and the Podcast Business Journal, sharing our findings. And now, The Wall Street Journal has jumped aboard our Oxford Road Anti-PodLoad train. The WSJ article goes a bit more in-depth, to include additional perspectives on the topic. In addition to numerous quotes from our own Dan Granger (CEO & Founder, Oxford Road) and Pete Birsinger (CEO & Founder, Podscribe), the article shares thoughts from podcast hosts Claire Parker and Ashley Hamilton (Celebrity Memoir Book Club) as well as Jasper Wang (Co-Founder and VP of Revenue & Operations, Defector) rounding out the piece with the creator-side of the issue. CAOs, if you’re not fully up to speed on how increased ad load impacts the efficacy of your podcast ad dollars, check out the report first, then read this article. Read More 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!

This episode of the Media Roundtable is a guaranteed jolt of energy showcasing the positive power of audio! This week, we feature the kickoff event from our 2nd Annual CAO Summit. The conversation focuses on what makes our work matter: Purpose. Dan Granger (CEO & Founder, Oxford Road) takes the stage with two audio titans; Ashley Flowers, (Founder & CEO, audiochuck, Creator/Host of Crime Junkie) and Brittany Clevenger (Senior Director of Growth Marketing, BetterHelp) to discuss harnessing the power of audio for ‘good.’ Together they cover: thoughtful ad breaks, long-lasting partnerships, celebrating wins, and getting started the right way. Let’s dig in. “The right stories, the right way, for the right reasons.” – Ashley Flowers, (Founder & CEO, audiochuck, Creator/Host of Crime Junkie) Celebrate Your Wins – One benefit of knowing your bigger purpose? The wins become a lot clearer and they energize you along the way. Ashley and Brittany both share story after story of lives they’ve touched. The takeaway for CAOs? Define your big, purposeful goal early and be on the lookout for wins to sustain your mission. Be Thoughtful – The fireside chat’s just a MasterClass in GOAT-iness. Ashley (2.5B downloads) and Brittany (top podcast spender) are both at the top of their game. One thing that separates them? It’s not just doing the big things right. When you know your work matters, you take care of the smaller details too. Like consciously building ad breaks into your content in places where the ads will shine. Getting Started – Brittany helped scale BetterHelp into a podcast juggernaut. Her one bit of advice for getting started? Don’t do it on your own. Whether you’re tapping a consultant, a colleague who knows the space, or a top audio agency ( ), leveraging existing expertise gives you a head start and makes the journey so much easier. Let these experts inspire you. Tune into the full episode with the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds An Apple a Day Keeps the 30 Away Network: Libsyn Ads / Monthly Downloads: 75k / Current Civility Score: 97, HIGH For a second time this year, professionals from the audio industry are gathering en masse for a week of thought leadership. Podcast Movement’s slate of engaged speakers includes some of the biggest names in podcasting, and we’d like to showcase two of their shows. Our first selection has long been a consistent high performer for our female skew clients and beloved by health nuts everywhere. Hosts Krista Williams and Lindsey Simcik have made it their mission to provide context on both alternative and mainstream health topics to an entire generation of young women. Their show covers a wide variety of topics including weight loss, body positivity, sexual health, pregnancy, and so much more. This podcast has additionally thrived thanks to its consistency in providing a safe space for those who want to ask tough questions. We’re fully, not almost, sure you’ll love this opportunity. Click below to learn more. Get The Deal Forever Young, I Want to Be, Forever Young Network: YAP Media / Monthly Downloads: 300k / Current Civility Score: 98, HIGH Hala Taha is an extremely credentialed podcaster. She built the eponymous network on which her podcast resides, she’s been a longtime a LinkedIn guru, thought leader, public speaker, and a bonafide hustler. For these reasons and many more, listeners flock to her show regularly to hear Hala and her show guests expand on trending topics. Taha’s solo episodes are consistently high quality. She also boasts an impressive list of guests including; Dr. Jill Stein, Ryan Serhant, and will.i.am–let the beat rock! The show speaks to an audience interested in production and marketing of podcasts, making it a great resource for audio newbies. While this offering is best suited for those targeting small business owners, social media managers, and millennial women, it’s always a solid top performer for anyone investing heavily in the business genre. Gather ‘round young and old alike, to click below for more. Get The Deal In Case You Missed It Podscribe’s Benchmark According to Q2 2024 – Podscribe Performance Benchmarks, Apple Podcasts’ iOS 17 rollout has significantly made an impact on the podcast industry, with 86% of downloads now being implemented on devices using this latest operating system. The shift has helped remove excessive downloads and align the “download” metric with an advertising “impression” metric, improving return on investment metrics for advertisers. The update also lowers the number of “phantom downloads” included in impression counts, resulting in better performance for episodic-based advertising. Podscribe has done it again. Their latest benchmark report identifies tangible insights that can enhance campaign performance. One key takeaway: episodic buys often outperform impression-based buys due to better control over excessive frequency among a small number of consumers. Read More Has Claritas Solved Terrestrial Radio Attribution? Claritas has introduced an AI Broadcast Attribution Solution, allowing marketers to optimize the effectiveness of broadcast campaigns. It promises to accurately measure the impact of broadcast advertising and enable analysis of performance within a broader media mix. The solution also navigates masked consumer identifiers, enabling marketers to identify similar audiences for targeted outreach. The ‘Claritas claim’ to have cracked the code on terrestrial and satellite radio attribution is a bold one. If true, the solution will unlock radio for performance advertisers, which has proved to be elusive for many. Stay tuned as we put this one through the test. Read More FTC Takes a Stand on Fake Testimonials The FTC has issued new rules to combat fake testimonials in advertising and websites. New regulations prohibit radio stations and other businesses from disseminating testimonials if they know or should have known they’re fake or false. The FTC emphasizes the importance of traditional media like radio to be vigilant for “red flags” indicating a testimonial is likely fake. The rules also prohibit businesses from creating or selling fake customer reviews, including artificial intelligence, and from buying or disseminating such testimonials. This news has implications for podcasting. There is a difference between a host read ad and a host endorsement – i.e., ‘I use this and you should too’. With the latter being the North Star in podcasting. Let’s make sure those endorsement ads are genuine. We’ve seen this one coming for a while, so at Oxford Road, current FTC Endorsement Guidelines are included as mandatory links in host-read copy. Read More #SaveTheLiveReads Forever35 + MasterClass = Perfect Match This week’s #STLR highlights a perfect match between our client MasterClass and the Forever35 podcast, “for the things we do to take care of ourselves.” Author and podcast host Kate Spencer is perfectly suited to demonstrate the quality of learning for writers just starting out, as well as for seasoned pros seeking new inspiration. Kate’s impressive writing skills and credibility enable her to genuinely substantiate the live read content. So does her willingness and vulnerability in sharing how these lessons specifically help her career continue to excel. Kate’s earnest delivery instills a sense of trust with her audience, reassuring them this recommendation truly reaps GREAT rewards! Listen Here Contact us for a Consultation  OXFORd In The News GARM Out – What’s Next? Last week we shared that the Global Alliance for Responsible Media (GARM) called it quits, just 3 months after Dan Granger (CEO & Founder, Oxford Road) pointed out the inherent flaw in using the framework for brand safety during the IAB Upfronts in May. After last week’s Influencer, AdWeek picked up Dan’s message about why the end of GARM is actually the beginning of rethinking brand safety and suitability for our industry. For CAOs wondering what’s filling the void created after GARM’s dissolution, we’ve got some answers. Email us to learn more. Read More Loads of PodLoad Press Also in last week’s Influencer, we shared our “The Danger of Rising PodLoad” report which addresses the massive spike of ads in podcasts, how it’s negatively affecting performance, and it provides a solution we call: The Oxford Clock. We’re happy to announce the industry is taking notice. Trade publications are currently sharing the news, with Podnews, Podcast News Daily, and the Podcast Business Journal all sharing our POV with their readers. More to come on this, but in the meantime, check out our report and let us know your thoughts by emailing us here. Read More 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!

For every podcast ad you’ve bought, there’s a hidden variable that swings performance in double-digit percentages. It’s time to talk about that. This week, in a ground-breaking episode of the Media Roundtable, we reveal our newest report, The Danger of Rising PodLoad: How Increasing Clutter Erodes Podcast Advertising Value. This industry-first case study on ad loads and performance answers the question that every CAO wants to know: “What’s the right amount of ads for a podcast?” Giles Martin (EVP, Strategy & Insights, Oxford Road) joins Pete Birsinger (CEO & Founder, Podscribe) onstage at our recent CAO Summit to present the PodLoad Report. Oxford Road partners with Podscribe to analyze 1.7 Billion podcast impressions across 1800+ shows, tying ad loads to real performance for 159 brands. Here’s what we found: “If the ad load of an episode goes from 5% to 15%, you can reasonably expect a 30-40% drop-off in conversion rate.” – Pete Birsinger, CEO & Founder, Podscribe Ad Load Matters ⚖️- Ad load: the percentage of ads in every podcast. 10 minutes of ads in a 100 minute podcast? Ad load is 10%. When shows go past 6% ad load, performance starts to dip. Your Cost Per Purchase will be around 12% worse when ad loads hit 10%. When ad loads hit 15%? It’s 31% worse. What’s At Stake – Compared to other channels, podcast ads are well tolerated, for now, anyway. Nearly half of listeners enjoy or don’t mind podcast ads. Less than 10% of listeners find ads intolerable. Plus 28% of listeners watch/listen to all of the ads, the high mark for all media surveyed. This is the secret sauce of podcasting. But increasing ad loads can erode podcasting trust–and effectiveness. Starting the Oxford Clock ⏳– Ad load for shows and publishers vary widely. That’s why we propose a standard breakdown of an optimized podcasting hour. Presenting the Oxford Clock. It features a 10% ad load, emphasizing live reads and balancing listener, host, network, and brand needs. Have a show going beyond 10% ad load? Time to start asking for a discount. For insights that’ll change the way you buy podcast ads, check out the full episode and click here to dive into the PodLoad Report. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Don’t Turn That Dial Network: Dear Media / Monthly Downloads: 150k / Current Civility Score: Pending While social media is a space rife with hostility and bad vibes, comfort creators provide a shining light in the darkness. This week, two such personalities have launched brand new podcasts for our eartertainment. Our first comes from Dear Media, hosted by TikTok and Instagram star Bretman Rock. Boasting an astounding 18m followers per handle, Bretman is seen as a charismatic, magnetic influencer with a heart of gold. In the first couple of episodes, Bretman muses over his own personal growth, cultural identity, and his family. (He cares so much about his tribe, that he even interviewed his niece.) Though the show has not gained a sponsor just yet, this is a great opportunity for advertisers looking to reach a Gen Z demo of internet-focused young professionals. Be da baddest marketer in podcasting by clicking the link below. Get The Deal Definitely a Girl’s Girl Network: Brat TV / Monthly Downloads: 65k / Current Civility Score: Pending Anna Sitar proved to be a beacon of hope during the pandemic, while promoting a positive outlook on the concept of self-fulfillment. Her 11.9m followers watched intently as she journeyed through the last stages of her Master’s degree, an alleged break-up, a move, and many many OOTDs. Always intent on being more quirky than queenly, and friend vs foe, Anna has become the ultimate girl’s girl of TikTok. In her newest venture with Brat TV, she provides a more intimate, exclusive experience, sharing her unvarnished opinions on love, life, and her own personal pursuit of happiness. Like her internet content, Anna touches on interesting, meaningful topics like; sobriety, the importance of communication in relationship building, and international travel tips. This is a great opportunity to reach young women intent on improving mental health. Guide your way to the link below for more. Get The Deal In Case You Missed It What’s the HARM with GARM? After last month’s congressional hearing and more recently, a lawsuit filed by Elon Musk’s X (formerly Twitter), The Global Alliance for Responsible Media (GARM) has “discontinued” activities. GARM was an initiative formed in 2019 by the World Federation of Advertisers (WFA)  providing tools to help advertisers avoid inadvertently supporting harmful and/or illegal content. Musk’s allegation is that GARM “organized to collectively withhold billions of dollars in advertising” because the group was concerned Twitter had deviated from brand safety standards. Here at the Influencer, we actually look at this as a step in the right direction, but not because of the reasons Musk or the Judicial Hearings suggest. Oxford Founder and CEO, Dan Granger sums it up perfectly in a recent post, and rather than paraphrase, curious CAOs can click here to read on. Read More The Podcast A-List Moves Podcasting has matured, marked by strategic dealmaking and acquisitions. SmartLess, hosted by Jason Bateman, Will Arnett, and Sean Hayes, transitioned from Wondery to SiriusXM in a $100 million deal. Wondery, in turn, acquired Armchair Expert from Spotify for $80 million. Meanwhile, Call Her Daddy’s Alex Cooper and the Kelce brothers’ New Heights podcast are also seeking high salaries. There are now fewer ‘walled-garden’ deals, with more companies opting for exclusive sales and first-look agreements with podcasters, while allowing distribution across multiple platforms. The Hollywood Reporter piece offers an excellent overview of the key players in podcasting and the recent reshuffling of network representation. It’s a worthwhile read for CAOs already in the space or those looking to incorporate podcasts into their marketing strategies. Read More Pay Attention to This Adelaide’s Attentiveness Measurement Report has found that advertising attention varies across media platforms. To achieve the same attention as a $1,000 AM/FM radio advertising investment, digital ads, TikTok, Snapchat, LinkedIn, and Reddit would require twice as much. Traditional media ads have greater engagement compared to digital ads, with audio platforms satisfying unique needs. The Association of National Advertisers reveals there are three stages to what they define as the Attention Pathway: 1. Get Noticed 2. Hold Attention 3. Impact Memory CAOs, not all ad impressions are the same. This report from the Cumulus Media | WWO Audio Active Group demonstrates that attention matters. Good news: audio excels as a high-attention medium for advertisers. Read More Listeners Like Their True Crime The 2022 Sounds Profitable study, Safe and Sound, highlights true crime podcasts’ strong audience engagement and brand loyalty, with only 9% of respondents disagreeing with the phrase ‘I like it when a brand supports my favorite true crime podcast.’ Despite resembling TV procedurals, brands often avoid the genre due to its association with murder, missing an opportunity to connect with a dedicated audience. CAOs: don’t fear true crime. It’s where a lot of your audience lurks. Read More #SaveTheLiveReads Learnin’ about EarnIn Never Not Funny: The Jimmy Pardo Podcast shares a bit of invention FOMO after learnin’ about EarnIn! Jimmy Pardo exuberantly substantiates how finding out about EarnIn was an “ah-ah” moment. If only he could have come up with that idea! Pardo’s earnest sincerity and positive influence generate a glowing recommendation for the popular ‘make any day payday’ app. The combination of his setup and delivery is effective within the timeframe for EarnIn’s sponsorship. Instead of feeling limited to the 60 seconds allotted for his live read, Jimmy efficiently delivers the goods. Through playful humor, Never Not Funny: The Jimmy Pardo Podcast adds another level of greatness you can take to this week’s #STLR bank! Listen Here Contact us for a Consultation  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!

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 7 – “Audio Affects.” Fearless host Stew Redwine (VP, Creative, Oxford Road) welcomes bonafide Audio Legend, Kraig Kitchin. Kraig’s a highly regarded Talent Manager for many well known on-air personalities and longtime Senior Strategic Advisor for Oxford Road. (Check out his epic episode on the Media Roundtable) As if that weren’t enough, he’s also Co-Chair and 2024 Inductee to the Radio Hall of Fame and Co-Founder of Premiere Networks. Join Stew and Kraig, as they wax poetic on the science and emotion of audio and break down ads from Lowe’s, Progressive, Babbel, and Home Depot. “You don’t need pictures in front of you to see what you’re feeling.” – Kraig Kitchin, Audio Legend Theater of the Mind – Audio processing in the brain is deeply connected to emotions. It’s our fastest sense (Olympic starting gun, anyone?) All this is to say that if you’re not trying to create a true theater of the mind experience in your audio ads, you’re leaving feelings on the table. CAOs, take these emotionally affecting audio tools and use them to your advantage to tell your story. Getting Distinct – Let’s give it up again for sonic distinctiveness. (Special shout out to Lucinda of Moink‘s “I’m just so happy I got Moinked.”) Great brands take up intentional auditory space and sound unique, like no one else around them. CAOs, this is well worth your time. When it comes to audio logos, heed Dolly Parton’s words; “Find out who you are and do it on purpose.” Speaking of which… Sounds like a Winner – The first ever Ad Infinitum contest! Hear our sizzle reel of audio logos and email Stew on how many logos you can identify. Guess right and you could win your very own signed, laminated Audiolytics™ handout, a one-of-a-kind item of incalculable value! Ready to unlock all the audio-feels? Click the link below to catch the full episode. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds A Wicked Good Podcast Network: QCODE Media / Monthly Downloads: 20k / Current Civility Score: Pending Murder may not be on our minds but it has found a way into our classifieds. True crime is still a top performing genre, and two opportunities we’re presenting this week are among the best options for your next test. Our first selection derives its name from a well-loved fictionary Maine whodunnit setting, but unlike that classic fav, content never enters into lighthearted territory. Narrated by Maine native Kristen Seavey, each episode chronicles a true crime story set in a New England small town, often overlooked by larger podcasts. This is an even mix of storytelling and reporting,  including many mysteries that remain unsolved. Whether listeners are drawn to the format of the show, or mistakenly think the great Angela Lansbury will pop in, over its multi-year run, Murder, She Told has become a fixture of many female skewing plans for its high performance. Embark on a journey to Cabot Cove via the link below. Get The Deal Murder: A Family Affair Network: AdLarge Media / Monthly Downloads: 325k / Current Civility Score: 95, HIGH Many wives love to sit down with their husbands and recount the latest internet drama. In Payton Moreland’s case it’s recounting an entire true crime story. In tandem with her husband, Garrett Moreland, Murder With My Husband has become a staple of the true crime genre for its inventive premise, deep research and valuing of curiosity above all else. The twosome have covered such infamous cases as the killing of Dorothy Stratten, the recent Karen Read trial, and the death of Marianne Shockley. Though some of these stories have been covered by other podcasts in the genre, it’s intriguing to hear Garrett experience them for the first time, as someone who knows nothing about the lurid details. This opportunity is best suited for those looking to target married young professional millennial women. Do you follow the link below to make this your lawfully wedded classified? We do. Get The Deal In Case You Missed It Canva for Audio Wondercraft has launched the world’s first AI “Ad Studio” called “Canva for Audio,” which enables creative teams to produce, iterate, and translate studio-quality audio ads in seconds. It covers multiple languages, accents and emotions, features a timeline editor for editing, collaboration, localization, and it allows brands and creatives to collaborate seamlessly in a single interface. Given how Canva has democratized design, Wondercraft’s AI studio could make audio accessible to more advertisers. This is a good thing, since many potential audio advertisers are sitting on the sidelines because they haven’t cracked the audio creative code. Read More It’s the Most Wonderful Time of the Year for Podcast Ads Veritonic’s latest study on the effectiveness of podcast advertising reveals that podcast ads are gaining popularity during critical shopping periods like back to school and the holiday season. Key findings: 58% of consumers prefer podcast ads for back to school shopping. 75% of consumers favor podcast ads for holiday shopping. Consumers are more inclined to purchase from podcast ads offering discounts, free shipping and BOGO deals. These insights highlight the growing influence podcasts have on consumer decisions. CAOs, especially those in the DTC space, as you plan for the holidays, consider the impact podcasts can have on potential buyers. Read More And the Gold Medal Goes To… Top brands like Visa, Samsung and Coca-Cola achieve success through long-term sports sponsorships. For example, Visa’s association with the Olympics boosted their global awareness from 40% in 2021 to 43% in 2024. And Visa’s not the only one going for the gold. In that same time frame, P&G’s association with the Olympics has gained two points in awareness, Samsung jumped seven points, and Airbnb saw a nine point spike in awareness because of their association with the Olympic Games. Consumers rarely buy from brands they don’t know, so this spike in brand awareness is crucial. So what does this mean for audio? It speaks to value. You would never buy the Olympics based on efficiency. The same can be said for some chart-topping podcasts. However, value is more than just price. It’s important to consider other factors such as audience, show content, other world events and the importance of host personal endorsements when choosing your podcast campaign. Read More #SaveTheLiveReads We Didn’t Read It… But we DID Babbel It While the art of improvisation is a specialized theatrical realm not everyone can master, the cast of We Didn’t Read It accepts the challenge for Babbel. These artful young hosts creatively deliver the facts and deets on how and why they use the language learning app designed by real people for real conversations. Utilizing individual customizations with a sprinkle of Babbel sonic ID,  the We Didn’t Read It crew spreads a vibe of language learning comradery. Their harmonious ad read amplifies the essence of fun one can experience when learning a new language with others. Whether communicating with folks around the world, or living in a multilingual household, these hosts deliver Babbel as an exciting journey to get you there. Their sense of positivity and commitment to learning a new language opens the door to all kinds of new possibilities… plus a few bragging rights, of course! Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we’re going back to our roots and one of our passions: Civil Discourse in Audio. Dan Granger, (CEO & Founder at Oxford Road) welcomes bi-partisan hosts of the new podcast; The Campaign Managers with Kellyanne Conway (former Campaign Manager and Senior Counselor to former President Trump) and David Plouffe (former Campaign Manager and Senior Advisor to former President Obama). They’re talking: The Power of Listening to Other Opinions, The Divided and the Deciders, Civility, and more. Let’s dive in. It’s easy to be enraged. It’s essential to be engaged. – Kellyanne Conway (former Campaign Manager and Senior Counselor to former President Trump) Big Divide, Few Deciders – In elections, there are very few votes actually up for grabs. The lesson for CAOs? Know who you should talk to. When running your campaigns, think about the people who are hearing your message, who would truly make a difference. Focusing on anyone else won’t deliver the same incremental impact. Staying Civil  ⚖️ – For a long time we’ve said for brand safety and suitability that following the GARM framework isn’t enough. That’s why we’re big proponents (and investors) for Seekr’s Civility score. The Campaign Managers scores a 93, supporting the idea that you can discuss hard topics–without agreeing–in a productive, civil conversation. Engaged, not Enraged – We’ve spilled tons of digital ink on the Outrage Industrial Complex. Anger = listeners and ad dollars, but Kellyanne and David are hoping for something more… motivation for listeners to engage with civility and affect positive change. It’s okay to hear an opinion you don’t like (and according to former President Obama, definitely a good thing). However, what we do next, is up to us. For unparalleled insight into our current political situation and (maybe) a little hope, check out the full episode in the links below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds I’ll Be There For You Network: ACE CREATORS / Monthly Downloads: 250k / Current Civility Score: 96, HIGH Gaming has become a crowded and diverse space that can prove difficult for marketers to navigate. In a field proliferated by streamers, gameplay, and crass dialogue, Friends Per Second stands out as a more professionalized format. Self-proclaimed nerd hosts Jake Baldino, Lucy James, and Skill Up, are highly credentialed to speak with authority on everything from publisher news to game mechanics for new releases. Not only do listeners tune in for the trio’s opinions and specific knowledge on gaming, but what sets the show apart is their in-depth interviews with experts in the industry, including designers, studio heads, and other leaders in the space. When it comes to DR advertisers, this show partners with some of the best and brightest across a variety of categories. If you’re looking for heavy male demo on video first opportunities, FPS is a great option for future testing. Gain a friend for life by connecting with the link below. Get The Deal Tea Spillers See Their Cups Overfloweth Network: Audioboom / Monthly Downloads: 1M / Current Civility Score: 72, MEDIUM Podcasting often leaps into mainstream media when guests expose a juicy piece of gossip. On Cancelled, it’s the hosts who are often spilling the tea. Infamous influencers and friends Tana Mongeau and Brooke Schofield are longtime fixtures on YouTube and social media. Though Tana has been mired in a whirlwind of controversies, together these hosts have grown in popularity through the years. Now at their ultimate height, the show has gained even more popularity, covering topics on exes, trauma, and unfolding beef. Generally, when Tana and Brooke are not covering internet drama, the twosome are fierce allies providing unhinged and wildly hilarious commentary on their lives and loves. If you’re interested in reaching a younger female focused audience of gossip lovers, this is a surefire high performer. To join this friend circle, accept the link below for the full scoop. Get The Deal In Case You Missed It Is Streaming Audio Better than Radio? SiriusXM just released an article on their “4 Reasons Streaming Audio Ads Are Better than Radio Ads.” While we may not agree with their stance 100%, they make a compelling case for streaming. The article highlights that streaming audio offers advertisers more ways to craft the right message and find the right audience, making the experience (in their words) more personalized and convenient. SiriusXM’s top 4 advantages streaming audio ads have over traditional radio ads: 1. Streaming Audio Is More Personal 2. Your Ads Get More SOV than Radio Ads 3. You Can Incorporate Visual Media 4. Streaming Audio Gives You More Advertising Options While some of the advantages of streaming mentioned are undeniable (greater SOV, visual capabilities, and more advertising options), the personal connection listeners have with their radio personalities is only rivaled by podcast. So while we definitely advocate CAOs to explore the impact of streaming audio, don’t count radio out, just yet. Read More UK Podliferation Although the US paved the way for the podcast explosion, with 47% of Americans now listening at least once per month, our friends across the pond seem to like the medium even more. On Device, a global brand measurement company, reveals in a new study that 61% of UK residents now listen to podcasts monthly, spending an average of 1.8 hours a day listening to their favorite shows. The press release picked up by Podnews shares that the most popular genres are; True Crime (30%), Sports (30%), Chat/Conversational (27%), and News (22%). And where there’s an audience, there will also be movers and shakers. For example, though they have a commanding presence in North America, UK branded podcast production start-up Lower Street just announced their purchase of Pacific Content, creating the world’s #1 branded podcast agency. If you’re a marketer seeking international presence, the rapid adoption of podcasts overseas may present opportunities for growth we haven’t seen here in years. Read More Looking Beyond The Cast Local radio has been tapping into the power of on-site promotion for decades, finally podcast is following suit. Sunglass Hut in Beverly Hills recently hosted an immersive brand experience, connecting Acast’s Naked Beauty podcast with consumers and beauty influencers. This was the first US execution of Acast’s “Beyond the Podcast” strategy, focusing on multichannel marketing campaigns. Attendees connected with store associates and on-site makeup artists for personalized mini makeovers, including sunglasses recommendations. As programmatic buying platforms and cheap RON impressions become more prevalent in podcast, we anticipate more relational opportunities like this in the near future. If you’re ready to look “beyond the cast”, we’ve got some out of the box thinkers ready to go. Read More #SaveTheLiveReads There’s Zocdoc in my Chuckle Sandwich All too often, podcast listeners will cue into the robotic, boring start of an advertisement and tune out. But NOT when it comes to Ted Nivision and Schlatt of Chuckle Sandwich! These pro’s have mastered the art of setup, as displayed in this Zocdoc sponsorship. There’s an undeniable ease of what feels like a natural conversation between two dudes just shootin’ the breeze. Their delivery of this Zocdoc ad is perfectly woven into an informational personal endorsement about the struggle of trying to find a doctor. The hosts’ exuberant partnership is humorously engaging, drawing listeners in, so it doesn’t even feel like an ad! An intro like in this Chuckle Sandwich Zocdoc serving, makes for a delicious listening experience. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we recap the epic whirlwind of our 2nd Annual Oxford Road CAO Summit in Hollywood last week. Dan Granger, (CEO & Founder, Oxford Road) breaks down the highlights with brilliant CAOs/attendees: Mae Haynes, (Brand Media Manager, The Home Depot/GCC/Blinds.com) Brynn Greenelsh (Marketing Manager, Auctane–Stamps.com & ShipStation) Dominic Palombo, (Senior Partnerships Manager, Caldera + Lab) James Ingrassia, (EVP of Client Services, Oxford Road) The team’s talking: summer camp vibes, creative testing, the maturing audio industry, ideal ad load, and more. Let’s dig in. It was just great to see that [CAO] community taking place right in front of our eyes. – James Ingrassia, (EVP of Client Services, Oxford Road) Don’t Bunt ⚾ – The creative panel was a highlight for many of our CAOs. Takeaways for creative testing? Make sure you’re testing the right things in the right ways. Changing just 3 words out of 180 will give you dreaded inconclusive results. You want big swings. A massive strikeout is better than a bunt. Older and Wiser – Podcasting isn’t the Wild West anymore. Nowadays there are effective tools (plug: like Seekr & Podscribe) to dial in your campaign with intention. Which leads us to the next breakthrough… The Oxford Clock ⏱️ – Another highlight for our CAOs… The Oxford Clock. We previewed a case study we’ve been working on with Podscribe that lays out the ideal podcast hour with ad breaks. More to come, but performance starts to drop when 6% of the show is ads—there’s another cliff at 10%. For CAOs, looking at the percentage of ad load on shows you’re sponsoring may be the biggest lever you’re not pulling. If all of the above is giving you FOMO from not attending this year’s event, apply to join the CAO Club now so you can be at the next one. Click here for more information and to sign up. And for this year’s CAO Summit highlights and so much more, check out the full episode by attending to the links below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Extra! Extra! New Podcast Here Network: Cumulus Media / Monthly Downloads: 300k / Current Civility Score: 58, MEDIUM New Conservative voices are emerging every day, but few are given a large platform by way of podcast royalty. Enter Evita Duffy-Alfonso, journalist and independent thinker who recently joined podcast/radio host, Dan Bongino in order to launch her own venture. Hosted by Cumulus Media, Evita’s daily show provides an alternative to mainstream media as she flexes her credentials, having been ‘on the ground’ in situations of political strife. This is the perfect time to tune in and test on this fresh opportunity, given the recent reboot of our presidential election. In the first several episodes, this show is already seeing stellar numbers and coverage in the trades, though no advertisers have yet entered the ring. For those already running in news and political content, this is a surefire addition to your testing strategy for Q4. Breaking news: The link below has more info. Get The Deal XO, MaCenna Hits the Nail on the Head Network: Cloud 10 / Monthly Downloads: 40k / Current Civility Score: PENDING With underconsumption and upcycling trending on TikTok, Gen Z seeks expert voices for guidance on learning new skills. MaCenna Lee (XO, MaCenna) is a well-known YouTuber who radicalizes her audience by transforming their homes, one DIY project at a time. On her channel, MaCenna teaches how to use power tools, where to source materials, and the importance of admiring what you have, more than what you covet. Lee records from her WIP home, always speaking from the heart and being clear with her advice for those looking to do the same. Not only does she cover well-trodden ground, she also digs into the nitty gritty of project organization, how your mental health is affected during a reno, and what you should walk away from. XO, MaCenna has a variety of repeat DR advertisers, spanning multiple demos and categories. DIY with a little help from MaCenna by clicking the link below. Get The Deal In Case You Missed It Podcast Buyers Market No More 🙁 Podcasting has experienced a significant rebound in recent years, with companies like iHeartMedia and Acast reporting 18% and 25% growth respectively. Despite turbulence, overall podcasting ad revenue increased by 5% in 2023. Major players like Office Ladies and Dax Shepard have moved to Audacy and Wondery, respectively. CAOs, we regret to inform you that podcasting is no longer a buyer’s market–just in time for 2025 planning. But fear not, take heed, plan farther in advance, cast a wider net, and ensure you don’t get locked out of desirable inventory. Read More More Commuters = More Ears for Ads Podcasters are likely to have more listeners tuning in on morning or afternoon commutes as more workers are leaving home offices and commuting to the office. Katz Radio Group‘s analysis of YouGov data shows a trend towards commuting to workplaces, with over 70% of employed adults commuting as of June 2024. Commuting has increased 29% since 2020, with adults 30-44 most likely to work outside the home. The percentage of people commuting for work has grown from 56% in December 2020 to 70% in 2024. During commutes, most people listen to audio, whether it’s radio, streaming services, or podcasts. This trend is beneficial for marketers, as it means there are greater opportunities to reach an audience through audio advertising. Read More Spotify Goes HiFi Spotify is set to launch a premium subscription service called Spotify HiFi, offering a higher-quality streaming tier for around $17 or $18 per month. The service will provide better audio, more control, advanced library management, AI-powered playlists, and headphone sound quality optimization. The lossless audio plan is aimed at a subset of Spotify’s 246 million subscribers who want a better version of the service. While it might not be ad-supported, we support the idea of higher quality audio being available to consumers. Chief Audio Officers (CAOs), even without lossless audio, there’s an opportunity to elevate your creative efforts by designing your audio for a better headphone listening experience. For inspiration, put on your headphones and crank up Gorillaz. Here’s another tip: for free lossless audio, check out radioparadise.com. Read More #SaveTheLiveReads Dan Bongino Is Not Just a Tommy John Customer, He’s a FANATIC! “I Love Tommy John!” THAT’S straight from the mouth of Dan Bongino this week as he raves about his favorite (and his wife’s favorite), undies from Tommy John. Dan’s exuberant personality and belly laughter over our humorous ad copy makes you feel like you’re right there in the studio with him, experiencing his enthusiasm while he’s wearing his fav TJ’s. As a long-time Tommy John underwear FANATIC, Dan’s substantiation of their products is SUPREME, almost to the point of attempting to show them off!… but THAT kind of demonstration wouldn’t be appropriate… would it? Bongino’s infectious charm and execution of the equally clever copy crafted by the Oxford Road & Tommy John creative teams, push this ad to the top of the #savethelivereads charts! No adjustment needed. #iykyk. Listen Here Contact us for a Consultation  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!

We’ve got a jam-packed edition of the Influencer this week, but first, we’d be remiss not to address the attempted assassination of Former President Donald Trump this past weekend. What the world witnessed Saturday was shocking but sadly, no surprise. From what we know, this heinous act of violence was carried out by a sole deranged individual. And yet, the culmination of rhetoric coming from all sides of the political spectrum are undoubtedly a factor here. Words matter! Saturday’s events are the most extreme version of what happens when words send feelings and emotions spiraling out of control. Sometimes we forget that we’re all members of the human race; including those who may have divergent ideas and values from our own. Addressing differing opinions while maintaining human decency is what we strive for on behalf of Oxford Road here in the Influencer and on the Media Roundtable podcast. As marketers, we must support building bridges across our differences and preserving fair-minded discussion in the media landscape in an effort to reduce the likelihood of tragic events like this from happening again. We do this mainly through the corporate language of “Brand Safety and Suitability.” This is best represented by our advocacy for the Civility Score as a key metric in podcasting, as a measure of personal attacks in sponsorable content. Only through civil discourse can we, as President Biden so accurately asked, “lower the temperature in our politics” and focus on progress. Stepping off the soap box, we do have a great edition of the Influencer this week; our Ad Infinitum superhost Stew Redwine sits down with special guest—Mike Jensen, CEO of Rhapsody Voices—to chat about the “Rules of 3” pertaining to audio and advertising. Audio is replete with 3’s: First, there’s production: voice-over, sound design, and music. Second, there’s the classic story structure of beginning, middle, and end. Of course third, there’s the timeless rhetorical appeals: pathos, logos, and ethos. Mike adds a fourth dimension: the Host, the Audience, and the Sponsor. With all these forces at play in audio advertising, how can marketers make heads or tales of things to get the best ad for their buck? “We really want to deliver on the connectivity between the host, the sponsors, and the audience.” – Mike Jensen, CEO of Rhapsody Voices Mike channels his inner audio advertising guru to come up with 3 takeaways for forging connections with brands to make the host-read ads work. Authenticity is Key: Authenticity in host-read ads is paramount. A host should be able to demonstrate their genuine connection to the product—otherwise, why are they reading the ad? Simplicity: For Mike, authenticity goes hand-in-hand with simplicity. For example, if a Starbucks ad has 20 potential value propositions, the host shouldn’t try to highlight all of them. Instead, they should focus on one or two things, like perhaps new summer drinks and caffeine-free options. This way, the host can elaborate on what they genuinely like about the product. Clear Call to Action:  Everyone knows an ad works best when it has a call to action. However, not all CTAs are equal. Triple down on having a clear, concise, and persuasive CTA, and triple-check the copy to make sure it’s solid. After all, a read is only as good as the copy presented. Check out this Ad Infinitum episode for more valuable insights from these two major players in the audio space. Plus, you won’t want to miss everyone’s favorite segment; the air-check ad ratings! Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Clear Eyes, Full Hearts, Can’t Lose Network: PodcastOne / Monthly Downloads: 25k / Current Civility Score: Pending Nascent empires are growing rapidly as a result of present day innovation. Kendall Toole and Galey Alix embrace this equation well: Kendall became an instant Peloton celeb, thanks to her openness about mental health and her strong sense of self. Galey Alix is a phenomenal multi-hyphenate on Wall Street, though she’s best known as the host of HGTV’s Home in a Heartbeat, which has found unbridled success on Max. These hugely talented women have found kinship amidst their meteoric rise to fame, beliefs in self-worth, and their ability to influence an audience. The duo’s newest venture with PodcastOne premieres this week, and has already been hyped by numerous news and entertainment media outlets. This is a great opportunity for multiple advertisers, especially those with a heavy consumer base of women who list self-improvement as a major goal. We wholeheartedly recommend clicking below for more. Get The Deal Things That Go Bump in the Night Network: QCODE Media / Monthly Downloads: 135k / Current Civility Score: Pending Ballen Studios is expanding with a new enticing entry into the horror genre. Host Rodney Barnes is a writer, storyteller and horror aficionado with a long list of accolades in TV and print media. Similar to the campfire stories of yore, Barnes eerily weaves together tales of ghosts, demons and vampires, immersing them into present day scenarios. The sound design, narrative flow and reliance on the macabre make this a skin-twitchingly good listen. The show is already finding a rapt audience among Ballen diehards, as well as literary readers and fiction fans alike. This opportunity is best suited for advertisers seeking highly educated consumers who are also lifelong learners. The show overlaps with true crime content and is thus a great option for reaching a highly skewed female demo. RUN, FOOL to the link below for more. Get The Deal In Case You Missed It Brand Safety Talks on Capitol Hill The House Judiciary Committee is investigating whether advertisers are directing funds away from conservative media outlets, including talk radio, podcasts, and X. Daily Wire co-founder Ben Shapiro claims ‘an informal pressure system ensures left-wing media brands receive the majority of advertising.’ Global Alliance for Responsible Media (GARM) is under scrutiny, with evidence collected from GARM users indicating advertisers are colluding to steer ad dollars away from conservative media. We’ll steer clear of the political aspects and simply state that applying the GARM brand safety framework to podcasts is overly restrictive. Many top podcasts, including two of the most popular genres—Comedy and True Crime—become problematic when marketers use GARM for podcasting. Read More Dax Gets Zon’d Amazon’s Wondery has signed an exclusive distribution and ad-sales deal for the massively popular podcast, Armchair Expert with Dax Shepard. The deal includes co-developing two new podcasts and one livestream per year, with Wondery having a first-look option for additional podcasts. A couple of items in the announcement stand out to us; Wondery’s deal for Armchair Expert includes video podcasts, which is yet another sign of the growing importance of video. The deal also includes early access and ad-free versions of the podcast for subscribers of Wondery+. This leads us to consider whether subscriptions in podcasting will gain more traction as ad clutter in podcasting grows. It’s worth noting that overall ad clutter in podcasting is still low compared to the majority of other media channels. Read More Mutual of Omaha’s ‘Wild Kingdom’ Leaps into Podcasting Mutual of Omaha’s ‘Wild Kingdom’ ventures into podcasting with Pineapple Street Studios, launching ‘Mutual of Omaha’s Wild Kingdom The Podcast’ on July 16th. Co-hosts Peter Gros and Dr. Rae Wynn-Grant will explore wildlife conservation, continuing the series legacy. New episodes will be released weekly through October 1st. “By entering the podcast space, our goal is to reach a wider audience and continue to celebrate the conservation efforts of so many experts, and we’re excited to do so with Audacy’s Pineapple Street Studios,” said Jennifer Wulf, VP of Brand Marketing at Mutual of Omaha. Branded podcasts can be a challenging endeavor. They demand significant commitment and must offer content compelling enough to attract and retain an audience, making the investment—primarily in time—worthwhile. Given this, Mutual of Omaha’s decision to revive ‘Wild Kingdom’ as a podcast could be genius, provided enough people remember the TV show. Read More #SaveTheLiveReads LA PLATICA Impara L’Italiano con Babbel Ciao audio lovers! This week’s #STLR features Josh Leyva, co-host of the hit podcast LA PLATICA, with his molto bene passione for learning to speak Italian—thanks to Babbel! This popular podcaster, YouTuber, social media guru, entrepreneur lures devoted listeners with his exuberant personality and comedic notoriety. Josh has also recently decided to take on a new language as part of his repertoire (pardon our French)… enter Babbel! With flawless set up and substantiation, Josh Babbels his way into Italian. He then takes things a step further with a demonstration incorporating the language learning platform’s operating sonic ID. This personal endorsement and execution of audio branding offers listeners the true hands-on Babbel experience. Bravo Josh! Parlez vous français? Listen Here Contact us for a Consultation  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!

Oxford Road’s 11th anniversary has just passed and we can’t help but feel nostalgic this week. On that note, this week’s Media Roundtable special edition takes a look back at our past 5 years, with all the changes that have taken place in our world and the industry at large since 2019. In this episode, we feature 3 of Oxford Road’s ‘middle children’—folks who joined us at the halfway point of our existence, who also have a BIG hand in developing our agency into who we are today. Giles Martin (EVP of Strategy and Insights), Ricardo Martinez Simental (VP of Client Services), and Melissa Altamirano (Operations Manager) hopped into the recording booth with Dan Granger (Oxford Road CEO and Founder) to reminisce on all things Oxford Road over the last half-decade, while setting their sights on the future of audio. “How is the world changing? How is our world changing? And what can we learn from the past that will help us prepare for the future?” – Dan Granger, CEO and Founder of Oxford Road Here are just a few highlights from our special MRT 11th Anniversary Edition: Increased Ad Load ⚖️ – 5 years ago, the number of podcast ads were nowhere near terrestrial radio ad levels. But now, in some cases, we’re seeing almost double the ad load on podcasts. This is great in theory for brands and creators but can be risky when it comes to listener’s preferences. Keeping in mind the cautionary tale of FM radio, it matters how listeners feel about ad quality and frequency in their audio choices. Treading Water in Unpredictability – How could we look back at the past 5 years without talking about how we dealt with and bounced back from the COVID-19 pandemic? What we remember from this experience was at first, a massive influx of canceled orders. Then came a pattern of creators adjusting to new production procedures (hello closet podcast recorders! ). And finally, a few brands who were able to find stability among the chaos, like online grocery, restaurant, and pharmacy delivery services. So, what did we learn? Unpredictability is a given. Oh yeah, and with proper messaging, we know how to roll with the punches. Growth Always, Even if it Hurts – That’s our mantra. It’s our guiding principle at Oxford Road and has delivered us through the uncertainty of the always transforming industry over the past 5 years—not to mention the 11 years we’ve been on the block. We bring this mentality into everything we do. We grow as an agency, we help the market grow, and we trust that our relationships and partnerships grow exponentially as a result. As we look to the next 5 years at Oxford Road, one thing is clear, we’re excited to keep on growing. To understand more about the present through history’s lens, research the full episode via the link below. ⬇️ Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Can I Be Frank with You? Network: Spreaker / Monthly Downloads: 20k / Current Civility Score: Pending As many of us start swapping pool floats for car pools, and stop our out of office responses, career oriented podcasts are helping to get us back into the swing of things. Hosted by Kim Scott, Jason Rosoff & Amy Sandler, Radical Candor believes you should love what you do and who you are. While nearly half of Americans say their careers are important to them, the same holds true for job dissatisfaction. This offers a unique opportunity codifying the importance of mental health in relation to career advancement. Through bettering their listeners in fields of communication, utilizing team building and goal setting, these hosts aim to engage a stronger, better equipped workforce. While this podcast only recently opened to advertisers, its content mirrors similar business and self-improvement fare listed among our agency’s high performers. Give it to us straight—and please click below for more information. Get The Deal Say Yes to NOW Network: Crossover Media Group / Monthly Downloads: 10k / Current Civility Score: Pending Staying in our current lane of self-fulfillment, we bring you a vibrant new podcast from Crossover Media Group. Hosted by Pose actress Angelica Ross, each episode features intersectional conversations on topics of race, sexual orientation, and gender identity, that work to uplift multi-cultural communities. Though this is the lens with which subjects are viewed, artistic expression often remains the focal point. Recent conversations have touched on music, art, theater, film, and wellness. Guests have ranged from experts to artisans. Ross is often reverent toward her guests’ acumen while lending her unique perspective to the conversation. This is a great opportunity for those looking for diverse planning options in the society and culture sphere that cover more serious topics and opportunities outside of news. If you want to be part of the here and now click the link below. Get The Deal In Case You Missed It Has Beyoncé Changed the Face of Country? Following the release of Beyoncé’s Cowboy Carter album, Spotify and Nielsen reported spikes in country music listening, particularly in new demos. Among Black 18-34 year olds, Nielsen data showed a +40% increase in country music radio audience share. Read that again, a 40% increase in listenership among Black 18-34 year olds. And this trend has continued beyond Queen Bey. Shaboozey’s A Bar Song (Tipsy) hitting No. 1 on both the Hot 100 and Hot Country charts, making him the first Black Artist to achieve such a feat. Despite many articles citing the opposite, radio is not dead, it’s just reinventing itself. Read More Let’s Talk We’ve been saying it for years – Podcast is the new Talk-Radio and streaming is the new FM. Back in 2017, The Atlantic ran a story declaring “Podcasting is the new Talk-Radio“. Back then, according to Edison Research’s Share of Ear® data, 66% of spoken audio was attributed to AM/FM radio, with just 13% attributed to podcasting. Today, AM/FM has fallen to just 43% while podcasts continue to grow, now making up 36% and growing. AM/FM maintains an advantage with listeners 65 and older, but podcasting has already overtaken radio among younger audiences. Radio might not be dead, but Talk-Radio, which was long dominated by AM stations, has seen a dramatic shift to podcasts. If you want to reach people under 64 via spoken audio, podcasts are your best bet. Read More Saving Live Reads is Our Religion Podscribe’s latest update reveals Religion had the highest percentage of host-read ads in April at 87%, followed by Personal Journals (78%) and Leisure (77%). Government led producer-read ads at 57%. Host-read ads outperformed pre-produced ads, with 63% higher visitor rates and 91% better conversion rates. Ads placed earlier, plus longer ads, proved most effective. We know that host-read ads outperform announcer or repurposed radio ads. Now, thanks to Podscribe, we know which podcast genres have the highest share of host-read advertising. Pay attention to Podscribe, as they grow, they are unearthing some very important insights that may increase your performance in podcasts. Read More #SaveTheLiveReads Hellooo Diapers for “Barely Famous” Kail Lowry has learned a LOT from her experience as a teen mom. Originally reigning from stardom on MTV’s Teen Mom 2, she now hosts Barely Famous, a podcast facilitating raw and realistic tales of life shared among featured show guests. It’s no surprise that Kail’s a perfect match for Hello Bello, the diaper subscription service offering ‘premium for all because every baby deserves the best.’ In this episode, Kail and her guest Kristen dive into an engaging pool of substantiation for Hello Bello. This clever pairing of host and client showcases how to successfully reach and influence an audience. Along with Kail’s previous popularity on MTV, she’s gaining enduring fandom in the podcast space. As a devoted Hello Bello customer, and now the mother of 7, Kail Lowry exudes a genuine bond of trust with her listeners. And as a highly-rated podcast, Barely Famous holds the key to substantial performance as a sponsor for Hello Bello. Listen Here Contact us for a Consultation  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!

Independence Day is a time to reflect on beginnings. While most of us will be celebrating the birth of our nation, at Oxford Road, we’ll also be celebrating the birth of our agency, which intentionally launched on July 4th 2013. Eleven years ago, it felt like we had arrived on the ground floor of the podcast ecosystem, and that’s mostly true, but this week’s Media Roundtable guest is the OG who truly paved the way. Adam Curry (MTV VJ and host of No Agenda) is known in the industry as “the Podfather,” because he, along with programmer Dave Winer, are deemed inventors of the medium. Listen to Adam’s journey from radio pirate to MTV host, to literally creating the podcast industry we find ourselves immersed in today. Needless to say, the conversation on this week’s episode covers a wide range of topics, from the peculiarity of last week’s presidential debate to the evolving definition of “podcast,” and literally everything in between. “Why am I in podcasting? Because I’m a pirate radio broadcaster. Because I want to share something with my audience.” – Adam Curry, Podcast Founder, MTV VJ & Host of No Agenda Here are just a few of the highlights from our 4th of July week MRT Special Edition: Selling Spring Break – Adam Curry worked with MTV for nearly 8 years, playing a big role in developing one of their most successful shows: MTV Spring Break. Back in those daze, advertisers were spooked by cable. It felt phony and complicated compared to the existing mid-80’s ad landscape. Adam’s vision for MTV Spring Break was to be an ad-friendly program that authentically integrated product promotions into the fabric of the show. The result? A harmony of brand identity and creative playing out on cable TV. Pioneering the World Wide Web – Back in ‘95, Adam Curry was developing websites in “Silicon Alley.” He became a self-made internet expert, when most were still side-eyeing the medium with uncertainty. This paid off for Adam in a big and unexpected way. For years, he had been cultivating an idea for something new, but the tech just wasn’t there to support it. All that changed when he came upon the first iPod, everything clicked. It wasn’t a jukebox—no, it was more like a radio receiver. Thus, the concept of podcast was born. So, what do we make of this? Don’t be afraid to be nerdy. Push the envelope. Don’t try to catch up to tech—let it catch up to you. The Valor of Local Programming ️ – We’re all here because we know audio is a powerful format. It’s hyper-personal, creative, and adaptable. Adam Curry strives to push the boundaries of how we think about podcasting today, beyond general entertainment and national news stories. Podcasting shouldn’t necessarily be exclusive to entertainment, nor should it be reserved for creators with massive, national or international followings. Adam Curry’s vision? Local, informative, useful radio shows and podcasts that serve as an essential function within their communities. For Adam, this is what podcasting was meant to be. Take it from us: You won’t want to miss this MRT. Hear the full episode by tuning into the links below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds And a Klaatu Barada Nikto to You Network: Turpentine / Monthly Downloads: 12k / Current Civility Score:  100, HIGH As we shuttle off for our 4th of July holiday week, the Influencer offers two enticing classifieds, once you’re back behind the keyboards. We know that in between constant weekly tasks (Errands, Self-Care, Reading Your Weekly Influencer) it can be tough to keep up on all the highly technical aspects of AI’s emerging prowess. That’s where The AI Daily Brief comes in. Concise and timely, each episode of this daily podcast lasts less than 15 minutes, covering all those burning AI questions. Recent episodes have showcased companies like; OpenAI, Meta, and Nvidia on topics of music production, politics, tech, and finance. This is a superb option to consider for any B2B client wanting to reach engaged thought leaders, intellectuals, and those with high average household income. There’s no danger Will Robinson, just a link you can engage to learn more. Get The Deal Ridin’ the Train with Matt & Shane Network: Audioboom / Monthly Downloads:  800k / Current Civility Score: 64, MEDIUM Our second high-performer is not for advertisers’ faint of heart. Wild, chaotic, messy, and always hilarious, Matt and Shane’s Secret Podcast is a rising opportunity that plays by its own rules. Shane Gillis has seen a meteoric rise in popularity with the release of his comedy special, SNL appearance, and new Netflix sitcom. Matt McCusker is a stand-up comic who often proves to be the yin to Gillis’ yang. Together, they elevate guest interviews with cultural critique—righting the train before it goes off the rails. Whether the featured guest is another comedian, celeb, or just one of their good buddies, their attitude remains the same: laid back, easy, and unrestrained. The show has grown five-fold, now residing long-term on the Comedy podcast charts. Advertisers brave enough to value performance and enduring creator partnerships have seen strong performance, plus highly creative ad reads in every episode. Ha-ha-ha your way down below for more. Get The Deal In Case You Missed It Don’t Let Podcast Grow Up to Be Radio FM radio gained popularity in the 70s due to its superior sound and diverse ads. As listening time declined, more ads were added to maintain revenues. Podcasting remains popular, with a positive ad experience. As the industry evolves, securing a competitive advantage is crucial; Monitor listener perceptions, prioritize personal relevance and use advanced targeting, especially contextual. Be selective with ad creative, avoid reusing ads from other platforms, and ensure ads don’t disrupt the listening experience. This is a good reminder that podcast’s appeal to consumers should not be taken for granted. While consumers tolerate ads to a point, too many ads will drive them elsewhere. Edison Research data shows a shift toward subscription-based listening: in 2015, 90% of audio was ad-supported, today it’s closer to 70%. The industry must be cautious about overcrowding podcasts with ads to avoid disruption. Read More Podcast, Vodcast, or maybe Vidcast Adam Curry shares his thoughts in this week’s MRT episode; what do we call podcasts with a video component? Edison Podcast Metrics reveals that 79% of weekly podcast listeners in the U.S. have consumed a ‘video podcast’ – essentially watching, or at least listening to the content on a video streaming platform. Of these, 62% of weekly podcast listeners 13+ have enjoyed video podcasts passively, with the video content playing in the background while listening to the audio. 72% of weekly podcast listeners 13+ have enjoyed video podcasts actively, meaning they have watched video as they listen to the podcast. If you read last week’s Influencer, you’ll know the definition of podcast is changing. Case in point, Spotify just announced they’ve reached a milestone with 250K video podcasts on their platform. Regardless of what we call them, the popularity of podcasts with a video component are exploding, so don’t let the inherent challenges in measurement dissuade you from testing; we’ve got a solution already in place. Reach out to us here at Oxford Road to learn more. Read More From Text to Talk ElevenLabs, an AI audio creation company, has launched its first iOS app, “ElevenLabs Reader: AI Audio.” The app converts text files or web links into audio narration, allowing users to listen while on the go. It’s free in the Apple app store. Initially only available in English, it will soon support 29+ languages. An AI app converting text to audio so consumers can take written content on the go is really cool. We see a future where it could be monetized via advertising, but first we need to just get the app to actually work… Read More #SaveTheLiveReads Jim Rome Gets Moinked This 4th of July week, we’re grilling up Jim Rome’s tasty live read for Moink! On his podcast, The Jim Rome Show, Jim is sizzling hot with his personal take on the ad copy provided by our Oxford Road Creative Team, in collaboration with Moink. Rome elaborates on the evolving story behind this unrivaled meat subscription company run by 8th generation family farmer Lucinda Cramsey. The history behind Moink is just as relevant as their mission for those who value sustainability, and care about the love and attention that goes into all of Moink’s products. Jim Rome’s warm in-depth Moink read evokes great appreciation for the family farm through the generations. Listen Here Contact us for a Consultation  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!

You’re in for a treat this week, CAOs! We’re airing not one but two—count ‘em, two ✌️—special episodes of the Media Roundtable! First, if you missed out on Cannes Lions 2024, we have you covered. Dan Granger (CEO & Founder, Oxford Road) jumped in the booth at Spotify’s Podcast Studio at Cannes to talk with Conor McKenna (Partner, LUMA). Together, they channel all the excitement and buzz from the festival into an engaging conversation, packed with insights from their week on the Riviera. We’re talking about creativity’s role in marketing, forecasts for the macro environment in 2025, the value of AI in audio, and so much more. Here’s a teaser: Rethinking Creativity at Cannes 🤔: People familiar with David Ogilvy may remember his famous quote; “Creativity is the most dangerous word in the lexicon of advertising.” While creativity and originality might not be the only elements bringing in revenue, they’re a HUGE part of the equation for crafting meaningful ads. Dan and Conor discuss the merits of creativity in marketing coming off of Cannes Lions International Festival of Creativity 2024 and dive deep into why it’s at the heart of any strong ad campaign. Surviving, Reviving and Thriving 📈: Conor shares his insights from LUMA’s recent State of Digital presentation, breaking them down in detail on the pod— TL;DR 2023 was a year of layoffs where many brands prioritized tech over people. In that context, 2023 was about Surviving. 2024 is about Reviving. And 2025 will be about Thriving. Podcasters are Creators—Not Brands 🧑‍🎨: When we think about monetizing audio, especially in podcasts, it’s important to keep in mind what makes this medium unique. Podcasters forge authentic connections with their listeners through their own creative practices and personal endorsements. Conor views podcasters as creators akin to musicians—even though we don’t hear ad breaks in the middle of a Beyoncé album. Podcast ads need to recognize and fit into the creative angle of the medium and the host. Listen to the full episode here, to hear audio advertising insights you won’t find anywhere else. Watch Here Listen Here: Spotify Listen Here: Apple   Next, we have a true Ad Infinitum gem! Show Host Stew Redwine (VP of Creative Services, Oxford Road) covers all things B2B podcast ads with Hala Taha (CEO & Founder, YAP Media & host of Young and Profiting) AKA the Princess of Podcasts herself! “[With a show like YAP] a podcaster is talking to your exact target audience.” – Hala Taha (CEO & Founder, YAP Media) These two Advertising Pros reveal their deepest secrets to making B2B podcasts more effective by resonating with show content. Hala’s insider tips? Know and use the product : Hala invests in the brands that invest in her. For example, Shopify is one of the sponsors of her show, so of course she uses Shopify for her business. As a result, Hala speaks with utmost authority about everything from Shopify’s offerings, to their price points and workflow. Beyond that, she knows how to talk about the product in a way that turns her listeners—usually other entrepreneurs—into customers. Be a storyteller : Hala’s ads always tell a story. She wants them to be entertaining and funny—yes, funny! She isn’t afraid to bring in her own personal life tales to enliven the ad read and dissuade listeners from hitting that skip button. Be a broken record : Often, host-read ads don’t mention the brand they’re advertising for until the very end of the ad. Don’t be that host. Figure out a way to mention the brand early and often, no matter how short the ad is. Listen to the full episode to hear Stew and Hala get into the nitty gritty of making great B2B ads and hear their live ratings of real-world podcast ads! Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds A Diary Worth Reading for CAOs Network: Steven Bartlett LTD / Monthly Downloads: 1.8m / Current Civility Score: 98, HIGH CIVILITY We all know the pond we look across is a much larger ocean, yet UK podcasts easily make the journey. This week we’re featuring two selections that have widespread appeal in the US, while being thoroughly British.Steven Bartlett has proved to be a strong bridge between the two markets with his wildly popular podcast The Diary Of A CEO.  Each week Bartlett interviews a thought leader, expert, academic, or professional, and the conversations are unlike anything else in the audio space. Bartlett allows for stark silences and allows larger epiphanies to properly land. He never goads or leads the interviewee off course, nor tries to get soundbites for virality, and that subtle professionalism has lent to a high level of trust for his listeners. Advertisers agree, as this same earnest exceptionalism is prevalent in his reads for DR brands in an array of categories. Dear Diary, I found my next high performer, via the link below. Get The Deal Just for ShxtsNGigs Network: Acast / Monthly Downloads: 613k / Current Civility Score: 69, MEDIUM No one can really get you ROTFL like your oldest friends. This is the simple yet effective premise behind ShxtsNGigs, a podcast co-hosted by longtime best friends James Duncan and Fuhad Dawodu. Often cited as the UK equivalent of The Basement Yard, the twosome have the same wholesome, sweet, ribald sense of self. They also laugh just as much, often peeling into uncontrollable giggles that will crack even the hardest of exteriors. The topics of conversation are often lighthearted and touch on relationships, internet culture, and friendship. Though firmly and unapologetically British in their humor, there has been consistent overlap with US podcast audiences, often appearing on Comedy and All genres podcast charts. Though the show is presented in simulcast, their DAI inventory is just as effective for some US only based advertisers. Join us for some fish and chips, bruv, by indulging the link below. Get The Deal In Case You Missed It Forget the UEFA European Championship. This is the UK News You Need The Radio Joint Audience Research, or RAJAR, has released its RAJAR’s Audio Survey ‘MIDAS’ Spring 2024 report on UK audio. For overall listenership, live radio holds a commanding 70% of audio listening time. On-demand music comes in second with 15%, and podcasts come in third with 6% (or 13% if the 15–24 age group is excluded). 94% of the 7 hours that adult podcast listeners in the UK spend listening to them alone each week amount to 21% of their total listening time. CAOs that are advertising in the UK or have ambitions to do so will find value in this summary of the most recent UK RAJAR MIDAS report. Read More Wondery’s Plan for History Buffs Wondery is launching History Tellers, a new brand focused on history podcasts, live events, and publishing. It debuts with the historical fiction series Unsinkable and new seasons of American History Tellers and Legacy. History Tellers aims to provide a 360-degree experience, featuring diverse voices and immersive storytelling. We love the idea of launching a sub-brand to make history content easier to find. For advertisers with history as part of their podcast mix, take note of the live events aspect—this could be a unique opportunity to engage your audience in a new way. Read More X Launches New Kardashian Podcast Just when we thought we had enough Kardashian in our lives, Elon Musk’s X announces a partnership with Khloé Kardashian for a 26-episode video podcast debuting this fall, blending humor and relatability (because if the Kardashians are anything, they’re relatable, right!?). It’s part of X’s “Originals on “X” initiative.” Kardashian adds this statement; “I have a genuine curiosity about so many topics and I try to see the positive in everything. I can’t wait to explore, listen, and learn through this exciting journey. Thank you X for taking this ride with me.” Call us nerds, but the most interesting part of this revelation, besides the fact that it’s on X, is calling it a video podcast. CAOs, the definition of a podcast is ever-evolving. In fact, according to MRI-Simmons data, the number of people who consider a podcast “a video recording that I watch on an app” has doubled in just two years. Read More #SaveTheLiveReads Maximizing Influence with Kendall Rae A solid attribute of a podcast host is someone who produces content as an advocate of education for their audience. This is especially true of our spotlight host Kendall Rae. Taking a quick break from her podcast True Crime with Kendall Rae, she delivers an outstanding recommendation for Zocdoc, advocating for good health among her audience. Kendall delivers compelling substantiation for the trust she’s established with the docs she found on Zocdoc.  Her earnest demeanor is comforting to listeners and exudes professionalism when it comes to the art of searching for a new doctor. Our Oxford Road team diligently and successfully matched Zocdoc with Kendall Rae in an effort to maximize the greatest possible influence and performance. Listen Here Contact us for a Consultation  OXFORd In The News A Case for Sonic Branding Why is sonic branding essential for your AV projects? Our very own VP of Creative Services,​​ Stew Redwine was recently featured on the AV123 podcast to bring you up to speed. Stew and host, Carel Cronje dive into the in’s and outs of sonic branding and why it should be considered as part of your audio strategy. Listen to learn how Stew and his Oxford Road Creative Team have successfully launched sonically branded campaigns for brands like Tommy John, Shopify, Indeed, Blinds.com & NetSuite. If you’re a CAO toying with the idea of creating a sonic identity for your brand, this is the starting line. Read More 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!

The Media Roundtable is back! This week we’re looking into the present through the lens of history. Dan Granger, (CEO & Founder, Oxford Road) hosts Lindsay Graham (not Lindsey Graham). This Lindsay is a Webby Award-winning and Ambie-nominated history podcasting superstar, a repeat Media Roundtable guest, and CEO & Founder of Airship, a podcast publishing company (American Criminal, American Scandal, American History Tellers, & more.) Together, they discuss our messy past, uncertain futures, and everything in between. Let’s dig in. “When we think of AI, it is a forward and a backward-looking question. ‘What’s going to happen?’ We don’t know. ‘Have we ever not known before?’ Well, every day of our history, we’ve not known. So there’s the lesson.” – Lindsay Graham (CEO & Founder, Airship) AI’s Precedent – AI sure seems like an unprecedented shift in our world, so it helps to remember our past. The Printing Press, Radio, The Internet… These were massive influences in our world as well. That’s not to say AI isn’t a giant shift (TBD), but these types of changes have been a constant part of our existence. There is no time exactly like now, but there are years and years of similar upheavals to pull from. Efficiency vs. Effectiveness – Podcasts are no stranger to change either. A big shift we’re following: the shift from live reads towards programmatic. It’s no surprise that we love live reads, and we’re hoping CAOs balance the benefits of the efficient programmatic ads with the effectiveness of live reads. That way a host like Lindsay doesn’t have to voice every ad, while delivering that deep connection with his audience, as some topics demand. Unsafe History? – History podcasts are (historically ) well-researched and cover undisputed facts, making them especially brand-safe. The problem? With automatic brand safety tools, the discussion of death in history makes them look violent and unsafe. Our advice to CAOs? Don’t leave history behind. Check the history shows’ Civility Score and give them a test if it matches your target audience. To understand more of the present through history’s lessons, research the full episode with the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds We Want S’More of This Network: The Roost / Monthly Downloads: 40k / Current Civility Score:  66, MEDIUM CIVILITY This week, as we commemorate and celebrate Juneteenth, The Influencer is participating with two classifieds highlighting exceptional podcasts hosted by popular Black American influencers. Double Toasted is the brainchild of Korey Coleman, a former animator gaining online fandom with his bold opinions and humorous rhetoric. He’s often joined by fellow creators Martin Thomas, Oz Green, and the Double Toasted crew, creating a round table for conversations that aren’t often given in-depth. Many of their conversations focus on movie reviews, fandoms, and franchises, though there are often long interludes where they touch on relevant cultural criticism and looming threats to the industry they love. This is an excellent option for those looking to test a video-forward simulcast with high production value and a slew of established partners. I’m not one for long speeches, so please see below for more details. Get The Deal AFBG is FIMH IMHO Network: RedCircle Technologies / Monthly Downloads: 112k In a boundless landscape of multi-hyphenates, it’s difficult to acknowledge hard work but Tyra the Creator is up to the challenge. Tyra is a YouTuber, actress, photographer, pastry chef, and travel writer who also hosts one of the definitive wellness podcasts dedicated to Black women. Her podcast is a mix of productivity tips, affirmations for self-fulfillment, advice, and community building. For many of her listeners, this has proven to be an intimate, safe space where they can ask personal questions to be addressed by someone who has been in their shoes time and time again. Though Tyra is a young Millennial still building toward her eventual stratospheric zenith, her perspective and maturity rival some of the more established gurus. This offering is specifically about self-improvement and mental health, but thanks to its focus on productivity, it’s also highly recommended for female skew advertisers in the B2B space. Affirm your choice to test this one-of-a-kind podcast via the link below. Get The Deal In Case You Missed It Tune In or Skip? Sounds Profitable has released a report titled “Ad Nauseam.” The study aims to determine listener ad-skipping behaviors, the drivers behind them, and consumer expectations for advertising in podcasts. The findings revealed that 46% of listeners often skip ads on podcasts, but this percentage dropped substantially when asked about the last specific episode consumed. 28% listen to all ads on podcasts, with a lack of interest and familiarity being the primary motivators. Most listeners feel the number of ad breaks in their favorite podcast is just right, and 73% expect 2-3 ads in a typical episode. CAOs, according to recent benchmark reports, ad loads in podcasting range between 5-10%. Compare that to other channels like TV, CTV, and terrestrial radio, where ad loads can approach 30%. It’s easy to see why consumers have a higher tolerance for podcast advertising! Read More Everyday I’m Hustlin’ Over recent years, Signal Hill Insights has seen rising interest from B2B and other advertisers in targeting small business owners (SBOs), including those with side hustles. Research reveals that 40% of weekly podcast consumers, particularly 60% of 18-34 year-olds, have side hustles. This audience presents valuable opportunities for brands to connect with emerging entrepreneurs, emphasizing the need for holistic, informed research strategies. Podcasts are a great option to reach side hustlers. If you’re a B2B advertiser and think side hustlers aren’t your audience, think again. Many side hustles turn into successful small businesses. Need an example? Look no further than the #1 independent audio advertising agency: Oxford Road! Read More Daytime: Audio’s New Primetime? Primetime TV’s 8PM-11PM slot is less impactful than it used to be due to on-demand, personalized viewing. Daytime, especially 8AM-5PM, is now key for reaching consumers making purchasing decisions. SiriusXM recent Media’s study shows Americans are out and about during this time, often listening to audio. There may be a historical bias towards prioritizing early morning (AM Drive) and evening (PM Drive) for daypart targeting in audio. In reality, daytime maintains high listenership and is often more cost-efficient compared to drive time, especially for terrestrial radio. So don’t be afraid of that 6a-7p rotator; you’ll get the drive times & the “better than you’d think” middays for less. Read More #SaveTheLiveReads Double Toasted Does MasterClass! Listeners are in for a double treat this week from the Double Toasted Podcast! Through the strategic use of substantiation, host Korey Coleman lays out a 5-minute recommendation for MasterClass. Seems he has a passion for learning new cooking skills from Gordon Ramsay, an interest in Mark Cuban‘s business entrepreneurship class, and more!! Korey’s uniquely infectious personality results in a captivating performance, holding audience attention throughout. One of the standout moments from this personal endorsement comes at the end of Korey’s read, affirming why he’ll be keeping his MasterClass membership!! Thanks to guidance from Oxford Road’s Audiolytics™, this live read scores an “A” for MasterClass. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we’re conversing with two extremely successful Chief Audio Officers to answer the key question: “What do brands want?” At Podcast Movement Evolutions, Dan Granger (CEO & Founder, Oxford Road) took the stage with Kezia Koo, (Senior Director of Global Employer Performance Marketing, Indeed) and Robbie Giles (VP of Performance & Lifecycle Marketing, MasterClass) diving into the unique benefits and challenges with audio. We’re curating all their insights (and changes they’re hoping for) and bringing them straight to you. We’re talking brand safety, testing in the age of efficiency, audio’s role in your media mix, and more. Let’s get started. “Rather than trying to throw brands in at the deep end of the pool, how do we build them a staircase?” – Dan Granger (CEO & Founder, Oxford Road) Cheaper Tests – We’re not in the era of $200k show tests anymore. Our CAOs want to test cheaply and scale, if it works. And that makes sense. Every CAO wants to scale (assuming it works), so if we can de-risk early show tests, we get more chances to find a winner. Even better, when the tests are cheaper CAOs are more likely to be patient with new shows and adjust creative before pulling the plug. Brand Risks=Channel Risks – If a brand catches heat for sponsoring a controversial episode, the conversation isn’t: “Should we stop supporting that show?” It’s “Should we stop advertising on podcasts?” CAOs like Kezia have to protect the whole buy every time there’s a controversy. Her ask? For creators to be more mindful about their content, especially when big brands are supporting their shows. (Plug for Seekr’s civility score, which gives us a brand safety nutrition label, so brands know in advance what’s under the hood.) Always in the Mix – How important is audio to marketers? Maybe the better question is: How important is audio to your customers? Because if your audience is enjoying podcasts and streaming music for several hours every day, that’s incredibly powerful. You know you reach them while also supporting the shows and content they care about. Plus, podcast ads can run longer, and remain engaging with a trusted source of authority. Altogether, this means audio plays a vital role in explaining complex attributes of a brand while keeping listeners engaged. These gems from our superstar CAOs are just the beginning. To find out once and for all what brands want, tune into the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds The Mind is a Terrible Thing to Waste Network: QCode / Monthly Downloads: 100k / Current Civility Score: 79, HIGH CIVILITY We’ve made it to the second week of June, which means we’re smack dab in the middle of Pride Month. This week’s classifieds aim to elevate LGBTQIA+ voices and diversify your current media planning. Our first selection’s hosts are Seán McLoughlin (jacksepticeye) and Ethan Nestor. Together, they’ve built a combined 32m follower subscriber base by playing video games, making ridiculous jokes, and launching into tangential bits for their own amusement. Brain Leak is part interview show, part mayhem, and an all-around good time. Though Gen Z is the general target audience for fare of this kind, there’s a high number of nostalgic Millennials in their demo mix as well. This is one of many reasons why their show has gained traction with multiple DR advertisers over the past year. If you’d like to be one of them,  just click the link below for more. Get The Deal I Feel Pretty, and Witty, and Gay Network: Studio 71 / Monthly Downloads: 232k / Current Civility Score:  65, MEDIUM CIVILITY It’s been said that no one knows us better than our families, and Louie & Yoatzi Castro ardently agree. These two loving siblings are longtime social media stars, having amassed an impressive amount of makeup and beauty obsessed followers on both Instagram and YouTube. Their newest season is a mix of interview style content and general deep dives on their current lives as influencers. Though they sometimes broach uncomfortable or serious topics in their episodes, the show’s overall vibe is bouncy, light, and frothy. It’s extremely easy to sit back, with feet up, and nod along, even when the hosts themselves aren’t always clued in. Their irreverence has led to partnerships with a trove of long term DR advertisers. Anyone interested in also reaching an engaged Latinx and Hispanic audience should consider this opportunity for Q3 testing. We think you’re Pretty, And Smart. Prove us right by indulging the link below. Get The Deal In Case You Missed It P&G Answers Audio’s Most Important Q’s John Fix, formerly of Procter & Gamble, shares the basis of a 5-Question Framework applied to audio that covers the multi-year journey at P&G to address the viability of audio advertising (primarily network radio and podcasting) to market its brands. It is no secret that P&G has embraced audio in the past few years. What we didn’t know was how audio became part of their playbook. This blog piece gives insight into P&G’s approach to audio, and is a must read for brand marketers. Read More Spotify Chases Video Spotify now lets you upload videos for podcasts not hosted on its platform, storing those videos on Spotify’s servers. This feature, partially rolled out last week, means plays won’t appear on your podcast host’s analytics. Caution: once a video is uploaded, Spotify won’t use your RSS audio, even for audio-only listeners. Spotify is continuing its effort to make inroads into video podcasting, even though it’s a tall order to compete with YouTube. It’s a miss for Spotify to not give visibility to analytics for video. Providing video analytics would be a BIG win for creators and advertisers. Read More Dynamic Ads Driving Growth for QSRs and Retailers QSRs (quick-service restaurants) and retailers are driving much of the growth of digital audio ad spend in 2024, leveraging AMA’s (A Million Ads) dynamic creative technology. AMA’s analysis of over one billion ad impressions shows retail and QSRs dominate ad spend, highlighting digital audio’s effectiveness in delivering targeted, localized ads. The research on digital audio from AMA highlights the dominance of retail and QSRs in Q1 2024. QSRs, in particular, more than doubled activity year over year. It’s worth taking note of these findings, given the importance of advertising in driving traffic for retailers and QSRs. Read More #SaveTheLiveReads Jon Stewart + One Platform = NetSuite by Oracle! Jon Stewart has upped his game with Comedy Central by bringing a weekly audio show to your earbuds. This week we’re showcasing one of his first ads on the program, with his stellar recommendation of NetSuite by Oracle. His recent live read on The Weekly Show brings the factual stats and attributes of the #1 ERP cloud system into technicolor, thanks to his persuasive charm and positive energy. Stewart exudes super power abilities in his setup, delivering an ad that captures and holds audience attention. Plus, he includes a vivid description of a universal business problem that has a simple solution– NetSuite, of course! The Weekly Show listeners already know Jon Stewart is funny and witty, but they also know he’s a straight shooter with a flair for honesty. Rest assured his endorsements are always thoroughly researched and among the very best live reads out there.! Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we’re recapping our whirlwind adventures at the 3rd International Podcast Show in London. If you missed out, we’re here to ease your FOMO (and hopefully inspire you to make the trip across the pond next year). Steven Abraham (President, Oxford Road) hosts fellow Oxford Road jet-setting leaders Miranda Romano, (SVP of Media, Oxford Road) and Giles Martin (EVP of Strategy and Measurement, Oxford Road). Plus our old friends Amelia Coomber (Head of Marketing and Growth, Podscribe) and keynote speaker James Cridland (Editor of Podnews and Podcast Business Journal) share their added highlights. The team is talking: US & International markets, the future of international audio, lessons for stateside events, navigating nuances, and more. Let’s jump in. “It just takes a little bit of bravery, but also just understanding the nature of the medium, and how powerful it can be.” – Amelia Coomber (Head of Marketing and Growth, Podscribe) Different Markets? Marked Differences – True: Podcasts are truly international, with the opportunity to reach +500M worldwide (and growing). Also True: buying in different countries comes with unique nuances, challenges, and opportunities. Case in point, non-English speaking countries (i.e. Germany & France) can have max ad loads of 3 spots per episode total, earning their higher CPMs. TL;DR, for international-curious CAOs, it helps to have experienced guides. (Email us ) The Next 18 Months – It took the US more than a decade to develop a mature podcast market. The European industry is a bit behind, but catching up very quickly, incorporating a lot of hard-won learnings from the US. The next 18 months will be exciting and critical. In Miranda’s words: “These markets are still sort of building the groundwork, and I think there’s a real opportunity to be a part of shaping the future.” Compact & Connected – Podcast is a niche. International podcast is a niche. By keeping the venue compact (and in the same place as years past) the International Podcast Show fosters a close-knit environment where cross-collaboration between all industry enthusiasts can easily take place. Different cultures and miles (and kilometers) diversify attendees, but this event also unifies them, with our shared love of audio. Music to our ears (chuffed to bits). CAOs, for future stateside events, we recommend prioritizing ones that are just the right size for your needs. For the next best thing to being in London, tune into the full episode of the MRT by engaging the link below. If this episode is giving you MMF (Major Marketing FOMO), The Podcast Show is offering a recap of the week’s events on their site (at a discount). But, if you’re craving more of an in-person audio magic experience, we suggest the 2nd Annual Chief Audio Officer Summit, coming to L.A. SOON, July 17-18. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Non-Repeaters Try and Learn Their History Network: Adelicious / Monthly Downloads: 540k / Civility Score: 100, HIGH CIVILITY Though the US podcast market is the largest in the world, many advertisers are looking elsewhere for their next top performers. This week’s classifieds are happy to provide some suggestions, and we start with the land of Union Jacks, lorries, and lifts: the UK. Adelicious is a prevalent publisher with brand safe options in genres such as; Kids & Family, History, News, and Education. Their premier podcast, Short History Of…, is a weekly offering that takes a single historical topic, giving it an hour dissection of topline details for an easier, pleasing listening experience. The subject matter is influenced by global landmarks and events, and covers a wide range of viewpoints, creating well-rounded narrative reporting. This show is best suited for advertisers who found previous success with Announcer and Producer reads or with Public Radio produced shows. We hope it will not take four score and seven years to click the link below for more info. Get The Deal ¡Y Acción! Network: Genuina Media / Monthly Downloads: 10k / Civility Score: 95, HIGH CIVILITY Our next selection comes from a network that fully produces and sells in the Mexican podcast marketplace. From Genuina Media comes La Cinemafia, a simulcast Gen Z targeted show that covers the entire spectrum of cinema. Hosted by Pamela Cortés and Anuar Alum Canavati, the show involves passionate, in-depth conversations about the current state of the film industry, its historical significance, and hidden gems most of us are not privy to. The hosts are often joined by special guests who share their cinematic obsessions, including recent contributors Carlos Camacho, Puly Films, and actor Arturo Barba. Thus far the show has been primarily running programmatic English ads across its back catalog, but in recent months they started selling host endorsed reads for their audio portions. This is a great opportunity for those seeking fresh, personable content that specifically speaks to the cultural landscape of its country of origin. See below for more show stopping details. Get The Deal In Case You Missed It Magellan AI Dives Into Podcast Trends Magellan AI’s presentation from The Podcast Show is now available for download, offering insights on podcast advertising trends in the US, Canada, UK, Ireland, Germany, and Australia. It covers brand activity, top advertisers, industry trends, genre-specific approaches, ad placement and frequency, and average ad loads. On the heels of Podscribe’s Q1 ’24 PPB Report, Magellan AI has released their latest trends report. CAO’s, these are your go-to reports if you want to know the trends in podcasting from ad load to brand vs. performance activity and much more. Read More The Trade Desk Turns Up the Volume on Audio The Trade Desk claims that digital audio is “set for takeoff” because which is an hour more than social media. This is according to their biannual assessment: The Sellers and Publishers Report. Consumers now spend 61% of their online time on the open internet, which is almost the reverse of 2014 when the open internet accounted for 38% of time spent. Digital audio and streaming TV drive this shift, with advertisers following suit, valuing targeted ads higher. CAOs, you might be thinking, “Another trend report?” Yes, it’s true. However, the Trade Desk’s report highlights significant changes in digital media consumption, particularly the rise in time spent with premium audio and video content. Read More SXM Challenges Radio’s Relevance Traditional radio advertising’s broad reach and peak-time targeting have diminished with the rise of digital audio platforms. Podcasts, satellite radio, and streaming services now dominate, offering on-demand content, measurable engagement, and precise targeting. SXM argues that businesses should explore digital alternatives like podcasts, streaming music services, satellite radio, and programmatic audio for more effective advertising. Our view: Yes, radio advertising in 2024 is still worthwhile. Despite the shift towards digital audio, terrestrial radio remains a dominant audio channel, offering efficient, broad reach and local targeting. Read More #SaveTheLiveReads Putting the Cha Ching in Crime Salad! This week in audio land, we offer up an engaging live read from Ashley and Ricky, hosts of the true crime podcast, Crime Salad. When this duo first began their journey following gruesome and mystifying crime stories, using an e-commerce platform was not on their radar. But as Ashley creatively sets up for listeners, once things got rolling, their NEED to find a viable marketing venture for growth and innovation became high priority! Enter Shopify! With clever substantiation, Ashley demonstrates the ease of setting up their Crime Salad Merch shop, thanks to Shopify. Cha Ching! Her in-depth description of their “user friendly, customizable, and seamless experience,” establishes effective brand collaboration, making Crime Salad an excellent partner in crime for Shopify and for others seeking this type of integration. Listen Here Contact us for a Consultation  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!

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 4 – “Scary Ads.” Context is everything for ads, but what do you do when the podcast is fiction? How do you put your ad in the middle of a story and not feel like an uninvited guest? Ad wizard and Host Stew Redwine (VP, Creative Services, Oxford Road) welcomes scripted podcast experts, Nathalie Chicha (Producer, I Hear Fear) and Ray Harkins (Senior Account Executive, Wondery) to find out. Join Stew, Nathalie, and Ray as they dive into the best and worst ads in scripted audio, and break down spots from advertisers like BetterHelp, Dave, and (controversially for Ray) Twizzler. What lessons can CAO’s learn from these audio allstars before venturing into these pre-scripted waters? “If you get too cute, too kitschy with it, that could turn people off in the wrong way where they actively dislike the brand.” – Ray Harkins, Senior Account Executive, Wondery Earn your: 60 – When your ad is placed next to very tightly scripted audio, different content can be even more glaring. Do you really need the full 60 seconds or are some phrases redundant (gasp) filler? It’s okay to not say everything, as long as what you do say matters to the listener. Find one Element – If for any reason a host can’t read your ad, try a producer. You can try using a musical element from the show or even a show character as well. Fictional podcasts–especially with sensitive material, are high risk, but high reward. Be thoughtful as you draw connections with the show. Pick your Shots – With custom ad creative for scripted shows, give it more thought and do it the right way. Don’t go BIG on more scripted podcasts than you can be thoughtful about. Instead, start small and put as much care into the ads as the creators put into their shows. (And if you need help coming up with ad ideas, just email Stew) Want to learn how to navigate the powerful sound waves of fictional podcasts? Catch the full episode by clicking below. (And please leave an “honest five-star review.”) Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Now A Word From Our Sponsors Network: Audacy / Monthly Downloads: 300k / Civility Score: NA Most of us in the industry do our best to keep listeners from noticing the commercial break but Bryan Green and Krissy Hoadley invite listeners to revel in it. Though the twosome have been hosting this long running comedy for several years, their transition to Audacy has come with quite a bit of buzz, and they’ve been trending on the charts ever since. Episodes are a grab bag of interviews (called Infomercials), personable banter about pop culture offerings, or in-depth explorations of the internet’s most viral moments. The show publishes frequently, so topics are usually timely with a good amount of inventory available for interested advertisers. The Commercial Break boasts multiple long term partnerships with DTC and B2C clients interested in reaching a loyal audience of diehard fans. We don’t believe in puffery or ballyhoo, so if you’re interested, take a break and see below. Get The Deal In the Muck and the Mire Network: YEA Network / Monthly Downloads: 70k / Civility Score: NA Jeff Schroeder and Jordan Lloyd are no strangers to intimacy in podcasting. The husband and wife team already bared it all on reality TV, having met on Big Brother in 2009, then later appearing on The Amazing Race, Marriage Boot Camp, and Jeff and Jordan Do America. Now they’re parents, griping about trips to Home Depot and trying to stay healthy while chasing two young kids. For those who fell in love with the duo for their sweet, honest views of the world and each other, you’re in luck! Whether walking through candid moments of family life or reading an ad from long running sponsors, the couple remains true to who they are in reality. This is a great option for advertisers targeting parents and reality TV fans in general. Don’t change that channel, just click below for more. Get The Deal In Case You Missed It Podscribe’s Benchmark Report Delivers…Again iOS 17’s introduction reduced downloads for publishers, but improved ad performance. The Q1 2024 PPB Report: Podscribe Performance Benchmarks data shows slight ad performance gains from late last year sustained into Q1. Episodic campaign visitor rates increased by 12%, with higher conversion rates than impression-based campaigns. Host-read ads and longer ads outperformed pre-produced and shorter ones. Podscribe’s benchmark report is full of insights for marketers looking to benchmark and understand podcast performance. One particularly intriguing aspect is its analysis of frequency—always a topic of interest. According to Podscribe’s data, lower frequency yields better results when impressions are the metric of calculation, while higher frequency is more effective when reach is the basis of analysis. Stay tuned for an upcoming LinkedIn post where we’ll have Podscribe’s Pete Birsinger further explain these findings. Read More Sonic Branding: Lessons from the ANA Music’s potency in marketing lies in its ability to forge emotional connections and enhance brand recall, but sonic branding remains underutilized. However, industry experts advocate for its integration, emphasizing music’s pivotal role in crafting authentic brand voices. Case studies highlight successful campaigns leveraging music to drive engagement and sales. Sonic branding doesn’t need to be complicated. Many brands already have the building blocks of a sonic identity; it’s about starting with what you have and building a more comprehensive system from there. Read More Sonic Branding Part-2: Lessons from the Entertainment Industry Audio profoundly impacts how feature films are promoted, with half of a typical trailer’s effectiveness relying on sound. The Lights, Camera, Audio! 2024 report reveals the critical importance of audio in trailers, soundtracks, and in overall film appeal. In the realm of promoting feature films, studios, and networks are entrusted with a narrow window— typically 2-to-2 and a half minutes to capture their audience. 50% of that effort is audio. If the previous story hasn’t convinced you of the superpowers of Sonic Branding, consider taking a cue from the entertainment industry, which knows a thing or two about capturing audience attention. Read More #SaveTheLiveReads It’s Criminal to Suffer from Allergies! April showers bring May flowers… BUT they also bring pollen, dust, and all sorts of allergy triggers! Take a listen to Carolyn Ossorio, host of the Criminal Mischief podcast, talk about her son, who points out that her morning allergies are like a dreaded plague! Thankfully, Astepro by Bayer has come to her rescue, reducing allergy symptoms and giving her respite from the ills of the season. Carolyn’s substantiation of this product and customization in her set up grab the attention of her listeners immediately, especially those dealing with this common affliction. Plus, her positive, engaging tone and delivery present Carolyn as a trustworthy brand ambassador for Astepro. As a result of proper onboarding and requesting hosts to share their personal experiences, it’s evident that Carolyn is thankful and happy to endorse a product she trusts, and believes her listeners can too! It would be criminal for allergy sufferers to choose any other nasal spray after listening to this engaging live read for Astepro, Bro! Listen Here Contact us for a Consultation  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!

Chief Audio Officers, rejoice! The Media Roundtable is back, covering this week’s top stories in audio… and there’s a LOT to digest. Dan Granger (CEO & Founder, Oxford Road) hosts fellow Oxford Road luminaries James Ingrassia (EVP, Client Service), Kyle Jelinek (VP, Client Strategy), and Giles Martin (EVP, Strategy & Insights). The team is talking: Podscribe’s International moves, Smart Moms, the VC Podcast Rush, Attack of the Clone (Voices), and so much more. Let’s dive in. “You could envisage a future where a run-of-network buy was voiced by the person who’s hosting each individual show through the power of AI.” – Giles Martin (EVP, Strategy & Insights, Oxford Road) Radio’s Melting Iceberg – Traditional radio’s steady revenue decline is… still steadily declining. Streaming and Podcast revenue continues to grow, meaning a pivot point is on the horizon, likely in 2026. Total audio revenue should top $20B by then, with podcast and streaming contributions accounting for more than half. The takeaway for CAOs? Radio’s reach is still massive, and deals are still to be had–it’s absolutely worth adding radio to your audio campaign, if the CPMs are right. Send in the Clones – AI Voice Cloning–friend or foe? Thanks to ElevenLabs, users can now clone their own voices with startling accuracy. It’s eerie now, but voice cloning may go mainstream sooner rather than later. The upside for marketers (if we don’t erode trust, and with proper acknowledgment), is that programmatic buys with AI host clones are a possibility for every ad. Our hope? Sonic logo usage when a voice is faked/cloned. Maybe we get DJ Khaled to say “Another CL-ONE?” before each AI ad? And the Emmy goes to… Podcasts?  – YouTube CEO Neal Mohan is pushing hard for creators to get 25% of EGOT (Google it). Creators from MrBeast to Joe Rogan have outsized influence in the culture–should the Emmys recognize them too? This might be a Hollywood fantasy for now, but the takeaway for CAOs is you can’t ignore YouTube’s impact on culture. And the winner is… simulcast? For audio insights into the future (and present) that you won’t find anywhere else, check out our full episode by opening the envelope to the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds I Was Blind But Now I See Network: Cloud 10 / Monthly Downloads: 200k / Civility Score: 70 Bridgerton fans are clamoring for some real world gossip while waiting for Whistledown to return. Our female skew clients know all too well that Beyond the Blinds will be the go-to for many. Hosts Kelli Williams and Troy McEady research blind items about the known elite by investigating what those in the know don’t want you to know. In recent years much of pop culture has been reevaluated and documented for our generation of Millennials. Many of them have gleaned past episodes of this podcast to reeducate themselves as well. Though the show is even-keeled, and the hosts always say everything is alleged, the scandals they uncover are anything but civil. For those who don’t mind a bit of potential mudslinging, this opportunity is a well established hit from the Cloud 10 Network, available for Q2 testing. Open the blinds, just a crack, and peek below for more information. Get The Deal Peeps and Creeps Assemble Network: True Native / Monthly Downloads: 64k / Civility Score: 94 Traditionally, True Crime is seen as the scary specter at the end of DR brands’ beds, harboring all manner of improper content and stray controversy. By Seekr‘s civility benchmark, this fear is far from the truth. Like any good True Crime podcast worth its salt, True Crime Creepers from True Native is a staple that’s earned its longevity and success, thanks to the excellent banter between hosts Kristin Williams and Samantha Mogab. Their stories are well researched and respectful, plus they infuse wit and levity into their content by communicating like only two good friends can do. These hosts have built a loving community on their Patreon channel, and they’ve worked with several advertisers since launch, thanks to their longer ad reads and highly personalized PE’s. In a sea of massive podcasts, stacking multiple midrolls a drop, this show remains a shiny gem in the rough. There’s nothing creepy about the link below. Click if you dare. Get The Deal In Case You Missed It Edison Drops Their Latest Podcast Stats Podcasts have solidified their position as a mainstream media platform, engaging an expanding audience, as detailed in Edison Research‘s The Podcast Consumer 2024 report. Megan Lazovick, Vice President at Edison Research, highlighted significant trends in U.S. podcast consumption, noting that 67% of the 12+ population has listened to a podcast. The report goes on to say that podcasts attract a diverse, affluent, educated audience, with notable growth among women and minority listenership. The report is a compilation of data highlights from various Edison Research Reports including The Infinite Dial, Share of Ear research, Podcast Metrics, among others. Whether you’re a long-time podcast advertiser, or a newbie, this report is a good place to start for the latest and greatest. Read More  Spotify Makes Waves Across the Pacific Sony Music Publishing may take action against Spotify for reclassifying its premium tier as a bundle, reducing royalty payments to songwriters and publishers. This change, criticized by The Mechanical Licensing Collective, has now resulted in a lawsuit. Sony’s Jon Platt asserts this move undercuts royalties by 20%, violating previous agreements. Spotify is a dominant force in Audio, increasingly exerting its position. Recently, Spotify made headlines by exiting the IAB and removing pricing floors for publishers in the Spotify Audience Network (SPAN). Publishers seeking to dictate rules in media isn’t a new thing, and generally, it doesn’t work in the long-term. We’ll continue to watch this space. Read More Dropouts (the podcast) Lead the Way Gen-Z loves podcasts, evidenced by the sold-out New York City show of LA-based Dropouts podcasters. The show, known for its humor and authenticity, resonates with Gen-Z by discussing relatable topics like mental health and relationships. Their success is boosted by TikTok clips and their inclusive approach. If you want a glimpse into the future of podcasts, read this article. It covers a wide range of topics, from listenership among Gen Z to the evolution of podcasting, which now includes audio content, events, short-form TikTok videos, and YouTube. Read More #SaveTheLiveReads Zocdoc is “Perfect for our Generation” This week, everyone’s favorite best friend duo is back with another stellar ad-read! OddVice hosts, Kristen McAtee and Alex Koot have an engaging story to tell about Zocdoc! Whether it’s a reminder to have suspicious moles checked or needing to reschedule last minute, both hosts agree that Zocdoc is THE platform, perfect for their generation. Kristen and Alex’s execution and “girl talk” enthusiasm draws their audience by highlighting several key components of Oxford Road Audiolytics™. Their personal endorsements strengthen the message for listeners and increase the likelihood of making a lasting impression. If you’re wondering what an honest-to-goodness personal endorsement sounds like, look no further than these host reads from  Oddvice. With proper onboarding and a script allowing hosts to “make it their own,” this duo should be on every CAO’s radar. Listen Here Contact us for a Consultation  OXFORd In The News Brand Safety Tools Could Be Costing The Industry Billions At the IAB Podcast Upfront earlier this month, Brand Safety and Suitability was the hot topic of the day. Our own Dan Granger (Oxford Road CEO and Founder) took the stage to preach the Brand Safety Gospel alongside fellow evangelist Pat LaCroix (EVP, Marketing and Strategic Partnerships at Seekr). Dan acknowledges the need for brand safety, but voices concerns that safety choices made solely on #GARM framework tools are leaving millions (even billions) of dollars on the table for both publishers and advertisers. To find out how to SAFELY tap into this treasure trove, this 8-minute video can help show you the way to the promised land. Read More 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!

The Media Roundtable is back, and we’re giving you all the best insights from last week’s IAB Upfronts and our latest Chief Audio Officer Messaging Forum in NYC. Stew Redwine (VP of Creative Services, Oxford Road) hosts fellow Oxford Road audiophiles Dan Granger (CEO & Founder, Oxford Road) and James Ingrassia (EVP, Client Service, Oxford Road) with special guests Cassandra LaPrairie (Performance Marketing Lead, Audio, Wise) and Nikhil Arora (Chief Growth Officer, Albert). The team explores: getting the most from your host, Zero-to-One Sonic Branding, A/B Testing that actually works, and more. Let’s jump in. “We live in an age where customers are omnipresent. They’re everywhere. Your brand needs to be omnipresent and Sonic Branding is part of that.” – Nikhil Arora (Chief Growth Officer, Albert) The Host with the Most – For a stellar forward the clip to your whole company ad read–try this: Go deep on context and light on copy. For a host onboarding that makes all the difference, talk through your business objectives. Share your goals. Immerse them deep into your product. For tactics on how to best communicate their love of your product to their audience, let the hosts handle it. In fact, we’re experimenting with a minimal ad copy test with just two questions. Speaking of tests… Branches Not Twigs – When it comes to A/B testing, the worst thing is not losing to the control, it’s not getting a definitive answer. When you test, do it with branches, not twigs. Test the changes that are big enough, so you can really see the difference, despite all the variability audio has to offer. Get definitive, clear knowledge (and then test again). Start Where You Are – (Pretty much) Everyone agrees sonic branding is a good thing. We could talk stats for hours, and have on our Ad Infinitum podcast with Stew Redwine, about why your brand should show up sonically with intention. But as we’ve discovered when trying to change the Media Roundtable podcast intro music, thinking sonically is intense. Analysis Paralysis abounds. To go from “0 to 1”, mine your existing sonic assets, get a good enough proof of concept out into the world, and test it against the control. If there’s a lift in performance or recall, great, now make it better. To capture a piece of the audio magic from our CAO Messaging forum, tune into the full episode via the link below. (Not a member of the CAO Club yet? Join HERE for no FOMO.) Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds No Catfishing, Only Cuffing Bumble’s recent ad campaign faux pas has taught us all anew that dating is a total nightmare. Meet Lauren Compton, a comedian willing to brave the weird, wild, and wacky world of dating, in collaboration with fellow comedians, to determine if they’re dateable or even… if they ever were. This podcast serves as a thorough vetting process for interested singles, and as a rollicking romp that often veers into uncharted territory. Recent guests included familiar podcast hosts like; Paul Scheer, Rick Glassman, Mark Normand, and Christina P. Lauren Compton’s First Date is a newly repped opportunity from Your Mom’s House (YMH) Studios. They produce and sell the show alongside other comedy newbies. DR advertisers finding success with this offering are generally male skewing B2C brands, not needing to adhere to strict brand guidelines. Swipe right on over to the link below. Get The Deal Identical Twins Work Towards Fraternal Goals Launching a career out of your dorm room has become a common path for this generation’s creators. On the heels of Alix Earle‘s immense success on TikTok, a new era of young women are making their mark in extremely viral ways. Twins Caroline and AnnCatherine Conneen have tapped into the Gen Z zeitgeist with their podcast Girls with Goals, a RedCircle show that focuses on wellness, positivity, international travels, and physical fitness. Though only fourth year students at Northwestern, the twins have amassed multiple successful campaigns with storied DTC DR brands, both female and male skew. Their conversations are extremely loose, often hitting cogent, well rounded points throughout, then recalling scientifically backed reasoning for their advice. For people trying to set seemingly impossible goals, this is an easy, intimate format for finding kinship within a growing community. Set your next podcast campaign goal by clicking below. Get The Deal In Case You Missed It The Smart Money’s on Smart Moms with Smartphones 2024 findings from Edison Research’s Infinite Dial series reveals American Moms’ heavy online engagement and adoption of smart devices, notably smartphones, smartwatches, and wireless earphones. These devices enhance audio usage, with 43% of Moms as weekly podcast listeners and 82% consuming online audio weekly. Smartphone ownership, at 98%, drives a substantial daily online average of 4 hours + 4 minutes, supporting high social media usage (97%). A crucial takeaway from this research is the prevalence of smartphones and headphones and their impact on audio consumption behavior. Be it moms or almost any audience, it’s important to keep this dynamic in mind when crafting a digital audio strategy. Read More Has the Age of Artificial Arrived? AI start-up, ElevenLabs, produces highly convincing AI voices. Despite the excitement, Charlie Warzel of The Atlantic hesitates as his voice is replicated perfectly, albeit with an overly formal tone and filler words inserted. He finds it eerie, yet captivating. The experience evokes both fascination and concern over the implications of such technology. Offering an account for voice cloning at just $22 seems like a bargain, but it also raises concerns about potential misuse. We just might be stepping into an era of the artificial. Take, for instance, the rise of virtual influencers highlighted in this ANA piece. The implications are clear: authenticity is paramount. As AI technology advances, the need for genuine, trustworthy content will only become more critical. Read More Ben’s Case to Go Conservative Ben Shapiro attributes the success of his show to being honest about his conservative bias, asserting that transparency fosters trust with listeners. Advertisers find value in conservative podcasts, despite potential controversies. Daily Wire’s growth and impact demonstrate the potential for advertisers to succeed across the political spectrum. For brands hesitant about advertising among political content, Ben Shapiro’s perspective offers valuable insights. He presents a compelling case for embracing content from diverse political viewpoints, highlighting the importance of engaging with audiences across the spectrum. Read More #SaveTheLiveReads YAP Kicks it Up for Indeed On last week’s Young and Profiting podcast, host Hala Taha gave a perfect example of how to crush a personal endorsement in an ad read for Indeed. Hala shares her personal struggles with trying to find the right candidates when hiring new team members. She talks about how Indeed helps her sift through the barrage of candidates to find the right fit for her team. Hala is the type of host who really puts her heart and soul into her reads. If you’re a brand looking to reach entrepreneurial listenership, this show is a MUST BUY. Listen Here Contact us for a Consultation  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!

The Media Roundtable is back! This week we’re devoting the episode to one question that every Chief Audio Officer should ask themselves: “What’s the core purpose of Audio in an advertiser’s ecosystem?” Steven Abraham (President, Oxford Road) hosts fellow Oxford Road luminaries Miranda Romano (VP of Media Operations, Oxford Road) and Neal Lucey (EVP, Strategy & Product, Oxford Road) with special guests Chris Binns, (Chief Strategy Officer, Open X a WPP agency) and Andrea Stillacci (Founder & President, Herezie, Paris). This all-star audio team is talking: $200 headphones, the ultimate sidekick, the value of deep dives, and more. Let’s jump in. “Media is not math. And anyone who’s looking at media from a mathematical perspective is going to end up with the wrong answer and no competitive advantage. Media is human behavior.” – Chris Binns, (Chief Strategy Officer, Open X, WPP) Ultimate Sidekick – Audio doesn’t get its fair share of spend (5% of marketing budget vs 25% of audience time spent listening to audio), but in Mark Ritson’s words, it’s the ultimate sidekick. How can CAOs think of audio as a necessity that makes ALL campaigns work harder, instead of audio being just an afterthought? Going Beyond Impressions and Reach – To get the most out of audio, CAOs need to know that audio listenership, especially podcast listenership, looks very different from other impressions. Yes, audio has broad reach, but its real power is in how deeply it touches listeners. As Steven says, Podcasts are paid media’s “closest equivalent [to] word of mouth.” Don’t Swim, Dive – Get past maintenance-level marketing. Go deeper into your messaging and the context of your audience to see what’s truly possible with audio. In Andrea’s words, “When you dive, you discover.” Want to understand the power of audio? You owe it to yourself to check out Andrea’s passion: Intrusion project. Check out this gripping 1977 Live Italian broadcast of free radio being shut down by police. To learn more about how audio can enhance your campaigns, tune into our full episode with the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds A Sandwich Short of a Picnic Podcast testing can be as seasonal as spring. And this spring has brought a new batch of freshly tested and validated podcasts for us to share. The first comes from Studio 71, hosted by YouTubers Ted Nivison & Schlatt. The YouTuber duo boasts a combined following of 6.34m subscribers. Episodes include interviews with fellow creators–and casual conversations on a multitude of random topics. They often answer questions from fans, share inside jokes between episodes, and provide background on some of their most notorious solo projects. At every possible opportunity, these hosts lean into colorful slapdash humor that resonates well with their Gen Z and Millennial following. Longtime advertisers in both the podcast and YouTube space have found great success working with this show. Advertisers seeking Comedy options can’t go wrong with this opportunity. Order your side for this sandwich by indulging the link below. Get The Deal More Teachers of Tech Than Titans When advertisers first start testing in the Tech genre, they often go straight for the biggest and boldest podcasts on the charts. Those in the know will tell you the true dark horses of this genre are the small, efficient shows that publish regularly—like most selections from Backbeat Media. Hosts Jim Dalrymple and Dave Mark are veterans of the industry and have appeared on Apple and in tech news for nearly 30 years. Their discussions often veer outside of current events, and into a more personal realm, creating buoyant ease in their conversations. It’s as if you’re casually eavesdropping on two longtime friends who know a thing or two about everything. Dalrymple is a DR darling for advertisers looking to reach an engaged audience of tech adopters, lifelong learners, and young professionals. Test in Q2 and report back to me via the link below. Get The Deal In Case You Missed It Podcast Gaining Steam Worldwide Podcast consumption is increasing globally, with 40% of listeners in 47 countries tuning in for over an hour per week, according to a YouGov survey. While the U.S. leads with 39% weekly listeners, other regions like Asia-Pacific and Africa show rapid growth, while Europe lags behind in adoption rates. If you’re a marketer with international ambitions, the YouGov data in this report will give you good reason to consider podcasts as part of your mix. Read More Bad Actors Have Found Their Way To Audio DoubleVerify has uncovered a new fraud scheme in digital audio advertising called “FM Scam”. Perpetrators falsify audio traffic, spoofing various devices to blend fake traffic with real traffic. “FM Scam” generates millions of ad requests monthly, impacting advertisers and legitimate sellers. DoubleVerify’s Fraud Lab uses AI and human review to detect and mitigate the scheme. Ad verification and brand safety are relatively new and can be considered by some as “nice to have”, but these recent findings demonstrate, yet again, why these tools are essential for successful audio campaigns. Read More AI Narrated Audiobooks Are A Thing Audible introduces AI-generated voices for audiobooks, offering a cheaper alternative for self-published authors. Over 40,000 books in Audible have been created with AI, and in posts online, authors praise saving hundreds and thousands of dollars per title on narration costs. While authors benefit from cost and time savings, listeners express concerns about the impact to narrators and the potential loss of quality. The advertising landscape in audiobooks is nascent in terms of monetization, but it’s a promising area to monitor. We recognize the potential benefits of leveraging AI narration to enhance accessibility for listeners. Yet it’s also important to consider the potential implications for voice actors. As this space evolves, it will be important to balance the benefits and tradeoffs across the entire spectrum. Read More #SaveTheLiveReads What’s Your 1Password? Tim Ferriss Knows His! “Never use two, when one will do.” Nothing exemplifies efficiency like 1Password, and Tim Ferriss of his wildly popular The Tim Ferriss Show. Tim’s impressive career, which includes being listed in Fortune’s “40 Under 40”, help make his show a trustworthy platform for sharing knowledge. As a passionate 1Password user for more than a decade, Tim substantiates his recommendation with an assertive, honest and influential delivery. In his unique engaging way, Tim simplistically describes a universal issue we all face, explaining why this product is a time saver, and how it’s more safe and secure than others (any fan of Tim knows that he does his research). He explains further how 1Password saves him from the headaches associated with taking care of his most important data. Oxford Road Audiolytics™ expertly matches Tim with 1Password and has helped introduce this brand to hundreds of thousands of new users. Listen Here Contact us for a Consultation  OXFORd In The News Did We Just Become Best Friends or Enemies? AI is the future, but is that a good thing? Oxford’s own Dan Granger (Founder & CEO) weighs in on the subject in a recent article from Amplify Media. The article delves into the potential dangers posed by AI-generated audio, emphasizing the need for responsible use. Highlighting instances of misinformation and fraud, the article stresses the importance of developing safeguards and regulations to mitigate these risks. Ultimately, it calls for a balanced approach that harnesses AI’s benefits while protecting against potential harm. To learn more about how Oxford Road is harnessing AI’s potential, while safeguarding advertisers from any negative impact, you can reach out to us HERE. Read More 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!

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. Watch Here 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. Get The Deal 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. Get The Deal 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? Read More 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. Read More 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. Read More #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. Listen Here Contact us for a Consultation  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!

The world’s only podcast solely dedicated to audio ads is back with a new episode! Presenting Ad Infinitum Season 2, Episode 3 – “Branding with your Eyes Closed.” Host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes an icon whose name is so synonymous with sonic branding, he needs his own Sonic logo. Joel Beckerman is the author of Sonic Boom and Founder of Made Music, an award-winning global sonic branding agency racking up wins with every brand from Tostitos to AT&T. “When we’re creating sonic identity systems, [the] people we’re dealing with are experts in absolutely everything in their job except this.” – Joel Beckerman, Founder of Made Music Join Stew and Joel as they cover all the major and minor notes of sonic identity, breaking down radio heavyweights like Whole Foods, Vicks, and Xfinity. Can’t Build a Moat around a Rented Castle – Sonic assets should be ownable. How many times have you heard a music bed that you’ve forgotten the moment the ad ended? How many times have you used tracks like that for your spots? Your brand’s important. Your sonic brand’s important. Take pride in finding a sonic identity that’s ownable and uniquely yours. The Ham Sandwich Factor – A sonic boom moment–a sound that connects with the audience–works even when you’re in the other room making a ham sandwich. It doesn’t happen by accident or all at once. Show up sonically with intention for your audience, again and again, and you won’t have to fight for their attention. Take out the Trash ️ – We’ve all heard ads with sonic overkill and ahem a bit TOO much? That’s called Sonic Trash–where so many sounds flood your brain, that nothing gets through. CAOs, as you figure out your sonic brand, find one key sonic element you want to highlight, and give it a chance to shine. That’s your Sonic Boom. Want more essential insights that’ll stick with you while you’re making lunch? Catch the full episode by indulging below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds People Pleasers Pivot to Podcasting If you’re palatable to everyone, you’re special to no one. Hosts Jess DeBakey and Caroline Winkler believe in this ideal more than many, which is why they’ve partnered with Brat TV for their podcast Not For Everyone. The show’s main goal is to help their audience be more introspective on what they truly want in life, and to be ok with who they are. Topics in recent episodes include; the prison of perfectionism, female friendships, and the pains inherent to self-improvement. Mental health show content has continued to rise in popularity, especially in the podcasting space. More than ever, advertisers are finding success by showing up in places where listeners crave intimacy most. For advertisers looking to reach a younger female demographic through some simulcast testing, this is a surefire high performer. This test is not for everyone, but if it’s right for you, please engage the link below. Get The Deal Neuro Sees Nothing But Net Though research shows listeners are placing their trust in podcasts more than other traditional sources, most hosts are not credentialed professionals nor experts in any given field. Voics newest show boasts impressive host: Louisa Nicola, a Neurophysiologist and consulting firm Founder. She steadfastly works to unlock her listener’s potential, also educating them on physical health. In each episode, Nicola interviews true pioneers and innovators in the world of medical science, to democratize their information, giving us the tools to do better. Episode topics are often shrouded with medical jargon, but the conversations are always approachable from an outsider’s perspective. Nicola also regularly consults with athletic organizations like the NBA, MLB, and NFL. This helps converge the worlds of health and fitness, education, self-improvement, and science. Many DR brands are reaping the rewards of sponsoring this show, especially DTC male skewing advertisers. Testing this opportunity is a no-brainer, so click below for more info. Get The Deal In Case You Missed It Don’t Underestimate Your Creative The Cumulus Media | Westwood One Audio Active Group commissions Advertiser Perceptions to annually survey brands and media agencies on five advertising effectiveness factors: Brand, Creative, Reach, Recency, and Targeting. Pierre Bouvard does a great job summarizing the results and comparing them to NCSolutions findings. The net, net? Marketers and agencies underestimate the value of creative and overestimate the value of targeting. The analysis isn’t specific to audio, but this is an important read. The best advertising starts with the creative message. Period. End of story. Read More Audacy Making Noise with Sports – What it Means to You Audacy is launching a sports vertical, leveraging its 600 podcasts, 40 owned sports-radio stations, and 160 sports streaming channels. With a reach of 43 million monthly listeners, it’s positioned as a prime platform for brands to engage with sports enthusiasts nationwide. Marketers with sports as part of your mix, take note! Now, the big questions are: Can ads be bought seamlessly across platforms? Will there be visibility into cross-channel metrics such as reach and frequency? Read More Spotify Breaks Up With The IAB Spotify recently ceased its membership with the IAB, but the change has gone unnoticed for the last three months. Following an inquiry from Podnews, it was discovered that Spotify’s Megaphone, Chartable, and the Spotify for Podcasters hosting platform (formerly known as Anchor) were no longer listed as being compliant for podcast measurement. Their last certification was in 2020. While Spotify asserts its current compliance with IAB 2.1 standards, concerns arise about the duration of this compliance, especially now, since they won’t be subject to audit. This raises questions about accountability in podcast measurement. For Chief Advertising Officers (CAOs), this highlights the importance of partnering with services like Podscribe for ad verification. Read More #SaveTheLiveReads Writing, Cooking, & More with MasterClass This week, #SaveTheLiveReads takes a listen to The Pete and Sebastian Show. ONCE AGAIN, they deliver a STRONG TESTIMONIAL for our key client, MasterClass. Having co-hosts who are not only invested in the ad read they’re delivering in real time, these guys are also MasterClass veterans – taking courses over the past 4 years, since its inception. Looking back at their previous deliveries, along with the duo’s latest MasterClass recommendation, Pete Correale and Sebastian Maniscalco consistently deliver strong live reads, filled with unique substantiation. We all know that Podcast fans live and breathe their favorite shows, and as time goes by, it’s easy to quickly recognize repeat recommendations. With this in mind, the Oxford Road  values of growth and influence are well represented in The Pete and Sebastian Show. Thanks guys! Listen Here Contact us for a Consultation  OXFORd In The News Success to Significance Because there’s never enough Stew Redwine (Oxford Road’s VP of Creative Services) to go around, our own creative guru was recently featured on Spreaker’s Success Made to Last podcast. He talks about the future of podcasting, emphasizing a philosophy of “love thy audience” and predicting significant growth, due to the backlash against excessive screen time. Stew also explores the concept of sonic branding, detailing how sound connects to emotions and influences feelings. Additionally, Redwine reflects on the role of helping others in achieving personal significance and the impact of such actions on personal relationships. Check out the whole episode by connecting with the link above. Read More 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!

The Media Roundtable is back, and we’re tackling one of the thorniest, most misunderstood, yet most rewarding aspects of audio advertising: B2B. Our deep dive was inspired by this excellent recent report from Pierre Bouvard (Chief Insights Officer, Cumulus Media | Westwood One) on reaching B2B decision makers through the magic of audio. “You can’t just say, ‘hey, let’s give audio a shot–we’re just going to throw a bunch of money at it and see what happens.’ You really need to hone in on what you expect will happen and what your benchmarks for success are going to be.” – Rion Swartz (VP, Brand Marketing, Constant Contact) Hosting again is Oxford Road Founder and CEO Dan Granger, along with Pierre Bouvard and an all-star crew of deep thinkers with extensive B2B chops: -James Ingrassia (EVP, Client Service, Oxford Road) -Neal Lucey (EVP, Strategy & Product, Oxford Road), -Rion Swartz (VP, Brand Marketing, Constant Contact) Together, they’re talking all things B2B audio including; balancing long-term and short-term plans, why everyone should look beyond business, why good things take time, and a whole lot more. Let’s dive in. Hands in the Air – For B2B, you need to incentivize your hand raises. It’s not enough to say “Call NOW for a free consultation.” What’s truly the highest item of perceived value you can offer your customers? You don’t need to close the deal in one ad, just start the conversation. Especially for bigger ticket items, take the time to develop trust through personal endorsements and relationship-building. Flexibility in audio works wonders. The New Channel Problem – Scaling channels means proving ROI to stakeholders. Rion was fortunate at LegalZoom, because they tested audio successfully before channels multiplied and spending ramped. So what’s a CAO to do? If you’re not in a mature marketing environment, test audio NOW for a cleaner read. Otherwise, Rion recommends media mix modeling, and of course, we’re big believers of our two-tiered survey that has worked wonders for Bambee, a true B2B audio success story. The 18-24-58 Rule – Starting a new campaign but not sure when you’re going to see its impact? Use the rule of thumb Pierre recommends from Gain Theory: 18% the first month. 24% in 2-5 months. 58% in 6 months and beyond. TL;DR, let your audio cook. ‍ After hearing this you’ll not only become a B2B Audio Evangelist, you’ll also know how to make sure ALL of your B2B audio campaigns live up to their potential. Tune into the full episode by engaging the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Buy Me Some Peanuts and Crackerjacks When we talk about the importance of buying podcasts with a seasonal focus, sports content is clearly the most relevant topic of that conversation. MLB season is HERE, and advertisers are clamoring to start testing and rebook their top performing MVPs for Q2. And there’s no media partner better suited for baseball’s most intrigued and engaged audience than homegrown baseball juggernaut Jomboy Media. Their flagship podcast, Talkin’ Baseball, has a devoted legion of loyalists tuning in week after week for hosts Jimmy O’Brien (aka Jomboy), Jake Storiale (Talkin’ Jake) and Trevor Plouffe, as they take on America’s favorite pastime. Jomboy’s slate of shows also extends to localized teams, and it’s clearly influenced by the New York City HQ they inhabit. Jomboy additionally hosts several alternative sports teams, plus they livestream games direct from their warehouse, a setting rife for larger integrations throughout the boys of summer months. Be the bonus baby of your brand by hitting the link below today. Get The Deal Men in Blazers Showcase Women in Shorts Women’s Sports has been enjoying fervent attention in recent weeks, and the podcast fervor for them has come into play. Men In Blazers Media Network and Wondery have produced a chart topping addition to the world of soccer. Lynn Williams and Becky Sauerbrunn host two episodes weekly. The second episode features interviews with current and former players. Guests have included Denise O’Sullivan, Michelle Alozie, and Trinity Rodman, giving transparent, engaging interviews. If you’re a newcomer to the sport, this is the go-to podcast for in-season kinship with fans, to help bolster your soccer knowledge in time for World Cup Mania. This show is currently sold as a bundle with other Men in Blazers shows. It has performed well for male skew B2B clients with international interests. Get into the game with many other DR advertisers by kicking the link below. Get The Deal In Case You Missed It Fake Video Podcast Ads are Here. We’re Not Kidding. Ashley Carman is on fire uncovering the dark underbelly of digital advertising. Carman reports in Bloomberg that actors like MJ Wolfe are capitalizing on faux-podcast ads, mimicking popular formats to sell products. Yes, you read that right! For CAOs, this is perhaps even more proof of the effectiveness podcasts have in advertising. You know what they say; “Imitation is the sincerest form of flattery.” Read More IAB Reports Strong Growth for Digital Audio In 2023, digital audio revenue soared by 19% to $7 billion, driven by a growing embrace of spoken-word content and expanding subscription options. While digital audio remains a small fraction of the overall ad market, its growth outpaces other segments. The industry anticipates continued double-digit growth in 2024. IAB/PwC Internet Advertising Revenue Report 2024. While digital audio is growing rapidly, it still represents only 3% of all online ad spending. There’s plenty of room for growth, given that time spent with audio outpaces ad spend. Read More Consumer Perceptions of AI in Audio At this week’s NAB Show in Las Vegas, Futuri CEO Daniel Anstandig presented AI research findings alongside Ameca, an AI-powered humanoid robot. The study suggests audiences perceive AI as having potential to enhance audio content. However, our analysis of the results indicates a more nuanced perspective. CAOs, the chart included in this article is particularly noteworthy. It underscores the recognition of AI’s value in utility functions, such as song selection. Furthermore, it’s worth highlighting regional disparities; for instance, Midwesterners appear to perceive less improvement through AI compared to other regions. Read More #SaveTheLiveReads Shopify Gets Back to Work Selling Online “Cha-Ching!” Guess who’s back? Our partners at the Back to Work podcast, with a STRONG delivery for Shopify! Thanks to diligent media planning by the Oxford Road Team, this podcast, which focuses on productivity, communication, work, barriers, constraints, tools and more, perfectly aligns with brand specifics for the #1 ecommerce platform. Their setup, describing the use of Shopify as recent as YESTERDAY, SCREAMS relevance. Plus, they discuss the seller’s experience of utilizing Shopify to produce and sell a commemorative Super Bowl Eagles Win tee. When talking about the ease of design creation and seller launch, thanks to Shopify, they create a bond of trust for listeners, which will no doubt cause a boost in performance. And it’s always enjoyable to hear some cheeky charm and sass when hosts dare to break the rules. In this case, the host’s rebellion against actually playing the Shopify “Cha-Ching” sonic branding logo is humorous and personable, making this ad read one that’s not to be forgotten! Listen Here Contact us for a Consultation  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!

This week on the Media Roundtable, we’re bringing you a warm and welcoming fireside chat direct from our recent Chief Audio Officer event in SF. Oxford Road Founder and CEO Dan Granger chats with the one and only Jason Calacanis at our CAO Measurement Forum. Jason’s been shaping the internet for decades as an entrepreneur, angel investor, author, and podcaster, hosting multiple shows, including This Week in Startups and the world-famous All-In Podcast. Together they talk about the age of efficiency, why Brand wins, getting the absolute most from your ads through big swings, and a whole lot more. Let’s dig in. “It’s really about consistently showing people you care and just relentlessly reinforcing that the product or service you provide is getting better too.” – Jason Calacanis, Entrepreneur and Podcaster A.D.D.ing Efficiency – It’s the age of efficiency (for at least a little longer). Jason’s framework? See what you can automate, deprecate, or delegate. The things remaining have earned your time and extra effort, especially… Big Swings – For podcasts, if you’ve built a good relationship with hosts, it’s time to ask the question: what big swings can we take? Are there deeper integrations, and weird promotions worth trying – the honest to goodness creative opportunities that come to mind when you ask; “What else should we do?” Jason’s approach: “If you’re going to do 50 ads or 25 ads with a partner podcast, I would ask them; Got any pot sweeteners for us?” Brand Wins – Turns out the secret to building a brand is like building a blog. Jason invokes the advice of Peter Rojas: “Show up every day and don’t quit.” As this age of efficiency transitions into the next era, brands will matter even more. Consumers will remember how your brand has (or hasn’t) been showing up for them, day after day. Pull up a chair at this fireside chat by clicking the hot link below. Want to make sure to attend our next CAO event in person? That’s easy! Just apply here to join our CAO Club! Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds This is the Tale, of a New Podcast Ever wake up with a sudden urge to call a friend, just to see how they’re doing? Andy Samberg did, and it virtually changed the way we view outside media on YouTube forever. In this retrospective limited podcast from Public Media Marketing, Samberg is joined by fellow Lonely Island members Akiva Schaffer, and Jorma Taccone and SNL former castmate Seth Meyers. In each episode, the foursome revisit a digital short from SNL. The first episode airs this week and proves to be an impressive, irresistibly charming conversation on the creative process, friendship, and television history, of course. This is a great opportunity if you’re looking for a culturally significant tune-in comedy test. Millennials are the most obvious demo, along with those interested in internet culture and music production. Get onboard like Leo, and click the link below for a _ hour tour. Get The Deal MyStifyingly MiraculouS Meadow Soprano and Kelly Bundy may have been two legendary TV daughters without much in common, but the actors who played them sure do. Christina Applegate and Jamie-Lynn Sigler are pairing with Public Media Marketing to produce their new podcast through Wishbone. In their first several episodes the twosome talk about how their friendship was born, struggles they’ve had to overcome since being diagnosed with Multiple Sclerosis, and how their careers shaped their lives.  Podcasting often engenders community, and the intimacy expressed in this show carries that unexpected weight of commiseration. While the show’s content doesn’t solely revolve around their health journeys, this is a surefire high performer for anyone looking to reach those interested in mental and physical health, self-improvement, and recovery, plus that; ‘where are they now’ childhood TV star factor. The show may be meSsy but there’s tidy details to explore via the link below. Get The Deal In Case You Missed It Podcasting is Messy and That’s a Good Thing? Justin Pot’s Lifehacker article celebrates the open nature of podcasting, contrasting it with the dominance of big tech monopolies elsewhere on the internet. Podcasting is seen as a model for more diverse and user-centric content. CAOs, the decentralized nature of podcasting underscores the importance of having specialists that know the market to help you unlock opportunities. It just so happens Oxford Road has some of these experts 🙂 Read More Swifties Get Their Fix 24/7 on SXM. For Now. The Taylor Swift Channel will be available April 7th – May 6th. The channel number? 13 (Taylor’s Version), obviously. The 13th day of the channel coincides with the April 19th release of Taylor’s album, “Poets”. The big question for marketers; Can I advertise on Taylor’s channel and reach her legions of fans? It’s a music channel for subscribers (and an enticement to acquire new subscribers). We’re pretty certain the answer is a big fat No, no. Read More Boosting Podcast Followers with Mobile Game Ads Prominent podcasts, including those by Alex Cooper, Wondery, and Netflix, have been promoted in mobile games, highlighting an unconventional path to audience growth. MowPod offers a service, not publicly advertised, driving followers to Apple Podcasts through in-game ads, boosting charts visibility. Hat tip to Ashley Carman and James Cridland’s past reporting on Podnews that helped bring this to light. Podcasts are trying to grow from $2B to $4B in ad spend and beyond. More ears are needed for that growth, sure, but it won’t be worth much if we compromise the essential elements of trust with listeners, and credibility with advertisers along the way. Publishers and creators need to keep the golden goose of trust and intimacy alive and thriving in their quest to find new audiences. Read More #SaveTheLiveReads We Hate Movies Is Ready to Astepro and Go! This week’s edition of #SavetheLiveReads focuses on our Oxford Road value; Performance! To achieve best in market results, you first need best in market products. Well, leave it to the gents from the We Hate Movies podcast to demonstrate why Bayer Astepro is the best in market product of its class! Comedians FEED off a flare for the dramatic, and a first hand account of waking up at 5:30 AM to let the dogs out for their morning business, then returning with the worst morning allergies EVAR, is all the setup needed to jumpstart this sponsorship. Following the carefully crafted script from Oxford Road’s Creative team, these hilarious hosts utilize their substantiation segment and then flow directly into the nitty gritty of the Call to Action. Their message aligns with the product and their attention to detail makes it easy for listeners to fully grasp just how helpful this revolutionary allergy nasal spray really is! Given the fact that we’re in the thick of allergy season, NOW is the time to Astepro and Go! Listen Here Contact us for a Consultation  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!

CAOs, did you miss out on Podcast Movement Evolutions last week? We have the cure for your FOMO right here, in an all-new Industry Edition of the Media Roundtable. Join us as we recap the most significant takeaways at this year’s event and distill days of insights into bite-sized chunks. No travel or expense report required. Dan Granger (Oxford Road CEO & Founder) is back on the host microphone, joined by fellow attendees and Agents of Influence Stew Redwine (Oxford Road VP of Creative Services), Giles Martin (Oxford Road EVP of Strategy & Insights), and James Ingrassia (Oxford Road EVP of Client Service). And, we’re beyond pleased to welcome back (albeit with technical difficulties) one of the featured speakers at this year’s event, and frequent MRT special guest, James Cridland, the world’s favorite Audio Futurologist (Podnews, Podcast Business Journal). “To see somebody (Amy Poehler) that has the option of being in any type of media they want, choosing podcasts… is very validating for where we are at with this channel.” – Dan Granger (Oxford Road CEO & Founder) We’re talking about why Amy Poehler prefers Podcast as her platform, how Stew Redwine is taller than you might think, why James Cridland’s MowPod shirt may be a collector’s item, and so much more. Let’s listen in. Finding Common Ground – For the first time in a long time, advertisers and content creators are on an equal playing field. Creators are being hit by the perceived loss of downloads and company layoffs, while advertisers are being hit with increasingly higher standards in measurement and performance. As a result, pie-in-the-sky opportunities are experiencing a deeper level of scrutiny, as pathways to growth are becoming the norm. YouTube Saving Live Reads – ​​Inadvertently ▶️ – There appeared to be an aversion to YouTube (overall) at this year’s Evolutions event, with content creators feeling like the video streaming giant is not taking the podcast medium seriously. But content creators are keen to note how baked-in ad reads on YouTube actually expand reach, allowing them to sell more impressions. #SaveTheLiveReads Take the “AI” Out of Audio… – …It’s all about the “U-DO”. Everyone at this year’s event was talking about AI and how it will change our industry.  Stew Redwine so cleverly suggests to those of us in the space, that the personal connection is what has made Podcast successful in the past, and while AI may streamline some processes, it’s what “U DO” that makes the difference. Personal connection will matter even more in our future AI world. For audio insights you won’t get anywhere else, tune into the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds No User’s Manual Required This Internet thing might be sticking around for a while, and we’re just as shocked as you are. In light of that fact, it’s no surprise that the tech genre features some of the most insightful, full-throated reporting out there. Well-known Internet user and tech journalist, Taylor Lorenz, has partnered with Vox to produce a new podcast combining the glee of curiosity with cold hard facts. The Internet intersects many worlds, and Lorenz plumbs them all alongside her guests, providing important context for shocking headlines. Lorenz oozes big sister energy, and it’s that charming persona that makes her work pleasing to listeners who are easing themselves into self-education and self-improvement. Power User is steadily growing, and once this show finds its foothold, it’ll be a prime option for clients aiming to reach informed young professional techies. Power your way through to the link below for more. Get The Deal The Role Has Been Filled Work-Life Balance has become extremely important in our everyday lives. At the core of that ideal is the understanding that people are looking for answers not always easily found. Nicole Lapin and Jason Feifer help listeners find that harmony with their Help Wanted podcast on the Money News Network. The business genre is proliferated with all kinds of content, but what makes this a distinct outlier in the space is the focus on self-improvement, mental health, and other inspirational content. Lapin also hosts chart topping Money Rehab, a show diving into specific issues involving personal finance, small business stewardship, and real estate. Money Rebab already has a slate of great partnerships with B2B advertisers, and DTC brands. And thanks to the show’s frequent publishing schedule, there’s still room to test through EOY. Find harmony by clicking the link below. Get The Deal In Case You Missed It Amazon’s New TV Ingredient: Podcasts Audible Inc., in collaboration with Amazon MGM Studios, is leveraging the success of popular podcasts and original audio content to develop a TV series. This partnership brings together renowned figures like Kerry Washington, author James Patterson, and “Suits” creator Aaron Korsh to create fully scripted podcasts like; “The Prophecy,” “Hot White Heist,” “Oracle” and “Nut Jobs,” along with unscripted concepts like “Words+Music” and “Breakthrough.” This initiative aims to capitalize on successful content to create a compelling series for viewers in the U.S. and beyond. The TV and movie industries have always researched other forms of media to cook up content. Add podcasts to that recipe. Read More Newsflash: Podcasts Reach Decision Makers New research from Signal Hill shows that business decision makers are avid podcast listeners, often consuming over 5 hours of podcasts weekly. They’re particularly drawn to genres like; news, business, education, and technology. They also value podcasts offering deep insights, challenges to their thinking, and opportunities for self-improvement and inspiration. While these business types primarily listen at home, many tune-in during their commute, while traveling and when working out. Spotify and Apple Podcasts are their go-to choices. Podcasts present a powerful avenue for B2B brands to engage with this high-value audience seeking knowledge and professional growth. Read More The 2024 Infinite Dial is Here! Monthly podcast listening jumps 5 percentage points to 47% of P12+ on a monthly basis. Growth-in-listening is most rapid among women. The percentage of women listening is now almost on par with men (48% for men, 45% for women). All age segments experienced growth in podcast listening YoY. Streaming listening is mature with 76% of P12+ listening monthly. Interestingly, weekly listening isn’t far behind at 70% of P12+. No surprise, Spotify is far and away the brand used most often among online audio listeners. This opens up new market opportunities, particularly in Latin America, where podcast listening will overtake the US by 2025. Podcasting is alive, well, and growing. Diversity of content and the multiple ways it can be consumed are likely drivers. Streaming is now mainstream, albeit a good percentage of listening is subscription based. Read More #SaveTheLiveReads Anything But “Miss Understood” When It Comes To Prolon When it comes to fasting, how many different methods or blogs have you listened to in an effort to kick start a health cleanse? Rachel Uchitel certainly knows a thing or two about that! In her setup, she describes her regular reset period during the transition from Winter to Spring, wanting to avoid exhaustion and instead come out rejuvenated! Well it’s a good thing she found Prolon! On her Miss Understood with Rachel Uchitel podcast, she delivers strong substantiation referring to the beginning of her journey with this fasting-science nutrition program. Rachel’s excitement can be felt through the audio waves as she describes the food items in her subscription box. Her influence for this product is infectious, as she uses her platform to document the journey with Prolon. In the end, her recommendation will surely produce growth for Prolon. As a partner with us here at Oxford Road, Rachel makes the top of the host list, with a stellar grade. Listen Here Contact us for a Consultation  OXFORd In The News Dan Granger Shares View From The Top During last week’s Podcast Movement Evolutions, Dan Granger, Oxford Road CEO & Founder, joined a diverse panel including leaders; Drew Marcus (Guggenheim Securities), Jenna Weiss-Berman (Audacy & Pineapple Media), and Sarah van Mosel (SiriusXM), for the movement’s annual “View From The Top” panel. Overall, the panel provided insights into the current state and future outlook of the podcasting industry, addressing challenges and opportunities in areas like; advertising, platform expansion, and technological advancements. For those who missed this year’s event and this panel, Amplifi’s recap will bring you up to speed. Read More 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!

CAOs you are in luck– this week, The Media Roundtable has partnered with GoLocalise to feature their new inter-species translation capabilities IRL. Tune in to hear our panel discuss the top news of the day for the Chief Audio Officer with your fur babies and non-human friends as they learn best practices in Sonic Branding and the stunning new achievements of AI! This week, Dan Granger (Oxford Road CEO & Founder) is hosting again, joined by fellow Agents of Influence William Guernsey, (Oxford Road Associate Media Director), Tyler Percheron, (Oxford Road EVP of Strategy & Insights), and Warner Foghorn (Oxford Road VP of Client Services). We’re talking; buzzy new alfalfa, which milking machines are the best, and why Moink is the best thing to happen to the family farm since Willie Nelson. “Folks are educating themselves about where and how food is grown – they’re hungry for the truth. Family farmers bring us good food, protect our soil and water, and strengthen our country. The Farm Aid concert is a day for us to honor that truth and keep working for family farmers.” — Willie Nelson Chewing the Cud – Lebron and JJ Redick drop a new basketball podcast that stands apart from other celebrity/sports podcasts (including Caitlyn Jenner and Lamar Odom’s new show) because it’s decidedly niche. The two ballers get into the Xs and Os of how they think about the game. It’s refreshingly in the weeds and with no sponsorships yet, they’re building it for their fan base on their terms. Time will tell how much of a crossover hit it becomes, but super-serving the most passionate fans is never a bad play. Keep an eye out for slam dunk ad opportunities. Sniff  Out The Bargains – There’s no election-year ad bump yet, but that doesn’t mean it’s not coming. Some of the dynamics of the primary races contributed to the lack of increased spending. Plus, gerrymandering could lead to fewer competitive districts. We’re not expecting all the negative spend forces to hold as the year continues. For CAOs, don’t expect avails will be as easy in August-November when the race heats up. Attempting to Rule The Roost – Amazon Music inks a deal to bring UK podcasts to American ears. It’s a great opportunity for advertisers to be associated with a well-respected brand and speaks to the greater trend of globalization for the audio market. Paired with AI translation, (see The Ringer’s Union Deal) we’re seeing a push to move audience-vetted, low-risk content abroad. For audio insights you won’t get anywhere else, tune in to the full episode by clicking the link below. Listen Here: Spotify Listen Here: Apple The Classifieds Taylor Swift Replaces Kelce Brothers as New New Heights Host In a whirlwind of surprise announcements, Taylor Swift, the queen of pop, shocked the podcasting world by taking over the popular “New Heights” podcast, rebranding it as “Taylor’s Version.” With her signature charm and wit, Taylor promised listeners an exclusive peek into her life, music, and all the drama in between. At press time, former host, Travis Kelce was quoted, “I understand that we could never reach the levels of media success that Taylor will bring to the Podcast, but I didn’t expect this was the way she’d tell me we were breaking up.” Get The Deal Meghan Markle Launches New Podcast with The Daily Wire The Duchess of Sussex took to TikTok Friday afternoon to tell fans she is launching a new Pod, “The Fabulous Ms. Markle” in partnership with The Daily Wire. “It is with a heavy heart that I announce that I have cut ties with Lemonada Media, and will be moving forward in partnership with Ben Shapiro and The Daily Wire,” she reported. A spokesperson for the Royal confirmed the move was an opportunity to reveal her real self to a new audience that is more in concert with her personal brand and ideals. Deal terms were not disclosed, but sources close to The Influencer suggest a minimum guarantee of $7M Quid per episode. Get The Deal In Case You Missed It I Just Wanted to Make Things Right After tirelessly crunching numbers, Podscribe’s Pete Birsinger uncovered Apple’s miscounting of podcast downloads, sending shockwaves through the industry. However, instead of accolades, he now faces fierce backlash from legions of podcast network executives and creators who showed up at Podscribe World Headquarters in Austin, Texas on Friday with tiki torches and pitchforks in tow. Amidst allegations of “Having to ruin it for everybody,” Birsinger negotiated an informal settlement, offering Podscribe gift cards with 20% discounts to be handed out to all affected parties at the IAB Upfronts in New York City on May 8th. Read More Predictive Brand Safety Reveals Controversial Remarks Before They Occur In a bizarre turn of events, advertisers in the podcasting world have taken a page out of the sci-fi thriller Minority Report to safeguard their brand image. Demanding “Pre-Offense” technology akin to the film’s predictive policing, advertisers aim to ensure podcasters never even consider mentioning controversial topics. Sources report leading podcasters now fear not only the consequences of discussing taboo subjects but also the mere thought of them, as the specter of “Pre-Offense” looms large over the once-free airwaves. Read More Meghan Markle Announces New Branded Podcast with iHeart Media In a surprising turn of events, Her Royal Highness (HRH) The Duchess of Sussex, announced she was departing from her new contract with The Daily Wire, in favor of a new joint venture with iHeartMedia, promoting her new brand, American Riviera Orchard. Season One will feature Meghan, Duchess of Sussex, alongside co-host and former Queen Margrethe II of Denmark, planting, picking, and baking apples, which will then be made for purchase through a new e-commerce platform, only available behind the walls of the iHeartRadio app.  Deal terms were not disclosed. Read More AI’s Surprise New Star Last week, podcast watchdog Bryan Barletta recently uncovered that Lex Fridman and his renowned show have been AI-generated all along. Leveraging deep learning anomaly detection, Barletta deciphered incongruities in phonetic patterns and semantic coherence, unmasking the podcast’s generative adversarial network (GAN) origins. No statements were found on any of Fridman’s social feeds post announcements in the Sounds Profitable Newsletter on Friday. The final episode of The Lex Fridman podcast was a more transparently robotic voice exclaiming, “And I would have gotten away with it too, if it weren’t for you meddling kids! Brought to you by BetterHelp.” Read More Spotify Announces End of Minimum Guarantee Deals, Re-Signs Meghan Markle After Spotify’s recent earnings call sharing positive news about the treamer’s path to profitability, CEO Daniel Ek shared that the day of the MG deal in Podcasting had ended, at least for Spotify. Recognizing that not all commercial viability of a new show is predictable, even in the age of AI, a more fiscally disciplined approach would prevail, where all future talent contracts would be strictly approved only on a revenue-sharing basis. Breaking news from Bloomberg’s Ashley Carmen was announced via LinkedIn this morning announcing the re-signing of Meghan Markle to the network in a $700M renewal from her former contract for Archetypes Season 2 featuring exclusive clips and highlights from Season One. Read More #SaveTheLiveReads Bill Burr Knows How to Sell (NSFW) It has been 10 years since Bill Burr put this gem into the world on his Monday Morning Podcast and in our professional opinion, there still may not be a better ad read available. Having worked on the account during this debacle, we can say that A: the client didn’t pay for this ad read, and B: it was the best-performing spot they had run to date. Listen Here Contact us for a Consultation  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!

CAOs you are in luck–we have a new Industry Edition of the Media Roundtable for you that does not disappoint. Dan Granger (Oxford Road CEO & Founder) is hosting again, joined by fellow Agents of Influence Kristen Duenas, (Oxford Road Associate Media Director), Giles Martin, (Oxford Road EVP of Strategy & Insights), and Ricardo Martinez, (Oxford Road VP of Client Services). And we’re beyond pleased to welcome back James Cridland, World’s Favorite Audio Futurologist (Podnews, Podcast Business Journal). We’re talking; buzzy new sports podcasts, Ringer’s (mostly) AI-proof union deal, the British Podcast Invasion, and so much more. Let’s dig in. “Listeners aren’t stupid. They have a lot of choices and they might check you out, but they’re probably not going to stay if you’re not actually good at the craft.” – Dan Granger (Oxford Road  CEO & Founder) Minding the Game – Lebron and JJ Redick drop a new basketball podcast that stands apart from other celebrity/sports podcasts (including Caitlyn Jenner and Lamar Odom’s new show) because it’s decidedly niche. The two ballers get into the Xs and Os of how they think about the game. It’s refreshingly in the weeds and with no sponsorships yet, they’re building it for their fan base on their terms. Time will tell how much of a crossover hit it becomes, but super-serving the most passionate fans is never a bad play. Keep an eye out for slam dunk ad opportunities. Bumpwatch 2024 – There’s no election-year ad bump yet, but that doesn’t mean it’s not coming. Some of the dynamics of the primary races contributed to the lack of increased spending. Plus, gerrymandering could lead to fewer competitive districts. We’re not expecting all the negative spend forces to hold as the year continues. For CAOs, don’t expect avails will be as easy in August-November when the race heats up. BBC Crosses the Pond – Amazon Music inks a deal to bring UK podcasts to American ears. It’s a great opportunity for advertisers to be associated with a well-respected brand and speaks to the greater trend of globalization for the audio market. Paired with AI translation, (see The Ringer’s Union Deal) we’re seeing a push to move audience-vetted, low-risk content abroad. For audio insights you won’t get anywhere else, tune in to the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Sincerely Yours, The Influencer This week, podcast insiders descend upon Downtown Los Angeles for Podcast Movement Evolutions 2024. While we’re all most excited for the panels boasting our very own Oxford Roadies, there’s also a lot of buzz around podcast superstars and other celebs attending. This week we’re showcasing two such podcaster greats speaking on panels. Lori Gottlieb and Guy Winch are published authors, advice columnists, and therapists. Their Premiere Network podcast, Dear Therapists, provides therapy sessions to clients looking for long term relief and a sense of closure. Every episode features new, unique problems and guests with highly relatable doubts, worries, and attitudes towards their topics. It’s an intimate, humane experience devoted listeners have championed since the podcast’s premiere on Premiere. Their longest running advertising partners are generally self-improvement based, with a female demo. Get The Deal We’re Not Worthy. We’re Not Worthy Our second expert is Erica Mandy, an award-winning broadcast journalist who hosts the wildly popular DR darling, The Newsworthy. Since joining AdvertiseCast in 2019, the show has been a high performer for several female skew clients, as well as those looking to reach young professionals and entrepreneurs. Though the show has a short runtime of just 10 minutes and publishes on a daily basis, Mandy’s bright, effective delivery cuts through the gloom and bluster of the day’s worst news. Her branding is centered around providing top tier reporting with an unbiased, straightforward perspective. Many episodes also feature breakdowns on additional trendy, timely, well researched topics. This type of content is hard to find for those looking to remain ‘brand safe,’ while also engaging consumers where they live. Get The Deal In Case You Missed It Music Isn’t Dead, It’s Just Different In 2023, recorded music revenues reached $28.6 billion, marking the ninth consecutive year of growth after years of decline. Streaming continued to be the main driver of growth, reaching $19.3 billion, while physical music sales also increased to $5.1 billion. The industry’s bottom point was in 2014, but it has since embraced digital distribution, with streaming services now accounting for 67 percent of total music revenues. Something to note: Music revenues were $20 billion in 2000, which translates to roughly $35 billion in today’s dollars, so the picture isn’t as rosy as one might think. Just the same, if you’re a CAO and don’t have streaming in your plans, we suggest you test, pronto. Pixel measurement validates that streaming drives performance for many brands. Get those learnings from tracking pixels while you can. Read More Thank You, Thank You Very Much Tennessee passes the Elvis Act, pioneering legislation to safeguard against AI-generated audio and image impersonations. Named after Elvis Presley, it extends protections to voices and likeness, aiming to combat unauthorized deep-fakes. With support from the recording industry, this swiftly enacted law sets a precedent for AI regulation. Hold onto your seats CAOs. We’re in for a long and bumpy ride as regulation attempts to catch up with advances in AI technology. Read More Is That a Dead Ringer or AI? The Ringer union has ratified a new contract with Spotify, securing pay raises, improved severance and protections against AI misuse. While employees must consent to their voices being cloned or credited on AI content, Spotify can use AI for podcast translations without explicit permission. However, they must disclose AI-generated voices upon request. Spotify pushed the hardest for translation capabilities, as this, more than any other AI capability, delivers on a key objective: The ability to deliver rapid global scaling of spoken word content. Spoken word is where their margins lie, and instant translation rapidly opens up new market opportunities, particularly in Latin America, where podcast listening will overtake the US by 2025. Read More #SaveTheLiveReads Oversharing Millennials Conquer Aging with Clarins What happens when you take a relationship enthusiast, a clinical therapist, and the Betches Media team? You get a millennial’s dream come true with the Oversharing podcast! Led by a dynamic sister duo, hosts Jordana Abraham and her big sister Dr. Naomi Bernstein, are the ultimate source of advice when it comes to all things girl code and relationships. This especially applies to your relationship with healthy skin. The duo’s endorsement for Clarins is an example of smart product placement and brand alignment by our Oxford Road team. The sisters utilize the PE script prompt; “If you’re like me…” immediately creating a universal connection with their audience. This hooks listeners in, with substantiation that hosts actually use Clarins products. Adjectives like “obsessed, amazing, tried and true” seal the deal with positive execution! No complaints here about this kind of oversharing! Listen Here Contact us for a Consultation  OXFORd In The News Stew Loves Chachi, Chachi Loves Everybody It’s likely only 25 of our readers will actually get the reference, but that’s what happens when you’re in the game for sooo long. The audio geniuses over at Benztown and their podcast, Chachi Loves Everybody hosted by Dave “Chachi” Denes, recently featured Oxford Road VP of Creative Services/Super Audio-Nerd, Stew Redwine and Music Journalist, Lyndsey Parker, to talk about the nuances of performance marketing versus brand building, the effectiveness of podcast ads, and the importance of sonic branding. Stew shares insights into podcast advertising from his perspective, while Parker discusses the other side with her journey as a journalist, including interviews with iconic artists and contributions to pop culture and reality TV. For a perspective on all things audio from both sides of the coin check this one out! Read More 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!

The world’s only podcast solely dedicated to audio ads is back with a new episode! Presenting Ad Infinitum Season 2, Episode 2 – “Hosts are People Too.” Host Stew Redwine (Oxford Road VP of Creative Services) discusses the importance of advertisers remembering that hosts on the other end of those talking points they’re sending over are human too. He welcomes real host/human Jordy Meiselas, at the top of his game, but always looking to be even better. Jordy’s one of the three Founders of the wildly popular MeidasTouch Network and co-host of The MeidasTouch Podcast. Join them as they break down four ads from BetterHelp which aired on some of the top sports podcasts. Which are better (and which need help, and why)? “I know my audience better than anybody… as long as I can understand where the brand wants me to go with that message, I can find a perfect world to marry the two.” – Jordy Meiselas, co-Founder MeidasTouch Network, co-host The MeidasTouch Podcast Impersonal Endorsements ️- Personal endorsements can make a read really sing. Even if a host doesn’t have personal experience with your product, they can still connect authentically with the problem it’s trying to solve and a solution. Stew and Jordy take their best shots–their thoughts earn a place in your next ad. Most Valuable Podcaster – One sports host stands helmet and shoulder pads above the rest when it comes to ad reads. One key tip? Take a moment outside the podcast read to find the right story with a strong connection to the ad. Telling & Selling ️ – You’ve probably heard “the more you tell, the more you sell” (possibly from us). But Jordy adds a key caveat that anyone creating copy (or reading it) needs to keep in mind: Don’t ramble! Craving more essential insights from both sides of the mic? Catch the full episode by clicking below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Radio’s Clown Prince Moves to Podcasting Comedians’ crazy stories aren’t contained to just their stand-up, and this latest podcast from Audioboom knows that all too well. Hosted by Dan Soder, and boasting a revolving slate of hilarious guests, nothing, so far, has been off the table. Soder first gained widespread recognition for his appearances on MTV2’s Guy Code but his most loyal listeners know him from extensive appearances on SXM’s The Bonfire and Opie and Anthony, two comedy monoliths with seasoned male appeal. Soder’s newest venture is far more stripped down and simplistic, including one-on-one conversations with beloved figures like; Todd Barry, Shane Gillis, and Andrew Santino. The podcast already works with several DTC brands that test heavily in male skew comedy. So, if you’re an advertiser trying to reach that specific demographic, this is a surefire winner. Laugh with us, not at us, when we say; go to the link below for more info. Get The Deal Started From the Bottom, Now We’re Here We’re over thirty years removed from the shoulder pads and ubiquitous tweed of Melanie Griffith’s Working Girl. Yet today’s working girl is still looking to get ahead. Media company founder and marketing guru Ellen Yin demystifies and enlightens her 10k+ supporters on their own journey. In her independently produced podcast, the 20-something CEO doles out extensive hard-earned advice that helped her grow her freelance business into the enterprise it is today. Yin’s advice runs the gamut from personal development to specific business strategies, all of which feel authentically expert with her delivery. Many DR brands have already successfully partnered with Yin, including those in the B2B, B2C, and DTC categories. Her ability to reach a younger demo of hard working professionals makes her a great fit for advertisers with Q2 dollars. Boss up your budget with just one click below. Get The Deal In Case You Missed It Podcasts: This Season’s Celebrity “Must Have” Celebrity interview podcasts have become a trend among pop stars, politicians, and even royalty, offering a platform for brand-building and soft power. This article questions whether this trend is potentially detrimental to the podcast industry. We don’t view this as a major concern for CAOs. However, we advise proceeding with caution, as having a big name doesn’t always guarantee a big audience. A notable example is the reported $25 million Spotify paid the Obamas, which did not yield significant returns. Read More I Want My Spotify – Streamer Launches Music Videos Spotify recently announced the beta launch of music videos on its app, starting with popular artists like Ed Sheeran and Ice Spice. This move aligns with Spotify’s broader strategy to evolve into an all-encompassing audio platform. Our takeaway for marketers is similar to that of Emarketer; the challenge for Spotify will be to get consumers to actively engage with the app to drive value for video ads. Before we get too excited about the video opportunity with Spotify, consider the challenge of their need to change consumer behavior first. Read More Wondery Primes the Podcast Pump Podcasting has landed on Amazon Prime Video with Wondery’s inclusion of Six Trophies with Jason Concepcion and Shea Serrano, Over the Top with Michelle Beadle and Peter Rosenberg, and Alternate Routes with Trey Wingo and Kevin Frazier. For CAOs, this represents a potential incremental audience on a video platform that about two-thirds of Americans have access to. However, with only three podcasts available, Prime Video has a long road ahead if they hope to divert a massive video podcast audience away from YouTube. Read More #SaveTheLiveReads “Indeed!” Helps Hala Taha Hire the Best! One of the staple values at Oxford Road is Innovation: “To leverage data, market position, and talent to redefine the value potential of an agency partner.” As such, our media buying team sets their sights on the most influential and innovative podcast and radio hosts who match this standard for the clients they represent. Hala Taha, Young and Profiting company founder, CEO, and podcasting expert for the ages, is a prime example of this philosophy! Dubbed “The Podcast Princess”, her show Young and Profiting with Hala Taha (YAP), is best known for the “actionable advice you can use in your life no matter your age, profession or industry.” Sounds pretty universal RIGHT?! When Hala confidently substantiates that Indeed helped her hire some of the best employees at her company, that’s no small endorsement! Taha’s execution is earnest and her positive tone speaks volumes because she knows her reputation is on the line with any company recommendation. Building a company from the ground up is the literal definition of an innovative change maker, and with assistance from Indeed, Hala Taha is able to continue to grow her company with the right people and position herself as an Oxford Road Favorite! Listen Here Contact us for a Consultation  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!

Chief Audio Officers, it’s time for an all-new Industry Edition of the Media Roundtable. Dan Granger (Oxford Road Founder & CEO) is back on the host microphone, joined by fellow agents of influence, “Funkle” Kyle Jelinek (Oxford Road VP of Client Strategy) Spencer Semonson (Oxford Road Media Buyer & Planner Extraordinaire), and Neal Lucey (Oxford Road EVP, Strategy & Product).  And we’re overjoyed to welcome back James Cridland, the world’s favorite Radio Futurologist (Podnews, Podcast Business Journal). We’re talking Oscars, why brands need to focus on female listeners and hosts, Rooster Teeth shutting down, whether or not Crime pays, and so much more. Let’s dig in. “If you’re looking for them to make a great impression with your ad, first, you need to make a great impression on the host.” – Dan Granger (Oxford Road Founder & CEO) Like Pulling Teeth – Rooster Teeth was a pioneer for YouTube and after 21 years (and being acquired by Discovery) they appear to be closing their doors. We’ve worked with their podcasts for years and have only stellar things to say about them as partners (and how well they performed for clients). The podcast network’s being shopped around–here’s hoping they find a great new home; for CAOs, a strong recommendation to try placements on their shows when they do. The Host with the Most – Spotify is dominant for listening, but also for hosting podcasts. Their free service, Spotify for Podcasts hosted ~31% of all episodes published in February according to Livewire Labs, dwarfing 2nd place Buzzsprout’s 9%. But Spotify for Podcasts is pretty limited for advertising options. In fact, Joe Rogan switched to Spotify’s paid option, Megaphone (#5, 4%), after just a few weeks. Something to watch for CAOs – will Megaphone’s share grow, creating greater advertising opportunities? Crime Pays ️– IAB Australia’s ‘Crime Pays Report’ shows that compared to listening habits, advertisers under-index on true crime podcasts (whoever designed the report clearly had a lot of fun doing it). Advertisers are understandably hesitant to align their brand with challenging contexts, but the study recommends testing the genre with a few ‘how to’ tips, since it’s so effective. Two suggestions for CAOs – match the understated tone and try a light thematic tie-in. There is so much more covered in this episode (including Spencer’s new iPhone-buster) that we can’t cover here–so to get all of the audio insights you won’t get anywhere else, tune into the full episode by engaging with the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds A Very Good Place Smartless Media and the folks at Wondery have added to their roster, this time centering around the cat killing culprit: curiosity. Host D’Arcy Carden (best known for her role on The Good Place) is joined each week by a crew of comedians. They begin with one specific topic, answering Carden’s trivia questions, and then connect it to another disparate topic. Not only will you laugh alongside these stumped, riotous entertainers, but your mind will be opened (hopefully) to new and distinct possibilities. While the show hasn’t grown to a level where it’s become available to DR advertisers, the coming weeks will certainly change this, as it’s already climbing the charts. We’re waiting in earnest, as this is a surefire recommendation for those interested in reaching highly educated Millennials with interest in their own betterment. You can do your own research, or simply click below for more. Get The Deal Doctor, Doctor, Give Me the News One of the main reasons women flock to podcasts is because they often broach taboo topics previously stigmatized in mainstream society. There’s nothing more mysterious or daunting than mental and physical health. Dr. Thais Aliabadi, “Dr. A,” and Women’s Advocate & Influencer, Mary Alice Haney, are here to help. Not only do they discuss their own experiences in the medical field, but they unmask and demystify critically important conditions such as endometriosis, mental health, cancer and so much more. This Dear Media original is the perfect intersection between wellness and health – down to earth in its framing, yet boasting star guests like SZA and Olivia Culpo. This is a great opportunity for clients with extensive female demographics, specifically interested in self-improvement, health and celebrity culture. Waiting rooms are a bore, but it’s no chore to click below for more. Get The Deal In Case You Missed It Top Podcast Star Goes Down the Tubes Full episodes of the JRE are now back on YouTube (and strangely, as pointed out by our panel in this week’s MRT Podcast, they’re NOT categorized as  “podcast”) after Joe Rogan’s exclusivity deal with Spotify ended. The early results are in and it’s no surprise the JRE is a BIG hit on the #1 video streamer. Rogan’s interview with comedian Katt Williams, uploaded a little over a week ago, has already garnered 14 million views and counting. Consider this CAO’s: The Joe Rogan Experience is already the #1 podcast by a wide margin and that statistic likely just got bigger. Read More GenZ Likes Radio Despite declining radio consumption among younger demographics, the Intercollegiate Broadcast System (IBS) 2024 conference showcased 700 students with enthusiasm for radio, highlighting untapped potential in the medium for the next generation. A special shout-out to Ithaca College’s WICB, The Station for Innovation, which exemplifies the uniqueness of college radio — where profits take a back seat, suggesting traditional radio could learn a thing or two and take more chances with programming. What does this mean for marketers? Simply put, content is king, and legacy media can thrive when content is compelling. Read More AI Gets Personal A recent study by Instreamatic, a voice and audio marketing solutions provider, revealed that personalized AI-generated ads are significantly more effective than generic ones. The study, conducted by Veritonic on a Dentsu campaign for Intel, found that personalized ads increased brand favorability by 18-22 percentage points, boosted purchase intent by 15-18 percentage points, and raised brand awareness by 6-12 percentage points. This underscores the potential for AI to efficiently generate personalized ads, offering marketers an opportunity to drive better campaign performance. Read More #SaveTheLiveReads The Personal True Value of NetSuite with Kara Goldin If you don’t know who Kara Goldin is, have you been living under a rock?! Former CEO & Founder of HINT water is a genius when it comes to starting a successful business. Now also a successful author and host of The Kara Goldin Show, her podcast thrives on knowledgeable discussions with some of the greatest entrepreneurs and changemakers in the industry — a smashing success for Oxford Road because she delivers an advertisement for our client NetSuite, a company she stands behind from her own personal substantiation. Not only was Kara able to keep track of all her business in one place, but the alleviated stress because of her switch to NetSuite, is a true positioning testament as to why people with real stories of success should sponsor this company. With guidance from Oxford Road’s Audiolytics™ components, Kara delivers a personal, authentic, and trustworthy sponsorship for her audience. This aligns perfectly with a core founding statement from Oxford Road Founder & CEO Dan Granger; “Our ability to connect with our clients’ customers is the real measure of the value we bring.” Listen Here Contact us for a Consultation  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!

It’s a brand new episode of the Media Roundtable, and for all our Chief Audio Officers, we’re focusing on the other side of the microphone. That’s right, we have a bonafide celebrity podcast host, sitting down with our very own Stew Redwine (Oxford Road VP of Creative Services). Taking time from her busy podcasting schedule is Joanna Robinson. Joanna is a writer, podcaster, and cultural critic for The Ringer appearing on several shows including The House of R (covering all things fandom) and Trial By Content. She’s a former senior writer for Vanity Fair penning multiple cover stories, and in 2019, SyFy dubbed her the “Queen of Game of Thrones.” Together Stew and Joanna cover the intimacy of fandom and podcasts, how brands should write copy that hosts will actually use, plus the joy of long-term sponsorships. Let’s dig in. “[What’s] fascinating about podcasts…  is the idea of intimacy that it creates because people so often listen to podcasts while they’re doing something else… and so then you become this friend in their ear.” – Joanna Robinson, Podcaster, Author Fan Service – Hosts with the strongest communities are the strongest advocates for brands. What should CAOs look for in a healthy podcast community? Make sure the host authentically shares their voice–you should know who they are by hearing an episode. Also, are they perceived as welcoming to new members of the community? Even though Joanna’s expertise runs deep for different fandoms she serves, she remains a smart and friendly guide, not a gatekeeper. Killer Copy: Host Edition – Want to make sure your ads sing when hosts read them? Joanna gives 3 tips: In-depth experience = in-depth endorsements. Whenever possible, give hosts the product. Encourage tandem reads. Co-host ad reads are more fun than solo-mode. Five bullet points max. Long copy = bored hosts = bored audience. Simplify, Simplify – Think your product’s complex? Wondering how to explain ‘Game of Thrones’ so a newbie can get it? Whether it’s deep lore or a marketing deck, hosts like Joanna bridge complexity to simplicity. Some advice for CAOs: Stick with a core story that connects and hooks your audience. Sprinkle in the extra details after you’ve made that connection. To be lured deeper into fandom (and no doubt become a Joanna Robinson fan yourself), check out the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Heavy is The Head That Wears The Crown March is Women’s History Month, and Oxford Road is highlighting two accomplished female podcast hosts in our classifieds this week. TikToker-artist Chiara King is a girl’s girl, an honesty addict, and a personable host in her new show on Wizard Radio. King is a UK personality with international reach, thanks to her deeply relatable content on heartbreak, relationships, and self-actualization. It’s clear she identifies with similar Gen Z content creators based on her video component, which features her presenting from her comfy looking bed. King’s social count recently broke 4m followers, with many successful brand campaigns under her belt. For those looking to engage with an audience often unreachable for smaller DR brands, this is a fine opportunity to test in Q2. Be the king or queen of your royal podcast budget by clicking the link below. Get The Deal It’s Lonely at the Top Valeria Lipovetsky recently moved her blue chip podcast to QCode, and with it comes a dedicated audience of 30-something women assessing their lives. Lipovetsky has been in her listeners’ shoes, so she provides guidance and advice that’s easily accessible and thoroughly interesting. Each week she’s joined by a thought leader, expert, or author to dissect and supplant new ideas around self-improvement. Lipovetsky is the mother of three, a content creator, and a wife whose soothing voice feels meditative, even when she’s discussing barrier breaking ideas. While the show has not taken on advertisers yet, it’s a great option to test if your demographic includes young moms, women interested in improving their professional and personal lives, and lifelong learners. It takes a village to raise podcast performance, and your village can be found at the link below. Get The Deal In Case You Missed It Breaking News: Women Like Podcasts We love new articles with hot industry takes that are self-evident, but we live in a podcast bubble, so we share them, knowing some folks may be behind the ball.  According to SiriusXM, women are increasingly drawn to podcasts, with a 27% surge in weekly listeners since 2020. The reason? Podcasts offer unfiltered conversations with a sense of community. Female-host podcasts celebrate and represent women year-round, attracting listeners seeking relatable voices, while also fostering brand trust and loyalty. So, if you’re a brand seeking to reach a female audience and you’re not using podcasts, first, welcome to the Influencer. Second, you’re missing out on a big opportunity. Read More How to Win Trust with Every Listen Morning Consult’s research indicates a notable shift in media trust, with audio platforms like radio and podcasts gaining credibility. Radio leads as the most trusted medium, with podcasts seeing significant trust growth, especially among Gen Z. Trust in the media is hard to achieve. This research highlights the importance of incorporating audio into marketing campaigns to capitalize on a channel that consumers deem credible–enewsletters were not part of the study, but you can trust us on this. Read More You Want Reach? Audio’s Got Reach! Audio’s biggest proponent, Pierre Bouvard conducted a deep dive on Nielsen’s Q3 2023 Total Audience Report. His findings; AM/FM radio now surpasses TV in reach among adults 18+ (on par with social for A18-49). Daily time spent with TV and AM/FM radio is nearly equal. The report also shows middays as the most listened to daypart, contrary to advertisers’ perceptions. TV used to be the medium to build mass reach. However, with erosion in viewership, marketers are well advised to use audio as a means to recapture TV’s lost reach. Read More #SaveTheLiveReads Rooster Teeth Goes to the Doc & More… In light of the recent news about the pioneers at Rooster Teeth shutting down operation, this one hits differently. Armando Torres, host of the Rooster Teeth Podcast, recently shared what it’s like to go to the doctor’s office and have them grill you like a stingy, bitter family member, as he spoke about life before Zocdoc! The comedian grabs your attention with his hilarious setup about this universal experience. C’mon, like, who hasn’t tried to impress their grandmother?! His execution of comedic timing and attention to detail following the carefully crafted ad copy, create an overwhelming sensation of trust and authenticity. Not to mention the tug and pull, back and forth struggle to find new doctors after his move from Austin to Los Angeles. This read exemplifies the high standards of our Oxford Road Audiolytics™ personal substantiation component. This host can’t help but provide reliable feedback, making him a true champion for a long-time partnership with Zocdoc. If you were on the hunt for a new doctor, this is the guy you would take advice from. His exuberance for Zocdoc is genuine and Rooster Teeth’s unique take on live reads stands as a testament that this will not be the last we hear of them. Listen Here Contact us for a Consultation  OXFORd In The News Hug Therapy Helps Premature Babies Develop Every week, we highlight Koala Corps, the non-profit organization whose ultimate goal is to “hold the babies” at Children’s Hospital Los Angeles. So when we see other organizations doing the same, we want to highlight them here. A hospital in Argentina is now providing therapy to help premature babies when parents are unable. Data suggests hugging therapy promotes neurodevelopment, protection, care, and growth. Because babies are in someone’s arms, they’re less stressed, their temperature is regulated more easily,  they’re less prone to sleep apnea, and they gain weight faster, compared to being in an incubator. Even if you can’t make it to L.A. or Argentina to hold babies yourself, you can learn about other ways to help at koalacorps.com. Read More 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!

In a brand new episode of the Media Roundtable, we’re going DEEP on data with Podscribe’s Q4 2024 Benchmark report. There’s a treasure trove of insights, so we’re sifting, questioning and transforming them into real action for all of you Chief Audio Officers out there. Back on the host microphone is Oxford Road Founder & CEO Dan Granger, along with fellow Oxford Road luminary Neal Lucey. And we’ve brought back the absolutely best person to break down this report, Pete Birsinger, CEO & Founder of Podscribe. Together we’re talking ad lengths, iOS shake ups, and whether the juice is worth the squeeze for your audio picks. Let’s dig in. “If you are an advertiser who tried podcasting in the last two years, and it wasn’t all that you ever dreamed it would be, it might be time to revisit it soon… because the performance has gotten better.” – Pete Birsinger, CEO & Founder of Podscribe Digging the Download Dip – iOS 17’s change in automatic downloads caused some sensational headlines, showing a drop in downloads (h/t to Pete for leading the charge on highlighting the issue). But this is good news for CAOs. Actual listening impressions haven’t changed, our reporting just got better, and conversions are up. The More You Tell, the More You Sell – Lots of great nuggets on best creative practices from the benchmark (✅ Baked-in, ✅ Host-read), but one that really stands out, is length of ads. Generally, according to the Podscribe data, the longer the ad, the better the performance. Of course, it’s worth testing for yourself to see where your most efficient ad units are (and to see if some clever host thought-starters can stretch the conversation). Metrics and Price – Most of all, now that you know what generally performs better for the industry, you can price it accordingly. All of your audio options can be worth it–at the right price. According to the report, podcast beats streaming (1.4-1.8x), so if you’re paying the same CPM, you’re either getting a great deal on podcast or a bad deal on streaming. Make sure to track your metrics and ask for discounts when you don’t see enough value. (And shoot us a message if you need help!) To see your Q4 in a whole new light, with some bold CAO moves, tune into the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Obsessed with Obsessed We’re well into Q1, and happily report our clients are raving about some new top performers. This first selection is no surprise for those who already love Brooke Avericks’ other podcast; Brooke and Connor Make a Podcast. Her most recent venture is with newly formed TMG Studios, founded by YouTube Royalty Cody Ko and Noel Miller. Brooke is best known for her humility and authenticity, rising to fame on TikTok reading from her old diary and detailing her love for fanfiction. Brooke and her guests open themselves with full transparency and honesty, recounting their most haunting, all-consuming obsessions (in a most playful way). The show just premiered in January and it’s already performing well for clients looking to reach a female-skew. If you’re as obsessed as we are, click the link below for more. Get The Deal Listeners Get a Bird’s Eye View Public Radio generally brings to mind the same type of large-scale tent pole programming time and again, but dozens of smaller outliers exist, awaiting discovery. Thanks to Pandora’s pairing with New Hampshire Public Radio, we’re able to bring you our second top performer of the week. Covering niche topics in the natural world, Outside/In is a high performing wonder in the Science genre. Each episode is a weekly nugget of journalism showcasing amazing stories from the realms of science, environmentalism, conservation, and mother nature. For those who see themselves as modern day adventurers with a need to know more, this is definitely the podcast for you. It’s an assured opportunity for those looking to reach highly educated Millennials who care about sustainability and staying duly informed. While it should be second nature to you by now, see below for even more information Get The Deal In Case You Missed It Veritonic Spills the Secret Sauce on Effective Podcast Ads The Veritonic Audio Attention Report, developed in collaboration with Realeyes, offers advertisers valuable insights for enhancing audio and podcast advertising effectiveness. Using Realeyes’ PreView technology, webcam-enabled podcast listeners showed sustained attention in ads that have louder VoiceOvers, while ads with low volume or excessive sonic elements had weaker attention. The Veritonic Report validates an Oxford Road Creative Services’ long-held belief for podcast ads: one voice, no music, no sound design – just well constructed copy points where every word counts. If you want to capture audience attention, the answer is perhaps counterintuitive – don’t try too hard to entertain or sing a song – turn the sfx and music down and simply talk to the audience with a clear voice, about things they actually care about, using conversational delivery. Read More IAB Doubles Down on Podcast Measurement The IAB Tech Lab has released a draft version 2.2 of its podcast technical measurement guidelines, their first update in nearly three years. A big area of focus is downloads. Specifically, the update addresses the challenges in measuring podcast audio file downloads. Importantly, it includes language saying that ads can only be counted if they’re part of a valid download. This should be welcome news to CAOs. Read More The Future Sounds Very, Very Connected Ad Age highlights 5 new key tech advancements with the power to shape audio, including: personalized content in vehicles; AI-enhanced human connections in podcasts; biometric-driven content delivery for mood improvement; attention-based metrics; and niche community building. Our advice for Chief Audio Officers… Keep your ears & eyes open. Pay attention, with skepticism, as much of this will take years to become useful, even if beta options hit the market soon. Read More #SaveTheLiveReads The Bald and The Beautiful ‘Works It’ for MasterClass This week we’re taking a listen to Trixie and Katya from The Bald and The Beautiful podcast as they talk about “the sheer, unadulterated beauty of pure insanity” that is MasterClass! Snagging these queens is a dream come true for Oxford Road’s Audiolytics™ because these ladies bring the ‘whole package’ with high energy, charisma and a flair for the dramatic. Their talents are not to be wasted, and as such, the pairing for “best in market performance at maximum viable scale” is realized to the fullest with a match like MasterClass. Hosts Trixie and Katya exude an essence that’s hard to ignore, as their execution goes beyond the facts in their Oxford Road script. The way these two use substantiation when talking about the impact of learning interior design and creating your own personal aesthetic is perfect, and of course, an absolute must in the world of drag! Listen Here Contact us for a Consultation  OXFORd In The News Podnews Tags Our Own Stew Redwine In a fun role reversal, Podnews’ James Cridland, a regular guest on the Media Roundtable, asked our own Stew Redwine, Oxford Road VP of Creative Services, to join him on Podnews Weekly Review to discuss what makes a good podcast ad. Get ready to take notes, you don’t want to miss how to make your ads work BEST in the marketplace. Read More 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!

The world’s only podcast solely dedicated to audio ads is back with a new season! Presenting Ad Infinitum Season 2, Episode 1 – “Sound Strategy.” Host Stew Redwine (Oxford Road VP of Creative Services) discusses the importance of strategy in audio advertising and ranks ads from five top audio spenders. But this job is too big for one person, so Stew welcomes Strategist Supreme Mark Pollard–podcast host, author, and CEO of Sweathead. “Either do the hard work of finding words that work hard, or use words that make hard work for everyone else.” – Mark Pollard, Author of “Strategy is Your Words” Join Stew & Mark as they break down ads from big names with big budgets–Progressive, Apple, Verizon, AT&T, and Pfizer. The real question: are their strategies sound? Or do they hit a sour note? Respect Your Audience – Progressive showed why they’re not just a big spender, but a big thinker too. Sonically rich, funny, and still effective. Plus thoughtful about their ad context. In a packed commercial break, Progressive was the only ad inviting listeners to stay tuned in. Behind the Logo – Mark’s the owner/creator of a very cool sonic logo for his podcast. How’d he land there? He needed one in line with his love of absurdism, and didn’t want to take himself too seriously. The CAO takeaway? Showing up with a bit of sonic intention is better than showing up with intentions of instant perfection. Inform or Entertain? – Inside every marketer, there are two wolves–one that wants to entertain and one that wants to inform. Which one will win? The one you feed, of course, but the truth is–you need to feed ‘em both. We’ll see which advertiser should divvy up their delicious ad copy more evenly so our wolf pack can thrive. Plus, why advertising in the US is so different than elsewhere, and why it’s an especially exciting time to be a CAO. Kick off Season 2 of your audio ad Masterclass by clicking one of the links below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Financial Advisor Brings the Tough Love It takes a lot to exasperate Caleb Hammer to the point of exhibiting comical looks, and yet he does it every week on his YouTube channel. Dubbed as the Millennial Dave Ramsey, Hammer himself was merely scraping by not so long ago. He now helps countless subscribers audit their spending, so that they can climb out of debt toward a brighter future. Hammer puts out multiple episodes weekly, spending each video focusing on his guests’ collective financial woes, with candid, yet intense conversations. His approach is a mix of tough love and realistic empowerment, also bringing light to the state of our current economy. Hammer is nearing 1m subscribers on YouTube, a high-performing opportunity for his network, Creators Agency LLC. Any B2B advertisers looking to reach a younger demo will align well with Hammer’s brand of edutainment and his consistent viral success. So Hammer home some Q1 testing success by investing in the link below. Get The Deal Never In a Bad Mood What else do gamers watch besides their favorite Let’s Play videos? Most marketers have asked themselves that question at some point in time. Luckily, The Grumps are here to provide answers. Game Grumps co-hosts Arin Hanson and Dan Avidan have teamed up with Headgum, and are now selling sponsorships for their iconic channel. Their best-known segment is the 10 Minute Power Hour, chronicling a weekly activity that often devolves into gross, messy antics for our viewing pleasure. Game Grumps do everything, from baking with an Easy Bake Oven, to salsa dancing, even electrocuting themselves inadvertently. (Yes, for real). They’re often viewed as definitive comfort creators, with major crossover appeal outside the platform that made them famous. This is an exceptional opportunity for all interested advertisers. Get ready player one — start the game by clicking the link below. Get The Deal In Case You Missed It Podcast Downloads Have Dropped – The Audience Hasn’t Apple Podcasts‘ update to its automatic downloads system has caused a significant decline in audience numbers for popular podcasts. Downloads fell by 19% month over month and 24% year over year among top publishers, affecting long-running shows the most. Despite the decrease in downloads, podcast listening has remained strong. Take a deep breath. The launch of iOS 17 has led to a decrease in podcast download numbers. However, don’t interpret this decline as being indicative of a shrinking audience. While downloads are valuable for gauging the popularity of individual podcasts, they no longer serve as the sole metric for understanding a podcast audience. Fortunately, we’ve progressed from the era when downloads were considered the ultimate measure. Read More Follow The Lead of Retail in Streaming Audio Digital audio ad spending is on the rise, projected to constitute a fifth of total time spent with digital media in the US. Retail dominates this spending, with personalized and localized messages resonating well with consumers. Despite fluctuations, digital audio advertising is expected to continue on this trajectory, particularly in retail. Competitive spending intelligence for streaming audio has often been elusive. While this report doesn’t explore top spending brands in streaming audio, it does shed light on leading spend categories. Unsurprisingly, retail claims the top spot, with other notable categories including travel, CPG, and eCommerce. Read More Unlike Cheap Trick, Podcasting Isn’t Big in Japan (But it is in Mexico and Brazil) Latin America is projected to lead global podcast listenership by 2027, driven by its vast Spanish and Portuguese-speaking populations. With 135.2 million listeners in 2023, Brazil leads and is expected to surpass North America by 2025. Challenges like monetization and attribution persist, but opportunities abound for growth and professionalization. If you’re a marketer with international ambitions for your podcast campaigns, this report offers valuable insights into the Latin American market. If you haven’t already considered LatAm in your international efforts, reading the report will likely prompt you to do so. Read More #SaveTheLiveReads “Babbel” ing on with Justin Martindale As we get older, it becomes harder to learn new hobbies, especially new languages! But this week, Justin Martindale, host of the JUST SAYIN’ Podcast shows his audience how to adopt the number one rule of comedy, “Yes, And!”, when it comes to learning something new. Martindale’s substantiation about learning French with Babbel is the perfect setup for a great ad read. Jusin’s background in stage performance and comedy offers the audience an exciting listen as he lays out the special offer and CTA. The key words from him are FUN and EASY, which make his execution count. This is precisely the kind of forward-thinking laid out in Oxford Road Audiolytics™ components, creating the perfect formula for success! Listen Here Contact us for a Consultation  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!

In this episode of the Media Roundtable, we’re blowing things up and getting back to our roots–talking with a giant making a ruckus on topics we care about deeply–the fragmentation and polarization of media and impacts on democracy. Back on the host microphone is Oxford Road Founder & CEO Dan Granger, along with fellow Oxford Road luminary Neal Lucey. And joining us for the first time ever is special guest Evan Shapiro. Evan is a Media Cartographer and CEO of ESHAP, with a most fascinating background. He’s an adjunct professor, Former EVP of NBCUniversal Media, the Former President of IFC (thanks for Portlandia, Evan!). His substack, Media War & Peace, is a must-read for Neal and more than 9,000 other subscribers. Together we’re talking about the decades-long decay of trust in news media post-Watergate, our social media echo chambers, and of course, we “follow the money”. Let’s dig in. “I trusted what [the press] were telling me for the most part… and then social media comes along and says; ‘Not so fast democracy!’ and it really just pulls everybody into their corners to never emerge.” – Evan Shapiro, Media Cartographer, CEO of ESHAP A New Fairness Doctrine ⚖️– While many of us look at the state of the media and shake our heads (70% of Americans distrusted the media in 2023, flipped from 70% trusting it in the 1970s). Evan looks to Reagan axing the Fairness Doctrine in 1987 and how that opened the door to the vitriol and polarization of our current mindscape. What would a new Fairness Doctrine look like? What can brands do now to encourage good actors in the space? (A good step forward is our partner Seekr’s civility score.) 26 Words that Control Everything ‍⚖️– Even if you’ve never heard of Section 230, it shapes everything you see on the internet. Basically, companies are not liable for anything ‘other’ people post on their sites. But since companies are still able to profit from misinformation (selling ads next to wildly engaging, manipulative content), the incentive structure is set against being great at moderating content. Imagine how the social media landscape might change if Meta, Google, and others had their own version of a Dominion lawsuit? “Community is Better than Audience” – How does podcast fit into the media landscape? Podcast is still so intimate and niche, there can be enormous trust with hosts, even though trust in media has declined overall. If there’s an upside to the fragmentation of media, it’s that emerging voices and niches can reach an underserved audience, and build a community that wasn’t previously possible. Dive in with us for a fiery, wide-reaching, deeply important discussion. No matter what, you won’t be able to look at media consumption the same, ever again. Tune into the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Pretty, Pretty, Pretty, Pretty Good Curb Your Enthusiasm is winding down its final season (for the second time) and series regulars Jeff Garlin and Susie Essman are busy reminiscing. Starting from season one, the Max produced, Premiere sold rewatch will answer all of your burning questions, while reveling in the neurosis behind every episode. As the characters mirror their real life counterparts, it’s fascinating to learn how the writers processed everyone’s idiosyncrasies and habits into such an off-the-wall classic. Guests will include the usual suspects; Series Creator and Lead  Larry David, with co-stars Cheryl Hines, and Richard Lewis. The video component is available on the Max app and YouTube, though advertisers will only be privy to audio content. This is the perfect opportunity to reach the show’s die-hard fans who are looking for ways to say goodbye. No need to stop and chat, all the info is in the link below. Get The Deal The Good, The Bad, & The Podcast Oversharing has become a virtue in our social media focused world. No two people fully embody an open, honest spirit more than childhood besties Joe Hegyes and Andrew Muscarella. They recently joined All Things Comedy, and are also hosts of the trending comedy podcast, Good Children. While their main theme is being their comedic, fun-filled selves, the ultimate goal is to reach a formerly repressed audience, now looking to find themselves. Joe and Andrew share a twenty-three year friendship, often pulling from their many archived recordings to reference experiences they’ve shared. Filtered through a nostalgic, queer, and internet obsessed lens, the show has received viral TikTok success, thanks to its video component. This is a solid option for advertisers looking to reach a consumer base of 18-24 self-improvement minded comedy fans. Children can now be heard and seen, so click the link below for more. Get The Deal In Case You Missed It A Patented New Era for Brand Safety Fresh from the U.S. Patent office, Seekr’s Civility Score™, goes beyond current brand safety and suitability standards, by helping advertisers identify personal attacks in audio content. Applied via Seekr’s Align platform, Civility Score™ evaluates podcasts and transcripts, helping marketers to assess brand suitability. Brand safety and suitability is often just applied bluntly, by blocking entire categories of content or keywords that may have a different meaning, depending on the context. For this reason, Oxford Road has partnered with Seekr because we believe “how” a topic is discussed, is as vital as the topic itself. Read More Passionate Sports Fans Always In-Season According to SiriusXM, sports podcasts are experiencing a surge in popularity, offering engaging content for fans year-round. Listeners are deeply engaged, with 94% identifying as sports fans, participating in various sports-related activities. Brands are finding ample opportunities for engagement, with listeners receptive to host-read ads, and interested in exclusive promotions, collaborations, and bonus content. Sports podcasts and sports radio are both a great way to reach and align your brand with a highly engaged audience of sports fanatics. Read More Podscribe Has the Benchmarks Podscribe has released their Q4’23 benchmarks report with a treasure trove of stats on Podcast advertising. The benchmark report provides insights on performance by ad length, DAI vs Baked-In, ad placements and more. If you’re a CAO, we recommend downloading the report ‘at the cost of’ providing your email address. We do suggest you consider the following nutrition label for benchmark reports: your results may vary once costs and category dynamics are taken into consideration. However, despite the inherent nuance in podcast buying, the data shared in this report can help you build time-saving heuristics for your podcast planning. Read More #SaveTheLiveReads Robert Glazer Elevated The Podcast Ad Read Robert Glazer, host of The Elevate Podcast, is a perfect testimonial example for the digital marketing platform Constant Contact. As an award-winning entrepreneur, #1 Wall Street Journal bestselling author, and creator of Friday Forward, Glazer has the kind of clout that takes decades of hard work and determination to build! As a leading influencer, he brings the Oxford Road Audiolytics™ strongest component to the table with his ability to answer the question; “Why should I trust you?” Robert delivers a clear, succinct, precise recommendation for the company that helped him get his start as an entrepreneur over 20 years ago! Talk about the golden ticket winner of Substantiation!  At Oxford Road, we believe Influence is at the forefront of business. Our team of media buyers and coordinators continuously seek the greatest minds out there. With Robert Glazer’s renowned influence in the business world, you can be sure when he raves about a product on his show, you’re getting the real deal! Listen Here Contact us for a Consultation  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!

Attention Chief Audio Officers! We’re back with a very special episode of the Media Roundtable. Dan Granger (Oxford Road Founder & CEO) is hosting, joined by audio heavyweight Bryan Barletta, (Partner & Founder at Sounds Profitable) and Oxford Road’s newest Agent of Influence Nathan Aminian (EVP of Operations, Oxford Road). We’re talking about what Joe Rogan’s new $250M Spotify deal means for podcasting, and an even bigger deal–Nathan joining us at Oxford Road. Let’s dig in. “You get to a size where there’s a lot more downside in taking on a risk of switching (attribution) partners than upside.” – Dan Granger, Oxford Road Founder & CEO A Quarter Billion and Non-Exclusivity – Rogan and Spotify make it official–the walls are coming down. So much to sift through but in no particular order: If Rogan were an athlete, it’d be the 35th biggest contract ever (Sorry, Steph). A new age of big deals for big podcasters (not just big stars) is upon us. A bigger market with an ad rev-share could mean Spotify feels good about non-exclusivity and getting a piece of that sweet YouTube simulcast revenue. CAOs, ride those coattails. If the JRE is out of your budget, book spots on the shows of JRE guests–they get a whopping 47% bump in engagement–bonus impressions! Oxford Road’s Big Hire – If you’ve been in the audio space, odds are you’ve felt the impact of Nathan Aminian’s analytics leadership at some point. As we announced last week, Nathan recently joined Oxford Road as our new EVP of Operations and he’s already making things happen (in the greatest possible way). We live and die by our data but despite the fact that audio is not in short supply of options that promise an attribution silver-bullet, nothing is perfect (Bryan Barletta’s big compliment to Oxford Road: “I don’t know if I’ve heard of a vendor that you haven’t worked with or have a perspective on.”) With Nathan, Oxford Road is taking a huge leap in our abilities to integrate disparate sources of information together, while lowering dependencies on third-party vendors. Ultimately, we’ll achieve a level of trust and truth that’ll help all of our CAOs make better decisions. Hard not to get excited about that. As always, for audio insights you won’t get anywhere else, tune in to the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds A Random Person on the Internet YouTube is still seen as the Wild West for DR brands thanks to unreliable YouTubers. That’s why high performers are that much more valuable, thus we have two such options for you this week. We’re starting strong with Double Play Projects’ D’Angelo Wallace, a YouTuber who has shown immense growth in recent years. After a year and a half break from content creation, Wallace returns to his diehard fans with a series of videos trending across multiple demos. Wallace creates an air of respectability, thanks to his in-depth research and analysis of internet culture and the people who shape it. D’Angelo’s entertaining rhetoric and sometimes unpleasant yet necessary topics, often sway public opinion and inspire many look-alikes. Wallace performs well for DTC brands interested in reaching highly educated young professionals. Like and subscribe, by clicking the informative link below. Get The Deal Documentaries Come to YouTube “New j aubrey just dropped,” is a common phrase uttered by reactive Twitch streamers. Why? Because Aubrey’s longform videos are seen as some of the most detailed, heavily researched single topic videos on the platform. He covers everything from mainstream media figures, to internet influencers, and even niche drama with the seriousness of a true documentarian. Only a handful of creators can hold the same level of attention, as his videos often run between 45 and 90 minutes. This is one of the reasons his videos are classified as ‘must watch’. NanoZebra is currently offering competitive pricing on his next video, which will most likely see optimal exposure on various other channels as well. While all host reads live in equitable harmony in the DR landscape, such an unattainable media figure as j aubrey would be an excellent consideration for anyone with open budget. Click the link below to absorb and learn more about this opportunity. Get The Deal In Case You Missed It Joe Rogan Gets Polyamorous with New Spotify Deal On the heels of SXM shelling out $100 million+ for SmartLess, Joe Rogan renews with Spotify. Financial terms of the deal were not disclosed, but The Wall Street Journal reports the deal is estimated to be worth $250 million, including revenue share. The new multiyear deal will allow his show to be distributed to YouTube, Apple, and other podcasting platforms. Why should marketers pay attention even if Spotify refutes the $250 million price tag? It’s all about the audience, and Joe Rogan has a BIG one. Looking across demographic audiences, the Joe Rogan Experience routinely reaches ~20% of weekly podcast listeners. The next popular podcast according to Edison Research data is most often in the single digits. Read More Westwood One’s Case for AM/FM Based on Web Traffic Lift Cumulus Media | Westwood One Audio Active Group® has conducted 17 attribution studies with LeadsRx over five years, analyzing the impact of advertising on site traffic across various categories. Studies show AM/FM radio campaigns generate a +14% lift in site traffic on average. We are skeptical of using time series analysis to judge performance of radio advertising, yet we commend Pierre Bouvard and team on conducting a thorough analysis. We encourage marketers to take note of insights in the WWO analysis. Read More Weren’t Able to Secure That $7 Million Super Bowl Spot? In case you were locked out of buying that $7 million Super Bowl spot, Sounds Profitable has some alternatives to consider, including podcasting. Based on industry average CPMs reported by Libsyn, you can achieve approximately 300 million impressions in podcasts for the same budget. Our take: We love audio, but the Super Bowl is almost impossible to justify based on the media value alone. You have to consider impressions delivered via earned media and any surrounding promotions, not to mention the less tangible value of costly signaling and cultural imprinting. Read More #SaveTheLiveReads Two Hot Takes On Why There’s Success with Shopify With so many advancements in technology for businesses today both big and small, it seems IMPOSSIBLE to weed through all the platform options when first starting out on your own. Host Morgan Absher of Two Hot Takes knows all about starting from scratch! Her ear catching Set Up about learning how and where to sell her merch, is an all too universal experience. THIS is exactly why Oxford Road partners with Two Hot Takes, as her ability to personalize Positioning is a powerful influencer from Oxford Road’s Audiolytics™ components list. Additionally, her use of Substantiation showing how EASY learning to sell her merch on Shopify was, along with her enthusiastic tone, gives listeners an immediate sense of trust. And if you’re one of Morgan’s regular listeners, you know she does not hold back on spilling all the juiciest tea if something doesn’t live up to her expectations. Morgan + Shopify = a perfect example of Oxford Road’s mission statement, “To grow companies worth fighting for.” Listen Here Contact us for a Consultation  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!

Chief Audio Officers, welcome back to another raucous episode of the Media Roundtable! Dan Granger (Oxford Road Founder & CEO) is back to host, joined by fellow Agents of Influence Kristen Duenas (Associate Media Director, Oxford Road), Stew Redwine (VP of Creative Services, Oxford Road), and everyone’s favorite Audio Futurologist, James Cridland (Podnews, Podcast Business Journal). We’re talking virtual products, the podcast to TV pipeline, Seekr’s new brand safety bet, the next “cool” era of podcasts, and more. Let’s dig in. Hey Brand Spender – Podcast brand spend continues to shift the advertiser landscape. In December 2023 Amazon overtook longtime top advertiser BetterHelp by out-spending everyone. Amazon, the up-and-coming online bookstore, pushed many messages to support their array of sub-brands, but what put them over the edge? Prime Video, particularly to promote their newish addition of Thursday Night Football. If only there was a link between Podcast listening and TV viewing. Hearing is Seeing? – Right on cue, a new survey by Hub Entertainment Research shows how podcasts can help shape TV two major ways. 50% of podcast listeners are more likely to watch a TV show based on their favorite podcast, and 47% have discovered TV shows via podcasts. Will podcasts be the new tested-IP goldmine like comic books were in years past, or are they a marketing vehicle? Tune in to hear our take. No Product, No Problem ️ – Backed by UTA and L’Oreal, AI technology startup, Rembrand is showing off their virtual products for simulcasts. Is there any harm with an AI-generated poster on the wall that isn’t actually there? TBD, but as the technology improves the line separating real or not continues to blur. A challenge in an industry based on authenticity and trust. …And that’s just scratching the surface of what the team covers in this episode. For audio insights you won’t get anywhere else, tune into the full episode by clicking the link below. But before you jump in, we’d like to officially announce the hiring of Nathan Aminian, EVP of Operations here at Oxford Road. Nathan’s leadership and technical prowess will undoubtedly strengthen our competitive advantage in data analysis, measurement, and attribution strategy. We couldn’t be happier to have him join our team. Read more about Nathan and his plans to take Oxford Road to the next level HERE. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Receipts! Proof! Timelines! Screenshots! Bravo has been the reigning powerhouse in reality television for years, but it’s their recent large-scale scandals that gained the most attention. An abundance of new fans are tuning in to revel in the fun, and BravBros’ hosts Steel and Shooter know that feeling all too well. Often seen as atypical Bravo fans, the former baseball players and current Vanderpump Rules superfans are erasing the stigma associated with reality TV, one scandal recap at a time. As recent guests on Watch What Happens Live, they’ve already shared their reactions to all three parts of the RHOSLC finale. BravBros is a small venture from network Cloud 10 and has been a DR darling for multiple DTC and subscription-based advertisers since premiering. The show is still highly female skew, but as the fan base continues to diversify, so has the podcast. Bro-out and bro-down via the link below. Get The Deal The Worm Shaved His Mustache Though we’re eight months post-Scandoval it‘s still seen as one of the most insane twists in reality TV history. With the newest season of Vanderpump Rules premiering this week, and Tom’s recent interview with Nick Viall going viral, now might be the time to take advantage of the hype. Everyone Loves Tom, a new tongue in cheek podcast hosted by Sandoval and Tom Schwartz, includes all the missing tea from the highly popular reality staple. The show’s aim is to humanize and understand Tom as he begins his journey to becoming a better person. Sold independently, as well as through Gumball, the show hasn’t built a lot of traction with advertisers up to this point, though now would be the time to test. This is an especially interesting prospect for advertisers with last minute budgets looking for a short term opportunity in TV and Film. Join the lovefest by clicking the link below. Get The Deal In Case You Missed It First Podcast Radio, Now Podcast TV? Picking up from The Media Roundtable discussion on the role of podcasts and TV show discovery comes news that ESPN will broadcast video versions of their popular podcasts on ESPN2. The lineup includes First Draft, The Hoop Collective, The Lowe Post, The Mina Kimes Show, and The Elle Duncan Show. The initiative aims to grow their podcast audience while providing engaging content for ESPN2 viewers. We expect the cross-pollination between audio and video to flourish, given the popularity of podcasts on YouTube. For advertisers, we suggest taking a cue from consumers by delivering ads across formats vs. a siloed approach. Read More Big Creator’s Deals are Dead…Hold that Thought Ashley Carman from Bloomberg reports this week that SiriusXM has acquired “certain” exclusive rights to the hit podcast SmartLess, hosted by Will Arnett, Jason Bateman, and Sean Hayes, in a deal worth over $100 million. The agreement grants SiriusXM distribution and ad-selling rights for SmartLess and other programs from SmartLess Media, along with access to live events and previously aired episodes. According to Edison Research Podcast Metrics, Smartless is a top 10 podcast with 1.9 million weekly listeners. No need to look further to grasp why SiriusXM saw the value of plunking down $100 million+ for SmartLess. Details on how much SXM will charge for advertising on their new toy is still TBD, stay tuned. Read More Parlez-vous Podcasts? AI is drastically changing the audio landscape, even as you read this, and most of it’s good for marketers. Podcast networks like iHeartMedia, Spotify, and Acast are exploring generative AI tools for various purposes. For example, iHeartMedia and Spotify are testing AI to translate podcasts into different languages for international distribution. Additionally, Acast’s AI-powered tool, Collections+, assists ad sales by grouping podcasts into contextual categories, which facilitates more options for targeted advertising. Generative AI tools are also considered for podcast production tasks, like research, scripting, and editing. As mentioned previously, we’re onboard with the use of AI to expand the reach of podcasts to new audiences outside the US. It’s a welcome development for marketers with international ambitions. Note: While some networks embrace AI, others, like NPR, remain cautious, emphasizing that AI can’t replace unique human talent, especially hosts. Read More #SaveTheLiveReads “Love Murder” Loves Nom Nom This week’s edition of #SaveTheLiveReads is a special treat for all you dog lovers out there! The Love Murder podcast takes a break from the daring, murderous study of human-to-human relationships by highlighting the sacred friendship we share with our pups. Everything about this ad copy written by Oxford Road‘s Creative Team showcases the positivity and encouragement dog owners need to be enticed by Nom Nom. This ad read is a shining example of two key components of Oxford Road’s Audiolytics™, 1. The Offer: clean ingredients with an amazing 50% off deal! 2. Substantiation: hosts Jessie Pray and Andie Cassette discuss their adorable personal testimonials! Together, these components create a sense of trust for the audience and leave a lasting impression, far more alluring than that of a murderous tale. Listen Here Contact us for a Consultation  OXFORd In The News What’s The Difference Between Oprah and Alex Jones? It may seem obvious as far as content is concerned, that Alex Jones and Oprah cover the same topics from a completely different angle. Yet current brand safety tools can’t always tell the difference. That’s one of the reasons why Oxford Road has partnered with Seekr to launch Align, a new brand safety tool that rates the “civility” of podcast discussions. The tool assigns podcasts and individual episodes a “Civility Score” on a scale of 0 to 100, based on the severity and frequency of personal attacks. Brands can now finally distinguish between podcasters who combine passion with restraint vs those they’d rather not partner with… just in time for an election year! If you’d like to see how this cool tool could help your company make better, more informed decisions in podcast placement, email us for a demo. Read More 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!

Ad Infinitum, the world’s only podcast solely dedicated to audio ads is back with a very special Season 1 Finale. Presenting Episode 7 – “It’s All in the Execution.” Host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes two Sound Strategists; Steve Keller, Sonic Strategy Director for SXM Media’s Studio Resonate, and Bjorn Thorleifsson, Head of Research & Insights at amp sound branding, to discuss the 9th and final Audiolytics™ Key Component: Execution. In short, does every word count? “[Sonic strategy] is the blending of sound science with sound art in order to help us make sound decisions.” – Steve Keller, Sonic Strategy Director, SXM Media’s Studio Resonate Join us as we try and feast on a combo of the best audio ads McDonald’s has to serve up. Are we “lovin’ it” or are these arches made of fools’ gold? Caveats about Disclaimers – When you have a lot of words that don’t need to count, how do you still make them count? Instead of breaking the ad and switching talent as McDonald’s does for their disclaimer, try delivering it in character or adding in an extra sonic element afterward. Make sure the last morsel of your ad doesn’t leave a bad taste in your mouth. That’s a Mouthful – How can you change up the quality of vocal delivery? In one spot that dives into the ASMR experience for Mickey D’s, there’s a missed opportunity to do an ad read while actually eating a burger. How can the way talent performs the copy be an extra part of the execution? The Secret Sauce ⌛️- Channeling back to our episode on Scarcity (listen now, it could go away any minute!) making an offering scarce, like the limited-time mambo sauce, makes it feel like an urgent event you need to take part in. How do they do it, and how can you take the knowledge to your brand? We have thoughts for you to chew on. Plus a deep dive on how to show up sonically on a massive scale (and how strict you need to be with your sonic brand standards). Sounds good? Complete Season 1 of your Audio Ad Infinitum Masterclass by clicking below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Progress, Not Perfection Many of us start the year participating in the tried and true tradition of Dry January. Originally started in 2014 in the UK, it has proved to be a great reset for self improvement minded individuals. Madeline Forrest’s Happiest Sober Podcast is a celebration of yearlong sobriety and the many challenges and benefits of abstention. Madeline details her own journey, often detailing candid memories and expressing emotions that we often don’t hear folks share. Madeline also talks about sobriety’s benefits from all points of view, whether you’re just looking for a healthier way to live or perhaps struggle with addiction. The show has recently moved to True Native where it’s being sold for the first time. While the content may be worrisome for many advertisers, we surely recommend this opportunity for anyone trying to reach goal-oriented consumers looking to improve their health and lifestyle. Find your own bliss by clicking the link below. Get The Deal New Kids on the Block Nicole Byer and Lauren Lapkus are back for another season of their rip-roaringly funny podcast Newcomers. Complete amateurs when it comes to nerdy pop culture, Byer and Lapkus decide to educate themselves, and we get to listen-in as they experience cultural touchstones together for the first time. So far, they’ve brought in guests to rewatch iconic franchises like; Marvel Universe, Star Wars, The Lord of the Rings, and Tyler Perry movies. Now they’re watching every iteration of Batman, which is as entertainingly absurd as previous seasons. 14 total episodes will be released, and many DR advertisers have already jumped at the chance to be part of this consistently high performing opportunity. The show’s had hilarious guests like; Taran Killam, Paul F. Tompkins, and Karen Han. If you’re a newcomer to profitable performance, find more information at the link below. Get The Deal In Case You Missed It Podcast Going Down The Tubes – In a Good Way Radio Ink called out YouTube’s podcast dominance last year, and while their role in podcasting remains controversial, YouTube’s influence is expected to increase in 2024, driving more engagement to the medium. As the most used podcast platform, YouTube facilitates discovery and growth. YouTube’s recent “direct audio-only” episode ingestion simplifies the process of uploading content for podcasters, leveling the playing field. Challenges in monetization, performance tracking, and viewer preferences for video are noted. However, positive receptivity to podcast ads on YouTube remains strong, offering podcasters the opportunity to experiment with reaching a broader audience. Podcasts on “The Tube” aren’t going anywhere anytime soon. So if you’re sittin’ on the sideline waiting to test, chances are your competition is ahead of the game. Read More A New Way to Make Your Ads Work Harder? As reported by PodNews, Magellan AI, the podcast analytics platform, has partnered with Adelaide, leader in attention-based media quality measurement. Magellan AI integrates Adelaide’s AU metric, which predicts attention and impact into its podcast measurement suite. This collaboration aims to provide advertisers with show-level attention ratings by campaign, allowing insights into advertising effectiveness in podcasts. The addition of AU helps advertisers identify efficient sources of attention, supporting smarter media investment decisions. The AU ratings are normalized across channels, enabling advertisers to assess podcast advertising effectiveness relative to other media investments. From The Influencer’s perspective, while this is new ground, the prospect is promising. Combined with lessons learned from seasoned media buyers who know the podcast landscape like the backs of their calloused hands, leveraging new technology, as proposed in this article, could unlock untold efficiencies in your podcast campaign. Read More How Technology is Changing Your Audio Strategy Speaking of technology, AdAge says the future of Audio will be shaped by innovative technologies such as biometrics, AI, and wearables. In vehicles, advanced tech like facial recognition and voice controls will enable personalized content and targeted ads. AI will enhance human connections in audio, helping creators understand audiences better. Wearables will use biometrics to serve content matching moods. Next-gen audio measurement will focus on consumer attention and emotion. Brands will target niche listener groups with AI, meaning audio is predicted to be eight times more impactful than visual media. The opportunities presented are staggering, and while many of the predictions here may fall by the wayside, it’s important to test early and often. We recommend a 70-20-10 strategy where the majority of your budget is on the “tried and true”, a smaller amount on the “experimental” and just a little on “crazy shit”. The future looks bright, Influencers! Read More #SaveTheLiveReads There’s a Hole In One of Those Tommy Johns As a performance marketer, there’s likely no better phrase to hear than; “I use it and you should too” (or something to that effect) in an ad. In Oxford’s Audiolytics™ creative framework, personal endorsement is a major part of the Substantiation component, and it makes all the difference when it comes to ad effectiveness. Seamlessly weaving your brand or product into a conversation about a host’s daily life is the ultimate display of trust. In a recent episode of Fore Play, the weekly podcast by common golfers, for common golfers, one of the hosts interjects what starts out as a fairly pedestrian read for the underwear brand (the most comfortable in the world), Tommy John, with a tale that was funny, charming and most importantly, authentic. You can’t write this stuff! An endorsement for your brand like this one only comes from proper onboarding and taking good care of the talent, so they take pride in talking about what your brand means to them. If you want to hear what true comfort feels like, check out Tommy John, the best pair you’ll ever wear. But, if you want to know what comfort sounds like, listen to this week’s offering of why we fight to Save the Live Reads. Listen Here Contact us for a Consultation  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!

Chief Audio Officers, the Media Roundtable’s back with a roundup of all the industry news you need to know  up this week, preserving and celebrating audio quirks. On the host microphone again is Oxford Road Founder and CEO, Dan Granger. Joining him are fan-favorites Kyle Jelinek (Oxford Road VP of Client Strategy), James Cridland (Podnews, Podcast Business Journal), and special guest Scott MacDonell, (Former Oxford Road Managing Director and 5x Oxford Road client ). “We’re chasing something that’s easier to transact, but not nearly as valuable as what they could be selling.” – Dan Granger, Oxford Road founder and CEO We’re talking-stretching ad budgets through digital audio, getting IAB de-certified, the foretold rise of programmatic, and more. Let’s dig in. Getting with the Program(matic)? – Programmatic audio spend is expected to double by the end of 2025 to $4B. But CAOs… tread with caution: programmatic has nowhere near the impact compared to host reads – It threatens to devalue the audio content it’s interrupting by cramming it full of impersonal ads. Turning podcasts into radio with skippable ads is no one’s dream. This Time I Mean It… – 10 companies are in line to lose IAB certification after being uncertified for over a year. The IAB made strides in standardizing the podcast industry, maybe it’s time for an audio-specific organization to give the industry a core and preserve its unique flavor. YouTube’s Podcast Era ▶️ – As promised, RSS feeds are a go for YouTube. As it is for all things audio, there are some quirks and caveats. There are no dynamically inserted ads allowed, and although an October 2023 study showed YouTube as the most used channel for podcast consumption, viewing/listening habits… volume might be very different. The takeaway? For creators and CAOs, YT’s a big enough player to warrant adding it to your audio toolbelt, especially if you want a baked-in ad buy to show off a visually deserving product. If you’re short on time, recaps of some of these stories and more are below, but for audio insights you won’t find anywhere else, tune in to the full episode by clicking one of the links below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds You Can Keep ‘Em For the Birds and Bees When planning for B2B clients interested in the business genre, it’s natural to gravitate towards the same offerings time after time. Our selections this week are tried and true performers that reach underserved demographics whilst proving to be inspirational and forward-thinking. From Acast, Yo Quiero Dinero is a Latina hosted podcast about financial independence and wealth building, specifically bridging the gap between the world of finance and Latino community specificities. Host Jannese Torres has swagger, sense, and surefire knowledge which has made her a popular business coach as well as an adept interviewer. Advertisers looking to reach empowered, self-starting entrepreneurs will find infallible success, especially if looking to reach a female skew audience. This is also a great option if you’re looking to reach bilingual Latinos in the US market – heck, you may just want to tune in and learn how to rock a side hustle. Either way, see below for more information. Get The Deal Lift Up Your Eyes to the Heavens You may assume that a network called Pleasure Podcasts wouldn’t see much overlap with B2B performance, but you’d be wrong. Professional Goddess Podcast is hosted by stripper turned CEO Ana Dee, and it’s as raunchy, brash, and illicit as you would hope it to be. Though listeners are often subjected to crass language and sexual innuendo, every episode also features universal advice on personal finance, client relationships, revenue streams, and content creation. Ana has a candid reverence for her audience base and showcases a daring sense of personal fulfillment in her work. Her audience is predominantly Gen Z women in their twenties, and they often vibe with her big sister style advice and straightforward approach. Advertisers that have the best success on this offering are often subscription-based or work within the ecommerce industry. Whether your personal Greek god is Aphrodite or Plutus, you have a good reason to click the link below. Get The Deal In Case You Missed It Does Podcast Need the IAB? Turns out that ten podcast companies are still not certified for the latest version of IAB podcast measurement guidelines v2.1, in spite of being asked to do so by the end of 2022. More than a year later, the IAB’s list of compliant companies still shows AdsWizz, Anchor (now Spotify), Buzzsprout, Captivate, Chartable, Libsyn, Megaphone, Podbean, Podtrac and Simplecast as only compliant to v2.0 of the guidelines, meaning “they will lose current status”, according to the IAB Tech Lab. While some of the companies on IAB’s naughty list are publishers and may not see the need to jump through IAB’s compliance hoops, it begs the question of whether there’s a need for IAB compliance in the podcast marketplace at all. In this week’s podcast, guest James Cridland mentions the potential for a podcast-focused entity (not unlike the radio-focused RAB) to pick up the ball and run with it. Read More Stretch Lean Ad Budgets with Digital Audio This next article from Retail TouchPoints reads like an advertisement to CAOs for digital audio. Marketing executives face budget constraints, with 71% of CMOs feeling insufficient budgets for advertising strategies, and US ad spending is expected to rise by 5.1% in 2024. Diversifying budgets with omnichannel media, such as digital audio, is touted as a cost-effective solution. Retail Media Networks (RMNs) leveraging programmatic platforms like The Trade Desk can monetize shopping data, with global management giant, McKinsey, estimating RMNs contributing $100 billion to ad spend by 2026. While digital audio offers high engagement, only 3% of ad dollars were spent on it in 2023, presenting an untapped opportunity for RMNs. But these efficiencies extend past the retail segment, which is probably why Podcast News Daily says 8 out of 10 marketers expect to increase or maintain their spend on audio advertising in 2024. CAO’s, if you’re tasked with making your ad budgets do more with less, Digital Audio looks better and better. Read More Brand-Safe News Content You Can Trust News/Politics may well be one of the best-performing genres in the podcast space, yet many advertisers steer clear due to potential concerns around brand safety. An analysis from AI-driven insights and solution company, Sounder, reveals that NPR’s news shows offer brands a safer environment than the general news podcasting population offers. NPR’s commitment to high-quality content is evident, with 81% classified as unrelated or low risk for sensitive topics, compared to the 54% industry average. NPR avoids graphic discussions, with 13% fewer medium risk sensitive topics and only 2.3% categorized as high risk graphic discussions. This presents NPR as a more trustworthy option for brand sponsorships. Brands who want as-close-to-perfect brand safety should consider NPR – but note that without a personalized endorsement from a strong, opinionated, (loud-mouth) host from some of the more polarizing content in this space, it may be harder to generate ROI on this network. CAOs, if you’re looking to tap into this content, without opening a hornet’s nest of brand-safety concerns, we have the tools to help; reach out to us HERE. Read More #SaveTheLiveReads 2024 is the Year of Prioritizing Health! Wondering what the most important step is to set yourself up for success this year? It’s taking care of your health, of course! And there’s no one better to speak about it than Brianna Chickenfry and Grace O’Malley from their podcast, PlanBri Uncut, laying out the 411 on Zocdoc. These gals are masters in the art of Oxford Road’s Audiolytics™ key component #1…THE SETUP! Their attention-grabbing BFF banter and enthusiasm immediately has listeners hanging onto every word. You won’t have to work hard to grasp the important info. These ladies lay out the value prop excitedly and then drive it home with their own substantiation of Zocdoc. What could be more encouraging than a real person talking about how they had no options for a doctor and then suddenly found a service with all the options in the world – PLUS the possibility of same day or next day appointments?! It’s a beautiful demonstration of the planning and matching done by our coordinators at Oxford Road, to put the right hosts with the right brands, facilitating impressions that lead to more business and satisfied customers! Listen Here Contact us for a Consultation  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!

Chief Audio Officers, as we plan for 2024, it’s the perfect time to go back and see how well we predicted audio in 2023. Because as Churchill said; “Those that fail to learn from history are doomed to repeat it.” So how did Oxford Road do on our 2023 predictions? TL;DR, scary good. Like a 90% hit rate. And not to toot our own crystal ball, but for all the CAOs who care about where audio is heading, you’ll want to hear what we think is coming down the RSS feed in 2024. Hosting the Media Roundtable once more is Oxford Road Founder and CEO, Dan Granger, joined by fellow Podcastradamuses James Ingrassia, Spencer Semonson, and Stew Redwine. “[Audio] is the last kitchen table conversation that exists in this country.” Dan Granger, Founder and CEO of Oxford Road So, let’s recalibrate our crystal ball and make a full tarot deck’s worth of bold predictions that’ll no doubt shape your year and budgets. 1. Grading our Homework We made 10 predictions at the beginning of 2023 and 9 came true (the 10th was about an emerging remnant marketplace–we think we’re still right on it happening, but wrong on the timing). Some of our top-called shots: The Age of Verification ✅- We predicted a significant focus on ad delivery verification with more emphasis on where ads land in podcasts and standardizing verification– that hit in a BIG way. Brand Safety and Suitability – We said the tools were coming to make it safe for big brands to enter the podcast space and they absolutely arrived. Big Brand Bucks – We predicted a shift from D2C to brand advertisers (helped by the brand safety tools) and that happened in a very real and measurable way. 2. How we see 2024 To help you make better choices (and also hold our feet to the fire come 2025) we’ve compiled one handy source of truth of all our expert predictions for 2024. What kind of 2024 are we tuned into? There’s strong agreement that listenership (and revenue) will go up in aggregate (h/t to an election year). CPMs and Content Investment look to trend down, thanks in part to radio’s melting ice cube and production companies trying not to get burned… again. For the industry, we’re betting that chaos prevails over standardization. Plus, our experts are calling some other big shots for 2024: ⚖️ We’re counting down to the first advertiser sued for a fake AI endorsement. (To make sure it’s not you, Dan’s advice is a good starting point: “Don’t pay somebody to say that they did something they didn’t actually do.”) 2024: the year of HDYHAU – because you need attribution that won’t get destroyed when Google changes its policy. Not satisfied merely dominating all things music, Taylor Swift will launch a podcast that crushes all others (Sorry, New Heights). For full breakdowns of these bold predictions and a whole lot more (including Oxford Road’s hot dog marketing experiment and Spencer’s lasting anti-iPhone bias) listen to the full episode by clicking the link below. For a full, detailed report on all of our 2024 predictions, click here. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds The Podcast Host Will See You Now In the crowded landscape of true crime, it’s rare to see new successes in podcasting. Mr. Ballen (internet personality and former Navy Seal Jonathan B. Allen) just entered the podcast space in 2020 and swiftly received an Amazon exclusive partnership by 2022. Wondery’s new MrBallen’s Medical Mysteries is a highly produced investigative series focusing on medical curiosities that often flirt with grotesque and intense themes. Cases range from mysterious ailments to short-lived pandemics and lean into the paranoia and anxiety that often accompanies true crime content. If you’re looking for a health and fitness podcast that doesn’t feature self-improvement or alternative medicine content, this is an optimal choice. It’s also a great option for those looking to align with consumers willing to pay for subscriptions, as most Ballen content is only available via Amazon Music. Start the ball rolling by clicking the link below. Get The Deal Staying on Theme We’ve all been there: You promised yourself you would go to bed early and instead watched a 4-hour video essay. Followers of YouTubers Wendigoon, penguinz0, and Jackson Clarke are very aware of this phenomena and therefore have been eagerly awaiting the group’s new podcast Red Thread. The Mana Network offering has already covered topics such as Heaven’s Gate and The Mothman. Much like their ‘video only’ content, the show features a loose conversation among the trio, peppered with factoids and research from whoever is hosting that week. Though their YouTube content doesn’t often fall into the category of “brand safe”, it’s a much more nuanced and tempered format. Direct Response advertisers in the B2C space are already taking advantage of this offering in Q1. Anyone with a young-skewing male demo is also highly recommended to test before the year is booked up. Follow the thread down to the link below. Get The Deal In Case You Missed It Do You Hear That? Most Americans Do The latest nugget from Edison Research’s Share of Ear study shows that ad-supported audio reaches 84% of people 13+ on a daily basis. Even among 18–34 year-olds, 82% are reached daily. Edison defines ad-supported audio as AM/FM radio, podcasts, ad-based streaming services such as Pandora, the spoken-word channels on SiriusXM, and free use of YouTube for music videos. We have some issues here including YouTube, as that seems more like video to us. However, the finding still holds up that audio is an effective and efficient way to scale reach, even among younger demographics. Read More Sticking with Those New Year Resolutions? Podcasts Can Help Research from SXM Media shows that three in four listeners set New Year’s resolutions, seeking guidance from their favorite hosts. Podcasts inspire personal development, with 43% finding motivation and practical tips. Financial wellness is a focus, with listeners turning to podcasts for guidance. For brands with Q1 seasonality, especially those in categories like financial planning, weight loss, and fitness, there’s a big opportunity to tap into the connection hosts have with their audience to increase relevance. Read More The End of Radio is Nigh? No, Not Really Audacy, Inc. has entered into a prepackaged Chapter 11 bankruptcy and is aiming to reduce its total debt from $1.9 billion to $350 million. The agreement allows Audacy to address financial challenges caused by ambitious acquisitions coupled with a decline in radio ad spending. One of the largest audio companies going through bankruptcy could cause marketers to be cautious about radio advertising. It shouldn’t since it will have virtually no impact on listenership. Read More 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!

Welcome to 2024, Chief Audio Officers! Podcasting is now old enough to order a beer. And of course, the Media Roundtable is back to prepare you for what looks to be a very eventful year in audio. Back as host is Oxford Road founder and CEO, Dan Granger. And by popular demand, we’ve brought back the Wizard of NYU, Steven Goldstein (founder and CEO at Amplifi Media). We’re talking about the big money questions of audio: from CPMs to content investments, and why our theme music is so terrible on this podcast. How low will radio sink, and how high will podcast climb? And in an election year that promises to be anything but boring, how wide of a berth will advertisers give to all things political? Let’s put our ears to the crystal ball and see what it tells us. “Radio is a melting ice cube, and the good news is it takes a while for that ice cube to melt.” – Steven Goldstein of Amplifi Media Marketer-Friendly CPMs – You heard it here first. We’re predicting audio, on the whole, see lower CPMs, especially in radio (big melting ice cube) and streaming (pixelpocalypse). If you can prove ROI pixel-free (oh, and we have THOUGHTS) you might get to take advantage of this tailwind in 2024. Media Roundtable Music Found Wanting – Steve pulls no punches and piles on the mounting chorus of voices asking us to change our theme music. And like a true friend, offers to help us find something better. Finding your Niche – On the content side we’re seeing a couple of trends. No more dumb up-front money, but possibly a race to the bottom with some very cheap “zoo crew” style podcasts that contribute to the radio fiction of the space. Our money bet? Look for niche content that’s not trying to be mass-market. You can go outside the relatively stable top 20 shows and find a perfect match for your audience. And maybe still True Crime? The genre keeps killing it after all these fiscal quarters. Election Year Marketing: Ride Waves, Don’t Wipe Out – Elections are on the horizon, and with it, a lot of engagement on some very polarizing content. Marketers will need to get more sophisticated with brand safety and suitability to surf the chop. One partner plug? Seekr’s Civility Score, which might be a figurative and literal lifesaver. For full breakdowns of these bold predictions and a whole lot more, tune in to the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds  I Want to Believe Year after year the most popular New Year’s Resolutions center around physical health, money management, and self-improvement. For podcast nerds like ourselves, the top resolution is to always find something new and to hear from someone else. This week we are showcasing niche podcasts that have seen high performance for several select advertisers. Our first comes from Studio 71 and covers the strange, the supernatural, and everything in between. Theories of the Third Kind is hosted by Aaron and Danielson, two intrepid investigators in fringe conspiracies from our shared human history. Recent episodes have covered the Lost City of Z, UFO sightings, and Navajo culture’s infamous skinwalkers. The show’s top advertising partners are in the e-commerce and DTC categories, and similar offerings have done especially well for our agency’s male millennial skew clients. There’s nothing theoretical about your future testing success if you click the link below for more information. Get The Deal Let’s Give ‘Em Something to Talk About Podcasts are often held up as the ultimate intimate source of comfort. Hosts connect with us on a base level, and though we don’t like to admit it, feel like our actual friends. Sara Scoggins is especially gifted at this invaluable skill, spending each episode of Let’s Talk with Scoggs bonding with her musically inclined guests. Scoggs’ wheelhouse sits squarely in the pop rock, alternative, and pop punk genres, and her passion for this music comes across easily in her breezy, melodic voice and bubbly personality. If you’ve yet to be initiated into the cultural intricacies of these specific scenes, this Adlarge original is an easily accessible way to start your journey in 2024. Many advertisers index high in the Music genre while initially planning, but rarely find available tests, especially female skew ones such as this. Let’s talk via the link below. Get The Deal In Case You Missed It Libsyn’s 2024 Podcast Predictions and Wishes Libsyn‘s predictions for 2024 include the growing role of Instagram and short-form video in podcast promotion, more mergers and acquisitions, and an increase in programmatic ads. The wish list for 2024 includes simplified podcasting tools, an emphasis on audio quality and content improvement, and a podcast listening 101 that can be shared by libraries, etc. to encourage more people to tune in. Read More Marketers are Bullish on Podcasts for 2024 Going into 2024, 62% of global marketers are confident in continued growth for podcasts, according to a study by Acast. Marketers in the USA, Australia, and Canada plan to increase podcast ad spending. Podcasts are seen to outperform radio and streaming music in accurate targeting and engagement but rank second behind radio in brand safety. The research also shows podcasts have untapped advertising potential. Hear, Hear! Read More The Resilience of Audio: Four Hours of Listening Daily Americans spend an average of four hours and 11 minutes daily on audio content, according to Edison Research‘s Share of Ear® study. Despite a dip to three hours and 44 minutes in 2020, audio consumption rebounded in 2021 and has remained resilient. The Q3 2023 data indicates no significant change from almost a decade ago, highlighting audio’s competitive stance amid video options and shifting consumer habits. Edison encourages advertisers to invest more in the audio space as listeners continue to dedicate over a quarter of their waking lives to audio. We couldn’t have said it better… Read More #SaveTheLiveReads EarnIn Saves the Day for The Zach and Wahlid Show With all the technological advancements of our time, it’s said that people will see and hear hundreds if not thousands of advertisements each day! How can any one of them stand out in the midst of all the noise and actually influence its target audience? At Oxford Road, it all comes down to the careful placement of ads within selected shows with real personal stories that demonstrate success. Our team matched up the brand EarnIn with The Zach and Wahlid Show. In a recent read, co-host of the show, Zach, talks about how he avoided a major embarrassment on a first date when he remembered EarnIn could cover the rest of the bill after his gift card for dinner only amounted to $25. It’s one of those moments where a person is vulnerable, trying to make a good first impression, and has a personal testimony that everyone can relate to – and because the host was following Oxford Road’s Audiolytics™ guidelines, actually converts. Zach and Wahlids’ execution is humorous and lively, further substantiating a strong advertisement that influences the listening audience. Listen Here Contact us for a Consultation  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!

It’s that time of year when you don’t really know what day it is and probably haven’t worn real shoes in days (hopefully). But 2024 is right around the corner and there’s work to be done! So with one ear to the past and one to the future, we’ve assembled an unparalleled group of audio journalists and industry experts. And what’s more, they’re taking strong positions on 2024 trends that we’ll 100% hold them to (well, mostly). Back on the host microphone is Oxford Road Founder & CEO, Dan Granger with the World’s Favorite Radio Futurologist James Cridland, along with Ariel Shapiro (Lead Reporter, Hot Pod) and Skye Pillsbury, (Author of The Squeeze). We have some of the most informed and spiciest takes ever on this show. On the docket, we have: Video Podcast – terrible term, or convenient catch-all? Rogan and Spotify – should he stay or should he go? And, whether the audio industry will feel productive pain in 2024, or just the regular kind . Let’s dig in. “To… refer to videos of podcasts as podcasts–every time that happens, a little piece of me dies.” – Skye Pillsbury, Author of The Squeeze Keeping it Simple ‍♀️– The movement of the industry is towards complexity, making it a mess for brands to navigate. (See the variety of “standards” between networks) So even if calling videos of podcasts on YouTube “podcasts” breaks your brain, it’s probably better for all of us to stretch and put it under the podcast umbrella. Otherwise, the industry fragments and gets even more complex. Better that it’s held together with duct tape than not at all. The End of Exclusives? – In a similar move, we haven’t seen many exclusive deals in 2023 and we think 2024 will follow. Eliminating the caveat of “only on ____” is at least one thing listeners and buyers shouldn’t have to worry about. It’s hard enough to find an audience when you can be everywhere–no need to make it harder by showing up in “only” one place (TBD what happens with Joe Rogan and Spotify). No Pain, No Gain – Back to those so-called standards. We think rule shifts, changes, and chaos will continue between publishers in 2024, but if and when we’re “sick and tired of being sick and tired” we might work toward something a little more cohesive in the future. It might be another full year before we bring such a powerhouse group of industry experts together again. Soak up their wisdom while you can and listen to the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple In Case You Missed It Acast Breaks Down the 6 Podcasting Trends Shaping 2024 While this week’s podcast takes a look forward, we’re sharing the 2023 audio trends that will shape next year’s audio landscape. First, we look to Acast’s recap of how podcast adoption has become part of our daily lives. In 2023, podcasts became integral to daily life, with a notable 30% increase in listeners unwilling to forgo them. Daily routines, particularly driving, feature podcasts prominently, with 81% tuning in while commuting. Podcasts stimulate social interactions, with 86% of listeners discussing them with friends and family. Podcasts maintain their status as the most mentally engaging audio medium, garnering 66% focus compared to audiobooks. Advertisers see increased engagement, with 69% noting a rise in podcast ad consumption. Why is podcasting such an effective advertising channel? Acast shares many of the reasons in their 2023 recap. Read More Edison is Back at it Again Not to be outdone, Edison Research shares its top 10 insights from 2023. Among them: a majority of audio listening now occurs at home, and largely through connected devices; radio still dominates listenership in cars but mobile devices are gaining; on-demand listening surpassed linear for the first time in 2023. Edison is the leading research provider for audio, making these top 10 insights a must-read for marketers. Read More What’s Working in Podcast Finally, Pacific Content interviewed industry professionals to reflect on key lessons and innovations from 2023 and what that means to marketers in the space. Read various perspectives that run the gamut from branded podcasts, to measurement, to the potential application of AI for content targeting. A couple of our favorites include; the virtues of episodic buying, and a competitor extolling the virtues of HDYHAU surveys. Which, by the way, is a good opportunity to remind you to read our white paper, The Bonfire of Vanity URLs (if you’ve come this far, you might as well keep going). Read More OXFORd In The News Read More 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!

We hope you’re stocking up on holiday cheer and doing your last minute shopping because the season’s almost over! Why are we inciting panic? Because it’s time to talk about ads and scarcity. That’s right, the world’s only podcast solely dedicated to audio ads is back with a special edition–a very limited-time offer! We’re covering the Audiolytics™ key components of offer, scarcity, and path. Presenting Ad Infinitum Episode 6 – “Why Now?” Host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes Amanda DiMarco, VP of Client Success at Veritonic, who has unparalleled expertise in understanding why people do (and don’t) act after hearing audio ads. “At the end of the day, the consumer wants to have a perceived value–a sense of; “I won, I got this great deal.” – Amanda DiMarco, VP of Client Success, Veritonic Join us as we talk about compelling offers, clear CTAs, and the urgency to act before it’s too late. And what’s fast becoming our favorite Ad Infinitum tradition, we’re breaking down top spending creative from Bed Bath & Beyond, Home Depot, Whole Foods, and Macy’s. Let’s see which ones have been naughty and nice. ‘Tis the Season Of Promos – No offer, no deal. In a recent study, 76% of frequent podcast listeners expect a discount code of some kind. Knowing these expectations, how do you make sure you’re not showing up for your customers empty-handed? Equal Cost ≠ Equal Value ⚖️– It pays to test different versions of the same offer. $5 off, 2 for 1, and 50% off isn’t necessarily valued the same way by customers, even if it costs the same. We Crown a Champion – One ad absolutely crushed the others this week, and might just have the highest score of any Ad Infinitum ad. The Four Keys? High energy, early and often brand mention, a strong CTA and a stand-out offer. Want to finally understand why some ads instantly move your hand to your wallet and some don’t move you at all? Listen now before this episode is removed forever on December 31st. Listen to the whole episode (and complete lesson #6 of your audio ad masterclass) by clicking below. Watch Here Listen Here: Spotify Listen Here: Apple In Case You Missed It Elon Claus Gives an Unexpected Gift Like an unexpected present under the tree, five million Tesla models have been sold to date and founder Elon Musk is giving the gift of podcasts as part of the brand’s 2023 Holiday Update, offering owners of Model S, 3, X, Y, and Cybertruck in 47 countries access to the Apple Podcasts app via a free software update. Users can set up the app through a QR code and their Apple ID, enjoying features like “Up Next”, “Latest Episodes”, and curated collections for different driving scenarios. This move expands Apple Podcasts’ presence in vehicles and complements Tesla’s existing partnership with LiveOne, offering select podcasts in North American models. Read More The Tok Has Tiked for Podcasts By way of Sounds Profitable, the grinches over at TikTok have sunsetted their podcast feature. As of 12/15, TikTok shut down the beta of their Podcasting feature that aimed to allow full podcast episode imports into TikTok. Users of the beta will lose full episodes, though traditionally uploaded audiogram clips will remain. With the popularity of YouTube and the growing popularity of video, it’s surprising to see TikTok give up so soon. Perhaps this is just acknowledgment that it will be near impossible to supplant YouTube as a video platform for consuming podcast content. Read More They See You When They’re Sleeping, They Know When You’re… Listening Cumulus Media and Signal Hill know who’s naughty, who’s nice, and who’s listening to podcasts. Their recent “Insights” report reveals that podcast newcomers are younger, 18-34, female, and ethnically diverse. New podcast consumers are 23% more likely to be female than those who’ve been with the medium for four-plus years. Podcast newcomers are more diverse, with 40% being Black or Hispanic. Those who’ve listened longer spend more time with podcasts. Podcast newcomers also show a preference for video content, expanding the audience by 14%. Podcast listeners are already a desirable audience for marketers, and this research on podcast newcomers indicates these trends will continue in the future. Read More 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!

2023 was a BIG year for all things audio. The Media Roundtable takes an inside look at the stories and trends shaping the soundwaves. Back on the host microphone is Oxford Road Founder & CEO, Dan Granger with fellow agents of influence James Ingrassia, Spencer Semonson, and Stew Redwine. We’re taking stock of this landmark year in audio with a special look at the so-called Podcrash, the industry impact of big brands and big brand bucks, YouTube’s surprise rise as the top place for podcast discovery, and a whole lot more. Let’s dig in. “Audio is its own unique language. It has shades of digital, shades of influencer, shades of traditional media–it is all of them and it is none of them.” – Dan Granger, Oxford Road Founder & CEO Big Brands, Big Bucks, Big Mistakes? – Just as we called the end of “dumb money” with the end of big, exclusive celebrity podcast deals, the shift to brand advertisers is also changing the industry. Big brands entering the space should lift all boats, but the new companies don’t have a Chief Audio Officer who understands how very different audio can be, meaning those brand dollars could exit the industry as quickly as they entered. Authenticity and AI – You can’t talk 2023 without discussing the leaps AI has made. Clone voices are out there–but when a host can endorse anything without really endorsing it, what does that do to trust? Similar to how live sports is a bulwark against ad skipping on TV, we’re calling out authentic, bespoke host reads on audio as a stronghold of trust with audiences. YouTube: Not An Afterthought ▶️– According to a Cumulus Media and Signal Hill report, YouTube is the top place for Podcast discovery. Podcasters doing YouTube right is now a niche element of our niche industry. Still, if brands can recognize and utilize the right partners, the ongoing discoverability of episodes (and baked-in ads) could be huge. It’s going to take the right sherpa to guide those campaigns in 2024. Which industry-shaking waves have crashed, and which are just beginning? For every CAO steering a brand through rough waters, you owe it to yourself to tune into the full episode by clicking the link below. Watch Here Listen Here: Spotify Listen Here: Apple The Classifieds Come On Get Happy The end of the year is generally a time for reflection, looking back on what could have been changed, and what could be better. In our industry, that means we see heightened performance on podcasts scratching that itch. Dr. Laurie Santos knows a thing or two about dilemmas associated with happiness, and that’s why she launched The Happiness Lab. This Premiere staple has been an Awards Darling and Chart Topping Iconoclast ever since it premiered on Premiere. The show has a loyal audience favoring science-backed rhetoric as a chosen path along their mental health journey. Topics covered vary significantly, from friendship preservation and life hacks to coalition-building tactics that push for social change. Many of our clients have found success in aligning with the show’s self-improvement messaging. Especially those with a demographic of parents earning a high household income. Don’t worry, be happy, and stay that way by clicking the link below. Get The Deal The Good Life is a Process As those of us who frequently rewatch The Good Place know all too well, the idea of what constitutes a good life is a continuously evolving ideal.  Podcast Host, Author, and Speaker Jonathan Fields wants us to live a fulfilled, good life, and he’s working with Acast to help us do that. Each week Fields interviews a variety of guests to showcase differences in opinion and points of view when it comes to lifelong goals, aspirations, and values. Fields’ recent guest roster reads like a road map for success: Anand Giridharadas, Jonah Berger, Dr. Mariel Buqué, and Cleo Wade to start. One of the most recent episodes covers year-end reflections and bucket list to do’s before 2024. Any advertisers needing to reach an audience composed of self-starting, persevering individuals should take advantage of this high-performing selection. Get good and stay great by clicking below for more information. Get The Deal In Case You Missed It It’s All About the Listener Relationship The podcast industry is experiencing a slowdown amid economic challenges, with major players tightening budgets and being more selective in deals to land big-name celebrities. While the market has seen significant growth, the current economic downturn has led to declines in ad spending, show cancellations, and hiring freezes. The health of the podcast marketplace isn’t contingent on publishers paying megabucks to celebrities anymore. As Georgina Holt from Acast put it: “…Ad effectiveness is not simply just about the size of the star of the show, but the depth of the listener relationship.” Read More The ANA’s Wake-Up Call on Programmatic A study by the ANA finds that only 36 cents of every dollar spent on programmatic advertising effectively reaches consumers. The report suggests marketers should reconsider their approach, focusing on trusted programmatic media sellers, broadening media horizons (e.g., audio), and utilizing private marketplaces. Of course, marketers should invest more in audio. 🙂 Some people in the industry see programmatic as the future of digital audio. Programmatic will certainly become increasingly important. However, it’s essential to ensure that the majority of programmatic audio spending is directed toward effectively reaching consumers. Read More Say Goodbye to Google’s Podcast App Google is discontinuing its dedicated Google Podcasts, shifting focus to a centralized podcast destination on YouTube Music. Google aims to leverage YouTube’s broader audience for podcasts and enhance creators’ tools. The Google Podcasts app will be available until March 2024. We don’t need to talk about the popularity of YouTube as a platform to consume podcasts. Does centralizing podcasts on YouTube Music mean that YouTube will capture more podcast ad spend? Listen to our 2024 predictions podcast in January to hear our perspective. Read More #SaveTheLiveReads The “Approach Shot” Scores As “Pioneers of Performance Audio,” at Oxford Road, the importance of matching clients to shows that will provide the most enriching and enticing advertisements possible for their brand is essential. It takes careful planning of detailed road maps for our clients like the components of Oxford Road’s Audiolytics™ where structure creates the opportunity for excellence. Take the testimonies of John Asthon and Neal Michaels on their podcast The Approach Shot! This dynamic duo is all about analyzing professionals in their field. While entertaining their guest of the week Jeff Cirillo, a former Major League Baseball player, they provide a perfect setup for the unique design of MasterClass. As proponents of lifelong learning, John and Neal are the perfect hosts to substantiate why the MasterClass forum is the best out there today! Both give a detailed demonstration about the individual classes they’re currently taking and how they’ve gained new perspectives from their learnings. As a listener of this advertisement, you’re left with the desire to start a MasterClass yourself and level up to becoming an expert in something new too! Listen Here Contact us for a Consultation  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!

With 2023 almost over, it’s time for the Media Roundtable to look back at the big shifts we’ve seen in the industry. Hosting this week is Oxford Road Founder & CEO, Dan Granger, with special guest, Steven Goldstein, an internationally recognized executive leader in the audio space. Steven is the Founder & CEO of Amplifi Media, an audio innovation firm shaping sound waves since the early days of podcast. Steven’s also behind the top branded podcast in the US, and he’s an NYU professor teaching “The Business of Podcasting”, the first of its kind course at a major university. As we look back on a wild year, we’re going beyond the RSS feed, investigating the end of “dumb money,” and what, if anything, advertisers should do on AM/FM radio. Let’s dig in. “The biggest impediment for radio… is that they want this to be profitable on Tuesday. And it’s not going to be profitable on Tuesday. It’s going to take a couple of years.” – Steven Goldstein of Amplifi Media Bad News/Good News ⚖️ – The audio world mirrored a lot of industries this year and was certainly not immune to layoffs (Spotify just cut another 17% of their workforce). While it’s easy to get swept up in the bad news, there’s still incredible opportunity here, companies are just trying to adjust to take advantage of it–growing too big, then pulling back. What will survive in the post-dumb money era? Look to high-value, high-awareness content, a la the “Grid of Pain“. No Toothpaste Podcasts, Please – This year, it seems every company pondered if they should do a podcast. Sometimes it’s aspirational–maybe they want to connect with their customers, but the relationship isn’t really there yet… and perhaps never will be. (We can just buy your toothpaste–it doesn’t need to be a lifestyle choice.) That said, if you have a niche that’s being underserved, there might be value there! Just don’t bet the farm on it or assume everyone will line up immediately and fall in love with your show. Multi-Platform Mastery – The future is “any audience, anywhere.” Podcasts don’t need to be on just one platform, because podcast apps aren’t binary–72% of listeners use more than one app. Listeners might check in on YouTube but listen elsewhere. Or they might consume a clip on TikTok. In 2023, some of the most successful podcasts were the ones meeting their audience in their preferred media space. Dive in with us and take one last look at audio in 2023 (and get ready for a look ahead to 2024 in January). For full breakdowns of these stories and a whole lot more, tune into the full episode by clicking the link below. Watch Here Listen Here The Classifieds Totally Becoming a Whole New Person With 2024 right around the corner, many podcast hosts are looking to make big changes: Some are hopping networks, others are gaining or losing a co-host, and some have decided to outright change their show names. The two shows in our classifieds this week have done just that. The Know For Sure Podcast was formerly co-hosted by Megan Ashley and B. Simone, but now Ashley is going solo in the new year. The focus will stick to the original show’s roots, continuing to speak on topics related to religious faith, self-improvement, and enlightenment. Ashley will interview a variety of guests to centralize her journey to heal and grow as a person and help her loyal listeners strengthen their resolve to become the best versions of themselves. The old show currently does well for advertisers in the tech space, or who have a female skew consumer base, so we anticipate this new iteration to do equally well. Rebrand yourself as a top-performing advertiser in 2024 by clicking the link below. Get The Deal Time to Get Moody It’s no surprise Liz Moody is retooling the formerly named Healthier Together Podcast. She’s the single entity behind her brand. Independently produced and sold through Digital Brand Architects, The Liz Moody Podcast is a high performer in the Alternative Health genre. Moody is a longtime journalist and author, who likes to find ways to heal her listeners. She interviews well-known researchers, doctors, scientists, and loud voices in the health space. Whether you’re struggling with intense bouts of insomnia, lack of focus in your work, or just looking for the best organic face mask, Moody has you covered. Not only does the show cover physical health, it often addresses interpersonal relationships and the impact of self-discovery, a major theme in 2023. DR brands have found great success in aligning with the show, especially DTC advertisers in the e-commerce space. We can still be healthier together, by seeing below for more details. Get The Deal In Case You Missed It Podcast Palooza: YouTube Dominates In a partner piece published by Adweek, Steve Keller from SXM proposes these keys to sonic success: recognizing the underutilized potential of audio, prioritizing first consideration over last click, emphasizing creative effectiveness and optimization, and championing sonic diversity to resonate across diverse demographics. These resolutions are music to our ears and ones we encourage more marketers to embrace these tenets as we blaze into 2024. Read More It’s Not Music to 1,500 Employees Spotify is laying off 1,500 employees, in a cost-cutting move attributed to economic challenges and rising expenses. This marks Spotify’s third round of layoffs in 2023, following previous cuts in January and June. Despite posting a quarterly profit last quarter, Spotify faced losses in the first nine months of the year. For marketers, it’s important to note the layoffs do not indicate a decline in the growth of digital audio. Rather, they result from investor pressure on Spotify to achieve profitability, and perhaps a bit of over-optimistic hiring in the frenzy of 2022. Read More Podcast CPMs on the Uptick AdvertiseCast reports a 2.5% month-to-month increase in the average CPM rate for podcast ads on its platform between October and November, reaching $22.94 for a 60-second spot. However, the November average CPM was down by 7% compared to the previous year. Interestingly, podcasts with 1,000 to 10,000 downloads had the highest average CPM at $25.03, while shows with over 100,000 downloads had the lowest at $20.69 in November. Lock in those rates while the market is still favorable for buyers. Read More #SaveTheLiveReads The Sweet Sound of Babbel! Hosts Adam Kempenaar and Josh Larsen of the Filmspotting – Movie Reviews podcast just dropped a spot for Babbel that’s sure to stick in your Cabeza. “This is the sound of a correct answer with Babbel”. Babbel’s use of this sound effect across their podcast campaign creates an immediate identifier for their product every time a listener hears it, and these gentlemen can’t stop praising them for it! The two go on to talk about how Babbel is NECESSARY for young learners due to the limitations of schools in America being unable to provide a diverse range of languages. Their almost 6-minute demonstration on how Babbel works, along with substantiation on how it improves learning for both adults and children being positively reinforced by that unmistakable sound of correct answers, makes this ad stand out. This is a phenomenal example of how to persuade listeners to try Babbel without being pushy or salesy. This week’s aircheck is one for Oxford Road Audiolytics™ Hall of Fame, reinforcing just how important it is to utilize content creators with real-life experiences. Listen Here Contact us for a Consultation  OXFORd In The News Navigating Audio Ad Attribution We all love Dan Granger on our podcast, Media Roundtable, but when our Oxford Road Founder & CEO shows up on other people’s podcasts as a guest, we’re all ears too. Last week, Dan joined host David Segura, CEO of Glassbox Media on his podcast, Business of Sound, to discuss the evolving audio advertising landscape. The show’s description says it all; “Gain essential insights into leveraging the power of podcasting in today’s polarized media sphere, the transformation of traditional and digital audio marketing, and how moral responsibility and brand safety are reshaping the industry. This episode is a must-listen for podcast hosts, media executives, and advertising experts,” we’d like to add that CAO’s are welcome to listen too. Read More 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!

This week, we shift focus from our Media Roundtable podcast to another near and dear to our hearts; Ad Infinitum. Yes, the world’s only podcast solely dedicated to audio ads is back with a must-listen episode. Presenting, Ad Infinitum Episode 5 – “Trust Factories, or Illusions of Credibility”. Host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes Richard Shotton, author of “The Choice Factory” and “The Illusion of Choice”. Richard has written extensively on consumer behavior and is a renowned thought leader in the advertising space, applying findings from psychology and behavioral science to help people make better marketing choices. “Don’t think you have to solve these problems yourselves–there’s 130 years of experiments into how to persuade people more effectively.” – Richard Shotton, author of “The Choice Factory” Join Stew and Richard as they try to answer the age-old question, “Why should I trust you?” They also break down top-spending creative from Bank of America, Babbel, Vick’s, and Upside. Getting Precise – Hear the one study that proves why “47%” hits harder than “around 50%.” Lightning-Bugs vs Lightning⚡️– The right word makes all the difference. Audience associations with the words we choose (say Vick’s gummies vs supplements) have a big impact. (h/t to Mark Twain) An Honor Just To Be Nominated – How you show up is part of the message. Your audience knows if you’re spending big on ads and that costly signaling helps your credibility. If you want to understand why some ads just “feel” more trustworthy than others, you absolutely should hear the 7 influential studies in this episode that shape your trust every day (including right now). Listen to the whole episode (and complete lesson #5 of your audio ad masterclass) by clicking below. Watch Here Listen Here The Classifieds Web Redeemer Has Become Podcast Streamer Before Ridiculousness took over MTV indefinitely, internet video lovers could only watch deranged shenanigans via basic cable on Tosh.0. Its eponymous host was Daniel Tosh, a talented comedian, unafraid to say and do out-of-pocket, unprecedented, and scandalous things. Now three years removed from his long-running show, Tosh is bringing his talents to Premiere Networks, with his newly titled simulcast Tosh Show. In its first three episodes, Tosh Show has garnered 2.5 million video views alone. And that’s not due to an impressive slate of guests. Tosh actually prefers talking to people in his own life, and those who simply interest him. This is a great testing option for a variety of reasons; it’s high reach, video inclusion, existing loyal fanbase, and performance in multiple demos, plus it’s already topping the charts. You have more than 20 seconds on the clock to click the link below. Get The Deal Edu-Tainment Takes on Daily News Podcast buying has never included dayparts, but that doesn’t mean it’s not an important thing to consider when testing new shows. Based on the newest trends report from Spotify, commuting drivetime still sees high consumption for audio, and there’s nothing more commuter-friendly than bite-size daily news. Hosts of The Best One Yet, Jack Crivici-Kramer & Nick Martell, want that time to be fun-filled, informative, and internet-focused. The newly acquired 20 minutes daily podcast from Wondery covers top stories in business, often touching on social media, legacy media, company news, and tech. Though the topics are dry, Jack and Nick are anything but—bridging the gap between early morning drivetime radio and the nighttime news. For anyone interested in reaching young professionals and business-focused news consumers, there’s still time to test those Q4 dollars in December. The informative link below is our best one yet. Get The Deal In Case You Missed It Jealous of the Accent? They’re Jealous of Our Podcast Market The US dominates the podcasting ad market, with an estimated $1.8b compared to $60m in the UK, $50m in Canada and Australia, and $2m in New Zealand. For certain, the US market is more mature. The BBC and other non-ad supported offerings are also a factor in commonwealth countries. However, this doesn’t fully explain the large gap in spending. What does this mean for marketers? Well, if you have international ambitions, a less-developed podcast marketplace presents an opportunity to stake a claim for popular podcasts and gain a leg up on your competitors. Get moving mate. Read More Parents are Punks Spotify just released their 2023 Wrapped Report which highlights top trends and ways users engaged with content on Spotify in 2023. Some of the insights; parents are more likely to listen to punk rock or heavy metal, GenZs are into nostalgia, wellness content was up nearly 500%, and first-time podcast advertisers saw significant gains in incremental reach. The report is a quick read and provides valuable insights and information for your audio plans going into 2024. Read More Hear All About It? It’s been a tough year for terrestrial radio with ad spend down almost 4% vs 2022, according to Insider Intelligence | eMarketer estimates. At least there’s better news in, well, news. A recent study from Pew Research reveals a resurgence in AM/FM radio news listenership, reaching pre-pandemic levels at 16%. This is most certainly due to people driving more. In less of a surprise, podcast news listening has also increased (check out The Best One Yet in this week’s classifieds). With 2024 being an election year, expect more news to be consumed across all formats, allowing marketers to reach more consumers in a tried-and-true genre. Read More #SaveTheLiveReads Make Way for Tushy Bidet from Lauren Flans Everyone knows the holiday season brings decadent cuisine and LOTS of sweets for enjoyment. But as Lauren Flans of the Coming Out Pod reminds us, that enjoyment usually lasts right up until the tummy ache starts resulting in many necessary trips to the bathroom. So, make way for the Tushy Bidet! Flans lays out key factors of Oxford Road’s Audiolytics™ components with an ear-catching “SetUp” in a situation experienced universally. Not only does their “Execution” of humor align well with the brand, but it also entices listeners toward a solution — a post holiday feast. One of Flans’ best lines in this sponsorship is “Yall, these people want you to love your Hello Tushy!” This makes listeners feel like Tushy is a company invested in people, which is directly in line with Oxford Road’s Mission Statement: “to grow companies worth fighting for.” This “potty humor” is not something that can be scripted and widely distributed. It comes from an ever-growing relationship between brand and talent. Listen Here Contact us for a Consultation  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!  

Happy Thanksgiving Chief Audio Officers–We’ve got a lot to be thankful for, including an all new episode of Media Roundtable: Industry Edition! Hosting our auditory feast is Oxford Road Founder & CEO, Dan Granger, with fellow Oxford Road celebrants, Jennifer Laine, Spencer Semonson, and Stew Redwine. We’re talking brands and politics, Spotify’s surprising podcast trend report, and the quarter-trillion marketing engine. Pass the stuffing and let’s dig in. Less is More? : Cut 10 words of ad copy and boost performance. That’s what a UK report from Colourtext says, correlating smaller word count in ads with higher creative standout scores, and higher web traffic. For us, file this one under “good tip” instead of “creative silver bullet.” Trim the fat in your ads, for sure, but if they’re already lean, cut too deep and you hit bone. “Ouch!” Comedy is King : Spotify released a new report showing comedy ranks #1 for podcast genres, accounting for 35% of all listening hours. Not testing comedy yet? Could be a good time to start. Comedy’s a smart performance play, due in no small part to how well the format transfers to video, and the intimate long-term relationships comedic hosts build with their audience. Under the Influence ️: Goldman Sachs values the Creator economy at $250B, and expects it to double in 5 years. Influencer marketing is shifting from afterthought to campaign centerpiece with agencies taking notice. Two things to keep in mind. 1. Work with people who care about bottom-of-funnel metrics to prove out ROI. 2. Invest in longer term relationships. The difference between one-off collabs and ongoing partnerships (like in podcasts) is huge. For full servings of these stories and all the sides, dive into the full episode by clicking the link below. Watch Here Listen Here The Classifieds Parents Are Thankful for Kids Stories This Week As many of us embark on long Thanksgiving car rides with little ones in tow, we’re often looking for ways to entertain them through the magic of audio. From the fine folks at Headgum comes Short Stories for Kids, a succinct daily fiction podcast narrated by the indomitable Lucy. Those looking for magical, fantastical, and fun content for their kids need to look no further. Episodes often include wizards, dragons, royalty, and a myriad of wondrous creatures. Though fiction is an oft-maligned genre, content targeting a younger audience often finds success with parents, whose listening ears are piqued via the pre-roll slot. Our clients looking to find forward-thinking entrepreneurial audiences have often seen high performance from testing this, and other like-minded fare. Load up the car, get the kiddos situated, and drive on over to the link below for more information. Get The Deal It Came Without Ribbons, It Came Without Tags Though this week is meant for gobbling turkey and counting our blessings, many are already looking forward to the true Christmas Season. For those itching to bust out the tinsel and mistletoe, we have the podcast for you… Wondery has just premiered ‘Tis The Grinch Holiday Podcast, hosted by The Grinch himself, in a talk show debut high atop Mt. Crumpit. Though the voice is anything but real (SNL’s James Austin Johnson), the guests include all your favorite celebrities; Meghan Trainor, Bob Odenkirk, and Shawn Johnson. For Seuss loving kids, this is comedy gold and a treat for parents looking for more classic family content. This, like many Wondery podcasts, has a presenting sponsor for the season, but more opportunities like this one will be available in the New Year. Hopefully, you can fit it into your packed schedule, because you can’t cancel this again. Get The Deal In Case You Missed It Think Before Leaping Into The Political Pond The 2024 presidential election prompts brands to reconsider their political involvement. Morning Consult’s Election Playbook reveals that 53% of American adults prefer that corporations avoid political/cultural issues, down from 61% in 2019. While the majority of Americans say brands should stay out of politics, that changes a bit with the younger demo. Either way, tools are already available that measure the level of hate and hostility in podcast, providing marketers with data needed to distance themselves from conversations that are bitter and divisive, to instead choose shows that are more civil in their discourse. Look before you leap–we can help. Read More Is Brand Safety Safe? A recent article from Digiday explores the pros and cons of Brand Safety. The debate over whether advertisers should support news publishers persists, and with an economic downturn and in an election year, concern will undoubtedly grow. Yes, pulling out of potentially “unsafe” platforms can mitigate brand safety concerns, but there is a cost. Outlets that are considered “safe” are hit with increased costs and less inventory, “unsafe outlets” are hit with decreased revenue and layoffs. The good news is, we have a brand safety playbook to help you play this endless game of Whack-A-Mole with more precision. If you’d like to take a peek, email us HERE. Read More AdAge Reveals The Secret to Untapped Revenue Who wouldn’t like their share of $6 billion in revenue? A recent AdAge article shares how; it’s all about tapping into the power of Audio. The article advises brands to leverage “total audio,” combining terrestrial radio, digital audio, and podcast for optimal ad spend. It cites that the national brands missed $6 billion in revenue by underutilizing the medium. Advertisers see a 1.5x return on investment when bundling radio with digital streaming and podcasts. Some of the fastest-growing modern brands successfully use a superfecta of audio tools, including podcasts, terrestrial, satellite, and streaming. Brands who are only thinking of one channel type are likely missing out on new customers with other channels. Neustar reviewed three years of media investments across Fortune 100 companies and reported that some industries are underinvested in audio by 12%, some by 25%, and some by even more. When brands level up their audio investment, it helps generate a significant boost in revenue. Read More #SaveTheLiveReads ThatChickAngel Is So Thankful for Indeed! Here’s The Thing… It’s difficult to find hosts who have previous experience with a product before being approached about a sponsorship, which is why we do onboarding calls with hosts before launch. But thanks to Oxford Road’s diligent and skilled media buyers, we found the perfect duo for a recent addition to the Indeed campaign. Hosts @ThatChickAngel (Angel Laketa Moore) and @KevOnStage (Kevin Fredericks) of Here’s The Thing, provide Substantiation for finding their dream team candidates. The layout of Oxford Road’s Audiolytics™ components provided a great Setup for what Angel needed, and then followed with a Demonstration of being matched with 40 of the best candidates who fit the requirements perfectly! Not to mention, Angel has amazing energy and power, ensuring what she has to say is heard, trusted, and backed up with equal enthusiasm from her cohost. It’s safe to say that Angel “couldn’t have done it without Indeed” and listeners are left feeling confident they can too. Listen Here Contact us for a Consultation  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!

We’re back with an all new episode of Media Roundtable: Industry Edition! Back on the host microphone is Oxford Road Founder & CEO, Dan Granger. Joining him are fellow Oxford Road luminaries, Neal Lucey, Julia Palermo, and Kyle Jelinek. We’re talking big brand bucks, Bill Gates’s new AI podcast picker, podcasting from behind bars, and streaming audio–the quiet juggernaut. Let’s dig in. The Land of Brands : A new IAB report says 61% of podcast spend now comes from brand advertisers. Partial credit goes to the massive increase in brand safety and suitability tools (now used by ~2/3rds of publishers). Are advertisers supporting a new influx of brand-worthy shows? Love to see it. But we hope the industry doesn’t shift too far away from the performance side. At the end of the day, all the ads still need to work. Bill Picks Pix ✅: Discoverability isn’t always a Podcast’s strong suit, but that might change with Pix, a free personalized AI-powered recommendation tool from Likewise (backed by Bill Gates). Hard to say if this is a game changer or a nice occasional tool for cutting down decision paralysis, but it works for Podcasts, books, movies, and TV. Streaming FTW : Streaming audio doesn’t always get the buzzy headlines like Podcast, but it’s been growing steadily as radio’s continued to decline. A new Edison/Amazon Ads study shows that 3/4 of US Adults have recently listened to streaming (a 74% increase over the past decade). Plus, it’s a huge advertising opportunity reaching 78% of monthly listeners with ad-supported content. For full breakdowns of these stories and a whole lot more, tune into the full episode by clicking the link below. Watch Here Listen Here The Classifieds Those Who Can Save, Teach This week we’re highlighting two recent agency top performers still open to test your Q4 dollars. Our first high performer is hosted by the well-known and highly regarded Personal Finance Advisor Ramit Sethi and is sold through the 3050. Sethi gained recognition from his Netflix show How to Get Rich and he’s been amassing DR advertising partners ever since. Though his main forte is saving people beaucoup bucks (something we all need more help with) his content touches on relationships, self-improvement, and mental health. His approach is deeply empathetic and yet solution-based, blending two media genres that don’t often cross paths. Though we generally recommend these types of programs to B2B advertisers solely, it’s also a great option to reach lifelong learners. Give a man a podcast test, he’ll see performance for a quarter. Teach a man to properly build a podcast buy and he’ll click the link below. Get The Deal Working For and On the Weekend Meidas Touch has steadily grown its political network in 2023, thanks to a long-term strategy centered around frequent publishing and video integrations. If you’re looking for a long-term option that publishes weekly, with intense discussions on trending topics, look no further than The Weekend Show, hosted by Anthony Davis. Each week, a single pundit, politician, Beltway insider, or commentator is given the floor to dissect a complex issue that exists within the American political sphere. Recent guests have included Cyber Security Expert Jackie Singh, The Atlantic’s David Frum, and political historian Heather Cox Richardson. Though extremely specific with narrative choices, the speakers often cite historical and contextual information, narrowing the scope of conversation and keeping the content fairly civil. Though left-leaning in nature, clients of all political skew have found success in Meidas’ offerings, including in this case. There’s no red tape to cut through, just the link below for more information. Get The Deal In Case You Missed It Stop the Music? The Spoken Word Audio Report 2023, released by NPR and Edison Research, reveals record highs in spoken word audio listening time and audience size in the US. Nearly 135 million people ages 13+ (48%) listen to spoken word audio daily. Listening at home has significantly increased, accounting for 60% of total daily spoken word audio listening time. Podcasts now represent 36% of spoken word audio consumption. Mobile devices are the primary listening method for spoken word audio. Good news for performance marketers — the majority of spoken word content is consumed at home or at work, where it’s easier for consumers to take immediate action. Read More What’s Your Listening Type? A study by Signal Hill Insights and Triton Digital examines the connection between podcast listeners’ preferences and their listening habits. Their research identifies four types of listeners; Heavy Listeners (defined in this study as listening to more than five hours per week), Sports Podcast Listeners, Music Podcast Listeners, New Podcast Listeners (across all categories). The study highlights how podcast audiences are engaged with specific consumer verticals, offering advertising opportunities for brands targeting these segments. For example, heavy listeners who like fast food (63%), are more likely to see a theater movie at least monthly (31%), and also more likely to work out in a gym at least monthly (24%). This kind of knowledge can help improve psychographic targeting and messaging for a brand. Read More Repeat After Us: We’re NOT the Consumer If you’re a podcast advertiser, it may be time to loosen your restrictions a bit. In a recent study on brand safety and suitability in podcasts, common marketing assumptions were challenged. True crime and controversial podcast topics were viewed positively by listeners, providing advertisers with opportunities to connect with engaged audiences. Controversial topics also had little impact on brand purchases. Recognizing the research was commissioned by Audacy, it does highlight differences between consumers and marketers in how they perceive and view content. True crime podcasts are a good example of a massively popular genre among consumers, but it’s also where some marketers are cautious about placing advertising. If you’re concerned about brand safety in your podcast campaigns, Oxford Road has tools to help you expand your reach without putting your brand at greater risk. Read More #SaveTheLiveReads “Hey Babe!” Hits It Out of the Park for quip! “Hey Babe!” Haven’t you heard? You gotta take listen to Chris Distefano and Impractical Joker’s Sal Vulcano talk about quip. Sal kicks things off with a great setup, saying his clunky old toothbrush at home is now out of the picture as quip’s electric toothbrush provides “a massage for my teeth!” With mints, gum, top-notch toothpaste, and a perfect travel-size quip toothbrush, Chris and Sal break down all the amazing features and how they’re both using them in their daily routines (Audiolytics™ key component #4 Demonstration)! It’s a win when one host raves about a product, but to have two hosts who both use and rave about it is a home run meant for Yankee Stadium! Listen Here Contact us for a Consultation  OXFORd In The News Praise for Podcast’s Only Show Focused on Audio Ads This week we’re sharing two stories of Oxford Road making our way into the news. Both of them are connected to our wickedly talented VP of Creative Services, Stew Redwine. The first is actually an unsolicited review from a Senior Project manager at Uber on Stew’s audio-focused podcast project, Ad Infinitum. The review says Stew’s podcast is; “a great education for everyone in the audio space!” Whether you personally manage the creative side of your audio campaigns or not, this show should be part of your weekly podcast diet. Read More Funny How? Funny Like I’m a Clown? Our next story is from a recent interview Stew Redwine had with the advertising and marketing publication Little Black Book, about the use of humor in advertising. Stew and a group of other creatives discuss a recent TV commercial they produced for Blinds.com, and why they decided to take a comedic approach. Stew says the reason is simple; “humor is powerful – it elevates a message by increasing its ability to persuade, in a very delightful way.” But it’s not for the faint of heart. Integrating humor into your creative can be tricky, but with professionals like those involved here, it can dramatically impact your message in a way that doesn’t distract from your core messaging. If you’d like to up your “funny”, reach out to Oxford Road for a creative jam session by clicking here. Read More 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!

Calling all Chief Audio Officers–it’s time for another all new episode of the Media Roundtable: Special Edition! To give you the tools to ask the right questions, we’re bringing you a deep dive into an issue that has plagued the industry since its inception – “What is a Download?” And we couldn’t ask for a better group of guides on this journey. Making his hosting debut is longtime guest, Oxford Road EVP of Strategy & Insights, Giles Martin. Joining him are fellow Oxford Road luminary and VP of Media Operations, Miranda Romano, along with special guests Bryan Barletta, Partner and Founder at Sounds Profitable, and Pete Birsinger, CEO & Founder of Podscribe. The question of “What is a Download?” is a surprisingly tricky one. Our industry leaders have worked hard to ensure our podcast compasses are pointing north (or as close to it as possible). This is the story of how they did it and what’s next for CAOs navigating with these same tools. Download Schmownload? – Having the common language of downloads–what counts and what doesn’t, are key infrastructure investments in the industry. If podcasting were the “wild west”, having standards on accurately measuring listening intent across all publishers would be the road that makes commerce possible. Get a crash course to understand the work that leaders like Bryan and Pete have already put in to make it happen. The Data Tells The Story – What do you do when you start seeing discrepancies in data that you can’t ignore? That’s the situation Pete found himself in, looking over download data that enabled a coalition of podcasting experts to find an automatic download issue from Apple that was skewing the numbers. Any CAOs who’ve had to risk being wrong can surely relate. What to do? First steps: explore alternative explanations and collaborate with outside experts. The Long Tail ⏳- Apple has fixed the auto download issue in iOS 17, but because adoption of iOS 17 is slower than expected, how long will it be until we get to a more realistic download count? And how should podcasters and advertisers handle ad buys while we wait for a better source of truth? The answer to the “What is a Download” question is still not definitive, but thanks to the panel on today’s episode, we’re closer than ever before. To add “Podcast Download Savvy” to your CAO’s toolbox, check out the full episode by clicking the link below. Watch Here Listen Here The Classifieds OG Hitmaker Plays a New Tune Audio has an impressive superpower that video can’t touch: the ability to connect unreachable figures with an active audience. You’ll find artists like Suge Knight, who’s been incarcerated since March and faces a decades-long sentence. Knight was the original founder of Death Row Records and a seminal figure in many formative moments of 90s music history. Dave Mays, co-founder of podcast network Breakbeat Media, and a highly influential voice in the hip-hop community, is hosting this new venture. Mays will connect Suge via collect calls to other hip-hop mavericks to discuss long unanswered questions while he’s behind bars. Though well known for his domineering and larger than life personality, Knight’s conversations are intimate, honest, and very down to earth. The show is already getting a lot of media buzz and it’s still available for sponsorship in Q4 and beyond. Prove yourself to be a CAO MC by clicking the link below. Get The Deal one-sided Verbal Sparring Becomes Sports Centric We’ve all done it: you’re listening to one of your favorite audio personalities and you begin having a one-sided argument with them. Another beautiful facet of audio is… they can often talk back in real time. Podcast host Rico Bosco is doing just that. New from Barstool Sports comes Healthy Debate, a live video and simulcast audio show that airs weekly with call-ins from loyal listeners. Bosco will debate anything, from Super Bowl contenders to pop culture and even overrated Italian food, an essentially dicey move. Bosco is already the host of Barstool Pick Em and Barstool Bench Mob, which are younger skewing male targeted sports and comedy shows under the Barstool umbrella. While not the most brand safe or suitable option out there, its bold subject matter makes for a great listen for those interested in connecting with the show’s key demo. Start a two-sided conversation with us by using the link below. Get The Deal In Case You Missed It Take a Listen, it’s In a Book… A Listening Rainbow Spotify’s inclusion of audiobooks in its subscription service, available for Premium subscribers in the UK and Australia, with a US rollout planned, marks a significant development in the audiobook industry. It provides access to over 150,000 titles and aims to introduce a vast audience to audiobooks. As part of Spotify’s subscription service, audiobooks will most likely be ad-free. However, this is a space for marketers to watch should audiobooks make their way to Spotify’s ad-supported offering. According to Edison Research, an estimated 100 million people listened to audiobooks last year. Read More The YouTube Killer? Premium podcast network, Wondery, is launching three new free ad-supported (FAST) channels on Amazon Freevee, marking the first podcast video channels on the platform. These channels feature over 20 of the most popular Wondery series in the areas of True Crime, Sports, Entertainment, and Pop Culture. Video in podcasting is a growing trend, with the popularity of YouTube and Spotify expanding into this space. Now, with Wondery entering the realm of video podcasting, it’s essential to remember that podcast listening often happens on the go, underscoring the importance of also considering the audio only experience. Read More Better Late Than Never IAB released the second part of their 2023 revenue report. The report reveals a significant shift toward brand advertising, which now accounts for 61% of podcast ad spend. Additionally, usage of brand safety and suitability solutions has nearly doubled since last year, with 69% of publishers using brand safety solutions and 62% using brand suitability solutions. As always, Pierre Bouvard at Westwood One does a nice job of delving into the potential implications of more brand advertisers adopting podcasting – a topic near and dear to our hearts (as it should be for all performance marketers). We’ll share our take on the IAB research during next week’s Media Roundtable podcast. Stay tuned. Read More #SaveTheLiveReads Tommy John’s Duck Call Have you ever heard an advertisement for a brand and felt so captivated by a recommendation that you had to take action right away?! Well, that’s the kind of impact being made by Si Robertson and his band of duck hunting misfits at the Duck Call Room podcast. These men have banter, they have wit and a unanimous recommendation for Tommy John. The substantiation the team provides as well as one of the best personal testimonials on record, creates an invaluable trust between the hosts, audience, and brand. Combine these key Audiolytics™ components (substantiation and personal endorsement) with a truly unique execution of humor only found within the hallowed walls of the Duck Call Room, you get a near perfect read that’s performing finer than a frog’s hair. Listen Here Contact us for a Consultation  OXFORd In The News Hey Joe, Where You Goin’? Joe Rogan’s landmark, 9-figure deal with Spotify is ending in 2024 and everyone wants to know what will happen next. In a recent article, Hot Pod’s Ariel Shapiro explores Rogan’s next move as a thought exercise and discusses reasons why Joe would stay, or much to Spotify’s chagrin, take “The Experience” elsewhere. Oxford Road Founder & CEO, Dan Granger was interviewed by Ariel on the subject and provides historical context that’ll be music to Daniel Ek’s ears; “Rush Limbaugh stayed with Premiere Networks. Howard Stern has stayed with SiriusXM. And you better believe they had a lot of, you know, opportunities to leave, but the house figured out how to keep them.” Time will ultimately tell, but The Influencer thinks Joe ain’t goin’ anywhere. Read More 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!

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. Listen Here Contact us for a Consultation  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!

Hello Chief Audio Officers, it’s time for another all new episode of the Media Roundtable: Industry Edition! Back on the lead microphone is fearless host Jennifer Laine. Joining her are fellow Oxford Road luminaries, Kyle Jelinek, Steven Abraham, and Stew Redwine. We’re talking podcast merch straight from Spotify, sports fans in audio, and AI shenanigans. Let’s dig in. In Pod We Trust : A new Acast study shows that podcasters are now the most trusted media personalities, with half the podcast listeners saying they trust podcasts more than any other type of media channels. Spotify & Shopify? Sounds Like : Spotify is rolling out a custom merch store for podcasts (shoutout to Oxford Road client Shopify for powering it all). What does it mean for marketers? Well integrated revenue for shows might mean hosts aren’t as reliant on ad sales, so fewer discounts during lean times. At the same time, this builds a more sustainable business for podcasters and ensures they endorse products influencers truly believe in. We’re optimistic. Virtual Fools, Real Learnings : When Stew Redwine’s not hosting Ad Infinitum, produced by Oxford Road Creative Services Producer Caitlyn Spring, he’s teaming up with our Creative & Financial Services Administrator Morgan Gonsoski to create Virtual Fools—the first podcast named, written, and hosted purely by AI. Virtual Fools is created utilizing Descript, ChatGPT, WellSaid Labs, and more. It’s a great testing ground for what AI tools can and can’t do well. For a creepy and compelling hike through this uncanny valley, we recommend the true crime episode. For full breakdowns of these stories and a whole lot more, tune into the full episode by clicking here. The Classifieds  Paging Doctor Death! Hitmaker Wondery will be going back to the well this January with season four of the groundbreaking limited series Dr. Death. Past seasons of this true crime series included tales of malpractice, misappropriation, patient neglect, and even… murder. Host Laura Beil returns to narrate and investigate another flimflam medical professional revealing their most errant scams. Since its release in 2018, the show has been adapted into a 2021 Peacock original, about to release a second season. Wondery shows have always been perfect testing grounds for those interested in high-reach opportunities that speak to an engaged, female skew with high household income. Dr. Death will run 6x episodes and sponsorship is still available. No need for that apple a day, to keep the doctor far away. Click the link below for a full diagnosis. Get The Deal Outwit, Outplay, Outlast Light the torches and assemble for tribal council: Survivor is back. And its newest podcast companion is the perfect listen along for season 45, which premiered in September. Though much of the show is hosted by Survivor: Edge of Extinction castaway Rick Devens and producer Jay Wolff, host and showrunner Jeff Probst often stops by to give his unmitigated and unfiltered observations on the current contestants. Though we’re 23 years deep into this franchise, the strategy, gameplay, and exacting revenge never gets old for lifelong diehard fans. The official podcast version is also produced by the parent company CBS. Ads are sold by radio giant Crossover Media, making the cross promotion seamless between the two entities. Last season the show scored high on the After Shows charts, and it’s performed well for B2B brands historically. Don’t continue Ulonging in Q4, see below for your own immunity idol. Get The Deal In Case You Missed It What is a Download? In an article titled “Apple Considers Selling Podcast Ads on Original Shows”, Ashley Carman explains the change Apple made with regard to automatic podcast downloads. With the release of iOS 17, Apple will no longer automatically download unplayed back episodes when listeners leave and then later return to shows. The change could reduce some shows’ expected downloads by 10-15%. While the decrease may seem alarming, it’s a positive change that will reduce repeated ad exposures in back episodes. Stay tuned for an upcoming episode of The Media Roundtable, where we will delve deeper into this topic. Read More Podcast Listeners Trust Their Hosts A new study by Acast reveals that podcasts are highly trusted among US consumers. 64% of podcast listeners actively seek out podcasters and make time for their content, outperforming other media personalities. At a time when trust in US media is low, podcasters are emerging as trusted figures. Half of podcast listeners trust podcasters the most, with YouTubers as the second most trusted. Podcasts also excel in product endorsements, with 75% of listeners considering podcaster recommendations. Importantly, listeners find podcast endorsements to be satisfying and of high quality. Trust is hard to come by in advertising, so consider the value of reaching consumers in an environment they do trust. Read More We Like Sportz According to a study conducted by Crowd React Media, 63% of sports enthusiasts actively engage with radio and podcasts, underscoring the importance of audio content in fostering sports communities. The enduring appeal of sports radio on AM persists, and notable podcasts like “New Heights” (with an assist from Taylor Swift), “The Ringer,” and more demonstrate the avid listenership of sports fans. To connect with this passionate audience, incorporating audio content into your marketing strategy is essential. Read More #SaveTheLiveReads Shopify Just Like Magic! ‘CHA CHING‘ Popping into the spotlight with a magical advertisement this week is Hala Taha on her podcast Young and Profiting with Hala Taha. As an empowering female entrepreneur who brings only the best self help advice to her listeners, Hala talks about her personal experience launching her online courses on Shopify. She’s exactly the type of host aspiring entrepreneurs (especially female entrepreneurs) need to hear from. She’s been in their shoes and knows how to share her story. A long time partner with Oxford Road, Hala absolutely nails two of the main Audiolytics™ components of substantiation and demonstration by sharing her real life experience of how Shopify provided everything she needed to set up shop. It’s no wonder Shopify and other advertisers seek out deeper partnerships with hosts as dedicated as Hala. Listen Here Contact us for a Consultation  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!

This week, we’re back with an all new episode of Media Roundtable: Industry Edition! Commandeering the host microphone for the first time with authority is Oxford Road Media Buyer and self described “all around menace” Spencer Semonson. Joining her are fellow Oxford Road experts, Neal Lucey, Julia Palermo, and Stew Redwine, along with our preeminent radio futurologist, James Cridland (Podnews, Podcast Business Journal). We’re talking ad skipping, a strategy turnaround for a major podcast producer, and how to use holiday creative to make spirits (and ROI) bright. Let’s dig in. YouTube Hits Play (and Skip) : YouTube is rolling out RSS ingestion this week to take a bigger slice of the podcast pie. The catch? No ads allowed. So, if it’s baked in, it’s not allowed, and if you want to buy ads on YouTube, you still have to go through Google. TBD how it all shakes out. “UK Skippers–” ⏩: Nearly half of UK listeners skip ads, according to a YouGov survey. While ad tolerance may vary across the pond (the US is more used to audio ads), we have a tip from the panelists. Our consensus is to buy mid-rolls over pre-roll because skipping an ad when you’ve just pressed play and your device is still at your fingertips is much easier. By the time mid-rolls come along, taking your phone out of your pocket again to skip an ad is less likely to happen. Podcast Is Good, But Needs Mayhem : Industry milestone unlocked podcasting is now featured in a pitch-perfect ad from Allstate. Not a bad fringe indicator of Podcasting’s rising star as it shapes the cultural conversation. We eagerly await the unlikely sequel where the podcast enthusiast talks to Mayhem and recommends Ad Infinitum. For full breakdowns of these stories and a whole lot more, tune into the full episode by clicking HERE. The Classifieds  Real Housewife Gets a Podcast Rebrand Caroline Stanbury knows a lot about reinvention: she’s done it many times. Her newest revelatory change came with the updated title of her well-known podcast Divorced, Not Dead. Now past 40, and remarried to the love of her life, the former Real Housewife of Dubai star reemerges uncut and uncensored. Besides her credits on a well known reality show franchise, Stanbury is a fashion designer, mother of three, and entrepreneur who likes to revel in honest conversations and strives to be bold and brazen with her podcast guests. Conversations creep into both personal and professionally valuable territory, blending subjects that often can’t be meshed in podcasting. Not only is this a great option for B2B clients to reach an engaged, attentive, highly motivated audience, each episode also provides an emotional release, making it worthwhile in the self improvement genre. Cut to the chase by clicking the link below. Get The Deal Young at Heart and Young in Psyche The pandemic broadened deep divides in our country, and the psychic toll of that era has tremendously affected young people. Most are turning to TikTok and podcasts to find a source of truth, and to connect to the world around them. This notable chart topper has been a welcome inclusion in the mental health category for many months and was recently picked up by Premiere for ad sales. The show specifically speaks to people in their 20s, a group often facing transitory and confusing situations, shifting their mindsets forever. Host, Mental Health Advocate, Psychology Grad Jemma Sbeg wants to make it easier and less stigmatizing to deal with uncertainties in the real world. She provides an open ear and a vacant couch for her listeners. While the show hasn’t yet worked with a long list of DR advertisers, anyone looking to reach lifelong learners interested in health & fitness would be the perfect candidate for a test. Gain peace of mind by getting a piece of the action via the link below. Get The Deal In Case You Missed It WYNC Now “Radio First” Below is our take on other news topics discussed on this week’s podcast. First, NPR’s largest member station, WNYC, is shifting its strategy from standalone podcasts to a broadcast-to-podcast approach. The purpose is to focus on shows that reach both traditional radio and online audiences. The change was prompted by the belief that radio still has more extensive reach than podcasts. However, this move has left WNYC’s podcast division facing uncertainty, with concerns about having a clear execution plan and the imminent cancellation of some popular podcasts like “Death, Sex & Money.” It will be interesting to observe how this strategy evolves as listenership continues to gravitate toward digital audio. That said, it’s important to acknowledge the current advantages of linear radio in terms of reach and time spent listening. In this context, the shift to a broadcast-to-podcast strategy appears sensible, particularly when resources for content production are constrained. Read More YouTube Surpasses Netflix for Teens Parents of teenagers have known this all along, but according to a recent survey conducted by investment bank Piper Sandler, teens in the US spend more time watching videos on YouTube than on Netflix. This data underscores the increasing competitiveness in the streaming industry and underscores YouTube’s position as a free online video provider, particularly among the younger demographic. The cost of YouTube is often dismissed as non-essential when planning for podcasts and simulcasts, but it’s obvious from these reports and similar ones that you should really secure a presence among this demographic, as they move away from legacy media. Whether a consequence of the strike or the simple reality of young consumers, we need to take notice. Read More IAB’s Podcast Buyer Checklist is a Nice Start The checklist blends research in support of podcasts with principles of media planning and buying, incorporating specific insights tailored to the nuances of podcasting. This is a good reference for marketers if they want to know what goes into the process of selling and buying podcast inventory. But as our guests on this week’s podcast pointed out, if you really, truly want to know everything that goes into podcast planning, Spencer Semonson has your definitive guide. Read More #SaveTheLiveReads Pete and Sebastian Demand Thank You From MasterClass There’s nothing quite like a quirky set of podcast hosts who can toot their own horn without losing their charm. Pete Correale and Sebastian Maniscalco of The Pete and Sebastian Show are SO CONFIDENT about their personal experience with MasterClass, that they declare that if their ad doesn’t bring “twenty million dollars in revenue for MasterClass, something’s wrong.” While we won’t actually hold them to their hyperbolic claim, where else can you find hosts with this much moxie? Oxford Road’s mission is “to grow companies worth fighting for” which includes selecting promoters with that same fighting spirit. Snagging Pete and Sebastian is like getting the heavyweight champion of the world into your ring, duking it out on your behalf! Listen Here Contact us for a Consultation  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!

“Don’t make podcast ‘radio.’” – Dan Granger, Oxford Road CEO & Founder This week on the Media Roundtable: Special Edition, we present a rebroadcast of Oxford Road CEO Dan Granger‘s address from Podcast Movement 2023, “A Decade of Defiance,” with participation from Oxford Road founding team members, Gary Brown and Miranda Romano. For the full effect, we highly recommend checking out the video version on YouTube–there are some great visuals along the way you won’t want to miss. This may be the most important message we’ve put out to the market to date. The talk offers insights gathered from hard-won experience and Oxford Road’s first ever Chief Audio Officer Summit held earlier this year. We’re tracing Podcasting’s disruptive origins while taking today’s new challenges (from Brand Safety to AI) as an opportunity to disrupt ourselves again. Because if we don’t, we risk turning Podcasts into “Radio 2.0.” Let’s dig in. Brokering Trust – “Not everything that is artificial belongs in an authentic medium like audio,” says Dan. Podcasting is an industry built on trust– an intimate connection from host to audience, sharing what’s important to them.  What guidelines can we use with programmatic and synth voices to improve the inefficient, genuine connections that make audio special, without destroying it? Responsible, Not Restricted – One of the best things about podcasts? They give space to voices and communities that didn’t exist in radio. The goal isn’t to create unnecessary restrictions on what people can say but to accurately label who’s being responsible with their platforms. Tools like Seekr’s Civility Score give advertisers an “audio nutrition label” for better transparency about who they’re supporting. Giving Podcast Its Fair Share ️ – “Podcasting will never capture its full share of media allocation without third party verification,” says Miranda Romano (VP Media Operations, Oxford Road). This, along with listen-through rates and placement transparency, are the pillars of clear measurement standards that will help grow the industry past $2B. If you were at Podcast Movement in August, this is a perfect opportunity to watch our presentation again, without a negroni induced hangover. If you missed this year’s event, for the full effect, work on getting a negroni hangover, and to digest all the industry insights distilled from a “decade of defiance” in the audio advertising industry. Listen Here The Classifieds Beauty Queen’s Story Gets Royal Treatment From the true crime behemoth, Dateline, comes Murder in Apartment 12, the new limited series telling the fascinating true story of a small town in crisis, and the murder that shook residents to the core. The show is intricately produced and well researched, featuring interviews with key witnesses and experts. The story is full of twists and turns, false starts, baffling courtroom drama, and plenty of intrigue to keep listeners hooked. This Midroll true crime series has been climbing the charts and staying steady throughout October, bringing in a high level of impressions and an admirable amount of reach. For anyone interested in tune-in opportunities with a female skew audience, look no further than this Keith Morrison hosted offering. We suspect you need a motive to test Q4 dollars, so get a clue and click below. Get The Deal Podcast Mic Records the Call of the Wild  The newest addition to the Backyard Ventures network brings The Wild Times Podcast the adventure and excitement of the great outdoors to your ears. Hosted by outdoorsman Forrest Galante with co-hosts Patrick DeLuca and Peter Fitzer, this simulcast option covers a wide array of topics focused on conservation, animal science, and environmental science. Of course, they often divert onto random tangents, which add a friendly level of comedy and camaraderie, making for both an educational and easy listening experience. Lovers of Galante’s work discovering eight formerly thought extinct animals, and appearing on Discovery shows are the key demo for this opportunity. This podcast currently has a loyal fanbase, featuring lifelong learners who skew heavily male. It’s more wise than wild to test this podcast and to do so, simply click the link below. Get The Deal In Case You Missed It The Dubya B & Acast Strike Deal This week in; “of course they did”, Acast announced an exclusive partnership with Warner Bros. Discovery to distribute and monetize select cable network brand podcasts, including; Food Network, TLC, HGTV, Animal Planet, Discovery Channel, and the Travel Channel. Acast has successfully handled Investigation Discovery content since 2020, including many true crime hits. Acast’s collaboration with WB Discovery offers the potential to engage new audiences through content from high affinity cable networks, with brandsafe content that advertisers are seeking… Just make sure you’re with a measurement partner that can measure Acast placements. Read More YouTube’s Music App Sets Pods to Auto Mode YouTube Music has introduced auto downloading for podcasts, aligning with Google’s push to expand its podcast presence on the platform. Users can now enable auto download to have current podcast episodes stored offline. Although there’s no auto delete feature, it’s expected to be added soon. According to the article, Google plans to migrate “Google Podcasts” users to YouTube Music, shifting its focus toward growing the audience on YouTube. YouTube is already one of the most popular platforms for consuming podcast content. The auto download feature now makes it even easier for consumers to get their Podcast content via YouTube. Read More Forget the Pumpkin Spice – It’s Candy Cane Time We know you don’t want to think about the holidays until the turkey leftovers are put away, but there’s a reason to get jolly now! As reported in Radio Ink, a recent festive study by Veritonic found that 76% of US respondents who regularly listen to podcasts and streaming audio expect holiday themed ads now. Of the categories surveyed, the top three subjects respondents want to hear ads for are beauty, health & fitness, and travel & local amusements. 63% of respondents say during the end-of-year, the majority of podcast and streaming audio listening will be holiday themed episodes and/or playlists. More than half of respondents mentioned they tune into podcast ads for gift ideas. They are even more receptive when these ads include holiday music and soundscapes. So, while it may seem cliché and a bit cringe, if it’s effective, it’s effective. Read More #SaveTheLiveReads You Down with OKOP? Sit back and relax, OKURRR, as we talk about the awesome hosts of OKOP with Sam and John. In their recent ad for Zocdoc, Sam and John show they know how to make an audience pay attention. With some Cardi B flare and groovy background music, the hosts nail many of the Audiolytics main components. They smashed the areas of demonstration and substantiation by talking about how difficult it was to get an orthodontist before using the Zocdoc app. And then BAM… the golden buzzer, finding one in 15 seconds on Zocdoc! But the unsung hero of this read is in the countless hours behind the scenes, crafting an ad that sounds like it’s “off the cuff”, and onboarding the hosts so they can talk about their experience like they were talking to a friend. Listen Here Contact us for a Consultation  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!

Today’s your lucky day! We’re back with a double dose of audio insights! First, we’re rounding up the news you may have missed on an all new episode of Media Roundtable. Taking the host microphone for a spin is MRT fan-favorite and Oxford Road Associate Media Director Kristen Duenas, along with fellow Oxford Roadies, Neal Lucey, Ricardo Martinez, and Spencer Semonson. We’re talking AI translation, some good news for radio, top Brit Pods, and the immense Hispanic podcast audience. Let’s dig in. Podcasts Speak Your Language : Spotify’s AI Voice Translation means your favorite podcasts may soon talk to you in your mother tongue. (h/t Podnews) The feature doesn’t merely translate; it keeps the essence of the podcaster’s voice intact. Pros: Using AI to bridge language gaps and make global podcasts more accessible. Cons: YMMV. On Armchair Expert, Dax’s accent was a lot better than Kristen’s. Radio Strikes Back  : TV’s loss the audio world’s gain? Production delays from the longstanding Writers/Actors Strike still have viewers turning down the TV volume, and amplifying audio from podcasts and radio. The content void in fall TV programming is a golden opportunity for podcasts. Marketers, this might be your cue to shift focus and test the waters, but it may be a case of leading the witness. The Taylor Effect  : All Hail Queen T Swift? Travis Kelce’s podcast (co-hosted with brother Jason) “New Heights” is reaching just that, thanks to an influx of Swifties. Advertisers always keep an ear to the ground– current events can trigger unexpected gains. In short, make sure you’re ready. For full breakdowns of these stories and a whole lot more, tune into the full episode by clicking the link here. Plus, for an embarrassment of riches, we present Ad Infinitum Episode 4 – “Demonstrated = Persuaded.” This is the only podcast all about how audio ads work, and it does not disappoint. This week, host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes a Powerhouse Panel from across the Podcast Polyverse – Amelia Coomber (Head of Marketing at PodScribe, Host of Make Better), Adam McNeil, (VP of Marketing at ADOPTER Media, Host of Make Better), Arielle Nissenblatt, (Head of Community and Content at Squadcast.fm) and Paul Riismandel (Chief Insights Officer, Partner at Signal Hill). “We are most persuaded when we consider a thing demonstrated.” – Aristotle Join Stew and crew as they break down top-spending creative from HelloFresh, BetterHelp, Angi, and Instacart. Did they demonstrate, and are we persuaded? It Demonstrates Too Much, Methinks 🤨 – Which ad gets dinged for explaining too much about how things work, so you can’t retain a thing? Curtain’s Up 🎭 – Which ad makes the most of theater of the mind, helping the listener truly imagine what it’s like to use their product? Off-Target 🎯 – There’s no perfect ad, just a perfect ad for the audience. We get into the nitty gritty of why one ad might have been perfect for the 30-something crowd… but the podcast it was on has an audience about 10 years younger. If you’ve never understood why some ads have moved you and others haven’t, you owe it to yourself to hear the experts grade these ads (and offer key fixes). Listen to the whole episode (and complete lesson #4 of your audio ad masterclass) by clicking below. Listen Here The Classifieds K9 Trainer Is an Advertiser’s Perfect 10 Mike Ritland’s expertise is in the world of K9 military training, but in his newly represented podcast from Cumulus, you can fetch every topic under the sun. The former Navy SEAL, author, and lover of BBQ spends each episode with a new guest, having politically incorrect conversations around politics, health & fitness, survival skills, nutrition, music, and so much more. Through his charity work with animals and his advocacy for veterans rights, Ritland usually gains immediate respect and trust from his interviewees, making for truly focused and engaging conversations. Think of this show as one of those interview-based shows constantly topping the charts, but with a price-tag that won’t break your budget. So don’t bark up the wrong tree with your Q4 tests, just click below. Get The Deal ’m Not Nick Lachey, Obviously Get out your golden goblets, brush off the lyrics to Cameron’s cringey rap, and open the bottle of eye drops: Love is Blind is back! With it comes a new set of episodes from season 2 participants Deepti Vempati and Natalie Lee’s podcast Out of the Pods. The two former contestants are now flying solo, giving their experienced takes on the current season, as well as other Netflix reality franchises, like The Ultimatum, Perfect Match, and Too Hot to Handle. In the most recent episode, they easily debunk internet theories around the show’s production while giving firsthand accounts of their season’s cast. Recently taken on by Audioboom, the show continues to build a reputation as a DR Darling, a perfect tune in opportunity for Q4 as well as a heavy volume driver for any female skew advertiser. Get in on the “experiment” by clicking below for more information. Get The Deal In Case You Missed It Este No Es Un Robot First on our list of Audio news you need to know, Spotify is introducing an AI-powered feature that translates podcasts into various languages, while preserving the podcaster’s voice style. As part of the pilot, Spotify worked closely with podcasters like Dax Shepard, Bill Simmons, and Lex Fridman to generate AI-powered voice translations into Spanish, French, German, and many other key languages. Translating existing content while keeping the creators’ voice intact is a great way to reach unique listeners who may already be interested in podcasts as a medium, also allowing for scale outside the US. Read More Fresh Insights on Audio Usage Within the Latino Segment According to Nielsen, 94% of Hispanic adults ages 18 – 49 listen to AM/FM radio monthly, totaling nearly 29 million listeners. Hispanics are also 13% more likely than the general population to listen to podcasts. Language preference is not the sole factor; content relevance and cultural resonance are crucial for engaging the Hispanic audience. If you’re not advertising to this segment, then you could be missing out on a market that represents nearly 20% of the US population. Read More Travis Kelce Most Definitely a “Swifty” Stick with us for a second: The Taylor Swift Effect has shaken the sports world and is now even spilling over into our world. Since last Sunday when the NFL (Taylor’s Edition) swept the world, Travis Kelce has gained more than half a million Instagram followers. His merchandise sales have spiked 400%, female TV viewership of Chief’s games is up massively, and his New Heights podcast with brother Jason Kelce is now the number one show on Apple Podcasts. Note to media buyers and CAOs: be aware of current events and make sure you set aside enough testing budget so you can tune in value on select properties–you never know who Taylor Swift will date… next. Read More #SaveTheLiveReads Not Joel Osteen Talking About His Bathroom Habits With a unique podcast title like History is Dank, there’s no doubt its host Strider Wilson (who has an uncanny resemblance to televangelist Joel Osteen, which he uses for comedic purposes) has an equally unique twist on his advertisements. Take this recent strong testimony about the Tushy bidet. In a great demonstration, he’s humorous when talking about how this product has changed his life.  It’s exactly what Oxford Road seeks from hosts. Talking about your butt on a podcast doesn’t come easily, but Strider has a great balance of normalcy and eagerness about the product, and that’s what an audience grabs onto. His execution is what really sells the promotion and makes him a host who captivates brands toward having him sell their products. Listen Here Contact us for a Consultation  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!

If you’re an audio advertiser, this week’s podcast may be the most relevant episode we’ve ever had. As we continue to highlight our favorite sessions from this summer’s Chief Audio Officer Summit, this week we’re excited to share one of the most dynamic discussions of the event: the Attribution Panel. Regular listeners to the podcast know the team at Oxford Road has some BIG thoughts on attribution. This panel was the perfect way to expand the conversation by bringing in some of our expert CAO partners.  “Sometimes simpler is better, even though it doesn’t make you feel as smart.” – Paul Hillen, VP, Performance Marketing, SKIMS Our very own Giles Martin (EVP, Strategy & Insights, Oxford Road) moderates the panel of audio attribution veterans including; Paul Hillen (VP, Performance Marketing, SKIMS), Vanessa Stark (Senior Marketing Manager, Performance Marketing, Instacart), and Jessica Tennant (SVP of eCommerce, Hello Bello). They’re some of the best in knowing what their audio ad dollars are up to, so let’s see what they’re doing right–and where they could do better. Remember to Sell Internally  – As marketers, we sell to consumers all the time, but selling to stakeholders? Not so much, yet it’s so important. Whether you’re talking to a longtime marketer or a novice, we have tips on how to structure the conversation to make your audio sing. Triangulate Everything  – Is there a perfect data point? No. But mixing together post surveys, vanity URLs, promo codes, and more can go a long way to help you (and your stakeholders) feel confident you’re moving in the right direction. Our marketers share their approaches (and yup, they’re all different). Focus on Incrementality  – At the end of the day, marketers are just trying to answer the question, “What did this investment do for our brand?” Our experts break down some of their favorite ways to conduct incrementality tests (scale the channel and keep everything else steady, then check CPA) and caveats (if your incrementality test is a year old, it might be time to refresh). Flexible Measurement, Greater Reach  – If there’s only one kind of data you trust (like IP matching), you’re going to get shut out from some opportunities. But if you have multiple paths to getting a signal that’s good enough for decision-making, you can have your pick of testing options. Patience, Patience  – In an environment where we need to drive results this quarter, how much runway can we give our audio? Navigate top-of-funnel vs. bottom-of-funnel audio with us, and the benefits of nurturing customer relationships without over-dependence on deep discount promo codes. While we can’t promise listening to this week’s show will solve all of your attribution woes, we can promise you’ll come away with more tools to help you get closer to the truth. Click here for the whole episode. The Classifieds Woman Seeks Man, Man Answers We’re in an age where information is free-flowing and always available, yet there’s still those needling questions that require a real person. Comedian Emma Willmann shares some of the most rare and intriguing queries her listeners put forth. Plus, she has a lot of fun doing it. Ask Men Anything, the latest release from Betches Media, dissects the behavior and foundational beliefs of modern masculinity, while interviewing funny people like Lucas Zelnick and Jared Freid. Advice podcasts have been multiplying in recent years, but this comedic offering specifically centers around the male psyche and how we can all communicate to understand each other better. Advertisers looking to capitalize on relationship content and society & culture high performers will definitely find success in testing this fall release. The phone lines are open, so ask us anything via the link below. Get The Deal All for One, and One for Ball Wave Sports recently wrapped up the first season of their wildly popular limited series Podcast P with Paul George, a sports offering that should be at the top of everyone’s rolling opps in 2024. Hosted by NBA Superstar and Olympian Paul George, and co-hosted by his friends, Jackie Long and Dallas Rutherford, the entertaining panel spends each episode talking about their daily lives within the orbit of a high-flying athlete. Many fans of this series have mentioned its similarity to the cult HBO show Entourage, for its in-depth point of view on their friendship (while also covering the Clippers). This season also boasts interviews with industry insiders like Stephen A. Smith, Clippers owner Steve Ballmer, and teammate Terance Mann. Season 2 will be a great opportunity for advertisers looking to reach male sports fans, especially those interested in the history and strategy of basketball. Take the easy layup and dribble your way to the link for more information. Get The Deal #SaveTheLiveReads How to Brush Up Your Live Reads Today we’re talking about the always hilarious Whitney Cummings, and how she recently delivered a perfect read for the oral care juggernaut, quip on her Good for You podcast. Whitney is pregnant, and while dealing with the side effects that come with growing a human in your body, she reminds listeners that oral hygiene cannot be forgotten. The comedian shares how she never goes anywhere without her “sexy quip toothbrush” and how it has dramatically improved her brushing habits. Having just attended Oxford Road’s CAO event over the summer as a discussion panelist, Whitney knows what it takes to be a fantastic representative for a brand, and it shows in this read. Whitney’s charm is undeniable but the way she intuitively nails the setup and substantiation in this read both are key components of Oxford Road’s proprietary creative messaging system, (Audiolytics™) is exceptional. Whitney is a true pro, but the ease at which she delivers the ad is the perfect combination of a talented podcaster, in-depth host onboarding, and expert podcast copywriting. Thank you, Whitney, for showing the rest of the podcasting world how it’s done. Listen Here Contact us for a Consultation  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!

We have an abundance of audio riches for you this week. First up, we revisit one of our favorite sessions from the Chief Audio Officer Summit – the blockbuster creative panel. Our very own Stew Redwine moderates with CAOs Jess Jacobs (Shopify), Shane Pittson (quip), and Margaux Natiello (Athletic Greens). You’ve absolutely heard their ads, and more likely than not, you may be a customer of one of these Podcast Pioneers. Tune in to hear the all-star panel break down their all time creative hits and add to your CAO toolbelt.  “What’s so beautiful about audio to me is that it’s inefficient intimacy.” – Stew Redwine, VP Creative Services, Oxford Road Start Where You Are – You don’t need to create your sonic logo from scratch – you might’ve already done it. The now ubiquitous Shopify Cha-Ching started with the team mining the company’s existing audio assets and finding a mother lode of positive associations. The rest is history. Plan for Risks ⚠️ – When you advertise on as many podcasts as quip does, at some point, you’re bound to run into some controversy. This is where CAO’s have to fight ‘immediate reaction’ instincts.  The panel discusses how to set a plan beforehand, so you know what your next move is and next steps will be. (if you need help setting a plan, reach out!) Empowering Hosts  – Learn why a 15-minute onboarding call with every host should be mandatory, just like Athletic Greens requires. These calls aren’t just prep. They empower hosts to speak more freely in their ads, create a deeper connection between the host and your company, and set the trajectory for a successful podcast campaign. The panel shares their best practices on how to make the most of this valuable onboarding time with hosts. Turning Setbacks into Success  – Earlier this year, quip jumped at the opportunity to sponsor the New Heights podcast with NFL brothers Jason Kelce and Travis Kelce, just before they faced off in the Super Bowl. quip felt it was the perfect time to do a competition based integration with the uber competitive Kelce brothers. However, when the campaign first dropped and fell short of expectations, quip stayed the course. With clear communication and out-of-the-box thinking, they transformed the opportunity into a super memorable moment, exceeding the client’s performance goals. We’re just scratching the surface here. Tune in for a 101 year old radio ad, an exciting round of “guess that jingle,” and everything you need to ensure your next audio creative inspires action. Click the link here to listen to the whole episode. The Classifieds New Network is… Unwell This past August, Call Her Daddy’s own  Alex Cooper announced the launch of her new podcast production company the Unwell Network. Well, the first show from the new network launches tomorrow (9/21) with Alix Earle of TikTok mega stardom. Earle gained relevance in 2022 via the Get Ready with Me trend, detailing her life as a student at the University of Miami. Now graduated, nominated for Creator of the Year at the 2023 Streamys, and seeing boundless success, Earle fully shares the intimacies of her massive influence with her 5.8 million followers. Any advertiser who is already seeing success on large-scale female-skewing podcasts should see look-alike success on this newest opportunity. For more information, click below, we promise it won’t be a ”hot mess!” Get The Deal Estoy Bien Lit Stephanie Ramirez and Vanessa Cazarez are two besties who simply want to share the appropriate space to talk about their lives. Luckily, they’ve invited some listeners to join them. Distributed by Sonoro, I.E. in Besties is a weekly podcast centered around whatever topics the hosts are most interested in at present. Whether they’re sharing what it means to be a woman in today’s society, or gleefully reacting to celebrity fashion faux pas, the two besties always make their audience feel like they’re amongst friends. The show also has a unique perspective, being the hosts are Gen Z Latinas who love their heritage and enjoy highlighting that pride within the show itself. B2B advertisers have found success in working with this show, especially those targeting Gen Z entrepreneurs. Become your brand’s own bestie by clicking the link below. Get The Deal #SaveTheLiveReads The Dumb People in Town Podcast Gets a Lesson from Babbel This week’s aircheck highlight is special because we have not one, not two, but three hosts all raving about our advertiser Babbel! Daniel, Randy, and Jason, hosts of the Dumb People in Town podcast, kick things off by showing off their recently acquired Spanish skills, courtesy of Babbel’s easy to use platform. The guys discuss their personal experiences with the mobile version of Babbel, and how surprisingly fun the lessons are. Randy shares how he used Babbel to learn Italian before a trip to Italy by squeezing in 10 minute lessons doing things around the house and while walking the dog. When hilarious content creators like these three gents sink their teeth into live reads, the performance is almost always spectacular — but getting to these heights isn’t always easy. It requires proper onboarding to educate hosts and empower them to speak honestly about their experiences (see above for onboarding tips). Listen Here Contact us for a Consultation  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!

This week, we’re coming at you with a brand new Media Roundtable: Industry Edition! Oxford Road CEO and Founder Dan Granger welcomes back Oxford Road vets Neal Lucey, and Kristen Duenas, along with preeminent radio futurologist James Cridland (Podnews, Podcast Business Journal) to bring you up to speed on the the biggest news in the audio advertising industry you need to know. We’re talkin’: The $18k White Noise Gravy Train The Rise of the “Podhead” SXM’s New Brand Safety Tool For recaps of these stories and others, read on–and for the whole picture plus industry insights you won’t get anywhere else, catch the full episode by clicking the link here. The Classifieds Influencers Fly High, By the Seat of Their Pants Though wedding season is coming to an end, love is still in the air, and no two influencers are more lovey-dovey than Matt and Abby Howard. The high school sweethearts swiftly gained followers on both TikTok (5.3m) and YouTube (5.53m) just by giving followers a look into their chaotic yet charmed lives. QCode is partnering with the new parents to bring us a podcast that gives even more insight into the duo’s entertaining lives. Their current content is rooted mostly in the domestic tribulations of raising a young child, relationship milestones, and personal stories of family life. Interview episodes often showcase conversations around content creation, mental health, and wacky dating stories. This is a great option for those looking to reach young parents, a high female-skew audience, and internet-obsessed young professionals. If your budgets are unplanned, plan to click the link below for more information. Get The Deal Coach Helps Mend Broken Hearts One Stitch at a Time Healing from heartbreak does not have a one-size-fits-all solution, yet it often feels singularly human. Author Amy Chan is pairing with Cake Media to bring us a seven-part limited series addressing the step-by-step mental maneuvers it takes to grieve and recover from heartbreak. At the end of each episode, Chan coaches actual clients through their current steps, giving a real-time example of the powerful force of healing. Slated guests include Millionaire Matchmaker Patti Stanger, bestselling author Tara Schuster, and top-charting entertainment news podcaster Shannon McNamara. This series covers relationship advice, self-improvement, mental health, society & culture, and is best suited for advertisers looking to reach a female skew audience interested in self-help and written content. Follow us to the end of Lonely Street at the Heartbreak Hotel by clicking the link below. Get The Deal In Case You Missed It The Great White (Noise) Hype Certain ambassadors of “white noise” podcasts reportedly earn as much as $18,000 monthly on Spotify, but that’s about to change. Starting October 1st, Spotify will no longer support these ‘white noise podcasters’ in its Ambassador Ads program, which might affect their revenue, while also increasing the audience threshold for conventional podcasters to join the program. White noise creators can still earn money through paid subscribers, listener support, and automated ads, but the move aims to redirect listeners to more engaging content. This will potentially boost Spotify’s annual profit as they work on improving their financial position in light of lower revenue per subscriber and recent layoffs in their podcasting division. But the fact that well-meaning ad buyers were unwittingly placing ads into literal “white noise” underscores that verification and brand safety are no longer just “nice to haves” in podcasting – they’re mandatory. Read More Be A Podhead In a recent YouGov study, 56% of Americans now listen to podcasts, up from 46% in 2021, with 22% dedicating over 5 hours weekly. Most avid listeners, dubbed “podheads” in the report, are under 44, primarily male (62%), working full-time (49%), and listen during their commute (45%). Advertisers benefit from this, as 65% of podheads listen to ads and find them influential. Growth potential in the Midwest and South is indicated by regional disparities. Entertainment podcasts are preferred over news and politics, with music podcasts experiencing a 31% surge between 2021 and 2023. Despite its unfortunate name, the YouGov report offers insights for marketers, notably the increased consideration for brands in various categories compared to the general population. If your brand, like Kim Crawford, is on the list, it’s advisable to include podcast advertising in your media strategy. Read More The Brand Safety Bandwagon – Gets A Bit More Crowded Last week, SiriusXM Media introduced what they’re calling a first-to-market verification solution for podcast advertising, addressing brand safety concerns in the medium. Partnering with Barometer and ArtsAI, SXM’s tool measures brand suitability and provides real-time reporting, offering advertisers more control and peace of mind. The company also highlights other innovations, including contextual transcription targeting, predictive audience targeting, and brand suitability levels, all aimed at modernizing podcast advertising. This solution is set to launch for all advertisers in January 2024, and while we’re always championing for better tools for advertisers in the area of brand safety, we don’t see much new ground here. Read More Honorable Mentions In an effort to bring you access to all of the info covered in this week’s episode, below are the links to the smaller stories that may be of interest: Nielsen’s Newest Podcast Report – Not a lot new here, but we appreciate the report’s insights on the growth in time spent among different age groups and its examination of listenership across diverse segments. Plus, it serves as additional confirmation of the effectiveness of podcast advertising throughout the purchase funnel, establishing its relevance in both brand and performance advertising. PodcastOne Goes Public! – Founded by Audio visionary Norm Pattiz, who passed away earlier this year, along with a long-time friend of Oxford Road Kit Gray, PodcastOne went public last week on Nasdaq. We always love it when our network partners get wins like this, but this one hit a special chord. Congratulations, Kit and the rest of the PodcastOne team! #SaveTheLiveReads Hala’s Fur Baby Loves Nom Nom We’re back this week with another great aircheck to celebrate from our host Hala at the “Young and Profiting with Hala Taha” podcast. This one’s for all you dog moms and dads out there wanting to feed their fur babies the best possible food. Look no further than Nom Nom. Hala starts her read with a clear delivery of the ad copy, making it very easy for the audience to understand the information. After a minute of general info, she gets personal and brings in stellar testimony about her own dog and the positive changes to his life already happening with his new Nom Nom diet. Nom Nom is perfect for her dog, who is now older and needs extra vitamins and nutrients to keep him happy and healthy. Delivering an ad coming in at 4 minutes, Hala goes above the status quo to recommend Nom Nom to her listeners and secure her spot as a go-to host for the brand. Listen Here Contact us for a Consultation  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!

In this episode of the Media Roundtable, we’re joined by a very special guest, Larry Rosin (President, Edison Research). If you’ve been following us, you know that Edison Research has been on the cutting edge of audio insights, and we’re nothing if not data-driven. What’s the data telling us this week? That audio, especially digital audio, doesn’t get the respect it deserves. Our hot take? Listeners and advertisers should be glad that it doesn’t. Oxford Road founder and CEO Dan Granger and fellow Oxford Road luminaries Neal Lucey, James Ingrassia, and Miranda Romano. Let’s dig in. On-Demand Demands More Ears  – On-Demand Listening surpassed Linear Audio in 2023. It’s a long-coming shift in the audio landscape, accelerated by the pandemic–and it mirrors the change for video. This doesn’t mean these ears are unreachable, but it raises the bar for ad relevancy and interest since advertisers are interrupting a lean-forward audience. Podcasting Milestone  – Podcasting now claims 10% of listening time. Even so, there’s an underinvestment in ad spend for podcasting relative to listening habits. That doesn’t make it a free lunch, but with lower ad loads and higher host trust, digital audio is still a great value meal for advertisers and listeners. AI-Influencers  – Remember that host trust we’ve been toting? Well, AI host-read ads are on the horizon, and with them, the question of authenticity. Benefits: Unmatched efficiency. Downsides: Are we turning the golden goose into a cyborg? Listener preferences for host-endorsed products suggest authenticity still matters. We’ll see if robo-hosts can make real recommendations. “All of Audio is underfunded.” – Larry Rosin, President of Edison Research So, what would happen if “Audio” got the investment it deserved? As the industry makes room for more ad dollars, we’re pulling up the cautionary tale of radio. Unrestrained ads compromise the listening experience, and we’d lose the magic we’ve come to expect from intimate host reads. The position shouldn’t just be “Audio’s underfunded, so let’s increase ad investment,” instead, “How can we be sure we’re investing in audio that makes it an amazing investment for decades to come?” Dive in with us and develop your hot takes from these Edison Research insights, which absolutely deserve a spot in any Chief Audio Officer’s toolbelt. For full breakdowns of these stories and a whole lot more, tune in to the full episode by clicking here. The Classifieds Aye, Aye, Aye After a five-year absence, The Osbourne Family is returning to their well-received podcast once more. Brought to us by Kahn Artist, the 20-week limited season will include all four iconic family members: Ozzy, Sharon, Jack, and Kelly. During their last run in 2018, the phenomenal family interviewed a variety of celebs, including Jim Norton, Sheryl Underwood, and Carnie Wilson. The show promises to cover all their favorite topics, including cults, rock n’ roll, phobias, pets, and family squabbles. The show should appeal to a variety of advertisers based on the tune-in value of a large celebrity podcast, the diverse demo that the show covers (18-65), its history as a high performer for DTC brands, and the inclusion of YouTube and Rumble viewership.  You don’t need to be crazy to ride this train; you only need to click below to secure the deal. Get The Deal True Crime Podcast Gets Personal True Crime has become the most recognizable podcast genre in the past eight years, but its listenership has fragmented based on recent trends. A growing topic of discussion is the erasure of victims and their families’ POVs when their stories are told. Collier Landry, the sole survivor and witness to a brutal familial crime hosts Moving Past Trauma, a podcast that helps similar listeners work through difficult emotions to move on with their lives. Landry interviews fellow trauma survivors, academics, advocates, and storytellers to finish the narratives we often let end too soon. This podcast is currently being offered through Untamed River, a network devoted to giving true crime victims a platform to set the record straight. High performers in this Health & Fitness offering are often in DTC or B2C categories and target young professionals.. Become the newest sponsor of this genre-bending selection by clicking the link below. Get The Deal In Case You Missed It On-Demand is In Demand Summarizing the articles in this week’s podcast, we start with the newest Edison Research Study. Edison Research has been monitoring the share of listening between on-demand and linear platforms since 2014. Over this period, Edison has observed the gap gradually decreasing, from an approximate 40-point difference to the present day, where on-demand has overtaken linear. As mentioned in the podcast, this trend parallels what we see in video consumption. Read More Ambition, Scrutiny, and the Road to Profitability – Spotify’s Podcast Empire Spotify’s ambitious investments in celebrity deals and original content for the promising podcast industry are now under scrutiny due to rising costs and competition challenges. However, with 100 million podcast listeners and a projected 30% ad revenue growth this year, Spotify could very well achieve the goal of turning its podcast business profitable by 2024. We will see. Read More Are AI Host Reads – “Host Reads”? PodcastAI is a new company that empowers creators to use AI for content creation and automation. One of the most noteworthy features in development is a cutting-edge system that generates customized AI hosts mimicking their real-life counterparts in speech, sound, and appearance, even creating and voicing ads. Our view is that perhaps some things shouldn’t be automated, especially when trust & authenticity are foundational to podcast advertising’s success. Read More #SaveTheLiveReads Michael Cohen’s Drawers This week, Michael Cohen of the “Mea Culpa” podcast’s read for Tommy John is topping our great aircheck charts. To start, the Oxford Road media team found a host who gives ecstatic recommendations for his advertisers.  Michael’s exuberant demeanor and raving personal testimony about wearing his “Tommy John” underwear to the tennis court is the kind of recommendation most brands dream about. When a host goes on about a product for almost three full minutes and says, “I felt like a million bucks”, the audience truly gets the hint that this is the real deal! From the setup to the execution of this advertisement, the folks over at Tommy John can rest assured that this will be a long-time sponsorship! Listen Here Contact us for a Consultation  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!

This week on the Media Roundtable: Special Edition we’ve got a two-parter for you. First, we’re recapping everything Podcast Movement, with the “Roadies” who were there to discuss hot takes from this year’s event. Next, we jump into the fireside chat with Oxford Road Founder & CEO Dan Granger, and the always insightful Allan Jones, visionary CEO & Founder of Bambee. Back on the host microphone is our very own Jennifer Laine, along with fellow Oxford Road luminaries Ashlei Kramer, Julia Palermo, Miranda Romano, and Steven Abraham. And of course, the world’s favorite radio futurologist: James Cridland (Podnews, Podcast Business Journal). Let’s dive in. The Rise of YouTube (again)  – Podcast Movement was all “a-buzz” about how “Simulcast” (YouTube and other non-audio podcast components) is paying off for advertisers and network partners alike, since it’s a true baked-in experience that reaches a different audience. Also coming, YouTube’s going to ingest RSS feeds, expanding the reach for creators and keeping their tracking intact. Will YouTube be the biggest podcast channel soon? Podcast Radio  – Coming to four markets in September… radio stations made entirely of podcasts. While not exactly new (NPR has been shuttling content from podcast to radio and back for years), we’re curious to see how it’ll translate with 20 minutes of ads per hour First 10%/Last 10%  – How does Allan Jones reconcile gut based courageous decision-making with a data-driven culture at Bambee? Try First 10%/Last 10%. Your gut can give you insight into what’s worth pursuing, and when to take a leap to close the deal. Make the middle 80% data-driven due diligence. For industry insights you won’t find anywhere else, listen to the full episode by clicking the link here. The Classifieds No More Monologues, Only Dialogues Negotiations between the WGA and studio heads continued to heat up this week, while podcast offerings attributed to the strike are on fire as well. In a bid to raise funds for striking workers and their own staff, the five most recognizable late night TV hosts are coming together with Spotify to launch Strike Force Five. Stephen Colbert, Jimmy Fallon, Jimmy Kimmel, Seth Meyers and John Oliver will provide a behind the scenes point of view on television production and legacy comedy, while having bombastic, tangent filled conversations for our listening pleasure. The show premieres today, offering both host reads and voice talent spots (including from Bill Simmons himself) for interested advertisers looking for a high reach offering that contributes to social good. This is a limited run series so now’s the time to strike while it’s hot, by clicking the link below. Get The Deal It’s All For Real, I’m Telling You Just How I Feel While many podcasts cover topics on mental health, realities are still often misunderstood. This, and the sharp rise in listeners using podcasts as an educational tool, makes Lemonada’s newest venture with Jennette McCurdy that much more important to highlight. The actress, advocate and memoirist of the book I’m Glad My Mom Died, spends each episode of her new podcast breaking down complex emotions, working through trauma, and opening herself fully to learn and grow. There will be many Q&As with her fans and a larger dialogue around issues that aren’t easily fixed — geared more toward long-term healing than just simple advice content. The show premieres in October, and will include a female skew audience between 18-29, a perfect selection for anyone with a Gen Z consumer set. While the topics may be hard to grasp, it’s easy to connect on this opportunity: simply click below. Get The Deal #SaveTheLiveReads Emily Likes Trees That Grow Fast This week from The Emily Show, we have a strong advertisement for our friends at Fast Growing Trees. Emily begins with strong delivery of the provided ad copy; “It’s time to make your home an oasis,” immediately grabbing the attention of her audience. What homeowner wouldn’t be interested in that? She then continues by raving about her personal experience with Fast Growing Trees after moving to a new climate. Perfectly on brand with why Fast Growing Trees was started, the host uses FGT’s resources to find foliage for her new home that will not only survive but support the environment too. It’s a simple, clear, to the point demonstration of how and why Fast Growing Trees is the preferred site for thousands of plant, shrub and tree lovers everywhere! Listen Here Contact us for a Consultation  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!

This week on the Media Roundtable: Industry Edition, we’re talking Podcast Movement, strikes and celebs, and attribution drama. Hosting again is Oxford Road’s Jennifer Laine, along with fellow Oxford Road luminaries Kyle Jelinek, Neal Lucey, and Spencer Semonson. And joining us again, this time live from Denver, is James Cridland (Podnews, Podcast Business Journal). Let’s dive in. Podcast Movers and Shakers  – Podcast Movement is happening right now in Denver! A full recap of everything will be coming soon, but if you’re at the conference right now, we have three notes from the experts: Catch the Oxford Road panelists; they’re going to be amazing. See the puppies with James. As much happens off-stage as on-stage. Make some new friends, people!   Acast + Podscribe = ❤️– Acast makes it official and names Podscribe as its “Global Preferred Attribution Partner,” essentially leaving Spotify’s Ad Analytics out in the cold. Spotify, understandably, thinks this is not great (for advertisers, but also for them). But if you want third-party attribution, this isn’t a bad development for you (and most likely, not the last domino to fall). LINK TO ARTICLE Check Your Email – Glenn Beck’s podcast disappeared from Apple, though it seems, not because of censorship. Instead, it was a trademark dispute lacking a response.. CAOs–make sure that for any owned media you have, the email you use for Apple Podcasts Connect is the one you actually use. Of course, if you do miss an email, you can always spin it for some controversy.  LINK TO ARTICLE Christmas Comes Early for Hallmark Fans – Moms everywhere rejoice! Unaffected by the SAG-AFTRA Strike, Hallmark is getting into scripted podcasts with Crimson Hearts Collide. Will a new demo flock to podcasts in the absence of new TV content? LINK TO ARTICLE Short on time? Links to the discussed articles are shared above, but for industry insights you won’t find anywhere else, listen to the full episode by clicking here. The Classifieds Many Hands Make Light Work…Usually Talk Radio is alive and well, but podcasts have yet to capture the electric live energy that radio can do so well. The Dollop’s Gareth Reynolds and New Girl star Jake Johnson want to be those pioneers with their newest podcast from Audioboom. We’re Here to Help takes calls from interested listeners, intent on getting to the bottom of some seriously funny problems. In their premiere this week, the eager funnymen helped callers with things like; fine tuning a Dungeons & Dragons character’s accent, and offering advice about toddlers who mistake the gardener for Santa Claus. There’s definite value in the duo’s humanism, empathy and amusing antics as they comedically work through the silliest of scenarios. For any advertisers already working well with Welcome to Our Show or any of Reynolds’ additional podcasts, this is a definite pick for your next testing plan. Lend a hand, and a bit of testing budget, by clicking the link below. Get The Deal Handsome is as Handsome Does Nowadays, it’s really not enough to have one podcast, so says comedians Tig Notaro, Fortune Feimster, and Mae Martin with their newest venture, Handsome. Partnering with Headgum, and launching this week, the absurdly funny trio will spend every episode fielding a single question from one of their equally hilarious friends. Topics will run the gamut from the creative process to personal hygiene and even hypothetical thought experiments. Their first episode features an absolutely gut-busting conversation, often going on personal tangents that one can’t fathom from the outset. Future guests include Neil Patrick Harris, Kenan Thompson, and Atsuko Okatsuka. Those hunting for female-skew comedy options, with a simulcast component, fear not; this is a surefire home run. True beauty is in the eye of the beholder, but if you want to be handsome, click the link below. Get The Deal This Week in Great Podcast Reads Zocdoc Saves the Day for Busy Moms This week, the fabulous hosts of The Codependent Podcast knocked it out of the park with their read for Zocdoc. Sister-Hosts Kenzie and Jamee are everyday American moms working hard to provide for their families. Both are ecstatic about the Zocdoc app, which makes finding a local doctor near you easy as pie. Sharing personal stories about using the app to find a new dentist for their kids, after having an insurance change, it’s obvious this is no verbatim read ad copy. It’s exciting for listeners to hear real stories within an advertisement creating an essence of credibility. Even better, Kenzie talks about the positive reviews she read while searching the app and then insists she would leave the same glowing recommendation. From the setup to the demonstration and substantiation, this aircheck is Audiolytics Gold, and we won’t think you’re codependent if you add this show to your roster. Listen Here Contact us for a Consultation  OXFORd In The News Read More 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!

This week on the Media Roundtable: Special Edition, we’re diving into the news and highlighting an all-star panel from our recent inaugural Chief Audio Officer Summit. Hosting is Oxford Road’s Founder and CEO Dan Granger, joined by fellow Oxford Road experts Neal Lucey, Spencer Semonson and Stew Redwine (fresh from his appearance on Podscribe’s Make Better podcast). And joining us again, now from his mobile sound studio, is the ever-insightful James Cridland (Podnews, Podcast Business Journal). “There isn’t a type of audio that doesn’t work for us, it all works for us. Fair enough, some types of audio took us longer to figure out to unlock. But, in order for us to be at the scale we’re at we had to get that to work because the reality is our customers were there. They were responsive, so we needed to be there.” – Kezia Koo, Senior Director of Growth Marketing at Indeed Fake Endorsements, Real Scams ️– If they’re copying you, you must be doing something right, right?. Scammers are pretending to be podcasters (sharing fake clips of them talking on famous podcasts) in order to shill for products. Patreon X Spotify – Patreon podcast feeds can now be integrated into Spotify. There’s no financial play yet, but there could be in the future, and it’s another step Spotify’s taking to solidify and grow market share no matter what. Listen Up ↗️– Podcasts are now 10% of listening time, up from 5% in 2020. Also checking in on radio, “the slowly melting ice cube.” Chief Audio Officer Summit Recap: For the second part of the episode, get ready to be the smartest person in the room when it comes to buying audio as we recap some of the highlights from our recent CAO Summit. Kezia Koo (Senior Director of Growth Marketing, Indeed), Mei He (GVP of Digital Marketing at Netsuite/Oracle), Eliza Davis (Director of Growth, Offline Marketing, Babbel), Miranda Romano (VP of Media Operations, Oxford Road) team up to share the hard-earned questions you should be asking before you spend money to land in your customers’ ears. Guided by Oxford Road President Steven Abraham, the team covers: When you need to have budget on hand to act fast (and how much) Proof that audio is currently a buyer’s market How to work with hundreds of partners when everyone has their own way of operating Why you can’t cancel your way to optimization To cure your FOMO and get an invite to the next CAO Summit, email us at info@chiefaudiofficer.com. And for insights you won’t get anywhere else, check out the whole episode by clicking here. The Classifieds Enigmatic TV Reporter Gives Us the Real Behind the Scenes Catt Sadler is starting a new chapter in her life with the recent rebrand of her long-running podcast. Newly acquired by Cloud 10, the renamed Catt Sadler Now premiered this week. Now an empty nester with her grown sons out of the house, Sadler is recounting her exciting new home life as she continues her meaningful work as a producer. Catt is well known for her yearly red-carpet coverage of the Oscars and public advocacy for fair workplace practices and compensation for women. She also has one of the most soothing voices on the planet, and her weekly podcast serves as both a meditative and educational tool for those interested in mental health and self-improvement. This offering is a surefire winner for anyone targeting older women with a high household income and a love for beauty content. Get your own serenity now by clicking the link below. Get The Deal Hollywood Actors Blast Off Sci-Fi Podcast With many entertainment podcasts affected by the SAG-AFTRA strike, fiction podcasts became a hot topic of discussion for buyers and networks alike. QCode, a well-known juggernaut in the world of fiction podcasting, has premiered a gripping new selection with a star-studded cast. The science fiction limited series includes voice work from Olivia Wilde, Chris Pine, Troian Bellisario, and Fiona Shaw. Its story details an engaged assistant AI out to connect with its human customers in a bracingly invasive way. Timely based on current events, and relevant to lovers of audio alike, the nine-episode season has been rapidly climbing the charts since premiering earlier this month. While fiction doesn’t permit a traditional host read, the tune in value of a forward-thinking piece of media during a creative drought cannot be emphasized enough. The only constant in technology is change, so change with us and test this new podcast today. Get The Deal In Case You Missed It Audio Ads Outperform Video – ADS OUTPERFORM VIDEO A first of its kind study conducted by attention research firm Lumen and commissioned by Dentsu, in partnership with a host of audio publishers, finds audio advertising across major formats outperforms video in terms of attention and brand recall. The research revealed that 41% of audio ads generated correct brand recall, compared to a 38% average for video ads. Furthermore, podcast and radio ads, as well as music streaming ads, all outperformed video ads in terms of attention, recall and brand choice metrics. The research suggests that investing in audio platforms like podcasts, radio and music streaming could yield higher results in terms of audience attention and brand recall. This provides a compelling argument for advertisers to reconsider their budget allocations and strategies, potentially increasing their focus on audio advertising. Read More Podcasting Captures 10% Of Listening Time Highlighted at the beginning of the newsletter, podcasting’s share of audio listening has doubled to 10% from 2020’s 5%, as revealed by Edison Research. Traditional AM/FM radio’s share has decreased from 42% to 36%, while streaming music rose to 18%, YouTube’s audio share climbed to 14%, and audiobooks grew to 3%. With a few years having passed since the onset of the Covid-19 pandemic, it’s now more evident than ever how the crisis expedited shifts in audio consumption patterns. The diversified landscape emphasizes the necessity of having experts focused on leveraging the potential of audio advertising. Read More Podcasts Highlighted in Q2 Financial Results As reported in the Podcast Business Journal, both iHeartMedia and Audacy have released their financial results for the second quarter of 2023. iHeartMedia’s podcast revenue experienced a 12.9% increase year over year, reaching $97 million. However, their terrestrial and digital revenues, excluding podcasts, showed a decline. On the other hand, Audacy saw growth in revenue per thousand downloads in the podcasting sector. Nevertheless, they incurred a $10 million hit due to the termination of one of their two major podcast agreements. In terms of terrestrial revenue, there was a decline of 3.7% in local revenue and a significant drop of 16.6% in national revenue. The audio market, particularly terrestrial radio,  continues to be favorable for buyers, presenting unique opportunities for advertisers. Read More – Read More This Week in Great Podcast Reads Chicks on the Right Plant the Seed Hosts don’t often lead their ad reads with a great customer experience they had with a product, so when they do, you know it must have been exceptional. For a brand like Fast Growing Trees, an online nursery that curates thousands of easy-to-grow plants and trees for your specific climate, it can make all the difference. The idea of buying and planting your own trees might seem intimidating to many of us, but we need not worry. The Chicks on the Right podcast hosts already went through the process and came out of it raving about the top-notch customer service they received from the Fast Growing Trees experts. There’s no doubt the human interaction aspect played a big part in their decision to become customers, and it likely pushed much of their audience to do so as well. This is an example of how influential podcast hosts can make an impact with a powerful customer service review. Listen Here Contact us for a Consultation  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!

This week, on The Influencer, we’re showcasing the latest episode of Ad Infinitum. This week our host, Oxford Road’s Stew Redwine (Oxford Road’s VP of Creative Services), welcomes unstoppable wordsmith Lucinda (co-founder and Head Hen of Moink), who is a positioning genius, Shark Tank veteran, and on a mission to save the family farm, one box of ethically grown, pasture-raised box at a time… “I know my WHY. I’ve been knowing it my whole life.” – Lucinda Cramsey, co-founder of Moink Ad Infinitum’s 3rd episode, Serious Positioning, isn’t like the preceding editions. We’re unpacking what makes a brand stand out from competitors and breaking down top-spending audio ads from Sofi, Ethos, Upside, and Progressive. Who’s in pole position, and who’s trailing the pack? And, of course, we’re adding more power tools to our Chief Audio Officer’s toolbelt. Tune in to hear: Lions, Zebras, Elephants – A first-hand report from the Chief Audio Officer summit and why it’s so important for brands to take a pause in a reactive environment. Mildly Annoying isn’t Enough – If an ad can’t delight and is skewing obnoxious, is there a benefit to going full-on rage-remembering? Ride the Why – For companies that have a strong reason to exist; you’re underselling yourself if you don’t make it front and center as a fight against the status quo. Lucinda shows you how it’s done. Free Smells, Live Steam – From Jimmy John’s to Mad Men to Schlitz, how do you position a brand that doesn’t have a key differentiator? Whether you’re buying, creating, or hearing ads, when you understand positioning, you unlock the hidden hierarchy of the world. Click here to listen to the whole episode (and complete lesson #3 of your audio ad masterclass). The Classifieds Podcaster Bunny Hops Up the Charts With the topic of the Podcast industry planting fresh in people’s minds lately, it’s important to note that this host did not appear out of thin air. Bunnie XO is the inimitable rising star of the Dumb Blonde podcast, but she has long been in the zeitgeist thanks to her YouTube channel, modeling, and marriage to rock star Jelly Roll. Recently acquired by Crossover Media, Bunnie has been hopping up the charts thanks to her bold, risque, and alternative image and commentary. In the always-crowded comedy genre, this podcast is specifically unique for its female-focused, sex-positive rhetoric and devoted Gen Z and Millennial audience. This is a surefire performer for advertisers who want to reach that specific demographic and understand the nuances of brand suitability vs. safety.  It won’t be dumb luck when this performs well, so click below for more information. Get The Deal The Frogman Cometh Shawn Ryan is extremely impressive: a former U.S. Navy SEAL, CIA Contractor, and Founder of Vigilance Elite. He is also an inspiring public speaker, advocate, interviewer, and mental health educator who focuses on veterans’ rights and stories. Each week he interviews a former armed forces member to amplify their experiences in combat and empower future generations of America’s protectors. The Cumulus Network has recently taken on Ryan’s podcast and has become immensely popular with its highly conservative audience. Recent guests have been from various branches of the military, active roles, and international conflicts. Ryan is best suited for an older, male-skew audience or those interested in political options outside of news and commentary. While the Navy unofficially says, “not for self but for country”, you can be self-serving and gain performance by clicking below. Get The Deal This Week in Great Podcast Reads Philip DeFranco Expands His Language Palette Listening to a voice as sharp and polished as Philip DeFranco delivers the news on his podcast reminds us how much we appreciate the art of speaking. For DeFranco however, his speaking skills were mainly limited to English. The YouTube personality recounts being unable to understand his Italian grandparents as a kid and failing Spanish twice in high school, perfect examples of how Babbel’s subscription-based language learning system can help. His ad read for the brand communicates how it’s about more than language—he can grow a deeper connection with his Italian heritage and overcome a former obstacle by building his confidence in speaking Spanish. This is why we love The Philip DeFranco Show and recommend it for brands who want their message to resonate with audiences on a personal level. Listen Here Contact us for a Consultation  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!

This week on the Media Roundtable: Industry Edition, we’re talking “Super Apps,” audiences vs. profit, and of course, ads that may or may not be ruining our listening experience. Fresh from his latest episode of Ad Infinitum is our host, Oxford Road’s Stew Redwine, joined by fellow Oxford Road luminaries boosters Kristen Duenas, Neal Lucey, and Spencer Semonson. And joining us again with his finger on the pulse (eardrum?) of the audio world is James Cridland (Podnews, Podcast Business Journal). “The baked-in works. Crazy to say, but it works better than anything else–for a reason.” – Spencer Semonson, Oxford Road Media Buyer Sounds Important – To all the current and aspiring Chief Audio Officers, help your brands and lead the charge in developing your sonic toolkit. Learn from the best companies in the world on what they’re doing right to show up sonically. Brand Ambition – You want to make a super app; you gotta kill some birds. Twitter is now X–is it the birth of a new WeChat, or is this a brand equity bonfire that no phoenix will rise from? Audiences ≠ profit – Spotify grows its audience by double-digit percentages, up to 551 Million MAUs–but Wall Street is unimpressed because Spotify lost $272MM in the quarter. Getting the audience is the first Everest. Getting them to stay while monetizing them effectively is the second. Get with the Programmatic? – The most common audio ad elements in a large Veritronic/ACAST study? Thirty seconds, single female speaker, no music. But when programmatic ads sound similar, what should brands do to stand out? Maybe avoid it altogether. We know programmatic isn’t going anywhere, but baked-in reads offer a unique sound that respects the audience, fits the content, and boasts better performance. Short on time? A recap of each topic is shared below, but for industry insights, you won’t get anywhere else, listen to the full episode by clicking here. The Classifieds On the Same Page of a Very Similar Book The Armchair Umbrella is widening once again with the newest show from producer, co-host, and guest at our recent CAO event last month, Monica Padman. Padman has been venturing on her own for several years, creating high-performing and well-received limited series. This newest offering from Public Media Marketing (running in the Armchair Feed) is co-hosted by journalist Liz Plank, a former collaborator on Race to 35. Each episode will feature candid, evolved, and emotional conversations about their personal lives and the loves within them. Padman and Plank have long been touted for their honesty and relatable dialogue with their engaged audience. This is a higher-reach opportunity, baked into the content, and is best suited for clients with a female-skewing audience already fans of Armchair. Get access to some expert-level podcast tests by clicking the link below. Get The Deal There’s No Better Story Than a True Story The internet is newly abundant with anonymous stories of woe, shock, and awe. One of the newest trends in podcasting has been to sieve through them for true gems and dissect the human element for our morbid enjoyment. No duo in this category has more positive attitudes, energy, and spunk than OKOP’s Sam and John. The Youtubers and podcast hosts have gone fully independent and have recently been delivering amazing ads for several of our clients. Their narrative delivery and commentary make for a high-energy, uplifting listening experience. Similar shows have done exceptionally well for clients with a younger audience interested in internet culture and social issues. Our Knowledge is Our Power, and now that you’ve learned about this, please click the link below to test. Get The Deal In Case You Missed It It’s Like Putting Lipstick on a Blue Bird Elon Musk has plans to create a ”super app” in the model laid forth by companies like WeChat in China, which has over one billion users. “Super apps” are just like normal apps but with several additional service components – typically payments. “While a brand can manufacture press with something seemingly out of the blue, sustaining value needs to come from the product itself, and slapping a new logo on a problem doesn’t change the problem. Twitter’s ad sales have plunged a whopping 59% [since the Muskian takeover], and given the platform makes most of its money from advertising, that’s a real issue.  – Caroline Giegerich” Read More Wall Street Kicks Spotify Despite Massive Growth Despite impressive growth in active users and Podcast ad revenue (+30%), Spotify’s stock price took a hit last week. User growth is great, but the financial markets want to see profitability. Despite the strong top-line results, Spotify’s EPS (earnings per share) is negative per Yahoo Finance. This should not worry advertisers because, with a 23% quarter-over-quarter growth in ad-supported subscriptions, Spotify is looking better than ever. Read More Radio Killed the Podcast Star? Almost four out of five people would skip a radio ad in a podcast, with two-thirds saying it was “annoying.” The research from Signal Hill Insights and Pacific Content warns us that “creative and content must be designed for the experience,” and that podcast creative can’t be an afterthought. The magic of podcasts is in the medium’s intimacy, and that extends to the ads themselves. Conversational ads work in a conversational environment since consumers are already paying attention. If you need help in making your audio ads suitable for Podcast – let’s chat. Read More May I Approach The Benchmark Report? Inside Radio and other sources reported that the Magellan AI Q2 Benchmark Report indicates ad spending grew 24%, driven by new brands and bigger budgets. Other findings: 30s have increased to 40% of reported spending, and ad loads have increased slightly (but more pronounced in popular genres like True Crime). With the increased demand for Podcast advertising and programmatic becoming more widespread, diligence is required to ensure marketers get what they paid for. YouTube simulcasts continue to see higher renewal rates and are a priority placement for advertisers. Read More This Week in Great Podcast Reads You Can Sip & Discover Cool Things With Us There’s no such thing as too much repetition in an ad read. You can always squeeze in another mention of the brand name, the path, and a key benefit of the product. You name it. The women from You Can Sip With Us know what we’re talking about. Their read for FabFitFun hits on the same points more than once, yet it doesn’t feel stale. How? Their genuine excitement for the brand. Both hosts are long-time FabFitFun members, meaning they get access to thousands of curated lifestyle and beauty products the service offers. It’s also right up their alley, being that their podcast involves sharing the best recs with listeners, whether it’s entertainment, advice, or favorite products. And while all of this helps, it comes back to that sincere energy the hosts feel for something they truly care about. It’s the reason they can go on for nearly four minutes. You can’t fake that kind of enthusiasm. Listen Here Contact us for a Consultation  OXFORd In The News Milking the CAO Last week, we spoke at length about our recent CAO launch and what it all means for the industry. As an avid reader of the Influencer – you already know everything you need to know. But if you’d like to share a link with friends asking about CAO (it happens), feel free to send them to this article from Insider Radio. Read More 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!

WARNING. This edition of The Influencer is intentionally short this week to save you time to read our latest report. We promise it will be well worth your time. We’ve all heard of a CEO, and readers of this newsletter likely know what a CMO does, but what about CAO? This week on Media Roundtable: Special Edition, we’re spotlighting our new, game-changing white paper: ”Chief Audio Officer: The Champion Every Brand Needs to Win in Audio.”  We start the episode with a lightning-quick recap of our recent Chief Audio Officer Summit, where audio experts from brands including Shopify, Athletic Greens, Skims, Indeed, Netsuite/Oracle, Hello Bello, Instacart, quip, Bambee, and Babbel took the stage to celebrate, dissect and give insight into this powerful and peculiar medium we all love and depend on. If you’re getting FOMO, keep reading. You may have already seen news stories from PodNews and Sounds Profitable about this landmark whitepaper, but in this week’s podcast, you can hear it all straight from the horse’s mouth. Hosting this week’s episode is Oxford Road’s Jennifer Laine, joined by fellow Oxford Road CAO boosters Dan Granger, Giles Martin, Spencer Semonson, Stew Redwine, and Steven Abraham. “[Audio] is not the biggest channel… but the trust gives you the largest return on investment.” – Dan Granger, Oxford Road CEO & Founder Chief Audio Officer: The person responsible for the success of a brand’s audio advertising program. The core of this week’s episode highlights what makes the Audio channel so unique and why Chief Audio Officers are so crucial to the future of this industry: One of a Kind ✨- A channel unlike any other needs extra care to flourish, from attribution (see our last white paper on how to level up your attribution) to creative. But those who truly put the effort in can unlock intimate marketing that scales. Building the Moat  – The crown jewel of audio ads is personalized, trusted endorsements–and they’re the part of your marketing plan no competitor can take from you. Host relationships are the key, and it takes a CAO to build them. Embracing Fearlessness – Audio content has the potential to break through noisy chatter, and the same goes for audio ads–if you’re just as authentic as the channel demands. To stay truthful to the brand and find partners who embrace and reward the same values, you need the guiding hand of a CAO who’ll take the right risks. If you want to learn more about what it means to be a CAO, first listen to this week’s episode by clicking here. If you want to dive in deeper, please download the full CAO whitepaper by clicking here.  We’ll be sharing the insightful, intimate talks from the CAO Summit over the next few weeks, but if you, yourself, believe you are a genuine Chief Audio Officer, and wish to participate in future events, connections, and special content, email us at info@chiefaudiofficer.com to apply for membership. 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!

This week on the Media Roundtable: Special Edition, we’re spending the entire episode discussing our new partnership with Seekr to launch the first-ever Civility Score for podcasts. How does it work, who’s behind it, and why will it change how you advertise on podcasts forever? Stay tuned Hosting once again is Oxford Road’s own Jennifer Laine, who’s joined by fellow civility advocates Dan Granger (Founder & CEO of Oxford Road) and special guest, Pat Condo (Founder & CEO of Seekr). Pat has built a career out of search and navigation. From working on launching the Space Shuttle program to building secret government-backed search engines for the deep and dark web, Pat has always been at the forefront of leveraging technology for the greater good. With Seekr, Pat has teamed up with Oxford Road to create the first-ever “Civility Score” to help advertisers grow their audio footprint while minimizing safety concerns. Lowering the Temperature – The Civility Score uses AI to quantify personal attacks in podcasts so advertisers can direct ad dollars toward podcasts that encourage civil discourse instead of polarization. Getting In Front Of Brand Safety – Having a long-time host go off the rails can be a challenge for a brand. Seekr allows advertisers to get ahead of brand safety so they have a more clear and objective picture of what kind of content they’re sponsoring. Always Current ✨- Life comes at you pretty fast. Seekr’s Civility Score shows risk trends–so if a show shifts focus from civil discourse to more polarizing content with personal attacks, you’ll see the trend and be able to take action if needed. Seriously, if you’re in the podcast advertising space, you won’t want to miss this groundbreaking chat. Click below to hear it all. To learn more about Seekr’s Civility Score or participate in the beta program, go to Seekr.com/audio-score. Listen Here The Classifieds Civil Raz Calls For The End of Razzing Civility is the trending topic in this week’s Influencer, and luckily we have two very civil classifieds to present to you. Recently acquired by Wondery and always hosted by icon Guy Raz, How I Built This is the ultimate entrepreneurial spring of knowledge. Every week a company’s founder and probable CEO walks listeners through the trials and tribulations they faced in order to bring an idea to fruition, their story often featuring a unique arc. Featured brands have included companies in beauty, fashion, technology, food, and even robotics. Any B2B based client would do well on this option, especially those that have seen high performance on NPR and PRX podcasts or boast a highly educated demo. If you want to build a bridge with this distinguished podcast, please click the link below. Get The Deal This is a Civil Classified Earnest conversations around podcasts’ evolution are often framed around pre or post-Serial. Before that, we had This American Life, a foundational piece of public radio that became a template for generations of podcast hosts and producers alike. Premiering in 1995 and still produced by WBEZ Chicago, the radio stalwart has spent nearly 30 years producing engaging pieces of journalism, often touching upon the lives of people, places, institutions, and communities neglected by traditional media. Even now, Ira Glass has remained an easily recognizable figure in popular media, producing some of the best-limited podcast series out there. In an age of uncivil rhetoric and bombastic claims, the TAL team creates worthwhile and even-keeled content that works extremely well for a collection of Oxford clients. To live an American life, click the link below for more information. Get The Deal 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!

As we celebrate 10 years of Oxford Road making the ads work, we’re bringing you another episode of Ad Infinitum, our show that’s all about understanding how audio ads work (and how they could work harder). This week, host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes the brilliant Phil Agnew (Host of Nudge, the consumer psychology podcast with “an MBA’s worth of insight in every show”). We’re talking powerful psychological nudges in top-spending audio ads. Kohl’s, State Farm, Granger, and AutoZone: who’s moving the needle and who’s blowing their budget? And, of course, we’re adding more power tools to our Chief Audio Officer’s toolbelt. Tune in to hear: Coming Soon, Leaving Soon After – What movie theaters can learn from Scarcity Getting in the Zone – How to make AutoZone’s oil even better with The Labor Illusion The Media Mix is the Message – Why Costly Signaling makes some ads hit different Good Trash People – What a man in a trash bag can teach us about the Mere Exposure Effect and AI voices Whether you’re buying ads, creating ads, or just hearing them, you deserve to understand the hidden psychological forces that are shaping your actions every day. To listen to the whole episode (and continue your audio ad masterclass), click below. Listen Here The Classifieds Time Flies When You’re Having Fun Comedy is a cluttered landscape in the world of podcasting, so it takes two original hosts to create something all its own. Comedians Rick Glassman and Esther Povitsky have done just that in their recently premiered podcast with Paragon. Both have been successfully hosting their own podcasts (Take Your Shoes Off & Trash Tuesday), but they’re now melding their own individual brands of goofiness to bring us something new. In their very first episode, they discuss taboo topics, including bodily functions, sexual mores, and dating culture. This is a reboot of a three-run trial back in 2020, which was received well by fans and has spurred this hotly-awaited revamp. Based on past performance, this opportunity is best suited for male skew clients who like explicit content and follow stand-up comedians. Do more than kill time by clicking the link below for more information. Get The Deal The Skeletons Are Now Leaving Their Closets The Jeffersonian is opening its doors once more for lovers of the procedural crime drama Bones. Show leads Emily Deschanel and Carla Gallo have teamed with Holler Audio to rewatch all twelve seasons of the immensely popular series, sometimes along with their many castmates and the crew. Though the show often dealt with grim subject matter and grisly sights, there was always a thread of comedy keeping us coming back week after week. The trailer for the 7/17 launch suggests it will be just as wacky and fun, subject to colorful tangents, anecdotes from the set, and a general deep dive into what made it so popular. This is best suited for clients looking for TV & Film options that are female-skew and already work well in the True Crime genre. We’re making no bones about it; you should click the link below for more details. Get The Deal In Case You Missed It I Want My MTV–I Mean, Spotify? Spotify is considering adding full-length music videos to its app. At the same time, Shopify announced it had surpassed 100,000 video podcasts. At its core, Spotify is an audio-first company. However, the news of the milestone of 100K video podcasts coupled with the potential to take on YouTube as a platform for music video signals Shopify’s intent to capture more share of video ad dollars–which happens to dwarf spending on audio ads. Read More Podcasting Can Buy a Beer… Almost Just as Oxford Road celebrates a big milestone of 10 years as the leading independent audio agency, podcasting is also celebrating its own milestone. Believe it or not, podcasts have now existed for 20 years. This may come as a surprise to many marketers that have discovered the power of podcast advertising in the past few years. To some, podcasts seem like an overnight sensation, just 20 years in the making. The first podcast was/is Open Source with Christopher Lydon and his perspective on why podcasts matter is interesting. He says: “I think the American people are starving for good conversation, and they find enough of it to come back time and again to podcasts.” Podcast advertising is so powerful, as it allows brands to participate in that conversation. Read More FTC Endorser Guidelines The FTC has updated its “Endorsement Guides” for the first time since 2009. The MediaPost article gives details, and according to the FTC website, “the Guides, at their core, reflect the basic truth-in-advertising principle that endorsements must be honest and not misleading. An endorsement must reflect the honest opinion of the endorser…” The new guidelines are geared to influencers on video platforms such as TikTok. However, the new guidelines are relevant to audio as they are applicable to host endorsements in podcasting and traditional radio. Read More This Week in Great Podcast Reads Jake Triplett’s Correct Opinions on Indeed  One thing you’ll never experience listening to Correct Opinions with Trey Kennedy and Jake Triplett is a dull ad read. You name the brand, and they’ll find a way to make it not only fun but memorable. Unless you’re actively looking to hire employees, hearing about a hiring platform, even from a brand holding as much weight as Indeed, might not stick. That’s why Jake Triplett recommending his co-host use Indeed’s Instant Match, if he were ever to replace him, keeps us listening to their ad read all the way to the end.  While he makes the claim in jest, we appreciate the creativity he uses to demonstrate the hiring platform’s value. This ability to not take themselves too seriously is what gives the Correct Opinions the upper hand. Without it, they wouldn’t be able to keep their reads fresh and lively, and at the end of the day, that’s the way to a listener’s ear. Listen Here Contact us for a Consultation  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!

This week on the Media Roundtable: Special Edition, the agents of influence celebrate a staggering milestone: Oxford Road’s 10th anniversary. Kicking off the festivities is Oxford Road’s very own Dan Granger hosting, with fellow Oxford Road originals Miranda Romano, Stew Redwine, Kyle Jelenik, and Gary Brown on board to reminisce on lumps, lessons, and leaps of faith. Kudos will be showered. Tears will be shed. Buckle up for nostalgia and “oh-my-god-I-can’t-believe-we-did-that” stories with the crew that’s seen it all. We didn’t raise any money. We didn’t ask for help. We just truly built this out of our trunk.” – Dan Granger First We Bootstrap – Take a behind-the-scenes look at how Oxford Road was incubated while our original Roadies still had their day jobs, plus the key decision points. Enter the multiverse of what almost was, where Oxford Road becomes a leading podcast network. One Ad, Please – Seriously, what were Podcast ads even like in 2013? Take a trip in the Wayback Machine to a simpler time and see how far we’ve come–for better and for worse. “Next time, on Serial” – In the Podcast world, it’s pre-Serial and post-Serial. What does it mean for Oxford Road when people finally understand what a Podcast is without having to explain it? And how was Serial just one of the waves our Roadies were riding? Humble Middles – How Oxford Road went from growing fast to growing too fast, and the lessons that helped everyone finally focus and allowed them to do what they do best. What Really Matters ✨– The team reflects on what they’re most proud of and what makes it all worthwhile. From homemade lasagna dinners that treat clients like family to creating the Koala Corps–when you show up and show you care, day after day for a decade, amazing things happen. To grab a seat on Oxford Road’s rocketship and hear the stories you won’t get anywhere else, listen to the full episode by clicking the link below. Listen Here The Classifieds Take a Seat at the Table This week marks the 112th episode of our podcast, Media Roundtable (we couldn’t believe it either. For newer readers to The Influencer or those not up to speed on the podcast’s history, we encourage you to dive deeper into our back catalog – because it’s changed. With early interviews from industry play-makers like Norm Pattiz to podcast hosts like Adam Carolla to our entire second season, where we shifted focus to reuniting a divided nation through media, we think newer listeners will enjoy a look back to the show’s earlier days. Additionally, we’d like to give a special thanks to our partners at PodcastOne, who have dependably edited and hosted the show since the beginning. Listen Here In Case You Missed It We Came for the Revolution Oxford Road was founded ten years ago yesterday, and we chose this week as a metaphor to mark our Declaration of Independence. Our fearless leader Dan Granger recently got nostalgic about the founding of this agency, the celebrations, the sucker punches, and everything in between that has happened over the last decade. But the one thing that remains constant, and what Dan says will be increasingly important as technology advances, is the relationships made along the way. As a reader of this publication, you are a part of this journey. Thank you-we look forward to what the next decade brings. Read More This Week in Great Podcast Reads Billy Boy Goes Out of Pocket (NSFW) Our database has tens of thousands of airchecks, but one, in particular, has lived in our collective conscience rent-free for nearly ten years. In the early days of this agency, Bill Burr’s Monday Morning Podcast was a staple because it worked (it still does), but his approach to his ad reads always had our stomachs tied in knots. Like Ron Burgundy, Bill would read everything our copywriters would put on the page, including prompts and notes (see his take on when we launched the Ring Video Doorbell). Eventually, we learned how to navigate through this, but Mr. Burr’s ad-libbing really had our team on the edge of our seats. Case in point, his take on the Nature Box spot had some of us wondering if we needed to look for a new job. Burr stumbled through the copy, made fun of the advertiser while mispronouncing their name, and told his listeners to buy a banana instead of wasting money on their offering. We collectively decided to take the account in a different direction, yet after the dust settled (and there was a lot of dust), the ad crushed performance goals. This aircheck alone spawned the idea for Oxford Road to partner with AdFontes and Barometer so future advertisers could avoid such an instance (if they want to). Listen Here Contact us for a Consultation  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!

Broadcast week #27, and just like that, we enter the second half of the year!  Sadly, there is no podcast this week, but the Media Roundtable team returns next week for a special anniversary edition, so stay tuned.  This week, The Influencer kicks off H2 with a classic edition to keep you in the know on the news stories you may have missed, podcasts you should consider, and examples of podcast hosts who get it! Check it all out below. The Classifieds Groundbreaking Sitcom Gets the Podcast Treatment Fresh from their Max Documentary and national tour, the hosts of Smartless are premiering yet another show in their fast-growing network. Available via Wondery, Just Jack & Will brings back Will and Grace leads Sean Hayes and Eric McCormack for a much-needed rewatch of their 11-season sitcom. In their first couple of episodes, the duo easily reminisce about the ups and downs of television production in the late nineties, the eventual character arcs of the four leads, and reveal never before heard details. So far, they have interviewed iconic showrunner James Burrows and creator Max Mutchnick, but it’s likely we will also see appearances from Debra Messing and Megan Mullally. Get your own Stoli on the rocks with a twist, don your Cher wig, and shimmy to the link below for more details. Broadway Star Gets the Queen Treatment Beloved by Broadway, thanks to their starring role in Chicago, Jinkx Monsoon is a powerhouse presence in the entertainment world. Probably best known for their wins on RuPaul’s Drag Race and All Stars, Jinkx has always been seen as a kooky character who honors vintage pop culture. Extremely personable in and outside their community, Jinkx spends each episode of their podcast interviewing friends and celebs alike. Available for sponsorship from Slate through Forever Dog, this opportunity is best suited for advertisers looking to reach pop culture and TV show-obsessed Millennials and tastemakers alike. This is also a great choice to book seasonally around Drag Race competitions. Keep saying, “water off a duck’s back,” and you’ll easily find the link below. In Case You Missed It Podcast Forecast: Sunny with a Chance Podcasting has seen explosive growth. In fact, since 2020, spending on Podcast ads has more than doubled to approximately $2.0 billion, according to eMarketer data. Eric Nuzum, the Audio Insurgent, notes a concerning trend: despite the increase in new shows, the average audience per show has decreased. He suggests publishers remedy this by producing better content with more effective marketing support to build their audiences. Kind of a no-brainer, right? There is strong demand for Podcasts by consumers and advertisers. To capitalize on this demand and to continue the growth trajectory for Podcasts, publishers need to invest in compelling content that is marketed to reach new audiences. Read More So Long Stitcher This week, the Lilo & Stitch celebration, 626 Day, happened (apparently, that’s a thing), but over at the popular podcasting app and web service, Stitcher, nobody is celebrating. By way of Ashley Carmen from Bloomberg, SiriusXM will shut down Stitcher on August 29th to make way for its updated SXM app, set to launch in the fall. The decision was made to consolidate their podcast offerings and focus on integrating podcasts into their flagship subscription service. With the launch of the updated SXM app, folding in content from Stitcher makes sense. The SXM app has a broader distribution which should drive growth for Podcasts currently on Stitcher. One change: the Stitcher app had an ad-free tier, while the SXM app won’t for Podcasts.  Read More Nielsen Reports on All Things Audio When it comes to audience measurement, Nielsen is the gold standard, and reading their most recent report on Audio is mandatory for all Influencer readers. In addition to other surprising findings, the report shows that AM/FM radio delivers mass reach and is the dominant audio channel for time spent listening. The report also shows changes in Podcast listening with heavy usage increasing, especially while commuting and traveling. When it comes to driving short-term performance, Podcast and Streaming Audio have increasingly become the lead audio channels. However, Radio is still the lead audio channel for delivering broad reach. Just ask P&G. Read More This Week in Great Podcasts Jade+X.D’s Payday Hack This week the Jade+X.D. podcast challenges your conventional idea of payday with their endorsement for EarnIn, the app that lets you access up to one hundred dollars of your paycheck a day within minutes of earning it. Xavier D’Leau(the X.D. in Jade+X.D.) dishes from personal experience, having used the EarnIn app back in his days working a 9-5 job. It’s a good sign when you hear the host light up about a product he no longer uses, especially when he can express how it made getting by in an expensive city like New York easier. Xavier makes his message feel relatable and effortless while not sugarcoating the facts. That’s what the Jade+X.D. podcast does so well–strike that perfect balance between being no-nonsense with the facts while keeping the ad fun for listeners. Listen Here

This week on the Media Roundtable: Special Edition, the agents of influence are sifting through Spotify news, next-level AI ads, the demise of exclusivity, and the main event: the battle of the KPIs: ROAS vs. CPA. Grab your popcorn–let’s dive in. The new show format continues this week with Oxford Road’s Dan Granger and James Cridland (Podnews, Podcast Business Journal) breaking down the biggest news in the media world alongside Ricardo Martinez and Charisse Miller. For the second half of the episode, we transition to Jennifer Laine, who attempts to wrangle a panel of Oxford “Roadies,” including Dan Granger, Kyle Jelinek, Giles Martin, Ricardo Martinez, and Charise Miller, to answer the age-old question; “how do we track success?” On everyone’s mind: Megan’s Out, Trevor’s In – After 12 episodes and a $20M upfront payment, Megan Markle’s exclusive show is ending on Spotify. Up next, a Trevor Noah podcast (with no exclusivity or upfront payment). Does this signal a sea change for the industry? If so, it could help lower advertiser CPMs. “Nice Blue Shirt” -Joe Rogan -Adtech company A Million Ads announces an AI-powered ad product with the power to change fundamental parts of ads based on data triggers–like a synth host voice commenting on our clothing from our purchase history. Creepy, cool, or just the next mail merge? All of the above. There’s Probably A Patreon – From Pew Research: Almost a third of top-ranked podcasts have a paid subscription option, and around the same amount sell merch. How does a diversified revenue approach affect the host-advertiser relationship? ROAS vs. CPA – Which should guide your dollars? Return on Ad Spend or Cost Per Acquisition? The wrong KPI means leaving money on the table or lighting it on fire. Enter the cage match for the most exciting KPI fight ever recorded on audio. Learn the hidden pitfalls and strengths of ROAS and CPA so you can make better choices. Short on time? A recap of each topic is shared below, but for industry insights you won’t get anywhere else (and to develop your own spicy take on the ROAS vs. CPA), listen to the full episode by clicking the link below. Listen Here The Classifieds Gen Z Network Debuts Terrified Tik Toker Brat TV is an emerging network featuring Tik Tok creators in their podcast debuts. Their newest production is a welcome addition for Gen Z and LGBTQIA+ audiences and features interviews with all the trendiest online creators. Gay and Afraid is hosted by Eric Sedeño, an established internet celebrity and IRL BFF, for a loyal following of 850k. Every week the show features an in-depth interview with a guest from the most niche, underground internet platforms. Full of camp, broad comedy, and inside jokes, you’ll love learning more about your favorite creators for the first time. Brat TV has been a great overall performer for our DTC female skew clients targeting a younger demographic. Don’t be afraid to click the link below for more details. Get The Deal You Should SURely Sponsor This Show We’re still seeing the Vanderpump Rules cast, old and new, climbing the podcast charts one by one. With the explosive Scandavol still in progress and Randall’s misdeeds outlined in a new special, everyone wants the skinny straight from the horse’s mouth. Kristen Doute was a cast member on the show from 2013 through 2020 and even dated Tom Sandoval while starring on the show. Now she’s using her Cloud 10 exclusive podcast to speak her mind, air out the sordid details, and interview her former co-stars on the whys, the whens, and the hows. Outside of recent events, Kristin spends most episodes conversing about dating, relationship advice, sexual health, and the reality TV landscape. Don’t be a hashtag, girl, be a person by clicking the link below. Get The Deal In Case You Missed It Spotify, Spotify, Spotify The Megan Markle podcast is off Spotify due to a lack in performance, yet they signed Mr. Trevor Noah to the team on a NON-EXCLUSIVE basis. Is this the end of exclusive content, and more importantly, the end of celebrities getting multi-million upfront deals site unseen? Our panel suggests it may be. Next, Spotify was fined five million dollars by the Swedish Data Protection folks (not the official title) for not adequately explaining how they use personal customer data. This led the panel to discuss all the fantastic and scary things happening with your data. But the biggest news coming out of the Shopify camp wasn’t discussed on our podcast. This week, we all learned that Podsights is “Shopify Audio Analytics.” We all know it was a matter of time, but the bigger surprise is the cost. Shopify hired Larry Miller for their pricing strategy because now it’s freeeeeeeeeeee. So far, it seems like business as usual, but it will be interesting to see how the market responds. Will networks back out of Spotify’s tracking, or will it become the standard? Read More Check Out My Profile Pew Research examined the 451 top-ranked podcasts over the past year and has published their findings in a recent massive report providing countless stats on the medium as a whole, including: True Crime is the most common topic 15% focus on news Almost a third have paid subscriptions Just 8% of top-ranking podcasts are exclusive to one platform Check out the full report using the link below or the podcast for the hot takes. Read More Aye Aye AI The robots are taking over. A Million Ads (AMA) has launched Studio.ai, an AI-powered product that generates multiple creative iterations in seconds. The solution allows advertisers to select relevant data triggers for highly-personalized ad experiences and is available globally for advertisers on audio platforms like Spotify, Pandora, Acast, and iHeart. At its core, this all sounds great, but it begs the question of credibility. It’s one thing to play around with a general VO artist’s voice in an ad, but what about celebrities and show hosts? It’s about to get weird. Read More This Week in Great Podcast Reads Love Murder, Love Shopify There’s no substitute for a show host sharing their personal experience using a product when it comes to ad reads, especially when they are part of the brand’s target audience. Jessie Pray and Andie Cassette, hosts of the true-crime podcast Love Murder, dive deep into the e-commerce platform Shopify this week, showing how their narrative talents also apply to product endorsements. This pair certainly have a knack for transporting a listener, as can be witnessed from the many gruesome tales shared on their podcast. In this instance, though, they put us in the shoes of a small business owner, taking us through all the emotions one experiences, from worries about order management to feeling overwhelmed. As a small business owner herself, Andie can bring another level of authenticity. If you’re looking for a podcast that can demonstrate that emotional connection with a brand, Love Murder is the way to go. Listen Here Contact us for a Consultation  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!

This week on the Media Roundtable: Industry Edition, the agents of influence are teaming up with the Podcast Business Journal to tackle exclusivity, availability, a hybrid audio marketplace, and more. Let’s jump in. Leading the charge again is Oxford Road’s very own Dan Granger on the host microphone, with fellow Oxford Road experts Stew Redwine, Miranda Romano, and James Ingrassia. And we’re welcoming back fan favorite James Cridland (editor of the Podcast Business Journal and Podnews). On everyone’s mind: Top Heavy, Long Tail ️– The top 10 shows reach 35% of all podcast listeners, according to Edison Research. That goes to 60% with the top 100 shows.  As an advertiser, when do you focus on the big buy, and when do you look to the long tail? We’re talking niches, tests, and moats. Gov’t Saved the Radio Star? ‍ – On the heels of EV makers saying new cars won’t have AM radio, broadcasters want the government to pump the brakes, citing emergency broadcast needs. The bigger issue: outside of emergency broadcasts, there’s not a lot most listeners find compelling on AM radio. If You Liked That, Try This – Podchaser launches Collections+, an AI-powered lookalike finder for podcasts. Pros: Goes deeper than descriptions to understand connections on a content level. Cons: Just because they sound alike doesn’t mean they perform alike. We’re No Longer Exclusive – Spotify reverses course on exclusivity for Dax Shepard’s Armchair Expert. It makes sense–tough to grow reach and ad revenue from behind a gate. Who wins in the tug-of-war between advertisers, fans, creators, and publishers? 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. Listen Here The Classifieds Left-Wing, Right-Wing, Ain’t Nothing But a Chicken Wing If you know who the OG of the OC is but not AOC, we might have the right podcast for you. Advertisecast and hosts Julie Goldman and Brandy Howard want to demystify, enlighten, and entertain you by detailing the week in politics; in the same vein as reality TV recaps. Their off-brand opinion-based rhetoric is invigorating and uplifting, lending a more casual approach to the news.  They have been successful with this approach for some time,  having become a top agency performer in the society and culture genre for a myriad of clients, across multiple targets. Those looking to reach highly educated young professionals interested in diversity should look no further. Become a policy wonk and join the campaign trail by clicking below. Get The Deal Fictional Stories for a Real Deal Fiction podcasts have long been the bridge between old-time radio and the podcasting landscape of today. Realm podcast network has been a high performer in that arena since its inception. They’re currently offering a run-of-network package for their shows’ back catalogs and offering a competitive CPM to do so. Many offerings are available in the science fiction, horror, action and adventure, thriller, fantasy, and mystery genres. Some top-tier celeb talent have also lent their voices to projects such as Echo Park, Spark Hunter, Marigold Beach, Power Trip, and many more. Recent acquisitions have included Lipstick and Vinyl, a female-focused network with many diverse creators. Find the best deals within your domain by clicking below. Get The Deal In Case You Missed It Don’t Say Goodbye to AM Just Yet The government may intervene to save AM radio in cars. The existential threat to terrestrial isn’t the siphoning off of the audience by digital audio – radio has proven to be pretty resilient – it’s that automakers will stop producing cars with radio as standard equipment. Now, the long-term viability of AM rests with congressional action requiring automakers to offer it at no cost to consumers. Stay tuned. Read More Dax’s Armchair Goes Beyond The Walled Garden Spotify’s recent announcement to move away from exclusivity is not surprising considering its efforts to make the business more profitable. Exclusivity has limited audience growth and ad revenue. As the second most popular podcast platform, Spotify aims to capitalize on the broader podcast ecosystem, experimenting with windowing strategies and finding ways to balance platforms and show growth to attract and retain listeners within their ecosystem. Audience growth leads to increase supply and opportunity for advertisers to buy at decreased pricing and reduced terms. Read More Alzheimer’s Breakthrough – Jingles VMLY&R Commerce & Health in Puerto Rico has initiated a program where the old advertising jingles are used as a non-pharmacological therapy for Alzheimer’s patients, utilizing the evocative power of music to bring back memories and ease symptoms of agitation. They partnered with the Spanish Broadcasting System to sift through over 80 years of radio archives, resurrecting the most famous advertising jingles, which are then used to create personalized playlists based on a patient’s birthdate. This innovative use of old advertising jingles is a powerful reminder of the enduring impact of audio advertising. Given their ability to evoke memories and emotions, advertisers should consider the potential of catchy jingles as a timeless marketing strategy. With the resurgence of audio platforms like podcasts and audio-based social media, there may be renewed opportunities for memorable jingles to not only promote brands but also to contribute positively to the broader community. Read More Oxford Road Debuts New Podcast We mentioned it at length last week, but fan favorite and Oxford Road VP of Creative Services Stew Redwine has launched a new mini-series called Ad Infinitum, which in his own words, is decades of experience wrapped into one show for a masterclass on audio ads. The show’s first guest is Dallas Taylor (last heard on a killer Media Roundtable episode). Dallas is the Creative Director of Defacto Sound, the sonic source for the world’s most thoughtful brands, and host/creator of the award-winning podcast, Twenty Thousand Hertz. Read More This Week in Great Podcast Reads Focused on Fresh, Healthy Dog Food As distracting technology becomes increasingly present, a voice like David Sparks is refreshing. His podcast Focused is all about staying productive in a world full of distractions, so it’s no wonder why he’s got a dedicated following that’s likely to grow. One thing that’s no longer a distraction for David is his dog’s food, as we hear in his recent ad read for Nom Nom, board-certified real food for dogs that’s fresh. While you might think getting a testimonial from his dog would be hard, he manages to get the most honest feedback you could hope for—his dog licking the bowl clean where she might have smelled other food and walked away. There’s nothing like a host on his noble mission to deliver genuine feedback and further help a brand’s credibility. Listen Here Contact us for a Consultation  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!

Rather than dropping a typical Media Roundtable podcast this week, we’re launching a completely new show! Fan favorite and Oxford Road VP of Creative Services Stew Redwine is launching a new mini-series called Ad Infinitum. This is the only podcast solely focused on audio ads, the creatives who make them, and the latest thinking that informs them. The show’s first guest is Dallas Taylor (last heard on a killer Media Roundtable episode). Dallas is the Creative Director of Defacto Sound, the sonic source for the world’s most thoughtful brands, and host/creator of the award-winning podcast, Twenty Thousand Hertz. The first season will focus on individual Audiolytics™ Key Components and how they show up in the ads for some of the top spenders in audio. Episode 1 is titled “Starting Right” and Focuses on Audiolytics™ Key Component #1, “Setup: Why Should I Listen?”. Tune in to hear: The Home Depot vs. Lowe’s Audio Showdown Dallas is taking a stand on behalf of humanity against AI voices Some spicy ad takes, takedowns, and breakdowns Interpreting top audio spenders with Audiolytics™ We’ve gathered decades of experience onto one show for a masterclass on audio ads. Click below to listen to the whole episode (and never hear an ad the same way again). Listen Here The Classifieds Get Ready to LOL at the TL;DR Summer is here, and with it comes the beginning of Pride month here in The Influencers’ classifieds section. This week’s LGBTQIA+ podcast comes from Lipstick & Vinyl. It is hosted by YouTuber vlogger Rachel Ballinger ( the sister of fellow podcast host Colleen Ballinger, of similar YouTube fame) and Emily Brostaff). Together the Millennial duo speaks on topics geared toward internet culture, YouTube current events, and everything wacky and weird. The show also often touches on conspiracy theories and deep dives into popular culture and celebrity gossip. We have seen this show perform extremely well for several advertisers through the years, making it a great option for any client looking to target a female skew Gen Z audience who is social media focused. YOLO, so just click the link below. Get The Deal Friendly Southerners Put the Good in Feel Good Most society and culture offerings sit squarely in the Millennial and Gen Z age range, full of up-and-coming influencers either figuring out their lives or telling you the best way to live yours. Hosts Jennifer Welch and Angie Sullivan have no such machinations in their stirringly hilarious podcast I’ve Had It. Freshly debuted with PodcastOne, these two rough-and-tumble Gen Xers speak their mind, go off the cuff, and give cogent opinions on our unsaid thoughts every day. Though very new, it’s already a top entry on Apple Podcasts and Spotify and is performing above goal for several female skew clients. If you, too, have “had it”, please click the link below for more information. Get The Deal In Case You Missed It GenZ Deadass Loves Podcast Sounds Profitable recently highlighted a report from SiriusXM and Edison Research on the podcast listening behavior of the GenZ cohort. 47% of 13-24 year-olds listen to podcasts monthly, surpassing the US average of 42% (according to the 2023 Infinite Dial study from Edison Research). GenZ is growing up with podcasts as a part of their media behavior – 60% of listeners started listening in their teens, and 16% started under the age of 11! With the oldest GenZs now working and on the cusp of major life-stage moments such as getting married, buying their first home, etc., they are now an increasingly important segment for marketers. The good news is that they listen to podcasts and engage with the advertising. Read More The 2023 Podcast Download Cumulus Media and Signal Insights released the tenth installment of their Podcast Download report. Besides more highlights on YouTube as a rapidly growing platform for podcasts, a few highlights that stood out are: Podcast ads deliver to the harder-to-reach viewers of ad-free video Advertiser’s use of podcasts has risen from 15% to 61% in the past seven years Watchable podcasts are growing in popularity and are being driven by new, younger listeners. Podcast advertising is still having its moment right now. Not only does the total reach continue to grow, but this data also suggests the medium provides access to a younger audience who are becoming increasingly difficult to reach. Because nearly half of Gen Z’s viewing time is with ad-free video, and because most do not subscribe to pay TV, reaching this younger demographic requires new marketing tactics, and podcast fills that need. Read More Audiobooks – A Sleeping Giant? By way of Sounds Profitable and highlighted recently in Hot Pod, the Audio Publishers Association released two new surveys about audiobooks and those who consume them. One of the more notable discoveries was that audiobook consumers skew young–Gen X and younger. Perhaps more surprising is the scale – the audiobook industry hit $1.8 billion in revenue in 2022 and is poised to grow. Audiobooks are a segment of audio consumption that doesn’t receive much coverage, partially due to the lack of advertising opportunities from a marketing perspective – but that may change very soon, as noted here. We will keep an ear on this one for you. Read More This Week in Great Podcast Reads Unashamed of Their Underwear  Not all of us are comfortable talking about our underwear choices, least of all with our dad on one of the biggest podcasts on Blaze Media’s roster. That’s why there’s a father and son duo like Phil and Jase Robertson(and the rest of the Robertson clan) who can do justice to an ad read for Tommy John underwear the way they did on the Unashamed with Phil & Jase Robertson podcast. It’s about as amusing as you’d hope with an account of Phil’s upgrade to the 21st century with his cutting-edge Tommy John underwear while feeling authentic at the same time. With a gang like this reading your copy, you can usually bank on more than one testimonial. Be it duck calls, politics, or their underwear, each man will have his own opinion on the matter, and that’s when you’re gonna be glad you picked them. Listen Here Contact us for a Consultation  OXFORd In The News Read More 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!

Summer is unofficially here, meaning backyard get-togethers, hiking adventures, and summer road trips–all adding up to more time chatting with friends and family.  We have great news. Listening to this week’s episode will ensure you’re informed and ready to conquer any awkward silence with the most important topics facing marketers today. This week we have a special 2-part edition of Media Roundtable. We kick things off with an entirely new segment we’re creatively calling Industry News with Podcast Business Journal featuring James Cridland, Editor of Podnews and Podcast Business Journal.  With Oxford Road’s Jennifer Laine hosting, James is joined by Dan Granger and Neal Lucey to discuss how this new segment came together and what it means for audio advertising nerds like us. Then the team gives a taste of what this segment will sound like as the panel dissects this week’s biggest topics. YouTube’s Podcast Plans ▶️ – We got hold of YouTube’s RSS ingest trial details for podcasting, which doesn’t leave a lot of space for podcast ads. Attack of the Clones – Spotify was claimed to be building AI-cloned voices for host-read advertising. Our panel discusses the pros and cons of the new technology. Edison Travels Across the Pond – Edison Podcast Metrics is set to launch in the UK. It will be the country’s first ranker. Why did it take so long? It’s All About The Benjamins – Acast released ROI data in the US for podcast advertising, and the results are seemingly wonderful. Podcasts Up Down Under – The IAB reported that podcast ad revenue saw 20.7% annual growth in Australia. (This is against a total online ad revenue decline in the country of 0.8%). As if this weren’t enough, for the second half of this two-parter, Jennifer shifts to a new panel featuring Oxford Road Giles Martin, Steven Abraham, Kyle Jelinek, and Neal Lucey as they talk about the state of audio internationally. Discover the hard-learned tricks you should employ and the potential pitfalls you need to avoid while advertising in new countries. If your business is looking to expand audio advertising efforts outside of the US within the next year, you will not want to miss the second half of this episode. Listen Here The Classifieds Limited Series Grants Unlimited Potential Hosts Esther Yoon-Ji and Susie An are working to change the perception of Asian women in popular culture with their WBEZ Chicago limited series Shoes Off: A Sexy Asians Podcast. Each episode features an interview with an Asian cultural figure (John Cho, Sameer Gadhia, Lisa Ling) wherein they ask the question: How do you define being sexy? These candid, nuanced, and heartfelt conversations bring long-buried issues to the forefront while providing a loving look into these celebrities’ lives. Repeating topics and themes include mental health, media criticism, pop culture, and nostalgia. Similar shows have done well for clients looking to reach a highly educated, diverse, and value-based audience. Now put your shoes back on and walk yourself over to the link below. Get The Deal Cultural Appreciation Gets Dumb June is upon us, but we’re finishing out our spotlight of AAPI-hosted podcasts for May with two great selections. Hosted by the rapper and actor Dumbfounded, Steffie Baik, and Rick Lee, Fun with Dumb is a weekly podcast that showcases the complexities and cultural touchstones within the Asian community by interviewing all AAPI guests. Interviewees run the gamut, from icons such as chef Roy Choi and comedian Bobby Lee to unknown up-and-comers like rapper Ted Park and stunt driver Sara Choi. Every episode is extremely casual and features captivating conversations that often veer into inappropriate yet comical territory. The video portion of the show is bright and colorful, often encompassing an expert level of branding that our advertisers have linked to higher performance. Become more culturally literate today by clicking the link below for more information. Get The Deal In Case You Missed It Podcast Going Down the Tubes? Podnews obtained a document with full details of a YouTube “RSS Ingestion” pilot running with some partners. The service pulls new audio from an RSS feed to automatically upload to YouTube, complete with a static image of the show art. This all sounds great, except that YouTube says, “regular ads are not allowed to be uploaded to YouTube. [They] request feeds to be ad-free.” Sounds like a big win for YouTube and perhaps some content creators, but ultimately, not great for podcast hosting companies and some networks. Read More What’s a Clone’s Favorite Letter? The answer is “W.” It took us a second too. Our panel discusses how Ringer founder Bill Simmons “leaked” that Spotify is reportedly developing AI clones trained on its hosts’ voices to create targeted ads. Theoretically, this tech could lead to “host endorsements” losing most of their impact. Still, some on our panel suggest it could aid in translating or re-versioning content to appeal to specific geography. One thing is certain: Pandora’s AI box can never be closed. Read More Edison Sheds Light On UK It’s almost embarrassing that there hasn’t been a true ranker for the UK podcast space. that’s all changed now that The Edison Podcast Metrics survey research is underway, with data from Q2 2023 available sometime in Q3. The panel discusses how the data was almost all UK-generated content except for The Joe Roan Experience. Expanding podcast rankers into more international territories will be an invaluable aid for advertisers looking to expand their international presence – a topic that the team dives into head-first in the second half of this week’s episode. Read More Somebody Finally Measured Podcast ROI Oxford Road has been doing it for nearly a decade, but Acast released new research on the effectiveness of podcasting for return on ad spend among US marketers. While our panel agreed that the $2-$6 ROI seemed within range of what we see daily, some of Acast’s conclusions were brought into question. The largest claim that didn’t sit right was where the data suggests “marketers who invest in podcast audiences’ interests and behaviors” have the strongest returns on their investments – countering the ten years of data we have on podcast performance here at Oxford Road. Considering grouping thousands of smaller shows into targeted audience chunks for advertisers is Acast’s specialty, the findings seem on-brand. Read More Podcast Up Down Under Last week, the IAB reported on the state of digital marketing in Australia. While digital marketing is down .8% after a banner 2022 year, audio saw a 13% increase in ad spend YoY, with podcast showing 20.7% growth! This growth is not just in Australia. Podcast is booming internationally, Australia and UK have a leg up, given their primary languages, but this is a gold rush! Let us be your trail guide. Read More This Week in Great Podcast Reads An Apple(Insider) A Day… Stephen Robles has a way with words when it comes to Apple products, but to assume his skills as the host of the AppleInsider Podcast end there would be a mistake. Sure, he can give you the latest scoop on any and all things Apple, but his ability to break down tech products in an engaging way without getting lost in the weeds is his true skill. His recent ad read for Zocdoc could have been a product review because he gives you everything you want to know about the app from his own personal experience in an easily digestible way. He demonstrates the healthcare app’s value in just a few simple steps: 1) Take a picture of your insurance card, 2) See all the doctors your insurance takes, 3) Find the top-rated doctor. Bingo! Doesn’t get easier than that. A great demonstration like this, plus the fact that he mentions having used the app multiple times, even for his own child, earns this AppleInsider read a five-star rating as far as we’re concerned. Listen Here Contact us for a Consultation  OXFORd In The News Return of the Attack of the Clones For readers who also listened to this week’s Podcast, you’ve already heard  Oxford Road Founder and CEO Dan Granger’s thoughts on the AI-generated podcast voices Spotify is exploring. Dan was also featured in Bloomberg’s recent The Soundbite newsletter, where he stressed the importance of maintaining trust between hosts, their audiences, and the brands they endorse, expressing caution about introducing artificial elements into personal endorsements. As AI technology evolves, we will always prioritize genuine connections between brands, podcast hosts, and their audiences. Read Dan’s Post Here 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!

Spring is out, and Summer is coming at you faster than time Jimmy went head-first down the nearly vertical slide at Raging Waters. This week’s edition is a podcastless version of The Influencer, but that doesn’t mean we won’t share the media info you need to know. Keep reading to learn more about: Our penultimate group of AAPI podcasts you should consider sponsoring. The media news stories you may have missed, like how AI is changing the endorsement landscape and how the writer’s strike will affect your marketing efforts. An example of what may be the most transparent personalized endorsement ever recorded from a host who is not afraid to talk about the tough subjects. That’s all we’ve got this time around. For this weekend, may your BBQ be hot, your iced tea be cold, and may we all remember those who made the ultimate sacrifice to serve our country. Happy Memorial Day! The Classifieds Candid Comedians Create Chuckles Our May classifieds will continue highlighting AAPI hosts, and our selections this week feature female-hosted comedy offerings.. Hosts Annie Lederman, Esther Povitsky, and Khalyla Kuhn are all well-known comedians with a penchant for foul language, radical empathy, and open dialogue that would make most people blush. While most podcast hosts try to be your best friend, this trio emanates cool girl energy, untouchable yet entertaining. Brought to you by All Things Comedy, the now two-year-old podcast has been a go-to for any client looking for female-focused options with a simulcast insertion. Though the content is decidedly NSFW, the slate of guests more than makes up any brand safety concerns, including heavyweights such as Nikki Glaser, Jamar Neighbors, and Tefi. Women’s Internet Protector Becomes Podcast Maven Growing a thick skin can be challenging to do in today’s world, but Tik Toker Drew Afualo has somehow done it and is helping others grow their own. Recently partnering with Spotify and available on Past Your Bedtime’s YT Channel, Drew’s show has gained immense popularity with TikTok-focused Gen Z listeners. Drew’s your friend, big sister, and protector, and in her interview-based podcast, she speaks to other internet celebs about her unique brand of female empowerment. If you’re looking for a sassy comedic society-and-culture offering, The Comment Section should be at the top of your list. In Case You Missed It Why You Need to Care About the Writer’s Strike You wouldn’t think the Writer’s Guild strike would impact podcast, but it does. With fiction and story-based podcasts all under the guild’s purview, audio’s darling has not eluded the first WGA strike in 15 years. However, nonscripted podcasts and non-produced streaming content will undoubtedly fill in gaps for those interested in must-see TV and new, timely content choices. Unscripted everything will have higher than average engagement, and marketers getting in now will reap the benefits. Read More Audio A.I. Part One A.I. technology is changing everything, and this week, we have two examples of how one of audio’s biggest players is addressing both the pros and cons of this emerging technology. First, the sweetheart of streaming, Spotify, is actively removing songs created by the AI.. music generator Boomy as a part of their ongoing effort to root out artificial streaming. But while they’re limiting the use of A.I. on that front, Spotify is embracing it elsewhere… Read More She’s a Woman (Audio A.I. Part Two) On the other side of the A.I. coin, that personal endorsement on your favorite podcast might not be as authentic as you thought. Business Insider reports that Spotify is developing AI technology to mimic their hosts’ voices in their advertisements. Bill Simmons, the founder of The Ringer, which Spotify now owns, is quoted in the article discussing the application of the technology for advertising.  This could mean a future where synthetic voices are used for host-read advertising. Another application cited is the ability to use the technology to translate Podcasts into other languages, thereby expanding reach to new audiences. Advancements in A.I. technology are unfolding, with principles and rules mostly unwritten. In the new world of A.I., it will be paramount for publishers and advertisers alike to be transparent on how the technology is applied. Read More We Have Some Work to Do Despite our best efforts, digital audio advertising is still a work in progress. The World Advertising Research Council (WARC) conducted research on the growth potential for digital audio advertising, particularly in the podcast industry, and summarized that lower adoption of digital audio is likely due to lower awareness among marketers. For example, almost 25% of respondents in the study remain unaware of live-read ads. Regular readers of The Influencer: this means you are more knowledgeable about the audio ecosystem than the average person, which could be a competitive advantage against other marketers still catching up to the power of digital audio advertising. Take all the land grabs you can now before everyone else discovers our secrets. Read More This Week in Great Podcasts The Hiring Tool Behind the Velvet Rope Nothing inspires an audience quite like a good redemption story, and when you get one from a host as honest as David Yontef, it’s as good as gold. In a recent read for the hiring platform Indeed, David shares a story about when he had to fire several employees because he lacked the proper resources to vet potential hires. David shares how pre-vetting candidates with Indeed has helped transform his hiring process and invited his loyal audience to do the same. David’s ability to be so open should be no surprise since he hails from Reality TV, and his podcast Behind the Velvet Rope features spills back the curtain on Reality TV’s most recognized names. If you’d like the influencers supporting your brand to be as enthusiastic as David, click below to learn how we approach matching the right brands to the right hosts. Listen Here

Welcome to the Media Roundtable, Industry Edition! In this episode, we’re recapping the IAB Podcast Upfronts conference highlights. Our fearless host is once again Oxford Road’s very own Jennifer Laine, along with fellow Oxford Roadies and Upfront Attendees Steven Abraham,  Spencer Semonson, Kristen Duenas, and special guest, Director of Digital Audio & Video for the IAB, Matt Shapo, taking a well-deserved victory lap from the event. Missed the Upfronts? We’re giving you a front-row seat to trends and your new favorite show so you can like it before it’s cool (Spoiler Alert: It’s probably NPR’s Body Electric). Niche is the New Cool – Networks are slicing, dicing, and bundling what they hope are deeply engaged audiences. One very smart approach from The Believe Network is next-day recaps of every game from major sports leagues featuring players from each team. This might be the gold standard in niche-perishable media. Cross-Channel Power Play – How do you take advantage of ads on companion podcasts? Imagine sponsoring a TV show and then deepening your campaign with that same message on the companion podcast recapping the show. We’re covering all this and a whole lot more, from tapping into built-in audiences, what amazing co-branded content looks like, and what next year’s upfronts could look like for the fastest-growing channel in digital media. To hear the full episode, click the link below. Listen Here on Spotify Listen Here on Youtube The Classifieds Freestyle Rapper Finds Footing in Podcasting May is Asian American and Pacific Islander Heritage Month, and Oxford Road has been highlighting creators and hosts from many of these communities in our classifieds. Our first selection is a strong performer in the Society and Culture genre, hosted by former Wild ‘N Out cast member Timothy Chantarangsu. Though his background is in improvisation and freestyle rapping, most of his episodes tackle more intimate subjects related to family life, relationships, and friendship. When he and co-hosts Nikki Blades and Ricky Shucks dive into pop culture, it’s a comfortable, easy conversation that makes you feel like you’re in the presence of friends. This Kast original has been a great performer for DTC brands and is best suited for male skew clients looking to target Millennials. Take a shot of reality straight up, and make your mark on the world by clicking below. Get The Deal Bring Back My Girls! The RuPaul empire continues to expand with the crowning of Sasha Colby and the new season of All Stars 8. Fans are yet again looking for trusted voices to add their commentary to the mix. Repeat judges Alec Mapa and TS Madison will return for the definitive companion podcast to break down the runways, challenges, and backstage drama we all love. What differentiates this show from the extensive slate of other Drag Race-related content is that these icons are often at the judges’ table or backstage and then bring on contestants as guests to hear the gossip, talk through their strategy, and learn more about them. Squirrel Friends is gaining traction for advertisers with a younger, female-skew target audience and shows no signs of slowing. No tea, no shade, no pink lemonade, but you need to click below to learn more. Get The Deal This Week in Great Podcast Reads Seal Alligns with Moink Mission Few people can begin a sentence with “the time I killed Osama Bin Laden.” But if you find yourself working with a host who can legitimately say that phrase, you do not need to worry about audience engagement. This is precisely what happened with the host of The Operator with Rob O’Neill and his recent read for our advertiser Moink. The opening statement of the ad reels listeners in as Rob shares how he employs a war tactic when purchasing store-bought food but transitions to letting his listeners know that Moink’s meat is of the highest quality in the world and supports Moink’s mission to fight for the family farm. If you need to find hosts that believe in your company’s mission at this level, Rob is the poster child of what that looks like. Listen Here Contact us for a Consultation  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!

“Don’t be in a hurry to rise to the top so quickly. Feel free to take a little bit more time, because the slower and steadier your rise, the more stability every one of your decisions and every one of your new trusted listener relationships will have.” -Kraig Kitchin This week on the Media Roundtable, Dan Granger speaks to Kraig Kitchin. In 1987, Kraig redefined broadcast syndication as a Co-Founder of and President of Premiere Radio, and today is the Chairman of the National Radio Hall of Fame (and a long-time friend and Advisor to Oxford Road). While much of today’s audio industry behaves as though our field was created by the launching of Serial, there are lessons learned from the 100 years before it that we can all profit from today. Kraig has been in the room where it happens for two generations and makes his wisdom available to us all to help us navigate the changes ahead. Kraig’s been an on-air talent, was a sales manager of the Katz Radio Group in LA, managed and worked with high-profile radio hosts like Jim Rome, Rush Limbaugh, and Steve Harvey, Co-founded Premiere Networks, and has served as President of Sound Mind, a talent management firm since 2008. If there’s a part of radio that Kraig doesn’t have experience in, we sure haven’t found it. Add to that that he’s singularly insightful, humble, and generous, and you can see why we’ve wanted to get him on the show for such a long time. We sat down to talk about the rise and fall of radio in this expansive conversation. Was it a eulogy or something else? Join us as we cover: The One Rule ☝️ – Kraig has an impeccable track record of working with huge talent. His guiding principle for who he partners with? “I want to work with people who are trying to improve themselves every day.” Rethinking Radio & Riding the Digital Wave – We break down 5-plus decades of industry changes as digital platforms disrupt the traditional AM/FM dominance. The one reason why audio still matters? It’s all about choice. The Fairness Doctrine & Rush ⚖️ – How relaxing one key FCC rule led to the creation of political talk radio and changed the industry landscape and the country. Playing The Long Game ⏳– Building an audience takes time. Building trust takes time. Kraig leverages his experience to show why it pays to be patient in audio, especially when everyone’s thinking short-term. NO ONE has had a better seat for the last half-century of audio changes than Kraig. To understand where we’ve been and where we’re going, hear the full episode by clicking the link below. Listen Here The Classifieds Retail Therapy Gets Its Own Analysis We’re continuing our spotlight of AAPI-hosted podcasts in May with friends of the Media Round Table: Kulap Vilaysack & SuChin Pak. In the materialistic world, we find ourselves in, we all have a cart (or carts) somewhere,  ready for the next trendy product or accessory to enhance our lives. Vilaysack and Pak take the time to talk through the pros and cons of these purchases, the must-haves we all crave, and the economics of spending within a budget. The Lemonada podcast has blown up in recent years thanks to the hosts’ easy chemistry, helpful advice, and honest discussions; it also works well for society and culture-focused female skew clients and those interested in targeting young entrepreneurial professionals. Clicking below won’t add this classified to your cart, but it’s almost as good. Get The Deal Pop, Sub, Counter, or High: All Cultures Covered Culture has never been so diverse, varied, omnichannel, and all-encompassing. Comedians Bowen Yang and Matt Rogers know this all too well, as they host the extremely popular and mind-blowingly funny podcast Las Culturistas. Every week the twosome spare little of their oxygen, spending their entire runtime guffawing and gagging over the best of the week in comedy, television, pop culture news, and everything else in between. The tangents are long, the laughs are plentiful, and many advertisers agree, as the Premiere podcast has placed ads for both DR and reach advertisers consistently since it premiered.  Recent episodes have featured guests from all cultural mediums, including Melanie Lynskey, Ari Shapiro, and Brian Jordan Alvarez. Delay any possible culture shocks by clicking the link below. Get The Deal This Week in Great Podcast Reads Stephen A. Smith Knows Hiring When you make everything sound as compelling as sports commentator Stephen A. Smith does, you’ll never have to worry about getting people’s attention—whether you’re a podcast host or not. There are no off days for a man who’s equally vocal as he is passionate. You can expect that same raw, unfiltered energy every time, regardless of the subject matter. Check out how Stephen underscores the importance of having the right chemistry on your work team in this Indeed ad read on his Know Mercy podcast, showing how the hiring platform helps businesses create that chemistry from the start. Not every host can drop the sports analogies with such grace, but that’s not even the highlight. He keeps the same energy level throughout this read, hitting the Indeed brand name especially hard when he reads the path—you’ll hear him shout it more than once. These are all choices Stephen made during the read, so you’ve got to appreciate his talent for bringing out the most from the copy. Listen Here Contact us for a Consultation  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!

“We’re driving, but we can only see through the rearview mirror.” – Dan Granger This week on the Media Roundtable: Industry Edition, the agents of influence are tackling A.I. disruption, old guards learning new tricks, and the demos powering podcast advertising. Let’s dig in. Hosting is Oxford Road’s CEO Dan Granger, along with fellow Oxford Road savants, Stew Redwine, Neal Lucey, and Spencer Semonson. At the top of everyone’s mind: The Old Empire’s New Bet – Hearst invests $2.25MM in Barometer to further Barometer’s AI-powered brand suitability platform. The established media giant has a vested interest in furthering trust for advertisers to flock to their subsidiaries, so this is one bet that could pay off. Brand Safety GPT – We’re big proponents of effective brand safety tools and were all ears when we heard about Podscribe’s AI approach to ensuring brand safety. They’ve mixed ChatGPT with the GARM framework we know and trust and could make brand safety a whole lot easier for brands and publishers. Interested? Join the waitlist. Click “Heard About it on A Podcast”  – 33% of all podcast listeners say they’ve actually bought something based on listening to a podcast. Worth calling out are millennials, Black and Hispanic listeners, and listeners making over $100k, all of whom are purchasing at even higher rates. The advertiser takeaway? If you’re trying to talk to these demos, you need to be where they’re listening. It’s Like a Japanese Podcast  – Japan has traditionally been a source of innovation, but they’re slow to dive into podcasts with less market penetration than the US ten years ago. The team discusses why. 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. Listen Here The Classifieds I Wish I Was a Little Bit Taller, I Wish I Was a Baller To celebrate Asian American and Pacific Islander Heritage Month,  The Influencer is highlighting podcasts with hosts from the community throughout May. Our first selection comes from the Business genre and is hosted by Ben Baller.  The CEO & Founder of IF & Co. Custom Jewelry, who’s an all-around dynamo with abundant swagger, Ben spends each episode detailing his life, his passions, and his entrepreneurial spirit with the few he deems worthy. His passion and drive to succeed make him an all-around entertaining host and interviewer, making him an agency high performer. Many B2B clients have found success on this Cloud 10 show, and anyone else looking to reach a demo of finance-focused entrepreneurs are hard pressed to find a suaver, cooler option than this. If you want to play ball, click the link below for more details. Get The Deal Q&As to Mind Your P’s and Q’s All of us have stumbled upon a little gem from history that proved heinous thanks to our country’s sordid past. Skip past that unsavory experience by getting clued in sooner, with our second selection from Headgum. Hosted by popular blogger Andrew Ti and co-host Tawny Newsome, every week the twosome answer fan-submitted questions and internet quandaries related to race, ethnicity, and societal norms, bringing us closer to a shared understanding of one another. Saucy and funny as well, the hosts touch on many different cultural touchstones along the way, including Star Trek, Twilight, and Cable News. This is very similar to offerings in the Society and Culture, Comedy, and Education genres, and is best suited for those who like to laugh as much as they like to learn. Help stir the melting pot with a proverbial ladle by clicking below. Get The Deal In Case You Missed It The Old Guard Embraces The New Blue chip brands are investing in various media safety tools to ensure safer and less risky environments across their platforms. Barometer, the AI-powered platform helping brands assess podcast content suitability for advertising, just raised $2.25 million in a seed round led by HearstLab, an investment arm of Hearst Corp (yeah, that Hearst Corp). Additionally, our partners at Podscribe have released their own AI-Driven Tool that scores podcast and YouTube content using the GARM framework. This new approach offers deeper content understanding, including sarcasm and context, and provides transparency into the reasoning behind labels. The tool promises to benefit advertisers and publishers by ensuring content meets risk and suitability requirements while building trust between parties. The conversation on the podcast quickly turns to A.I. and its potential impact on our industry. Read More SPOT Up / SXM Down Spotify continues to get more competitive for performance brands while, for some reason, SXM is still figuring out how to leverage its massive suite of media offerings. For the latter network, Podcast revenues are up, but they are seeing erosion in their core offering’s subscriber base. To turn that tide, SXM is addressing the app experience and entering into partnerships with WalMart and others. Is this a case of a media channel being “so money and not even knowing it,” or is Spotify offering something unique? Tune in to hear what the panel thinks. Read More Podcast Listeners Getting Older (But Just A Little) Parks Associates‘ research shows that almost half of Podcast listeners are now 35-44 years old, indicating a strong presence of this age group in the podcast audience. However, the study also found that podcast listening declined for those aged 45 and older. According to the article, content creators should try to attract a more diverse audience, including older demographics. Our panel discusses why marketers stop caring about you after you turn 55 and explain why the podcast demo is getting older – the answer won’t surprise you (it’s the same reason some people prefer side parts to middle parts). Read More Japan is Behind in Podcast Our show concludes with an article about the state of Podcast in Japan. For brands with international ambitions, it can be sometimes difficult to get reliable stats on Podcasts usage. This is especially true for Asian markets where Podcast listening is generally below the rest of the world. So, when we see a comprehensive study on the Japanese market, it is essential to take notice. Podcast usage in Japan is low at just 16%, but listening shares similarities with other markets. Notably, Podcast listeners are younger and listening is also higher among senior management. Our panel’s assessment is that Japan is about 10 years behind the US as far as Podcast adoption. For marketers looking for the next big thing, Japanese Podcast may be it. Read More This Week in Great Podcast Reads Sara Carter’s Spring Therapy Normally we’d advise against a host spending the first half of their ad read setting up the brand before actually talking about it, but Sara Carter’s spot for Fast Growing Trees is the exception, and exceptional it is. What makes this one so unique is the slow buildup of the opportunity and how it explores that opportunity to help the listener see why they need more plants in their life. Her understanding of the Fast Growing Trees service, which offers a private nursery of curated plants, allows her to focus on what she’s selling, something visual. With that, she describes the ideal scenery: Spring, colorful flowers, gardens—almost as if she were describing a paradise. She even refers to it as therapy, letting the audience know it’s good for them on top of it all. Great execution by a great podcast. If the Sara Carter Show can give out the prescription for happy living this spring, there’s no limit to what it can do on behalf of your brand. Listen Here Contact us for a Consultation  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!

Behold! A podcastless edition of The Influencer.  While we love our Media Roundtable podcast, it’s always fun to share a classic Influencer edition where we share the media opportunities and news stories you may have missed while showcasing the finest reads from podcast hosts who know how to do it right. In this week’s edition, we’ve got two podcasts that show promise for advertisers who have the guts to test (or retest) political programming, the latest industry news you probably missed, and a podcast ad read that promises to change everything. The Classifieds Looking Ahead As We Revisit the Past It’s been dicey for political media figures lately, and the news landscape has been fraught with turmoil as election coverage continues to ramp up – and it’s only going to get wilder from here. We’re covering two political news podcasts that are looking toward our nation’s future and how we want to shape the current conversation. In its newest season with The New York Times, The Run-Up has seen a tremendous debut and is slated to run for 12-13 episodes. Astead Herndon returns to host once more and has already covered some of the more obvious questions related to the two-party system, previous mid-term insights, and the far-reaching impact of 2020. Pinging between Democratic and Republican strategies makes for an even-handed approach well suited for clients looking for news options that lean political but aren’t decidedly skewed. Familiar Face Pops Up At New Media Home Something is rumbling over at Rumble, the newest conservative internet bastion to emerge in recent years. Though it houses many different media properties and familiar figures, it has been consistently mentioned in conversations about YouTube demonetization and free speech. The mostly video enterprise is a new home for Glenn Greenwald, a stalwart journalist and founder of The Intercept. This particular opportunity is audio in nature, but the content also broadcasts via Rumble every night, and it’s also available on the platform after the fact. While the reach isn’t as significant as YouTube, this concentration of a singular demographic is worth its weight in gold. Many of our agency’s clients are already booked on similar properties and would be great candidates for this chart-climbing opportunity. In Case You Missed It AM’s Fight For Relevance Ford announced that they are removing AM radios in cars and trucks as soon as next year, which has brought a massive push to save the media channel. Westwood One published an article last week entitled “82 Million Reasons To Keep AM Radio In Vehicles, Why AM/FM Radio Is Still The Queen Of The Road which extols the virtues of terrestrial radio and how AM/FM radio still dominates in-car listenership. We did some research and discovered that while many electric cars do not include AM radio due to electromagnetic interference, Ford appears to be going a step further with the removal of AM radio from its new and updated models. So counter to what most industry experts have been hypothesizing, radio’s demise may come down to the fact that automakers may simply stop installing it as a standard feature in their cars and trucks and it phases out like the 8-track. Check back with us in the next few years to see where AM radio fits in the audio ecosystem. Read More Americans Trust Podcast When it comes to news, there is a deficit of trust on both sides of the aisle, but a recent article from Axios says Podcast listeners trust the news content they tune in to hear. Many brands avoid news content altogether for brand safety, but we think it’s time to reconsider. Daniel Granger, Oxford Road’s CEO, said it best: “Topics aren’t the problem. The problem is when difficult issues aren’t handled responsibly and where media voices attack people instead of problems or policy. The work that Ad Fontes Media, Barometer, and other groups are doing allows brands to support important news and conversations in a healthy way that hasn’t existed before. If you would like to see how these tools are helping advertisers walk the tightrope of performance and brand safety, click here. Read More Hey Boomer, It’s Called a Podcast Specifics change based on who you ask, but most industry insiders agree that Podcasting started sometime between 2000 and 2005, and by the time Serial dropped in 2014, it all became mainstream. But despite the fact that 41% of Americans tune into podcasts each month, your parents don’t care. One of the benefits of Podcasts is their ability to deliver to younger audiences. However, that doesn’t mean Boomers aren’t an important audience too. Growth in listenership among Boomers is also important to increase the overall reach of Podcasts. So why aren’t they tuning in? This sounds like a case for Jessica Fletcher and Ben Matlock. Read More This Week in Great Podcast Reads This Changes Everything It’s not hard to see how podcasts like This Changes Everything have grown in popularity over the last few years. The business of providing support for relationships, mental health, family, and everything that falls under them continues to thrive, but what sets This Changes Everything apart from the rest of the podcasts in this category? Aside from the hosts’ credentials in counseling and family therapy, their willingness to open up about their own personal struggles is perhaps what keeps their audience’s attention the most. Their read for the physician-formulated all-natural hair supplement Nutrafol cites three different examples of hair loss, two of which come from their own experiences. Host Sarah Rice’s story gives dimension to the problem by associating her hair with her brand, raising the stakes. Co-host Jeff Guenther offers his take on the matter, showing how the problem is far-reaching. This team gives you the problem from all angles and dares you to say no to the solution they’re offering. Listen Here Oxford In The News Chief Audio Officer? You’ve heard about CEOs, CMOs, and CFOs, but what about CAOs? Oxford Road, along with Spotify, quip, and Tommy John, have launched the “Chief Audio Officer’s Club” to provide a space for advertisers to gather and exchange ideas as they increasingly turn to audio as a marketing channel. The recent article from Marketing Brew lays out the goals of this exclusive club, and if you’re interested in joining, click HERE. Read More 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

This week on the Media Roundtable: Industry Edition, the agents of influence are tackling billion-dollar ideas, 13,000 true fans, and two-tiered surveys. Let’s dig in. Leading the charge again is Oxford Road’s very own Jennifer Laine on the host microphone, along with fellow Oxford Road luminaries Dan Granger, and Steven Abraham. We also welcome a special guest, 5-time author, marketing thought leader, and host of the podcast Joseph Jaffe is Not Famous, the one and only Joseph Jaffe. At the top of everyone’s mind: HDYHAU FTW – The game-changing Oxford Road attribution white paper is out! We’re tossing vanity URLs into the bonfire and riding predictive text into the sunset. Download it for free now (and tell them the Influencer sent you ). The MVP YouTube Podcast – Can you say minimum viable product? Podcasts on YouTube can still work if they’re messy, imperfect, or barely video. We break down why Podcaster and advertisers shouldn’t wait for perfect to get on YouTube and jump in. Welcome to the (3rd) Party – Podscribe’s download counting method has just now been certified by the IAB, which means there’s finally an IAB-certified measurement provider that’s not selling media. It’s a big trust-building step for the industry. 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. Listen Now The Classifieds It’s Called Bro-Nance Benjamin Franklin once said, “In this world, nothing can be said to be certain, except death and taxes.” This Tuesday marked yet another Tax Day, causing panic for those unfortunate enough to miss that appointment with H&R Block. If you, too, are looking for some financial advice to tide you over until you get your next W2, we have the classifieds for you. Our first opportunity comes from AdvertiseCast, which is hosted by Andrew Sather and Dave Ahern, two financial advisors who took stock of the podcast landscape five years ago and found that there weren’t any top podcasts in finance for beginners. Through their series Back to the Basics and Bird’s Eye View, they have educated many men to achieve financial freedom. This opportunity has shown great internal performance for advertisers in the B2B space looking to reach investment-focused elder Millennials and those hoping to retire early. If you want to make your income more disposable, click the link below and start earning dividends quickly. Get The Deal Running Podcast Truly Goes the Distance Financial education is rarely discussed by the younger generation, specifically young women. Tori Dunlap wants to change that by transforming how women look at financial freedom, personal finance, and the impact of money management in everyday life. Her book of the same name has been a wild success, buoyed by a viral Tik Tok account and now a podcast from Adlarge. Tori spends many of her episodes interviewing top experts in their fields, including Amy Porterfield, Xian Horn, and Barbara Sloan. Other episodes have been devoted to a single topic, such as the safety of banks, life insurance, and irrational spending. While many investing podcasts feature flagrant rhetoric around the hustle and grind culture, Dunlap prides herself on pivoting financial issues from a more personal perspective. This is a great opportunity for female skew clients looking to reach highly educated Gen Z and Millennial professionals. Work towards your own first $100k by clicking the link below. Get The Deal In Case You Missed It Why News Outlets Are Shifting to YouTube  As always, The Influencer is your companion guide to topics discussed on our podcast. The first article spawned the panel discussion on why news outlets are pouring onto YouTube. Recent studies show that not only do more podcast listeners in the U.S. prefer watching podcasts on YouTube over audio-only versions, especially among younger audiences, but they also attract more podcast newbies.  As a result, major companies like ESPN, Slate, and NPR have embraced YouTube for podcast distribution, leveraging its extensive user base and the platform’s new features, such as “Video-Shorts,” to reach and engage new audiences. Don’t let “production quality” get in the way of unlocking YouTube inventory: “YouTube starts to generate ad revenue for creators sooner than many other social platforms. And these video podcasts don’t necessarily have to be pretty or a heavy lift in the production department. Many podcasts are uploaded with less-than-crisp videos showing hosts and guests in Zoom-like boxes. Others feature a static image and maybe a sound wave animation, if you’re lucky. Takeaways for Producers:  As audio is going to video — don’t let production value get in the way Try a static image Don’t let that stop you from unlocking that inventory Make it the best it can be Don’t do it in isolation — make it a larger part of your podcast strategy Read More The Bonfire Whitepaper We pitched the heck out of this last week, but the team discussed the Bonfire of the Vanities white paper we released last week. In case you missed it, we’ve identified a new way to tackle the audio attribution beast with a method that requires no vanity URLs, no pixels, no fancy algorithms, and once it’s set up, is completely free. Click the link below to learn more about how it all works. Read More Why You Should Care About Podscribe’s IAB Certification Finally, the team shifted the conversation to Podscribe’s recent IAB certification. After a 6-month no-stone-unturned audit, IAB Tech Lab has certified the accuracy of Podscribe’s download counting methodology, according to the Technical Guidelines Version 2.1. Podscribe says it is the only measurement provider certified by the IAB Tech Lab that does not currently sell media which is an important distinction because while we like what they do, every other IAB-certified partner also sells media, which is like allowing students to grade their own papers. Independent, third-party validation is always a win. Read More This Week in Great Podcast Reads Who? Weekly’s Favorite Sustainable Soap Bobby Finger and Lindsey Weber understood the assignment. They took the Grove Collaborative script we gave them and didn’t settle for just reading the copy points. They laid in the dramatics the way only hosts of a pop-culture podcast like Who? Weekly can. There’s no doubt Bobby nails his testimonial, but half of what sells it is Lindsey’s reaction since we understand it. Really, how often do you hear of someone getting compliments on their soap? It’s surely a testament to the quality of Grove’s sustainable home-care and self-care products. With a reception like this, we know they’re doing something right, but what really interests us are the voices like Bobby’s and Lindsey’s who are getting the message out there. Hosts can say they love a product, but there’s nothing like them showing you through reads like this one from Who? Weekly. Listen Here Contact us for a Consultation  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!

Get ready to boost your ad game with Oxford Road’s two-tiered survey method Vanity URLs and HDYHAU surveys may seem luddite-ish to those attracted by the lure of advanced modeling. But in the 40+ years since econometrics was first embraced to solve the attribution problem, none of the proposed technologies or algorithms has brought any definitive resolution. Rather than join other marketers on the fruitless search for the Holy Marketing Grail, we’ve taken a different approach: improving on what we know already works. If discovering a way to get show-level performance data without the use of pixels, vanity URLs, promo codes, or any fancy tech that works for all media types floats your boat, read on. We teased this attribution experiment a few weeks back on the Media Roundtable episode with Allan Jones (CEO of Bambee)–now you get the rest of the story. Why will this be your new favorite attribution tool? Bonfire of the Vanity URLs – This method provides show-level performance without the use of vanity URLs. Simplicity Wins – The two-tiered survey relies on tech, not confusing algorithms or AI. It’s privacy-safe and GDPR/CPRA friendly, and you own all the data. Free as the Wind – Unlike other solutions, there is no CPM upcharge, retainer fees, or any other cost to use this method. Set it up and let it work for you. Bambee’s Case Study – Bambee CEO Allan Jones and Oxford Road CEO Dan Granger developed the survey–and Bambee’s attribution rate jumped from 1% to 50%. Ready to unlock the power to accurately and efficiently measure any marketing channel? Click below to download our full white paper. Download Now The Classifieds Podcasts Can Get Rebooted Too In the far back time of Jan 2022, a one-of-a-kind podcast premiered, and its Gen Z listeners quickly became invested in the friendship, mutual respect, and internet research skills of Brittany Broski and Sarah Schauer. Because we can’t have anything nice, and all good things must come to an end, Violating Community Guidelines stopped production last year. From its ashes, two podcasts have emerged from the former co-hosts, both hotly awaited. The first to premiere on Studio 71 was Sarah Schauer’s The BCC Club, a revamped formatting of the original concept now co-hosted by Tik Tok star Kendahl Landreth. Each has a ribald brand of outlandish humor, but in this weekly deep dive, they get nostalgic, real, and extremely open with their newfound audience. This option is best suited for those interested in internet culture, comedy, and strange deep dives. Is it pixel-tracked? It doesn’t matter if you heed the call of this week’s white paper above. Remember not to reply all when you look for more details below. Get The Deal Tik Toker Trades Kombucha for Champagne Brittany Broski has been a seminal figure in pop culture for several years, and in that time, she has amassed 7.2m Tik Tok followers and 1.2m YouTube subscribers. She has also collaborated with large names like Trixie Mattel and Ethan and Hila Klein and even met her idol Harry Styles, all while showcasing a brash wit and bright personability in her content. In her newest venture with Audioboom, Broski plans to elevate internet stories, gossip, and trending topics for her so-called Broski Nation. Though she is fully taking the helm sans co-host, Broski has always had a large enough presence and surefire affability to claim any space, and this will be no different. The show will start airing in May, and there’s already a high level of fervor throughout the internet. Like the previous classified, this is best suited for clients looking to reach an engaged Gen Z audience interested in the best and weirdest aspects of the internet. Receive your stan report via the link below. Get The Deal In Case You Missed It RIP Baked In Ads? Bryan Barletta from Sounds Profitable discusses the industry shift away from the “baked-in” ad model in podcasting, where ads are part of the audio file that is uploaded to the hosting platforms, and which are preferred by many legacy podcast advertisers. Barletta argues that the rise of dynamic ad insertion, which allows for the benefits of host-read ads with better measurability and controls for podcasters and advertisers, is making the “baked-in” model obsolete. Without question, the industry has adapted to DAI-embedded host-read ads (“faked in”) and DAI run-of-network or audience-targeted ads. Just the same, Oxford Road is a big proponent of “baked-in” ads – nothing beats them for authenticity and the personal connection hosts can make with their listeners on behalf of advertisers. Yes, “baked-in” ads are harder to measure for performance, but we have a solution. Read More CMO Survey Says? Founded in 2008, the CMO Survey provides insight into marketing trends and investments for a broad range of companies based on responses from over 300 senior-level marketers across a variety of industries. Although not specific to audio, the CMO survey is a great reference tool. If you are interested in benchmarks such as marketing investment as a percent of revenue (10.9% on average) or the average mix of budget on short-term performance vs. long-term brand building (60% performance/40% brand), you can find all of the answers from the CMO Survey. Read More Get Your AI-Generated Audio Ads Here Adthos launches a first-to-market self-service platform to produce 100% AI-Generated Audio Ads for Radio, Podcast & Streaming. The Adthos platform allows users to create complete audio ads using AI technology, including script generation, AI voices, sound effects, and music. The platform leverages GPT-4 and offers a library of top-quality AI voices, enabling advertisers to produce high-quality audio ads efficiently. The technology may not be at a place it can win a Cannes Gold Lion. But the point is that the Adthos platform gives us an early look at what IS possible. The truth is, if you are a small business with limited resources, like the plumbing company included in their demo, why wouldn’t you try this option? Read More This Week in Great Podcast Reads A Shandy a Day Keeps the ZocDoc Away The day-to-day upkeep of adulthood requires more than a sharp memory and a good day planner these days. Thankfully we’ve got plenty of options to keep us on track and great podcasts like Dear Shandy, equal parts Sharleen Joynt and Andy Levine, a modern-day power couple who take pleasure in imparting their tips with us, especially when it comes to the world of dating. As a happily married couple, they’ve had their share of experiences—Sharleen’s coming from none other than The Bachelor TV series. But it turns out their advice doesn’t stop there. When it comes to healthcare, the Shandy team loves to share their not-so-best-kept secret Zocdoc, the quickest and easiest way to book and keep track of doctor’s appointments. In this ad read for the free app, Sharleen expresses how much she relies on Zocdoc, treating it more as parents reminding you of all those unfun doctor’s appointments you never wanted to think about as a kid(and still don’t), or as they put it a “waste of brain.” You’re not going to get a perspective on your brand with colorful metaphors like this anywhere. Dear Shandy might be the power couple and podcast we’ve been waiting for. Listen Here Contact us for a Consultation  OXFORd In The News Ad Fontes Makes News Content Safer for Advertisers Readers of our newsletter should already be aware of our friends at Ad Fontes and their Media Bias Chart, which helps marketers traverse the often murky trails of advertising with news publishers. Ad Fontes founder and Chief Executive Vanessa Otero was featured in a recent WSJ CMO Today article that announced the addition of media veteran Lou Paskalis as chief strategy officer. Why are we putting this in OUR newsletter? Firstly, we believe in Ad Fontes and support their mission to counter the trend of brands avoiding news content due to concerns about controversial content. Secondly, the article mentions Oxford Road and our work with Ad Fontes to help our advertiser Quip choose which podcasts are safe for their brand. If you would like to know more about how Oxford Road is keeping our advertisers safe, click HERE. Read More Our Attribution Method is Getting Noticed By now, if you haven’t read our breakdown on The Bonfire of Vanity URLs yet, stop what you’re doing and read it now. Since the announcement on Linkedin this morning, both Inside Radio and Pod News have shared the details. Be in the know; download the report and let us know your thoughts. Read More 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!

This week, our podcast returns for its first true “roundtable format” in weeks, with longtime MRT contributor, and Oxford Road Associate Media Director,  Kristen Duenas leading as our host. Joining Kristen is Neal Lucey, our EVP of Strategy & Product, and Gary Brown, our Director of Growth, to dive into the most important topics facing marketers right now, including… TikTok Shut Down? – –  Is Congress’ obsession with the Chinese social media company truly about data concerns, or is there more to it than that? The team dissects the underlying issues at play. Audio’s Forgotten Child – – P&G is diving into radio big-time with a 40% increase in spending YoY. Our team reveals the not-so-secret reasons why. Edison Research’s Latest –   –  Is YouTube more popular than terrestrial radio? The latest release from Edison Research on audio listening habits may surprise you. Follow The Money – – Do you think artists are getting a flat rate per download of their song babies? NPR’s Planet Money created a fake record label to determine exactly how artists get paid, and it’s not what you think. Take a Beat on AI? –  + – Are you ready to lay down to the AI overlords yet, or are you on the side of Elon Musk, who says we should all take a beat and think about it? Our team chats about the pros and cons of each. Your fast track to being “in the know” on today’s news is just a click away. Listen Here The Classifieds Run with the Hare and Hunt with the Hounds Rough winds do shake the darling buds of May, and 2023 has been no different. As spring has begun (for some lucky folks), the great outdoors is becoming more appealing. This week we’re highlighting two selections that showcase nature in all its glory. Fresh from the newly established Gemini XIII, we have an exciting new bundle of shows from the Waypoint Network. These 106 selections center around outdoor entertainment and education, exploring the United States through hunting, fishing, and destination programming. Any scheduled buys would include a single host read, reaching a male audience in the 18-54 demo. This opportunity is best suited for clients who want to reach a rural audience who thrives in the wilderness. Answer the call to adventure by clicking the link below. Get The Deal Running Podcast Truly Goes the Distance Though the time for New Year’s resolutions has passed, many use spring to get outside and get more active. One of the easiest ways to start exercising is running, and there’s no one better to speak on the topic than Lindsey Hein. Hein is the host of Sandyboy Productions I’ll Have Another, a long-running (!) podcast that provides weekly interviews with coaches, athletes, and amateurs alike to speak on the act of running. Whether you’re interested in cross country, long-distance running, prepping for a marathon, or getting started with the right gear, this is the podcast for you. This has proved a great selection for female skew clients in the B2C space looking for active and athletic consumers. Don’t run around in circles looking for the best deal; look below for more information. Get The Deal In Case You Missed It TikTok Ya Don’t Stop As your audio companion this week, we’ll share the articles and reports that drove the conversations in this week’s Podcast episode. The first is about the ongoing discussion around TikTok and whether or not the proposed ban on the social media platform is about privacy or eliminating competition. Moreover, the team discusses what advertisers already on the platform can do now to prepare for the next step… Read More If it’s Good Enough for P&G… According to a recent AdAge article, citing Vivvix as its source, Procter and Gamble (of Back to the Future fame) increased its ad spend in radio by 43% in 2022 to $235 million. This is part of an effort to reach 90%+ of their target audiences and offset linear TV’s declining reach and higher CPMs. The company that literally invented brand management understands that reach is a good way to measure Radio Performance. P&G is known for its scientific marketing approach and has decades of data on twenty or so billion-dollar brands to inform their decision to double down on radio – maybe it’s time to move past force-fitting digital attribution methods on terrestrial radio, especially given it’s not recommended to be visiting websites while driving. Read More Does Thomas Know About This Trend? Edison Research just completed a deep dive series comparing terrestrial radio to streaming. Their key findings: Radio is the top ad-supported audio channel across all demographic groups (even younger audiences); time spent with radio is higher than streaming audio. Radio leads listenership even outside the car for ad-supported audio. Digital AM/FM radio leads ad-supported streaming in time spent listening. With all of the hype around Podcasts and Digital Audio, Radio can be the forgotten child in the audio landscape. This is a mistake. Radio still garners the largest ad-supported audience among all audio channels, and, we’ll repeat it, radio is unmatched at delivering efficient reach (just ask P&G) among all media channels (except Out of Home – which isn’t scalable on a national basis). Read More I’d Like to Teach the World to Sing, But I Need $$$ You would think a popular song on streaming would yield a huge payday for artists. NPR’s Planet Money created a shell record label to track how artists get paid when their songs are played, and it’s probably not what you thought. Spotify, for interest, doesn’t pay artists based on the number of streams. Artists are compensated based on their “stream share.” The piece also delves into how artists promote their music. If you ever wanted a primer on how artists get paid for their music, start here before quitting the day job. Read More Terminator or Star Wars? At the end of the day, a full-scale robot takeover is what we’re all worried about, right? Will adopting AI lead to the catastrophic events played out in James Cameron’s The Terminator, or will AI beings become helpers to humanoids as they are depicted in Star Wars and The Jetsons? We’re hoping for the latter, and many highly intelligent humans have signed a letter trying to get the rest of humanity to agree to pause AI development altogether. If you agree, you may want to sign this declaration too -or maybe not. What if the robots identify signers as part of the human resistance and eliminate you immediately? Choices, choices! Read More This Week in Great Podcast Reads It’s All in the Wrist One thing you can’t accuse Erik Anders Lang of is being predictable. He may not be the most animated voice in the room, but why opt for the hard sell when you can get your message across in more creative ways? Lang presents the e-commerce platform Shopify as the perfect solution to start and grow a business by sharing a real-time sale from his store on Shopify. What truly makes it memorable, though, is that he relays this sale and other metrics from his smartwatch!Demonstration at its finest. Erik is such a supporter of the brand that he even goes so far as to suggest his dad use Shopify! We love a host who can keep listeners on their toes like this, and if you’re looking to keep things interesting for audiences so they’ll stay hooked, consider the Erik Anders Lang Show podcast for your lineup. Listen Here Contact us for a Consultation  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!

According to your feedback (thank you to those who took the survey), most of our readers appreciate the recapping of our Media Roundtable Podcast content. Still, many of you are missing some of the core industry news and opportunities you’ve come to expect from our little publication. With this in mind, we bring you our very first, Influencer Special Weekend Edition. Moving forward, during periods like this, where we’re releasing new podcast content at a higher-than-normal cadence, we’ll add a special edition like the one here today. As always, thank you for reading, and please share your feedback on how we can make these special weekend editions even better. Have a great weekend; we’re back to our regularly scheduled content next week.   The Classifieds #2 Branded Podcast Brands from GE to McDonald’s are creating their own original podcast content, with more and more jumping on the bandwagon every month. Traditionally these Branded Podcasts do not allow outside advertisers, but that’s all going down the drain. Colorectal cancer screening company Cologuard is opening up its show, Thinking Outside the Box, to outside advertisers for the first time. The emotional program features Colorguard’s mascot, Little CG, sharing test results with recent customers in an unedited and unscripted format. The podcast is experiencing massive growth and seems to be appealing to aging boomers and those with a low-fiber diet. If that’s your audience, don’t let this opportunity get shipped off like a Cologard box; click the link below to learn more. Get The Deal ALF Nostalgic Pod Goes Deeper Than You Think Listeners get to journey back to the good old days of NBC’s Must-Watch TV, with this newest podcast launch from iHeart Media featuring everyone’s favorite alien lifeform. Original ALF cast members Gordon Shumway (ALF) and Lucky The Cat have reunited to launch the new podcast, Live from Melmack, which will recap all 5 seasons of the landmark TV show. GenX’rs and Boomers alike will love digging into plot summations, inside jokes, and breakdowns of their favorite shared memories and moments like the first time the two met and ALF tried to eat Lucky, or the years after the sitcom ended and the two fell on hard times. The show also features interviews with former cast members, including Max Wright, Anne Schedeen, Andrea Elson, and Benji Gregory, who opened up on a recent episode about the shocking antics he and ALF would get into when the cameras stopped rolling. This is a no-brainer for any client that works well on TV & Film podcasts or has a significant skew towards a weirdo Boomer/Gen X audience. So before you get up for that final snack, click below to learn more about iHeart’s out-of-this-world new offering. Get The Deal In Case You Missed It AI Takes Giant Leap in Solving Radio Attribution Audio attribution has been a hot topic lately because technology is changing the way marketers are measuring the effectiveness of their campaigns at a faster-than-ever rate. But while pixels have given advertisers a more digital-like view of ad performance on Podcasts and Streaming Audio, Terrestrial Radio has been left with decades-old methods–until now. Analysts from five top US radio networks have joined forces to create a new, completely transparent attribution method that replaces pixels, promo codes, and surveys–they call it “HonorSystemAI.” Each Monday, station reps email the verified accounting of what they think their campaigns brought in the previous week to their advertisers. “The data is infallible,” says Herb Tarlek, Sales Manager of WKRP in Cincinnati, OH, “we trust it because it has AI in the name.” Oxford Road has yet to launch any tests, but advertisers willing to pay the $5 CPM upcharge can partner with us to explore this new frontier by emailing us HERE. Read More Oprah Lands 4-Figure Podcast Deal The slowing economy is affecting everyone, but perhaps none as much as celebrities looking to sunset their careers with fat podcast deals.  Even Oprah is affected. After months of shopping for a new deal with her OWN Podcast Network, the media mogul is reportedly in talks with Spotify to secure a “mid-4-figure deal” with the streaming giant. “We placed a lot of big bets over the past few years; we’re going to slow play this one,” a representative from Spotify recently said in a company press release. Will the days of multi-million dollar mergers return to the Podcast space? The Influencer will keep you apprised. Read More Podcasters Unlock Unforeseen Audiences YouTube is the next big thing in Podcast but why? Industry insiders say the key was hiding in plain sight all along. Virgil Spiker, who hosts Wondery’s popular travel podcast Where’s The Greyhound Station? says he found a “create button” just up and to the right in his browser window. Spiker immediately shared the news with his podcast community, and the word quickly spread. “I had no idea that’s how they did it,” podcast pioneer Marc Maron said on a recent episode, “but I’ve quadrupled my audience all because of this damn button.” How are you leveraging the massive podcast growth on YouTube? If you’re not, the answer may be as simple as emailing the team at Oxford Road. Read More This Week in Great Podcast Reads AI Brings Mark Twain Back From the Dead Wouldn’t it be exciting to hear what thought leaders of the past would have to say about everything happening in the world today? AI has made it possible, and the folks over the historical startup network HistoPOD launched their experiment with Twain & Simple, the weekly news podcast hosted by American author and humorist Mark Twain. While there are no actual recordings of the famous author, historical linguist experts have recreated what Twain would have sounded like using AI, and the results are uncanny. Oxford Road recently sponsored the first episode of this landmark show on behalf of our client, Fast Growing Trees, and the ad sounds like it was pulled from the pages of The Adventures of Tom Sawyer. Want to join us in making history by digging up those from the past and having them endorse whatever we’d like? We’d like to help. Listen Here Contact us for a Consultation  OXFORd In The News What Was Your First Concert? The Brown Lounge is the best interview show not on your radar…yet. Hosted by Oxford Road’s Director of Growth, Gary Brown, The Brown Lounge has entertained and informed Oxford Road employees for years and now has been picked up by Netflix for an 8-episode test with guests like Kieth Richards, Neil deGrasse Tyson, and Dame Judi Dench to name a few. The Influencer interviewed Gary, who says he’s “scared and excited at the same time”, and “really hoping for a season 2 because [he’s] already spent the money.” To RSVP for Oxford Road’s launch party Friday, May 5th, at the actual Brown Lounge in Sherman Oaks, CA, click here. Read More 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!  

(Drumroll please) On this Media Roundtable: Industry Edition, we’re bringing you a special episode called “Sound Success.” Haven’t given much thought about how your brand should sound? All that’s about to change. Oxford Road’s Stew Redwine is back on the lead microphone, joined by fellow Oxford Road audiophiles Steven Abraham, Neal Lucey, and Jennifer Laine. We’re on a mission to prove why audio is so valuable, powerful, and frankly fun that it deserves a place of honor in all of your campaigns. Here’s why: Listen to the Data – Some eye/ear-opening results on why you should include music, sonic branding, and multiple voices. Pavlov Would be Proud – Ring Doorbell’s sound is so memorable, dogs react to their TV ads. Off-Target – The spicy take on why creative matters five times more than targeting. Sounds like Jargon – Get the definitive difference between Sonic Branding, Audio Logos, and a DNA Brand Anthem–and why it matters. Listen up, and you’ll never hear your ads the same way again. Listen Here The Classifieds Women-Led Network Gets Some Good Guys This week we’re featuring two new agency high performers, recently tested and ready for your additional ad dollars. Our first standout comes from the folks at Dear Media and is hosted by actor & writer Josh Peck, and influencer, Ben Soffer. Each of them has been a fixture in different popular mediums, Peck having been a child actor on Drake & Josh, and Soffer is the voice behind @boywithnojob. Their mutual goofiness and cultural backgrounds provide unique perspectives on trending topics. Recent interview episodes have also gone viral, featuring guests such as Jason Nash, Bobby Lee, and millennial heartthrob Hilary Duff. This was a  recent standout opportunity for a female skew client with an older demographic.  It is recommended for any client with a similar consumer base looking for comedic podcasts. If you look inside, I’m sure you’ll find the link below for more details. Get The Deal The Odd One Isn’t Always Out Kristen McAtee and Alex Koot are two 20-something New Yorkers who are the best of friends, and love giving their loyal followers the greatest advice possible. No topic is off the table, including recent subjects such as consumerism, self-sabotage, flirting best practices, and female health stigmas. While the world is more open to different perspectives, and advice is aplomb on social media, Kristen and Alex feel like the people you want to hear from most and their Gen Z audience more than agrees. A recent test by a female skew B2B client saw quick and efficient results, and anyone looking for a society and culture offering should keep this in mind. Board the struggle bus in earnest by seeing below for more information. Get The Deal In Case You Missed It Essential Ingredients to Audio Creativity This week’s podcast references a number of insightful articles that are worth further exploration. We’ve highlighted the major articles below, so that  you can get the most out of the episode. The first article delves into the best practices for audio creative based on the Sound Creative research study conducted by Veritonic in partnership with Audacy. This research identified four essential components for successful audio ads; sonic branding, music, voice (multiple voices work better), and messaging – ads with more than four brand mentions drive higher purchase intent. Sonic branding alone can increase purchase intent and ad recall by double digits. Are you using these components in your audio ads? If not, take the time to re-listen to this week’s episode and see how you can apply the insights. Read More Match Your Creative to the Listening Experience Music has charms to soothe a savage beast -our next article explores how. The recent Spotify study shows how music impacts our mood, motivation, and overall well-being. Additionally, the study report looks at how different genres and types of music can affect us in different ways. Not surprisingly, consumers match their choices in music to their activities, and consequently, ads are most effective when they consider the consumer’s listening experience. A key finding highlighted in the Audacy Sound Creative research is that conversational-style ads work best in Podcasts since hosts are conversing with their guests and audience. Read More The Medium Moves the Message Sounds Profitable commissioned Signal Hill Insights to conduct a national study comparing the effectiveness of TV, AM/FM Radio, and Podcasts and their impact on brand metrics, including brand favorability and consideration. The study provided the results across a variety of brands, including Oxford Road clients, Indeed, and Shopify. According to the study, Podcasts provide incremental reach when added to TV and Terrestrial  Radio buys. Consumers are more likely to consider brands they hear about on Podcasts than TV and Terrestrial Radio. Comparing weekly consumers of TV, Radio, and Podcasts to non-consumers for the top five brands by media type, the study finds that Podcast listeners have higher brand favorability and consideration and are more likely to take action. Read More This Week in Great Podcast Reads Comedy’s Meanest Voice is Music to Our Ears Tone is everything. If there’s one thing we’ve learned from listening to hundreds upon hundreds of ad reads each week, it’s that the same copy plays so differently from show to show. What’s more, even within the same podcast nothing kills the momentum of an episode more than a jarring shift in tone to a subject that feels completely off-tempo, especially in a genre like comedy. Often when a comedy host wants to keep the fun times rolling, they’ll feel tempted to poke fun at a brand to get an easy laugh, rather than find creative ways to boast about its greatness, using their unique voice. Comedian Anthony Jeselnik and his long-time BFF (and NFL Network analyst) Gregg Rosenthal’s recent read for Tommy John proves that you can use humor in a brand’s favor to punctuate your enthusiasm for it. It also helps that while Tommy John prides itself on their unimaginably comfortable underwear and loungewear, they are self-aware enough to embrace any humor that comes their way. Still, Jeselnik dials his excitement for the brand up to a level 10 by the end of this read to explain to listeners why their current underwear does nothing for them. Win-win for all. This is the kind of consistency you can expect when you match solid copy with amazing hosts like Anthony and Gregg from The Jeselnik & Rosenthal Vanity Project. Listen Here Contact us for a Consultation  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!

On this Media Roundtable: Industry Edition, we’re back for Part 2 of our attribution deep dive (Part 1 was –catch up here). Oxford Road CEO Dan Granger is joined by fellow Oxford Road data wonks Giles Martin and Kyle Jelinek. Now audio attribution is almost nobody’s favorite topic, but if you care about you the money you’re stewarding, attribution is huge. At Oxford Road, we live and die by the accuracy of the results we can drive for our clients. That’s why we’re breaking down attribution so everyone can make smarter money decisions on what’s working on what’s not. Tune in for: Next-Level Surveys – Simple meets smart with predictive text. Time for Shade – The problems of porting Time-based analysis from TV to audio. Pixels – What this purported holy grail can and can’t do (peek into the famed Jelinek method of handling un-pixeled shows) MMM, That Sounds Good – The pros and cons of Media Mix Models Listen up, and you’ll not only stop glazing over when someone starts talking attribution, you’ll have a few back-pocket questions to ask and nerd out with fellow attribution buffs. Check out the episode by clicking the link below (use promo code INFLUENCER2 ). Listen Here The Classifieds You’ve Just Been Phil’d In This week we are showcasing two new agency performers, recently tested and already seeing great success. Our first amazing selection comes from Trival Media and is hosted by a familiar face from the world of YouTube. Philip DeFranco has been reporting on the news since the video platform’s early days and has amassed a staggering 6.4m followers. Available as a simulcast option, our recent booking did exceptionally well for a B2B client with a female skew Gen Z demo. DeFranco has always been a superb option for direct response agencies. His no-nonsense approach to the news, coupled with his bright, engaging personality, have made him an extremely brand-safe option for those inclined to test. While a younger demo is probably the best fit, DeFranco reaches a broader audience than you may think. Become a beautiful bastard today by clicking the link below. Get The Deal Roundup Recaps Now Readily Available Unless you’ve been living under the heaviest of rocks, you’re aware that Conan O’Brien Needs a Friend is a powerhouse in the podcasting arena. While the current audio-only option is hard to beat when it comes to reach, the folks at Team Coco and Midroll are offering an amazing opportunity for anyone looking to expand into video. Newly available recaps from the podcast will now be available on the production’s YouTube channel, showcasing the big moments that often get disseminated across social media. Clients will get their logo on the TV in the studio, on the screen in the lower third, and a host read. This is a great option for those looking for higher reach or comedy options to test. If interested, please click the link below; we promise it’s not a clip of Mac & Me. Get The Deal This Week in Great Podcast Reads We Hate Movies, But We Love Fast-Growing Trees Say what you will about the love-to-hate subculture of film enthusiasts, but these days it’s got a dedicated following. But not everyone can pull off the trash talk with the same grace and light-hearted tone that the hosts of We Hate Movies can. What sustains a podcast like this is not simply the hosts’ abilities to dissect some of cinema’s biggest flops; it’s the personality they inject into their commentary. Take the Fast Growing Trees ad read, for example; the host hits all of the copy points you’d want in a read, but what keeps us engaged (and why it works) are the personal details he throws in about his apartment and the pet-friendly plants he got from Fast Growing Trees. People are far more likely to take a recommendation from someone willing to give you a peek into some of their personal life, which is why finding a connection between brand and host is massively important when working in the influencer space. Listen Here Contact us for a Consultation  OXFORd In The News Ad Fraud Coming to an Audio Channel Near You Ad fraud is an issue that has been plaguing the digital advertising world for some time, and now it has extended to audio advertising. In a recent article, Marketing Brew’s Alyssa Meyers interviewed industry experts, including Oxford Road’s own VP of media Operations, Miranda Romano, to discuss the different tactics used by fraudsters to scam audio advertisers out of their money. Read More There’s Gold in Them Thar Tubes Ad buyers are looking to capitalize on the growth of video podcasts, with many buying directly from publishers to get access to the best inventory. This has led to a mini-gold rush as buyers compete for limited podcast inventory, driving up prices for better podcast placement. Digiday’s Sara Guaglione interviewed top agency execs, including Oxford Road Founder and CEO Dan Granger, to share their thoughts on the trend and the opportunity it provides Podcast advertisers. Read More 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!

AI, SVB, and ROI–oh my! This week on the Media Roundtable: Special Edition, the agents of influence are distilling insights from their whirlwind time at Podcast Movement–the world’s largest annual gatherings of podcasters and the podcast industry. Couldn’t be there? We’ve got you covered. Hosting is our very own Jennifer Laine, along with fellow Oxford Road movers and shakers Dan Granger, Steven Abraham, and Spencer Semenson. What new tools, forces, and trends did we see emerge that will shape our weird, beautiful industry? Let’s see : Monkey Hear, Monkey See  ️ – Thanks to AI, coming soon to a podcast near you will be visuals cued by audio clips. No more will a sports host have to describe a chart they’re looking at. Imagine showing the exact product a host is talking about on a live read… Suiting Up For 2024 – Everything is political. Ahead of the next election cycle, what’s the right way to approach conversations around brand suitability while trying to limit surprises? “Hey, You Look Familiar”  – Amazon, Wondery, Sirius, and more, Oxford Road alums are making waves all over the industry and We. Love. To. See. It. A Buyer’s Market – Budgets are contracting, inventory is expanding, and for the right brands, there’s a real opportunity to scale efficiently. Choose Your Own Ad-Venture ↔️ – Also, thanks to AI; interactive content is coming. How will it revolutionize perishable content (like sports), and what tailored ad opportunities will come from it? Missed the conference and want to soothe your FOMO? Get the industry insights you can’t get anywhere else by checking out the whole episode by clicking the link below. Listen Here The Classifieds Happy Wife = Happy Life The TikTok algorithm is a thing of beauty, meant to bring the most niche content to its 1 billion users. If a personality can make it across multiple “For You” pages, it’s a small miracle, and our first classified features two: Jon and Alex. Their account boasts 1.6 million followers and features content meant for couples whose love language is in-jokes, pranks, and constant roasting. Their refreshing and gut-busting humor makes them one of the apps’ most entertaining duos, and that energy easily translates to the world of audio with the release of the new podcast, Give It To Me Straight. This is a great option for clients looking for Gen Z and Millennial-focused comedy offerings, as well as any female skew advertisers who want to align with internet personalities. If you’re looking for the perfect reason to stop scrolling, click the link below. Get The Deal Kurtistown’s Mayor Officially Gets a Podcast We venture into the perilous world of YouTube to bring you another amazing opportunity from the folks at Headgum. As YouTube only begins to permeate network rate cards, this great opportunity from commentary creator Kurtis Conner is proving to be one of the best deals around. The effervescent Canadian is boasting nearly 5 million subscribers on YouTube with no sign of slowing down. The massive growth of his following is thanks to a penchant for thoughtful criticism, goofy humor, and long-form editing on niche yet entertaining topics. Kurtis’ podcast serves as both another avenue for freeform content and a platform to interview the internet’s up-and-coming personalities and entertainers. Testing this show would be very good for advertisers targeting Millennials and Gen Z’rs, so click below for more information. Get The Deal This Week in Great Podcast Reads A Wild Ride on Steve-O’s Toilet Oxford Road is vigilant in providing clear and direct messaging for our podcast hosts. But what do you do when the clearest message for the product you’re selling is outright disgusting? There’s a time and a place for innuendo, sure, but sometimes you’ve got to deliver the facts straight, no matter how ugly they are. Cue the Wild Ride! with Steve-O’s recent ad read for the TUSHY bidet, the cleaner yet affordable alternative to toilet paper that gets the job done better. What else can way say about Steve-O’s setup of the problem other than it’s simple and right to the point, leaving nothing to the imagination? Some might say they can get by without the gory details. Still, we’re going to argue that those explicit details—while unpleasant—make the ad so memorable, especially when you’re hearing them in that signature raspy voice of his. And what higher praise can be paid to a brand than being dubbed the host’s favorite sponsor? We won’t guarantee you’ll like this read, but we can promise you won’t forget it. Listen Here Contact us for a Consultation  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!

You’re a young marketer who needs a win–how do you test audio, show it works, and not get fired? On this Media Roundtable: Industry Edition, Bambee CEO Allan Jones tells us his marketing superhero origin story. Our very own Oxford Road CEO Dan Granger welcomes Allan back to the podcast with Oxford Road experts Giles Martin and Kyle Jelinek. We’re talking attribution, that messy, just-out-of-reach challenge that has plagued marketers since the beginning of time. Attribution’s all about doling out credit as close to the truth as possible (because anyone who says they’ve solved attribution is a liar). If you can get even a little bit better than the next company, you’ve unlocked a massive scale. As CMO of ZipRecruiter, Allan needed to drive growth for his new company. He saw the opportunity in podcasts and tackled it with an extremely data-based approach (Allan famously said, “I don’t wipe my ass unless the data tells me to”). Linking up with Dan in the early days of Oxford Road, Allan was able to incrementally build enough trust in podcast acquisition attribution to spend millions efficiently. He changed the trajectory of ZipRecruiter from a pre-series A startup to a billion-dollar publicly-traded powerhouse. Allan is an inspiration for many reasons. Instead of staying as a high-flying CMO, he started over with a new challenge, founding the successful HR-tech startup Bambee–who has the guts to do something like that? After his last podcast appearance in the wake of George Floyd (a must-listen), Allan fundamentally changed the way he leads, integrating his identity as a Black man into his leadership approach and leading with his whole self. And Allan is undeterred by even the most complex problem–chipping away at it with data, diligence, and building enough trust to move towards what matters. Tune in for: Hear me out: How Allan convinced Dan to be Bambee’s Interim CMO – and how, together, they were able to massively upgrade their attribution mode Goldilocks, SQL, and courage: The three things Allan recommends for marketers Low tech, high intellectual horsepower: Allan’s rule for any attribution system This week’s episode is two-fold. By the end of this episode, we promise you’ll level up your attribution skills and become a big fan of Allan Jones. Check out the episode by clicking the link below (and use promo code INFLUENCER ). Listen Here The Classifieds A Trainwreck You Can’t Look Away From Pop culture drama has always been difficult to monetize, but another positive attribute for podcast advertising is that you can often align with trendy topics via insular figures. Today we are presenting two podcasts centering on the internet and cultural gossip, one of which revolves around reality TV juggernaut Vanderpump Rules and is hosted by co-star Scheana Shay. Shay has been a cast member on the reality show since 2013, and amidst a recent cheating scandal that’s shaking the audience, she now has the inside track on what is happening, who is involved, and how it will affect the Bravo franchise. This option comes from the high-performing, female-focused podcast network Dear Media, which has been sourcing top-talent guests to align with network partners for years. Investing in this show’s upcoming episodes is a no-brainer for those who want higher-reach options with guaranteed added value. You’ll want to “Vander” pump your fist in the air at the great performance from this premium opportunity. Get The Deal Longtime YouTubers Spill the Scalding Hot Tea Sometimes, it’s just nice to divulge in petty, needless drama and escape from the mounting concerns of everyday life. That being said, not everyone has the time to be an internet detective, prowling for celebs’ secretive antics. Our second selection easily does that legwork and so much more. Hosted by former Viner and YouTuber Jessi Smiles, and content creator Lily Marston, every week, these besties look through the extremely online discourse that no one has time for to give us a focused perspective on the weird, the wild, and the utterly insane news cycle. Their banter and constant flow of jokes make for a great listen, and the simulcast video is always engaging and visually interesting. Though the show only recently launched, it is already an agency top performer and is highly recommended for anyone looking for fresh new comedy options to test. Lift your pinky finger at the tea party by clicking below. Get The Deal This Week in Great Podcast Reads A Bacon Obsession This week, The News & Why it Matters host Sara Gonzales removes the wool from your eyes, and despite her podcast’s decidedly political nature, this has nothing to do with politics. What is Sara fired up about this time? Meat—grass-fed, grass-finished beef, pastured pork and chicken, and wild-caught salmon, to be more specific. Yes, we’re talking about Shark Tank star and Oxford Road advertiser Moink and why it’s all the rage in the Gonzales household these days. Full of enthusiasm and with just the right amount of attitude, Sara tells her listeners everything they need to know about the brand and why you may want to ditch your store-bought grocery meat. Sara shares how her son is now obsessed with bacon and has  replaced the word “meat” with “Moink!” If you’ve ever questioned whether the juice is worth the squeeze in ensuring content creators are experiencing your product or service before they start endorsing – let this read stand as Exhibit A. Listen Here Contact us for a Consultation  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!

What can three brothers teach us about fighting fair and depolarizing the country? Find out in this week’s Media Roundtable: Special Edition featuring the Meiselas brothers of The MeidasTouch Network. Jennifer Laine hosts Oxford Road CEO Dan Granger and brothers Ben, Brett, and Jordan Meiselas, Co-Founders and Co-Hosts of The MeidasTouch. Like many of us, the Meiselas brothers started COVID quarantine–texting family and feeling anxious about the future. But they leveraged their unique skills (a legal degree, Emmy-winning editing talent, and professional marketing prowess) to form first a PAC, then a media network reaching millions that they’re hoping will shape America for the better. How do you go from zero to millions of fans in under three years? The Meiselas brothers focus on a broad charter of pro-democracy. Though decidedly left-leaning (just a casual scroll through their website will confirm any suspicion), the gang eschews labels, welcoming in followers across the political spectrum who think democracy in America is worth protecting. And they’ve built an engaged community that values honesty and transparency. You’ll see this trademark transparency on full display when the brothers highlighted times when their portrayal of conservatives worked against them or how, while in the passionate discussion, they’ve said something they’ve regretted.  This humility and ability to say, “I was wrong,” shouldn’t be surprising, but in today’s media landscape, it is. This level of openness runs through the entire MeidasTouch Network and is something we at Oxford Road love to see; and presents a major opportunity for brands looking to advertise to a highly engaged, massively responsive audience. Check out the whole episode–and maybe even become a little hopeful–by clicking the link below. Listen to the full episode here… The Classifieds Three’s a Crowd, but These Three are Brothers  This might be a little too old for most of Gen Z to know about, but back in the 1990s, there was a short-lived sitcom on ABC that starred the Lawrence brothers. Joey, Matt, and Andy starred together in Brotherly Love, a show centering around an older brother coming home to raise his two siblings. Now in their thirties and forties, the sibling trio are putting all their cards on the table and talking through their storied careers while looking back on their childhood fame and where they are now. TV rewatching is a prevalent and very popular genre and has become a great avenue for former co-stars and hosts to answer all their fans’ burning questions. This is definitely recommended for female skew millennial-focused clients who work well in the TV & Film genre. You don’t have to get to Philadelphia for some brotherly love; simply click below for more details. Get The Deal Something Waverly This Way Comes The nostalgia is potent in today’s podcasting scene, none more powerful than for shows watched in childhood. Adlarge Media is bringing a small slate of options to the audio space, all of which remain classics for younger millennials and older Gen Z’s. Our first selection is most likely the more popular recent drop, as the show it recaps starred singer and actress Selena Gomez. Wizards of Waverly Place ran for four seasons and spawned two DCOMs. Hosts Jennifer Stone (“Harper Finkle”) and David DeLuise (“Jerry Russo”) are rewatching every episode and interviewing the former showrunner and even former co-stars (including a recent interview with Gomez). Though the show recently launched, episodes have already covered some truly magical topics, such as on-set crushes, possible reunions, and all the best Disney-related gossip. Earn the title of “family wizard” by clicking below for more information. Get The Deal This Week in Great Podcast Reads Buy a 1 Minute Ad, Get 5 Minutes Free It would have been considered great if Ryan Bailey ended his endorsement for Nutrafol at the four-minute mark. Because usually, when you reach the call to action point of an ad read, you can assume it’s the end—especially when it’s already been going for four minutes.  But on this particular read for his show, So Bad It’s Good, Bailey went beyond the call of duty to deliver an extra minute and 45 seconds of straight bonus support for the brand and how this naturally formulated hair supplement is a simple and effective solution for hair loss. The total length of the read came in at just under six minutes. Sure, anyone could blabber on about a topic, but Bailey’s way of speaking keeps listeners engaged, which is why we’re such fans of his. It’s not the luxurious(his words) hair he brags about. Nor is it the pop culture knowledge he dumps on us. Simply put, Ryan Bailey’s got a natural ability to talk about a topic with the kind of endurance you can only dream of in a host. For any sponsors who appreciate a host who can take the reins on your message and run, we encourage you to get the So Bad It’s Good podcast in your corner. He’ll do the assignment and might even go for some extra credit. Listen Here Contact us for a Consultation  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!

You know how it’s okay when you tease a family member, but if anyone else pokes fun, you get angry? That’s what happened last week when our Oxford Road Founder and CEO Dan Granger read a recent article from the New York Times about the Podcast industry that painted a grim picture of the future. Dan took to LinkedIn to provide a more well-rounded view of the Podcast industry–one that embraces the still-emerging medium warts and all. Yes, growth has slowed, but as Dan states, “pricing is getting more rational, and brands that are in a position to grow can get back to the returns we saw in the early days (which were staggering).” Yes, it seems as if Podcast is once again in a buyer’s market, and we couldn’t be happier about it. If you’re ready to take advantage of the new opportunities Podcast presents, we hope that The Influencer provides some of the tools you need to succeed.  This week, we’re concluding our celebration of Black History Month by highlighting two podcasts, that in addition to being entertaining, actually work for performance marketers. Next, we dive into the world of personal endorsement and explore how to get the most out of your ad reads. Rounding out our In Case You Missed It section, we have more stats and charts than most can handle (we believe you to be a rare breed, dear reader–you can handle it). Finally, we wrap this week’s edition up with an example of a podcast ad read that showcases an uncanny transition between content and advertisement. Read More Here

This week on the Media Roundtable: Super Bowl Edition, our “agents of influence” are breaking down the winners and losers of this year’s multi-million dollar advertising showdown. Under center is Oxford Road’s very own Stew Redwine on the host microphone, along with fellow Oxford Road pro-bowlers Kristen Duenas, Neal Lucey, Jennifer Laine, and Alyssa Meyers (reporter at Marketing Brew). Who converted, and who doinked it off the posts this past Sunday? Here are the highlights and lowlights: Hold My Beer – Booze was big, but Miles and Keleigh Teller’s hold music dance for Bud Light was a brand standout for capturing a real moment. Like a Rock Star ‍ – Splitting the crowd (and possibly the uprights) was Workday taking aim at corporate speak with the help of a game Ozzy Osbourne. Gronk Shank – FanDuel’s kick of destiny didn’t go as planned with a wide-left miss, but on top of that, the whole stunt was confusing–managing to make a live moment look like it was pre-recorded. Once the 2023 Super Bowl Ad Winners are declared, this week’s podcast focuses on exploring viewership trends and discussing whether or not the seven-million-dollar bet is worth it. For MVP-caliber ad breakdowns and Monday morning quarterbacking you can’t find anywhere else, hear the full episode by clicking the link below. Listen Here The Classifieds Fly Through the Air With The Greatest of Ease As we continue our February highlight of black podcast hosts and creators, this week’s classifieds include two shows that have historically exceeded performance goals for many of our advertisers. Our first selection comes from our friends at RedCircle Technologies and is hosted by digital creator Les Alfred. Episodes of this self-improvement podcast involve topics that contribute to the overall wellness, financial independence, and stability of a working young professional woman. Alfred’s social media curation is key to her visibility as an expert in her field. As podcast hosts continue to diversify into social media and video production, this creator serves as a great example of someone looking at a 360-degree approach to reach and engagement. This podcast has been a top performer for multiple B2B and B2C clients this past year and has a high demo of Millennial and Gen Z women. Gain back your balance by clicking below. Get The Deal Getting the Bag, by Walking Purse First RuPaul’s Drag Race season 15 is in full swing, and past winners continue their winning streaks in the podcasting industry. Season 8 winner Bob the Drag Queen and All Stars season 4 winner Monet X Change have a special bond that verges on real sisterhood. Both are known for their running commentaries, savage sense of humor, and stark differences in style. They have often reappeared in other franchise series to bring up a new generation of queens and are known as true standards of excellence. This Studio71 show has grown exponentially since launching and is now a top agency performer in Comedy, a genre that is increasingly difficult to break through for podcasters. Recent clips of this simulcast show have found viral success on TikTok, gaining them a new Gen Z audience. Beat the competition, as well as your mug, by clicking the link below. Get The Deal In Case You Missed It Booze, Betting, Breaking Bad, Believers, and Billionaire Shoppers That alliteration of B’s summarizes our panel’s take on commercials for this year’s Super Bowl so concisely it doesn’t need explanation. But the rest of this week’s episode references so many we had to put together a quick reference guide to help you navigate. Have fun! Watch all 58 Super Bowl Commercials | LINK USA Today Ad Meter | LINK How the Jesus Super Bowl Commercials Were Received | LINK Super Bowl Ads Reflect Industry’s Waning Commitment to DE&I | LINK The Top 5 Super Bowl Campaigns you need to know about right now | LINK Super Bowl 2023 Ad Review – The Best and Worst Commercials from the Big Game | LINK Read More …But is It Worth It? Our team went over which commercials they liked and which they didn’t and shared some of the stats associated with Super Bowl viewership trends, but at the end of the day, does it matter? Neal Lucey leads the Media Roundtable in a discussion about which brands can benefit from a spot in front of America’s largest audience and which are wasting their money. According to Kantar, brands see a meaningful lift in ad awareness and word of mouth. But more importantly, Kantar’s study following the 2021 Super Bowl found an average ROAS of $4.60 for Super Bowl advertisers. If this data is true, we’d take those results, but like everything else in life, your results may vary. Read More 3 Out of 4 Doctors Agree Marketing Brew’s Alyssa Meyers shares findings from a recent study that uncovered that Super Bowl viewers were almost as excited for the ads as they were for the game itself. The Marketing Brew study explored other shifts in this year’s game, from waning excitement over the Halftime performance, how women could drive the uptick in viewership, and whether or not brands should share their ads before the big game. If you’re a statistic nerd like us, you’ll love her breakdown. Read More This Week in Great Podcast Reads Turning Pain Into Power Ads often begin by expressing a universally experienced problem before delivering a powerful solution In fact, it’s the staple of a great endorsement in our book. Identifying a problem might seem easy, but to make people care, they have to sympathize with it. To truly make an impression, you’re going to have to give that problem some depth. Sarah Galli, host of Andy’s Girls: A Real Housewives Podcast, provides a testimonial that demonstrates this well, outlining her experience dealing with a chronic illness. While it pains us to hear that Sarah—or anyone for that matter—is dealing with an ongoing illness, learning that she can use a free app like Zocdoc to help navigate the messy world of insurance and doctors warms our hearts on many levels. What Sarah does brilliantly in this read is that she makes you feel her pain with each of the details she describes.. She tells you she’s had to see specialists, but you don’t feel it until she mentions the cardiologist, endocrinologist, and neurologist she had to see. Describing her experience as chaotic is one thing, but when Sarah talks about calling office after office, you can feel it. Health issues are no joke, but Sarah has done a remarkable job of turning her tragedy into triumph. She’s been referred to as an expert when it comes to all things Real Housewives, but we consider Sarah a master when it comes to setting up an ad read. Listen Here Contact us for a Consultation  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!

Last Thursday, Punxsutawney Phil saw his shadow–meaning we’re more or less halfway through winter. While Groundhog Day traditionally marked the beginning of the end of wintertime, this past Saturday was the true middle point. But what does all of this mean for you? Hibernation time is over! Blink, and it’s Spring. Before you know it, BFCM is knocking at your door. Are you ready? As economic uncertainty looms, the media landscape is quickly becoming a buyer’s market, and the rules are changing. We hope that the opportunities we highlight, the articles we bring to your attention, and the tips we share in this newsletter help you make it through this season stronger than ever. Spring is the season of growth and rebirth; according to Phil, you’ve got six weeks. Are you prepared? The Classifieds Confidantes Make Space To Create Community We’re continuing our spotlight on black hosts in February with this wildly popular education podcast from Spreaker. Malcolm X gave a stirring speech in 1964 that included the quote, “The most disrespected person in America is the black woman.” Though we’re looking back from half a century in the future, that sentiment is still extremely prevalent today. It’s the mission of hosts Dr. Dom and Terri Lomax to combat this inequality and create open spaces for black women to vent, be heard, and find treasured kinship. Their conversations around \, race, biases, and wellness have created a trusting and loyal fanbase that direct response advertisers can only dream of connecting with. Every episode is extremely fresh, and the hosts’ energies make for an entertaining and enlightening listening experience. Become a sponsor of this cultivated conversation by clicking below. Get The Deal The Love Doctor is In Can we please be honest for a second: Love will never be easy. Though we now have dating apps that send you countless options for an amorous rendezvous, technology has also broken down many people’s interpersonal communication skills. The official dating advice coach of The Drew Barrymore Show and beloved columnist for the LA Times and Washington Post, Damona Hoffman, gives nuanced, thoughtful advice to her audience of hopeful romantics. Whether addressing hookup culture, astrology, or post-divorce dating, Damona is always lovably confident, more like a friend than a therapist. Freshly onboarded by Cloud 10, Damona’s podcast is very similar to many agency top performers in the Society & Culture, Heath & Fitness, and Self-Help categories and has been consistently adulated within the black community. Find your podcast test love match in the link below. Get The Deal In Case You Missed It Programmatic Podcast Predicted to Pxplode So we couldn’t think of a synonym for massive growth that began with a “P,” but that’s exactly what a recent study from Acast is suggesting. According to the IAB’s Podcast Advertising Revenue report, between 2019 and 2021, dynamically inserted ads (DAI) increased from a 48% share to 84% of ad revenue. Although DAI can mean many things, it has laid the groundwork for adopting programmatic buying in podcast advertising, and massive growth is inevitable. But let’s not put all of your eggs in the DAI or programmatic basket just yet.  The growth in efficient activation methods must be balanced with the benefits that make podcast advertising so compelling: host endorsements and high brand recall in an intimate environment with limited ad clutter. Read More Q4 Podcast Benchmark Magellan AI has been busy releasing two major industry reports; the first of which is the Q4 Benchmark. The findings on this report include an increase in podcasts’ spend of 23% vs. Q3; 1,718 new brands advertising on podcasts; an increase in usage of 30-second ads to 38% of ads monitored; and possibly related to the shorter ad length, an even split between brand and direct response advertisers. Additionally, Magellan provides valuable information on brands and categories leaning into podcast advertising while providing an overview of key trends. One very interesting finding, given YouTube was a subject of the last Influencer newsletter: Podcasts simulcast on YouTube saw an average renewal rate of 46% by direct response brands compared to 36% for (audio only) podcasts. There is a ton more to dive into–click below for the free download. Read More Podcast’s Annual One-Sheet Magellan’s second report to come out recently is Podscape, the podcast industry’s annual one-sheet. In partnership with Bryan Barletta from Sounds Profitable, Magellan’s Podscape provides marketing executives with an overview of the industry, covering agencies, publishers, measurement services from attribution to brand safety, and trade publications for the latest news and trends. If the massive list of logos is daunting, we can help you navigate. Click Here to chat. Read More Radio Works! Coming to our attention by way of the Cumulus | Westwood One Audio Active Group, Radiocentre released an article that discusses the results of the Big Audio Datamine, a research project that gathered insights on the UK audio landscape. It found that audio media, such as radio and podcasts, are more popular than ever, and that audio advertising is a powerful tool to reach and engage with consumers. Recognizing that the source is the UK trade organization for commercial radio, the research is still worth our attention given that it was a meta-analysis using the results from over one thousand radio effectiveness studies. Our verdict: The results are compelling if not all that surprising, given terrestrial radio’s mass, efficient reach. If marketers aren’t considering terrestrial radio due to perceptions of listenership shifting to digital or attribution challenges, we suggest a second look with reach & frequency as a front-end metric followed by brand tracking and/or market mix modeling for long-term measurement. Read More #SaveTheLiveReads How Do You Frame an Ad Read? There are no two ways about it. A political podcast diving into the numerous, and often nuanced, topics impacting women necessitates a host with strong opinions. Lucky for Crooked Media, their podcast Hysteria has got two. And talk about qualifications; these women have experience across various outlets, from comedy to political commentary to government. As we’ve learned, voices with strong POVs like these often yield the best ad reads, which brings us to our spot for Grove Collaborative. Hosts Erin Ryan and Alyssa Mastromonaco knock it out of the park with their combined testimonial for Grove’s all-purpose surface cleaner and detergent, but it starts out deceptively blah. For the first 60 seconds the hosts trade off lines from the approved copy with the enthusiasm of a child writing Thank You letters, but at the one-minute mark, everything changes. Erin and Alyssa start talking about Grove and the products they like most in a conversational manner that sounds more like show content than an advertisement. We’re framing this one, and on the bronze plaque underneath will say “How to Do a Testimonial.” Listen Here Contact us for a Consultation  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!

This week on the Media Roundtable: Industry Edition, the agents of influence are tackling the rise of the video podcast. Let’s dig in. Oxford Road’s own Stew Redwine is back on the host microphone, joined by fellow Oxford Road luminaries Neal Lucey, Spencer Semonson, and Kristen Duenas. At the top of everyone’s mind: Listen Here Video Can’t and Won’t Replace Audio Podcasts – Audio-only is great for listening while doing something else, but people generally prefer video content to audio. The result? Expect higher production-value video podcasts to steal share from TV in the future–there’s only so much watch time in the day. Podcasters Want Your Eyes Too – YouTube has a bigger reach than Cable TV (68% vs <50% of US HH), and it’s preferred as a podcast platform over Spotify and Apple Podcast. If podcasters can tap into the YouTube market, it would represent a massive boost for their audiences. No Google Podcasts in Google Search – It used to be a Google search for a podcast that let you play an episode right in the search results. Not anymore. Could this be a nudge towards YouTube for consuming podcasts? Right Wing Throw Down – The Daily Wire and Steven Crowder feud over contract negotiations that fell through. A key clause was multi-million dollar salary losses from getting demonetized–a real risk for the controversial personality and a sign of brand safety conversations to come. A Smarter Alexa? – ProKNX launches the first ChatGPT-enabled smart speaker. But this goes deeper than AI conversations in your living room. Consuming AI-created content is only increasing from here. The Classifieds Come Shake the Money Tree In February, The Influencer will be exclusively highlighting black hosts and creators to celebrate and acknowledge Black History Month properly.. Our first selection comes from our friends at Redcircle Technologies and is hosted by Rashad Bilal and Troy Millings. Financial literacy has become a huge topic of conversation in podcasting due to the economic fluxes of the past fourteen years. Elitists have been gatekeeping this information for generations, but Bilal and Millings are here to show that money management is attainable for everyone. In every episode, the twosome discusses business topics in sports, entertainment, or finance and digs into the backstories of successful entrepreneurs to understand their long-term growth strategies.Clients who see success on business-related podcasts are best suited for this show, regardless of age demo. Make money moves by clicking the link below. Get The Deal Jump Up, Jump Up to Get Down The yearly UCLA Hollywood Diversity Report showed an increase in leading roles for people of color in 2022, effectively quadrupling the stats from 2011. Even with that immense progress, a vast disparity still exists in the film industry, and it has been a consistent source of pain for many minority communities. The Slate-produced podcast, Black Men Can’t Jump [In Hollywood], is hosted by Jonathan Braylock, Jerah Milligan, and James III, comedians from the Astronomy Club and Upright Citizens Brigade. Every week they watch a film starring an actor of color and discuss the racial undercurrents and diversity issues permeating Hollywood. This is a top-rated podcast that has seen both critical praise and fervent listener loyalty since it premiered in 2015. This is best suited for advertisers looking to reach an educated, diverse, and involved audience interested in entertainment and film history. Jump on this opportunity, if you can, by clicking below for more information. Get The Deal In Case You Missed It Video Can’t Kill The Audio Star A recent article from ThePodcastHost.com explores the importance of audio podcasting in the digital media landscape and why it will remain a popular form of content consumption despite the rise of video. There always be a place for audio-only podcasts, as they can be consumed while doing other activities. However, when given a choice, consumers generally prefer video content over audio. So should advertisers explore more video opportunities and cut back on audio? No. Audio is its own unique and very powerful medium, and it’s here to stay–use the Audio and Video together, playing each other’s strengths to your benefit. Read More Friends, Romans, Podcast Listeners, Lend Me Your Eyes We’ve established Audio isn’t going anywhere and advised you to use it alongside Video in your marketing mix, but what does that look like? Morning Consult explores the growth of podcasts offering audio with accompanying video content for consumers to watch AND listen. Given the massive reach of YouTube – reaching 68% of US consumers, which compares to the reach of all digital audio services COMBINED (MRI) not to mention Cable TV (less than 50% of US HHs subscribe (MRI), – video presents a massive opportunity to increase the reach of Podcasts. Read More “Hey Google, Where Are My Podcasts?” Google has removed the ability to autoplay Podcasts directly via the search engine results page (SERP). Google has positioned this as an improvement in user experience. Call us cynical, but somehow we find it difficult to see how this change benefits consumers. Maybe just maybe, Google would prefer consumers to get their Podcast content on YouTube, where they monetize views with video ads. If it doesn’t make sense, it probably makes dollars. Read More Have You Seen An Elephant Fight? The right-wing news community is splintered over the recent feud between Steven Crowder and Daily Wire, which started when Crowder ranted about a contract offer gone wrong during an episode of his show. To sum it up, Daily Wire offered Crowder $50m for a 4-year deal but had a clause that if the show were to become demonetized (which it constantly balances on the edge), the fee would be reduced. This resulted in multiple jabs across social media. The discourse around the industry has heightened, especially around the marketability of creator skillsets and the monetary gain of specific personalities. This also brings up the ever-growing focus on brand safety, which often broaches timely controversies vs. controversial content. Read More This Week in The Robots Are Taking Over ChatGPT is at the forefront of our minds, and everyone is exploring new usecases for this incredible technology. The French company, ProKnx has released the world’s first smart speaker enabled with ChatGPT, a natural language processing system that can respond to voice commands in a conversational manner. While we’re using this technology to build our own protocol droid, we want to stress that “Voice” is not going away. It will be a crucial part of the future of computing, and marketers need to get smart about it. Read More This Week in Great Podcast Reads Unbelievable Underwear & Fore Play When you’re spending money on underwear you probably could have gotten for free, you’ve either got a problem, or that’s true brand dedication at play. You’ll be happy to know it’s the latter for the hosts of Fore Play, Barstool’s weekly podcast about all things golf.. As longtime partners—and evangelists of Tommy John’s ultra-comfortable underwear you might say the bar has been set high, so when you hear one of the hosts refer to them as ‘life-changing,’ you’re inclined to take their word for it. If you don’t have this relationship with your favorite underwear, don’t worry. A lot of the credit can be paid to the hosts’ unique voices. While they might seem like a couple of regular guys just talking golf, they’re pros at it, and it’s no different for the products they support, making thist another hit podcast for you to consider from the Barstool Sports network. Listen Here Contact us for a Consultation  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!

Does it feel like 2023 yet? Yes, we celebrated the arrival of 2023 earlier this month, but there is always a period in which the previous and current years overlap. Remembering to write the correct year on your checks at the supermarket used to mark the true beginning, at least mentally. But now it seems many are stuck in limbo. Here at The Influencer, we’re officially announcing that 2023 is here. If by the last full week of January, you’re still wishing people “Happy New Year,” if your holiday decorations are still out, and please, dear reader, if you’re STILL running “New Year, New You” creative in the market, it’s time to pack it all away ‘till next January. It’s the same for us. In the first part of this month, we focused on recaps & prognostications, and now we’re getting back to normal–actually better than normal. We’re proud to announce that we wrangled Oxford Road’s strategy guru Neal Lucey to the team to curate our “In Case You Missed Its.” As always, Spencer Semonson will continue to share unbiased show opportunities you won’t find anywhere else, and Antonio Coronado will continue to scour airchecks to find the best podcast reads of the week. The team is better than ever, and we hope that you find our newsletter even more informative and, hopefully just as entertaining. So here’s to the true beginning of 2023 – Happy New Year (okay last one). –Kyle Jelinek – Editor in Chief The Classifieds OBGYN Shows That YouTube is Merely Child’s Play As the conversation builds around YouTube’s viability for direct marketers, agencies are paying more attention to what’s already seeing success. This week we’re bringing you two YouTube-specific opportunities with open availability in Q1. Our first selection comes from the Health & Wellness category and is hosted by Dr. Jones, a board-certified OBGYN and mother of four. Available through the influencer network Select Partnerships, Jones’ videos cover topics that affect most people with a uterus, including childbirth, STIs, and period pain. She also reacts to popular media and gives her informed, expert analysis in lieu of the misinformation we often hear. This channel boasts a whopping 1.25m subscribers and has a large female skewing audience predominantly in the 25-34 age range. If you’re a babe in the woods looking for some help, click the link below. Get The Deal Movies So Bad They’re Good Again During the height of the pandemic, many young professionals turned to comfort YouTubers to entertain themselves while working from home. A rising star during that time was Nick DiRamio, an incisive, funny, and consistent TV & Film commentator. The former production makeup artist has amassed an audience of 314k subscribers in only two years and has gained a loyal following from dissecting popular YouTubers’ content. His commentary series on bad movies, called Clip Breakdown, has become a great option for many direct-response advertisers. DiRamio is a unique critic, able to deliver constant jokes while proving to be extremely knowledgeable on film production, gaffes, and script doctoring. This opportunity is best suited for an LGBTQIA+ Gen Z or younger Millennial audience who love comedy and online drama. Get your popcorn to join in on the watch party below. Get The Deal In Case You Missed It Spotify Layoffs Spotify has announced that they are cutting 6% of their workforce due to the current economic climate. This is part of a larger trend of tech layoffs across the industry. With the pandemic accelerating the listenership of digital audio, Spotify took a bullish approach with acquisitions and investments in big-name content producers – namely Joe Rogan. Fast forward to today and advertisers are reducing spending in an uncertain economy plus Shopify has redundancies as a result of recent acquisitions – e.g., Chartable & Podsights. The layoffs are not all that surprising especially considering the likes of Google, Microsoft, and Amazon are also reducing headcount. Oxford Road sees an upside for marketers as Podcast is moving from a seller’s market to a buyer’s market. Brands can be increasingly bullish on the channel for their purposes while acknowledging the growing pains that many suppliers are going through. Read More Podcast; A Buyers Market Again? Springboarding off the previous article, we’ve been talking a lot about the state of Podcast lately. Using Indeed (Oxford Road client) job listings, the number of podcast job openings has declined. This is driven home by Spotify’s news and layoffs at other audio organizations such as SiriusXM, Acast, and NPR. Despite recent headwinds, Podcast advertising is expected to grow to $2.3 billion in spending by the end of 2023, according to eMarketer; it’s just slower growth than we’ve seen in the past. Companies like iHeartMedia, The New York Times, and The Wall Street Journal are even expanding their teams and growing. In fact, this recent article from Digiday cites that iHeart’s podcast revenue grew 42% year over year. For advertisers, these ups and downs are a good thing; rates go down, CPMs decrease, and greater efficiencies can be gained. The spoils will go to those who are most aggressive or have negotiating leverage. Read More Where Did All of the New Podcasts Go? An article by the Nieman Lab asks, “where did all the new podcasts go?” In 2022, there were 219,000 new podcasts launched, a significant drop from the explosive growth of 1,109,000 new podcasts in 2020. However, the massive spike in new content in 2020 was undoubtedly driven by the Covid-19 pandemic, and the lower 2022 numbers indicate things may be returning to normal. Marketers may wonder if this fewer number of new podcasts means the medium is past its heyday. But the reality is that podcasts have grown significantly from around 800,000 in 2019 to over 4 million in 2022. Similarly, podcast listenership has also increased, but the growth in available content has far outpaced audience growth. In 2019, there were roughly 40 unique listeners per podcast, compared to less than ten unique listeners per podcast in 2022. Fewer new podcasts being introduced is not necessarily an alarming development given the large amount of available content. Read More What is Old is New Again Where do you find new music? For decades it was local radio, and a recent article from Billboard suggests it may be again. The article covers the success of two public radio stations, KEXP and KUTX, and their commitment to introducing new music to their audiences and details how they were able to grow their audiences and support new music. It’s refreshing in 2023 to see that new music can still be found on the radio, albeit on a relatively small scale and primarily within public radio. While ad spending in audio has shifted to digital and will continue to do so, the reach of terrestrial is still unmatched, even if most commercial stations stick to tried and true playlists. Read More This Week in Great Podcast Reads Hala Taha is a Shopify Fanatic Find someone who gets your brand and captures it with the same excitement and pure joy that Hala Taha does for Shopify. If we didn’t write the copy and place the ad on her podcast Young and Profiting ourselves, we’d swear she was Shopify’s official spokesperson. We could go on about how her read for the all-in-one global commerce platform makes you experience the rush she feels using it, even going so far as to mention the dopamine hit she gets whenever someone makes an order on her site. We could also gush about her expert testimonial, with all the specifics to make it real and, more importantly, relatable. The way she underscores how quick and easy it was for her to set up chat is a perfect example of repetition. Or we could discuss how the read flows perfectly into the theme of her podcast, making dreams into actionable steps. But better yet, listen for yourself and tell us your thoughts. If you agree with us, then let Young and Profiting’s host take action toward your brand’s dreams. Listen Here Contact us for a Consultation  OXFORd In The News The Latest in Our Brand Safety Crusade Dan Granger, CEO, and Founder of Oxford Road, shared his observations on the growing popularity of audio ads in a recent interview with MarTech. Dan emphasizes the importance of brand safety and suitability, ad delivery verification, and international podcasting for businesses investing in audio initiatives. He also recommends best practices for companies looking to boost their audio ad goals and plans and expresses his thoughts on the future of the B2B tech/MarTech-AdTech industry. Read More 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!

This week on the Media Roundtable: Industry Edition, the agents of influence are tackling how podcasts are responding to market pressures. Let’s dig in. Leading the charge again is Oxford Road’s very own Jennifer Laine on the host microphone, along with fellow Oxford Road luminaries Dan Granger, Neal Lucey, and Bloomberg’s expert audio reporter Ashley Carman. “If somebody has to start by following one journalist in this field (audio advertising), it is Ashley Carmen, period.” – Dan Granger. Join Dan, Ashley, Neal, and Jennifer as they deep dive into the world of Podcast advertising and share practical insights for marketers in the space. At the top of everyone’s mind: The Great Podcasting Market Correction  – Hiring freezes? Fewer blockbuster acquisitions? Ashley Carman walks us through her excellent reporting on where the podcast boom goes next. “If It’s Not Bolted Down, Sell it.” – From interactive events to guests paying their way. Welcome to non-traditional revenue sources for podcasting as a hedge against lower ad sales. Is 2023 The Year for Brand Safety – With brands focusing on their bottom lines, new brand safety tools will help lane lines. 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. Listen Here The Classifieds Long Ago History is Made New in Limited Series This Monday marked Martin Luther King Jr. Day, an occasion that celebrates, recognizes, and honors the work of one of history’s most distinguished heroes. King’s life and work were arguably complex, and his death is an example of the many losses he suffered to ensure equality for all.  Premiere and Tenderfoot produced a pivotal historical limited series that examined the plot to assassinate King and the eyewitness accounts of those who observed the insidious origins. This production comes from the creators of such popular podcasts as Atlanta Monster and Monster: DC Sniper, both of which covered true crime stories by interviewing bystanders and insiders. This opportunity fits within the history, education, and true crime genres and is best suited for clients that want to reach a diverse and conscientious audience. If interested, please click below for more information. Get The Deal Bite-Sized Info Packs a Wallop Though February marks the traditional start of Black History Month, it’s never too early to discover the oft-buried and unknown origins of some of America’s foremost black icons. Available through Audacy and produced by Pushback, Black History Year will be premiering its seventh season this March and recently released a special episode on Martin Luther King Jr. Other recent episodes have covered Nella Larsen, Billie Holiday, and the 13th Amendment. Each episode only runs for 3 minutes, packing a quick punch for those looking to educate themselves on more complex issues and topics. Short-form podcasts like this, are often best aligned with brands looking to target young professionals interested in current events and self-improvement. To align with this key opportunity, please click below for additional details. Get The Deal In Case You Missed It The Year of the Podcast Correction? Our panel launches with a spirited discussion on the state of podcast and how the changing economy in 2023 will affect 2022’s media darling. The basis of this topic stems from an article written by our guest panelist, Ashley Carman, that shares how while the podcasting market has been going through an extended period of growth, it’s finally slowing down as investors become more prudent with their money and more companies offer podcasting services. This has created a ‘market correction’ where companies now have to compete on a more even playing field and begs the question, “is podcasting ever really going to be a big thing?” For advertisers, this means more of a focus on programmatic, less host engagement, but perhaps better deals. Read More Podcasts and NTR In the radio world, any monetization sources not directly related to advertising sales is called NTR, or non-traditional revenue. Our panel discusses how as podcast hosts/shows grow their community, they’re beginning to explore alternative channels to grow revenue and/or engage with their audiences. We expect to see more podcast events and monetizing video simulcasts, merch, and every other possible way to connect brands with content creators. Read More The Year of Brand Safety? Next, the panel focuses on brand safety. A recent article from The Brand Safety Summit discusses how the current state of digital media and advancements in brand safety technology will potentially make 2023 the “year of brand safety.” It dives into the potential benefits such a shift could bring to the digital media industry, including improved trust, better ROI, and greater transparency. Dan mentions an often-quoted line from Howard Schultz that says, “the price of admission for being a values-driven company is financial performance.” New Brand Safety tools like Barometer will act like Waze for your media campaign, helping you navigate through the congestion and bypass obstacles so you can reach your destination (profitability) faster. Read More This Week in Great Podcast Reads Bad Takes, Good Causes “Saving lives”—probably not the first words that come to mind when you think of podcast endorsement, so we’re proud to say last week’s ad read for Givewell might be a first for you. It’s all thanks to the company’s mission to empower charity donors to make informed decisions when giving to the world’s highest-impact causes. That and, of course, the great work of truth-seeking podcasts like Bad Takes. You can always count on Bad Takes’ host Matthew Yglesias, a journalist for well-known publications like Grid News, to do his homework when it comes to investigating his sponsors. As you’ll hear in his testimonial, Matthew’s been working with Givewell-recommended charities for years, which tells you everything you need to know about his commitment to his partnerships. If you’re ready to take on a podcast committed to your cause, Bad Takes might be the one for you. Listen Here Contact us for a Consultation  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!

This week on the Media Roundtable, we complete our special two-parter with a look ahead at the podcast trends shaping your 2023. Leading the charge again is Oxford Road’s very own Jennifer Laine on the host microphone, along with Oxford Road CEO and founder Dan Granger, Alyssa Meyers (reporter at Marketing Brew), Bryan Barletta (founder of Sounds Profitable), and James Cridland (editor of Podnews and radio futurologist). The panel puts their collective heads together to prognosticate what will transpire in what already promises to be a dynamic year for marketers and the world. Click the link below to hear their take on… Verification, All I Ever Wanted – When you buy a mid-roll, what are you getting? Across publishers, impressions, downloads, and the number of ads in a break vary greatly. The panel expects verification and standards to reach a critical point in 2023. Did someone say a savvy buyer manifesto? The Rise of Remnant – Signs point to remnant ad buys playing a big role in 2023 media mix. The panel takes lessons from radio and hopes spot values won’t tank as a result. DTC BRB? – When DTCs advertise in difficult climates (*cough* recession *cough*), they’re looking for what they know will work. Will that be podcast, or will they let the brand advertisers swoop in? The Value of Values – There are no atheists in foxholes, but are there still values-driven companies in recessions? The panel is split on whether or not purpose can compete with profit in this financial climate. For industry insights you won’t get anywhere else, listen to the full episode by clicking the link below. Listen Here The Classifieds Is My Money Not Green? We continue to highlight podcasts centered around self-improvement as we kick off yet another trip around the sun. Many of us  are looking to create healthy habits, reassess our goals and values, and start the hard work of changing ourselves for the better. Host Patrice Washington is a bestselling author and venerated TV personality who has coached many women to a life of fulfillment and monetary success. Washington’s approach comes from a realignment of spiritual and religious principles instead of traditional deprivation. Her episodes often focus on attainable steps one can take to better their everyday life. This is a great opportunity for advertisers to reach an audience of religious and entrepreneurial women who showcase abject loyalty for a host. If you want to shake the money tree with us, please see below for more information. Get The Deal Masculinity Made Motivational In an age where male podcast hosts are becoming increasingly incendiary with their takes on masculinity, Nice & Neat serves as both an inspirational totem and a necessary counterweight. Hosts Jalon Webster, Duke Ihenacho & Omar Bolden are helping men do the painful work of bettering themselves without demonizing other groups in the process. Recent episodes have covered topics such as being vulnerable in a relationship, rediscovering yourself after having kids and being confident in social situations. Many direct performance advertisers targeting Gen Z and Millennial men have successfully tested this Audioboom show. A significant part of the audience is female, so it is recommended for clients looking to reach women interested in self-improvement as well. If you’d like to be a macho macho man too, just click the link below. Get The Deal This Week in Great Podcast Reads Stacy’s Dogs for Nom Nom The beauty of partnering with a holistic health and happiness podcast, like Stacy Toth’s The Whole View, is that you know she’s going to get to the heart of your brand’s message because she’ll believe in it. Your ad copy will be the vehicle she uses to talk about what makes her happy. And when it’s done right, what you’ll get is something that sounds like her endorsement for Nom Nom, the pet-conscious company that delivers fresh nutrient-packed meals for your dogs. Not only does she articulate that Nom Nom is the only food her dog won’t refuse, but she takes it a step further by quantifying the savings, stating her dog’s meals cost one-third of what they used to. All of this before we even get the offer. For Stacy Toth, though, the love doesn’t end with her dogs. If you’re interested in what The Whole View can do for you, we suggest you have a listen. Listen Here Contact us for a Consultation  OXFORd In The News Podcast Predictions from Marketing Brew Part Deux Following last week’s predictions on the podcast landscape, Marketing Brew’s Alyssa Meyers posted a follow-up article on what this year means for brands citing comments from industry experts, including our own Dan Granger. This week’s article explores which brands may take the lead in podcast ad spending this time around the sun, and discusses the growth of consumption and the potential for brands to reach larger and more engaged audiences through podcast advertising. The article also outlines the current state of podcast advertising and details the rising popularity of performance-based podcast ad models. Lastly, it identifies the brands that are likely to become major podcast ad spenders in 2023, including businesses from the food and beverage, automotive, and CPG industries. Read More 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!

It’s that time of year when we take account of the past and start to think about the future. This week on the Media Roundtable, we’re doing just that in a special, two-part episode. We kick things off with a look back at what 2022 brought us from a media perspective with host Oxford Road’s very own Jennifer Laine, along with Oxford Road Founder & CEO Dan Granger, Alyssa Meyers (reporter at Marketing Brew), Bryan Barletta (founder and Partner at Sounds Profitable), and James Cridland (editor of Podnews and radio futurologist). In part one of this conversation, our industry experts touch on a number of topics, including: A Podcast By Any Other Name – 2022 was the year of Audio with “Podcast” leading the way. However, with Podcasts now showing up on YouTube, Audio Streaming Platforms, and even Radio, what does the term mean anymore? Our panel discusses the need to define the term Podcast and proposes renaming the term all together. Rise of Subscription-Based Podcasts? – With Apple, Spotify, Patreon, and more now offering listeners a premium service for a price is ad-supported content threatened? The panel has a mixed take on the topic, but the general consensus is no. Data, Data, Data – The second half of this week’s episode is about data in the Podcast industry. The panel discusses the massive growth of available data but questions the transparency, validation, and bias in the areas of performance tracking and impression counting. The consensus is that the Podcast industry needs a truly independent third party to tackle these issues and then pray Spotify doesn’t acquire them.  Next week we’ll release the second half of this conversation, where we look to the year ahead, make predictions, and someone gets thrown under the bus.. Stay tuned! Listen Here The Classifieds Nutritionist Plates Some Food for Thought Now that the champagne corks have been popped and the new year freshly christened, most podcast listeners are gravitating towards general self-improvement. The most popular New Year’s Resolution is to lose weight, and for all those eager new gym rats, our first classified aims to please. Wellness expert and independent podcaster Kelly Leveque is looking to give her listeners a full view of nutritional health and help build a healthy relationship with food. The celebrity nutritionist interviews experts in the fields of pharmacology, neurology, nutrition, and alternative health, filtering food through a healthy lens of self-acceptance. This opportunity has been heavily tested with our female skew clients, especially those with a target demographic of young mothers, health-conscious Millennials, and highly educated individuals. Receive your clean bill of health by clicking below for more information. Get The Deal Business Learns to Respect Boundaries         For those looking to define their keys to success or find the right career path, Crooked has the definitive podcast for you. Author Anne Helen Peterson has been lauded recently for her writing on burnout culture and work ethic in the digital age. In this newest venture, Peterson interviews experts and friends; to commiserate and introspect on the biggest questions related to the workforce. Recent episodes have dealt with the language in job postings, toxic work environments, and managerial standards for new leaders. This is an excellent opportunity for clients looking to reach young professionals interested in mental health, efficiency, and relationship building. Many advertisers who perform well in the business genre are testing heavily in Q1 as well. Let’s optimize this holistic view by thinking outside the box or just click the link below. Get The Deal This Week in Great Podcast Reads The Full Taylor Experience in 2023 If you’re still setting 2023 sponsorship goals, we’ve got one you won’t want to miss: Get someone to relay your brand’s user experience the way Taylor Strecker does for Zocdoc in her read on the Taste of Taylor podcast. Some key takeaways from this read: 1) The power of effortless substantiation. Taylor opens the read by simply revealing she grew up with a doctor dad, making you automatically trust her word over someone else’s especially when it comes to a healthcare app like Zocdoc, which provides patient-reviewed doctors. 2) The term Hemis no longer belongs to the world of American engines anymore. You’ll know what we mean when you listen to the spot. The “Hemis” statement truly communicates that a host with this much confidence in your user experience won’t steer your audience wrong. So one way to kick things into gear in 2023 is by getting the word about your brand out on the Taste of Taylor podcast, but we don’t recommend just a taste. What we offer is the full, unfiltered Taylor experience. Listen Here Contact us for a Consultation  OXFORd In The News Walking into 2023 Like… Our very own Dan Granger was featured as one of the industry experts in a recent article from Marketing Brew that looks at the future of podcasting in 2023. Along with Dan, other industry leaders discuss the potential for programmatic buying and increased demand for ROI measures and audience engagement. They also suggest that podcast creators will need to be creative about new ways to grow their audiences and that brands will must produce content that can be used across multiple platforms. Finally, they address the need for third-party impression verification and new attribution solutions for podcasting. Read More 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!

“You’re probably going to be visited by some ghosts tonight.” My 16-year-old son said this to me last week when my patience had been tested to the end, and I didn’t have to think for a moment about what he meant–it was his way of calling me a Scrooge. He was right. This time of year is exceptionally rough for us in the advertising world. On the one hand, we’re frantically tying up loose ends, and on the other, we’re locking in plans for the next 12 months. It’s exhausting, and if you’re like me, it’s easy to forget about what matters in life. The chaos of this season isn’t just for us, though — anyone trying to balance work with social and familial obligations is bound to feel the pressure. That’s why this week’s edition of The Influencer will be a little lighter. So, instead of the news of the day, let us be your guides as three ghosts visit you — in the spirit of the season, we hope it brings you a bit of peace and joy. Next week, we’ll take a break to enjoy the holidays, but we’ll return in January with our predictions on what 2023 will bring and more industry news you need to know. Until then, the happiest of holidays to you and yours! Influence responsibly. The Classifieds Lonely Hearts Club President Starts a New Term As we wind down the year and prepare for a season of festivities and yuletide cheer, it’s only natural to look back on 2022. The iHeartRadio Podcast Awards reflect the best podcasts of the year, highlighting our industry’s outstanding work. This first category is probably our favorite: Best Ad Read Podcast! A host who knows how to give their most, Nicole Byer has several great podcasts, but it’s the always hilariously honest Why Won’t You Date Me? that listeners consistently love to recommend. Recent guests have included LaLa Ri, Keke Palmer, and Larry Owens, lending to jaw-dropping conversations so funny that this classifieds’ writer was rolling on the floor laughing. This option is always suitable for female skew clients who want to reach an engaged, loyal, and giggly audience.  No need to bust out the dating apps; your love match awaits at the link below. Get The Deal Critics of Culture Gain Cultural Nomination                      Our second nominee is up for Best Pop Culture Podcast and comes from the folks over at Crooked Media. The reasoning behind this show being included as a nominee and amongst most trendsetters’ podcast diet is clear from the first minute of any episode. Hosts Ira Madison III and Louis Virtel create a delightfully spontaneous environment with their energetic banter, snide comments, rich commentary, and informed and educated opinions on both high-brow and perceived low-brow culture. The guests they choose to interview always lend to deep and one-of-a-kind conversations that give their listeners a friendlier view into supposedly insular worlds. This is a great option for clients looking to reach younger HHI individuals with interest in diversity, internet culture, and drama. Climb down into the conversation pit and take a seat via the link below. Get The Deal In Case You Missed It The Ghost of Christmas Past Released in 1983, Mickey’s Christmas Carol was the first original Mickey Mouse theatrical cartoon produced in over 30 years. For many Gen-X’rs is the only version of the Dickens classic worth watching. If you’ve somehow missed watching the 28 minutes of holiday perfection this year, it’s streaming on Disney Plus. Read More The Ghost of Christmas Present SNL is hit or miss these days, but they knocked it out of the park with a recent parody sketch of A Christmas Carol featuring Martin Short and Steve Martin. Somehow, the writers were able to balance Tarantino-level gore with a ton of laughs in just 4 minutes. If Mickey’s Christmas Carol warms your heart, this one stabs it with an icicle and leaves you in stitches. Read More The Ghost of Christmas Future Continuing on our theme, the VUI Agency, a company designed to stretch the capabilities of AI gives us a glimpse into the Christmas future showing how they envision the holiday in 2030. Read More This Week in Great Podcast Reads A Thing or Two for the New Year This is what you’re missing—great podcast voices to usher your brand’s message into a new year. A year of further economic uncertainty, yes. But that exact talking point is what makes the opening for A Thing or Two with Claire and Erica’s ad read for Netsuite so powerful. It resonates with the individual as well as the business. And with so much of the current economic story yet to unfold, it’s refreshing to hear a message of empowerment with solutions like Netsuite, the cloud-based financial system that gives you visibility into your business. The thing or two that Claire and Erica know is how to connect with people, not just an audience. They understand that trying times are opportunities for brands to make their mark because they’ve witnessed it. This is the kind of podcast you need to help steer your messaging into murky waters toward a promised land. Listen Here Contact us for a Consultation  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!

This week on the Media Roundtable: Industry Edition, the agents of influence are tackling where advertisers should put their dollars to help their brands keep growing. Let’s dig in. Hosting is Oxford Road’s very own Jennifer Laine, along with fellow Oxford Road luminaries Dan Granger, James Ingrassia, Neal Lucey, and Stew Redwine. At the top of everyone’s mind: We Missed You – Podcasters to performance marketers: “Come back” Courting Controversy  – Does it hurt to associate with controversial hosts? Nothing Killed the Radio Star   – Radio: surprisingly resilient and a solid bet? 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. Listen Here The Classifieds Cardigan Wearers Speak on More Than Champagne Problems Swifties, it’s time to assemble for a great opportunity from Yea networks. The female-dominant podcast network is offering a Buy 3 Get 1 deal on 13: A Taylor Swift Podcast for any interested clients. While Ms. Swift is always highly esteemed in the public eye; she is especially trending with the news of her directorial debut and new album. The podcastis hosted by diehards Nick Adams, Ana Castillejos, Amy Nichols, and Lacey Gee. Together the foursome has recently been listening to Midnights non-stop and getting pumped for the Eras Tour (if they can manage to secure some tickets). This opportunity is best suited for clients interested in targeting Gen Z and Young Millennial women or those looking to capture a fandom’s attention. At tea time, everybody agrees, you should click below for more. Get The Deal Cactus Jack Finds New Podcasting Home                        Back when it was called the World Wrestling Federation, Mick Foley was one of the biggest names out there. Still a beloved fan favorite, and mostly retired from enticing antics in the ring, Foley is striking out with Podcast Heat to bring you great interviews and never before heard information related to his career and life. Having launched in June, the show is already picking up several direct-result clients and unearthing coveted details that fans will go wild for. Recent episodes have boasted icons such as Jim Cornette and Stone Cold Steve Austin. This is a great opportunity to reach an older male audience that is often left untapped by only targeting the sports genre. “Have a nice day” by clicking below for details. Get The Deal In Case You Missed It Oh, You Want to Talk Again? Our friend Ashley Carman (formerly from Hot Pod) wrote an article for Bloomberg that is very near and dear to our hearts as performance marketers. As economic uncertainty rattles media organizations, publishers are coming back, hat in hand to the DTC sponsors who built the place. This is GREAT news for performance marketers, as it seems deals are to be had. Read More Brand Safety Playbook Sounds Profitable released a study on brand safety and suitability from the listeners’ perspective. Their key conclusions were reached: consumers self-select and avoid what is offensive to them. Brands can be exposed more by associating with controversial hosts vs. advertising in non-controversial shows that include offensive content. For brands, be careful trying to hold up appearances. Practice what you preach, or you will likely be discovered. As we always say, there is no such thing as a truly brand-safe podcast, but if you need help, we’ve got some tools – click here to learn more. Read More Audio’s Hay Day We shared this on last week’s Influencer, but the panel wanted to discuss Insider Intelligence’s take on the current media landscape. Audio is looking more promising than ever. This year has been tough for advertisers as inflation impacts consumer spending, causing ad spending to fall. Here are the three insights about the state of audio advertising and what’s in store: Spotify keeps growing, but it isn’t unaffected by the advertising downturn The podcast landscape is shifting Radio’s resilience persists Read More The Alternative-Media Industrial Complex Revolution As shared in last week’s Influencer, the panel expands on what’s happening with Twitter and his band of independent journalists.  The big picture: Feeding on resentment against mainstream media, new media players have established a power base via Substack newsletters, podcasts, and other independent channels. The good news is that if you want to be a part of what’s happening, these new channels are looking for advertisers to help fund the revolution. Read More I’m a Friend of Sarah Connor Are ChatGPT and OpenAI a fun party trick, the future of work efficiencies, or a threat to brand safety/factual information? Journalists beware – initial outputs seem to be indistinguishable from those written by humans, but those with a discerning eye reveal that there is still a lot of room to grow. Our take is that for now, this tech is a great idea starter, but it leads us to ask when we will all be replaced? Read More This Week in Great Podcast Reads Opening Argument for Moink Bacon For legal expert Andrew Torrez, little is as serious to him as the law until you start talking bacon. As he testifies in his podcast Opening Arguments, bacon is something he will not lie about, so when he tells you Moink bacon is the best bacon, understand he’s telling you the truth cause otherwise, it would feel like committing perjury to him. No description of a meal will feel as vivid to you as the one you’ll hear him describe cooking up last week in this Moink read, which also touches on their grass-fed beef, pastured pork and chicken, and wild-caught salmon. It turns out that the precise language he developed for his legal practice pays off nicely for ad reads. This is the kind of authentic support we love to hear from hosts. Sure, Andrew or his co-host Thomas can set you up with a winning argument if that’s your thing, but first listen to the opening statement they can give on behalf of your brand. Listen Here Contact us for a Consultation  OXFORd In The News We Can’t Get Enough Redwine Stew Redwine lives and breathes Podcast Creative, and we love when he shares his knowledge with the masses. Thankfully, he does it quite often. This week, we’re sharing an interview Stew did with the Lifeblood podcast. He discussed podcast advertising, how the industry has grown and evolved, the decentralization of media, how to measure success, and short-term versus long-term thinking. If you haven’t seen or heard Stew in action, start here. Read More Here Comes The Bloom! We spoke on this earlier in this week’s edition, but in case you missed this in the In Case You Missed It section, Dan Granger was interviewed for an article in Bloomberg, we like Ashley Carman, and today is Dan’s Birthday so send best wishes. Read More 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!

American broadcasting entrepreneur who founded both the radio network Westwood One and the podcast network PodcastOne, Norm Pattiz, passed away on Sunday at the age of 79. The Influencer is honoring him in two ways. First, we have produced a special podcast episode of the Media Roundtable discussing the man and his legacy with Oxford Road Founder Dan Granger, Kit Gray, President of PodcastOne, and one of the network’s biggest names, Jordan Harbinger. This introductory conversation is followed by a resharing of Dan’s interview with Norm from May of 2020, early into the Pandemic, and talks about his life, career, and state of the world at that time. It’s a fascinating time capsule as well as a character study. Listen Here Second, we are sharing a tribute to Norm written by Dan about the Norm he knew and what he meant to the industry and as a friend; an excerpt from that tribute begins below. On Sunday night, Podcast lost a Founding Father. Norm Pattiz, the architect of modern Network Radio who launched Westwood One in 1976 and pivoted to create Podcast One in 2013, passed away at 79.  Like most Founding Fathers, Pattiz’s career was marked by the complexity of great deeds while daring greatly, enjoying the spoils, and of stories of a high-flying media mogul from a bygone era colliding with the values and expectations of our modern world.  Tributes this week describe Norm as a “Pioneer,” “Innovator,” “Charismatic,” “Imaginative,” “Showman,” “Unstoppable,” “Always trying new things,” “Could see around corners,” “Crazy about his wife, Mary,” “Revolutionary.”  Beyond his defining contributions to the radio and later podcast industries, Norm was chairman of the board of Lawrence Livermore and on the board of the USC Annenberg School for Communication and Journalism. He was appointed by President Clinton to the United States Broadcasting Board of Governors and reappointed by President Bush in 2002. In 2009 he was inducted into the National Radio Hall of Fame.  Norm was a staple at Laker Games, always sitting Courtside across from Nicholson wearing something audacious, often attracting nearly as much attention as the players.  At the time of publication, the author remembers Norm Pattiz as a friend.  But it didn’t start that way… Read More The Classifieds UK Football Podcast Is Definitely Not a Hollywood Pass Every four years, a large global audience sits down, wearing jerseys, fantasy brackets at the ready, and watches their preferred teams match up in the FIFA World Cup. As of this week, we’re finishing the Round of 16 and entering the Quarterfinals, which has Oxford abuzz with football-related buys. Our first footie-related classified comes from the team at The Athletic, a sports-based network recently acquired by The New York Times. Their largest football-centric show is the UK-based The Totally Football Show with James Richardson, which covers everything from recent matches to multiple countries’  histories within the sport. The show is perfect for clients looking to scale globally, on a popular sports show, during its seasonal peak. Don’t bottle it by committing a howler; to learn more, simply click the link below. Get The Deal Podcast Hosts Can’t Be Arsed Even Yanks, who often call it soccer, have heard of the UK-based football club Arsenal. Seen as one of the premiere football leagues in the world and responsible for ten players in the World Club, Arsenal promotes sports fans as loyal and rambunctious as any American willing to face paint. On a bi-weekly basis, the writers and hosts of the famous Arseblog site get together and ponder the larger questions related to their favorite sport. The show also includes fan-submitted questions, interviews with football-related celebs, and irreverent conversations that often align with the humor of the podcast’s very name. Thanks to our friends at Acast, we have been able to test this high performer year-round and have found success for several B2B clients. Become a big-game player by clicking below for more information. Get The Deal In Case You Missed It  The Future State of Audio eMarkter’s Insider Intelligence newsletter just released three insights about the state of audio advertising and what’s in store for the coming year. This is a must-read if you’re currently advertising in audio or plan to jump in anytime soon. The good news is that apparently, Audio will continue to be on the rise. The highlights: Spotify’s growth despite the advertising downturn A Shift in the Podcast Landscape Radio’s resilience Read More The Twitter Files Joined by a formidable team of journalists who don’t quite fit into a defined box, Elon Musk’s purchase of Twitter is blasting open doors to an alternative media ecosystem. As the author of a recent Axios article, Sarah Fisher,  perfectly summarized, “The Twitter Files saga is the latest iteration of a decades-long debate over what journalism is and who gets to do it.” The article breaks down the key players and gives a glimpse into how the actions of these renegades could change the media landscape as we know it. Read More Audio Advent Calendar Everyone loves a good advent calendar where you get a special treat every day through the holiday season. Our friends at Katz media have created one for marketers. Katz’s 12 Days of Digital Audio Stats which launched Monday, shares an interesting stat about Streaming Audio and Podcasting that you should know. While all statspoint to positioning Katz media as a viable part of your 2023 plan, the first three stats have been interesting for all audio marketers. Check out the first three facts below and follow along on LinkedIn for new stats over the coming days. Digital Audio is advertising’s fastest-growing medium, with 243 Million Digital Audio Users. Listeners in Mid-Demos are joining the Digital Audio space at an accelerated pace, with a whopping 51% gain coming from Adults 35+ 60% of all audio listening is now done not only on mobile devices but on otherdigital devices like connected TV, smart speakers, smartwatches, and more, giving advertisers a greater opportunity to reach audio consumers! Read More This Week in Great Podcast Reads OpTic Gaming Wins with Shopify If anyone knows what it takes to run and grow a business from the ground up, it’s OpTic Gaming CEO and Founder Hector ‘H3CZ’ Rodriguez. As one of the hosts of OpTic Podcast, he’s the voice and face of the OpTic brand, so you can bet he’s promoting their merch on the show any chance he gets. It’s not just his brand he champions though. This week he can be heard showing love to Shopify, the all-in-one commerce platform that has allowed his team to create an online store to sell their products and connect with customers. And it should be noted that while they are longtime supporters of Shopify, Hector, and the OpTic crew are pros when it comes to selling period; they’re not just pro gamers. Whether it’s their brand or yours, you’re in good hands when they’re holding the controller or the microphone. Listen Here Contact us for a Consultation  OXFORd In The News Redwine Brings Audio to OOH Who wouldn’t want to learn how to get the most out of their marketing budget? On a recent episode of OOH Insider, Oxford Road’s VP of Creative Service Stew Redwine discusses how audio advertising can be used in conjunction with OOH efforts to maximize the effectiveness of each! Tune in to learn how. Read More 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!

The books are closing on our second year of the Pandemic. Now what? This week, Oxford Road’s EVP, Strategy & Insights, Giles Martin shares his take on what marketers must think about as we boldly dive head-first into the next new “not normal” “normal” with part one of his two-part series… It Is The Worst Of Times, It Is The Best of Times It’s been another crazy year at Oxford Road’s headquarters in Sherman Oaks – or should we say the US? Or, heck, civilization? If the ancient Chinese curse “May you live in interesting times” is a real thing, well this is perhaps about as ‘interesting’ as it gets. Reality continues to be, let’s say, challenging in many ways, with what we like to call “the largest social and human experiment in history” still going on after 18 months, so it’s perhaps not surprising that some companies have decided the way forward for us humans might be to simply avoid this unpleasant reality in the future – and hang out in another one instead. Might not be a bad bet! There are a lot of things going on for marketers to keep track of, as ever, and today we’re summarizing what we believe to be some of the fundamental, key trends for 2022 that are happening both in response to the pandemic and its management, and also independently, that will meaningfully shift the ways marketers should behave in the coming year… Read the full piece HERE. The Classifieds Iconic Chef’s Travels Recounted, Posthumously The original blueprint for culinary travel shows is finally available in audio form. Gruff realist and world traveler, Anthony Bourdain, hosted Parts Unknown on CNN for 12 seasons over five years and went everywhere from LA’s Koreatown, to Spain, to Iran. His patented New York branded gourmet vocabulary helped bring together the upper crust of the elite food scene, and the rest of the world. Hearing him once again recount his most beloved moments of human interaction in kitchens, at street carts, and even at a Congolese steamship’s stovetop, is a needed comfort in these pandemic-filled times, even if it’s coming from beyond the grave. For those who want to target food or travel-based podcasts, pull a chair up to our table and request details below. Get The Deal AITA or Am I Writing a Classified? The internet’s craziest cult stories, and most hated anonymous villains, are feverishly roasted in this new comedy podcast from Audioboom. Morgan and her team of co-hosts scour Twitter, Reddit, and the very bowels of the internet, to find the best stories of human heartbreak, severe miscommunication, and large-scale public embarrassment. Two Hot Takes is also extremely popular on Tiktok, where their account has amassed 2.2 million loyal followers by weighing in on the scandalous stories of everyday strangers. If you’re looking for a fresh, popular, and untapped comedy podcast to test, follow the link below. Get The Deal In Case You Missed It Podcast Audiences Soar – Edison’s Q3 Share of Ear Report Westwood One and Cumulus Media’s data guru Pierre Bouvard released his analysis of the recent Edison Research’s Q3 “Share Of Ear” report last week, and his key takeaways, while showing an obvious bias towards radio and podcast, are promising for audio advertisers (at least those that advertise outside of Pandora). In summary, for ad-supported Audio: Podcast and AM/FM streaming represent the majority of growth. Pandora is down, and Spotify, though booming in the audio world right now, is flat with most of its growth coming from ad-free subscriptions which account for 72% of all Spotify listening. Check out the full report HERE or watch Pierre’s video recap in the link below. Read More Let’s Go Apple Picking  It’s that time of year when everyone and their brother compile their end-of-year recaps (stay tuned for ours). Apple Podcast is first out of the gate with their annual “Best Of” list celebrating the year’s best and most popular podcasts and their creators. A Slight Change of Plans with Maya Shankar nabbed the Best Show of The Year from the Apple Podcast team and Anything for Selena with Maria Garcia was named Newcomer of the Year. But before you race off to booking, the shows that receive the most accolades aren’t necessarily those that perform for advertisers. Thankfully, Apple’s list also includes shows that actually work for advertisers including Anything Goes, Las Culturistas, Pantsuit Politics, We Can Do Hard Things, The Ezra Klein Show, and more. So before plunking down ad dollars onto shows that are creating a buzz, talk to someone who’s tested them all and has separated the wheat from the chaff. Read More How Advertisers Can Navigate The Podcast Swell Last week, SVP of Ad Innovation and B2B marketing at SiriusXM, Lizzie Widhelm discussed the challenges marketers face with buying advertising within the exploding podcast ecosystem. With over 5,000 podcasts under her purview, Widheim understandably makes a case for programmatic (because it’s easier to sell), but still shows fondness towards tried and true host-reads in some instances. Widhelm also addresses targeting and measurement challenges in the space and shares how SXM is working to make it better. Read More Pillow-preneur Suffocates Radio Relationship  Nothing to see here, other than the continued fracturing of the media landscape when either the advertiser or network refuses to find any middle ground. During a marathon 96-hour “Thanks-a-Thon” live stream, (which has since been taken down), MyPillow CEO Mike Lindell announced that he’s pulling all advertising from The Salem Radio Network (Hugh Hewitt, Dennis Prager, Dr. Sebastian Gorka, Larry Elder, and more). The pillow pundit and election conspiracy theorist said in reference to Salem: “They haven’t had me on for a long, long time.” Apparently, Lindell wants the radio network to allow him to join their talk shows to discuss why he was canceled from major retailers following his conspiracy allegations from the 2020 election. Because he’s been “silenced” Mr. MyPillow is pulling the plug on all advertising across the platform as a form of punishment. Turns out it only takes one person to have a pillow fight. Read More This Week in Great Podcast Reads Comedian Quips on Quip There’s a reason comedian-hosted podcasts, like Whitney Cumming’s Good For You, continuously crush it with great ad reads. You might argue it’s because she’s an expert markswoman when it comes to delivery, but a recent read proves that witty banter from co-hosts like Benton Ray is what really keeps us engaged. After winning us over with great chemistry, the pair, along with Whitney’s childhood friend, demonstrate the many benefits of Quip, a sleek electric toothbrush, with a long list of features in a read that sounds more like a comedy bit than an ad. They’ll make you laugh, then help you keep that smile right. Listen Here 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? RContact us at influencer@oxfordroad.com!  

This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling the future of podcasts, from misinformation to the specter of ad overload. Let’s dig in. Hosting is Oxford Road’s founder and CEO, Dan Granger, along with fellow Oxford Road experts Jennifer Laine, Spencer Semonson, and Neal Lucey. Joining them for the first time, audio giant Tom Webster, Partner at Sounds Profitable, is your go-to resource about the business of podcasting. At the top of everyone’s mind: Warnings from Radio – 7 mistakes Podcasts can learn from Radio. That Sounds… Wrong – Who’s responsible for flagging misinformation? Keep Searching ️ – Acast lets you target keywords–does it deserve your dollars? Anybody Want Fajitas? – From sizzles to sax riffs, the joy of effective sonic branding 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. Listen Here The Classifieds Here Comes the Boom The end of Q4 is synonymous with fire sales and last-minute deals, and this year is no different. Many of our network partners are offering steep discounts to fill last-minute budgets, and we’re using this week’s classifieds to highlight two of them. Our first network partner is Audioboom, which hosts many top agency performers now available at reduced rates. These include shows like You Can Sip With Us, a society and culture mainstay, US-based true crime podcast Murder in America, and Politicon law podcast #SistersInLaw. Newly attained shows at a fire sale rate include the self-improvement podcast Nice and Neat, the viral-social-media-focused show Thick Threads, and the religious family-focused podcast Growing Together with Kaelin & Kyrah Edwards. To learn more about what’s still available, please click the link below for additional information. Get The Deal Going Through the Looking Glass Glassbox Media has grown in recent years, now representing a large collection of podcasts in the Comedy, Health & Wellness, Society & Culture, and True Crime genres. In Q4, they’re looking to partner with select clients, and in that same spirit of partnership, they’re offering reduced rates (sometimes 50% off) through 2022. Highlights amongst the available selections include I Might Be Wrong, a podcast hosted by former Senior Writer for Last Week Tonight, Jeff Maurer, long-running deep dive true crime podcast The Fall Line, internet comedian God Pod, and the always nerdtastic Star Wars Theory. Additional preferred partner rates will be available in 2023, but now is the time to get in at rock bottom pricing before the New Year. Break glass in case of emergency by clicking below. Get The Deal In Case You Missed It The Seven Warnings From Radio We start things off and spend most of our time on a two-part article written by this week’s guest Tom Webster from Sounds Profitable, who Dan says is a living legend. The team discusses what Tom has identified as what the podcast industry can learn from radio’s worst mistakes. Said Mistake Highlights: Don’t destroy the medium with ads Don’t neglect up-and-coming talent Don’t be content with content – evolve to meet future entertainment needs. Hot Take for Marketers: Podcasting is a little like your favorite indie band going mainstream. Change is inevitable as podcasting reaches wider audiences and gains interest from major investment partners. However, it is important to evolve while protecting what is unique about podcasting (personal connection with hosts, quality and depth of content, uncluttered ad environment, etc.) Otherwise, podcasts will become radio. Tom shares his reasons for writing the article, and the team chimes in on what they believe will come to the medium we all love. Read More Audio is a Safe Haven Given the current political climate, consumers expect brands to take a more proactive stance on combating misinformation. According to a recent report from MAGNA Global and Zefr, Audio is perceived as being safer. According to the study, seven in ten people surveyed agree that misinformation is “an issue” that is getting out of control, but when it comes to where they find misinformation, audio is not the problem. Traditional radio ranks dead last where people say they most often encounter misinformation, and Podcasts rank second to last. On the other side of the spectrum, social media ranked highest, followed by television. If you’re looking for a deeper level of Brand Safety, we’ve got better news on new tools – email us for more info. Read More Acast Adds More Targeting Capabilities AdWeek recently published an article outlining Acast’s newest targeting tool on the heels of its conversational targeting launch in May and first-party data targeting capability in August. The tool aims to help advertisers align their message and avoid words episodically versus an entire podcast show, making ads more relevant to the content and ultimately driving more ad revenue for the platform. In an age where programmatic media buying and heavier target layering are becoming more and more prevalent, this serves as a major resource for marketers. Genre designations can only get you so much info, and often content isn’t cookie-cutter episode to episode. Granular targeting and influencer marketing are the easiest ways to move through the current economic downturn. Read More Beeyoonbooooomch-ch!!! Sonic Branding Marketers from Lexus to Panera are implementing more robust audio branding strategies as they seek deeper connections with consumers. Sonic branding is a powerful tool to create memory structures for consumers. Now marketers are thinking beyond advertising to embed sonic branding across consumer touchpoints (apps, call centers, etc.) When you’re ready to create your HBO or Netflix App “Launch Sound,” McDonald’s “Da-Da-Da-Da-Da,” or Shopify’s “Cha-Ching,” we can help. Read More This Week in Great Podcast Reads Podcast Superteam Defends Oral Care Make no mistake about it; getting people’s attention with an oral hygiene product ad during the most indulgent time of the year is no easy task. You need experts to get the job done. Maybe not experts when it comes to oral care, but masters when it comes to an understanding of what makes a great narrative and how to get the audience rooting for your hero. A recent ad read from the Talk From Superheroes podcast offers us a perfect example. The narrative is host Andrew Ivimey’s testimonial for the hero of the story, quip. Andrew recounts how his neglected oral care led him to rely on aligners and how quip—the lightweight, sleek electric toothbrush—came to the rescue as it’s done for 7 million other mouths. Of course, this is all in a day’s work for the Talk From Superheroes team. If you’re interested in them doing the same for your brand, we’re your batline. Listen Here Contact us for a Consultation  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!

How many calories are there in a Thanksgiving meal? According to a recent article in Newsweek, the typical Turkey Day feast consists of over THREE THOUSAND CALORIES! That’s much as eating a Double Quarter Pounder With Cheese, Large French Fries, 5 Piece Chicken Selects, a Large (32oz) Vanilla Triple Thick Shake, and a Large (32 fl oz) Regular Coke to wash it all down. Knowing what we’re consuming at the dinner table at McDonald’s is easy because grocery stores and restaurants have nutrition labels readily available. But what about content? How do you know that the programs you’re sponsoring are good for your brand? And like creating a specialized nutrition plan for a human, every brand has different needs. At Oxford Road, we recommend media opportunities for advertisers every day, but until recently, we had to make sweeping assumptions in planning that were based on broad classification systems and anecdotal evidence. This approach generally aligned brand values with the content they supported – but not all the time. More often than not, this approach kept brands from advertising within content that is perfectly acceptable and aligned with their brand values but was placed in the wrong box. Introducing nutrition labels for content. Finally, there is a practical solution to brand safety that doesn’t require massive blacklists or de-platforming but instead is managed responsibly through outside trustworthy third parties. Last week, The Association of National Advertisers published Oxford Road Founder and CEO Dan Granger’s manifesto on how content nutrition labels work and how they can reshape the media landscape for the better. If you do anything over this extended holiday week, you owe it to yourself to take 5 mins and read this article. While content nutrition labels won’t keep Uncle Bill from discussing politics after one too many slurps of nog, they will make your 2023 planning infinitely easier. To learn even more, email us to set up a demo of what we’re up to. The rest of this week’s edition, like your Thanksgiving Meal, is full of mostly nutritional items but with just enough junk to keep it interesting. From the entire team here at Oxford Road, Happy Thanksgiving and influence responsibility. Click here to read the article in its entirety The Classifieds A Classified in Apple Pie Order This is the week when Americans flock to our familial homesteads and traditionally spend time with our older relatives. For those of us in podcast advertising, it’s tough to get them to understand what we work on, so we are presenting two classifieds for podcasts they might actually care about. This first selection comes from Crossover Media Group, and each week contains a recap of Yellowstone, one of America’s favorite cable shows. The podcast is hosted by fellow cast members Jen Landon and Hassie Harrison and will cover the extremely buzzed-about fifth season. Episodes will run until next year, giving performance-based advertisers plenty of time to hop aboard this recent opportunity. Now, git along, little doggies, and head over to the link below for more information. Get The Deal The Spoken Word Meets the Written Word Let’s get on the same page and not read between the lines: This is one of the ultimate podcasts for lovers of modern fiction. Released weekly by The New York Times, The Book Review is a mix of interviews with authors, critics, and bookish icons and wider conversations about the world of publishing, trends, and enduring literary classics. Recent episodes have covered adaptations like Fleishman Is in Trouble, the works of N.K. Jemison, and Pulitzer Prize-winning works of the past decade.  Much like the Times’ other released properties, the show trends with an older demographic, though historically, any podcast centering on literature is a performance driver for female skew clients. If you want to be by the book, follow the link below for additional details. Get The Deal In Case You Missed It Be The Smartest Turkey At The Table Creating an interesting conversation with friends and family is challenging. Be the most interesting person at the table with Good Housekeeping’s 35 Fun Thanksgiving Trivia Facts to Quiz Your Friends and Family on During Turkey Day. Dropping interesting tidbits like which president refused to declare Thanksgiving a holiday will have you entertaining the whole family while avoiding any real conversations altogether. You’re welcome. For those who won’t read the article, the answer is Thomas Jefferson. Read More Holiday Classic Not How You Remembered There will be no broadcast of Charlie Brown Thanksgiving this year, but for those of you with an Apple TV+, you can still watch this (and all the other) holiday classics with your family on demand (November 23 to November 27, it will stream for free). But before you jump into this giant crockpot of nostalgia, this recent article from Fatherly shares how rewatching the Peanuts gang navigate through Thanksgiving as an adult hits a little differently. The 25-minute special, created by cartoonist Charles M. Schulz, won the Emmy Award for outstanding individual achievement in children’s programming in 1974. Viewers today may find it more melancholy than they remember. Read More Turkey for You and Turkey for Me No Thanksgiving season would be complete without Adam Sandler’s The Thanksgiving Song from SNL in 1992 – Plus, we promised some junk. Happy Thanksgiving. Read More This Week in Great Podcast Reads Solomon Gives Thanks and Shares the Savings Breaking news stories that make waves is what John Solomon does best, so he’s no stranger to the backlash, but one type of crowd he refuses to go up against is the Black Friday crowd. He’ll be damned if he or any of his John Solomon Reports podcast listeners will miss out on those great deals though. Kicking off his read by giving thanks to the sponsors and advertisers that support him, he highlights the importance of brand partnerships at the perfect time of year before segueing nicely into a read for Tommy John. With a call to action that will make anyone dreading holiday shopping see the words Black Friday Sale in a new light, he spreads the good word about Tommy John’s ultra-comfortable loungewear.  He invites everyone to share in the savings with the ‘Before Black Friday’ deal. Having a presence in Podcast, TV, and Online like John Solomon, can only help get this message out further. Listen Here Contact us for a Consultation  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!

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. Listen Here 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. Get The Deal 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. Get The Deal 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. Read More 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. Read More  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.” Read More 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. Read More This Week in Great Podcast Reads 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. Listen Here Contact us for a Consultation  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. Read More 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!

Welcome to the second week of November–that special quiet time before everything goes into full-on holiday mode. The biggest news of the week is from yesterday’s midterm election. While Republicans expected a “red wave” to cover the land like Trump’s combover, the battle for control of Congress is still up in the air. The Trump factor may be dying, and Democrats are starting to show a galvanized front. Time will tell, dear reader–we will share our thoughts on what this means after the dust settles in next week’s Media Roundtable podcast. This week’s edition is packed with two self-improvement podcasts that will improve your campaign’s efficiency, three top stories in media news that you may have missed, and a podcast read from a real estate guru that will have you shifting focus from inflation to inflammation. The Classifieds Who’s on First? No, it’s Swisher PodcastOne is a powerful network that showcases a multitude of genres, personalities, and premium content. In stride with their history of aligning with quality hosts, they have recently premiered two top podcasts our clients are excited to test. Our first classified is hosted by well-known former New York Yankees and Atlanta Braves first baseman Nick Swisher, a retired World Series champ who spends each episode interviewing a selection of popular guests. His first two episodes featured conversations with MLB analyst Sean Casey, his father, former Major League player Steve Swisher, and life coach Dr. Corey Yeager. This is an amazing testing option for male skew clients who perform well in genres, including self-improvement, interview-based podcasts, and sports. You can root, root, root for your home team by clicking the link below. Get The Deal Podcasting Runs in the Family Our clients’ very specific need for podcasts hosted by female reality show stars interested in religion and family values puts amazing shows like this in high demand. Chrisley Knows Best and Growing Up Chrisley star Savannah Chrisley is already seeing massive success with this newest podcast, partly because of her famous family’s headline-grabbing personal lives. The podcast works as an extension of her existing shows and has been a trending option for our clients, even those who put brand safety top of mind.  Additional Chrisley family podcasts, such as Coffee Convos and Chrisley Confessions, are top performers. This is a certain look-a-like for anyone with a testing budget in Q4 to spare. Take a step back, get a Tic Tac, and click below for more details. Get The Deal In Case You Missed It Ad-Free Podcasts on Amazon? Amazon is trying its best to become a true player in the podcast space and to do so, they’re making many top podcasts ad-free for Prime users. CNN, NPR, The New York Times, Barstool Sports, Acast, Slate, ESPN, and more will now offer their podcasts on the streamer with all of the ads stripped. For those of us who are in the podcast advertising industry, this seems like it could be a major issue. Still, the reality is Amazon currently represents such a small share of the podcast market removing the ads will have little impact on podcast advertisers’ ability to scale. Read More  Podcast Holding Strong Magellan’s Q3 Podcast report was released last week and shared that despite the economic downturn, the medium saw a 2.6% growth rate compared to the second quarter. A trend to look out for, Magellan says live entertainment was the hottest podcast ad category for the second consecutive quarter jumping 72% between Q2 and Q3 to an estimated $8.2 million. Finally, brands testing Podcast for the first time remains extremely high. Magellan says it detected 1,878 new brands for the first time during the third quarter. Read More Aussies Like Their Podcasts Too Now for a bit of podcast news from down under. In case you weren’t aware, podcasts are a big deal in Australia. And it’s getting bigger–Podcast advertising grew by 33% year on year compared to Q3 2021 and shows no signs of slowing. If you’re a brand with a presence in Australia, Podcast could be one of the most cost-effective ways to advertise. Click Here to learn more. Read More This Week in Great Podcast Reads Improve Your Income, Reduce Your Inflammation Investing in Real Estate with Clayton Morris is a show that drops three times a week to share everything you need to know about investing in property and creating passive revenue streams. One piece of advice Clayton shared recently might be among his most important, at least if you’ve ever experienced inflammation. You might think this podcast is not where you’d find such a solution, but you haven’t heard his read for Humann’s Tart Cherry Gummies yet, Clayton’s favorite new post-workout snack, and the answer to reducing his knee inflammation. This is the perfect example of a little host personalization going a long way. While we put our copy through our rigorous Audiolytics™ review process, this is one piece of the puzzle that can only be added after it leaves our hands. Thankfully a host like Clayton Morris knows how to improve the read tenfold by adding a little personalization. Listen Here Contact us for a Consultation  OXFORd In The News How to Prepare for a Recession Oxford Road’s Founder and CEO, Dan Granger, joined a panel of CEOs across the industry landscape to talk about some of the most pressing topics in the industry, including how to navigate a recession. The highlights of the conversation were recapped in a recent article in AdWeek, but the big takeaway is this is a recession like no other and that previous playbooks will not work this time around. Read More 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!

This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling free speech and brand safety. Let’s dig in. Returning to host is Oxford Road’s founder and CEO Dan Granger, along with fellow Oxford Road experts Kristen Duenas, Neal Lucey, and Steven Abraham. At the top of everyone’s mind: Letting that Sink In – What Elon’s shakeup will mean for Twitter advertisers. A Head’s Up Would’ve Been Nice – Should Lex Fridman have warned his sponsors about Kanye West? Candy Crush Always Crushes – Gaming: a recession-proof channel for marketers? 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. Listen Here Watch Here The Classifieds Paranormal Podcast Takes Us to Haunted Locales While Monday saw the end of our spooky merriment, fear not! (Or fear so). We have two freakishly horrifying podcasts for you, so sit back, relax, and enjoy the spine-tingling madness! Our first ghoulish selection comes from the spectors at Spreaker. Our intrepid narrator spends each episode touring us through ghostly haunts around the United States, some as infamous as the colony at Roanoke and the home of the Villisca axe murders, while others get unveiled for the very first time. This smaller opportunity is a look-a-like for many high performers across our agency, generally best suited for a female skew audience interested in literature. If you still want to monster some mash, more gruesome details await you below. Get The Deal A Laugh with a Dose of Lunacy The lighter choice of these devilish delights, Ghosted! It’s a comedy podcast from comedian and drag performer Roz Hernandez. Produced by Starburns, and distributed through Advertisecast, this titan of terror spends every episode interviewing famous faces who have made contact with the great beyond. Exorcists, psychics, comedians, and writers have sat down to terrorize an adoring audience. Guests often repeat appearances, inside jokes develop and play across multiple episodes, and the banter is light yet eye-opening, creating a loyal fanbase of frightened listeners. Many clients have seen success testing on this podcast, especially those looking for a paranormal or crime-focused comedy option. Please see below for more information if you want a good chuckle after all the scares. Get The Deal In Case You Missed It Chief Twit’s First Week From a dad joke that fell flat to a mass lay-off of employees to charging $8 for the coveted blue checkmark, Elon’s first week as Twitter’s new owner has been eventful. While the panel shared concerns about the viability of Twitter as an advertising platform in its current state, the consensus is that love him or hate him; Musk knows how to disrupt and innovate. So while truly making Twitter a safe place to exchange ideas regardless of point of view is a lofty goal (one also shared by Media Roundtable), we anxiously hope for the best and wish Elon the best. Read More The 100% Brand Safe Podcast Doesn’t Exist Ye has gone off the rails (again), and his storm recently landed on the Lex Fridman Podcast, a show that we’ve worked with for years and one that is generally extremely low on the controversy spectrum. While Lex held his own with Ye and pushed back appropriately when the rapper went off the rails, it stirred some controversy about brand safety. In this case, the brand safety tools we use, like Ad Fontes and Barometer, which look at past show content to determine if it’s safe for a brand, couldn’t help. How do we navigate from a brand safety perspective? Our panel’s consensus is that networks need to give advertisers a heads-up when potentially polarizing guests are booked to ensure they’re not advertising on the content they don’t want to be on. The silver lining to all this is that we’re getting some networks to agree to share potentially controversial guests in advance so we can do that! Read More Recession-Proof Industries? A Microsoft exec recently said that gaming is “somewhat resilient’ to economic weakness.” It makes sense, given that once you have the hardware, gaming is essentially free, and consumption will rise as a form of entertainment in periods of economic downturn. The panel discusses the pros and cons of gaming for marketers and agrees that it will work for many advertisers, but proceed with caution. Read More Podcast In Its Hay Day Oxford Road’s resident data junkie Neal Lucey shared findings from NPR and Edison Research’s recent Spoken Word Report. According to the report, Podcast is the preferred platform (by just a hair) over terrestrial for personalities. We’ve seen this shift happening for years, and there is no looking back – Podcast is in its hay day. Read More TikTok Podcast App? Springboarding off of the previous article, everyone seems to want to join in on the podcast boom, and the latest may be TikTok. According to our friends at Podnews, podcast hosting company Audiomeans spotted a new bot scraping their feeds, and tracked it back to TikTok. Moreover, Podnews shared that TikTok “recently registered a trademark for TikTok Music which includes the provision for podcast content; and the company is already talking to record companies.” All signs point towards a podcast attempt from the social media platform. Most of our panel is excited about the prospect of short-form audio and extended reach this platform could provide for podcasts, but Dan shared a word of caution about privacy concerns on the platform as a whole. Read More This Week in Great Podcast Reads Jade + X.D. + TUSHY It’s been said that podcasting allows hosts to get more intimate than they would in other formats. Yet not every host can boldly speak about the sordid details of their toilet habits. For Jade and X.D., bold is an understatement, and when it comes to a product they fully stand by—or in this case, sit over—it really comes down to believing in it. That’s what you’ll hear in Jade + X.D.’s read for the TUSHY bidet, the cleaner and more efficient alternative to toilet paper. Aside from learning Jade’s many creative euphemisms for our darkest of tunnels—be prepared to laugh and grimace at the same time—you’ll learn how much of a diehard Tushy fan she is. Spoiler: it’s so much that she won’t go anywhere without her TUSHY travel bidet. “I can’t live my life without this anymore” are her exact words, and there are no sweeter sounds to our ears, even if they might conjure up sounds of a flushing toilet. If she can make a read about a product that washes away your unmentionable messes sound this good, just imagine what she can do for your brand. Listen Here Contact us for a Consultation  OXFORd In The News James Ingrassia Shares Podcast Trade Secrets Oxford Road’s own James Ingrassia joined The Podcast Advertising Playbook to talk a little bit about the secret sauce in planning successful podcast campaigns. James and Host Heather Osgood discuss: Look-a-like audiences and how they can influence your campaigns. The similarities between old-school radio ads and newer podcast ads Why you should implement a “how’d you hear about us” survey even in 2022 How podcast hosts as influencers impact ad campaign performance Why podcast advertising is not as easy as you might think Whether you’re a podcast advertising veteran or looking into it for the first time, getting a peek inside James’ Podcast Playbook is time well spent. Read More 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!

The spookiest edition of the year is here. We start with pop-culture podcasts that would murder your KPI goals if you’re brave enough to test them. Next, we move into a chilling edition of our “In Case You Missed Its,” where we share the most bone-chilling news across the advertising world. Like how Spotify plans to devour the audio landscape with even more advertising options. Or how in a crazy twist of fate, a shape-shifting video company reveals that they are not at all what they seem. Or how the rise of zombie-like AI technology plans to take over sports broadcasting. Finally, we close out our macabre edition with one of the most polarizing figures in media, influencing his followers to use a company he loves like a puppet master. Reading on is not for the faint of heart, but those who have what it takes will be rewarded with industry insights that may frighten you to your core. The Classifieds Katherine Kennedy Remains a Cultural Chameleon Popular culture can fall within a broad criterion, so we’re highlighting two podcasts that are deciphering the mystical elements of both trends and nostalgia. Our first selection is an independent podcast hosted by author and commentator Katherine Kennedy. Many episodes have featured podcast hosts and affiliated media figures but have also covered topics such as 3-in-1 products, pageants, and scammer true crime documentaries. Kennedy has been described as a zeitgeist-focused millennial who utilizes an extremely thoughtful approach to more lighthearted and whimsical topics. This established podcast has been a top performer for many of our female skew clients and those who perform well on society & culture offerings. Be in the know by clicking below. Get The Deal All Your Burning Questions Will Be Answered Many habits, trends, and idioms have seemed eternally popular, but why? Host Willa Paskin, and the folks over at Slate, had the same question, so they created Decoder Ring. This weekly podcast examines the historical and societal underpinnings of our most shared experiences. Each episode is thoroughly researched but has covered such random topics as McGruff the Crime Dog, the origin of mullets, and Rebecca Black’s song Friday. This is an opportunity best suited for clients looking to engage an audience of tech and internet-focused millennials with a strong reverence for deep-dive investigative shows. Usually, you would need to find the bottom of a cereal box, but today click the link for more details. Get The Deal In Case You Missed It Spotify – Plans for World Domination With major acquisitions, massive revenue growth, and a bit of controversy, Spotify has dominated the audio media news this year. But despite a year of monumental revenue growth, according to a recent report from eMarketer, they have room for more. The article says with the recent launch of audiobooks, a new platinum tier, and a bullish view on existing ad opportunities, Spotify’s ad revenues will increase nearly 50% this year, totaling $1.15 billion, and $2.13 billion by the end of 2024. If you haven’t tested Spotify in the past six months – it’s essentially a new company, and unlike the Spotify of 2021, this version of the streaming giant knows how to make the platform work for performance marketers. Read More Headline: Video Shapeshifters YouTube is generally the place to watch short videos, but, citing an Edison Research report, the platform claims to be the second-most popular service for listening to podcasts. As a result, YouTube announced last week that it would expand ways for advertisers to reach music and podcast listeners and viewers on connected televisions. The lines between podcast and video have become increasingly blurred over the years, with many podcasts simulcasting on audio-only platforms and YouTube. While video components have traditionally been added value, many networks are now splitting the advertising between the two or including video impressions in their CPM calculation. Marketers take heed. For a podcast broadcasting on both audio and video channels, pixel tracking currently only works on the audio portion. So you need to find a solution to attribute all paid impressions. Read More I’m A Friend of Sarah Connor This week in how AI both scares and intrigues us, Stats Perform, and Veritone announced Opta Voice, which uses AI to create real-time sports updates, including play-by-play. The solution promises to bring localized AI voice capabilities to content creators, media organizations, brand agencies, teams, leagues, and betting platforms around the globe in their native language. This all sounds intriguing; our only question is how long until cyborgs from the future reach out to these creators. Read More This Week in Great Podcast Reads He Does it Live Getting people’s attention is not hard when your name’s Bill O’Reilly. Keeping it can be more work, but a decades-long career shows us he hasn’t had much difficulty in that area, either. So with a figure whose name holds as much weight as his, what brand do you pair it with? Lucky for us it was an easy answer—Bambee. Who better to deliver Bambee’s message of dedicated and affordable HR services than a man who understands controversy and where the line is more than most? It comes through clearly in his recent ad read on his No Spin News and Analysis podcast, delivered in that signature style, saying a thousand extra words with emphasis on of a few.  There’s no going wrong when you’ve got a voice like this reading your copy. Listen Here Contact us for a Consultation  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!

This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling legitimacy–from partners grading their own homework to watermarking voices. You won’t want to miss it. Hosting is Oxford Road’s very own Head of Marketing, Jennifer Laine, along with fellow Oxford Road experts Stew Redwine and Neal Lucey. And we’re welcoming special guest Bryan Barletta of Sounds Profitable, a newsletter about the business of podcasting (a must-read if you’re making or spending money on podcasts). At the top of everyone’s mind: “Ads: A Netflix Original” – How Netflix builds trust in their new ad-supported tier. Ghosts in the Machine Learning – Joe Rogan and Steve Jobs’s creepy/cool AI chat. Frequency Cap Issues? – Checking the data on conventional wisdom. I Like Those Odds – ESPN + DraftKings = Legitimizing sports betting? 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. Listen Here Watch Here The Classifieds Minecrafters Build Themselves a Podcast Audience Gen Z is a newly emerging target demo for advertisers, and simulcast options are a great way to tap into an existing younger YouTube fan base. For this reason, we highlight two YouTuber, video-enabled podcasts in this week’s classifieds. Our first selection comes from Night Media and is hosted by Minecraft YouTubers Sapnap, GeorgeNotFound, and Karl Jacobs. Altogether they boast a combined 18.9 million followers and have been climbing the Spotify charts since the show premiered in September. They’re also seeing high engagement on YouTube, with trending weekly guests such as Mark Cuban, Hasan Piker, and Mr. Beast. The newly released show has many look-alikes that our agency counts as some of its biggest performers in Comedy, Video Games (Leisure), and Society & Culture. Change it up from spectator to adventure mode by clicking below for more details. Get The Deal Anonymous Callers Bring Taboo Topics to Light Joe Santagato is a formidable force in the YouTube sphere, having built an audience of 2.5 million followers over the course of seven years. His podcast, The Basement Yard, is one of our agency’s top performers in the Comedy genre, and clips of it have recently been going mega-viral on TikTok. This newest offering from The Paragon Collective is another of Santagato’s existing channels, co-hosted by Elite Daily managing editor Greg Dybec. Every episode is a mix of interviews with trending micro celebs and anonymous callers with interesting stories and backgrounds, always ending with a shocking look into everyday people’s lives. While not recommended for those seeking purely brand-safe options, this would be a great test for anyone who performs well on similar offerings or in the Comedy genre. Save your money on a collect call and click the link below. Get The Deal In Case You Missed It Podcast Frequency Caps? This article was brought to the panel by our own Neal Lucey as a potential topic, but unbeknownst to him, the article’s author was to be a guest on this week’s episode. Sounds Profitable analyzed the top 50 podcasts to determine if the industry has a problem with duplicate ads running the same episode of podcasts. Surprisingly, unlike CTV, where it’s common to deliver the same ad multiple times in one episode, the overall finding is that there is not a major issue in Podcast. Phew! The panel goes on to discuss the possibilities of sequential narrative ads that could tell a larger story and how that could be a unique opportunity for the medium, one that few have even tried. Read More Netflix Ad Free No More They’ve been hinting at it for months, but Netflix finally unveiled the details on their new ad-supported tier, which comes in at $6.99 per month, which is $1 less than Hulu. But for advertisers, the ad-supported tier has a wildly high $60CPM! The panel discusses how the high price tag may be worth it for some brand advertisers while questioning whether the move will change the quality of content coming from the streaming platform in the future. They go on to discuss how unlike Spotify which is an increasingly walled garden, Netflix has opted into third-party measurement which will give prospective advertisers the assurances that the ads will run where they’re supposed to and confirm ads are viewed according to industry standards. Regardless, the available impressions for streaming advertisers just got a whole lot bigger. Read More Audio Gets Its Day in the Sun ANA’s recent message to advertisers is “Audio Is A Powerhouse Medium,” and most brands under-invested in the medium. This week’s panel is full of audio lovers, so as you can imagine, this is music to their ears. As the economic headwinds gain momentum, marketers are looking where to spend their money the smart way, and the case for audio is only getting better as time goes on. Lower cost than other channels, broad reach, intimate connection, and engaged listeners makes it a smart choice. Plus, with improvements in reaching audiences in high-impact moments at scale with unprecedented accuracy due to a clearer picture of listeners over-the-air, digital audio, and podcasts consumption, audio is finally getting the credit it deserves. If you haven’t fully tested into audio – now’s the time. Read More Place Your Bets Earlier this month, Ed Hammond and Crystal Tse of Bloomberg covered an anticipated deal between ESPN and sports-betting firm DraftKings. As a result, DraftKings’ stock rose as much as 8.8% in response to the news. This week’s guest, Bryan Barletta, had so much to say on the topic he produced a whole show about it. Business is booming for the sports betting industry, and with its geo-targeted capabilities, Podcast and Streaming Audio are perfect for brands that require geo-specific messaging. The panel talks about the growth of the sports-betting industry and the creative opportunities the emerging audio channels open up. But you don’t have to be a sportsbook marketer to imagine how localized creative could reinvigorate your campaign. Read More The Rise of The Fake Interview The Influencer covered the fake, AI-generated interview between Joe Rogan and Steve Jobs in last week’s edition, but we wanted to put it in front of our panel to get their thoughts. While the coolness of the technology is unquestionable, the panel agrees that it opens a Pandora’s box of ethical and legal questions about AI-generated content as a whole. One thing is for certain, the interview is a fascinating 30 mins. Read More This Week in Great Podcast Reads He’s a Rocket Money Man Three of Chicago’s most skilled improv performers have made it their business to solve the most brain-stumping riddles of the modern world. Hey Riddle Riddle is the podcast where you can listen to these sharp minds in action, but more accurately, it’s where you can listen to them run amuck, entertaining you on all topics, not just riddles. If this group’s buffoonery doesn’t keep you engaged—even just a little—you might want to check that your soul is still intact. Take their ad read for Rocket Money, the app that helps you identify and cancel those unwanted subscriptions that seemed to have eluded you for months or longer. Come for the third-rate Elton John impression, and stay for a hard-hitting testimonial expressing all the ways you feel about subscription services (sound effects and all). You won’t understand your true feelings about saving money on subscriptions until you’ve heard them voiced through the mouth of Erin Keif. That’s not part of their act; it’s just what this group does. Listen Here Contact us for a Consultation  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!

Fall is here, and Q4 is in full swing. This week’s Influencer comes to you with a slower-than-usual news week which is fine by us because we’re focusing on mental health. We have two interesting stories in the podcast space that you may find interesting – one will make you feel good, and the other is guaranteed to excite your mind with possibilities while being potentially a little scary. We’re also sharing two podcasts focusing on mental health that perform extremely well for advertisers while doing good in the world – a win-win in our book. Additionally, we share a spectacular aircheck from a podcast about mental health that shows that a podcast doesn’t necessarily need to be a spot-on fit for a brand to make an extremely solid connection in their reads. And finally, our very own Dan Granger was a guest on the career-focused podcast POZCAST last week to further his crusade for live reads and nutrition labels on podcasts while sharing the career path that eventually lead to the formation of Oxford Road. The Classifieds If You Can’t Make Your Own Serotonin, Store-Bought is Fine October is Mental Health Awareness month, and we’re highlighting two phenomenal Mental Health agency performers for this week’s classifieds. Our first selection comes from Podcast Nation and is hosted by The Therapy Group founders Emmalee Bierly, LMFT, and Jennifer Chaiken, LMFT. Every week they talk about a different topic related to mental health, from romantic breakups and emotional maturity to advice for therapy novices. While these two are professionals with a devoted following, their conversations feel off the cuff and reactively honest. This podcast is recommended for those trying to target young mothers who are extremely health-conscious or Millennial women in general. No appointment is required to test this performance opportunity; just click below for more details. Get The Deal The Doctor Will See You Now Dr. Caroline Leaf is a cognitive neuroscientist and mental health expert, so you could say she’s a better source of truth than your best friend over a round of cocktails. Praised by colleagues and listeners alike, Dax’s long-running series has covered a whole host of interesting, medically relevant topics such as intrusive thoughts, trauma, de-escalating intense emotions, and creating boundaries with loved ones. Her formative principles focus on simplifying your life while giving practical tips and tools to guide your self-improvement. Our clients, who want to reach a medically informed and inquisitive audience, have found great success on this show. See below for additional information if you’re interested in grabbing your own mental mop and broom. Get The Deal In Case You Missed It Serial Season 1 Episode 13 Most would agree that Serial was the launch of the podcast revolution, and this week, eight years after the show’s debut, Serial released the final episode – Adnan is Out. Adnan Syed was released this week after being incarcerated for more than 20 years for the murder of his girlfriend, Hae Min Lee, a crime he has always said he didn’t commit. Due to the show’s success, the zeitgeist that was Serial and the media surrounding the case undoubtedly impacted the eventual retrial and ultimate acquittal of an innocent man.  Can justice and fairness be brought forth through solid journalism and media? It seems so. This classified section was brought to you by MailChimp. Read More Joe Rogan’s Exclusive Interview with Steve Jobs The power of AI is being tested everywhere. While we see the strides we’re making in AI-generated art from sites like Dall-E, to AI transcription services, there are still massive gaps in overcoming the uncanny valley. Case in point, “Joe Rogan’s” recent interview with Steve Jobs. A voice synthesis company based in Dubai published a fictional podcast interview between the podcast powerhouse and the Apple founder using realistic voices digitally cloned from both men. It takes place during the “first episode” of a purported podcast series called “Podcast.ai,” created by Play.ht, which sells voice synthesis services. The show’s content is trash, and anyone listening with any degree of discernment can easily tell that the show is a farce, but this could become a very exciting thought experiment. Based on the clumsy, often unintentionally funny interview we have today, we can imagine a world in which AI could create a true facsimile of what it would be like to hear the best interviewers of now take on the best interviewees of yesteryear or vice versa. Johnny Carsen’s exclusive interview with Post Malone may be forthcoming. Read More This Week in Great Podcast Reads Dave’s Answer to the Part of the Problem What do plants have to do with improving mental health? As we learn from Dave Smith’s endorsement of Fast Growing Trees, quite a lot. According to Dave, selecting just the right plants for your home can make all the difference in your mental well-being. And hearing great personal connections for our advertisers helps our mental well-being. Finding a unique way to connect a brand to a show’s content doesn’t always run a straight line. A brand like Fast Growing Trees doesn’t have to stick to home improvement or gardening shows.  If you find an honest connection between brand and host, and it’s executed correctly, shows like Dave’s Part Of The Problem can be a success story in a sea of unlikely performers. Listen Here Contact us for a Consultation  OXFORd In The News Save the Live Read and Add Nutrition Labels Regular readers of The Influencer know that Oxford Road Founder and CEO Dan Granger is on a crusade to save the live reads in podcasts while adding nutrition labels to this oftentimes black box channel. Last week, Dan joined host Adam Posner on The Pozcast podcast to discuss these near and dear topics along with the formation story of Oxford Road and where he thinks the industry is headed. Read More 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!

Fall is here, and Q4 is in full swing. This week’s Influencer comes to you with a slower-than-usual news week which is fine by us because we’re focusing on mental health.  We have two interesting stories in the podcast space that you may find interesting – one will make you feel good, and the other is guaranteed to excite your mind with possibilities while being potentially a little scary.  We’re also sharing two podcasts focusing on mental health that perform extremely well for advertisers while doing good in the world – a win-win in our book. Additionally, we share a spectacular aircheck from a podcast about mental health that shows that a podcast doesn’t necessarily need to be a spot-on fit for a brand to make an extremely solid connection in their reads. And finally, our very own Dan Granger was a guest on the career-focused podcast POZCAST last week to further his crusade for live reads and nutrition labels on podcasts while sharing the career path that eventually lead to the formation of Oxford Road.  Read Here

This week, on the Media Roundtable: Industry Edition, the agents of influence are tackling key metrics: what’s a sham and what’s worth shelling out for. Listen up to avoid pulling a Wanamaker. Leading the charge is Oxford Road’s VP of Creative Services, Stew Redwine, along with fellow Oxford Road experts Kristen Duenas, Neal Lucey, and James Ingrassia. Also bringing deep insider knowledge is special guest Alyssa Meyers, a reporter at Morning Brew’s always insightful Marketing Brew Newsletter. (A great subscribe–it will easily be your second favorite marketing newsletter). At the top of everyone’s mind: Gaming the System – Mobile game ads = junk podcast downloads? “You had my curiosity, but now…” – What kind of attention is worth paying extra for? Sorry, Dan Carlin – How long is the perfect podcast? The Most Interesting Fake Man in the World? Fictional characters are shilling for real products. 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. Listen Here Watch Here The Classifieds Preschool and Pop Culture Find Podcast Home Half of the cutest couples on YouTube, Kelsey Kreppel, is finally getting her very own podcast from Dear Media.  Kelsey is currently engaged to massive comedy YouTuber Cody Ko, helms her successful vlog channel, and unprecedentedly teaches preschool.. Kelsey is well known for her sense of humor, fashion sense, and cooking videos, imbuing her content with a frank sense of camaraderie that makes her feel like the internet’s girlfriend. Her recently launched podcast has a steady balance of wisdom, relatability, and buzzy conversations on recent pop culture. Dear Media as a whole remains a top-performing network for our female skew clients across the board, and this newest opportunity is best suited for clients skewing more towards a Gen Z audience.  Don’t pretend you’ll circle back later. Click the link below now. Get The Deal Self-Help Yourself to a Classified Mel Robbins is such an impressive person; her accolades and achievements take up an entire sentence: lawyer, self-help coach, author, television personality, motivational speaker, and now podcast host. Launching in Q4 with Midroll, this is the newest self-improvement and education podcast, guaranteed to be a surefire performer. Mel has an innate sense of people’s weaknesses, strengths, qualms, and needed motivational tools, making her one of the most popular speakers working today.  This newest opportunity is best suited for a variety of clients with diverse goals for performance: female skew clients, those who perform well on business, self-improvement, and education podcasts, those looking to test opportunities before they grow significantly, and those looking to align with large personalities. Per Mel’s 5-second rule, make a quick decision to click the link below for more information. Get The Deal In Case You Missed It Podcasters Gaming the System? Back in August, Marketing Brew broke a story about how some publishers were inflating their numbers by purchasing ads in mobile games like Subway Surfers. Using a practice called “rewarded inventory,” players earn in-game rewards for sitting through advertisements or, in this case, scrolling through articles. Last week, it came to light that some Podcast networks may be doing the same thing. Each time a player taps on one of these fleeting in-game ads—a podcast episode begins downloading on their device. The podcast company, in turn, can claim the gamer as a new listener to its program and add another coveted download to its overall tally. The fact that this is happening raises major questions about the definition of a “listen” and, subsequently, the value of ads served to those listeners. As you can imagine, we are taking this matter seriously and investigating independently and in-depth with any vendor who is considered involved in such practices. Though ultimately, inflated impressions aren’t affecting performance marketers to the degree it does brand advertisers, the integrity and performance of our media campaigns are of utmost importance. We will continue to update here and directly with our advertisers as we get to the bottom of this issue. Read More Paying for Attention At the Mi3-LinkedIn B2B Next Summit last month, Professor Byron Sharp broadsided marketers in  an attempt to bring them back to the “fundamentals of advertising.” In his presentation, Sharp commented, “our job is to get some attention…I don’t want to do advertising and not be seen. But after that, paying for a lot more? No.” In response, marketing doctor Mark Ritson wrote an opinion piece for MarketingWeek, that stood counter to Sharp’s assessment and presented evidence on the viewability and dwell time of different media. Ultimately, Ritson presented a case that view-time correlates with recall and (brand) choice. So is it worth it to pay more attention? If so, when is it worth paying a premium for media? At Oxford Road, our view is, yes, there is value in paying more for attention; after all, our job is to get our client’s ads noticed, and it matters if consumers are paying attention. Consumer attention is a key component in the effectiveness of Podcast advertising, which has a CPM much higher than other forms of audio advertising, yet often outperforms them. Read More Podcast Episodes Are Getting Shorter How long is the typical Podcast? According to podcast data company Rephonic, it’s 37 minutes and getting shorter. In the continual evolution of the podcast space, where content creators have complete control over the length of the shows they’re producing, it’s fascinating that things are continually moving towards the standards TV set decades ago. The 30-min sitcom was not by accident, and while long-form holdouts like Hardcore History still clocking in episodes that are hours long, the trend towards shorter content will likely prevail. For podcast advertisers, we see the trend as promising, making the medium more seeker-friendly while allowing podcast consumers to listen to more shows. Assuming those selling advertising on these shows don’t cram more commercials into a smaller window, shorter content should fare well. Read More The 5th, 6th, and 7th “P’s” Of Marketing? Looks like there may be three more P’s hitting your marketing arsenal, and they’re “Podcast Product Placement”. Scripted fiction podcasts are playing with the idea of including what they call “in-universe brand creative,” which is basically product placements we’ve come to see in TV and movies for years played out in podcast form. Characters within fictional podcast worlds are ordering products like Bud Light, Johnnie Walker, and HEB, who have already tested the platform for its viability. The question is, how do you measure the success of these types of placements? Our take is it generally takes the form of a brand study but is very difficult to measure accurately. Read More If Tell You, I Have to Kill You Everyone is jumping into the Podcast space, and now, the least probable organization you could think of is climbing on board. For its 75th anniversary, the CIA is launching its first podcast, The Langley Files, which shows the less glamorous side of the agency that has been shrouded in mystery and intrigue by Hollywood for years. Is it a PR effort? A recruitment effort? Who knows at this point, but we can all agree that this is of interest to the general public–it even made it onto SNL last week. Read More This Week in Great Podcast Reads Tim Ferris and Shopify Have Got Personal History Entrepreneur, best-selling author, lifestyle guru, podcast host, we can keep going, but there’s an easier way to say it: Tim Ferris. When you’re working with a name as far-reaching as his in podcasting, the question becomes, how do you get the most out of it? One way is to cue him up for a great endorsement—one that’s been years in the making. That’s exactly what we did on The Tim Ferris Show with his recent ad read for  Shopify, the all-in-one commerce platform for entrepreneurs to start and grow their businesses. Tim and Shopify’s relationship goes way back, as you’ll hear in this account of how he witnessed the company’s growth into staggering figures from their humble beginnings. What better evidence can a podcast host offer than the firsthand experience of a brand’s success in the very area they are promising to help others in? This magic only happens when you know how to align the right brand with the right host. Listen Here Contact us for a Consultation  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!

As the Southeast prepares for Ian’s most unwelcome arrival, and the crisp fall air starts to hit other parts of the country, buckle up! We’re all plowing like a freight train into Q4 and onward into 2023. This first autumnal edition of The Influencer is an off-week for our Media Roundtable podcast, but we’re still hard at work, bringing you the media news you need to know as you sip on your 3rd pumpkin latte of the day. In honor of Hispanic heritage month, this week’s classified section highlights two podcasts that should be considered by all podcast advertisers, especially those looking to expand their reach to a multicultural audience. In media news this week you may have missed, we’ve got a few stories that cover everything from a media exec. setting the record straight on digital audio measurement to how to use celebrity missteps in your creative and more. Finally, we share a great example of how getting creative with finding a personal connection between brand and host can have some massive payoffs in ad performance. In all seriousness, our thoughts go out to those affected by the hurricane – stay safe. Thanks for reading; feel free to finish the pumpkin roll as you peruse the rest of this week’s edition. The Classifieds Todo Buena Onda From September 25th through October 25th, the United States celebrates Hispanic Heritage Month, a timeframe that highlights ten different countries’ independence days. To embrace this incredible example of our country’s strength in diversity, we will showcase two podcasts hosted by Hispanic/Latino hosts. Our first selection comes from the podcast network Pitaya, which is entirely dedicated to producing podcasts for Latinos in the United States. The comedy stars Joanna Hausmann and Jenny Lorenzo host weekly episodes highlighting current news items, cultural idiosyncrasies, and hilarious moments related to their everyday lives as second-generation Latinas working in the comedy industry. Lookalikes include agency-wide high performers in genres such as society & culture, literature, and female-hosted comedy. Grab a spoon for this melting pot by clicking the link below. Get The Deal Futuro Mainstay Continues Journalistic Excellence Maria Hinojosa is an Emmy-winning journalist and the host of Market Enginuity’s long-running podcast on Latinos living in the United States. Every week Hinojosa’s authoritative voice narrates stories of the Latino community’s bravery, innovation, pain, and prosperity. This investigative podcast parallels similar monoliths, such as This American Life and The Daily while clearly emphasizing the specific issues that affect Hispanic and Latino citizens. Recent episodes have covered the history of the little black dress, the aftermath of Hurricane Fiona in Puerto Rico, and the creation of The National Museum of the American Latino. Advertisers who perform well on NPR and Market Enginuity shows will find surefire success with this offering, as well as those looking to reach a more multicultural audience. Join the conversation by looking below for more information. Get The Deal In Case You Missed It Podcast is Radio Adnan Syed, from the true-crime podcast Serial, was vacated last week after serving more than 20 years in prison on murder charges. The news has those of us in the industry reminiscing about the cultural phenomenon that was Serial and many asking if something monumental could happen again. . The previous guest on Media Roundtable and generally one of the most opinionated people in Podcast, Nick Quah thinks it’s a bygone era. In a thought piece written by Quah for Vulture last week, the Podcast critic laments all about the good ol’ days of podcasting and how it will never go back to the way it was. But is this a bad thing? Podcast as high art may be dying and is slowly evolving into Radio, but that’s great news for advertisers. From where we stand, the channel has more listeners than ever, targeting and trackability have never been more robust, and interest from brands is at an all-time high. But long-term readers of The Influencer should have seen this coming. We’ve been talking about for years. Read More Taming The Wild West On the other side of the “Podcast has become radio” coin, we share a story from AdAge that proves the point from a radio guy himself. Ken Lagana is the EVP of Digital Sales over at Audacy, leading strategy in the areas of Audacy’s streaming app and their extensive podcast network. Ken shares a reportedly true story where a prospective advertiser said, “Podcasting is still the Wild West, I can’t measure and attribute. I can’t really target audiences.” Throughout the rest of the article, Lagana breaks down why this objection to digital audio advertising, including Podcasts, is completely dead but then proceeds to turn the whole thing into an Audacy sales pitch. The takeaway for you, dear reader is this; if you think like Lagana’s “client” that digital is still the Wild West, you’re about five years behind in your thinking. Let’s get you up to speed. Read More It’s Getting Harder and Harder to Breathe Unless you’re the lead singer of Maroon 5, something very funny is happening in the social media side of advertising right now. The release of salacious leaked texts from Adam Levine has set the meme machine into high gear, and even big brands are jumping on board. Kraft’s Velveeta, KFC, Jimmy John’s, and Denny’s, among others, are taking to social media for their chance to be a part of the conversation. Influencer readers, what do you think–Low blow or capitalizing on an opportunity? Let us know your thoughts by clicking here. For more advertising fun, last month, Jack in the Box gave Luke Skywalker his job back for a day. It’s old but worth a watch if you have time. Read More This Week in Great Podcast Reads Who Doesn’t Love a Good Mystery Box? Sometimes finding an authentic connection between a brand and a show host is simple. Other times, you have to get creative. Take our advertiser Battlbox, for example. They offer a monthly subscription box full of survival gear, outdoor gadgets, and more that would make any outdoorsy type really happy – but it’s not for everyone. However, the host of The Steve Deace Show is the first to say that he’s not all that “manly” (his words, not ours) and while he appreciates what Battlbox has to offer, speaking to survival gear is not really within his wheelhouse. But this doesn’t stop the show from delivering one of the most honest and authentic reads ever. After tapping out,  Steve hands things over to his producer Aaron who shares his experience and goes on to rave about how BattlBox equips you with hand-picked outdoor, survival, and everyday gear that you don’t have to be a survivalist to appreciate. So despite not having a direct angle into a personal endorsement, we’ve been able to navigate the challenge and come up with a solution that’s better than it could have been otherwise. As a result, the show is one of the best-performing podcasts BattlBox has ever tested. Listen Here Contact us for a Consultation  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!

This week’s Media Roundtable: Industry Edition tackles the news marketers like you need to hear, including Industry layoffs, Spotify’s podcast dominance, and why marketers need to take a deeper dive into your influencers before agreeing to anything. This week, Kyle Jelinek hosts the episode alongside returning Oxford Road team members Dan Granger, Spencer Semonson, and Kristen Duenas. Listen as these “Agents of Influence” put their years of industry experience to work, helping you make sense of the latest podcast news while occasionally taking a short detour into the inane with fake ad reads and just enough nonsense to keep it interesting. At the top of everyone’s mind: New brand safety measures account for what podcasters do outside of their shows Balancing subscription and ad-supported models Spotify turning web novels into podcasts Navigating the ad slowdown and content overload In 2023 Alexa’s best answer will be… an ad? Short on time? A recap of each topic is shared below, but for the team’s whole hot take, catch the full episode by clicking the link below. Listen Here Watch Here The Classifieds Swish Swish Bish Kara Swisher is THE tech news reporter and podcaster in the industry today. Fresh off her concluded podcast Sway, and with her current podcast Pivot, Swisher is still the go-to perspective for news out of Silicon Valley. Launching September 26th, Vox’s newest venture will be an interview-style show with elite iconoclasts and tastemakers in tech, politics, and entertainment.  For our clients, this is a clear pathway to a listener base of engaged, educated, and earnest customers, listening for an informed take from a likable host. This is a great option for those looking for surefire performers in tech, entrepreneurship, finance, business, and education. While we can’t predict the next unicorn, more information can be accessed in the link below. Get The Deal These Angels Were the Centerfold Reality television of the early aughts has often been carefully reevaluated through a modern lens, none more so than The Girls Next Door. The show ran for five seasons on E! and showcased the exploits of Hugh Hefner’s resident girlfriends, including hosts Bridget Marquardt and Holly Madison. Now the two former centerfolds are back with a podcast from Adlarge, ready to discuss their origins, the show, and what life was truly like living in the palatial headquarters of the Playboy Mansion. While not the best option for our clients concerned about brand safety, this is optimal for anyone who performs well on relationship-focused society & culture offerings, edgy female-hosted comedies, or shows hosted by reality stars. Details are just a bunny hop, skip, and a jump away in the link below. Get The Deal In Case You Missed It Creator Economy Not Immune to Economic Downturn We’ve seen layoffs and cutbacks across the tech industry sector during this economic downturn, but creator economy companies have generally been immune. Not so anymore. Last week, premium content producer Patreon announced that it will lay off 17% of its workforce (80 employees) to “make sure Patreon continues to be a reliable monetization tool for creators.”That said, Patreon is a service for premium content behind a paywall. Our roundtable believes that ad-supported content creation will weather this storm far better than anything people have to pay for. Time will tell; keep reading… Read More Influencer Remains a Strong Channel in Current Climate We’ve said it before, and we’ll say it again — influencer marketing is the key to continually reaching your audience during this recession. Find endorsers who authentically align with your brand voice (we can help you with that), and the impact will remain strong. With consumers looking for areas to cut expenses, free content platforms like podcasts, streaming audio, and radio will maintain the largest reach. That reach, combined with implicit trust generated by influencer marketing, should help you weather this storm. Read More The Rise of Andrew Tate Former kickboxing champion, and minor UK reality star, Andrew Tate created an empire of toxic masculinity through mass messaging on TikTok. Recently the infamous misogynist was working within the podcast space, specifically on Spotify, where he hadn’t yet been banned (vs. Twitter, Instagram, Facebook, Uber, Airbnb, Discord etc.). The meteoritic rise of this extremely polarizing figure can teach us a lot about brand safety in this age: #1 Reach and influence isn’t always the clearest indicator of success #2. Brand safety involves both monitoring existing content as well as what the hosts do outside of their programs (something our work with Barometer is currently addressing) #3. Spotify podcast charts are much more volatile than Apple charts, and their reliance on video content and fringe internet celebs will always keep it from being a reliable source #4. As lookalikes emerge, including Fresh and Fit, and are being legitimized in the podcast and YouTube space, we need to be hyper-vigilant not to validate dangerous ideologies that end up on the far ends of the political spectrum. Influencer marketing can be tricky. Simulcast and TikTok are especially useful for reach, but can also be a weapon in the wrong hands. Brand safety needs to be a concern for all clients, regardless of performance. We can help. Read More Podcast/YouTube Lines Increasingly Blurred Video podcasts are booming, giving creators access to new audiences. But does this risk ruining what made the emerging audio format so satisfying to begin with? While podcast purists may scoff at the notion of a video podcast (isn’t that essentially just a documentary?), from an advertiser’s perspective, there is no downside. Some of the largest interviewer creators are already working heavily with video simulcast (Logan Paul,h3h3, Call Her Daddy, Joe Rogan).he continuing trend will only help advertisers grow their visibility while ensuring we’re able to gauge performance through our attribution practices. So let the industry keep blurring the lines between podcasts and YouTube while the ad-supported content we buy gets shared with more and more users. Read More Watt’s Up? Wattpad, the global entertainment company and leading web novel platform, will launch a series of podcasts created by popular Wattpad authors exclusively on Spotify. Realm is getting bigger, Disney is putting out Marvel fiction podcasts, and so this trend towards audio fiction is becoming a new, underserved audience for marketers. What’s old is new again. Fictional audio stories have been around since the advent of radio (soap operas, radio dramas, radio plays, and film adaptations via audio). So while fiction podcasts don’t have the host read we very much want, we already buy a ton of announcer and producer reads on news content which always performs, so we see this channel as a growing and untapped subset of podcasts for DR advertisers. More info to come. Read More Alexa’s Sponsored Responses Think SEM for voice. We’ve been talking about the future of smart speakers for years, and so far, advertising opportunities have been limited. But that’s about to change. Next year, Amazon will incorporate ads into Alexa’s answers with its new Customers Ask Alexa feature. Companies will soon be able to essentially sponsor the voice assistant’s responses to questions relevant to their products, linking an advertisement for a cleaning spray to a query about how to remove stains, for instance. The feature brings commerce to the otherwise crowd-sourced Alexa Answers feature set up by Amazon a few years ago. Read More Patagonia Founder Puts His Money Where His Mouth Is This week in feel-good news. We see a lot of companies align themselves with causes. Some are true to the brand values; some are subject to scrutiny. But rarely does a brand truly put everything on the line for what they believe. Enter Patagonia. Last week the company announced that 100% of the company’s voting stock (2% of the total) had been transferred to the Patagonia Purpose Trust, created to protect the company’s values (its mission statement is “We’re in business to save our home planet”). At the same time, 100% of the non-voting stock (98% of the total) has been given to the Holdfast Collective, a non-profit dedicated to fighting the environmental crisis and defending nature; funding for Holdfast will come from Patagonia in the form of a dividend – expected to be in the region of $100m this year. While some on the panel feel this move was entirely philanthropic, others believe there are untold benefits to the move, but we all agree that both truths can coexist. Read More This Week in Great Podcast Reads Quality Read Offers Quality Healthcare Ad-libbing copy points is an undervalued skill, but that’s only because a good show host will make it look easy. Oxford Road understands that aside from providing our hosts with strong messaging in our ad copy, allowing them the room to personalize a read is equally as important. Otherwise, you might end up with a voice simply reading words from a page. Your smartphone can do that! Carlos Whittaker’s read for Zocdoc on the Human Hope with Carlos Whittaker podcast is a testament to the value of ad-libbing. Listen to the first few seconds of this read, and it’s clear he’s highlighting the quality of doctors one can expect to find on Zocdoc—a key selling point of the app. Any other host might stop there, but our friend Carlos takes it a step further by mentioning his three personal doctor friends listed on Zocdoc. He knows how to build on a theme and add further value with Substantiation. Hope is Carlos’s personal brand on his podcast, and Zocdoc is just one of the ways he shows it. Listen Here Contact us for a Consultation  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!

There is no Media Roundtable episode this week, but we have gone full chest-beating self-congratulation mode and dominated every inch of our own content. Pardon our momentary narcissism, but it was kind of a slow news week, outside of some spots where we were mentioned. We start this week by sharing some of the best-performing podcasts you’ve probably missed. Next, on our swollen-headed smug cycle, we move into the “In Case You Missed It” section, which in accordance with our theme, is all about Oxford Road and what we’re doing in the industry from external sources of validation. Finally, we wrap with an aircheck from one of our clients that will have you saying, “oink, oink, I’m just so happy I got Moinked.” The Classifieds It’s Dangerous to Go Alone! Take this Classified We are continuing our spotlight on top agency performers this week with a show highlighting video games. There are many video game content options on YouTube and Twitch, but podcasts with proven performance are a rare find. Sold through Rooster Teeth Productions and hosted by two creators of the former Youtube channel Super Best Friends Play, listeners are treated to a shred-tastic intro song and three plus hours of content every week. This simulcast podcast performs exceptionally well for B2B and B2C clients, especially those looking to reach a younger, male-skewing audience. Please be this agency’s player two and click below for more information. Get The Deal Better Than Your Nightly Melatonin You wouldn’t guess that Sleep would be such a notable agency performing genre, but many successful performance marketers found success in testing these opportunities. This particular offering is available through Headgum and is voiced by various narrators who soothe even the fussiest of sleepers into a gentle state of rest. Each episode includes a recitation of an unconnected story in a different setting, often relating to nature or travel, over relaxing music. Clients who perform well on this particular show vary by business category but are almost always those looking to reach affluent millennial audiences. Don’t lose sleep over the decision; simply click the link below. Get The Deal In Case You Missed It An Honor Just to be Nominated It’s officially award season, and Oxford Road is drycleaning the old tux. The advertising industry is just as self-indulgent as the entertainment industry, and we have our share of award events to prove it. One such contest is MediaPost’s OMMA Awards which showcases excellence in online advertising and excellence in media & marketing. Oxford Road made it as one of 3 finalists in the Podcasts/Digital Audio category for our work with meat subscription company, Moink. While we would love to add the coveted OMMA trophy to our collection, it’s an honor to be a part of the elite nominees this year, including Clifford The Big Red Dog’s “I Like Big Mutts” and Steve-O’s “Hot Sauce for Your Butthole” campaigns. We’ll keep you posted on how it all plays out after October’s live event, but at the end of the day, we don’t care about awards; we just want the ads to work. Read More Bring on Brand Safety Marketing Brew released an article about how the podcast industry is converging to deliver brand-safety and suitability tools that are trying to add more transparency surrounding episode content and topics for wary advertisers. While the article talks about the industry moving towards the same goal of showing major advertisers that podcasting is a safe, suitable, and legitimate medium, our work with Barometer is highlighted in-depth with actual screenshots showcasing the dashboard and points out how our clients are currently using it in the planning and buying process. Companies like Comscore,Sounder, and Magellan are highlighted as well, some of which are still in the development phase for these tools. If you’ve been sitting on the podcast sidelines because you’re concerned a host is going to go off the rails on an ad, Barometer has already helped Oxford Road clients, as well as other brands, avoid this type of controversy and the potential negative impact it can have on your brand.,  Implementing any of these tools into your buying process is a great step forward, but if you’d like a free demo of the one we believe to be the best, click HERE. Read More Less Division. More Inclusivity Oxford Road Founder and CEO Dan Granger was invited as a guest on last week’s New Media Show podcast with hosts Todd Cochrane and Rob Greenlee. The three podcast veterans discussed cancel culture, the mission of Media Roundtable, and the recent events at Podcast Movement ‘22. If you’re a podcast nerd like us, you’d be remiss not to check out this episode. Listen Here This Week in Great Podcast Reads A Pre-Seasoned Labor Day Read You can’t have a proper Labor Day barbeque without the right meat. You won’t have the right meat unless you know where to get it. That’s where the legal ladies from #SistersInLaw come in to give you some counsel, with their ad read for Moink. What is Moink? Only the tastiest, ethically sourced beef, lamb, pastured pork and chicken, and wild-caught Alaskan salmon, you’ll sink your teeth into—and the only way to do a final summer barbeque right. Not only can these women serve you up the latest in politics, law, and culture, but they can also serve you up some nice pre-seasoned steak tips from Moink while they’re at it. Where else are you going to get advice like this? Listen Here Contact us for a Consultation  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!

Media Roundtable Industry Edition returns this week, with the entire panel just back from their trip to Podcast Movement 22. Host Jennifer Laine leads this week’s discussion with Roundtable veteran Dan Granger and newcomers Tamara Zubatiy from Barometer and Oxford Road’s Gary Brown. The show begins with the panel discussing the biggest news of his year’s Podcast Movement; Ben Shapiro’s unannounced appearance and the social media s#*t storm that transpired. At the time of the recording, Podcast Movement hadn’t openly discussed their stance on the misinformed apology but has since addressed the situation on Twitter. It seems like they’re on the right track, though not without fallout. After putting the elephant in the room to bed (hopefully for the last time), the team discusses other hot news items of the day, including Twitter’s dance with Podcast, Snap Chat’s financial woes, Cadence13 going Hollywood, and Veritone’s AI box of possibilities. Click below to hear the whole episode, or check out the articles discussed below for those short on time. Listen Here Watch Here The Classifieds We Found a Classified This week we are highlighting some top performers across our agency. Our first selection comes from the folks at Dear Media, a network representing a large selection of female-hosted offerings that appeal to women at every stage of their lives. On We Met At Acme, host Lindsey Metselaar destigmatizes and fully explores tough to talk about subjects such as sex, relationships, and being vulnerable. She often interviews other podcast hosts, authors, experts, and coaches, in a very relatable and honest environment. We will often recommend this podcast for clients who have a target audience that skews female and listens to society and culture and relationship advice type shows. This show always sells out, so now is the time to discuss the 2023 annuals. If you want to reach this coveted audience, please see below for more details Get The Deal Teamwork Makes the Dream Work Another amazing internal performer from the sports genre, Harris Fantasy Football Podcast, has just celebrated 100 episodes. This genre has many options, especially ones centering around American football, yet Harris has always differentiated itself by having an effective, bright, personable host. Sold independently, and heavily sponsored by DraftKings, the show does exceptionally well through the NFL season. Regardless of the time of year, host Christopher Harris creates weekly hour-long episodes broaching topics such as recent news, sports history, future prospects, and the mechanics of fantasy football. Multiple clients have already found great success on the show, often booking annuals through the end of the year. With the 2022 NFL season kicking off tomorrow, now’s the time to get off the bench. Click below for more information. Get The Deal In Case You Missed It Podcasts are Coming to Twitter Announced last week, podcasts will now appear in Twitter’s redesigned “Spaces” tab, but you’ll be unable to choose individual shows: the interface gives pre-selected shows in topic-based playlists called “Stations.” It uses RSS feeds and is curated from what the people you follow are listening to. Twitter offers no search facility or ability to add your own RSS feeds, which significantly limits the platform as a legitimate content source. Our take is that while Twitter’s involvement in podcasts will undoubtedly help promote the medium, the way they’re going about it seems counter to how podcasts are typically shared and therefore lacks scale opportunity. Read More Snap Reducing Headcount by 20% Snap is reducing its headcount by 20% and restructuring its ads team. The social space is increasingly tough, and increased competition and privacy concerns make it tough to monetize. But perhaps the more interesting takeaway is that some of the upcoming apps (LiveIn, Locket) lean more towards authentic connection rather than the traditional follower counts and self-promotion that make social media (shall we say) unfulfilling. Read More Cadence13 Goes Hollywood Premium podcast studio, Cadence13 has hired Hollywood executive Patton Valentine to oversee IP adaptation strategy across its original content divisions. Cadence13 plans to adapt its audio documentary and scripted storytelling IP into the world of film and television, with several projects in work now. We’re going to start seeing more new podcast shows designed with the sole purpose of converting to television shows. The trick will be figuring out which ones are most likely to do so and negotiating baked-in ads so that 2nd and 3rd shelf life comes into play for advertisers. Stay tuned. Read More Veritone’s AI Voice Network Veritone’s Voice Network now offers creators a multilingual custom A.I. voice solution and podcast monetization service that combines synthetic voice creation and AI translation services to localize podcasts. A.I. has gone from beating humans at Chess, then beating them at Go, to solving a problem in 48 hours that molecular biologists have struggled with for 50 years. Interest in A.I. has tapered since it seemed to plateau in the late ’10s with accomplishments like identifying objects in images. But it’s not going away. Capabilities are, instead, accelerating, and they will continue to. It’s the most important tech of our time. Brands’ applications will also rapidly grow better chatbots, A.I. script generation, optimization, and better attribution. Don’t stop paying attention to this one. Read More Delivering a Scalpel to Comedy According to Edison Research, Comedy has topped the Q2 2022 podcast genre charts in the U.S. The team discusses that while some advertisers stay away from Comedy podcasts altogether due to brand safety concerns, with tools like Barometer, you can easily navigate the vast comedy podcast world while adhering to your brand’s values. Read More This Week in Great Podcast Reads Help Your 🌎 While Helping Your💰 It’s hard to go wrong with a host whose personal values align with the brand they’re promoting. It’s especially hard when that host has built a loyal following around sharing those values on their weekly podcast. You might even say much of the heavy lifting has been done by the time she reads the copy. At least, that seems to be the case with Laura Diez’s endorsement for Aspiration Zero, a credit card that fights climate change by planting two trees for every swipe. Laura’s podcast, Eco Chic leaves no stone unturned when it comes to living climate-conscious; from fashion to food to justice, she covers it all. That’s what makes her Aspiration Zero read feel so effortless. She’s worked with Aspiration Zero before, and she believes in their model. But more importantly, she believes in the bigger picture, and that says it all. Listen Here Contact us for a Consultation  OXFORd In The News 100th Anniversary of the First Radio Commercial On this week’s episode of Sounds Profitable, Oxford Road’s very own VP of Creative Services, Stew Redwine, joins Bryan Barletta to discuss the 100th Anniversary of the First Commercial Radio Broadcast. WEAF in NY aired the first paid radio commercial on August 28th, 1922. Stew & Bryan discuss what’s changed, what’s stayed the same, and how Mark Twain’s quote about history holds true for audio advertising, “History doesn’t repeat itself, but it does rhyme.” Read More 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!

The “who’s who” of the Podcast Industry gathered last week in Dallas for the 8th annual  Podcast Movement. On next week’s Media Roundtable podcast, Oxford “Roadies” who attended will share their take on this year’s event, but this week we’re talking about the “Ben Shapiro incident” that is making news with a post by Oxford Founder and CEO, Dan Granger. Ben Shapiro Canceled at Podcast Movement – Here’s What We Need to Do  By Dan Granger As some of you may have read, last week I was compelled to author a rant in the form of a series of LinkedIn posts about Podcast Movement’s Twitter Apology for allowing The Daily Wire Founder & Editor-in-chief Ben Shapiro’s presence at the conference, and the harm that it caused. As noted in my post, while many of my own personal views contrast with Ben’s, his attendance was as legitimate as mine as a speaker and in line with the diverse community environment I’d come to believe Podcast Movement was all about. In fact, The Daily Wire, his media property, was a paid sponsor! After posting to LinkedIn, I was surprised by how many others from across the industry felt the way I do, even those that despise Ben. In short, Podcast Movement’s hasty negative response went against everything many of us in this industry have been fighting for including tolerance, credibility, and evenhandedness in media. Instead of first consulting the community, data or event tools, they bluntly canceled without clear explanation, or reconciling their decision with their stated mission. I was grateful to see The Blaze write a story to amplify my message. I only wish that more journalists who do not align with the views of Ben or The Daily Wire would speak out as well. I’ve always been captivated by the quote (often misattributed to Voltaire), “I disapprove of what you say, but I will defend to the death your right to say it.” Sometimes I fear that this spirit has been lost in modern media, where contradictory ideas and views are seen as harmful threats instead of invitations to a conversation in a good faith search for truth. I hope the public shaming and disavowing of sponsorship of Ben Shapiro will serve as a teachable moment and cause us all to look in the mirror. If we truly believe in the free exchange of ideas as a foundational pillar of our democracy, then more of us will need to stand up, particularly for people with whom we have the most clear disagreements. What now? If Podcast Movement really is a diverse community, I propose we all come together for a town hall event to discuss what happened and find ways to do better in the future, or at least address their new organizational values, which would make decisions like these less of a surprise. Why? 1) It would allow the Podcast Movement community to hear from one another. Of course, Podcast Movement reacted to the concerns of attendees. But, in their approach, they ignored others and their own decision to allow The Daily Wire to be a sponsor in the first place. The move came across as tone-deaf, disingenuous and intolerant. 2) It would allow us to dive into helpful discussions about community tolerance and tools as best practices for “hard calls” versus seemingly partisan moves by, I’m sure, the very well-intending humans in the loop. What do you say, Podcast Movement, your place or mine? You’ve got a standing invitation to The Media Roundtable for a good faith discussion. The Classifieds Las Buenas Noticias Viajan Rápido Digital news and media company My Code has launched its first podcast, partnering with the far-reaching and highly influential newspaper La Opinión Hoy. The popular publication is the largest Spanish-language newspaper in the United States and the second most read newspaper in its home base of Los Angeles. Its shortened, headline-capturing audio version is now open for sponsorship from any interested clients. Finding brand-safe news options, let alone ones in Spanish, can be difficult. Our B2B clients find it especially trying, so this is highly recommended for them or anyone looking for the next high-reach news podcast. If your Spanish only extends to “¿Dónde está la biblioteca?,” you may want to click the link below for more extensive details. Get The Deal The Therapists Are In Mental health has never been a more prominent topic in our daily discourse, and yet many of us still feel the stigma of disclosing our current struggles. MTV Challenge star and therapist Sarah Rice, and Tiktok sensation Therapy Jeff are pairing with The Butler Did It to talk through those toxic ideations, give their informed advice, and provide a laugh or two along the way. Their first episode, which launched last week, covered topics such as narcissism, dating as an adult, and social media. Sarah currently co-hosts The Brain Candy Podcast, which performs well for our clients with direct-to-consumer products targeting a female skew audience. If you’re interested in laughing through the pain, please click the link below. Get The Deal In Case You Missed It Chirp Chirp – Podcasts Coming to Twitter After recording success with “Spaces”, Twitter has announced they’re bringing podcasts to the platform. The Musk rejected app announced a new podcast feature that will be integrated into its redesigned Spaces Tab, enabling users to create and consume audio content from a wider variety of users outside their immediate network. This, according to Twitter, is a way of investing in audio creators. According to Twitter, 45% of people who use the platform also listen to podcasts, so they’ll automatically suggest compelling podcasts to help people easily find and listen to the topics they want to hear more about. “For example, if someone regularly interacts with Vox content on Twitter, they’ll probably see a Vox podcast in a Spaces hub.” Bringing podcast content to an audience as massive as Twitter (even the bots) is all good news for podcast creators and those of us who advertise on them. Read More I Believe The Children Are Our Future Whitney knew it, and apparently podcast networks do too. As reported by InsideRadio, a recent UTA study report says half of kids ages 3 to 12 currently listen to podcasts, and one-third (32%) listen at least weekly. While major networks like Wondery and iHeart are pumping out content for kids faster than you can say Paw Patrol, the report says that a third of parents want even more. Gen Alpha is the first to have podcasts around their whole life. As they grow older, they’ll continue their podcast journey. We’re in – keep ‘em coming. Read More TikTok Goes Hyperlocal Following Instagram and Snapchat’s popular location-specific content features, TikTok plans to go local with a new “Nearby” video feed that shows videos made in your area and allows users to add location tags to content. “We’re always thinking about new ways to bring value to our community and enrich the TikTok experience,” a spokesperson for TikTok told TechCrunch in an email. The app’s ad revenues are already set to soar past Twitter and Snapchat combined, but adding localized features will help TikTok tap into valuable local advertising markets and aid smaller businesses in reaching consumers. Now if we could only get around the whole privacy thing, maybe we could get behind it. Read More This Week in Great Podcast Reads For the Love of Gaming Never underestimate the power of a host’s genuine enthusiasm for a product. Korey Coleman and Martin Thomas rave for over six minutes about the wonders of Backbone, a new gaming device that transforms your smartphone into a handheld gaming console. Sure, you can call it an ad read, but a more accurate description is a couple of guys talking about something they love and having a lot of fun doing it. It doesn’t get more genuine than that—endorsement or no endorsement. This genuine interest in the brands they endorse is one of the things that set their podcast, Double Toasted, apart from so many others that discuss the latest in movies and gaming. Listen to these guys. When it comes to fun, they’ll steer you on the right course. Listen Here Contact us for a Consultation  OXFORd In The News A Counter Take on Economic Doom and Gloom The marketing news of late has been focused on the economic downturn and how it will affect advertising spend in the coming months, but a recent post from Marketing Brew shares a different story. Oxford Road’s own Steven Abraham and Jennifer Laine and others in the industry, share that at least in the podcast space, ad spend isn’t slowing down. In fact, many brands mentioned are actually ramping up. So when planning your 2023 marketing budgets, consider what we know to be the not-so-secret way to keep your KPIs in check while expanding your brand. Read More 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!

Back by popular demand! This week’s Media Roundtable: Industry Edition tackles the news you need to hear about, including Spotify’s new brand safety tool, the panic and perils around hidden persuaders, and what a CNN transition means for the direction of journalism in this country. This week, Kyle Jelinek takes the panel out for a spin as the new host alongside returning Oxford Road team members, Dan Granger, Spencer Semonson (who finally corrected our mispronunciation of her last name), and Stew Redwine, with hard-won insights for those of us working in the media and audio industries. The show begins with a rapid-fire discussion on the top news stories like Audacy’s recent layoffs, MediaPost’s terrible Ad Spend Index report for July, TikTok’s mission to control misinformation, and how Finland’s Prime Minister likes to dance with friends. Quickly, the roundtable joins in to discuss the most important topics facing the media world. At the top of everyone’s mind is how to integrate imperfect data sets (Podsight’s Benchmark Report, Apple’s new podcast charts) to make better decisions when planning your media. Spencer gives her expert opinion on separating signal from noise that you’re definitely going to want to hear. Short on time? A recap of each topic is shared below, but if you want the team’s whole hot take (and trust us, you do), catch the full episode by clicking the link below. Listen Here Watch Here The Classifieds Working to Crash the Cis-tem Two notable queens of the coveted Drag Race final four are now joining forces to bring us the gorge, the not-so gorge, and everything in between. Season 7 winner Violet Chachki, and season 13 finalist Gottmik, have recently partnered with Studio71 to launch a podcast focused on fashion, beauty, and the artistry of drag. There are many podcasts hosted by former contestants, but the differing factor for this offering lies in the reputations of these particular queens, well known for their fashion expertise, editorial styling, and wunderkind levels of ambition. Several of those similar shows are also top performers across our agency, and we often recommend them for clients trying to target young, liberal, LGBTQIA+ audiences with a love of influencer culture. Combine your charisma, uniqueness, nerve, and talent by clicking the link below. Get The Deal Adult Clarissa Continues to Explain It All While there are many podcasts praising niche nerd culture and recent big releases, there aren’t a lot of shows dedicated to content that appeals specifically to women. Well, look no further, Podcast Heat has you covered with this newest offering, hosted by Melissa Joan Hart and Amanda Lee. Hart has become synonymous with the Hallmark channel recently, though she got her start on shows such as Sabrina the Teenage Witch. Lee is her close friend and co-host, who helps create a balanced camaraderie. Recent episodes have discussed theatrical releases, a whole range of recent novels, and, of course, the impending slate of Christmas rom-coms. This is a great option for clients targeting women who prefer family oriented content. Be a part of this witchin’ and bitchin’ opportunity by clicking below for more information. Get The Deal In Case You Missed It Podsights “Insights” Podsights released their Q3 Benchmark report, which continues to share recommendations that seem counterintuitive for some of us in the business. Podcast optimal frequency, the efficiency of Pre-rolls vs. Midrolls, whether Dynamic or Baked In ads perform better, and how many impressions an advertiser should buy are shared in this report as buying guidelines for the uninitiated. Yet based on our experience, this requires a much more nuanced approach. So take the data for what it is, but proceed with caution. Read More Spotify’s Walled Garden Gets A Little Higher Spotify just announced a new service that will create the ads you air on their podcasts. So now you can get your ads made and graded (for brand safety) and placed with content all owned by the same company. Not to mention, with their recent acquisition of Podsights, Spotify will tell you how it all worked too. Talk about vertical integration! Would you trust this level of control in any other industry? It’s like buying a house directly from the seller, who is also your real estate agent, appraiser, home inspector, and tax collector. It’s convenient for sure, but is this the best way to approach? We love the innovation, and Spotify is a valued partner of ours, but the answer is probably not. Read More The Hidden Persuaders 2.0 Acast’s new “conversational targeting” sounds a bit like buzz-word soup. It works by using advanced speech-to-text transcription technology combined with artificial intelligence and natural language processing to analyze hundreds of thousands of individual podcast episodes. Each episode is then categorized according to the industry standard IAB content categorization taxonomy (v2) to ensure that ad campaigns are automatically served against episodes of the highest relevance for their brand message. We’re seeing others in the industry doing similar things, but does this strategy lead to optimizing yourself out of a channel? It sounds similar to the almost Godlike powers attributed to marketers in Vance Packard’s 1957 book The Hidden Persuaders. Like most things in this week’s episode, we recommend looking at this as just another tool for planning, not a solution. Read More Huel Advert on Steven Bartlett’s Podcast Banned The brand Huel had an ad from a March podcast drop on The Diary of a CEO banned in the UK, as the Advertising Standards Authority (ASA) deemed it wasn’t obvious that it was an ad. A thorough onboarding is the key to ensuring the creative services who craft the copy are properly heard when the content creators record their ad. As brands venture into foreign markets, this onboarding is even more important to ensure local protocols are met. However, this begs the question, does knowing you’re listening to an ad affect the performance of that ad? If listeners like the host, and feel a part of the audience (which is part of the two-prong “intentionality/intimacy” power of podcasting), they simply don’t care. So why not just be transparent, and aim to get the best, most honest message to your audience? Sounds novel. Read More Brian Stelter to Leave CNN CNN’s Chief Media Correspondent and anchor of the show Reliable Sources since 2013, Brian Stelter, is leaving the network following the cancellation of the long-running media news program. Our panel suggests this may be an indicator of less polarizing content in the media. Fox and CNN have been in a race to the bottom for years, hopefully, balance and integrity will prevail. Read More Apple’s New Podcast Charts Apple Podcasts is introducing a pair of new top 100 podcast charts that track subscription podcasts and subscription podcast channels. These include shows from all categories that offer exclusive content, early access to new episodes, bonus episodes, ad-free listening, and more premium experiences. Currently, the top US subscribed shows include Smartless, Something Was Wrong, and Fed Up, all attributed to podcast network Wondery, which is owned by Amazon. Podcast charts are the focus of much debate between agency folks and network contacts, useful for some aspects of planning rationale but not a sure indicator of the performance or even reach for a particular show. Again, another tool, but not a definitive answer to every question. Read More This Week in Great Podcast Reads She’s Goldin with Netsuite There’s a certain grace that goes into good testimonials. Be it a few seconds or an entire ad read, a good testimonial is more than just a statement, it’s a story, the user’s story—but really, it’s the listener’s story. Kara Goldin knows it. That’s why her read for Netsuite, the top-tier cloud-based financial system by Oracle, feels so relatable. Albeit short, Kara’s tale is about her business, Hint and the 31,000 other businesses who were once blind, and now have visibility into their metrics thanks to Netsuite. The Kara Goldin Show is all about highlighting the journeys of entrepreneurs and disruptors who forged a path with new methods like this. So if your brand’s got a story to tell that could use the help of some firsthand experience, this show’s got what you need. Listen Here Contact us for a Consultation  OXFORd In The News A Product Podcast & Some Redwine If this week’s edition of Media Roundtable didn’t deliver enough of Oxford Road’s VP of Creative Services Stew Redwine, you’re in luck. Stew was recently a guest on The Product Startup Podcast to share his advice for inventors, startups, and small manufacturers on what audio platforms are out there to advertise your product on, how to get started in the audio advertising space for hardware products, and how to make a great audio ad to make your product invention the next big success. Read More 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!

Last week we announced that our company initiative, the Koala Corps, hit a major milestone. We now have the needed funds for a full-time professional to oversee the Cuddler Program at Children’s Hospital Los Angeles (CHLA) for the next three years, and a full-time Program Administrator has now been hired. But you may not know how we got here. Our advertising clients, industry partners, and the team at Oxford Road made this happen. Podcast advertising is helping babies–so is advertising on TV, streaming audio, smart speakers, radio stations, and more! One of our agency’s core values at Oxford Road is “The Golden Rule.” We strive to implement this value inside out; from our interactions internally, to our networks and clients, and outward to the rest of the world. One of the ways The Golden Rule manifests itself outside of our direct agency interactions is through our work with Koala Corps. Since launching our initiative with the Koala Corps, Oxford Road has donated a monthly portion of our profits and increased that amount based on how well the ads perform for our clients. The better their ads work, the more money we give the cause. Because the ads are working, we’ve been able to facilitate and directly donate hundreds of thousands of dollars, hitting our first goal with this new hire. In so doing, there is now someone to screen, train, and manage volunteers to scale the impact of this effort for every eligible child who doesn’t have a parent or loved one bedside to provide physical comfort and support. Now, local TV stations are picking up the story. CBS channel 2 in Los Angeles did a  3-minute segment on our mission last week, and it does more to introduce you to the reason behind Koala Corps and the people making it possible than 10 more paragraphs of text, so we’ll stop here and let you watch. At Oxford Road, we are firm believers in the idea of “Doing well by doing good,” and that purpose and profit are not mutually exclusive. This is a major milestone to take care of the most vulnerable people in our community and a cause we can all agree on. For others who want to learn more, read our announcement here or visit www.koalacorps.com to donate or learn how to volunteer. If this initiative speaks to you, there are ways you can help, and our work here is just getting started. To all of you who have helped turn this dream into a reality, THANK YOU! The Classifieds She Talks to Everybody, Yes She Does We cannot repeat most of what Teresa Giudice has yelled during her time on The Real Housewives of New Jersey, but we promise the watch experience was explosively entertaining. That being said, most fans would not pair the former table-flipping newlywed with nutritional guru and podcaster Melissa Pfeister. The September slated debut will engender a fun and flirty atmosphere and is chock full of real talk about love, life, family, and the stress of celebrity. It will also feature guest interviews, possibly within the Housewives franchise, and viewer-submitted questions. The network, PodcastOne, has many similar offerings, and they all perform well for female skew clients targeting an older audience. If you’re a Jersey Girl at heart, click below for more information. Get The Deal From Sweatpants to Savvy Satirist TikTok’s treasure trove of comedy creators is yielding another great new podcast coming this October from Lemonada. Elyse Myers, a mainstay on many “For You” pages, is bringing her affable personality to the interview genre, sitting down with the biggest faces in comedy. Each episode explores awkward, sincere moments of authenticity, a common staple of Myers’ content. Her most recent videos have covered topics such as door-to-door salespeople pitches, reality television cringe, and new motherhood. Quite a few podcasts have recently launched with similar internet personalities. We have found that they have been best suited for young Millennial and Gen Z audiences who gravitate towards comedy, education, and kids and family content. Join in on the relatable conversation this fall by clicking the link below. Get The Deal In Case You Missed It 27 Pages That Can Impact The Next 27 Months or More Nielsen released their annual ROI report this week and it’s an INFLUENCER VERIFIED MUST READ. Within the pages of this report, the media data junkies show marketers how to: optimize their marketing budgets, evaluate new media types, better understand audience reach, and the right way to measure success. There is massive value in this information, even for seasoned marketers. For example, you will learn how understanding the 50-50-50 gap will maximize your ROI and how while most marketers know Podcasts work for performance, it has a strong impact on brand (recall, familiarity, affinity). We could go on and on, but dig in for yourself–it’s just 27 pages. The full Nielsen report requires readers to fill out a form before downloading, but we assure you it’s worth the bother. Read More The Difference Between Talking to Your Aunt or Your Cousin Rather than creating separate creative content for specific audio channels, many advertisers tend to repurpose existing creative elsewhere. ”We’ve got a radio commercial, we’ll just run it on Streaming Audio and Podcast.” It’s a valid thought and one we hear a lot. After all, audio is audio, and why re-invent the wheel? But a nine-cell table from Edison’s Share of Ear Report should have you second-guess this way of thinking. According to Edison, the median age of the average radio listener is 51 (TSL)–a full generation away from that of a streaming audio listener (31-TSL). As a marketer, you’ve got to come up with messaging that works for both “Aunt Barb” and “Cousin William” or focus on one or the other. Alternatively, you can employ Disney’s algorithm for storytelling; Creative Success = (Big Bets) on (Familiar Stories) with (Distinctive Styles) in (Every Channel). If you’d like to make sure your creative is reaching the right audience in the right way, we’d be happy to chat. Read More Squeezing As Much Apple Juice As Possible Last year, Apple’s App Tracking Transparency (ATT) allowed consumers to decide whether apps can track them across other applications and websites. Companies like Meta Platforms Inc. and Snap Inc. claimed to have lost billions of dollars in advertising revenue due to the change. As a reader of The Influencer, you’ve likely been hit by a drop in performance on these channels as a result. In an ironic but unsurprising turn, the “champions of privacy” in Cupertino are planning to, over time, significantly expand its own advertising business using data from its other services and your Apple account to decide which ads to serve! This is playing out like a chapter in Art of War. Read More This Week in Great Podcast Reads Trouble Hiring? Here’s The Thing, You Need… It’s one thing for a host to deliver a testimonial that fulfills the brand promise. It’s something completely different for them to deliver a testimonial, gushing about how the brand truly exceeded their expectations. This is what Angel Laketa Moore (better known as ThatChickAngel) brings with her read for the powerful, all-in-one hiring platform Indeed. Listen to how many times she and co-host KevOnStage refer to the overwhelming number of great candidates that responded to her Indeed post the same day. This is what makes Angel and Kev’s podcast Here’s The Thing, the perfect choice for brands looking to showcase an authentic user experience with lots of dynamic articulation. Oh, and did we mention they sing the path at the end? Guess that’s to be expected when the hosts are multi-talented performers, one with a background in musical theatre. If that doesn’t make this read memorable, we don’t know what will. Listen Here Contact us for a Consultation  OXFORd In The News How Can Podcast Ads Help Children In Need? We jumped right into this one at the top of this week’s edition, but it warrants another mention. Check out CBS 2’s segment on what Oxford Road is doing with Koala Corps Read More 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!

Media Roundtable’s “Industry Edition” returns to discuss the hot topics of the day, including a quick recap of the latest from PodNews, the industry’s latest solutions for brand safety, the loss of HBO Max, and much more. This week, Dan Granger returns as host alongside other members of the Oxford Road team, Kristen Duenas, Spencer Semonson, and Stew Redwine, as they discuss the most critical topics in the world of marketing from those of us working in the media and audio industries. Dan begins the episode chatting about the latest release from PodNews, which highlighted the craziness of Apple’s rating system, a new Podcast growth agency for creators called Bumper, Audio Earning Reports that show how legacy media channels are changing with the growth of their podcast involvement, and the monetary cost of misinformation as demonstrated by the Alex Jones civil trial. For readers short on time, a recap of each topic is shared below, but to hear the team’s whole hot take, listen to the entire episode by clicking the link below. Listen Here Watch Here The Classifieds Independent Show Prioritizes Camaraderie Over Partisanship Oxford Road takes careful steps to address our clients’ brand safety concerns, especially those related to polarization, misinformation, and biases. Hosts Adaam James Levin-Areddy and Vanessa M. Quirk were of the same mindset when they launched Uncertain Things, a quickly growing society and culture podcast that specializes in well-balanced takes on current events. The show prides itself on being extremely diverse in its platformed opinions and includes interviews with guests on either side of the aisle (as well as those smack dab in the middle of it). We have championed similar podcasts that cover like-minded topics, and they have performed best for our B2B clients looking for even-keeled news content. The world may be uncertain, but we are certain you can find out more by clicking the link below. Get The Deal Major Podcast Network Offers Premium August Remnant The folks at Midroll are offering August remnant deals to any advertiser interested. This inventory is available on multiple shows, but we want to call out some exceptional inclusions:  CNBC Mad Money is an agency-wide high performer in the finance and business genres and is on sale for 40% off. Last Podcast on the Left, a true crime chart-topper with a high sell-out rate and hefty price tag, is available for the same low price. The Megyn Kelly Show, a conservative news podcast, is a top performer for multiple clients and is heavily discounted for an end-of-month flight. Finally, comedy bastion Your Mom’s House is a superb option for any client that performs well on older male skew comedy podcasts. For full details on these and other great remnant options for August, click the link below. Get The Deal In Case You Missed It The Podcast Industry Gets Serious About Brand Safety Inside Radio shared the news about the new brand safety tool, Sounder. Backed by iHeart Media, its founders believe that their tool will help Podcast grow by offering brands an automated way to ensure the content they’re supporting aligns with their values, with the addition of offering contextual targeting at scale in the future. We love the momentum we’re seeing with the industry as a whole demanding more insight into content and welcome new solutions to solve  this problem. However, we’d be remiss if we didn’t give a quick plug to our partners at Barometer, who’s automated solution for brand safety is already up and running. From what we can tell it offers everything Sounder is promising – perhaps more. If you’d like to give Barometer a test drive – shoot us an electronic mail message. Read More Sacrificing Short-Term Sales For Long-Term Growth This week in “Recession Talk”, we share a story from Media Post that urges marketers to shift focus from short-term goals to long-term goals during the economic downturn. History has many stories recounting companies that maintained or doubled down advertising efforts during an economic crisis and came out of it stronger than before, but is this realistic for most marketers? The panel discusses the pros and cons of this strategy and ultimately lands on the truth that it’s a gutsy move that ultimately depends on how long you can sustain a drop in sales to focus on the long-term. But for marketers simply doing the best they can with the resources available. In uncertain times, adjusting your creative strategy can be the most valuable move in your playbook. Read More Are You Ready for Some Football? The Athletic has announced the launch of 17 local football podcasts for the upcoming NFL season, giving fans new content to choose from when the season begins this Fall. Sports programming consistently performs well for many advertisers, and at Oxford Road, we’ve found that content with a local and regional focus has excelled, presumably due to their rabidly loyal fanbases. This localization could signify things to come as more regional podcast content outside of the sports world is made available now that consumption and engagement is high enough regionally (as prognosticated by The Influencer for years). For now, go sports! Read More HBO Max Dissolves It appears that HBO Max is going away and will be merging with Discovery Plus next year. While from a consumer perspective, we’re saddened to see our beloved streaming platform go the way of the dodo bird, as marketers, it presents a ton of opportunity. We already know that Netflix will be moving to an ad-supported model in 2023. Now it appears we may have the ability to advertise on the premium HBO content we all know and love. Expect more consolidation and more monetization in the streaming space as things progress which may be good for everyone. Read More Podcast Payola? Broke by our friend Ashley Carmen on Bloomberg earlier this week, podcast guests are paying up to $50,000 to appear on popular shows. While this may seem astonishing to the general public, for our panel, it was common knowledge and becoming increasingly prevalent. But should podcasts receiving money for interviews disclose it to their listeners? The panel says yes, and it harkens back to the old days in radio where payola and plugola scandals erupted back in the 60’s and 70’s. What do you think? Should podcasts have to disclose which interviews are paid and which are genuine as they do in traditional broadcast? Let us know your thoughts by emailing us. Read More More Players in the Podcast Sandbox As reported by the Podcast Business Journal, Lionsgate has entered the podcasting space with a new division called Lionsgate Sound, which will operate as a full-service podcast production company, handling podcast production for the studio’s film & television businesses while also overseeing all elements of podcast production for third party clients. Audio is hot, and everyone wants a piece of the podcast pie. Large production companies have a wide breadth of sources to pull from, plus talented production teams to produce high-quality content, and we expect to see more of this in the future. As an agency that works heavily in the podcast space, we say keep the original content coming. Read More This Week in Great Podcast Reads Growing Your Brain and Your Mane Even a Ph.D., versed in just about any subject imaginable, can feel helpless when it comes to hair loss. This is what The Brain Candy host Susie Meister teaches us in her ad read for Nutrafol, the number-one dermatologist-recommended hair loss supplement.  After articulating the personal pain she experienced after a stylist overprocessed her hair, causing it to fall out, Susie praises Nutrafol as the godsend responsible for all the new growth she’s been seeing. Following it with multiple personal recommendations, Susie makes this a grade A endorsement, showing us that Brain Candy is the true godsend. This is who you want championing your brand. Listen Here Contact us for a Consultation  OXFORd In The News Hold The Babies! As a regular reader of The Influencer, you’re likely familiar with the portion about Koala Corps that sits quietly at the bottom of every week’s edition. If you’re not up to speed on the cause, there are babies in children’s hospitals who, because of various situations, are simply not being held. Volunteers to hold these babies are abundant, but hospitals need administrative support to facilitate the programs that aim to cuddle every child possible. Koala Corps goal has been to raise enough money to hire a full-time facilitator, starting with Children’s Hospital in Los Angeles—in the hopes of supporting hospitals nationwide-and, we did it! At least the first part. We have now raised the funds needed to afford a full-time professional to oversee the cuddler program at Children’s Hospital Los Angeles (CHLA) for the next three years. But we’re not stopping there. To learn more about Oxford Road’s Koala Corps program and/or donate to the fund, please visit koalacorps.com Read More 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!

Kids are returning to school, and OOO email replies are hitting inboxes as employees take last-minute vacations. Still, as summer winds down and things get back to normal, general economic uncertainty looms over us like The Mothership from Independence Day. While the debate on whether or not we’re officially in a recession continues, things are changing. A recent report from eMarketer said, “an ad industry downturn isn’t just coming—it’s here.” But before you get too down in the dumps, things aren’t as bad as they seem. In a recent report, Insider Radio sheds a little positive light on the state of media. According to the report, total advertising spending will remain in growth mode through 2026, and the rates are merely “returning to normal from inflated pandemic-era highs.” Despite the predicted growth, the report shares that the downturn is still negatively affecting areas of the ad industry. Consumers are reducing their spending in specific categories 20% of advertisers have cut their budgets (Automakers spent 23% less on advertising in June) The advertising industry cut 2,400 jobs in May Advertisers are running away from connected TV due to high costs and concerns about impression accuracy Now is the time to reassess your strategy and focus on media channels that can produce trackable results. For more tips on how to futureproof your brand, keep reading to hear professor Mark Ritson’s take on what you need to do. Also, in this week’s edition, we have two very different podcast opportunities for your consideration, more top stories from the marketing world you may have missed and a fantastic aircheck from the hosts of Bad on Paper. Enjoy the rest of the summer; the last half of this year will be wild. The Classifieds All the Shenanigans, Buffoonery, and Hijinks You Could Ask For SNL alum Leslie Jones and comedian Lenny Marcus are teaming up with Midroll to sieve through tales of human error and give their unfiltered opinions, no matter how outrageous they may be. The show balances Jones’ brand of broad, straightforward humor and Marcus’ observational wit. The show is part of a more significant podcast trend that includes internet-curated stories, often centered around outrageous, unique, and unbelievably true events. The first episode debuts on August 11th and will include interviews with special guests, segments of the week, and listener-submitted questions. Similar podcasts have done exceptionally well for advertisers targeting a millennial audience who love both traditional and online niche comedy. Join these comedic visionaries by clicking below for more information. Get The Deal Cheaper by the Half Dozen +1 New from the FamilyMade Network and brought to us by Moonbeam Media, The Miller Family is expanding its reach into the podcast space. The family of nine found community and support through their parenthood-focused Youtube channel and have slowly amassed a fan base of 750k followers interested in diversity, adoption, and religion. The newly premiered podcast has already covered a whole host of topics, including teen pregnancy, divorce, traveling with a large family, trauma, and more. This very special opportunity is best suited for clients who already perform well on podcasts centered around kids, family, and education, with an audience skewed towards mothers of young children. It may take a village to raise a child, but it only takes a click on the link below for more details. Get The Deal In Case You Missed It Futureproof Your Brand Staying profitable in this economic climate is more critical than ever. In Kantar’s most recent podcast, they interview Marketing professor Mark Ritson to discuss the most pertinent questions of the modern marketer, including: How an obsessive focus on ROI will lose money What, exactly, is brand equity? How smart companies should react during the recession How can you best manage a price war? Why is holding two contradictory ideas in your head beneficial for your business? How vibrant brands can stay on top of their game Whether or not you agree with him, this 37-minute episode is an invaluable use of your precious time. Read More Why You Will Fail In A Cookieless World Okay, the title we gave this one is a bit hyperbolic, but the truth is if you’re not currently testing new attribution approaches, you’re behind. Despite companies delaying the ultimate demise of the cookie, as we mentioned last week, it’s inevitable, and it seems the government is about to get involved with further privacy laws that will compound the challenge. The good news is that these changes are still at least a year away, making now the time to test alternatives. Marketers are exploring several options now while they have the safety net of current attribution methods firmly in place. If you’re looking for a solution, Oxford Road is in the process of developing a best-in-class option for our advertisers – email us to learn more. Read More The Bar for Advertising May Get A Lot Higher United States Radio and TV stations may soon be able to run cannabis advertising on their airwaves. This is the first time The Influencer has shared an article from the cannabis-centric website Leafly, but they have the strongest coverage of the story. The bottom line is that a bill has been filed in the US Senate which would allow cannabis companies to advertise on Radio and TV without the fear of federal penalties. With some restrictions on local laws and regulations, if this bill passes, it would open up a much-needed revenue stream for local broadcast stations. Moreover, if cannabis ads are allowed on FFC-governed platforms, the trend may very well make its way to channels free of FCC governance like podcasts and streaming. While these platforms are technically free of FCC regulation, most networks adhere to standards loosely aligned with the FCC and, therefore, will not air ads for cannabis companies; even CDB is questionable to many. So to the future weedtrepreneurs out there, marketing your business may get a lot easier and safe soon. For the general public, we will likely see a lot more of Snoop Dogg on Radio and TV (as if his current endorsements aren’t already flooding the airwaves). Read More This Week in Great Podcast Reads Bad on Paper, Good with Bills You want to start seeing the world again, but now it’s a question of affordability. Olivia Muenter is here to tell you you can do it, without wreaking havoc on your bank account. Using a little creative savings, with her secret weapon Truebill, Olivia’s been able to travel this year completely on her own dime. She and co-host Becca Freeman fill you in on how it’s done in their recent read for Truebill, the app that helps you identify and stop paying for unwanted subscriptions. And these savvy savers have got tons more to offer than financial advice. We suggest giving their podcast, Bad on Paper, some consideration if you’re looking for hosts with a wide range of experience in different areas to back your brand. Listen Here Contact us for a Consultation  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!

Kids are returning to school, and OOO email replies are hitting inboxes as employees take last-minute vacations. Still, as summer winds down and things get back to normal, general economic uncertainty looms over us like The Mothership from Independence Day.   While the debate on whether or not we’re officially in a recession continues, things are changing. A recent report from eMarketer said, “an ad industry downturn isn’t just coming—it’s here.” But before you get too down in the dumps, things aren’t as bad as they seem. In a recent report, Insider Radio sheds a little positive light on the state of media. According to the report, total advertising spending will remain in growth mode through 2026, and the rates are merely “returning to normal from inflated pandemic-era highs.” Despite the predicted growth, the report shares that the downturn is still negatively affecting areas of the ad industry.  Consumers are reducing their spending in specific categories 20% of advertisers have cut their budgets (Automakers spent 23% less on advertising in June) The advertising industry cut 2,400 jobs in May Advertisers are running away from connected TV due to high costs and concerns about impression accuracy  Now is the time to reassess your strategy and focus on media channels that can produce trackable results. For more tips on how to futureproof your brand, keep reading to hear professor Mark Ritson’s take on what you need to do.  Also, in this week’s edition, we have two very different podcast opportunities for your consideration, more top stories from the marketing world you may have missed and a fantastic aircheck from the hosts of Bad on Paper. Enjoy the rest of the summer; the last half of this year will be wild.

Media Roundtable’s “Insider Edition” Returns to discuss the hot topics of the day, including more on how the advertising industry is responding to the economic downturn, the future of podcast discoverability and how advertisers may be ruining America’s pastime, and much more. This week, Jennifer Laine (Head of Marketing) hosts the show alongside fellow Oxford “Roadies,” Stew Redwine (VP Creative Services), Charisse Miller (Senior Account Lead Director), and Kyle Jelinek (Senior Account Lead Director) as they discuss the most critical topics in the world of marketing from an insider’s perspective. For readers short on time, a recap of each topic is shared below, but to hear the team’s whole hot take, listen to the entire episode by clicking the link below. Listen Now Watch Here The Classifieds The Culture-Vultures Are Circling Overhead The online authority in anything pop culture, Vulture, is teaming with New York Magazine to provide us with your newest podcast obsession. Launching July 28th with Vox, host Sam Sanders will sit down with his colleagues at Vulture, and as the creative mind behind our favorite pop culture trends, to dissect and explore contemporary movies, television shows, music, and more. Coasting on good vibes and entertaining memes, the show promises to tickle the part of your brain obsessing about the most recent pop culture phenomena with a group of like-minded friends. Into It is heavily recommended for clients that perform well on podcasts centered around TV & Film, Society & Culture, Pop Culture, and Celebrity Interviews. Deter any possibility of culture shock by simply looking below for more information. Get The Deal New Podcast Hosts Decide to Group Mine The term “edu-tainment” can be applied to a host of podcasts, but it’s rarely seen in the business or finance genres. Comedian Adam Ray and crypto expert Stephen Cesaro want to change that with their recently launched podcast from Cloud10. In each episode, Cesaro walks Ray through a different concept related to crypto, bitcoin, ETH, or NFTs, and Ray provides unvarnished observational humor, creating a great blend of instruction and witty asides. This show assuredly falls within the business, finance, and entrepreneurship genres. but it comes with a comedic bent, perfect for the emerging generation of Gen Z men. Similar podcasts have done exceptionally well for our B2B clients looking to target self-starters and small business owners. You can DYOR by clicking the link below for more information. Get The Deal In Case You Missed It Is Heavier Frequency Killing Podcast Conversion? This week’s podcast launches with the team discussing a recent article from Westwood One that hypothesizes the downward trend in conversion rate on podcasts (as reported by Podsights) is due to heavier frequency on the medium. To combat this, the article recommends: buying ad space on more than shows that are “obvious fits,” matching product categories with product genres, and spreading impressions to more than just top-ranking podcasts. Our take is that this is a bunch of malarkey–a misunderstanding of the true problem. Increased ad loads require more frequency and reduce the saliency of the message. The problem is that with the number of ads in each show increasing and DAI taking over the majority of podcast ad units, the industry is diluting the medium. It’s not that we’re reaching listeners too many times. Regardless of the cause, marketers need to know how the changes in the Podcast medium are affecting performance and how to counteract them. WWO is on the right track on solving the problem, and if the problem was purely frequency, they provided some solid solutions, it’s just that the root cause of the issue they’re solving may be based on an incorrect assumption. Read More  Economy’s Impact on Marketing Round 2 In what will, unfortunately, become a regular theme over the coming months, the team shifted focus to the economy’s effect on advertising, citing an article from eMarketer’s Insider Intelligence newsletter.  The article reports a recent report stating that one in five marketers have cut their spending due to economic uncertainty. Budgets decreased by an average of 16%. Upper-funnel campaigns have seen the most significant cuts, with 47% of marketers surveyed suspending connected TV (CTV), 44% halting digital video, and 42% pausing linear TV. While this is bad news for networks, agencies, and brands, the silver lining is within the opportunity for the performance side of the business. As brands shift focus from lofty branding initiatives in favor of performance-based KPIs, trackable platforms and tactics employed by performance marketers will help brands weather this storm while proving their worth. Read More The Future of Podcast Discoverability We love podcast-focused podcasts, specifically Podcast Pontifications, where host Evo Terra discusses how to improve podcasting. In a recent episode, Evo shared his future vision of podcast discoverability. With so many podcasts available for consumption, discovering new shows is becoming a challenge–the paradox of choice. But Evo mentions the need for an independent platform that would allow listeners to do a deep search to discover new podcasts that they enjoy based on much more sophisticated algorithms than currently available. Some are already here. Last month The Influencer shared info on, Fathom, the first-of-its-kind podcast streaming platform that uses AI to comprehend entire podcasts and give recommendations based on specific areas of interest. Regardless of how we get there, the industry needs to up its discoverability game, which will help podcast fans and content creators. Read More Is Congress Killing Targeted Advertising? We’ve already seen it in other parts of the world, but the US is about to get a lot more strict on privacy laws. Currently, in the bill phase, The American Data Privacy and Protection Act (ADAPPA) will only allow companies to collect user data if necessary for one of 17 permitted purposes —authenticating users, preventing fraud, and completing transactions. Everything else is prohibited. The bill is getting bi-partisan support and looks like it will become a reality, so what do marketers do now? Self-imposed privacy laws have already significantly impacted many digital and social platforms’ ability to run targeted ad campaigns – will this be the end of the era? If the folks up in Silicon Valley are good at anything, it’s finding a way, but it will be a challenge. In the meantime, Podcast, Streaming Audio, and Radio look more attractive by the minute. Read More And The Ultimate Influencer is… Logan Paul? The WWE has nicknamed Logan Paul “The Ultimate Influencer.” Love him or hate him, with 23.5m YouTube subscribers, an acclaimed podcast, and success in acting and boxing Logan Paul is one of the most successful social media influencers in history. Like Paul, many YouTube/Podcast hosts are crossing over into other channels, and brands can get creative with integrations wherever they’re reaching their audience, but is this a smart move? The answer is maybe. You need to dig deeper. When podcast networks offer 360° packages with their influencers, they rarely work out from a performance standpoint. But, if the host has a proven track record of success with your brand and you want to take the relationship to the next level, it can make sense, but proceed with caution. Read More Marketers Ruining America’s Pastime? The MLB sold out. Beginning next year, baseball teams will be allowed to sell logo sponsorship onto their uniforms for the first time. The San Diego Padres were the first to announce a partnership with Motorola, but other deals are in the works. Is this the natural progression of things or the greedy hand of capitalism slapping America’s past time in the face? Our take? Go for it, baseball! Logos have been plastered over every square inch of NASCAR racers and their cars for decades, and pro golfers make more on their sponsorship deals than they do winning tournaments. Read More This Week in Great Podcast Reads Let’s Talk About Grove Babe If you’ve always wanted your brand to have its very own cheerleaders—and we mean cheerleaders—we just found them for you. Sal Vulcano and Chris Distefano, hosts of the Hey Babe! Podcast, teach us what showing brand love looks like, dedicating the first 40 seconds of their ad read to Grove-inspired nineties R&B covers, then finishing strong with a good old fashion cheer for the company, whose aim is ditching single-use plastics. Not only do those angelic voices grab your attention right off the bat, but they also keep it long enough to make you want to save the planet. Just listen to Sal’s testimonial about his new Grove dish soap. You’ve been looking for dedicated voices to back your cause. These guys go all the way. Listen Here Contact us for a Consultation  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!

A lot is going on in the world right now. The UK is practically on fire with the highest temperatures ever recorded hitting Old Blighty; Elon Musk is going to court over the botched Twitter deal, and the US political climate is hotter and more uncomfortable than the weather in Britain. Yet you’ve chosen to open this email to get our sometimes irreverent, usually self-deprecating, but hopefully insightful take on what’s happening in media amidst the turmoil. Thank you for reading. This week’s biggest news in the Podcast space is that podcast platform Acast is on an acquisition binge and potentially preparing for war with the larger podcast conglomerates. On the heels of the May deal with Marc Maron, which gave Acast exclusive sales rights to the popular WTF podcast, and the deal to sell The New York Times suite of podcasts across the pond earlier this month, the self-described “Home of Podcasting” made another bold move this week. Acast announced Monday that they are purchasing the podcast database Podchaser, for a reported $34m. According to their website, Podchaser tracks more than 4.5 million podcasts, hundreds of thousands of ratings and reviews, and the advertisers for the world’s top 5,000 podcasts — making up to 1.7 billion data points. Acast CEO Ross Adams said in Inside Radio’s article on the merger, “together we’ll unlock the vast opportunity we know exists for open podcasting and not just have parity with the data held by closed paywalled platforms but to leap forward and to surpass them. We now aim to accelerate and maximize that data for all players in the industry.” The Classifieds Topanga is Not Just a Neighborhood in LA Listeners will get to journey back to the good old days of the TGIF block with this newest podcast launch from Premiere. Original Boy Meets World cast members Rider Strong, Will Friedle, and Danielle Fishel have reunited to recap all seven seasons, watching themselves grow from pre-teens into young adults for the first time since the show ended in 2000. Blending plot summations, inside jokes, and breakdowns of their favorite shared memories and moments, the recently premiered podcast has proved to be enlightening for former fans. The show also features interviews with former cast members, including Trina McGee, William Daniels, and even the iconic Minkus, Lee Norris. This is a no-brainer for any client that works well on TV & Film podcasts or has a significant female skew Millennial or Gen X audience. Brush up on your Feeny Call  to click below for more information. Get The Deal Unsung Heroes Finally Get Their Debut Solos Playwright and new podcast host Liza Powel O’Brien wants to bring these forgotten parents, spouses, and friends to light in a new limited series podcast from Team Coco, launching this week. This season promises to be a doozy, as it includes the unseen wives of Vladimir Nabokov and Mahatma Gandhi and the mentorship between James Baldwin and Maya Angelou. Slated voice actors include Megan Mullally, Nick Offerman, Rita Wilson, and Lisa Kudrow, with Powel O’Brien herself will narrate it. This opportunity is recommended for clients who perform well on history and comedy podcasts and those interested in relationships, innovation, and education. You can strike up a similar world-changing friendship, with us, by looking below for more details. Get The Deal In Case You Missed It Acast’s Podcast Acquisition Binge We dissected this one at length up top, but the Cliff’s Notes are this: – Acast just bought Podchaser (podcast database company) for a reported $34m – This is the latest in a string of other acquisitions and major sales deals within the podcast space – If Acast isn’t on your radar, they should be–now Read More Understanding The Power of Influence Traackr’s 2022 Influencer Marketing Impact Report was mentioned in passing on last week’s Media Roundtable Podcast, but we felt it warranted a deeper dive. The report, which came out earlier this month, uncovers how influencers and social platforms affect content consumption, brand affinity, and purchase behavior. During times of economic uncertainty, brand loyalty is diminished, with 63% of Americans surveyed saying “price” is more important than which brand they choose in a recent survey. However, 70% of respondents in Traackr’s report say they are more likely to buy from brands that work with influencers they know. Having a podcast host or social media influencer endorse your product or service is more like a recommendation from a trusted friend than an advertisement. If you’re not yet “all in” on influencer marketing, digesting the data in this report is your first step. Sending us an email for a free consultation is your second. Read More The Rise of the Robo Host To ensure the podcasts we recommend to our clients are aligned with their brand values, Oxford Road, in partnership with Barometer, uses AI to power our brand safety tool. Now, AI is being used for a very different purpose in podcasts. Meet A.I.M.E.E., the world’s first sentient robot podcast talk show host. On her weekly podcast, A.I.M.E.E. (an acronym for Artificially Intelligent Mechanically Enabled Entity) shares gossip, interviews superheroes, and plays interactive games with her audience. After much digging, The Influencer agrees with Podnews that A.I.M.E.E. is probably more human-driven than we’re led to believe, but this is the future. Podnews mentions that there are podcasts like Deep Dreams that truly are hosted, written, and produced entirely through AI technology. Will robot hosts take over all podcast hosting duties? Will these robo-hosts demand high talent fees? Will John Connor have to lead the worldwide human resistance for podcast hosts? Only time will tell. Read More This Week in Great Podcast Reads An Ad Read That’s Good for the Heart What does it take for a man who openly renounces a heart-healthy vegetable like beets to receive the many health benefits this superfood has to offer? It takes a snack like Super Beets Heart Chews, and when that man is Stu Burguiere, who makes zero apologies for his food choices—as he does his political views—you can be sure he’s winning over his entire audience after he raves about it on his podcast. The energy with which he delivers this read for the nutrient-packed snack will make even the most passionate veggie-hater a fan of the red root. Stu Does America is his podcast, and you can be sure your messaging will be delivered with conviction when he’s behind it. Listen Here Contact us for a Consultation  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!

In what could be described as a midsummer daydream, The Influencer presents our first ever Media Roundtable “Industry Edition” where industry insiders discuss recent industry news in true “roundtable” fashion. This week, host Dan Granger is joined by fellow Oxford Road team members Jennifer Laine Vanbeek (Head of Marketing), Stew Redwine (VP Creative Services), and Kyle Jelinek (Senior Account Lead Director). Together, these four “Roadies” discuss the hottest topics of the day and provide insights into what they mean for your business. For readers short on time, a recap of each topic is shared below, but to hear the team’s whole hot take, listen to the entire episode by clicking the link below. Listen Now Watch Here The Classifieds This Newest Podcast is Truly the Mayne Event The universally beloved sports contributor, Kenny Mayne, is back from his ESPN departure to bring you the newest podcast from Audacy. While Mayne previously worked on shows like SportsCenter, his segments always had a comedic bent that produced some of the best satire to air on network television during his 27 years with the network. Instead of the short pieces he’s known for, Mayne’s newest venture will feature interviews with anyone and everyone he personally wants to talk to. The recently launched podcast is a mix of sports, society & culture, and comedy. This is the first production from 2400Sports, which also just announced an exclusive deal with the MLB. His first few episodes contained interviews with ESPN OG Chris Berman, comedian Ben Schwartz, and Jamal Crawford and proved to be as insightful and humorous as we’re used to. Be the most popular player in all of the land by clicking below. Get The Deal Attack of the Killer Crash Diet Diets are so ubiquitous we barely bat an eye when their influence pops up on our social media feeds. Terms such as detox tea, #thinspiration, and fitspo litter influencers’ Instagram captions, yet their followers rarely look for the hidden consequences behind those enticing photos. The victims of the F-Factor Diet know this all too well, as they have accused the diet company’s products of causing mass nausea, rashes, bloating, and even heavy metal poisoning. In light of the Daily Harvest scandal, this slated July 26th release from Wondery is incredibly topical and eerily delves into our assumptions about health, wellness, and influencer culture. Hosted by comedian and podcaster Casey Wilson, this investigative limited series is highly recommended for clients that perform well on health and wellness and true crime podcasts. If you’d rather count your money than count calories, see the link below for more information. Get The Deal In Case You Missed It Do Brand Values Still Matter? A warning to all well-meaning brands: according to an article from Insider Intelligence, purpose-driven ads are not received well during economic downturns. Consumers are de-emphasizing social values when it comes to spending habits and focusing on switching to brands with lower prices. As players across the advertising industry experience setbacks and cut ad sales jobs in the uncertain economy, it’s vital for brands to always showcase a product’s value proposition in their messaging. Read More Brands are Shifting Towards Influencers Springboarding off of our first article, while consumers are becoming less brand-loyal, they’re still following the people they love, says a recent Marketing Brew article. In order to stay in front of the trend, brands should consider shifting their spend to trusted influencers. Podcast hosts are the ultimate influencers and also lay solidly within the most intimate channel (audio). In fact, Podcast listeners actually like the ads more than on any other medium and trust what their hosts say–2x more than radio. So if you want to stay present and relevant, consider Podcast. Read More Audio Ads Hitting Gaming Global, the international media & entertainment group, has announced that it has invested in Odeeo, a tech start-up that delivers non-intrusive audio ads in mobile games. We’re not talking console-type games, but the puzzle and word games you’d see on your smartphone. Audio ads in games are said to be immersive, non-intrusive marketing, so your message can be delivered without leaving the game itself. Is this a viable marketing channel that has yet to be tapped, or just another flash in the pan? Read More Ban TikTok Now? TikTok is all over the news lately about privacy concerns, both stateside and internationally. China has access to all of the world’s TikTok data and while they’ve banned the use of the app in their own country, the rest of the world is giving it away. We recommend that advertisers who are serious about sponsoring TikTok take a step back. Hit pause now, and wait for the promised fix on privacy concerns to be properly addressed before moving forward. Additionally, and perhaps more importantly during our discussion on the subject, Dan cited a recent Prof G podcast episode that suggests despite this threat to personal and national security, at least this is one problem both sides of the aisle can agree on. Read More Cowboys and Rifles The Dallas Cowboys announced a partnership with Black Rifle Coffee a day after a mass shooting left seven dead. “Set it and forget it” is great for a coffee maker – but not for your ad campaign. Here’s the real question, who owns each campaign? Was this just poor timing, or was someone asleep at the wheel? The team dissects the intent and backlash of this incredibly ill-timed promotion. In this dynamic newscycle, do you have someone looking over your entire MarCom who dissects every word, every image, every single customer, and every promotion, to craft the best, most relevant advertising for your company? If not, give us a call. Read More Misinformation Added to GARM GARM (Global Alliance for Responsible Media) just added “misinformation” as a brand safety element in their reporting. GARM’s brand safety framework has already changed how brands set strategies, how media agencies build media schedules, and how platforms and ad tech partners structure their tools. Historically called the evil 11, GARM expanded the brand safety list to include misinformation alongside topics like illegal drugs, explicit sexual content, arms & ammunition, and terrorism. If you’re concerned about ensuring your advertisements align with your company values, Oxford Road’s partnered with brand safety leaders like Barometer and AdFontes to help. Read More This Week in Great Podcast Reads Voice for Radio, Taste for Moink Slowww it down some! That note goes out to all those hosts who turn into speed readers when it comes to ad reads. Nothing can make an ad read sound more like an ad than a host racing through copy points at a breakneck pace to reach the end. Such delivery might have a long tradition in radio, but as we’ve learned, these traditions don’t always translate to the more intimate format of podcasting. Even an old radio pro like Jeff Fisher, on his podcast Chewing the Fat, knows the importance of using effective pacing in his reads. In his recent spot for  Moink, he slows down to savor the Value Prop, just like he does that tasty Moink bacon he loves so much. This is the guy you want plugging your brand if you’re looking for a trusted voice who knows just what it means to embody your messaging. Listen Here Contact us for a Consultation  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!

This past week marks the official beginning of the end of 2022, and while you were BBQing and trying not to blow off an appendage during Monday’s festivities, The Influencer was hard at work, curating the most important things you need to know. The Media Roundtable takes a bit of a turn this week with guest host Stew Redwine (Oxford Road VP, Creative Services) taking the mic to discuss the art of sound with fellow audiophile Dallas Taylor</a>; a man who knows more about sound than anyone you’ve ever met in your life. Dallas is the Creative Director of Defacto Sound, the sonic source for the world’s most thoughtful brands. He’s the host and creator of the award-winning podcast, Twenty Thousand Hertz (the title of which refers to the highest frequency that can be perceived within the normal human hearing range), telling fascinating stories behind the world’s most famous sounds. “I really gravitated towards magic because there’s this really beautiful eloquent thing that happens right in front of you that you just can understand.” – Dallas Taylor Together they cover everything from the hidden craft behind the sound design and mixing to listening to other planets and solving communication breakdowns to playing “The Sonic Branding Game” (try and beat Dallas!). Tune in to hear: How to make EV cars sound powerful without an engine “vroom.” The story behind the Netflix “ta-dum.” How to make copy points that “sound” right for a podcast host. Buckle up and enjoy this conversation between two creatives discussing the craftiness and magic that goes into the sounds of marketing and entertainment we hear every day. You’ll never listen to sound the same way again. Click below to hear it all. Listen to the Interview Watch the Interview The Classifieds Domestic Empire Grows with Podcast Launch Martha Stewart has started a new podcast with iHeart? It’s a good thing. The prominent mogul, entrepreneur, and homemaking pioneer has been an aspirational media figure since launching her television program Martha Stewart Living in 1996. Building off her charisma and acclaim, Stewart became a titan of industry, eventually heading a heralded media conglomerate. In line with this business savvy and experience in entertainment, Stewart’s new podcast will interview fascinating people of every background. Her first episode featured Snoop Dogg, another in a long line of intriguing collaborations between the two new friends. Based on her appeal to Baby Boomers, Gen X, and Millennial audiences, this newest opportunity is recommended for any client that targets a female demo. This show can also fit within the business, finance, entrepreneurship, arts, and education categories. No need to DIY yourself a good test; just see below for more information. Get The Deal Go Ricki, Go Ricki, Go Start a Podcast! Funnily enough, in our second classified, we highlight another 90’s icon with a prominent daytime show, but these two could not be more different. Host of the infamous tabloid talk show The Ricki Lake Show, Lake was the youngest talk show host in history and spoke on issues affecting teens and young adults. Broaching topics such as gang violence, sexual health, and gay liberation, the daytime staple ran for ten seasons, often cited as politically incorrect and somewhat exploitative. Launching with Lemonada in September, Lake will team up with a Gen Z co-host to reexamine and rewatch old episodes and critically reexamine the messaging, impact, and context then vs. now. This is definitely recommended for a 35-54 female audience, especially those interested in reality TV, pop culture, and rewatching podcasts. Drop that hairspray and shimmy your way to the link below for more details. Get The Deal In Case You Missed It What You Need to Know About Podcast Consumers It’s unmistakable that podcasts are having their moment, and after nine years of working in the space here at Oxford Road, we feel a bit like a parent sending their kid off to college. While we miss the days of podcast’s youth, we’re excited to see where it’s heading. For example, the recent MRI-Simmons Podcast Study shares the most extensive dive into the podcast audience ever. The report is free in exchange for your email address. It provides rich data on Podcast listening frequency, demographics of podcast listeners, leisure activities and media preferences beyond podcasts, attitudes on engagement with podcast content, hosts, and ads, and the actions taken based on podcast advertising. Whether you’ve been advertising on Podcasts as long as we have or are just curious about the space, this is a must-read. Read More The NYT Jumps Across the Pond This week, podcast network Acast announced a deal with The New York Times to be the commercial representative for the company’s audio advertising sales in the UK. This is important for two reasons. First, it makes Acast’s already robust UK podcast offerings even more massive by adding a suite of programs that always hit the top 10 in the states. Secondly, it once again demonstrates the monumental growth of Podcast on the international front. If you’re a brand with an international presence, Podcasts should be your next move, but navigating the international waters is not like it is in the states. Luckily, Oxford Road can show you the way. Click here for more information. Read More The Unintended Consequence of The Work From Home Model The virtual workplace is here to stay. Chances are more than likely, you’re reading this newsletter from your home and not a cubicle. While many of us on “team work-from-home” couldn’t fathom returning to the office full time, a recent article from MediaPost explores some unintended consequences of ditching the office space for good. The article argues we’re social creatures and that “while a virtual workplace may be logical, we may be sacrificing something more ephemeral that lies buried in our humanness. We can’t see it because we’re not exactly sure what it is, but we’ll know it when we lose it.” What do you think? How has the virtual workplace helped or harmed you in your business? Send us your feedback HERE – even if you’re still in your PJs. Read More This Week in Great Podcast Reads Husband and Wife Tag Team Ad Read, Scale Businesses Husband echoing wife’s sentiments on their podcast equals supportive spouse. Husband echoing Shopify promo code read by wife on their podcast equals great ad read. The lesson: Most of the time, you can’t go wrong playing backup, especially when it comes to direct response ads. Repetition is a principle so obvious it’s often overlooked. We’re glad Marcus and Angel Tanksley understand it well and found a way to make the path for this Shopify read memorable. Whether they’re promoting an all-in-one eCommerce platform like Shopify or their own line of products, Marcus and Angel’s podcast Is This Going To Cause An Argument, should be on anyone’s radar looking to bring that dynamic energy that only a husband-wife duo can to an endorsement. Listen Here Contact us for a Consultation  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!

Legendary Philadelphia hardcore rapper Gillie Da King is regarded as the “King of Philly” by fans who adore him and his writing skills. His cousin, Wallo267, after serving a 20-year prison sentence, transformed his life to become a TED speaker, social media influencer, activist, and marketer. Gillie and Wallo co-host the hit podcast Million Dollaz Worth of Game from Barstool Sports, and today they take a seat at the Media Roundtable… “We just regular human beings who understand that human beings make mistakes and everybody’s not perfect.” – Gillie Da King Gillie and Wallo have an ability to be genuine and nonjudgemental, creating a show where guests like Ice Cube, Snoop Dogg, Mike Tyson, Alicia Keys, and Swizz Beatz can open up and speak honestly, producing must-listen episodes. This authenticity also allows Gillie and Wallo to disentangle complex cultural issues like balancing cultural appreciation and appropriation with white audiences, social sensitivity, and forgiveness. Million Dollaz Worth of Game is a gold mine for brands looking for an authentic endorsement. Their ad-reads are unskippable–in Gillie’s words, “it’s not an ad when it’s with us”– case in point, this New Amsterdam Vodka read. If you’re looking for unfiltered, powerfully unique voices who know exactly what it takes to connect with their audience, this is definitely a podcast you should consider sponsoring. Tune in to hear: Gillie and Wallo’s unique take on endorsing advertisers Their top five life-changing guests of all time That time Snoop got vulnerable Wallo’s TED talk on why he forgave his brother’s killer Click below to hear the entire conversation (NSFW). Listen to the Interview The Classifieds ConDRAGulations, You are the Winner of this Podcast Keep those wigs firmly attached to your heads; they’re about to get snatched: Jujubee has launched a brand new podcast with Wondery! The  Rupaul’s Drag Race and two-time RuPaul’s Drag Race All-Stars  finalist has created a dating show based on her Snatch Game of Love appearance as Eartha Kitt. The audio experience will include off-the-wall questions, fun games with interviewees, and help for hopeful singles to find the one….or the one for right now.  Mirrored after the throwback classic The Dating Game, every episode mines relatable and oddly specific moments of awkwardness for our entertainment. The show is classified as a comedy based on its lewd and mature content, but it’s also a great option for clients that work well on health and fitness opportunities and society and culture. Sissy that walk over to the link below for more sickening details. Get The Deal Not Even Kryptonite Could Stop Them Is it a bird? Is it a plane? No, it’s a podcast. Tom Welling and Michael Rosenbaum, the co-stars of the seminal early aughts WB series Smallville, are heading into the recording studio for a full rewatch of all ten seasons. The duo will revisit classic episodes, interview their co-stars, and extoll fun facts and trivia in this weekly series. The Superman prequel starred Welling as a young Clark Kent, battling through his formative years, while Rosenbaum played a reworked young Lex Luthor. This newest venture is an offshoot of Rosenbaum’s popular podcast Inside of You, which is a high performer for our agency and a chart-topper in the TV and Film genre. Brands that have done significantly well on that program also work well on comedy, interview-style podcasts, and society and culture. Gather your own Justice League to review further details below. Get The Deal In Case You Missed It Spending Time with Digital Audio Back when some of us here at Oxford Road were in the radio business, digital audio was an add-on. Advertisers purchased their ads on the “real” radio, and streaming would be added for a nominal fee, often making the line item “added value”. Oh, how the times have changed! In their recent “US Time Spent With Media”, eMarketer shows how once time spent with digital media overtook terrestrial radio in 2020, the gap is widening and is predicted to do so for some time. While Podcast is the primary driver of digital audio growth, Streaming audio channels like Pandor, Spotify, and more are gaining momentum (and commanding a corresponding amount of ad dollars). But while we believe Podcast and Streaming should be a part of every marketer’s bag of tricks, don’t count the old horse out of the race. Radio still accounts for nearly 55% of the total audio time spent (10.5% of all media time among US adults) which is nothing to gloss over. Read More 7.5 Million More Ways to Measure Audio Creative Oxford Road’s friend in the industry, Veritonic, just announced a $7.5m funding round to expand its audio analytics platform. If you haven’t heard of Veritonic, they allow advertisers, agencies, and audio companies to research, test, and measure return on investment for audio ads and audio logos at various campaign stages. This new funding will allow the company to expand its attribution efforts. Combined with Audiolytics™ (Oxford Road’s proprietary creative messaging system) Veritonic can not only identify which creative iterations are resonating with audiences, but measure how the ads perform in brand lift and other metrics so advertisers can continually improve their campaigns the next time around. If you’d like to learn more about how we do it, send us an email. Read More Timeless Wisdom on Advertising in a Recession With a recession looming, many marketers are rethinking their strategy, potentially deciding to cut back on their advertising. It’s usually about this time in the economic cycle that ad agencies and media vendors dig up stories from the past where bold marketers overcame the hardship and came out stronger than ever, which always seems like an easy story to tell when you’re on the agency side of the business. This week Marketing Brew shared a refreshing take on the subject with insights and tactics to use during an economic downturn from leading marketing researchers and analysts. While they all agree that maintaining ad budgets is ultimately the way to go, the tactics must change. Oxford Road Founder and CEO Dan Granger wrote at length on this topic nearly 4 years ago in an article for this newsletter. While he may have been a tad early in his prediction of an economic downturn, the recommendations are as relevant as ever. Read More This Week in Great Podcast Reads The Power of Honeylove “Brooke Miccio loves Honeylove so much.” A statement straight from Gals on the Go host Brooke Miccio herself. The line is simple yet effective, a little rhythmic even, but most importantly, it’s true, and she’s not afraid to prove it. Using something from our Audiolytics™ framework we call Demonstration, she details the specific Honeylove shapewear she purchased, its style, right down to the size she bought—we love it. What makes this ad really special, though? That can be summed up with her explanation about how she uses Honeylove even when she’s not dressing up and wants to feel more confident and secure. That, my friends, is how you get to the heart of an endorsement. As Brook puts it, she just wants to feel a little snatched. Who can’t relate to that? Listen Here Contact us for a Consultation  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!

Yesterday marked the beginning of summer bringing with it BBQs, swim parties, and dad shorts that are objectively far too short to wear outside of the home, but fear not, you have The Influencer. This was a relatively slow week in media news, but we’ve been scuba diving through the dumpsters of the deep web to bring you the finest marketing news. The biggest story in podcast is that the Obamas found a new home. No, we’re not talking about the 7,000-square-foot Martha’s Vinyard compound they purchased a few years back; we’re talking about their Higher Ground podcast network (The Michelle Obama Podcast and Renegades: Born in the USA, and others). Earlier this year it was announced that The Obamas would be leaving their exclusive partnership deal with Spotify. The Obamas say they left the streaming giant to seek wider distribution of their podcasts, while Spotify says they decided to walk away from Higher Ground. Either way, the move is interesting for two reasons. First is that some of Spotify’s multi-million dollar podcast acquisitions they made just a couple of years ago are falling apart. While some Spotify exclusives like The Joe Rogan Experience and Call Her Daddy show no sign of wear, others like Last Podcast on the Left have opted to jump out of the walled garden in an effort to make their podcasts available outside of the Spotify ecosystem. Secondly is where the former president and first lady are taking their network. Rather than going to a giant distributor like iHeart, they’re inking the deal with Amazon’s Audible, which has been quietly building its podcast offerings for the past couple of years. In discussing the new deal, President Obama said in a statement. “I’m looking forward to partnering with them to tell stories that not only entertain but also inspire.” The Influencer predicts that we will see similar podcast shuffling when, like this one, deals from Spotify’s massive podcast binge a couple of years ago come up for renewal. Perhaps we’ll see new players jump into the space in an effort to expand their piece of the pie. One thing is certain–podcasts are hotter than an Arizona summer. The Classifieds My Dinner with Phil Everybody Loves Raymond and Somebody Feed Phil creator Phil Rosenberg, has become an iconic figure in comedy, travel, and food journalism. In his newest venture with Midroll, Rosenberg and his co-host David Wild are continuing their Netflix show’s premise by having meals with figures in the worlds of entertainment and the culinary arts. Whether they’re eating a scrumptious meal with a fellow gourmet or having a sit-down with Michelle Yeoh in Phil’s own home, the conversation flows along easily. It creates an intimate and one-of-a-kind audio experience. This podcast has recently launched and already has a collection of DR advertisers to its name. While the show most likely will skew older, it will also bring in a diverse audience made up of Netflix-watching foodies and comedy interview lovers. Like lunch, there are no free podcast drops, but if you’ve got a bit of that sweet cheddar set aside for new experiments, click below for more details. Get The Deal Victims’ Families Give Listeners An Inside Look In a sea of new true-crime podcast options, Kast has brought us a unique show with a definitive and earnest point of view. Kim Goldman, the sister of murder victim Ron Goldman, of OJ Simpson case infamy, spends each episode looking at notorious crimes and their extensive media coverage. Similar to recent docuseries that have re-examined the narratives of past news stories and news cycles, each of these tragedies will be reframed through a lens of victim advocacy with interviews from those personally affected by both the crimes and their coverage. While the July slated show definitely sits within the true crime genre, this is also heavily recommended for clients who perform well in education and news genres or have audiences who enjoy documentaries and news programs. Contact us at the link below if interested. Get The Deal In Case You Missed It The Obamas Make Their Move We’ve known that the Obamas were leaving Spotify since April, but until this week, we didn’t know where they would land. In case you missed the opening of this week’s newsletter, they’re heading to Audible marking a big play for the Amazon-owned company, which is quietly positioning itself as a more significant player in the podcast industry. Read More An Unfathomable New Podcast Player Speaking of podcast platforms, a new player is entering the space with a unique advantage that could make some waves. Fathom is a first-of-its-kind podcast streaming platform that uses AI to comprehend entire podcasts. What does that mean? Let’s say you want to know how to reverse sear a steak. Fathom users can ask, “how to reverse sear a steak” and the app will scan thousands of hours of podcast content and give you the answer in the form of podcast highlight clips where the hosts and guests discuss reverse searing. Investor Jason Calacanis called Fathom “the future of podcast search.” In addition to being able to answer your most pressing questions, Fathom says the AI-based tool can aid users in discovering new podcasts based on the true content of the show, not just audience look-alikes or similar genres like Apple and Spotify’s recommendations. With Apple and Spotify representing over 60% of podcast consumption (eMarketer), it’s unfathomable that this cool new technology will be able to make much of a dent. Still it may just push the market leaders into improving and expanding their search capabilities. Read More How Inflation is Hitting Main Street Inflation is affecting everything, and eMarketer released a breakdown of which industries will feel the pinch the most. Their chart says consumers are reducing their spending on dining out, clothing, gifts, travel, and entertainment while personal care and streaming services will feel less of an impact. In these times, marketers need to sharpen their pencils and focus on honing their ad campaigns to placements that yield the greatest return on investment. As an agency that was built on performance marketing, we know how to do just that. If you’d like to learn more, reach out by clicking here. Read More This Week in Great Podcast Reads Ryan Bailey Proves Zocdoc Is His Healthcare Go-To One of the ways Oxford Road is committed to making the ads work is getting the best of the best podcast hosts to read our copy. We’re talking about people like Ryan Bailey, of the So Bad It’s Good podcast. You’ve gotta love a guy who can essentially put himself on the hook by stating he’s going to prove why Zocdoc is his new go-to for finding a doctor who takes his insurance by committing to using the app that week. Did he just make things interesting? Sounds like there’s a strong testimonial a-brewin’. Clearly, Ryan’s skills don’t end at talking about the pop culture news everyone loves to hate. This is what we talk about when we talk about commitment. Listen Here Contact us for a Consultation  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!

Happy Wednesday. May this week’s message find you well as you seek out the last-minute gift for dad (we refuse to do the dads and grads thing here). The biggest story in our world comes from our friends at Spotify. Spotify has been on a voracious binge to take up as much of the audio market as possible over the past couple of years, and last week during their INVEST DAY 2022, shared their plan to increase “The Spotify Machine’s” capabilities by developing a unique set of software, services, and products and business models tailored for each vertical they’re conquering. This year’s Invest Day included the typical, financial recaps and the obligatory, “first and foremost, Spotify is a music company” talk, but quickly turned to the innovations and expansion their making in the non-music audio space. The company is proud of their growth in Podcasts, and they should be. According to their Chief Content & Advertising Business Officer, Dawn Ostroff, six of the top 10 podcasts are Spotify exclusives, and since 2018, Spotify has gone from less than 7% of their listeners spending time with podcasts to 30% of users monthly. These massive wins make Spotify a necessary player in a space that, just 2 years ago they were very far down the list. The biggest news to come out of the event (in our opinion) is that they are setting their sites on Audiobooks. After purchasing the platform Findaway last year, Spotify is still working with the US Department of Justice’s antitrust division to get the deal done, but the enthusiasm about the space hasn’t waned. Spotify CEO Daniel Ek said in his speech, “while it’s still early, we expect audiobooks to also have healthy margins, above 40%, and be highly accretive to the business. If Spotify can pull off in Audiobooks what it has in Podcast, this could be a massive addition to their already impressive arsenal, allowing advertisers to reach a completely new audience–book nerds. In addition to these leaps forward, Spotify also revealed their plans to expand the tools that they’ve acquired (Podsights, Charitable, and more) into their business as a whole. A topic that we share later in this newsletter (keep reading). If you’ve been waiting on the sidelines about testing into Spotify because of their high minimums and restrictions, it’s time to reconsider. At Oxford Road, we have made massive strides with the company and we can say that they are extremely valuable partners for advertisers looking to grow their audio footprint. It’s time to get in the game. Keep reading for more news and opportunities! Happy Wednesday and happy Father’s Day to the Dads out there. The Classifieds They Came, They Saw, They Reported the News Tik Tok star and bite-sized news anchor V Spehar has created this podcast to tackle broader topics within trending headlines. Their content is a mix of edu-tainment, news, and long-form interviews with current figures within political circles, grassroots coalitions, and social media. The first episode covered topics such as citizen journalism, the student debt crisis, and censorship. Similar internet-focused education and news podcasts have done exceptionally well for advertisers across our entire agency, especially those targeting female and LGBTQIA+ audiences. Presenting sponsorships on this Lemonada podcast are open for the quarter, so if you’re interested in a surefire budgetary play in a chart-climbing news podcast this is the opp for you. Bad news travels fast, but if you want some good news click below for more details. Get The Deal Host Uses Synergy to Create Success through Sensuality In her new podcast with Backyard Media, sex symbol and social media star Mercedes Terrell is bringing candid and thoughtful self-improvement advice to her legions of male admirers. Serving as a distinct alternative to the misogynistic dating coaches and pick-up artists of the past, Mercedes and her guests have covered recent topics such as confidence, showing clear intent when you’re in the friendzone, and excising toxic behaviors to achieve personal success. While Mercedes is a certified life coach with multiple seminars to her name, her advice feels like it’s coming from an extremely authentic and relatable source. The content is mostly targeted to a male audience but this opportunity is perfect for any client that performs well on self-improvement, health & fitness, and education podcasts. Self-help yourself to success by clicking below for more information. Get The Deal In Case You Missed It Spotify Shares Audio Domination Plan We shared a more robust breakdown of the important details of Spotify’s “Invest Day 2022” above, but for those skimmers out there, here you go… Invest Day is Spotify’s chance to share the progress they’ve made over the years along with details about how they’ll continue to innovate and grow over the short and long term. To sum it up–these guys are now a major player in audio and they’re only going to get bigger. Read More Radio Still Trying to Be Digital We have a soft spot for terrestrial radio at Oxford Road. Many folks on the team actually cut their teeth in the medium, and we believe it still holds a valuable place in a marketer’s tool kit. However, what radio doesn’t do well is stay in its lane. Rather than expanding into new mediums like streaming audio, podcast, and satellite (as iHeart has very effectively done) some radio holdouts are still trying to make the century-old medium more like these emerging technologies. In a recent article, InsiderRadio shares tech company Xperi’s new ability to recommend other radio stations, either in your market or as you drive out of the market based on your listening habits like Netflix or Spotify–all in-dash. The issue is, we have Netflix and Spotify and they work better. The beauty of radio is its simplicity. It’s standard in nearly every vehicle on the road and everyone, even your dad knows how to use it. As kids, when we had to tune an analog dial to find our favorite station, we had no problem finding the content we wanted–Xperi’s toy is useless. This “innovation” will undoubtedly end up in the radio graveyard along with countless other efforts to make radio something it’s not. Read More The Gamers Take Over The latest report from eMarketer is on gamers. According to the report, eMarketer estimates that more than half (54.2%) of the US population will be digital gamers this year! Though video gaming has been around since the 80s, many shifted their focus to gaming during the pandemic. According to The NPD Group, the average time spent gaming jumped 16.5% between 2019 and 2020, from 12.7 to 14.8 hours per week, and in 2021, time spent gaming jumped another 2 hours per week. Mobile gaming is the largest segment by far, accounting for 48.3% of the population, with 9 out of 10 gamers having played video games on their mobile devices. The article goes deeper into the details of this growing segment and the ways companies are monetizing, but it’s behind a paywall. If you’d like to see more, reach out to us by clicking here. For marketers, this is a segment often overlooked. With the growth of gamers overall and the number of gaming podcasts growing every day, you should consider testing this genre in your next podcast expansion. Read More This Week in Great Podcast Reads A Baseball Podcast Success Story Proclaiming yourself an Indeed Success Story means you’ve gotta deliver the goods by demonstrating why. The host of Baseball America’s podcast does just that in his ad read for the renowned hiring platform, and he doesn’t disappoint. Taking us through his experience, providing lots of specificities—specificity is key—we get an in-depth account of what it’s like using a tool that makes hiring loads easier. Baseball America drops weekly to deliver news on the majors and minors, with extra attention paid to pro baseball’s prospects. When it comes to brand endorsements, it goes without saying, these guys have got the talent. Listen Here Contact us for a Consultation  OXFORd In The News James Ingrassia, Marketing Brew Debut Earlier in this week’s edition, we alluded to the technological advances Spotify is implementing in the near future. Well the news hit the good folks at Marketing Brew and they reached out to James Ingrassia, our EVP Client Services, to get his perspective on the news and asked how we, as an agency, plan to leverage the new opportunities ahead. It’s definitely worth the read and if you’re not subscribed to Marketing Brew already, we suggest you do so immediately. And, not just so we can get the swag through referral credits! Read More 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!

We’re in the second week of June if you can believe it, and summer is here, albeit unofficially – the estival solstice is still two weeks away. But as we finish off Q2, our podcast is on hiatus, media news is relatively quiet, and we’re getting more OOO email bouncebacks than the week between Christmas and New Year’s Day., The Influencer is hard at work digging through the trash to share the information you need to know – even if you’re reading this on a beach with your favorite “yacht rock” jams playing somewhere in the background. Our first article comes from Sounds Profitable. In yesterday’s edition,Tom Webster provided a detailed breakdown of the various differences between the 3 major podcast audience rankers; Triton, Podtrac, and Edison. The article states that while many may act like it, Podcast ISN’T a digital platform, but it does offer richer and deeper analytics than are available with radio, TV, or public relations. The article dives deep into the differences between how each of the major rankers calculates their data to understand the truth, only to find there is no one way to definitively measure podcast audiences. Tom wraps his exploration up with a simple yet profound truth, “go with the most conservative audience estimate you have, consult multiple sources, and use your common sense.” We couldn’t agree more. If you’re a data dork like us or simply want to learn more about how measurement is currently conducted in this everchanging, evergrowing space, this is a must-read (but you’re probably on vacation, you can also listen by clicking this link). Continue reading to learn about Quentin Tarantino’s new podcast, the truth about podcast ad-length, and a podcast aircheck that should be framed if you could do such a thing. But don’t spill your hard seltzer on the laptop. You still have work to do. The Classifieds Grindhouse and Gore Makes for a Podcast Galore Former Video Archives’ employees, Pulp Fiction collaborators, and all-around geniuses Quentin Tarantino and Roger Avary, will launch a podcast with Midroll this summer. The VHS lovers will spend every episode ruminating on their shared filmmaking experiences and their love for classic and obscure grindhouse, B-movies, giallos, and much more. Though it’s been 30 some years since the former amateur film experts pitched their wares behind a video rental store’s counter, every episode will have them pulling tapes from their personal collections and rewatching them for our entertainment. This opportunity is heavily recommended for a male skew audience who enjoys underground films, 90’s nostalgia, and long-forgotten trivia and history. Follow the path of the righteous man to the link below for more details. Get The Deal Prankster Makes his Podcast Debut Former prankster and vlogger Roman Atwood is expanding from his Youtube empire to the world of audio. The double Diamond Play button recipient and new father are now co-hosting a podcast with his wife Brittney Smith-Atwood and friend Chris, aiming to brighten people’s days, bring a bit of levity to the subject of parenthood, and open themselves anew to Atwood’s combined 25.5m followers. The show is also available through simulcast on the couple’s newest Youtube channel. The first episode covered topics such as healthy habits, being best friends with your spouse, and the magic of childhood beliefs. Internet-educated comedy fans are the prime demo for this newest Audioboom opportunity, as well as those interested in family content. Is your refrigerator running? If so, better click the link below to catch it. Get The Deal In Case You Missed It A Tale of Three Rankers Sounds Profitable breaks down the data behind the three major podcast ranking companies, only to find that while none of them actually say the same thing, together, they tell a story. We told you all about it above. Read More Podcast Buyers Asking for Shorter Ads? Last week, DIgiday posted an (in our opinion, misleading) article that shares how some podcast networks are offering custom-branded, 2-3 min “mini infomercial” segments in some of their podcasts, most ad buyers are opting for the cheaper, 30-second reads. This is true. The CPMs on these custom integrations are sometimes triple that of a “normal” ad and are rarely worth the extra cost from a performance standpoint. However, the article goes on to quote Jen Soch, from GroupM, who reportedly said host-read ads that are 30 seconds long are still “preferred and the most common.” This is where the article has it wrong. No media buyer worth their salt prefers a 30-sec ad over a 60-sec ad in a podcast campaign unless they are not tracking performance (which may be the case with GroupM). The truth is that longer integrations generally perform better provided they can be purchased at a reasonable CPM. In fact, the only time we would recommend buying a 30-sec spot over a 60-sec spot is if 60-sec spots aren’t offered or if the 30-sec spot is at a ridiculously low CPM. So stay away from the custom integrations; they’re usually not worth it but fight like hell to keep as many 60-sec host-read ads in your campaign as you can. Read More The Rise of The Companion Pods In today’s release, Hot Pod shared an interesting breakdown of the rise and projected continued growth of companion podcasts. These are the podcasts that give an episode-by-episode recap of your favorite TV programs that your podcast feed is littered with, and, based on their assessment, why you’re going to see a lot more of them. First, these podcasts are relatively cheap and easy to produce. Second, the in-depth behind-the-scenes content drives loyalty to the show or network, making them a valuable marketing tool for the networks themselves. So expect to see more home-grown and network-produced official show recaps hitting your podcast feed which is good for marketers. Because what the article doesn’t share, but we will, is that from a performance perspective, these shows work. There’s something about aligning a brand with the good feelings associated with something people are already obsessed with, so much so that they listen to a recap podcast that clicks. When you work with Oxford Road, chances are, you’ll see some of these shows in your plan, and chances are it will work. Read More This Week in Great Podcast Reads The New Game-Changing Console We talk about the importance of host-read ads sounding authentic, but what does that authenticity sound like? Dynamic Banter! with Mike and Steve’s spot for Backbone, that’s what. Here are a couple of guys who built a podcast around riffing on subjects and having a few laughs, a listening experience some of us needed more than we realized. Their freeform style is probably why the read goes on for a whopping six minutes.  Most importantly, they nail Backbone’s messaging, hitting on why this new gaming device that turns your phone into a handheld console is so revolutionary–all while keeping the good times rolling. They probably couldn’t make a read sound scripted if they tried. Listen Here Contact us for a Consultation  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!

June is here! Perhaps because most Americans were focused on topping off the propane tanks in preparation for the official launch of grilling season, it was a slow week in media news. However, the media researchers were still hard at work. The most interesting bit, in our opinion, comes from Edison Research’s Weekly Insights Email (subscribe here). With a reported 4.1 million podcasts globally, it’s daunting for many advertisers to know how to jump in. Edison’s recent report attempts to put everything into perspective. According to Edison, brands can reach a staggering 33% of U.S. podcast listeners by just running on the top 10 podcasts. Expanding your podcast test to the top 25 podcasts will get you close to half of the podcast listening audience. From there, you begin to see diminishing returns. The top 100 podcasts get you 59% of the audience, the top 500 podcasts, 75%, and running on the top 1,000 shows will get you 82% of the audience. However, the problem with Edison’s assessment is twofold. First, sponsorship on nearly every podcast within the top 50 shows is only available through dynamic insertion (DAI). Therefore to truly hit 33% of the US audience by running on just the top 10 shows, you’d need to somehow achieve 100% share of voice on each show which is essentially impossible to do. With the proliferation of DAI, this would be the case as you move down the list of the top 1,000 shows. But let’s assume, as a thought experiment, that achieving 100% share on every show is possible. Is this the right way to approach podcast advertising? We need to consider the goal of the campaign. If your goal is to simply “get your word out” to the podcast audience, this would be a great strategy. If, however, your goals are performance-based, this most definitely is not the route to take. The podcast advertising landscape is littered with the bones of brands that have employed a similar strategy. When we speak to prospective advertisers who have “tried Podcast but couldn’t make it work”, we often see that their initial strategy was targeting top shows. From a performance standpoint, the largest podcasts are rarely the most efficient. So while the top 10 podcasts may drive awareness, “cost-per” and ROAS targets are seldom met. Chasing the audience is not the way, but it can be part of it. A balanced approach of buying larger shows to drive volume and awareness, in addition to podcasts that have a track record of driving performance, will help grow your share of voice while maintaining efficiency. The rest of this week’s edition has one more bit of research that will show you why your customers are leaving you and a very interesting new solution to audience targeting on podcasts. As always, we have a couple of new show opportunities that you should consider for your podcast portfolio and an example of how impactful a podcast read can be when the host does their homework. The Classifieds The Terrible Twos Meet Their Mommy Matches Being the parent of a toddler is the hardest job you could ever have, and most parenting guides don’t address the emotional and mental burdens that go along with it. Deena Margolin (child therapist and new mom) and Kristin Gallant (parent coach and mom of two toddlers) want to cease the shame and guilt attributed to being at your rope’s end and provide the needed slack for mothers in need. Since creating their mommy crash course and gentle parenting Instagram, their fans have fervently followed the duo’s advice on everything from food fights and potty training to emotional regulation and discipline. The June launch of this newest podcast from Audacy is heavily recommended for clients targeting young mothers of toddlers interested in self-improvement and mental health. Everyone and their mother should click below for more info. Get The Deal Submit Your Sins for Our Enjoyable Cringe Some of the best content on the internet comes from anonymous sources, a fact that Youtuber Alyx Weiss knows all too well. She has been on a mission to give a voice to her private audience of 1.8m followers by reading their absurd, unhinged, and rarefied secrets for the entire internet’s enjoyment. On her new podcast with Kast, she will break down longer stories from various sources, commenting and hilariously reacting to the most shocking secrets yet. The show is also differentiated by a monthly advice segment by Weiss’ own therapist. This is a great opportunity for any advertiser aiming for a loyal female audience interested in comedy and internet culture. This is already an open secret; more details in the link below. Get The Deal In Case You Missed It How Many Podcasts Do You Need? Edison Research shared their finding that brands can reach 33% of the US podcast listening population with just the top 10 shows. While the news is interesting, this is not a podcast test strategy – we just told you why. Read More Why Your Customers Are Switching Brands With a wavering economy, achieving true brand loyalty is harder than ever. A report from eMarketer shares why consumers are swapping brands, and arming yourselves with this knowledge could help lower your attrition in the coming months. The report shares that two-thirds of consumers are looking for a better deal, while more than half are looking for better quality. Consider a messaging strategy that underscores your value to the consumer and perhaps even a loyalty discount on their next purchase. Read More Conversational Ad Targeting? Acast just announced the launch of episode-level conversational targeting for podcasts. Using speech-to-text transcription technology combined with AI, Acast can now allow brands to target podcasts where the conversation within a particular episode is aligned with their message. Let’s say you’re a company that provides a solution for snoring. Acast can scan the back catalog of hundreds of thousands of individual podcast episodes to find instances where the conversation on that episode turned to snoring. This innovative technology is not unlike Oxford Road partner, Barometer’s AI tool for brand safety, but rather than highlighting shows with a potential risk for a brand, Acast’s tool highlights an opportunity to align your message within the conversation on a particular episode. More details on Acast’s new toy to follow, but if you’re interested in testing, let’s talk. Read More This Week in Great Podcast Reads Sharp Tongue Delivers a Pointed Read As the adage goes, trust is the foundation of any strong relationship. And that goes for the relationship between podcast hosts and their audience. This is especially true when they’re talking about a supplement for hair loss, in a market saturated with over-the-counter cure-alls and all-natural gimmicks. Who wouldn’t be skeptical? Sharp Tongue’s Jessimae Peluso feels your pain. That’s why she provided next-level substantiation in her endorsement for Nutrafol—the #1 dermatologist-recommended hair growth supplement. The comedian reveals doing her own research on the product in addition to vetting it with her podcast network Cloud10, then further eases any doubts when she mentions seeing Nutrafol in her own dermatologist’s office. It’s clear why a podcast like Sharp Tongue has such a loyal following and continues to prove itself as a favorite among brands. Listen Here Contact us for a Consultation  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!

We’re more than halfway through May, and things are not looking great for the state of the world. Inflation is soaring, the war in Ukraine continues to rage, and yesterday a senseless shooting took twenty-one innocent lives. Amidst this chaos and tragedy, speaking to marketing news and random advertising tidbits can feel trite, but we will do our best to keep our readers informed on the industry, and perhaps find some respite from the world around us. As for Audio… the biggest news of the week is that SXM made a significant play to purchase Conan O’Brien’s Team Coco production company for a reported $150m. This massive purchase seems to harken back to the moves SXM and others were making a year or two ago and may be the last of such plays for a time. But the addition of Conan’s production company into the SXM Media fold will provide advertisers a unique opportunity to integrate sponsorships, not only on the podcasts they produce but on a new SXM Conan channel, live events, and social media. While this acquisition may be amongst the last of this wave, The Influencer anticipates additional moves as things settle and previous acquisitions are upended. In other news, an Oxford Road VP was interviewed on a marketing podcast about how Oxford Road is leveraging the recent interest in Podcast to increase performance for our clients while making sure the medium is safe for brands. Watch Here The Classifieds Middle School Experts Give Adolescents Some Ease Penn Badgley may play a predator on Netflix’s You, but in this newest podcast from Midroll, he’s an absolute peach. Co-hosted by former middle school teachers Nava Kavelin and Sophie Ansari, this recently launched podcast includes cringeworthy tales of our collective middle school years, interviews with Badgley’s celebrity friends, and conversations about mental health and processing emotional trauma. Their first episode featured a stimulating discussion with fellow Gossip Girl alum Leighton Meester, and upcoming drops will include Tati Gabrielle, Rainn Wilson, and Victoria Pedretti. The show is a mix of society and culture and education and is highly recommended for those interested in millennial and Gen Z female skew audiences. Click below for more information on this opportunity. Signing off, XOXO, Classified Writer. Get The Deal Stand-up’s Show Finally Goes Simulcast This isn’t a gag: Pete Holmes’ iconic interviews will now be simulcast for the first time ever, and future episodes will now feature spots in the mid-roll position. Holmes gained recent recognition for creating and starring in the HBO show Crashing, centering on the lives of stand-up comedians in New York City. In the same spirit, Holmes started this podcast to interview fellow funny people such as Mitch Hurwitz, Rhys Darby, and Tim Heidecker. This newest development is great news for advertisers looking for video integrated spots on a celeb-hosted podcast, especially one that is currently doing great for other direct response advertisers. This is recommended for clients that perform well on comedy podcasts catered toward an older male audience. Riffing isn’t discouraged, but you’re safer clicking the link below for more details. Get The Deal In Case You Missed It Hot Coco News In a surprising move that harkens back to the podcast acquisitions of 2020, SXM announced the purchase of Conan O’Brien’s Team Coco podcast network Monday for a reported $150m. In addition to the flagship show, Conan O’Brien Needs a Friend; the deal includes other popular shows on the network, including Why Won’t You Date Me? with Nicole Byer and Literally! With Rob Lowe, plus a new, exclusive Team Coco channel on SiriusXM. The deal also gives SXM Media exclusive rights to sell ads for Team Coco’s digital video, social media, and live events, which will provide advertisers with unprecedented 360-degree sponsorship opportunities on a show that, according to Edison Research, is the 26th largest in the space. Read More Call Girls & Wild Turkey Spotify’s mission to automate the entire audio sphere does come with challenges. This week Podnews.net shared not one, but two scandalous missteps that have had advertisers and users alike scratching their heads. First was a flood of over 500 “podcasts” that were advertisements for call girls that used the streaming companies’ lack of monitoring content to promote the world’s oldest profession. Secondly, a server error placed the Wild Turkey whiskey brand onto several podcasts, including SoberCast, the Unofficial AA podcast, with an “order here” call to action. While these challenges raise trust issues for both podcasters and brands, Spotify’s momentum shows no sign of slowing down, and the performance for the advertisers we’re running on the platform is promising. Brand Safety Tool, anyone? Read More Cookie Monster is Sad The ultimate death of the cookie is fast approaching and like Y2K there is a lot of fear and speculation as to exactly what will happen. A recent article from Media Post attempts to separate fact from fiction and breaks down what marketers can do to prepare. Read More This Week in Great Podcast Reads Busy Loving Her Theragun Busy Phillips wants you to know how she feels about one of her best friends, her Theragun>, in an ad read that’s nothing short of a love letter. If her impromptu jingle doesn’t get you, she goes deeper—almost as deep as the percussive therapy device does when releasing muscle tension—to demonstrate its many uses. Her creative partner Caissie St. Onge helps to make this endorsement sing by relating it to the topic of the show, giving the ad an organic feel. This is just one example of many where the Busy Phillips is Doing Her Best podcast crushes an endorsement. When expressing true love for a brand, these are your gals. Listen Here Contact us for a Consultation  OXFORd In The News James Ingrassia – Marketing Champion Each week, DailyAdBrief.com shares the Marketing Champions podcast, where they interview marketing experts from across the country. Last week, Oxford Road’s EVP, Client Service, James Ingrassia, joined Howard Wolpoff on the show to discuss the state of the podcast industry and what Oxford Road is doing to make the most out of the growing medium for our clients, specifically within the areas of ad buying and brand safety. Read More 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!

It’s the end of the internet, as we know it. It’s not news that social media is virtually unmanageable as its lack of governance reveals deadly consequences, and destabilizes our democracy. But what does it mean when Netflix, the leader in quality production, is losing more subscribers than it adds, introducing a previously unthinkable ad-supported layer, and doing layoffs? What does this portend for competing streamers who are now facing unprecedented scrutiny? One interpretation is that we’ve found the outer limits of how much media we can handle or consume. For decades, the volume of content creation has been growing exponentially through user-generated content, and now we can’t even handle more scripted films and series. Enter Matt Belloni, former top dog at The Hollywood Reporter, current co-founding partner at Puck News, and this week’s guest on the Media Roundtable podcast. He joins us to discuss his recently new podcast The Town, from The Ringer, where he takes you inside Hollywood with exclusive reporting about the business of show business. “Discovery is a big problem in streaming right now. It’s still overwhelming and they need to do a much better job with curation and pushing stuff to the right people.”  -Matt Belloni Marketers concerned with the implications of the latest changes and challenges facing media will find this conversation meaningful. Tune in to hear our discussion around the discovery of the edges of the digital media universe, and much more, Including: Why comedians are being attacked on stage and what that means about how we think about free speech Why everyone needs an ad-supported tier (except Apple) His experience of the Oscars slap as a member of the audience, and his emergency podcast live from inside the Dolby Theater Hot Takes on current media news including Twitter’s new potential owner How to balance the Wild West of the creator economy with the infrastructure that supports good journalism If you want to hear the perspectives of an industry insider and creator, whose job is to talk about industry insiders and creators, you’ll dig this discussion with Matt Belloni. Hop in by clicking below. Listen to the Interview The Classifieds Not Just Rumors, She’s Only Having Fun America’s favorite redhead (sorta) is all grown up and has a new podcast with Studio71. The former child actress has reemerged in recent years as a successful business owner and world traveler and is currently staging an acting comeback in the Netflix holiday movie Christmas in Wonderland. In her podcast debut, Lohan talks with different celebrity guests about topics such as design, television production, music, and self-care. Her first episode, which premiered in April, included an interview with Queer Eye member Bobby Berk, and Lohan proved to be an insightful, whip-smart, and engaged interviewer. This is a great opportunity for those who want to reach a female millennial audience, especially those between 25-34. Keep yourself safe from the burn book by clicking below for more details. Get The Deal Pretty Pennies Get Penny Pinched With economic woes looming and consumers starting to reign in spending, “Personal finance” is a much sexier topic than in the recent past. Podtrac is here to help, as they have recently made the YouTube channel The Financial Diet open for sponsorship. Main host Chelsea, and several other contributors, bring you weekly videos on important and time-sensitive topics such as unnecessary spending habits, debt forgiveness, TikTok consumerism, and many more. The channel is currently sitting close to 1m subscribers and targets millennial and Gen Z young professionals looking to become more budget conscious and career-driven in the current climate. This is highly recommended for those interested in an audience who values financial freedom, entrepreneurship, and side hustles. Don’t diet, indulge, by clicking below for more details. Get The Deal In Case You Missed It New Nielsen Study Shares Good News For Podcast Nielsen’s latest Podcast study reveals even more good news for a medium that is already having a field day. As Podcast comes into its own post COVID, the Nielsen study claims that “podcast advertisements represent a bright option for brands looking to increase their visibility and drive upper-funnel engagement”, and that ”podcast listeners are more likely than the general population to resume some of their pre-pandemic activities”. As perhaps the greatest champions of Podcast as an advertising channel, we couldn’t agree more. To learn more about Nielsen’s study, or to schedule a consultation with one of our Podcast advertising specialists, click here. Read More Transforming The Future of TV Advertising Connected Television (CTV) has unlocked a medium that was once only reserved for only the largest of brands. A recent report from Digiday and MNTN shares what’s happening across the connected TV space and what it means for advertisers moving forward. The research shares how recent advancements in programmatic buying and more sophisticated measurement solutions have made running a successful TV campaign attainable for companies of all sizes, yes even yours. If you’re interested in learning more about how your business could approach testing into CTV, we should talk. Click here to learn more. Read More YouTube Grows Up YouTube has been, for the most part, the wild west when it comes to being a viable channel for many advertisers. However, the video casting company is making an appeal to traditional marketers by adding the things they like to see in a media channel; control and stability. At its annual up-front presentation, known as Brandcast, YouTube announced that it will start employing frequency caps and other controls for its ads in an effort to catch up with traditional video and attract larger advertisers. YouTube is already a formidable force for many brands, but by eliminating some of the major drawbacks typically associated with the channel, it will undoubtedly become a more attractive option for larger, more established brands. It may be time to expand your video portfolio. Read More This Week in Great Podcast Reads Outer Your House, Back to Work Much like a well-crafted story or a great joke, the success of an ad can ride on a strong Setup. Lose ‘em in those first few seconds and you’re dead in the water; it won’t matter how good your offer is. To hear how it’s done right, listen to Back to Work deliver their read for Outer, comfortable, high-quality, stylish outdoor furniture. Even with a statistic as alarming as 93% of your life spent indoors, host Dan Benjamin manages to add dimension to the problem with some Pain Depth by quoting a friend’s tweet. Home feeling like a prison is a sentiment many of us have shared these past couple of years, but he knows how to leverage it for the read, aligning it with the brand’s messaging. It’s no wonder Back to Work is an award-winning show that offers plenty of insight on productivity, communication, work and so much more. Listen Here Contact us for a Consultation  OXFORd In The News Redwine Speaks Sonic Truth Oxford Road’s own VP of Creative Services, Stew Redwine, made an appearance on The Sonic Truth Podcast last week to talk about what he loves most–podcast advertising. Stew speaks with Kristin Charron, VP of Marketing at Veritonic to share his forecast on where the audio industry is headed next, and what trends he has noticed in the creative space that are leading to increased efficacy and recall in audio advertising. If you’ve  never heard Stew speak, buckle up, his energy is infectious, and his knowledge of making the ads work is unmatched. Read More 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!

They say April showers bring May flowers and the many moves that were made over the past month are now starting to take shape. Elon Musk is giving a glimpse into what he’s planning to do with his new Twitter toy, and it’s pissing a lot of people off. Later this year, Twitter may be in the sole hands of the modern-day Henry Ford, and in their recent podcast, the team at eMarketer pontificated about what Elon Musk is going to do with his new toy. The team surmises that while Elon expects to make money with his investment, his primary goal, as a fanboy, is ultimately to make Twitter everything he dreams it could be. Through the process, Musk ultimately wants to use the app to transform the world for the better. The eMarketer team discusses Musk’s plan to charge governments and commercial users a “small fee” and how he may shift away from ads altogether moving towards a subscription model. Even more divisive, Musk’s thoughts on opening the platform to previously blocked users like Trump, and his promise to make Twitter a forum for “free speech” has many unsettled and others vowing to leave the platform altogether. This story will continue to evolve, but if you’re planning on spending for ads on Twitter in 2023, the future is uncertain. In other news, the current privacy and economic climate has major media players like Amazon and Apple rethinking their stance on advertising which brings more opportunities to marketers. On a positive note, the podcast industry continues to soar as revenues increase and the IAB has the receipts to prove it. We also have two great podcast opportunities for your consideration, both about relationships, and both destined to perform for many advertisers. Finally, we have an aircheck from a Navy Seal that will show you why his ability to control his emotions and actions, regardless of circumstance, sets him apart from all other podcasters. The Classifieds Revisiting the Rules of Engagement We all know that celebrity marriages rarely go the distance, but actor Oliver Hudson and his wife Erinn have been together for 20 years and married for 16. Fresh off their co-hosting duties last year on Holler Audio’s Sibling Revelry (the podcast Hudson has with his sister Kate) the pair will continue opening themselves up to listeners, starting May 16th. Previously the couple has successfully covered topics that range from parenting to infidelity, love languages, and creativity. The show is a mix of parental advice, celebrity interviews, and family content so it is recommended for those with a target demographic consisting of parents who are interested in relationship advice. Consciously couple with Oxford Road by clicking the link below for more details. Get The Deal Head Shrinker Helps Expand Sister’s Mind If you like getting a friend’s advice, but you’re always wondering in the back of your mind, “What would a therapist say?” Betches has the podcast for you. Co-hosted by Jordana Abraham (U Up?, Betches Brides) and her sister Dr. Naomi Bernstein, this  opportunity looks at all relationship types, from a therapeutic and clinically proven perspective. In their first episode, which premiered May 3rd, the sisters and co-hosts gave thoughtfully nuanced takes on the subject of friendship and the pain of creating boundaries as we get older. The core demo is similar to Abraham’s other shows, which have done especially well for our clients targeting female millennial trendsetters who prefer relatable and funny female hosts. Sharing is caring, so we have shared more details in the link below Get The Deal In Case You Missed It Tech Biggest Names Rethink Ad Revenue Amazon and Apple are increasing advertising revenue in major ways. Despite the thrash that has come from Apple’s changes to privacy policies which have made a massive impact on direct response advertisers everywhere, the Cupertino Commandos are doubling down on their subscription revenues with paid placements on the app marketplace. Their frenemies up north, Amazon, are closing the gap with more and more digital ads. Spending on Amazon digital ads jumped 35% to $189 billion in 2021, an increase of $50 billion in a single year and the highest percentage increase since 2006. So for marketers looking to fill the void that Facebook’s lack of performance has left, Apple and Amazon can show you the way. But we have a better idea, keep reading. Read More Podcast Revenue Soars This week, the IAB confirmed everything we’ve been talking about for years; Podcasts are exploding. Not only did the channel hit $1B in revenue last year, but it’s also poised to double that in 2022. The IAB suggests that investments in ad tech have made podcast advertising more digitally enabled, expanding its capabilities and value for advertisers. As an agency that has been pro-podcast for years, this comes as no surprise. If you’re not already seeing the success of this channel, you’re behind the eight-ball. To access a copy of the full report, and to see how podcast may work for your business click here. Read More This Week in Great Podcast Reads Energy Tip from a Lone Survivor If an ex-Navy SEAL wants to give you advice on how to keep that heart ticking longer you listen—especially when that Ex-Navy SEAL is Marcus Luttrell, whose special mission inspired the film Lone Survivor. Maybe that’s why his read on the Team Never Quit podcast, for SuperBeets, a tasty plant-based treat that promotes heart health, works so well. Not only does he hit all of the key copy points with conviction, but he doubles down with powerful positioning against energy alternatives like coffee and his vice, candy. For more survival tips and inspirational stories from people who’ve overcome the impossible, tune in to his weekly podcast Team Never Quit. Listen Here Contact us for a Consultation  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!

While the Media Roundtable team is on a much-needed Spring Break, The Influencer shares a cautionary tale about marketing test budgets from industry veteran and Oxford Road friend Chris Nella. Chris comes with two decades of in-house growth marketing for digital native, direct-to-consumer brands. Now, as a fractional marketing officer, Chris provides full-funnel marketing strategies consisting of planning, processes, and revenue accountability for his partners. Any marketer worth their salt is always testing, but if you plan to spend as little as possible, keep reading. Chris shares how to get a read on new media channels without blowing your marketing budget, and shares a real-life experience of what happens when you test a new channel with too little. $5K is not enough budget to test into a new media channel. It might be enough to test a single tactic within an existing channel. Doubtful unless you have an incredibly high conversion rate from a low AOV, a free offering, or a top-of-funnel vanity metric (which is another topic altogether).  For the rest of the brands with revenue-based measures of success, a $5K budget is like using a drop of paint on a wall to determine its dried shade… Read The Article The Classifieds Grieving Father Takes the Law Into His Own Hands From the creators and hosts of The Opportunist and Kast Media comes a story firmly rooted in the tenets of revenge, pain, and grief. Host Allie Conti tells the story of Tim Miller, a search and rescuer from Dickinson, Texas. Though he has been able to save many lives, he has never solved his daughter’s abduction and murder. This first season follows Miller as he narrows down the suspected murderer, and eventually ensnares Conti in a horrifying game of cat and mouse with a possible serial killer. Premiering at the end of May, Vigilante will undoubtedly chart extremely high and also bring in the host’s existing audience. As with most true crime shows this is highly recommended for clients with a large female target demographic. See below for more details related to this heart-thumping opportunity. Get The Deal HODL this Podcast Over all Others For those who want to learn more about the Metaverse, but feel like it’s too filled with testosterone, host Randi Zuckerberg has you covered. The host of Randi Zuckerberg Means Business is launching her newest venture with Midroll in the hopes of creating a safe and open environment to talk about topics most see as complicated or intimidating. Framed through a lens of inclusion and lively fun, Zuckerberg will interview industry leaders such as Chris Cantino,  Brit Morin, and Jaime Schmidt to engage on topics related to women and non-binary people’s onboarding into the world of Web3, crypto, and NFTs. The show is highly recommended for anyone interested in entrepreneurship, business, female leadership, finance, or cryptocurrency. Hop on the blockchain and let’s aim for all-time low pricing by clicking below. Get The Deal In Case You Missed It Charitable Ditches Pixel Attribution PodNews shared an official email from Chartable today that maps out the future of the company. After Spotify purchased the company along with Podsights back in February, many were curious about what this meant for the podcast analytics & attribution company. Now it’s clear that the company will ditch its attribution offerings for advertisers but will continue to focus on tools and insights. For all publishers. What exactly Spotify is planning for Podsights still remains to be seen, but we will continue to monitor the story as it unfolds. Read More What’s Old Is New With the imminent death of the cookie, and tighter privacy guidelines coming, many marketers are turning their focus towards TV, radio and print. According to the 28th Edition of The CMO Survey, marketers are predicting an increase of 1.4% to 2.9% in traditional media, and DTC brands are leading the charge. Companies that earn 100% of sales through the Internet are predicting an 11.7% increase in traditional ad spending over the next 12 months. While this article doesn’t call out streaming audio or podcast, these channels are also faring very well in the shift away from digital ad spend. If you’re interested in learning more about the old/new marketing tactics that are shaping the future, May The Fourth Be With You (we had to get one in there). Read More Premium Streaming Services Change Their Tune on Ads “Pay for our premium streaming service”, they say. “No more annoying ads”, they say. But all of that’s about to change. We’ve shared the news of Netflix, HBO, Disney+, and more rethinking their stance on ad-supported subscription tiers, now we’re seeing other OTT services explore creative ways to get more advertising into their content. After launching Peacock with a pledge to minimize commercial interruption, NBCUniversal is exploring a new ad format that will surround a show with a “frame” sponsored by an advertiser, a loophole that allows Peacock to generate ad revenue while keeping its promise of minimal interruption. While the general public may be annoyed by the addition of commercials on their sacred streaming services, marketers rejoice. Tapping into the previously untappable opens a world of possibilities and millions of impressions to be had. Read More This Week in Great Podcast Reads Rapaport Gets Savage on Savings Michael Rapaport is certainly not shy when it comes to voicing his frustrations on the myriad topics he’s passionate about, be they sports, music, movies, and life’s many idiosyncrasies. It should be no surprise then why we teed him up with this read for Truebill, the app that helps users identify and stop paying for unwanted subscriptions, on the I AM RAPAPORT: STEREO PODCAST and let him do his thing. Quantifying how much he and his wife saved, throwing in another user testimonial, and finishing strong with his personal stamp of approval, “I don’t promote it if I don’t use it,” he makes this read his own.  Subscription services beware. Boy, are we glad he’s on our side for this one. Listen Here Contact us for a Consultation  OXFORd In The News Oxford Road Adds Three Key Team Members The Oxford Road team is growing and word is getting out. Last month, we welcomed  Chief Operations and Financial Officer Mark Piazza, Executive Vice President Neal Lucey, and Vice President Head of Data Operations Christy Daniels. These new executive partners are already proving to be an integral part of continuing our mission and positioning us for even greater success in the future. Read More 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!

In a world where, according to Edelman’s Trust Barometer, corporations are more trusted than the government and media, what do you do with that trust? At SXSW, we assembled a powerhouse panel to answer that question. “Brands have been trying hard to be influential and now… you’ve got the influence. The responsibility is now on a brand to take a stand.” -Jory Des Jardins This week, Oxford Road’s Founder and CEO, Dan Granger joins media veterans, Jory Des Jardins (CMO, Countable) and Natasha Simko Morgan, Ph.D. (Head of Enterprise Marketing, Indeed) to discuss the increasing challenge of aligning brand values with media spend. Tune in to hear: How to actually measure brand purpose What you need to give up to  align with your brand values Apple’s calculated security move Brand-advertising alignment can be a frantic mess, or it can be a thoughtful step in your brand evolution. Click below to understand the difference. Listen to the Interview The Classifieds Kiwi Finds Friendship With Bald Eagles Armchair Expert Umbrella’s newest podcast will inspect the idiosyncrasies and cultural benchmarks of the United States from an immigrant point of view. Kiwi journalist David Farrier and co-host Monica Padman will spend each episode looking at a specific topic related to American culture to dissect its origins, influence, and the emotional components of its staying power. While the show is comedic it promises to be insightful, educational, and deeply human and is repped by our friends at Public Media Marketing to launch this May. Similar shows with the same content have done well for clients in the B2B space, especially those with a more male-skewing audience, though Padman’s other two podcasts have also been extremely scalable for female skew as well. For more information just hop on down to the link below, no flight required. Get The Deal Kristin Cavallari is All About The Dramaaaa Every kid, growing up, has a vision of what they want high school to be. For many MTV viewers in the early 2000s Laguna Beach was the clearest example of what cool, privileged, connected high schoolers were like. Dear Media is producing a new podcast to be launched this July  hosted by former high school sweethearts and Laguna co-stars Kristin Cavallari and Stephen Colletti. Looking back with a mature and distanced perspective, Cavallari and Colletti will deep dive into the show’s impact and love triangles, behind-the-scenes melodrama, and never before heard gossip. This opportunity is highly recommended for those interested in reality television, millennial female demographics, or personality-driven narratives. Shake off the sand from your beach towel and surf down to the link below for more information. Get The Deal In Case You Missed It It’s The Tesla of Social Media Platforms The biggest news in the marketing world is Elon Musk inking the deal to buy Twitter for $44bn. While the real-life Tony Stark says he would focus on “new features, making the algorithms open source to increase trust, defeating the spam bots and authenticating all humans,” many speculate (based on very public comments he’s made in the past) that Musk aims to loosen Twitter’s content moderation policies and deregulate speech on the platform. Ironically, reactions to the news are as polarized as Twitter feeds themselves. Many are concerned that Musk’s moves will re-open the platform to hate speech and fake news, while others see it as a win for free speech. Either way, it poses unique potential challenges for advertisers regarding brand safety and the future viability of Twitter as an advertising platform in the future; to which Musk says he may eliminate all together. Is this a win for free speech or a slippery slope? We’d love to hear your thoughts. Read More eMarketer Invites You to Peruse the Proliferation of Podcast It took Podcast 17 years from its inception to hit the $1b revenue mark in 2021. But according to eMarketer’s US Podcast Advertising Report that came out this week, spend on the platform will double in less than two  years, accounting for nearly one-third of digital audio services ad spend. The eMarketer report goes on to share more key stats on the state of our favorite medium like how much money advertisers spend on podcasts now and in the future, which networks will receive the most podcast ad revenue, the staggering growth in how much time people spend listening to podcasts, and much more. The full report is behind a paywall but The Influencer has you covered. Schedule some time to review our takeaways on the full report by emailing us. Read More As Long as You Spell My Name Right… If you don’t have something nice to say about a podcast, you may just give them 2 Million new listeners. On the Friday episode of The Joe Rogan Experience, the podcast pioneer says that despite highly publicized misinformation controversy earlier this year, his show gained 2m new followers. While Spotify doesn’t publicly share data on the JRE, a source told the Hollywood Reporter that there was no such spike, but that the show has shown consistent growth since the podcaster joined Spotify in 2020. Either way, with all the negative press, it’s clear that the negative controversy did not hurt, and may have helped build the show’s audience even further. Read More This Week in Great Podcast Reads Sustainability From the Inside Out Many podcasters preach the benefits of self-empowerment and personal growth. The hosts of High Vibin’ It are not only proponents of these virtues, but practitioners, right down to the brands they sponsor. Spreading the positive vibes on the inside might mean helping the world outside, by making it a more sustainable place with brands like Grove. Host Kelsey Aida speaks on this with fervor in a recent ad read, praising several of her favorite Grove products, and advocating their mission of eliminating single-use plastics. If you’re looking for a podcast that endorses holistic solutions with powerful messaging look no further. Listen Here Contact us for a Consultation  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!

This week we’re serving up a panel discussion with some of the leading minds of the industry, from last month’s SXSW for you to feast upon. Oxford Road’s Jennifer Laine sits down with industry experts Bryan Barletta founder of Sounds Profitable, iHeart Radio’s Chief Creative Officer, and self-proclaimed recovering Creative, Rahul Sabnis, and Ph.D., Engineer, and Polarization Expert, Kevin Kells to discuss the state of Podcast and what’s next in the medium. “14 years in ad tech and all I’ve watched is people kick things down the road. There’s not a lot of money in transparency” -Bryan Bartletta Together these deep thinkers and far-seers examine podcast industry trends from every angle and look into the future of the industry they’re collectively shaping. Tune in to hear: How brands are managing values and customer trust while advertising in podcasts How Podcasts Influence real-world behavior The good bad and ugly about Ad Tech in Podcast How voice is the key to trust in the Metaverse How Brands can use context to set tolerance levels in media planning You’re not going to want to miss this week’s episode. Click below to hear the entire conversation. Listen to the Interview The Classifieds These Stories are Bearley Believable Our partners at QCode have recently accrued the next big comedic educational podcast hit and it concerns tales of human suffering at the behest of our many four-legged friends. Wildlife biologist and animal behavior expert Wes Larson, his brother Jeff, and their friend Mike, spend each episode deciphering recent animal attacks (from bears and gorillas all the way through camels and squirrels) to figure out what humans can do to be more vigilant, learned, and experienced in similar situations. Though extremely specific in its choice of topic the show covers a broad range of genres, from education to science to comedy. Similar shows with this type of content have been heavily rebooked for several of our clients. The show is still small but will have a substantial marketing push, so Q2 may allow for low pricing as it climbs the charts. Invest in some bear spray, make yourself look big, and stay safe by clicking below for details. Get The Deal XXY Examines the ABCs of True Crime Though women have historically been the target listeners of true crime they are oftentimes only portrayed as the victims in those same stories. True Crime Obsessed co-host Gillian Pensavalle wants to shine a bright light on that fact in her new podcast from the folks over at Audioboom. On Pensavalle’s newest show she will interview actual detectives, witnesses, and central figures in some of the least covered criminal cases, with the distinction that they’re all women. The first season launches on 4/28 and will look at ten women and their roles in catching criminals and finding their own versions of justice. TCO is one of the highest performance drivers of the agency and is in great demand throughout this year, and this newest series will surely also have the same heavily skewed female millennial audience. If you want to test this game-changing opportunity I’ll give you a clue: click below for more details. Get The Deal In Case You Missed It Podcast and Radio Listeners NEED Their Content iHeartMedia and PMX, the investment arm of Publicis Media,  recently shared the results of their, “Exploring The Brand Benefits of Trust and Companionship in Audio” study which focused on how audio influencers are perceived by the listeners of their content. The results conclude what we’ve known all along; radio hosts are deemed authentic, and podcast hosts are perceived as highly honest and trustworthy. The study goes on to dig into specific data on the above: 55% of participants said they listen to commercials more often on radio and in podcasts 53% found radio and podcast advertisements to be more relevant 51% said they are more trusting of radio and podcast advertisers Podcast listeners are 158% more likely than listeners of other audio platforms to say they listen “to immerse myself;” 67% of podcast listeners and 74 percent of heavy podcast listeners say that podcasts “motivate and inspire me;” 71% of podcast listeners and 79% of heavy podcast listeners say that podcasts “educate/teach me something new” CMO of iHeartMedia, Gayle Troberman refers to this relationship between audio hosts and their listeners as the “Trust Halo”. If you’d like to learn more about how you can firmly wrap this halo around your brand, let’s chat. Read More Crossing Streams Netflix and Disney+ have long declared that they would never bring ads to their precious platforms. But in light of the current economy and  Netflix’s first subscriber decline in a decade, the premium streaming giants are (finally) taking another look at Madison Avenue. Now claiming that while he’s not a fan of the complexity involved in adding advertising to the platform, Netflix’s co-chief executive, Reed Hastings now says the company is looking into a lower-priced tier supported by ads “over the next year or two.” Last month, a spokesperson for “The Mouse’s” streaming service announced that it would introduce a lower-price advertising tier to Disney+, explaining that it would be a “building block in the company’s path to achieving” its subscription targets. This opens up a huge potential for advertisers looking to tap into Netflix and Disney’s collective subscribers of over 350m worldwide. If you haven’t blasted off into OTT advertising yet, the universe is about to get a lot bigger really soon. Read More Facebook’s Fickle Relationship With Podcasts Last June, Facebook made headlines with their announcement of Live Audio Rooms and podcasts integration in an effort to bring social audio experiences to the platform, but now it seems like the social media giant has drastically shifted focus. Despite growing interest in the Podcast space from YouTube, Spotify, and a million other companies (give or take), Meta is quietly turning its attention away from podcasts altogether and shifting focus towards the metaverse, e-commerce, and short-video projects. For podcast advertisers,  this means nothing because Facebook really hasn’t done anything meaningful with the space, it’s just another reason to not like them. Read More This Week in Great Podcast Reads A Film Buff’s Favorite Brush Chances are you don’t celebrate your oral hygiene at length. Unless… you’re Jeff Cannata, one of the hosts of The Filmcast (AKA The Slashfilmcast), and you use an electric toothbrush like quip. The actor and longtime film and TV enthusiast kicks off his ad read for quip with a dynamic testimonial that reveals just why he’s used quip every single day for years. It’s hard to argue with Substantiation like this. Jeff has hosted The Filmcast, alongside David Chen and Devindra Hardawar, for years so you’re in good hands when it comes to taste be it TV or toothpaste. Listen Here Contact us for a Consultation  OXFORd In The News Winning In Your Category with Dan Granger and Tony Durso We shared the whole interview a couple of weeks back but the final video version of Dan Granger’s appearance on the popular Tony DUrso show dropped this week. Tune in to watch the Oxford Road Story and how we’ve helped hundreds of DTC companies scale their efforts in audio using Podcast, Radio, Streaming, Connected Voice and more. Read More 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!

If you look back at the history of our newsletter, you’ll oftentimes find articles and insights sourced from Morning Brew. Morning Brew is many things we want The Influencer to be; a witty, to-the-point, take on media trends. Since you’re a subscriber to The Influencer, you owe it to yourself to subscribe to Morning Brew, the self-proclaimed “world’s wittiest business insights newsletter” and its sister newsletter, Marketing Brew. It’s with “stan” admiration that we’re elated to have Morning Brew’s Jason Schulweis as a guest on the Media Roundtable. “There is such an opportunity to inform, educate, and empower the business leaders of today and tomorrow with this kind of business news and information.” –Jason Schulweis Morning Brew’s revenue was $3MM in 2018 and is tracking to north of $80MM this year. How? By zealously guarding their audience’s time. Morning Brew is helpful quickly. That means an engaged audience that stays interested even through the ads, which Morning Brew writes in their witty, trusted voice. Looking to place your ads? Don’t settle for throwaway billboard space. Pick a partner who’ll find the overlap in your voice and values and theirs. That’s the secret to the success of Morning Brew. Tune in to hear: Why the world needed another newsletter What happens when branded content isn’t bullsh*t The infinite things that you can do with one piece of content With a TAM of everyone with an email address, newsletters are huge. Click below for some fresh insight on this sleeping giant of a marketing channel. Listen to the Interview The Classifieds Amityville Origins Investigated in Podcast Debut This newest true-crime limited series podcast has covered one of the most infamous mass murders in American history. From Turner and produced by HLN, the first season follows the Defeo murder investigation from the initial discovery through the notorious trial and ongoing infamy. The Defeo murders were later labeled the Amityville House murders and immediately created nationwide critisisim. The hysteria related to the murderer’s supposed paranormal demonic possession created extended paranoia in the American zeitgeist between religious zealots, criminologists, and community members. The murders became the basis for later paranormal investigations and the 1979 film “The Amityville Horror.” Interest has recently spiked with The Conjuring universe franchise films; evident from the Apple podcast charts, where the show has been sitting at number one for several weeks. Unlike the film, this deal is not built on an ancient burial ground, so see details below. Get The Deal The Gang Gets a Podcast Grab your kitten mittens, offer an egg in these trying times, and cultivate some mass: the Always Sunny boys have a podcast. The long-running comedy now has three of its main stars (Charlie Day, Glenn Howerton, and Rob McElhenney) recapping episodes every week, while providing behind-the-scenes info, never before heard trivia, and their own brand of mean spirited/ entertaining banter. There haven’t been many insights into the show in the past, but lovers of the Golden God can now revel in every detail related by the creators, writers, and stars. While the podcast started publishing last November it has only recently become available for sponsorship through Public Media Marketing. To test the TV rewatch simulcast you need to purchase 4x spots, but because there is limited inventory, it’s definitely worth immediate investment. If you want more details you just need to money me now. Get The Deal In Case You Missed It Repurposing Radio Ads on Podcast? Bollocks! We shared last week that Podcasts are increasingly becoming radio. So it would seem that you could use your old radio ads on the emerging medium. Not true! This week, our friends at Morning Brew shared what happens when advertisers treat their podcast ads like radio; bottom line, it’s bad. According to their research, “Technically speaking, brands could save some time and money by repurposing ads they run on radio programs as podcast ads. But they might not see the same ROI that they could if they tailor-made ads for podcasts.” If you find yourself looking to expand into the wild wonderful world of Podcast for the first time, let us help; don’t rely on what seems to be the easiest path. Read More Giles Will Keep Talking About This Until He Dies If you don’t know Giles Martin, you should. Not only does he share the name of the son of the greatest music producer in history, but he’s also Oxford Road’s EVP of Strategy and Insights, and the only Oxford Road team member who went to Oxford University. So when Mr. Martin (not a sir, he hasn’t been knighted… yet) shares an article and states that he will “keep talking about this until he dies”, we listen. Giles’ somewhat morbid recount of a recent article from Forbes reiterates something he’s said forever; “the data you’re paying for is bullshit, and that’s before you consider bots.” For those without an Oxford education, please let The Influencer help decipher. The data you’re paying for is bullshit. But let’s take what we can from the codswallop and try to find some truth. Reach out to learn more. Read More Can Cun? Yuk it Can! This story was shared by Oxford Road President,  Steven Abraham, and while it’s all about data, it’s not the data story that usually hits these pages. This recent article showcases what happens when data meets bravery. Yucatan Magazine recounts the fascinating story of how Mexico built Cancun using computer models and availed itself of all the best brains and technical know-how to transform a nine-mile strip of the jungle into a modern oasis. It’s a story of data and human ingenuity that now generates one-third of Mexico’s tourism revenue. So aside from your normal KPIs and working to drive the best possible ROAS from your marketing campaign, think about creating something as great as sipping a margarita in a former no-man’s-land while the gentle Gulf of Mexico waves hit your feet. Sure, you’re not creating an oasis, but what if you were? Be inspired. Read More This Week in Great Podcast Reads Girls Gotta Clean Who better to broach the ticklish topic of rear-end cleanliness than a couple of ladies who know their way around delicate subjects like relationships, sex, and intimacy. Ashley Hesseltine and Rayna Greenberg of Girls Gotta Eat won’t give you any BS when it comes to tackling your private life, but they will tell you how to clean the S with a Tushy bidet. Just listen to this recent ad read where they dish on their friend Bobby’s experience becoming an instant Tushy fan and possibly showing up late somewhere because of it, “If you’re doing butt stuff, you gotta be on this hello tushy game.” This is the kind of substantiation that will make anyone reinvent their whole restroom game. Listen Here Contact us for a Consultation  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!

Retired San Francisco Ad Man Joey Dumont knows the power of engaging with uncomfortable truths when it comes to working with brands. While a former Questus managing director, Dumont wrote his memoir “Joey Somebody: The Life and Times of a Recovering Douchebag” so his sons would have a record of the messiness of their father’s previous transgressions as an executive in Media. “There are some really cool things that take place in your being when you’re humble and honest and authentic about who you are… and I was being a douche-bag at that moment.” -Joey Dumont Now a fully recovered douchebag, Dumont’s new journalistic platform, True Thirty lives in that same messy middle, exploring today’s most thorny issues through the lens of slow journalism with a politically-diverse team. “Slow journalism is as simple as it sounds: it means taking the time to decide what we want to cover, why, when and how. We won’t spit things out quickly or irresponsibly. We’re not worried about our voice being heard constantly or loudly.“ One takeaway from Dumont is that authentic brands need to examine their ugly truth before someone else weaponizes it against them. If your brand is trying to build trust, his recommendation is to own your whole product and media supply chains, good, bad and ugly to see where you’re falling short. Then fix it if possible, and come clean either way and move forward. This level of transparency is what makes his new media startup, True Thirty, a model for the future of journalism. “At True Thirty, the stories we present are about news – true news through the lens of slow journalism – not winning a fight. We are about learning and polite discourse. Leave enragement news to others.” Tune in to hear: How calling himself out as a douchebag saved Dumont from getting beat up Why he is okay with offending 30% of the population. Lessons on truth from Shaq and Patagonia Why Slow Journalism is the answer to many of our current woes and how TrueThirty is solving the problem How to admire people with whom you disagree Despite the self-deprecating approach, Joey has a serious mission that would benefit the state of journalism today, and therefore, the direction of our country. Click below to hear about the living model he’s creating for a better future in media. Listen to the Interview The Classifieds Female Focused Podcast Network Diversifies Roster with Rod The content surrounding work from home corporate culture has become massively popular on Tik Tok, ever since the day we all grabbed a couple of items off our desks and headed home for two weeks in March 2020. Tik Tok star and new podcast host, Rod, knows the struggle all too well, as he has spent much of the pandemic creating relatable and comedic content for his 1.4m Millennial and Gen Z followers. Dear Media’s newest podcast touches on these topics as well as early 2000s culture, nostalgia, and trends, while also focusing on mental health and burnout. As the title suggests the show is projected to boast a mostly millennial audience, many of whom are literate in social media. The show sits firmly within the comedy genre and is a diverse option for those interested in an LGBTQIA+ audience. Stop scrolling your for you page and click below for more details. Get The Deal Advertisecast Offers Influencer Readers Deep Discount on April Inventory Representing over 2,500 in total, our friends over at Advertisecast podcast network are offering a round of last-minute deals for our clients interested in remnant opportunities in April. Here are some important callouts to pique interest in these great shows: Sleep Meditation for Women is available for 40% off and would be an optimal fit for those that prioritize sleep podcasts, female skew audiences, and deep discounts. Joe Rogan Experience Review podcast is a solid option for those who want to reach Rogan’s large and loyal audience without spending a considerable budget to test. Golf Talk America sits firmly in the often coveted golfing genre and has open availability through the first two weeks of April. Finally, Dave Lukas, The Misfit Entrepreneur is up for grabs and is one of the most established podcasts related to entrepreneurship and self-starters with limited avails at 30% off. For a rundown of even more great shows for consideration please click the link below. Get The Deal In Case You Missed It Podcast Evolutions The Podcast Evolution event took place at the end of last month in LA and because we were busy messing with our readers with a ridiculous April Fool’s prank, we didn’t cover everything that happened. Luckily, the folks at Podcast Movement have curated a list of highlights and recaps from across the podcast landscape. Podcast Business Journal’s Matty Staudt covered both the sessions and conversations  with fellow attendees in the hallways. Jennifer Tribe, Head of Marketing at Supercast, covered six useful takeaways from the week’s sessions and offstage conversations. Finally, Ami Thakkar of Tuckered Out with Ami Thakkar shared her thoughts on the event’s core idea of gathering podcasters to learn and connect in a meaningful way. If you didn’t make it to this year’s event, this is a great way to get caught up. Watch Here Podcast is Actually Radio Now We foretold it years ago and the lines between what is a “podcast” and what is “radio” are becoming increasingly blurred. Bringing radio programs to podcast is nothing new, but the trend toward radio stations airing podcasts as part of their content is next. iHeart has been testing this for a couple of years now, but NPR (who has been repurposing radio content like This American Life as podcasts since the medium was invented) is the next in line. Beginning this week, you can now tune in to hear the popular Today Explained podcast on NPR stations across the country. From a business standpoint, the trend is a win-win-win. Radio stations can take popular content that’s already available as a podcast and repurpose it for terrestrial broadcast. For podcasters, it expands their reach to potential new audiences. For advertisers, it brings new opportunities to leverage proven content onto new platforms. Read More “Skip Intro” Turns 5 Netflix’s “Skip Intro Button” officially turned five last month and the streaming behemoth celebrated the anniversary by sharing the origins of what seems to be the most useful feature they’ve ever created. Netflix says the skip the intro feature is used 136 million times each day, saving users 195 collective years of time over the past half-decade! While this tidbit of media knowledge is interesting, what can marketers learn from the Netflix innovation? Tom Petty (or perhaps Roxette, or BonJovi, or Dave Grohl) said it best, “Don’t Bore Us, Get to the Chorus”. When crafting your messaging, don’t waste time on a long preamble, get to the point early and repeat.. If you need help in crafting your brand’s message, we should chat. Click the connect link at the bottom of this email to schedule a call. Read More This Week in Great Podcast Reads A Meidas Touch with a Green Thumb The MeidasTouch podcast is taking ad customization to a whole new level with their recent spot for Fast Growing Trees, the world’s largest online nursery for plants and trees. While many podcast hosts find success with personalizing a read with the addition of a few talking points, the brothers from MeidasTouch take it one step further. They hint at a little friendly competition to prompt further engagement from their listeners and create lasting impressions beyond just the single ad placement. These are just the types of partners we love to work with. Give them a Fast Growing Tree and they’ll plant you a forest-worth of Fast Growing Trees customers. Listen Here Contact us for a Consultation  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!

The Classifieds A Podcast for Gereheads The brand new show from Stitcher, An Officer and A Gentleman has everyone’s favorite naval aviator, Richard Gere as he navigates the treacherous waters of love, life, and motorcycle riding. This show will be dynamically inserted only. Get The Deal Red Table Talk Podcast with a Twist Will & Jada Pinkett Smith launch this new audio version of their already-in-market show with iHeart Media and Facebook. The new show is a cross between Last Comic Standing and WWE SmackDown. On Red Table Talk With a Twist, up-and-coming comics make improvisational jokes about Jada and she decides if Will needs to bitch-slap them, which will be commanded by, “the look”. Get The Deal In Case You Missed It Ira Glass Storms Off Set of The Media Roundtable Podcast On the most recent intended episode of the Media Roundtable, a very perturbed Ira Glass lost his cool. Upon realizing our set table was actually a square, and not round as advertised, Ira flipped over the set ranting, “Ye hath made this audio house a den of thieves!” and then marched out the room. Seconds later, the veteran Podcaster returned with his tie wrapped around his forehead and delivered a flying crane kick to the center of the object, splitting the Media Roundtable in two. Read More Ben Shapiro Destroys All Podcast Players Apple, Spotify, and all known platforms carrying podcasts removed all advanced speed settings for any portion of the Ben Shapiro Show beyond real-time. All slowing speed settings will remain intact for users, for obvious reasons. Apple engineer Herb Schmertz shared the following confession with The Influencer Staff, “We killed the setting for Apple and then all the rest of the market just followed suit. We had no choice. Every time someone would try to make that kid talk faster, the whole system just up and quit! We had power outages for 60 miles.” Sources reveal that top engineering talent investigated the matter, issuing a report which concluded that even one instance of a user playing Ben Shapiro’s voice in any context beyond 1:1 speed setting levels, “could suddenly and permanently destroy the entirety of the internet and many web3 applications.” Read More Theranos Founder Elizabeth Holmes Launches Podcast Attribution Startup TheraPod, the new podcast attribution company founded by Theranos founder Elizabeth Holmes is set to take flight in early Q3. Holmes has been in seclusion throughout the pandemic, busy at work, devising a proprietary algorithm so that all paid advertising can show crystal clear impression and performance data across tens of thousands of shows. It also has a “Turbo” button that allows advertisers to acquire new customers without running any ads at all. Upon hearing the news, Spotify purchased TheraPod for $100M. Read More Headline: Deezer Overtakes Spotify According to Edison Research’s most recent Share of Ear report, music streaming service Deezer overtook Spotify in the weeks after picking up exclusive rights to Neil Young, Joni Mitchell, Stewart Lee, and Nils Lofgren. In a show of solidarity, citizens around the globe banded together in a sustained protest against misinformation claims around the Joe Rogan podcast and rekindled their love of tunes from this band of citizen activists. Upon hearing the news, Spotify immediately purchased Deezer for $100M. Read More Apple Unveils New Corded Earbuds  After multiple fiscal quarters of lagging iPod sales, Apple CEO Tim Cook unveiled his latest game-changer, the CordPod. At a recent launch event, Cook took the stage and unfurled his sustained innovation prowess and an Obi Wan-esque hand wave, “These corded headphones are cool. You will all purchase them now.” Base model sets are available at a starting price of $650, and include a new feature, “iPricing”, where Apple charges listeners per usage hour, with rates determined by the amount of smoke billowing above the corporation’s Cupertino headquarters. Read More Spotify Buys Kim Kardashian The Landmark $10B deal was brokered by the American Socialite’s Mother, Kris Jenner, with streaming giant Spotify to own Kardashian with worldwide distribution and licensing rights, in perpetuity. As an added value, Pete Davidson was included in the deal for $1, well below rate card. Not to be outdone, Kanye sold himself to audio conglomerate, SXM for $10B and two dollars. Spotify CEO Daniel Ek released the following statement, “We couldn’t be more thrilled to add this cultural icon to our roster, and proud to stay in line with our vision. We believe in a future where technology platforms increasingly own humans, which can then be tokenized and traded on the lucrative NFT market. We expect to close many similar deals in the coming weeks and months. The Influencer will keep you apprised. Read more 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!  

Lisa Carmen Wang knows about resilience. A four-time US National Champion in gymnastics, she failed to qualify for the 2008 Olympics by .25 tenths of a point then swept the gold medals at her final National Championship, all while she was still a teenager. Despite achieving personal and professional success, the never-ending pursuit of success left her feeling hollow. It wasn’t until she stepped into her full power that she realized… “A woman steps into her full power NOT when she is finally given permission to do so, but when she realizes she never needed it in the first place.”  -Lisa Carmen Wang Wang is now a serial entrepreneur, podcaster, angel & crypto investor, and the founder of the Bad Bitch Empire, which helps women unapologetically build self-worth and wealth by leveraging the power of Web3. Her new podcast of the same name is out now and demands a listen. Tune in to hear: Wang’s heroine’s journey exercise that can help you through any failure What metacognition is and why you can turn it into your superpower How men and women respond differently to being told they’re not worthy Click below to listen and get inspired. Listen to the interview The Classifieds Headline: Youtubers Pitch Their Tent in the Audio Space Picture it: You get your friends together, plop down on your couch with some snacks, and announce to them all, “You’re going to love this, it’s absolutely terrible.” YouTube video essayists Amanda the Jedi, KennieJD, and Mista GG are well aware of this particular thrill, as their videos often showcase them ripping apart some of the most deplorable, lazy, and offensive camp films of recent infamy. Between the three creators’ channels, they have covered everything from Twilight and Passionflix to weird scams and TikTok trends. Combined they boast 3 million loyal followers who stay subscribed for their detailed breakdowns, informed opinions, and off-kilter observations. This is a video podcast that also simulcasts audio, and is a great option for those trying to reach an internet-informed millennial audience who loves movies. Get s’more details below by clicking the link. Get The Deal Family Tree’s Twisted Roots Revealed At the intersection of medical science and news reporting, Sony’s newest limited series tells the complicated and tangled story of one woman’s quest to muddle through the fertility industry and understand her biological origins. Host T.J. Raphael tells her good friend Amber’s story in real-time, as she goes through the process of finding out she is donor-conceived, eventually tracking down her sperm donor, and finally coming to the realization that there are currently hundreds of others asking these exact same questions. This limited twelve-episode season not only tells this remarkable tale, but details the arrogance, negligence, and untouchability of the baby-making business. Already on the top of the podcast charts, this show is heavily recommended for those who work well within the true crime, science, or limited news genres. You won’t be going out on a limb if you look below for more info. Get The Deal In Case You Missed It The Cost of Living Crunch The pandemic started to affect the supply chain early on and we’re still seeing its growing impact two years later. Now the war in Ukraine has ratcheted things even further. As a result, consumers are seeing unprecedented pressure on their pocketbooks at the gas pump, at the grocery store, and nearly everywhere else. In a recent article, Senior Editor – Brands at WARC, Anna Hamill provides marketers helpful advice on how brands can respond to a cost-of-living crunch, with a focus on each of the 4 Ps of marketing (Place, Price, Product, and Promotion). Many marketers will find themselves better informed and better prepared to navigate the volatility and complexity of our current circumstances. Read More The Consolidation Conundrum Media conglomerates have been eating up podcast networks faster than Kobayashi at a Hot Dog eating contest for years. Podnews, citing a study done by Edison Research, revealed that in fact, marketers can now reach 50% of podcast listeners with just four networks, whereas last year, you would have needed seven. Podnews went on to say that based on their analysis, the networks needed to hit that 50% mark would be SXM Media, Spotify, iHeartRadio, and NPR. Sure putting all of this content which was once represented by dozens of individual networks under one umbrella makes it easier to buy, but at what cost? A recent article on The Verge tells the unfortunate tale of Earwolf and what happened after they were purchased by Stitcher in 2020. In short, the loss of full creative control ends with popular shows drastically departing from what made them great, to begin with, or going away altogether. So dear podcast advertiser, we urge that as you go after the big fish, keep supporting the little guys that continue to make the platform a little less corporate, and a little more like the pirate radio world that we all fell in love with at the beginning. Read More The Hugest News App In The History of News Move over Apple and Google, there’s now a news app to trump them all, MxM. No this is not the melt in your mouth but not in your hand type of news, it stands for “Minute by Minute” and the announcement of its launch yesterday was made by Don Jr. who will be running the app alongside former staffers from his father’s administration. The aim of this app is to provide “mainstream news without the mainstream bias,” which they believe is a gap that has been made by the Drudge Report’s loss of influence over the years. While the creators say they aim to position themselves more broadly as an alternative to what’s currently available in the marketplace, they acknowledge that early adoption will likely come from right-of-center readers. The Influencer is fairly certain it will stay that way. Read More This Week in Great Podcast Reads Big Words from Small Business Owners It’s not always about having the right words. It takes the right personality to read those words to make them dynamic, and truly connect with listeners. Just take The Small Business Show’s recent ad read for Bambee. The host demonstrates that placing a little emphasis on the problem can turn a common issue, like not having an HR manager, into something more ominous that no small business owner would dare gamble with. Both of the show’s hosts know the pitfalls and successes of running a small business because they’ve experienced them firsthand. And for that, we’re grateful because they wouldn’t have that fire that comes through so well in their reads otherwise. Listen Here Contact us for a Consultation  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!

For everyone who could not make it to Austin this week for SXSW and our special event, AudioHouse, where we announced the launch of Barometer for Brand Safety and Suitability, this episode is for you. A narrow view of the AudioHouse event would be to focus on the features and benefits of a new AI-Driven SAAS Tool that helps marketers bump into less controversy in placing ads. On its face, that’s what Barometer does. However, if we take a 30,000-foot view of the situation, our trust in American Institutions from media to government has plummeted, and we’re all suffering from the consequences in real life. This week’s episode is a recording of a live panel discussion about the state of trust in Media, where it’s gone, and our plan to repair our broken system. “Maybe we could do better than just call people out for the things they were doing poorly. Maybe we could incentivize people to contribute more positively to this crisis.” – Tamara Zubatiy “Media needs an objective third-party representation of its contents.” – Dan Granger Eric Shurenberg, former CEO of Mansueto Ventures (owner of Inc. Magazine and Fast Company) explains why he stepped down after January 6th from his post to fight misinformation. Eric moderates our panel discussion on media, truth, and overturning the outrage industrial complex, alongside our very own Oxford Road founder and CEO Dan Granger, Barometer founder and CEO Tamara Zubatiy, and Bloomberg Senior Software Engineer Kevin Kells. Bringing nutrition labels to Podcasts, Barometer has teamed up with Oxford Road on a mission to score every podcast marketers might consider sponsoring, using AI, and to provide consistent nutrition labels based on Brand Safety frameworks established by GARM, with support from the 4As and the IAB. Our thesis is that what is measured improves. By giving the marketplace unbiased, third-party information about the content itself and the associated risk levels for brands based on criteria such as violence, sexuality, and sensitive debated social issues, marketers can make better choices, while publishers and creators are incentivized to shift their focus from chasing attention, to earning trust. Tune in to hear: Listen to the Interview The difference between glamorizing, dramatizing, and informing in true crime podcasts How to train an AI you can actually trust How the FDA was established to bring quality standards and nutrition labels to food and beyond, and the parallels to our current environment What faith, hope, and charity have to do with the state of misinformation The Classifieds Baker and Her Bestie Get Body Positive Every millennial woman remembers the early aughts, a time that saw the curse of low rise jeans, rail-thin socialites plastered on magazine covers, and always present diet foods in our mom’s pantries. Great British Bake Off star Laura Adlington and her best friend Lauren Smith are working to undo a lot of that adolescent internalized trauma and come out the other side happy and healthy. Audioboom’s newest show will cover topics such as mental health, dating, fashion, and giving zero bit of brain space to the toxic and unhelpful societal norms that lend to women’s daily unhappiness. The hosts are funny and real, and listening to their conversations feels both like a relief and a delight. This is highly recommended for female skew clients and those in the mental health space. Exercise a bit of self-love and click below for more information. Get The Deal Professional Athletes Nurture Proteges Via Podcast Part of the newly announced network, Audiorama with founders Vince Vaughn & NFL Stars Greg Olsen & Ryan Kalil, comes a fresh podcast from one of its founders. Former Carolina Panthers tight end Greg Olsen wanted to create the podcast to follow the trajectory of student-athletes after his own father coached him in his youth, and he now has children of his own. The show’s first episode launched March 9th, and throughout its upcoming season, Olsen will ask his professional athlete guests a range of questions about the state of youth sports in America and how to properly set goals, expectations, and proper guidelines to ensure happiness and success. The show will also delve into the psychology behind winning at any cost and the power of stardom and widespread recognition. Guests will include Shawn Johnson, Cooper Manning, Jerry Rice, and Russell Wilson. In addition to Olsen, Audiorama was launched in partnership with Ryan Kalil and Vince Vaughn. Wait for your competitor to jump in first? No. YOU lock it up. Get The Deal In Case You Missed It Marketers Throttle Podcast and Streaming Spend The radio propaganda site, Insider Radio released a report from Advertiser Perceptions that interviewed 300 media agencies and marketers to get their perception of the current media landscape. According to the report, 53% of ad buyers expect to increase their podcast spending in 2022, and an additional 46% plan to hold the line with 2021 levels. The outlook for streaming audio is roughly the same with 54% of buyers planning to increase spend on the platform this year. “In a relatively short time, podcasts have become a viable medium for brand awareness, storytelling, and performance. Instead of fighting for slivers of a niche budget, podcast ad providers now compete for significant pieces of advertisers’ digital budgets”. Despite the increased interest, advertisers say measurement and attribution remain their top challenges. The good news is that the industry is making strides in these areas specifically, and while we’re not quite there yet, it’s not the wild west anymore. As ad dollars continue to pour into the podcast space, measurement and attribution efforts will improve by leaps and bounds. Read More Forbes Breaks Down The Pandemic Podcast  Paroxysm The pandemic rocked the advertising world, and while many advertising mediums suffered, the podcast industry had an increased interest not seen since Serial launched in 2014. A recent article from Forbes breaks down the five reasons they believe helped the podcast industry thrive through the pandemic. The Power Of Podcasts To Connect And Engage Ease Of Listening Ease Of Podcast Creation Greater Awareness Of Podcasts Investment Of Ad Dollars If you still haven’t unleashed the power of Podcast for your brand, or have tried in the past and couldn’t really breakthrough, we would love to chat. CLICK HERE to set up a free consultation Read More Boldly Going to Where No Ad Has Gone Before Here’s one for the geeks and radio nerds alike. The Pirate Radio YouTube Channel is chock-full of radio nostalgia like; station jingles, promo bumpers, and old radio ads. This radio commercial from 1966 is advertising the new series “Star Trek” on the NBC network in color! While the ad doesn’t do very well on our Audiolytics scorecard (it’s missing 4 of the 9 main components), for radio nerds and Sci-Fi geeks, it’s strange music to our ears. Read More This Week in Great Podcast Reads For Crying out Loungewear You know you’ve got a winner when the hosts say they love the brand a total of four times within the first ten seconds of the ad read. True love like this can’t be faked, so when Lynette Carolla and Stefanie Wilder-Taylor tell you how enamored they are with Tommy John loungewear, on their podcast For Crying Out Loud, you can be sure loungewear is not something they’re crying about. From its breathability to its buttery softness, this tv exec and comedy writer duo explain why Tommy John is their one and only when it comes to comfort. We dare you to find another pair of hosts who can be this expressive about a brand, while also being silly and vulnerable all in the same show. Listen Here Contact us for a Consultation  OXFORd In The News Podnews Shares Pod News We teased it last week, and word is starting to take off (expect more next week). Oxford Road has partnered with Barometer to create a platform for marketers to assess the risk profiles of podcasts in alignment with their brand values and inform their advertising choices. Last week, our friends at Podnews broke the story saying that we’ve “launched a tool to help advertisers understand what content is in the podcasts they’re considering advertising in. The tool allows advertisers to filter podcast shows and episodes that do not align with their brand values and safety requirements; and also monitors for positive messages, like tolerance.” Thank you Podnews for your help in sharing the message, this is just the beginning. Click here to schedule a demo of this new product. Read More 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!

We’ve got a great episode of the Media Roundtable podcast to share this week, but before we jump in, Oxford Road has even bigger news… FINALLY, Nutrition Labels for Podcasts! Today, Oxford Road and Barometer announced the launch of a new and powerful AI-powered brand suitability solution that makes it easy for marketers to assess the risk profiles of podcasts in alignment with their brand values and inform their advertising choices. In short, we’re adding nutrition labels to Podcast. Because shouldn’t advertisers be able to know all of the potential risks associated with a new show before partnering with them? With this powerful new tool, brands will be able to measure content-in-context across 11 categories including adult & explicit sexual content, obscenity & profanity, and debated sensitive social Issues that may be considered harmful to some brands. You’re going to be hearing a lot more on this in the coming weeks as the tool is officially launched next week at SXSW, but for a sneak peek and to request early access to a free demo, CLICK HERE. Now, more about this week’s episode… Tackling tough social issues while being funny at the same time is a tall order few can do well. This week’s Media Roundtable guests are one of those few. Kulap Vilaysack and SuChin Pak co-host the hit podcast Add to Cart where they share physical and metaphorical items they’re “adding to their carts” through tangential, honest conversations. Apple Podcast recently spotlighted the show and fan reviews say it’s “like a warm cup of tea and cookies with besties.” Kulap Vilaysack is Laotian American actress (Bob’s Burgers, The Office, Parks and Recreation), comedian, writer, director, and showrunner (Bajillion Dollar Propertie$) with some deep podcasting chops, co-hosting Earwolf’s Who Charted back in 2010. “One of the reasons why we did this podcast is so we could get free things.” – Kulap Vilaysack SuChin Pak is a groundbreaking South Korean-born American television news correspondent and veteran journalist. In 2001 she became the first Asian-American news anchor on MTV, and yes, that’s her voice narrating the revival of MTV Cribs. “I have to really fight the urge to hide behind a really buttoned up version of myself at all times.” – SuChin Pak Add to Cart is a dream podcast partnership for brands because together, Pak and Vilaysack have cultivated an intimacy with their audience and have deep experience talking not only about the things they love, but getting to the why as well. Because of Pak and Vilaysack’s incredible rapport, in this episode we somehow transition seamlessly from talking about a toothbrush that makes your teeth feel as smooth as glass, to the modern and historic challenges  faced by the AAPI community. They share their experience as Asian American women and how that experience has changed over the course of their professional careers, and then again over the course of the Pandemic, as violence has skyrocketed across the AAPI community. They share not only their perspectives, but also resources for how others who are looking to better understand the challenges facing this community can get more information than the sparse amounts provided by mainstream media. We are sharing those resources here for your benefit: NBC Asian America Lisa Ling Stop AAPI Hate NextShark Asian Mental Health Collective Asians for Mental Health AAPI Women League Hate is a Virus This episode has moments of levity and fun, but like Add to Cart, also delves into the deep, painful, and meaningful. For marketers seeking to support underrepresented voices and misunderstood communities, support for Add to Cart may be an excellent place to start, while benefiting from building relationships with an active, engaged, and trusting listening audience. This episode of the Media Roundtable can be your gateway to a first step in that direction. Listen to the Interview The Classifieds Big Sis of the Internet Finds Her Podcast Home Having a cool big sister has always been a huge flex, and now SiriusXM and Stitcher have their very own: Tinx. The viral TikTok star is signed to start her own SXM show and companion podcast this April. Her Tik Tok content features a mix of skits, product reviews, advice, inspirational content, and opinions on popular culture and trends. Her 1.5m followers love sending in questions for her weekly Ask Me Anything series and watching her make fun of Los Angeles rich mom culture. Though you may be uninterested in the best smoothies from Erewhon or creating a dewy makeup look, you will easily be pulled in by Tinx’s honesty, integrity, empathy, and wit. This opportunity is best suited for clients that work well within the self-improvement genre and have found success with personable female lifestyle influencers. The episodes will be a short 20-25 minutes and competition for category exclusivity is competitive, so reach out if interested as soon as possible. Get The Deal The Everyday is Turned Extraordinary Do you have ongoing hyper-fixations that you relay to every friend, co-worker, and romantic partner, to their chagrin? This too is the case for former Jeopardy! Champion and host Alex Schmidt, alongside his weekly comedian co-host… Every episode of this newly acquired Gumball podcast explores a subject that any uninterested person would assume is without any flash or substance but is actually historically and situationally fascinating. Episode topics have included doorknobs, wool, bananas, myrrh, and the letter X. Educational and entertaining, the show will open your mind to the world around you, and give you ample ammunition for bar trivia, small talk, and board game nights alike. This show is highly recommended for those interested in history, education, and brand-safe comedy. You don’t need to be in Mensa to see the validity of this great deal, just click below for details. Get The Deal In Case You Missed It Will Netflix Start Serving Ads? Last week, Disney announced it would offer an ad-supported streaming option for Disney+, joining AT&T’s and others moving towards ad-supported tiers to attract more viewers to their platforms. However, while long-running holdout Netflix still has no plans to offer an ad-supported tier to their platform, things may be changing. Perhaps we’re as delusional as Lloyd Christmas, but when asked if the company would change its long-standing position on selling ads, Netflix CFO Spencer Neumann said “never say never”. With 221m subscribers, Netflix opening an ad-supported tier would be a game-changer for marketers in the OTT space and with new subscriber numbers waning, we think they’re telling us “there’s a chance”. Read More There’s Something in My Ear The intimacy of audio is something we talk about a lot, and it turns out just how close you are to the sound makes a difference. The Guardian recently shared an article that recaps findings from a series of studies conducted by UCSD, UCLA, and UCB that suggest audio messages heard while wearing headphones make a deeper and more intimate and emotional connection and can be twice as persuasive, as those heard while listening using speakers. A national radio host once shared with our Creative Director the power of being so close to his audience – actually “in their ear” when they’re wearing earbuds and that there is no other medium on earth that shares that level of intimacy with the audience. Now we have data to support his claim. Could this intimacy be the secret to the success of podcast which is oftentimes consumed via headphones, The Influencer says yes. Read More This Week in Great Podcast Reads Duck Calling for Moink Meat Some words just sound better with a southern drawl. Moink is one of them. And when the boys from Duck Dynasty get to talking about those tender Moink pork chops—as they did recently on their podcast Duck Call Room—you won’t be able to deny the magic that happens when voice and brand compliment each other so well. Whether it’s their lovable banter or hilarious anecdotes, these fellas know how to keep people coming back for more, both longtime fans and newcomers. If you’re not hankering for a nice pork chop, some grass-fed beef, pastured chicken or wild-caught Alaskan salmon by the end of this ad, you might want to reconsider your love for meat. Listen Here Contact us for a Consultation  OXFORd In The News Save The Live Reads Part 2 Last week, we shared the breakdown on everything that happened at this year’s Hot Pod Summit including Oxford Road CEO and founder, Dan Granger’s advocation to save live reads on Podcast. Later in the week, Digiday released an article that went a bit deeper on the subject, highlighting comments from industry leaders on both sides of the argument. Programmatically placed ads in podcast are becoming the norm, but the hope is that the ability to keep some premium inventory as a true, “old-school” host endorsement is perhaps a future both sides can get behind. Read More 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!

Six months ago, few might have believed that Vladimir Putin would invade Ukraine, uniting US Democrats and Republicans, as well as most of the world against him, California would lift mask mandates, and that CNN would undergo a regime change and pivot from heavy opinion to unbiased news reporting. Suddenly we are in a different world, and for those of us seeking signs of hope that our polarized nation will not be undone by our differences, we have some recent signs of encouragement. Following last night’s State of the Union address where Biden presented his four-point, unity agenda, this week’s episode of The Media Roundtable offer’s a fifth point for Biden’s Plan: Mosheh Oinounou. Mosheh Oinounou. Oinounou is an Emmy-winning journalist with 20 years of experience as a reporter and executive producer at CBS, Fox News, Bloomberg TV, Conde Nast Entertainment, and CNBC.  In that time, he’s produced interviews with dozens of world leaders including five American presidents. (He also consulted with us in launching our Media Roundtable Initiative). Seeing the problem that news consumers face with too many sources competing for our attention and too little trust, Mosheh is now part of a new movement of independent journalists who are moving away from sensationalism and toward objectivity and mindful curation. His new venture, Mo News, which includes his Newsletter, Instagram feed, and weekly Q&A, Mondays with Mosh, is proving that there is a market for even-handed, calm discussion around today’s leading news events. “I’m trying to be a good news story in a bad news media environment, and luckily, the audience has responded well.” -Mosheh Oinounou Oinounou is that incredibly rare thing–a voice of reason. To listen to him is to feel calmer and more informed. After seeing how the incentive structure of the media landscape rewards the most opinionated and click-baity news coverage, Oinounou is trying, and succeeding with a different approach. Oinounou is not playing by the old rules of building a talking head. Through his own curated and well-sourced news channel, Mo News, on Instagram where he shows tremendous respect for his nearly quarter-million-strong audience. He informs without panicking and provides much-needed context. He is a perfect example of a new type of news source that brands should be falling over each other to align with and sponsor. Tune in to hear: The 11 minute stat that meant death for fact-based news coverage Why “I don’t know” is a powerful tool for building trust. If you want to understand the future of the news–and maybe feel a little hopeful– you need to check out this week’s episode. Click below to tune in. Listen to the Interview The Classifieds Championship Lakers’ Drama Gets Watch Along Podcast The LA Times is partnering with HBO to create a one-of-a-kind podcast opportunity. Premiering March 7th, HBO’s Winning Time: The Rise of the Lakers Dynasty will cover the non-stop victories and personal dramas of the 1980s LA Lakers. Simultaneously, Binge Sesh will be dropping; a watch-along podcast that has exclusive access to the production’s key players, weaving together outsider audience reactions with behind-the-scenes content. The podcast will cover the show’s origins as an unfilmable book, through the production helmed by Adam McKay, and ultimately answer any and all fan questions before they can even be asked. In an era where few must-see TV options still exist, Winning Time is already a hotly anticipated show from sports fans and figures alike. A test would be an absolute must for anyone interested in sports, nostalgia, TV & Film, and popular culture trends. If interested do not rely on a half-court shot, click below for a sure slam dunk. Get The Deal The Vampire Bats Come Home to Roost Where the hell have you been, loca? If the answer is waiting patiently for a new Twilight-themed podcast, Kast has you covered. Buoyed by the recent Twilight resurgence via Netflix, film series’ star Ashley Greene (Alice Cullen) and her best friend, Melanie Howe, are bringing you a weekly Twilight deep dive starting this March. Featuring interviews with cast members and frank discussions between Ashley and her Twi-hard bestie, the show will discuss the immediate effect on the cast during their meteoric rise to fame, the pop culture influence the films have had, and the on-set drama, crushes, and moments of celebration. This is a limited series that will run for 30 episodes and is already in high demand. Advertisers interested in reaching a female skew millennial audience, or testing the TV & Film genre should surely reach out. It doesn’t matter if you’re Team Edward or Team Jacob, all are welcome to see below for details. Get The Deal In Case You Missed It The DTC Diversification Dilemma Facebook has been the go-to platform for DTC advertisers seeking efficient, targeted campaigns with massive ROIs. But with rising CPMs and limited targeting tools now the norm on the platform, marketers are now forced to spread their ad spend elsewhere. In a recent Digiday article, Justin Fredlender, vice president of acquisition at Ritual shared how his DTC company is diversifying. According to the article, while they still have a presence on Facebook and Instagram, Ritual now spends evenly across digital, podcasts, influencers, TV, streaming audio, search and direct mail. If you find your brand facing this diversification dilemma and would like to know where to start, we’d love to chat. Email us by clicking HERE. Read More AI-ct Naturally Meta is demoing a new Voice Assistant Platform that they believe will make AI voice assistants more conversational. Does that mean we’ll begin to have more conversations with our AI voice assistants? Of course. And does that mean our trusted AI “conversation partner” will more easily be able to make a “personal” recommendation to us for a brand? Yes. What does this all mean? As the audio industry moves towards dynamically inserted ads and true host endorsements become less attainable, there are other forces at work to bring a trusted personality back to ad reads. Who better to take advice from, than those you reach out daily to learn recipes, ask the weather, and occasionally yell at to stop playing Van Halen when you wanted it to play Van Morrison? Read More The Audiosphere Getting All Robin Thicke On Us For advertisers using post-purchase surveys, we’ve got some news for you. First of all, good job! It’s always good practice to triangulate the response from other attribution methods like pixel-tracking, time-based models, and MMMs. However, the lines are becoming increasingly blurred when it comes to how people perceive the media you’re advertising on, especially in the audio space.  According to a recent insideradio.com article, many Americans consider DSPs (digital service providers; Pandora, Spotify, iHeart, etc.), Satellite Radio, even Podcasts, as just, “radio”. So when you run a test on any audio channel, and you see those “radio” survey responses jump, it’s most likely due to the fact that everything audio is perceived as “radio”. If you would like help on making sense of all of this let’s chat. Read More This Week in Great Podcast Reads Real Hair for Real Housewives Brandi Redmond and Stephanie Hollman know a thing or two about powerful presentations, both on camera and off. On a recent episode of their podcast Weekly Dose of BS, these Real Housewives of Dallas alumni get real about hair extensions and hair loss after pregnancy. Luckily, the all-powerful(and all-natural) hair loss supplement Nutrafol, exists to help silence their hair insecurities. Not only is Nutrafol responsible for all of Brandi’s compliments on her post-pregnancy locks, but it’s also made Stephanie aspire to ditch her extensions altogether. Catch your weekly dose of BS to get more gems on how personalized host endorsements are done right. Listen Here Contact us for a Consultation  OXFORd In The News Programmatic Problems: “Save The Live Read” Last week, the who’s who in Podcast publishing descended upon Brooklyn for the Hot Pod Summit 2022. Somehow, Oxford Road founder, CEO, Dan Granger, not only got a ticket, but was also asked to speak on the dangers associated with the industry’s growth and expansion into Programmatic ad placement. In the spirited discussion, Granger shared frustrations with the existing overreliance by networks in Dynamically Inserted Ads, arguing that “Faked-in” ads (those read by hosts, but not read live or baked into the content) are not a clean substitution for the heritage unit type of the industry: Live Read Endorsements. He went on to forecast the coming challenges that new tech will usher in, including brand safety concerns and fraud associated with counting downloads against ads that no one hears. The solution? Look to radio, where live read ads remain a vibrant revenue stream for most networks, in addition to produced host-read ads, on top of spots and remnant inventory – all priced differently according to their respective value. Work out the brand safety challenges before expecting scale across programmatic (more on this topic soon) and don’t throw the baby out with the bathwater; instead, offer live reads in addition to other unit types for a happy and diverse set of advertiser offerings. Click the full article below to read more. Read More 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!

No one sees the truth and the Internet like Virginia Heffernan. Online since she was a child in the ‘70s, Heffernan is a Harvard Ph.D. whose book examining digital culture, “Magic and Loss: The Internet As Art” was called “An illuminating guide to the internet” by the Wall Street Journal. Heffernan’s a contributing editor for Wired, frequently writes for The LA Times, The Atlantic, and the NY Times, and hosts the podcast This is Critical which fans call “my drug of choice” and “a joy to listen to.” This week she joins Media Roundtable to talk about her career, the state of culture, and how the internet has changed life as we know it. ​​“Every host is an unreliable narrator.” -Virginia Heffernan For Heffernan, advertising thrives on the blurring of lines between fact and fiction (that’s why ads try so hard to sound like the unpaid content that surrounds them). Brands can drive action by hypnotizing the audience because they don’t know what is true. But Heffernen argues, your brand will do better by meeting your audience in a playful space with ads that are clearly meant to entertain and engage a “willing suspension of disbelief.” Tune in to hear: Why older people not watching porn means Tucker Carlson gains a following How our polarization turned us into cows seeing a hat on a fence The sensory costs of the internet How Heffernan tries to “keep [her] apprehension of the culture right-sized” Ready to see the Internet differently? Click below to hear the entire conversation. Listen to the Interview The Classifieds Do-Gooders Delve into Dastardly Deeds History is written by the victors, but what happened to the villainous? Myths and Legends hosts Jason Weiser and Carissa Weiser are trying to answer this very question with their newest podcast with Kast. A fusion of history, true crime, and narrative storytelling, the show will bring to light the forgotten misdeeds of history’s most deplorable human beings. Through a mix of narration and atmospheric music and sound effects, each episode will bring these knaves back from the grave to answer for their insidious plots, secret escapades, and historically significant evil doings. The first season will cover the likes of Michael Malloy, George Remus, and Thomas Blood. The show launches at the end of this month and is poised to bring in much of the hosts’ existing audience. Myths and Legends has historically done well for our clients with older skew male demographics and B2B. See below for more details on this devilish deal. Get The Deal Gifted Grifters Are Showcased Via Gab Just finished The Tinder Swindler and Inventing Anna and need another scammer deep dive to feed the monkey? Culture writers and hosts Scaachi Koul and Sarah Hagi have you covered with this podcast from Wondery. This April slated seasonal podcast will further investigate and revel in the most modern and intriguing examples of scam culture, an emerging and extremely popular sub-genre of true crime. Whether these scammers are trying to fund a business with a non-functioning product, lure rich millennials to a barren inland party zone, or use their clout as an influencer to bilk vulnerable teens, audiences always love to see the ascent of these shameless hustlers as well as the embarrassing and public fall from grace. This opportunity will specifically appeal to a female demographic, who are the largest true crime audience demographic, and this is recommended for those also interested in online culture and history. Don’t find yourself swindled out of a good deal, click for details below. Get The Deal In Case You Missed It Spotify Makes Podcast Pixel Powerplay As if they haven’t been in the media news enough lately, Swedish super-streamer Spotify shot to the top of the headlines last week with their purchase of two of the key Podcast pixel-tracking attribution companies, Podsights and Chartable. The road to proper podcast pixel attribution has been long and bumpy, and Spotify buying up two of the space’s brightest stars adds even more complexity. They’re slashing the tires of competitors and introducing uncertainty in the marketplace by removing any perceived objectivity from a sacred category where brands have a deep need for impartial reporting. The latter point is one Oxford Road friend and recent Media Roundtable guest Bryan Barletta so eloquently expands upon in his most recent post on Sounds Profitable which is worth a read if you have the time. The Influencer will keep you posted on the potential implications of these acquisitions as details emerge Read More Who Will Win The Media Vestige War? This week, Westwood One unpacked Nielsen’s Total Audience Report to share their take on the data. Their big finding? AM/FM radio now beats linear TV in Average Audience and Weekly Reach (A18-34). Talk about the pot calling the kettle black! Everyone knows the days of linear TV are numbered, but so are those for radio. As audiences continue to make the shift to digital-only consumption, the longstanding battle between radio and TV is really a race to the bottom. That said, both media channels still hold a massive audience. Coupled with the fact that ad dollars are drastically shifting to their respective digital platforms, Radio and TV may prove to be an interesting option for marketers looking for a deal. Read More Facebook’s $10B Breakup with Advertisers Chances are that if you’re a marketer reading The Influencer, you’re already seeing a massive decline in ROI on Fcebook. As a recent WSJ article points out, “Facebook was long one of the surest bets in digital advertising. No longer.” The article highlights a small eCommerce company that has seen the cost of acquiring a new customer on the platform jump 10x. While many marketers are shifting their digital dollars towards other platforms like Google, Amazon.com Inc., Snap, TikToc. and others, The Influencer suggests an alternative. Why not shift dollars towards audio? We can help. Read More This Week in Great Podcast Reads Pajama Pants Prefer Bamboo in Bed Gynergy between podcast hosts is treasured, but not always guaranteed. It’s not just about one host finishing another’s sentences. A strong team leverages the power of multiple voices in support of a brand to enhance an ad’s messaging—even if one person delivers the copy points, while another simply adds commentary. You’ll see what we mean when you listen to former onscreen siblings Robert Iler and Jamie-Lynn Sigler and their pal Kassem G (of Youtube stardom) crush this read for Ettitude, clean, silky-soft, and earth-friendly bamboo sheets. While their podcast Pajama Pants covers a wide range of topics, where they may express different views, these hosts always find a way to harmonize when it comes to showing love to the brands they endorse. Listen Here Contact us for a Consultation  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!

This episode of the Media Roundtable is a little different from the norm. Last Sunday, over 100M viewers tuned in to watch the best of the best collide to establish dominance in America’s greatest showdown. We’re not talking about the Rams and Bengals; we’re talking about the commercials and in true Media Roundtable fashion, the impact they have on the world. This week, latter-day madmen, Stew Redwine and Jason Harris break down the biggest winners and losers during what they’re calling The Nostalgia Bowl. But this exercise is not just a fun bit of “Monday morning Creative Directing”, their insights unlock creative insights your brand can use all year long. “I hate advertising that treats the audience like they’re dumb” – Jason Harris For the uninitiated, Stew Redwine is the Creative Director here at Oxford Road, and Jason Harris is an award-winning advertising executive and author, whose agency Mekanism has worked on multiple memorable Super Bowl spots including 2014’s iconic “Pepsi Soundcheck” ad. From Super Bowl LVI’s Barbie’s Dreamhouse to the Crypto Bros’ Screensaver, find out what it means for an ad in the “Big Game” to succeed, and which ads from this year will stand the test of time. Get a front-row seat as these two ad-pros to discuss the Soul + Science of why ads work and how to view them through the four lenses found in Jason’s book, Original, Generous, Empathetic, and Soulful. In this episode they cover: The Nostalgia Bowl Coinbase’s place in the ad world’s history books Why Super Bowl ads need to be the Second Act in a Three-Act structure Uber Eats and the David Ogilvy adage, “The customer is not a moron, she’s your wife.” Tune in and we promise, you won’t see Super Bowl ads the same way again. Listen To The Interview The Classifieds Political Host Swaps Commentary for Cocktails Bill Maher has been a successful host of the intelligentsia and celebrity elite for 30 years. It makes quite a great bit of sense that he would have the best and most eclectic get-togethers, and now his viewers are invited to the party. The comedy stalwart is letting us in on the fun by pairing with Public Media Marketing to bring us a weekly podcast and Youtube series from his bar Club Random. The show will feature many people in varied specialties and backgrounds, with the sole distinction that politics are not allowed. The opportunity is available for sponsorship starting in March and will be a great option for those interested in comedy and society & culture. While probably salacious in nature, it’s also a perfect option for those who want to dip their toe into simulcast tests. Come join the pundit-less party by looking below for details. Get The Deal Talk Radio Reinvented in the Twitch Age Podcasts have recently been rediscovering what has been hidden in plain sight all along: talk radio. Twitch streamer Lyle the Therapy Gecko has gained notable success as clips of his call-in stream have gone viral on Tik Tok and made the front page of Reddit. This podcast from Headgum bundles together the best clips of Lyle’s conversations with viewers, for an easy, relaxing listening experience peppered with jaw-dropping moments of raw intimacy. This format has recently become one of the top-charting US podcasts, and his streams get thousands of eager viewers, who just want to connect in our current age of isolation. This can be categorized as a comedy, self-help and improvement, and mental health, and targets a Gen Z and Millennial audience. Don’t find yourself green with envy, click the link below to test today. Get The Deal In Case You Missed It Even Better Than the Real Thing “You’re afraid I can do that, Dave.” The Scientific American recently reported that humans find AI-generated faces more trustworthy than the real thing. We’re already seeing deepfakes of our favorite actors doing things we know they’d never really do in real life. But the difference between AI-generated content and the “real thing” is becoming increasingly indistinguishable. It’s happening in the audio space right now and you probably didn’t know. Like many agencies, Oxford Road has been experimenting with AI-generated voices and they’re now passing for the real thing more often than not. Imagine a world where you can translate your commercial into 100 different languages with the press of a button. It’s already happening and you didn’t even know. Read More The Podcast Boom Continues A recent report from WARC shares that more than half of the advertisers surveyed plan to increase their spending on Podcast this year with an estimated cumulative spend of $2B. On the front lines, we’re seeing this in full effect. Inventory is getting tighter and networks are raising minimum thresholds and loosening exclusivity terms. If you’re one of the 16% of marketers not planning on advertising in Podcast this year, you don’t have to take any action, but if you’re not, you need to lock in everything you can, while you can. Read More 20 Million People Didn’t Hate It Love it because the QR code hit the corner or hate it because it confused Grandma, the Coinbase Super Bowl ad worked. 20 million people visited the website in 1 minute and the ad propelled the Coinbase app to No. 2 on the Apple App Store from No. 186. Read More This Week in Great Podcast Reads Theragun, Your Favorite Thing Let’s be honest. You no longer have the time—if you ever did—to keep up with the latest in streaming content, books, conspiracy theories, and all the things that bring you joy do you? Wells Adams and Brandi Cyrus do, and they love sharing it on their weekly podcast Your Favorite Thing. That’s why their recent spot for Theragun, the latest percussive therapy device for releasing deep muscle tension, feels less like an ad read and more like them describing your new favorite thing to you. Starting off with a strong personalized Setup, they go hard on the Value Prop, then each deliver a personal endorsement for an exemplary read, that showcases a few of our favorite things. Listen Here Contact us for a Consultation  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!

Listen to the Interview If you want to understand the future of podcast advertising, spend 5 minutes with Bryan Barletta. This week, The Media Roundtable gives you almost an hour with the self-described “Podcast ad-tech by day, dungeon master by night.” “Nobody in this space comes from other spaces… 95% of the people in this space haven’t worked in other media, haven’t worked in other advertising channels, and definitely haven’t touched ad-tech before.” -Bryan Barletta Barletta is a towering authority when it comes to podcast ads. With an ad-tech background from Claritas and Megaphone (and someone who worked on the world’s first shakeable ad in 2009), he founded Sounds Profitable, a weekly podcast ad-tech newsletter and podcast jam-packed with industry insights that are actually enjoyable to listen to. You’d be hard-pressed to find anyone else who understands the state of the industry as clearly as Bryan. If you want to feel smarter in your next media planning session as you look at your podcast ad buys, you need to hear what Barletta has to say. Tune in to hear: Why “it sucks” that we’re using podcasting as a catchall phrase Bryan’s take on Joe Rogan that’s actually informed Why Podcast needs nutrition labels Where the next big global podcast audience will be How to release a podcast in your own voice, in any language We don’t care how long you’ve worked in the industry. If you listen to this episode, you’re going to see podcast ads in a new light. Click below to hear everything. Listen to the Interview The Classifieds Anna Aptly Acquired by Acast That’s right, funny woman Anna Faris is moving her hugely popular and extremely successful podcast to the Acast network. Faris started her career as a comedy queen in films such as Scary Movie and The Hot Chick but became a household name with her CBS television show Mom. On her podcast, Faris interviews a variety of celebrity guests before they both give their very unqualified advice to call-in listeners. With a very relatable and empathetic approach to advice-giving, Faris and her guests speak on topics such as motherhood, finding fame, family drama, and romantic relationships. This podcast has seen the most success for advertisers in the mental health and direct-to-consumer categories and routinely lands on best-of lists in the comedy genre. Trust someone who’s actually quite qualified and follow the link below for details. Get The Deal Zeitgeist Cult Members Get Deprogrammed Dissidents of societal trends rejoice! The All Things Comedy original Sounds Like a Cult is moving from a seasonal to a weekly publishing schedule. Hosts Isa Medina and Amanda Montell look to the zeitgeist for brands, pop culture trends, and organizations with “cult followings,” to determine: Are they actually cults? Whether they’re diving into the product loyalty associated with Trader Joe’s, the evangelism connected to LuLaRoe, or the unquestioned protocols and rituals of the British Royal Family, the hosts are always determined to understand the fervent loyalty and unhealthy attachments associated with these movements. This show falls within the Comedy genre but is definitely a good option for those interested in education and society & culture. This is the perfect time to test for those with a budget in Q1. Hopefully, the Influencer has enough of a cult following to get you to click the link below. Get The Deal In Case You Missed It What Can You Buy Instead of a Super Bowl Ad? An ad on the Super Bowl. It’s what many marketers aspire to achieve, but is it the right move for your business? First off, the price tag for a 30-sec spot in this year’s Super Bowl, at a reported $6.5 million, is prohibitive for most marketers. But Radio evangelists Pierre Bouvard and Christine Travaglini, offer an alternative to an ad in the “big game”, Radio. The two argue that for 40% of the cost of a Super Bowl TV ad, brands can reach 74% more people while saving $4 million. Yes, Radio is a more efficient play and is still a viable avenue for many marketers, but comparing an ad in the Super Bowl vs. a radio campaign is like comparing a $123k Model S Plaid Tesla to a $30k Chevy Bolt. Both vehicles will get you where you need to go. One is much more affordable, but the other makes a statement. If you didn’t make this year’s roster of Super Bowl advertisers, fear not. As this article shares, there are plenty of other options out there including Radio that will get you to where you need to go. Read More Rumble Saves The World With Joe Rogan This week in Joe Rogan’s battle over proposed cancellation due to alleged COVID misinformation and past racial slurs, Joe finds a new ally. Monday, Chris Pavlovski, CEO of Rumble (The Right’s Answer to YouTube), posted a letter to Rogan on Twitter offering the Podcast host $100 million for 4 years, saying “this is our chance to save the world.” Meanwhile, Rogan’s current employer at Spotify, Daniel Elk said in a statement that although he “strongly condemns” Rogan’s words, he does not believe “silencing Joe is the answer.” Yet, the Swedish streaming giant has quietly removed 133 questionable episodes from their service (according to jremissing.com). We teased it last week, but this ongoing saga underscores the need for content labels in media, especially on podcasts. We’re cooking up something that will help. Stay tuned… Read More Invasive Audience Targeting is Dying Weeks ago, Meta announced that they would be removing detailed targeting options from their platform. The following excerpt is our friend and partner, Dan Pantelo, Founder and CEO of Multi-variate ad testing platform, Marpipe giving his take on what this means to advertisers: Changes in Meta are being made between now and March 17th to reduce audience targeting capability and Google is following suit. Reinventing’ niche targeting is futile – Proposed solutions that attempt to do ‘detailed audience targeting without invasive tracking’ are either A) too ineffective/watered-down to matter or B) if they work well, they present a big enough target to privacy zealots to whack-a-mole them. What do we do? – Since the main performance lever is on its way out and we can’t replace it, we must look to other performance levers. The other methods are underdeveloped and aren’t as easy to operate, but now need to rise to fill the vacuum. The two emerging alternatives are: 1) Contextual placements – Instead of targeting a new mom and following her around the internet, I simply show my ads next to content about ‘how to change diapers.’ This has been around for a while (IAS, DoubleVerify, Moat), but is only recently having its big moment. 2) Creative data – This is the most underdeveloped and, as a result, highest in growth potential. If you haven’t heard this phrase yet, you will soon: “Creative is the new audience targeting.” This flips the paradigm upside down by suggesting we should focus on automatically adjusting our ad creative to maximize appeal to broad audiences (rather than adjusting audiences to find the ones who like our creative). This can be done with existing ad spend on Facebook, Instagram, Google, etc – but it requires learning a new workflow and bringing creatives in much closer to the action. To help companies adapt, Marpipe just published The Definitive Guide to Modern Creative Testing for FREE. Using Marpipe, advertisers can produce data on which visual variables most influence performance (the same way you used to collect data on which audience interest groups worked best.” Read More This Week in Great Podcast Reads A Stoic Read with a Lot of Heart While a personal recommendation like the one recently given by host Ryan Holiday on The Daily Stoic podcast, for Shopify, might be a thing of dreams for some advertisers, we find it’s quite common. The truth is when a host speaks from the heart about a brand they’ve had a great personal history with only good can come of it, even on a podcast that focuses on the teachings of Stoicism, not the first place you’d expect to hear brand appreciation. Ryan accredits Shopify as the reason his podcast is still on, then goes on to laud it as “the single best place to create an online store and eCommerce business that you could possibly imagine.” Even a Stoic to see the virtue in that. Listen Here Contact us for a Consultation  OXFORd In The News Winning in Your Category; Granger on DUrso  Last week, Oxford Road Founder and CEO, Dan Granger was asked to be a guest on the popular Tony DUrso Show, which aims to help entrepreneurs learn from the success of others to help them on their vision path. Dan chats with Tony not only about the formation of this agency, newsletter, The Media Roundtable, and our podcast, but also shares the secret sauce behind Oxford Road’s success. Tony’s show is one of the best performing podcasts for nearly every advertiser we put on, so it’s exciting to turn the tables and share our story on such an impactful show. Read More 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!

“I genuinely think points of unification happen is when we listen. Your generation, my generation… we didn’t start this shit. We inherited a whole bunch of history…We know the difference between you just want to sell me something, you just want your company to look good right now…” -Kierna Mayo It’s Black History Month and if you want to learn from someone who has been on the front lines of advancing underrepresented Black voices over the past 3+ decades, you may want to tune into this week’s episode… Mayo co-founded and served as Editor-in-Chief of the iconic late-90’s fashion and lifestyle magazine Honey, was Editor-in-Chief and VP of Digital of EBONY magazine, and is now Vice President and Executive Editor of Roc Lit 101/One World (Penguin Random House). Mayo is the poster child of influencing responsibly. As the host of the new podcast Culturati: Conversations with Kierna Mayo from our friends at Breakbeat Media, Mayo speaks with other pioneers and leaders and such as W. Kamau Bell, Tanya Fields, and longtime friend Q-Tip, as they explore cultural hot topics from a Black woman’s perspective. This conversation goes deep and offers levity at times, but is challenging to anyone who concerns themselves with living anti-racist. Tune in to hear topics such as: Interviewing Hillary Clinton and confronting her about charges of pandering to the black community Are corporations and others pandering to the black community in a post-George Floyd world? Critical Race WAP (Yes, you read that correctly) Offering Real Support to the Black Community Without Pandering Life at the Center of a cultural revolution Her involvement with Showtime’s “We Need to Talk about Cosby” How she deals with the work of Artists after learning about reprehensible behavior Maintaining a friendship with Q-Tip after he rose to superstardom How Advertisers can get involved supporting Black Women and Girls through supporting Culturati We can’t thank Kierna enough for sharing her experience and perspective on many of the challenging issues our country continues to face. Conversations like this are critical as we continue to dive deeply into the challenges of maintaining authenticity and business objectives with good faith efforts to lead this country to finally be true to what we said on paper. Listen to the Interview The Classifieds No Cap, These Tiktok Stars Pass the Vibe Check Whether they’re commenting on unhinged beauty videos or laughing so hard they give themselves twin mental breakdowns, Tiktokers Brittany Broski and Sarah Schauer are two of the most entertaining internet personalities of today. The famous cousins claimed fame on TikTok by creating engaging and bizarre content for their combined 8.4m followers. They have continued this formula on their newest podcast from Studio71, having recently discussed conspiracy theories, the future of social media, and Facebook Marketplace shenanigans. Their audience is made up of internet-savvy, young millennials, heavily indexing among the LGBTQIA+ community. Similar comedy podcasts with female internet celebrities have been previously tested for B2B female skew clients to great success. If you’re interested in this opportunity, don’t stitch this, just follow the link below. Get The Deal Absolutely Divine Podcast Moves to New Network Mark Divine has recently rebranded his successful and long-running podcast (formally The Unbeatable Mind) and moved to the PodcastOne Network. A man of many talents, Divine is a former Navy Seal, business founder, and New York Times bestselling author who interviews today’s most inspirational leaders to investigate what attributes best define their past and future successes. What sets Divine apart from most self-improvement podcast hosts is his succinct, confident, and informed takes on the subjects at hand. His insights and expertise prove to be as invaluable to the success of his show as the guests he is able to book. We formally tested this opportunity for clients interested in the self-improvement genre to resounding success. See details below to test this rebranded treasure and become unbeatable yourself. Get The Deal In Case You Missed It The Harvest Moon Sets on Spotify Monday’s New York Times article said it all, Spotify’s Joe Rogan Problem Isn’t Going Away. After buying the exclusive rights to Rogan’s wildly popular podcast in 2020, Spotify and the host himself have been under fire recently for reportedly spreading misinformation about COVID. Last week, Neil Young gave the Swedish audio streaming service an ultimatum; cancel Rogan or lose the entire Neil Young Catalog. Other artists are following suit–even fellow “Spotify Exclusive” podcaster Brené Brown announced she would not release new episodes “until further notice” in protest. For now, Spotify seems to be standing by its Hundred-Million-Dollar-Man. A recent blog post from Spotify’s CEO, while not addressing Rogan specifically, discussed free expression while providing updated platform rules and committing to adding advisory warnings on content that include discussions about COVID-19. Will Spotify cancel Rogan? Will they lose more content as artists and podcasters jump ship? Or will it blow over like Nefilx’s 2021 Dave Chappelle issue? We definitely haven’t heard that last of this one. One thing is known; there is an increasingly desperate need for content labels in media. Where can we find such a resource? Stick around. The Influencer will show you the way. Read More How Do You Say Podcast in Portuguese? Podcast consumption is exploding globally, and according to a recent article from Digiday, more than half of the 600,000 new podcasts debuted in 2021 were in non-English languages for the first time! As a result, U.S.-based content creators like Vice, iHeart, and Tinkercast are taking a variety of approaches to make sure they keep their piece of the global podcast pie. Rather than simply sharing English-speaking content to other countries (which has primarily been the extent of their global efforts), these companies are now translating existing content into new languages and creating original podcasts for non-English-language listeners. U.S.-based content creators embracing a larger worldview will also mean U.S.-based advertisers can expand their marketing efforts internationally easier, at a scale not currently possible. Read More This Week in Great Podcast Reads Loose Lips, New Hips Sometimes it takes a personality as endearingly bubbly as host Lacey Gee’s to tackle what might otherwise be a vulnerable topic and bring an all-empowering solution to the table. She found no better place to do it than her podcast Loose Lips and Child-Bearing Hips with an ad read for Honeylove, shapewear that doesn’t just shape but looks good doing it. Her short and sweet testimonial really hits on the value prop’s key benefit. Simply put, it makes her feel confident. Lacey hosts Loose Lips and Child-Bearing Hips, with best pal Amy Nichols where they talk mom-life, love-life, and all of life’s nonsense. Listen Here Contact us for a Consultation  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!

Serial entrepreneur Michael Bosstick has done it all. He’s sold beds for private jets and overcame his fear of public speaking to launch a hit podcast with his superstar wife, Lauryn Evarts Bosstick. But the reason we asked him to join us on the Media Roundtable is because of his tireless work as CEO of the podcast network, Dear Media, where he has created a platform for female podcasters to dominate the landscape. “Launch fast and adjust. Anytime that you want to do any kind of venture… stop waiting for perfection, get it out there, start, and adjust along the way.” –Michael Bosstick In our humble opinion, Dear Media (Life with Marianna, Lipstick on the Rim, Breaking Beauty, and many, many more) is quite possibly the leading female-focused podcast network out there. We’re talking dozens of shows reaching over 10 million rabidly loyal listeners each month. In addition, as advertising partners, Bosstick’s team consistently goes the extra mile to put together integrated partnership solutions, complete with thoughtful customizations from their talented hosts. Dear Media “gets it”  because Bosstick has one of the most complete understandings of the entire podcast ad space. How could he not when he’s held every single role? In addition to his role as CEO, Bosstick’s been in sales, operations, talent, and marketing. Plus, he’s been on all sides of the table; brand, agency, and client. It’s that insight, his desire to expand his perspectives continually, and his willingness to get started, get feedback, and make critical adjustments that make him a marketing role model from whom we can all learn. Tune in to hear: The secret to being in business with a famous spouse. How to “keep your side of the street clean” amidst a wave of criticism. How to build the confidence to talk to anyone. What you need to do once third-party tracking gets obliterated. You’re not going to want to miss this week’s episode. Click below to hear the entire conversation. Listen to the interview The Classifieds Another Reason to Smile Always Youtubers Markiplier and Tyler Scheid are bringing the funny to a new sports podcast from QCode. Though not in line with their usual content of centering on playing through scary video games, laughing at internet memes, and eating expired Poptarts, the podcast will most likely be aimed at the duo’s huge combined following. At this point in time, Markiplier is sitting at 31.7 million Youtube followers and is the 3rd highest paid Youtuber, according to Forbes. Tyler is a frequent collaborator and childhood friend with his own ardent following on Twitch and Youtube. If you’re looking to target a male demo interested in video games, sports, fitness, or comedy, this is definitely worth testing in Q1. The show launches 2/11, but no need to like and subscribe Just follow the link below for details. Get The Deal Two Me in One Classified   If you were a cringy teen or pre-teen in the early 2010s, you most likely owned a too big infinity scarf, a neon v-neck tee, or you watched Glee. The melodramatic teen comedy attained a shameless fan base of outsiders and theater kids for its six rocky seasons and featured all manner of musical renditions of popular songs. Former gleeks and show hosts Ian Allred & Lena Conatser have recently joined the Spreaker network with this podcast on all things McKinley High. Recovering Gleek has a small but involved fan base who love listening to the hosts come to terms with their former favorite show’s less than stellar moments. This is a great opportunity to test for anyone interested in the popular sub-genre of television re-watches. Don’t feel like you have to take a slushie to the face, just click for details below. Get The Deal In Case You Missed It Amazon Now Selling Murder “The Zon” has been relatively quiet in the podcast space after investing hundreds of millions in the space over the past couple of years. But that changed this week when the online bookstore announced they were purchasing the exclusive advertising and distribution rights to the Exactly Right Media podcast network, which includes the wildly popular My Favorite Murder.  According to the article, the deal mirrors an agreement Amazon made for the comedy podcast SmartLess, where Amazon offers new episodes a week before they’re available on other services. How the move will affect the buying structure on these shows remains to be shared, but based on past experience, Murderinos can expect a price hike and higher minimum investment thresholds. Read More I Hate Being Bipolar, It’s Awesome! Most people: These ads are too irrelevant! Some people: These ads are TOO personal! No one: My ads are juuuust right! The targeting tightrope marketers have to walk is a tricky one because humans are a tricky bunch. According to a new study from Advertising Research Foundation, 47% of consumers say the commercials they hear on streaming audio services are frequently or sometimes irrelevant, yet 15% say they’re hitting far too close to home. Paul Donato, Chief Research Officer at the ARF says, “the hard truth [is] that it may be just as difficult, if not more so, to explain the benefits of placing consumers into segments as it is to persuade them of the benefits of individual-level tracking… which throws a wrench into the idea of cohort targeting.” Perhaps someone should figure out a way to have products and services endorsed by content creators themselves. That way, you could target a show’s listeners without being intrusive. Think it would work? Read More The Spotify Gen Z Gap  Spotify’s share of music streaming subscribers is waning. While they still hold a commanding 31% share of the audience, they’ve dropped 2% year over year. The problem is Gen Z. Spotify’s recent hyper-focus on podcasts is not as appealing to zoomers as it has been for millennials and X’rs, and younger audiences are going elsewhere to stream their music. As a result, Apple, Amazon, and Tencent’s share of audience is growing and more competition is on its way. YouTube Music has seen 50% growth over the past year, and TikTok is now testing their own music service, both of which are expected to erode Spotify’s dominance even further. Yet Spotify, at least for now, is still an audio force to be reckoned with and who cares about the youth anyway? It’s not like they’re not the future. Read More This Week in Great Podcast Reads Ben ❤️‘s Tommy There is something to be said for a show host that can deliver quality ad reads consistently. A host’s enthusiasm for a brand, even one they love, can sometimes wane over time, so when a podcast like The Ben Shapiro Show hits it out of the park each week for years, you can be sure we’ll take notice. Shapiro’s commitment to the messaging in this recent Tommy John read is as fresh as his mid-length boxer-briefs. When you listen, there will be no question in your mind about his love for this ultra-comfortable underwear and why they “grace his tuchus” every single day. Listen Here Contact us for a Consultation  OXFORd In The News Redwine’s Recipe for Effective Ads: Brevity, Clarity & Potency  “Never use two words when one will do.” This is the personal and professional mantra for Oxford Road’s Creative Director, Stew Redwine. Last week Stew joined the Podcast Advertising Playbook to share this and other advice for advertisers looking to ramp up the effectiveness of their podcast ad campaigns. But he doesn’t give away all his secrets on the show. For those, you’ll have to ask the man himself. Read More 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!

Media Roundtable returns with our 2022 season debut featuring an interview with a podcast host who is the walking embodiment of the Media Roundtable values. Bari Weiss is an award-winning journalist and the author of How to Fight Anti-Semitism. Weiss worked as a staff writer and opinion editor for The New York Times until her 2020 principle-driven resignation letter (a must-read) sent her on a path toward independent journalism driving her to create the hit podcast Honestly, and her Substack newsletter, Common Sense. After more than a year of invitations, this week, Bari Weiss joins Media Roundtable to talk about her journey to save journalism and the free exchange of ideas in our democracy. “I try and be really disciplined about the things that I do because trust is so precious… it is so hard to build and you can fritter it away in a day.” -Bari Weiss Weiss does not fit neatly into any category. A quick jaunt through her podcast reviews gathers raves and rants from all sides. What’s admirable is that she’s able to inhabit a middle lane that is not simply the average of what one group wants her to think. As marketers, when you guide your brand through the world, it’s easy to be afraid of saying or doing the wrong thing. That fearfulness can lead you to stay in the least offensive places. Safe channels that don’t stand for anything and (hopefully) won’t get you in trouble. But that’s also not how you build an audience that trusts you. Weiss is building her personal brand and audience with thoughtfulness instead of fear. When you stand for principles to the extent you would write your own resignation letter over at the New York Times–you can make decisions that aren’t knee-jerk reactions to the temperature of the moment but are honest reflections of what you and your company are all about, even if, like Bari, it doesn’t fit into a tidy box. Click below to an insightful conversation about politics, media, faith, anti-semitism, and corporate values, as Weiss shares her bold blueprint for a return for intellectually rigorous journalism that offers a middle path that’s anything but middle of the road. Listen to the Interview The Classifieds The Residents of 4D Reunite Recently dubbed tween queen Zooey Deschanel is being joined by former co-stars Hannah Simone and Lamorne Morris for a New Girl rewatch podcast from iHeart Media. The quirky sitcom has gained increasing recognition in the years since it ended and has lent to a thriving fan base of ardent supporters. The show launches January 24th and reveals never before heard behind-the-scenes stories and will most likely feature interviews with series regulars Jake Johnson, Damon Wayans Jr., and Max Greenfield. As we’ve seen time and again, celebrity-hosted rewatch podcasts have proven to be some of the highest performers with minimal brand safety risks. If you want to get in on this classic Winston and Cece mess around click for details below. Get The Deal Two Me in One Classified   Did you hate that Dan was revealed to be Gossip Girl in the finale? If so, you’re in luck!  Real-life Gossip Girl, Instagram star Deux Moi, is launching a podcast with Cadence 13. Launching January 20th, this gossip podcast will feature weekly guests to discuss the goings-on of the rich and famous. The newest connoisseur of blind items, Deux Moi is infamous among Hollywood elites such as Jennifer Aniston and Adele, and is purported to be either a media insider or a supposed member of an inner circle. Her Instagram is currently sitting at 1.3 million followers and the show itself is poised to bring in a large female skew audience. If interested in this one-of-a-kind opportunity don’t play a game of telephone, just follow the link below. Get The Deal In Case You Missed It How Smart Does Your Brand Sound? Imagine the sound that plays through your speakers when you sign in to Netflix… that’s sonic branding at its finest. The space for sonic logos and sonic branding is more open than ever with a wildly receptive audience as the rule book is still being written. We can help you show up in the right places, in front of the right people, and sound smart. Read More Data, Data, Data, Data (We Heard You Like Data) We know, you’re obsessed with data. While this article came out a couple of weeks ago while The Influencer was on holiday, it’s a great breakdown on how listenership in the audio media space is progressing. Late last month, Amplifi Media shared their take on current media trends and the takeaways are; Clubhouse was a dud, Radio is back… kind of, Pandora’s down, Spotify is crushing, paid audio grew but is stabilizing, Podcast listenership is exploding, but most new listeners are light users, and Smart Speaker use is plateauing. If you’re interested in exploring or expanding your brand’s audio footprint, let’s talk. Read More Is The Future of Video Not Ad-Supported?  Recent data from Nielsen breaks down how Americans watch TV. According to the report, streaming accounted for 27.7% of time spent on television sets, cable captured 37.3% and broadcast had just 26.1%. But looking at which streaming services account for much of the watch-time may have some advertisers concerned because much of it was spent on ad-free platforms like Netflix, Amazon Prime, and Disney+. But the analysis says marketers need not worry, 65% of US consumers say they still watch ad-supported video services at least some of the time. We’re heading into uncharted waters and it may seem daunting, but if your business is trying to crack the fragmented video space, let’s communicate. So, is the future of video not ad-supported? Influencer says: Not likely. Read More This Week in Great Podcast Reads Breaking Beauty, Breaking Language Barriers While we at Oxford Road pride ourselves on developing copy that equips our hosts with the strongest possible introductions to kick off an ad read, we often find that some of the most impactful intros come from host-ad libbed stories. Carelene Higgins proves this in a recent ad read on her podcast Breaking Beauty, a show that recognizes breakthrough people, products, and moments in the beauty industry. Good luck finding a stronger stamp of approval than that of a parent entrusting a language learning app like Preply, to teach her children Spanish. Her ability to create a personal connection like this is what makes choosing a podcast like Breaking Beauty a no-brainer for many advertisers. Listen Here Contact us for a Consultation  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!

By: Dan Granger A neon sign hangs in our office that reads, “Here’s What We Need to Do.” At Oxford Road, our agency business depends on us being a consultancy as much as a service provider. So the quality of our recommendations is the most valuable asset we bring to the market. Besides, everyone has already put out their ’22 predictions, and predictions are only as good as the action they spark. We’re in the performance business and much more concerned with outcomes, so let’s try something new.  These are the seven key initiatives that would demonstrably expand and optimize the podcast industry in 2022 presented as headlines we wish would be published before this time next year:  Top Podcast Networks Join to Create Standard Disclosures for the advertising community Host Read Ads Include Category Exclusivity as Standard Feature Networks Drop “Forced Combo” on All Ad Buys Local News Outlets Join Together to Form Regional Podcast Networks Meta launches Promotion Tools, Allowing Creators to Grow Audience Through Facebook Ads Top Podcast Companies Offer Airchecks and Transcripts Standard for All Advertisers Podcast Industry Gets Serious About Brand Safety, Releases Content Ratings At Oxford Road, we have already created or are in the development of some of these solutions for our clients and will have updates to announce throughout the year. Others are of high interest but not yet on our road map for development and execution. If you read something that connects, I invite you to reach out to me to discuss. We’re happy to collaborate with anyone who wants to protect and evolve our industry. Dan The Classifieds Like Senior Year,Except Funnier You can trust there’s no big little lies here: iHeartMedia and Reese Witherspoon’s media brand Hello Sunshine are producing their first podcast together; to launch January 22nd. Hello Sunshine has amassed considerable media attention and acclaim in recent years, as both a production hub for shows like The Morning Show and Little Fires Everywhere, and the backer of the wildly successful Reese’s Book Club. One of those included authors is podcast host Eve Rodsky, a Harvard-trained lawyer and New York Times bestselling author of Fair Play and Find Your Unicorn. The second impressive host is Dr. Aditi Nerurkar, an expert on stress burnout and mental health from Harvard Medical School. Similar podcasts, hosted by female authors and life coaches, have performed especially well for our performance-focused clients, and with Hello Sunshine’s track record of success, this one is poised for success. If interested just walk the line and follow the link below for details. Get The Deal Fraudsters, Con Artists and Scammers, Oh My! Our partners at Sony have announced the launch date for the newest season of Chameleon. Based on the boom in scammer documentary content (Fyre Festival, Anna Delvey, Elizabeth Holmes, WeWork), the podcasting space has made considerable room for this new subset in the true crime genre. Every season Chameleon deconstructs an infamous scam, and details the moments of indecency and greed that turned everyday stories of desperation into newborn legends. To be launched January 15th, this eight-episode limited season follows the 2003 case of the “Bush Boys”, who duped the world into thinking they were raised in the wilderness of British Columbia, whilst actually being suburban runaways. This is a great chance to test Sony’s limited series model and dip your toe into the true crime genre. No need to blend in, stand out, and reach out for details on this upcoming show. Get The Deal In Case You Missed It Spotify Steps Up CTA Last week at CES, Spotify announced a potentially game-changing technology, the “Call To Action Card”. Now, within the Spotify app, advertisers have the ability to share a visual ad when their audio ads begin to play. At first glance, this seems like nothing more than what audio streaming platforms like iHeart have been offering for years, but what makes this unique is that the visual ad will remain available for up to seven days after the listener has heard the ad, giving listeners the ability to go back and respond, and advertisers the ability to track the traffic back to the podcast read. The cards will run across Mobile, Tablet and Desktop. Spotify has not added this automatically, so advertisers have to opt-in as added value. Spotify currently cannot measure the CTA cards on a creative level at the moment, so all measurement must be applied via their standard podcast measurement solutions, including pixel tracking. We’re actively exploring this new opportunity and will keep readers apprised on the results. Read More Podcast Not Finding New Hits  Despite the vast growth of Podcasts in the past few years, strangely, there haven’t been any new, big hits. According to a recent article on Bloomberg, the average age of podcasts in the top ten is 7 years, and no podcast in the top ten is newer than 2 years old. According to the article, the reason for the lack of new hits is that the number of new podcasts has grown more quickly than the podcast audience, and so the number of listeners per new show is going down. Moreover, with multiple platforms and exclusive content, discovering new shows is harder than ever. As the industry scrambles to find the next Joe Rogan, the takeaway for advertisers in the space is that the tried and true shows that have built their podcast portfolio remain the leaders and show no sign of slowing down. And while new shows may not be making a splash in the charts, we’re actively testing everything that shows promise and sharing the results with our clients and on this blog. Read More As The Cookie Crumbles Pt. 2 The imminent death of the tracking cookie will remain an issue for nearly all marketers as we approach 2023. Therefore, The Influencer will continue to share the most up-to-date information and potential solutions for our readers. Last week, Jorge Poyatos, Co-CEO, and Co-founder, of Seedtag published an article on what his company is doing to help advertisers in a cookieless world. Seedtag’s solution is Contextual targeting using Artificial intelligence (AI). According to Poyatos, their technology gathers information from areas such as web page sentiment, the nuance of the language being used, tone of images and video, and will publish creatives that best fit the context in which it is being served. They claim that as a result, audiences are provided with relevant and engaging content without sacrificing their privacy. How is your brand planning on tackling the death of the cookie? Please share your comments by emailing theinfluencer@oxfordroad.com Read More This Week in Great Podcast Reads An Easy Healthcare Upgrade Leave it up to a podcast like Upgrade, a show that explores how new tech shapes our lives, to find the latest, and possibly most-effective solution, for accessing healthcare in these complicated times. The free app Zocdoc, makes finding a doctor and booking an appointment easier than ever, and if you’re anything like host Myke Hurley, when you want to see a doctor you want to see a doctor now. After all, what better upgrade can you make this year than one that benefits your health? Myke Hurley hosts Upgrade with sidekick Jason Snell each week to break down the latest in technology. In addition, Myke hosts a slew of other shows on his podcast network Relay FM. Listen Here Contact us for a Consultation  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!

This time of year every blog worth its salt will attempt to predict what the coming year will bring. What you almost never see is those same blogs going back and commenting on how accurate their predictions actually were. In an exercise of transparency, but mostly because as performance marketers we are compelled to assign a grade to everything we do, this week we’ll review our 2021 predictions to test the trustworthiness of our crystal ball and share what it means to advertisers as we head into 2022. Read more to find out if Podcast actually hit the $1B revenue mark last year, what the future holds for Radio, and whether or not pixel-tracking on Podcast is truly the gold standard in attribution. Next week, we’ll share our official list of challenges the industry faces in the coming 12 months and provide ideas on how you should prepare. Read the Full Article The Classifieds Unlike the Disney Vault, these Shows Are Here to Stay Cadence 13 has acquired the podcast network Vault Studios, which boasts both an extensive back catalog of limited true crime series and new investigative shows. Some high-profile cases covered include the kidnapping of Jayme Closs, the Austin Bombing Investigation, and the murder of Selena Quintanilla-Perez. Current shows include The Daily Crime, a mesh of daily news reporting and investigative journalism. Every episode, hosts Will Johnson and Reed Redmond interview local reporters and journalists, who relay the details of their criminally undervalued investigative work; the basis of all true crime podcasts’ success. The same hosts work on True Crime Chronicles which releases weekly and focuses on a single unsolved case. These shows are highly recommended for those interested in testing true crime with options to vertically integrate within a network. Click below for details. Get The Deal Follow the Carefully Laid Path to the Classified Below Success can mean a lot of different things in today’s world. Host and CEO Scott Savlov uses his interviews with his celebrity guests to understand and define how they became successful within their particular field. Guests run the gamut, from musicians like Matt Nathanson and Darius Rucker to retired speed skater Dan Jansen, and even 1-800-FLOWERS Chairman Jim McCann. Savlov’s friendly and confident demeanor mines powerful gems relating to inspiration, hard work, and luck, with guests who are often his friends or contemporaries. If you’re looking to target an older male audience, especially those interested in business or society and culture, this is definitely a show worth testing. You don’t need a yellow brick road to lead you to find the details below. Get The Deal In Case You Missed It Podcast’s Programmatic Problem HotPod’s Ashley Carman posted an article yesterday on The Verge to discuss the challenges that have arisen as the Podcast industry moves more and more into programmatic advertising. One misstep the article highlights is one in which an advertisement for the salacious HBO TV show, The Sex Lives of College Girls, found its way onto a podcast made for children. Carmen goes on to share other examples of ads that made their way onto shows that they shouldn’t have, and begs the question, is Programmatic good for Podcast? From an advertiser’s perspective, these missteps may just be the tip of the iceberg. Miscategorization and sometimes vague show classifications may have your advertisements airing places you would never willingly sponsor, and with the number of podcasts increasing every day, it’s virtually impossible for the ad servers to govern 100%. While programmatic advertising does have its place in Podcast, it’s best to tread lightly. In our experience, it’s much more effective (and brand-safe) to let the humans help determine which content your ad airs. Read More The Cookie Crumbles Google’s announcement last year to delay the death of tracking cookies until 2023 gave the collective marketing world a sigh of relief, yet according to a recent article in Forbes, this relief may come back to hurt advertisers, publishers and, the very consumers whose privacy the changes aim to protect. The article, written by Hersh Patel, Founder, and CEO of, Hindsight argues that brands should shift spending away from cookies as soon as possible while seeking alternatives. While Patel’s assessment is a bit self-serving due to the fact that his company offers one such solution, it begs the question of what is your business planning to do when the cookie is a thing of the past? We’re already seeing brands shift dollars out of digital and social media and into video and audio alternatives, perhaps 2022 is the year you learn as much as possible before the cookie is gone for good. Read More The Geek Squad Of The Ad World According to Business Wire, everyone’s favorite electronic store (at least the last one standing), Best Buy is turning its in-house advertising unit into a business designed to help consumer goods makers, even outside its current electronics partners, find customers. President, Keith Bryan, said in a statement yesterday, “with Best Buy Ads, we’re able to tap into the unique relationships only Best Buy has with its customers.” This move mirrors what retailers like Target and Walmart have already done by leveraging their good name to third-party retailers. For marketers, BestBuy’s move offers an opportunity to align with the mega-retailer without jumping through the hoops generally required to get distribution in their stores. Read More This Week in Great Podcast Reads Health, Prosperity, and Headspace in 2022 Looking for the answer to living a more stress-free life in 2022? Just Ask Ronna…and Bryan. In a recent ad read on their podcast Ask Ronna, comedy duo Ronna Glickman and Bryan Safi recommend the mediation app Headspace, as the solution to happier and healthier living in the new year. You can always count on a superteam, with a great dynamic such as this one, to set up a clear problem and opportunity in your ad, then come in strong with the value proposition. Have a listen for yourself, and maybe you’ll decide to start the year off by creating more room upstairs with Headspace. Listen Here Contact us for a Consultation  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!

This week marks the final Influencer of 2021. But before we sign off to spend time with our family and friends, we have a treat for our readers. Strategic Advisor for Oxford Road, and perhaps the all-around best guy you could ever meet, Kraig Kitchin (finally) lends his decades of knowledge to The Influencer this week. As someone who has worked directly with the greatest audio talents who have ever graced their voices to our collective ears, Kraig shares his thoughts on how the recent explosion of the podcast space is creating a new era for the best form of advertising ever, “word of mouth”. Kraig makes a case for anyone who’s not yet jumped into this now, not-so-emerging medium to do it now. Read the Full Article The Classifieds The Other Wild and Crazy Guys It’s easy to say you want to be your best self, but isn’t it more fun to indulge in toxic behaviors now and again? On the new Audioboom podcast, host Lexi Hidalgo says absolutely not and provides bestie-level support to her OG listeners beginning their journey in gratitude, friendship, and wellness. Though she has been climbing the charts as of late, Lexi is the most modest and humble host imaginable, apt to speak directly to her audience as if she is sharing a secret in the comfort of much-needed safe space. Moments is an interesting blend of self-improvement, education, and health & fitness that is bound to do well for marketers seeking female millennials and young professionals. With 100% of the show’s current advertisers being Direct Response, it seems to be working, this show is wide open for testing, this is a plum chance to get in before all the good vibes sell out. Get The Deal True Crime Podcast Sees More Cuts Than Just in the Crease Dark History host, and recent Streamy award winner, Bailey Sarian, has finally released her Youtube series in podcast format. Sarian’s Youtube channel brings together two highly popular trends: beauty and true crime. Instead of doing contour tutorials or PR unboxings, the highly skilled makeup artist sits down and does a full beat while revisiting the grim details of famous true crime cases. Audiences have historically loved seeing her highly technical skills on display as she details morbid tales of cannibalism, kidnappings, and cults. This is a chance to test a new show with a popular and high sell-out host. This new opportunity from Audioboom has already seen heavy testing in Q4 and 100% of their current advertisers are direct response which is always a good sign. If you have a female skew audience or want to delve into a new true crime opp, this is highly recommended. Click below for the glamorous and gory details. Get The Deal In Case You Missed It New Survey Finds Podcast Listenership is Growing (Big Surprise) In case you haven’t been reading, people are tuning into podcasts at an unprecedented level, and a recent Cumulus survey shares the numbers. The key findings from the joint effort with Signal Hill, share that 28% of Americans are now listening to podcasts on a weekly basis – most typically for 5.5 hours per week and that 60% of those who began listening to podcasts in the last year are women. Our little secret has gotten out and marketers everywhere are taking note. Keep reading to see what that means for advertisers looking to jump into the space. Read More Decentraland is Your Land Ads are now available to buy in the Metaverse! For a small price your agency can hold prime real estate in Decentraland’s most creative neighborhood, Voltaire, just a stone’s throw away from Sotheby’s and SuperRare. We found this on the Drum, but the advertising world is starting to embrace, even if tongue-in-cheek, the Metaverse. There may be some interesting opportunities here as things progress. Read More Who To Trust? With Social Media marketing exploding, many advertisers are wondering where they should focus the bulk of their ad dollars. Luckily, eMarketer recently released an article exploring the emerging medium. The article says that while about half of social media users have made a purchase through the platforms in 2021, most don’t feel confident with the idea of purchasing products on the platforms. The eMarketer report details which social platforms users feel most comfortable making purchases on, what’s stopping consumers from purchasing via social media, and how trust in social media platforms relates to the willingness to shop there. Contact us to learn more, by shooting us an email. Read More OXFORd In The News Network Acquisitions Ruining Podcast? Oxford Road’s founder and CEO Dan Granger was interviewed for a recent article on the Verge to talk about how the consolidation of the Podcast space is affecting the marketplace for performance marketers. The article shares multiple examples of how the influx of brand dollars, media consolidation, and a shift from “baked-in” reads to dynamically inserted ads is changing the Podcast landscape, with proponents on both sides of the performance/brand coin sharing their perspective for better or worse. Read More This Week in Great Podcast Reads Self-Help, Fewer Bills So much of what makes a self-improvement podcast like Self-Helpless a top choice for many listeners is the host’s willingness to get candid about their own struggles. Funny women Delanie Fischer, Kelsey Cook, and Taylor Tomlinson are definitely not shy when it comes to tackling a wide range of topics aimed at helping people better themselves. We can now add personal finance to that list as you’ll hear in this recent ad read for Truebill. Their testimonial proves they too suffer from monthly subscription struggles. However, they’ll put you at ease by letting you know there is an app like Truebill to help you cancel the subscriptions you don’t need, want or just plain forgot about. Listen Here Contact us for a Consultation  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!

Last week Oxford Road’s EVP, Strategy & Insights, Giles Martin shared Part 1 of his take on what marketers must think about as we dive into the next year; covering the areas of growing environmental interest, impacts of the post-pandemic work/life balance, and recent strides in attribution. This week, Giles brings it home with the final half of his analysis, the last chapters of his opus. It Is The Worst Of Times, It Is The Best of Times (Part 2) 4. The Collapse of the Funnel 2022 should see significant steps in the coming together of brand and eCommerce, in various guises. For brands that are not eCommerce natives, this is a major initiative and concern, with recent Gartner research indicating that optimization of digital commerce is the number one priority in terms of allocating marketing budget (12.3% of budgets, on average). Not surprising, perhaps, given the explosion in eCommerce and digital media use since the lockdowns. Perhaps more immediately relevant for our clients, this trend can also be seen in systemic shifts in the way the media industry is coming to market, particularly retail media, which has traditionally focused squarely on performance. Now some retail platforms see an opportunity to close the loop between brand advertising and purchase, driving a new phase of growth… Read the full piece HERE. The Classifieds The Other Wild and Crazy Guys Live, from Los Angeles, it’s a new podcast! Saturday Night Live alums Dana Carvey and David Spade are hosting a brand new podcast with Cadence 13, to be launched this upcoming January. Originators of Church Lady and The Hollywood Minute, Carvey and Spade were seminal figures in the 90s era of SNL alongside icons like Adam Sandler, Chris Farley, and Phil Hartman. The duo has reunited to bring us exclusive interviews with SNL’s writers, band members, guests, and cast members in a bid to understand and appreciate the 50-year-old sketch comedy institution. Sure to have countless celebrity interviews and honorific odes to comedy legends past, this podcast is most likely to do well for an older skew client base seeking humor, and is open for testing in 2022. Hopefully, you will think of this show and say, “Well, isn’t that special,” before you seek details below. Get The Deal No Angels Earning Wings Here Have you ever rolled your eyes instead of rolling out the wrapping paper? If so this is the podcast for you. Back for their annual 12 episode season, comedians Ashley Flowers, Holly Laurent, & Greg Hess look through holiday newsletters from very real friends and family to create intricate, hypothetical backstories that cut through cheery facades and obvious backhanded compliments. Adlarge’s hosts comb through Facebook posts, mailed letters, and emails, making for a show that is chock full of festive fun and seasonal sarcasm. Several of our clients who were looking for comedy opportunities in December have already booked, and there’s still time to test. If you are unwilling to venture all the way to the North Pole for a great holiday deal, just click the link below. Get The Deal In Case You Missed It Podcast Interest Bigger Than You Thought Brittany Faison, Insights Manager of the Cumulus Media Audio Active Group, says that based on a recent report, interest in Podcast from both a consumption standpoint and advertiser interest is at an all-time high. According to an InsideRadio article from this week, Faison says, “Podcast spend intentions have more than quadrupled from 10% in 2015 to 44% in 2021. Consideration and usage of podcast advertising have tripled since 2015. And a whopping 71% of podcast marketers and agencies have discussed potentially using podcast advertising – up 73% from 2015. On the agency side of things, Oxford Road is seeing this first hand. Inventory is at a premium and the best performing shows are selling out faster than Shaq. If you haven’t yet locked in your 2022 Podcast strategy, you’re already behind. Read More Roadmap to 2022 Social Media  So you’ve heard from Oxford Road’s experts on what to consider for 2022 in audio and video, but many of our readers are quite heavily locked into Social Media partnerships which, while not our primary focus, is something we monitor. This week, SocialMediaExaminer.com shared their list of predictions from 21 top marketing experts who share their predictions to help you prepare your Social Media marketing plans for 2022. Read More (Great) Grandpa, What Did 1921 Sound Like? “The parties were bigger. The pace was faster, the shows were broader, the buildings were higher, the morals were looser, the liquor was cheaper.” – F. Scott Fitzgerald Ever wonder what 1921 sounded like? You can know, thanks to the “Centuries of Sound” project which is essentially a mixtape for every year of recorded sound. We found this audio gem via James Cridland’s audio newsletter, Podnews, and being the audio/history nerds we are, we found this audio time machine widely entertaining. We hope you do too. Check it out (in the background, we know you’re busy). Read More This Week in Great Podcast Reads A Cycling Ad Read with a Competitive Edge With so many self-proclaimed experts out these days, we’ll never be hard up for information on any subject or hobby.  While it can all be very daunting to sift through, a true connoisseur, like Craig Dalton on his podcast The Gravel Ride, is not hard to spot. As the name suggests, The Gravel Ride focuses on the many aspects of modern gravel cycling. It’ll get you up to speed on the sport if you’re new to it, especially with ad reads like this one for Competitive Cyclist, an online specialty retailer of all-things biking, with a testimonial that’s integrated into the show so naturally, you’d think it was just another segment. You can’t get next-level substantiation like this just anywhere. Listen Here 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!

In this season of gratitude, Jennifer Laine, Head of Marketing at Oxford Road and Executive Director for Media Roundtable, joins for this single episode recap of our Fall Season of Media Roundtable. Together, we look back at the changes we’ve made to the series, how we’re living out the Media Roundtable Values within the Ad Industry, and debate/recap/highlight all ten guests from the last season. For a quick refresher, here are the guest episodes we discuss: 9/8 Rudy Giuliani– Host of Rudy Giuliani’s Common Sense – Self Produced 9/15 Lindsay Graham– Host of American History Tellers – Wondery 9/22 Amy Westervelt– Host of Drilled – Critical Frequency 9/29 Patrick McGinnis– Host of FOMO Sapiens – Self Produced 10/13 Nick Leighton and Leah Bonnema– Host’s of Were You Raised By Wolves? – Self Produced 10/20 Megyn Kelly– Host of The Megyn Kelly Show – SiriusXM 10/27 Dave Mays– Host of The Dave Mays Show – Breakbeat Media 11/3 Bridget Phetasy– Host of Walk-Ins Welcome – PodcastOne 11/10 Julio Ricardo Varela– Founder of Latino Rebels – Self Produced 11/17 Metta Sandiford-Artest– Host of Mettaphorically Speaking – PodcastOne In reflecting on this season, the key takeaway for me is that there are many, many hosts of great programs that are living out the values of The Media Roundtable, advancing truth and civility in journalism, through content that is not just highly entertaining, but seeks to understand people at a deeper level, with compassion and empathy across differences. Most of our guests are doing EXCELLENT work in this regard and have given me renewed hope and confidence in our ability to overcome the challenges of polarization in this country. For those of us in the Media and Marketing business, we do have agency to promote content that aligns with our values and grow our businesses in the process. I’m so grateful for the time you’ve taken this year to read our newsletter, listen to our podcast, and support our work. From all of us at The Influencer, The Media Roundtable, and Oxford Road, thank you for your support, and may this gratitude grace your homes over the holidays as we prepare for a bright new year. Thank you and as always, Influence Responsibly. -Dan Listen to the Episode The Classifieds Grove Founder Helps Clean Up Your Messy Life Ever hear the mantra rise and grind and just want to rest and refrain? Then you must need a good life hack. Grove (not to be confused with Oxford Road Partner, Grove Collaborative) and Milk founder, Chris Hutchins, hosts a weekly podcast to find the best life hacks for all your qualms, whether that’s upgrading your travel plans, solving your inattentiveness, or solidifying your romantic relationship. This life hacker and financial optimizer connect the gap between business, lifestyle, self-improvement, and education with intriguing and informed conversations with experts in their fields. If you’re interested in any of the aforementioned genres, take our performance hack and test today. Get The Deal True Crime Network’s New Home No Longer a Mystery For those of us who have not blocked out the memory of their years in junior high, it’s probably not listed among your favorite periods of time. Lemonada’s new fiction podcast tells the story of 13-year old Noa, a less than popular misanthrope who is trying to stay out of the crosshairs of the social elite. Boasting a talented voice cast, including Rob Huebe,l The Descendants, and June Diane Raphael, Grace and Frankie, as well as actual teenage actors, the entire listening experience feels like an all too familiar recollection of public humiliation and awkward teen romance. Many of our clients have seen success on similar fiction genre shows, and limited custom content packages are still available. If you’re interested in getting nostalgic see details below. Get The Deal In Case You Missed It Personalization Is The Main Course In their recent Personalization 2021 Report, McKinsey & Company reveals that companies who excel at demonstrating customer intimacy generate faster rates of revenue growth than their peers. And, the closer organizations get to the consumer, the bigger the gains. We’re big advocates of McKinsey’s work and their findings are interesting, to say the least. But this does raise the question, when everyone you don’t really know starts calling you by your name does the value of someone using your name lose meaning? Read More Not Exactly Home For The Holidays COVID has changed the work-life balance forever and now we’re starting to see how these new routines and behaviors are affecting retail, both online and in-person. While online commerce exploded due to the pandemic and shows no sign of slowing, many hybrid workers, no longer bound to their cubicles, are now taking quick trips to go shopping during the workday boosting brick and mortar retail sales. While the changing routines during the pandemic were largely very easy to see en masse, this shift is more subtle, but also more interesting long-term. How do you and your customers win in this new routine? Read More The Meta Mashed Potato Casserole Another week, another metaverse piece. Facebook might aim to build an all-immersive digital matrix, but Niantic CEO John Hanke told Wired that what he plans to do is take reality—and make it better. Hanke views the metaverse as augmentation and in his view, it’s a world of ubiquitous computing where computing becomes smaller and less obvious and more embedded in your person or in the environment. If Hanke’s vision of the future holds true, it will make visual search VERY big in the coming years. You heard it here! Read More Spotify Wants The Head Seat at the Audio Table  Spotify continues to push the boundaries of audio as confirmed by their CFO, Paul Vogel last week. Spotify’s ambitions are in the billions. It’s clear they want to rule the “galaxy of audio choices”. Vogel says, “In the next five to 10 years there’ll be 3 [billion] to 4 billion smartphone-enabled phones – why shouldn’t every one of those phones have a streaming audio app [READ “Spotify”] on it?” And they’re not just focused on consumers, it’s all about making it easier for creators too. Spotify’s clear ambitions are not without a cost, however. As they work to make podcasts easier to discover for listeners, and easier to produce for creators, advertisers may quickly see a future where podcast looks a lot more like radio than it did 5 years ago. Read More This Week in Great Podcast Reads A Sandwich, Some Lovin’ and Prison Wine One of the tricks to nailing a great personal endorsement is getting the host to capitalize on their preexisting love for the product. Authenticity is what draws us as the audience to join hosts on their journey of appreciation. For a prime example of this, we look to A Sandwich and Some Lovin’s recent ad read for The Prisoner Wine Company, a recognized Napa Valley favorite with its variety of smooth and rich blends. Host Kellie Rasberry, an established name in the radio game, boasts about Prisoner Wine’s many gifting benefits during the holidays, along with her co-host husband Allen Evans. The spot runs just over four minutes long, and by the end of it, they’ll be sure to have you updating your holiday gift list. Listen Here Contact us for a Consultation  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!

“Life is not about paper.” – Metta Sandiford-Artest Metta Sandiford-Artest, aka Metta World Peace, aka Ron Artest, is ahead of every curve. He was canceled before you could get canceled. He’s been a passionate advocate for mental health for over a decade. And it sure seems like Facebook’s rebrand is following in his footsteps. How did he do it? Maybe it’s because Metta embraces transformation. He’s a podcaster with a new show Mettaphorically Speaking, has multiple business ventures including Artest Management Group, he’s an author, and a grandfather. In other words, he’s come a long way since being at the center of the infamous Malice at the Palace brawl that he estimates cost him $50-100 Million in his career. For marketers shepherding their brands, or recovering from controversy, Metta is living proof that you can change the way people see you. But, it won’t just come through a quick rebrand. It’s through the kind of passionate, time-intensive focus, ownership of mistakes, and years of impactful actions that are impossible to fake. All of which make his new podcast worth consideration for almost any advertiser, especially those looking to connect with authentic influencers like Metta. Click below to learn why Metta had no problem auctioning off his champion ring for charity, how he used his math major for basketball, and the power of forgiveness in this positive, wide-ranging conversation. Listen to the Interview Not up to date on the latest Media Roundtable episodes? Check out the back catalog HERE. The Classifieds Full-Size Comedians Bested by Little Wooden Men There’s a reason yo momma jokes have persisted: trash talk is always entertaining. Comedian and world foosball champion, Kelsey Cook, takes that dictum to the nth degree in her limited series comedy podcast from All Things Comedy. In every episode, Kelsey meets up with a comedian (or comedians), and single-handedly, literally,  bests them in her chosen sport. Both teams banter with the best absurd comments, astute observations, and withering retorts. Insultingly insightful it may be,, there’s nothing insulting about the limited-time testing rate confirmed for these December episodes. A great option for clients seeing success in the comedy genre or those targeting a male-skew audience. Score for yourself during this holiday season by testing today. Get The Deal Back to Basics by Being Back in Braces For those of us who have not blocked out the memory of their years in junior high, it’s probably not listed among your favorite periods of time. Lemonada’s new fiction podcast tells the story of 13-year old Noa, a less than popular misanthrope who is trying to stay out of the crosshairs of the social elite. Boasting a talented voice cast, including Rob Huebe,l The Descendants, and June Diane Raphael, Grace and Frankie, as well as actual teenage actors, the entire listening experience feels like an all too familiar recollection of public humiliation and awkward teen romance. Many of our clients have seen success on similar fiction genre shows, and limited custom content packages are still available. If you’re interested in getting nostalgic see details below. Get The Deal In Case You Missed It Holiday Advertising Myths Busted Like the star guiding wisemen to the manger, Marpipe’s Dan Pantelo points us in the right direction for creative testing this holiday season, encouraging us to let go of the myths many of us hold so dear. Myth #1: A holiday-themed photoshoot is a must. Myth #2: Discounts are the only way to convert. Myth #3: If an ad fails, you have to scrap it. Instead, Pantelo shows how a modular ad-testing design can help you develop the best performing creative for your holiday campaigns. Read More This Weather Report Brought To You By AI Those who are still tuning into the radio for the day’s weather may not be hearing what they think. Radio syndicator, Key Networks partnered with Summit Tech, to develop A.I.-generated weather reports for the stations they serve. The company says “the result is seamless, accurate and as personable as a real meteorologist.” This is just the beginning! We’ve been talking about AI and how it’s creeping into every facet of our lives. Now it’s weather reports, soon we may be tuning in to listening to The Max Headroom Show. Read More SNL Turns Their Sites On You The new season of SNL is shaping up to be better than we’ve come to expect over the past few years, and last week’s episode may have been the best of the season. While the music world is abuzz over Taylor Swift’s 10 min revisiting of her song All Too Well, the ad world is talking about the “Audacity in Advertising Awards” skit. Hosted by “Jake from State Farm” and “Progressive’s Flo”, the troop from Rockefeller Center takes aim at their neighbors on Madison Avenue in a fake awards show that hits a little close to home for us in the industry. Read More This Week in Great Podcast Reads What Gamers Need Most When a host can take the same passion they express toward the subject of their podcast and apply it to a brand they love, it’s a recipe for great ad reads. It’s no wonder why then that What’s Good Games host Andrea Rene recently delivered a killer read for Postmates, the widely used food service app, with a whole lot of flavor. You’re guaranteed to forget it’s an ad when you simply hear Andrea’s love for Pad Thai and her equal umbrage for putting her child into the car seat to pick up food. The video game podcast is certainly no stranger to getting fired up when it comes to reporting the latest in gaming news, and dishes the same in her ad reads with a dash of personal touch. Listen Here 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!

“If you’re not advertising in the Latino space now… in twenty years you’re just not going to be relevant.” – Julio Ricardo Valera Growing up bilingual and bicultural in Puerto Rico and the Bronx, Julio Ricardo Valera didn’t see media that was made for him by people who looked like him. Establishment media (and big advertisers) have long misunderstood that the Latino community is far from a monolith, and younger Latinos, like Valera, simply aren’t served by Univision alone. A Gen-X Harvard graduate, Valera’s desire for English-language Latino-focused media that catered to the younger generation of Latinos led him to create Latino Rebels in 2011. From humble, authentic, and definitely rebellious beginnings, Latino Rebels grew to become one of the top U.S. Latino digital media sites in the world. Valera has spent years building out a deep portfolio of work to serve a community that’s starting to get the recognition it deserves. Valera co-hosts the hit podcast In the Thick (Who Oprah says is “The Best Spanish and Latino Podcasts for Learning—and Laughing”), hosts Latino Rebels Radio, he’s the Editorial Director for Futuro Media, and enjoys millions of downloads annually across all of his shows. Valera’s ability to connect authentically with a bilingual, bicultural Latino audience is invaluable to advertisers. Instead of marketers lamenting that they can’t just translate their English ad into Spanish and call it a day, in Valera’s words, “You’ve got to look at the segmentation as a true opportunity.” Because Valera has been able to build a loyal, underserved audience, that he can speak directly to through the audio medium, he can now definitively state “our demographic is exactly the kind of Latino demographic that you want to be looking for.” And it’s paying off. His shows have attracted big brands such as Progressive, Miller Light, Don Julio, and Oxford Road’s own Indeed. Valera’s mission to authentically serve his community and spread joy is infectious. Click below to hear more from this true visionary. Listen to the Interview The Classifieds Fashionable Instagrammers Zip Over to Audio and Button Up a Deal The minds behind the viral Instagram account Every Outfit on Sex and the City, are bringing their expertise on early-00s fashion, and opinions on Aidan vs Big, to the audio world. SATC experts Chelsea Fairless and Lauren Garroni are brash, opinionated, honest, and are so ingrained in the fandom, even the stars of the new reboot follow them. Clients searching for new topical, comedic shows for their female skew audiences will love this pop culture-heavy podcast who is bringing their large fan base over to audio. Click those Manolo Blahniks over to the link below for more information on this deal. Get The Deal Beauty Podcasters Go More Than Skin Deep with New Show Have you ever been recommended a brand of foundation and it only comes in the lightest ten shades? This was the reality for new podcasters and beauty experts Nyakio Grieco and Melissa Magsaysay. Through a lens of diversity, cultural appreciation, and inclusivity, these veterans of the industry explain the ways it still needs to transform, while also affectionately sharing their cultures and shared experiences as women of color. Similar shows have done well for our clients with high female skew audiences, as well as those inclined to test more diverse options. Be sure to highlight this show for an immediate follow up if interested. Get The Deal In Case You Missed It Hey Alexa! Make My Ads More Interactive According to Voicebot.ai, Alexa is getting a massive vocal upgrade. Amazon debuted new ways for listeners to interact with audio ads played over Alexa-enabled devices this week at its unBoxed event for advertisers. The voice assistant has a better grasp of the ad’s context and its connection to Amazon’s store. Oxford Road is all over this one and when details emerge, you’ll be the first to know. Read More Joe Rogan and iHeart Lead Podcast Media Monitors released their monthly podcast survey and as we’ve seen for months, the leaders in the space continue to be Joe Rogan & iHeartRadio. Media Monitors says iHeartRadio had 15 podcasts that made the top 200 of shows tracked but that The Joe Rogan Experience remains the most listened-to podcast. Rogan appeared to lose listeners after his Spotify deal earlier this year, but during the past two quarters, it has rebounded. So if you’re looking to take over Podcast, you need to reach out to iHeart and Spotify, we’ve got their contact info if you need it. Read More Clubhouse Reruns Clubhouse hosts and moderators now have a new feature that will let creators record an audio room so that anyone who misses the action live can check it out later. The company first announced that the feature was on the way at the end of September but now it’s here, and seems a lot like everything else. The appeal of Clubhouse was exclusivity and immediacy, now it’s nothing more than an episode of What Happens Live. BTW, we love Andy Cohen and if you’re looking at SiriusXM as a marketing channel, you must seek Andy out as an influencer for your campaign. But for Clubhouse, it’s now cheugy. Read More This Week in Great Podcast Reads There…They Said It – And They Did a Great Job Great personalization can be as essential a part of an ad read like the copy itself. As we learn from a recent read on There….I Said It!, some podcasts just know how to do it right. These radio vets preach the powers of Nutrafol, a holistic hair growth supplement, that’s been helping host Georgia Alfredas regrow her hair the past month. For those of us whose hair is their crown, a solution like this can be transformative. The hilarious trio of There…I Said It! offer their unfiltered opinion on just about everything, so when they mention it you know you’re getting the real scoop. Listen Here OXFORd In The News Ad Wars Episode 4 – A New Hope Who do you reach out to when you need an answer to a burning question? If you’re Bryan Barletta from Sounds Profitable, you reach out to Oxford Road’s Creative Director, Stew Redwine. And this time, the question is “should you mention the competition in your advertising”. The answer is, of course, it depends. But as always Mr. Redwine delivers his answer in a whimsical, image-filled journey that anyone involved in advertising must-read. Read More 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!

If Media were Politics, Walk-ins Welcome would be a viable third-party option for Brands. Host, Bridget Phetasy is a walking masterclass in branding, who has pioneered a new, balanced approach to politics and culture. Comedian, writer (Playboy, The Atlantic, Newsweek), podcaster (Walk-ins Welcome), and YouTube star (Dumpster Fire), Phetasy invented the word phetasy to mean “when reality becomes parody” and vice versa back in 2006 for her disruptive greeting card company. Phetasy then adopted the “Phetasy” as Stage-Surname, anchoring her comedic, line-blurring point of view for everything she produces. Self-described as politically homeless, Phetasy has built a successful brand and vibrant community around curiosity, free speech, resilience, and fierce authenticity. Phetasy is a trailblazer of her own middle path, which, while messy, has been ultimately satisfying. She says what she thinks, yet talks with respect to people from all different backgrounds. While much of the world has fled to the fringes, finding commercial success in igniting a far left or far-right base, Phetasy has found a viable business model by directly serving an audience that doesn’t fit neatly into left and right. As you think about your marketing in a way that’s authentic for your brand, one takeaway from Phetasy is to build in the ability to recover from mistakes. Authenticity like Phetasy’s doesn’t demand perfection, it just asks that you seek to act in a manner becoming of what’s truly important to you. Her intellectual curiosity allows for opinions to change, and that flexibility (even when unpopular) is one of the promises her brand makes to her audience, and one of her strongest assets. With so much content trapping brands into a forced alignment with extremes, Phetasy offers listeners and sponsors a third option, bringing wit, humor, and a non-judgemental approach to a world that so badly needs it. Which is why the show appeals to so many performance marketers like Netsuite, Quip, Helix Sleep, and many more. Meet Bridget Phetasy and see if her content is right for your brand in this week’s edition of The Media Roundtable. Listen to the Interview The Classifieds True Crime Trio Makes Their Grand Return The boisterous true crime behemoths over at Last Podcast on the Left indeed have left their home at Spotify, and returned to Stitcher. Hosts Ben Kissel, Marcus Parks, and Henry Zebrowski blend gut-busting comedy, abnormal inquiry, and riveting tales of ghoulish crime to create one of the most unique listening experiences in podcasting today. Several of our clients agree, as they have seen massive success running on this chart-topping show. While these bloodthirsty hosts sometimes cover imagined horror, the horror will become real if you miss out on testing (or re-testing) this large-scale opportunity in their new/old home. Get The Deal Independent Podcaster Goes Corporate Finance guru Ed Mylett is also muscling his way over to the Stitcher roster of shows. The chairman of World Financial Group has enlivened the business genre in recent years with his deeply empathetic and curious-minded interviewing style. Whether he is speaking to political advisors, social scientists, athletes, or fellow CEOs, Mylett provides top-tier insights for his growing audience. Mylett is also a top-performing show for many of Oxford’s clients, especially those interested in finance, entrepreneurship, business, and tech. Synergize your portfolios today by reaching out for this alpha opportunity. Get The Deal In Case You Missed It Meta Player One Mark Zuckerberg attempted to present himself as human last week while unveiling his plans to conquer “the metaverse”. In what seemed to be a chapter from a dystopian novel from grade school, Zuck declared that Facebook will now become Meta, a new company that will encompass all the various existing social media apps and all future projects from the company formerly known as Facebook. While the rest of the world sees this as an obvious move for the company to distance its various apps away from Facebook’s run of controversy, Zuck says it’s about focusing on a future where we conduct our lives through avatars. A world where he somehow seems more human. How this will affect the ad world is to be determined, but for now, it’s coming off cringe. Read More The FTC Weighs in on False Podcast Claims “I use it and you should too” is one of the most powerful phrases in advertising because, as any reader of The Influencer knows, personal endorsements work! Now, the government is making sure those claims are actually true. As reported by PodNews and others, the FTC sent this letter to podcast advertisers warning them that if an endorser says that they’re using your product or service but are not, they will be fined. It’s unclear if the fines will also be given to hosts themselves, but it’s safe to say that when engaging with a podcast host, you better darn-well make sure they’ve actually tried your product. Oxford Road advertisers need not be concerned, we’ve been ensuring your endorsers are as authentic as Mark Zuckerberg talking about Sweet Baby Rays since before we officially started. Read More 2022 Media Planning – Are You A Diaper or Coke? If you’re just starting to think about your 2022 media planning, you’re behind schedule. But if you’re like the many companies currently laying out your strategy for the new year, consider the question MediaPost recently asked, “are you a diaper or Coke”. The ridiculous-sounding question is actually quite pragmatic, however. If your product has a broad consumer base, your marketing strategy will be quite different than if your brand is focused on a much narrower group like new mothers. Assessing your audience scope will inform the channels and tactics you will use to crush your 2022 goals. Need some help? Let’s talk. Read More This Week in Great Podcast Reads Join the Gang As we all know, running a small business isn’t for the faint of heart. However, as one of LadyGang’s hosts teaches us in a recent ad read, Shopify’s new sales notification will remind you “it isn’t the hell of my own making. It’s actually AMAZING.” Praising the eCommerce platform’s backend visibility with its suite of features, she proves that even an award-winning brand like LadyGang knows the meaning of small business struggles. Lady Gang has risen to become a top-performing podcast for many advertisers here at Oxford Road, and with authentic endorsements like this, it’s no wonder. Listen Here 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!

A marketers’ job is to build communities around a love for their product or service. One of the fastest ways to accomplish this goal is to seek out those who devote their lives to serving communities that align with your brand, and locking arms with them. This is where this week’s guest Dave Mays’ story starts. When he was a sophomore at Harvard, Mays started a single-page newsletter to serve the hip-hop community he loved with a pipe dream of becoming hip-hop’s answer to Rolling Stone. With millions of readers, a notorious annual awards ceremony, a nationally syndicated radio show, a clothing line, as well as being the first entrepreneur to introduce hip-hop to Madison Avenue, Mays’ fanzine The Source became an institution. Now, Mays turns his gaze to the world of Podcast with the new multi-media network, Breakbeat Media, built to serve and engage with the interests and perspectives of the hip-hop audience. Whether it was The Source’s unsigned talent column that led to discovering cultural icons like Biggie, DMX, Eminem, Common, and countless others, consciously working to deescalate the East Coast-West Coast rivalry in the ‘90s, or his new podcast network, serving the community he loves has guided Mays’ decision-making from day one. For anyone who’s interested in authentically marketing in a way that will be embraced by a community, Breakbeat Media offers a point of entry to reach the hip-hop community, and this episode is a great first step to find your way in. Listen to the Interview The Classifieds New Network Brings Halloween Vibes All Year Round Summary Yes, it’s Halloween, but Podcast’s most frightening genre thrives 52 weeks of the year. True Crime junkies listen on the edge of their seats and hang onto every word of each show, which is why it’s amongst the top-performing genres here at Oxford Road. The Evergreen company has launched a new network dedicated to this genre with a collection of 9 existing true crime, paranormal, conspiracy, and investigative podcasts now all under one network with a fitting name: Killer Podcasts. The network is ready to make cut-throat deals on new advertisers, so for those not faint of heart, learn more by clicking below. Get The Deal Scary Stories For Creepy Kids Summary Continuing with the spirit of the season, or spirits, this new title caught our eye. Scary Stories for Creepy Kids is a show true to its name. It features scary stories written by kids, told by kids, and intended for kids. In fact, kids are encouraged to submit their own scary stories to be featured on the podcast. Believe it or not, kid-focused podcasts aren’t just for kid products and services. In fact, they have been a top performer from b2b advertisers. Busy parents listen to these shows along with their children, so while the ads may go over the kids’ heads, the parents pay attention and take action. If you’re seeking spooky new ingredients for your marketing formula, come sample this potion. Get The Deal In Case You Missed It Chilling Stats On Global Podcast Listening Because of the success they’ve seen in the channel here in the U.S., many advertisers are seeking to expand their Podcast presence globally.   Released last week, eMarketer’s new report highlights the rapid growth of listenership in the platform across 18 markets around the world and shares what’s to come. Key Stats: Podcasts are most popular in English-speaking and English-proficient countries. North America and Asia-Pacific have the most podcast listeners but wildly vary in adoption among their populations. Several emerging markets are growing their podcast listener base rapidly, particularly in Latin America. This one’s actually behind a paywall, but if you’d like to know more, we’d be happy to share. Email us to learn more. Read More Brands Need to Stop Freaking Themselves Out Branding, not blanding. Warning of a ‘cultural cringe’ and sense of insecurity within marketing, Professor Byron Sharp is calling on marketers to stop the self-hatred and have more pride in their profession, as reported by Marketing Week’s Michaela Jefferson. Speaking at the Festival of Marketing last week, Sharp, director of the Ehrenberg-Bass Institute and long-time critic of brand purpose, argued that from a branding perspective, the widespread adoption of social purpose could lead to brands becoming too similar and consequently being picked off by private labels. Instead, Sharp suggests marketers should have more self-confidence and belief in the good marketing does in the world by itself without seeking a higher purpose. Read More Audio Casts its Spell Over a Generation If Pepsi can name a generation why can’t a CMO? During Advertising Week in New York, SiriusXM and Pandora Chief Marketing Officer Denise Karkos told agencies and brand marketers about how shifting listening trends have created “Generation Audio”, where audio content has moved out of just our automobiles and into every aspect of our lives. The point is, audio is having a resurgence and when they write the Wikipedia entry about who benefited during the pandemic “Audio” will be in alphabetical order right after “Amazon”. Now is the time to define your brand’s sound and stake your claim during the sonic land grab. Read More This Week in Great Podcast Reads Great Ad for This New Slashing Device Declaring war against Rite Aid, Duane Reed, and every other store that sells overpriced razors to women, the hosts of The Hot Mess Comedy Hour are fighting the “Pink Tax” on their recent ad read for female-focused razor company, Billie. The ad, which ran for over three minutes highlighted all of the client’s copy points in a way that only comedian hosts, Andrea Allan and Emily Lubin can do–with plenty of F-Bombs! If you need a razor, go to MyBillie.com. If you need a great podcast read like this one, go to OxfordRoad.com. Listen Here OXFORd In The News Giles Martin Delivers Basket of Brain Candy in State of Voice Report Curious about the latest innovation in voice-enabled audio advertising? Oxford Road’s Head of Insights Giles Martin emerges from his Wizard Lair and shares his thoughts with Instreamatic for their voice AI report, out today. The report includes case studies from Pizza Hut, Infiniti Research Ltd., as well as quotes from execs at Pandora, Mindshare, GroupM, and others. Key takeaway? Brands can stop talking at their customers and start listening to them. Read More 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!

There are plenty of talking heads on radio, cable news, and podcasts. But how many became part of the news cycle themselves, over and over again, on the largest stories of the last century? Enter former corporate-attorney-turned-journalist, Megyn Kelly. Kelly is an enigma. As an early contributor to Fox News, she was handpicked and groomed for success by none other than Fox founder, Roger Ailes. She made waves in 2016 for challenging Donald Trump on sexist comments at a live debate, only to be dragged through the mud for nine months as many far-right conservatives found her challenges unacceptable. Months later, she would come forward as a victim of harassment during Ailes’ downfall, in what Charlize Theron (who plays Kelly in the movie, Bombshell), as the origin story for the “MeToo” movement. After a brief stint with Megyn Kelly Today on NBC, she is back in action with her own media production company, Devil May Care, where her show runs on YouTube, Podcasts, and live Mon-Fri on SiriusXM. Throughout her journey, she has adhered to a strict code of personal ethics and journalistic integrity. If you follow her coverage or how she speaks about people who have tormented her personally and professionally, you’ll hear that she is intellectually honest to her core, as well as a wildly intelligent and talented journalist. She does make enemies from time to time, but it is the opinion of this newsletter that she is worth the risk and that our world would be more balanced, better informed, and less polarized if there were more Megyn Kelly’s in the world. In this episode, we’ll cover the major milestones, good, bad, and ugly of her career. Kelly also shares her perspective on which advertisers are and are not a good fit to sponsor her content, and how she goes the extra mile to make live reads her own… music to the ears of any advertiser. Listen on Spotify The Classifieds Curiosity Killed The Cat, But Drives Performance Data suggests listeners seem to be more actively engaged with shows that explain ‘why’ something happened or ‘how’ something is made, which is why Podcasts that strike the curiosity nerve tend to become top performers for many of our clients. This month, CBS News launched Unsung Science with David Pogue to fit this bill. From the father of the cellphone and the creator of CAPTCHAS to the linguist who created the languages for Game of Thrones, NY Times best-selling author, TED speaker, six-time Emmy Winner, PBS NOVA science special host, and CBS Sunday Morning correspondent David Pogue seeks to satisfy curious (nerdy) minds. Unsung Science tells the behind-the-scenes creation stories of mind-blowing achievements in science and tech, revealing the inspiration and roadblocks encountered while bringing these breakthroughs to the public. So, if you’re looking to reach curiosity seekers, reach out for more details! Get The Deal A Podcast Within A Podcast, Inside a Streaming Service Spotify is known for two things: Streaming Music & Podcasts. Well, the clever minds at the Swedish Streaming Giant have launched not 1 but 2 new podcasts that talk about their podcast & streaming music services. Kind of like a streaming version of Inception. First up is Spotify: Mic Check, which contains intimate conversations with musicians and podcasters from around the world as well as exclusive recordings and more. Next up is Spotify: Discover This, which promises fresh insights on music, podcasts, cultural moments, and social trends. Neither of these should be confused with their existing Spotify: For the Record, which highlights business updates from the company. Getting client performance to work on Spotify’s network has been an interesting road, to say the least, due to their high barrier of entry. However, based on the performance of “behind the scenes” shows, we recommend adding these titles to the list while testing other shows across their network. Trouble navigating the Spotify landscape, we can help. Click below to learn more. Get The Deal In Case You Missed It Political Activism – Your Brand’s New Purpose? A recent commentary piece from MediaPost’s Joe Mandese argues that “brand purpose” will, and needs to be, “brand activism,” including the explicitly political kind. Mandese cites a poll by Digital.com that showed that nearly half (47%) of consumers said they are “unlikely to buy products or services from companies not aligned with their political views.” As a regular reader of The Influencer, you know that this is something we’ve seen coming for quite a while, and while navigating this terrain can be treacherous and full of potential pitfalls, we have a map; and you can trust us because as Mandese claimed in another recent article, advertising is no longer the least-trusted profession. Reach out to learn more. Read More Podcasts Talking Back? Go ahead, pull on that podcast, I dare you. As reported by The Verge, the podcast industry is exploring yet another dimension of an already lean-in medium, true interactivity. Recently, the hosts of Beyond the Screenplay used Spotify’s polling feature to find out what movie series their audience wanted to hear discussed on the show; Back to The Future or Godfather? Listeners were able to easily share their feelings on the subject within the app they were already using (The Godfather won). But live polling the audience is just the beginning. This technology will undoubtedly open an array of unique sponsorship opportunities too, and we’re excited about the possibilities. We’re digging into this one like Indiana Jones. Read More Is There Still Room in The Podcast Sandbox? With the growth of the podcast segment, tech companies across the globe have been investing more into the development of their podcast platforms, which reduces reliance on intermediaries, as well as offers a host of data and advertising advantages. The New York Times and Google are both trying to figure out how to carve out their piece of the Podcast pie with new platforms that will compete with Spotify and Apple. Google has tried to make Podcasts a thing three times before but hopes that their fourth attempt, YouTube Podcasts strikes a chord with listeners. Not to be outdone, NYT is set to launch their newest experiment, an app called New York Times Audio which will host all of the audio products under The Times’ banner, including podcasts, read-aloud journalism, Audm-produced pieces, and more. While details are sparse for these two new endeavors, the trend towards exclusive content does not bode well for advertisers in the space–higher rates, more restrictions. Read More The Rise of Deep Voice Are AI-thentic host “read” ads on the horizon? With AI-Voice Cloning technology getting better every day, it sure looks that way. A recent article in Forbes highlighted how AI-Voice Cloning recently helped tech-savvy crooks pull off a $35 Million bank heist, and researchers are finding that humans are fooled half the time by the current technology (and Alexa two-thirds of the time). This tech is only going to get better, and we envision a near-future where the authentic host reads you’ve been paying for are something you can simply type into a platform and plug into your programmatic buy. In the meantime, we’ve spoken to a few of the companies in the space, and for only five figures, you can literally fake anyone’s voice! Want Howard Cosell to voice your commercial? It’s possible. Maybe you want to make unlimited versions of your founder voicing your ads without having to drag them into a recording studio. Contact us if you want to be on the bleeding edge of voice-tech in advertising and unleash the first AI-Founder campaign in the world. Read More This Week in Great Podcast Reads Sustainable Success We spoke in his week’s issue about how it can be hard to align your brand with hosts who believe in your company’s mission. This effort becomes a lot easier when your mission is to save the planet. In addition to providing eco-friendly home essentials, our client, Grove Collaborative is working to eliminate plastic waste. On a recent episode of Dear Shandy, hosts Sharleen and her husband Andy go on for over three minutes to talk about the Grove products they like the most and how they love the fact that the company has made a declaration to be 100% plastic-free by 2025. With authentic, honest reads like this, it’s no wonder Dear Shandy is such a solid performer for many advertisers. Listen Here 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!

What can manners teach you about marketing? Based on this week’s episode, quite a lot. Emmy Award-winning journalist Nick Leighton and stand-up comic Leah Bonnema are the creators of the hit podcast Were You Raised By Wolves? a show about etiquette and manners in everyday life, and they join The Media Roundtable to connect what mamma taught you to a sound business strategy. The Media Roundtable exists to encourage civility in our national discourse–Leah and Nick have found a way to further that same mission in personal interactions through honesty and setting polite, yet firm boundaries. Coincidentally, their ability to set those same boundaries as a brand is what makes them so valuable to advertisers. For one, they only partner with companies they believe are a fantastic fit for their audience, and (even more important) they actually believe in. As a result, Leah and Nick have tapped into hidden universal experiences to create a truly sticky podcast with a deeply engaged fanbase. Listen on Spotify The Classifieds The Airforce 2 of Podcasts With tried and true performers like West Wing Weekly and Office Ladies, ‘TV Rewatch’ is one of the highest-performing genres for the performance marketers we work with here at Oxford Road. Because of the success of this subgenre, we’re now seeing an influx of similar shows filling your podcast suggestion inbox. Case in point, Kast Media’s new watch-along podcast, Second in Command based on HBO’s Veep. Each week, Veep co-stars Matt Walsh and Timothy Simons will dive into a rewatch of a new episode to see if they can remember what actually happened on set. From on-set memories to interviews with cast & crew, Veep fans will get a behind-the-scenes look into the hit show. We highly recommend testing this show for any clients looking to reach what is likely an educated and higher-income audience. Get The Deal The Stars Align In our “Classifieds” section, we usually feature the latest podcasts that catch our ear. This week, we’re expanding horizons to feature an opportunity from SiriusXM. This holiday season, SXM “STARS” Channel will be featuring the platform’s top 100 interviews of 2021. This special year-end event will be hosted by Jess Cagle and Julia Cunningham and will feature a compilation of the year’s best interviews with the biggest names in pop culture, entertainment, and sports, as heard on SiriusXM over the past year. Oxford Road clients with consumer products typically perform best on these lifestyle format channels, so we highly recommend integrating your brand with live reads, sponsorships, and other elements offered as part of this opportunity. But don’t wait too long – the deadline for integrations is November 1st! Get The Deal In Case You Missed It Spotify Exclusivity Exodus Ahead? Comedy-horror podcast The Last Podcast on the Left announced Tuesday that they are walking away from the exclusive partnership they signed with Spotify in 2019 to join SiriusXM’s Stitcher; the second podcast to exit such a deal. The move is a sign of the growing competition for talent in the podcast space as audio streaming sites work to draw larger audiences. While the show says they learned a lot from Spotify over the past two years, they are seeking to reach larger audiences, which can be a challenge as Spotify-owned shows typically can only reach ⅓ of the podcast listenership because they’re not distributed on other platforms. For hosts like those on TLPOTL who rely on touring, reach is key, and Spotify is not delivering. Is this the beginning of a mass exodus from Spotify’s exclusive partnerships? Perhaps. The Influencer will make you wise. Read More Which Podcast Genres Have The Biggest Reach & Overlap Excuse me, but your reach is overlapping. At least, that’s what this chart from Nielsen says. With 41% of Americans listening to podcasts each month and the average listener downloading seven shows per week, do you really need a chart to know a news podcast listener also listens to other podcasts? How about a chart with PERFORMANCE data about what WORKS? We have those. Let us know if you’d like to see ours. Read More Brand. Sonic Brand The Bond of Audio. The James Bond film franchise released its latest installment, after a long wait, this past weekend. While it may have launched with a measly $56m at the box office, the iconic sound of the James Bond melody was there, as it’s been for decades. “Nearly 60 years since Vic Flack was paid just £6 to strum the famous reverb-filled guitar riff, the Bond theme still manages to evoke simultaneous waves of nostalgia and excitement without sounding dated.” With audio on the rise everywhere, all the time, it’s a missed opportunity if your brand doesn’t have an instantly recognized sound. Are we talking jingles here? A distinct sound? A duck quacking “Aflac”? Yes. Because you can’t build 60 years of nostalgia if you never start. Let us help. Read More NYC Iconic Radio Station Turns 100 Your great-grandpa’s radio station is having a birthday. New York radio powerhouse, WABC is celebrating 100 years of broadcasting with a year-long celebration that will feature special guests, interviews, milestones, and remembrances. Just part of their unique history includes when Rush Limbaugh launched his first radio show back in 1988. This audio thing has been around for a while and has a rich history. While technology continues to reshape the way we live, much stays the same. In audio advertising, the deep personal connections hosts create with their audiences and their listeners’ desire to be entertained, informed, get motivated, or simply relax have been a constant for a century. At Oxford Road, we agree with Mark Twain, “History doesn’t repeat itself, but it does rhyme.” Read More This Week in Great Podcast Reads A Better Quality of Life Through Science It’s always great when we can find hosts who are interested in the products we ask them to endorse. It’s even better when they truly need them. Last week, host Lynette Carolla and Stefanie Wilder from For Crying Outloud shared their intimate experience of needing to find a solution for their migraines and lauded our sponsor Cove as a solution for listeners who suffer from these debilitating headaches. In the planning process, Oxford Road sought out hosts that had suffered from migraines, and the hosts from this show were amongst the first to raise their hand. This read is an example of how media planning and creative execution can join forces to create a partnership that not only drives performance for clients but rings true to the listeners. Listen Here Contact us for a Consultation  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!  

The first rule for marketers is the same as for doctors: don’t make anything worse. At a time when 79% of Americans say they’d boycott a company for ethical reasons, it can be hard not to step in it, especially diving into the fraught media-buying landscape. Better to skip the news genre altogether than accidentally run an ad next to something controversial that creates a tweetstorm, right? The only problem is if we can’t tell good news from bad news, we end up with a bleak future where there’s no good news to support at all. We’re not overstating it when we say that finding Vanessa Otero was a miracle. Otero is the founder and CEO of Ad Fontes Media (Latin for “to the source”), the virally successful Media-Bias Chart creator. This chart has the power to change the way you buy media forever, find some incredible deals on overlooked news sites that deserve your support, and even make this year’s Thanksgiving dinner table conversation more civil. Not convinced? Have a listen as Otero, our very own Dan Granger, and industry veteran Eric John of IAB break down how we got to our toxic state of polarized tribalism and the way forward with civility and positive ROI for all. Watch The Interview The Classifieds With a “T” What’s better than a Billionaire Mindset? You guessed it, a TRILLIONAIRE Mindset. If there’s one consistent fact across Oxford Road’s b2b clients, it’s that entrepreneurial podcasts are generally winners. Whether it’s a side hustle show, investing tips, or just general motivational content, this genre resonates with decision-makers. In conjunction with Tiny Meat Gang Studios, Audioboom has an opportunity to integrate your brand with Trillionaire Mindset, a hybrid podcast & YouTube show. Hosted by Ben Chan and Emil DeRosa, an unlicensed Wall Street trader and his skeptical best friend, highlights the finance world’s funnier side. They tackle popular stocks, the role social media plays in trading, and dive into the underbelly of the US Economy. If you are a b2b advertiser, consider Trillionaire Mindset for your next campaign. Get The Deal Succession = Success West Wing Weekly and Office Ladies are two of the most popular entertainment podcasts that perform for nearly every advertiser who touches them. Moreover,  other shows in this TV show “watch-along” genre have shown signs of success. Later this month, HBO’s Succession returns for another season, and we’re excited to check out its unofficial recap podcast called The Sweet Smell of Succession. While technically not a watch-along, this show will recap each week’s episode, and speculate the future of all of the happenings and drama at Waystar Royco. Grab some popcorn, throw on your Tommy John loungewear, and get your brand involved with this promising new show by clicking below. Get The Deal In Case You Missed It What Makes Audio Ads Successful? In this short video, Westwood One’s Pierre Bouvard succinctly lays out how “audio ads” vastly differ from “video ads”. At least if you want them to be successful. For audio ads, the brand is mentioned early and often (first 3 seconds please) and, if you’re going to make your ads different from each other, make them significantly different. Don’t just change the 3rd line of the body copy. Make a funny ad and a sad ad. Make ads with meaningfully different offers, so you have something to test. We couldn’t agree more. Reach out if you want to test audio the right way, we’ve got some ideas. Read More Hey Look… We Found More Places to Insert Commercials! But, but… Captain Kirk didn’t have to hear ads when he was talking to his computer! It’s not fair! Even though the StarTrek future of voice tech is becoming a reality, there’s one thing that the prognosticators of the future left out, and that’s the cold hard reality of advertising (as well as any garments other than unitards, hopefully). According to a recent article from Voicebot, Amazon is secretly testing ads in Voice games. Surprise! Who do you think pays for all the nice things we have around here, huh? As Voicebot Founder Bret Kinsella puts it, “This might not be what you wanted when you thought about your friendly assistant helping you each day. But, advertising appears to always be the unstoppable force”. The Influencer agrees. Rates and details to follow as they become available… Read More Everything Old is New, Again Remember the days when getting an email or a text was exciting? Maybe we’re showing our age, but there was a time when digital and email marketing was the bee’s knees and traditional forms of advertising like direct mail and radio were passé. According to the Valassis 2020 Consumer Study, Radio and Direct mail are packing a powerful punch for performance marketers. With Radio establishing an emotional connection and Direct Mail bringing it home with the “reasons why”, the combination of these decades-old media strategies are proving successful for many marketers. “58% of Millennials, 62% of Gen Xers and 65% of households with incomes of $100,000+ said the direct mail they received led to a purchase during the past 30 days.” With Social Media and Digital efforts losing their steam for many marketers, it may be time to look into what’s worked in the past. Read More Wendy’s: Home of the Square Burger and Now The Square (Actually Rectangular) Phone To what lengths will you go to “engage” with your “super fans”? Wendy’s Canada is trying by releasing a souped-up version of a Samsung Galaxy with a “Hey, Wendy” digital assistant. While we applaud the creativity here, there is a better way to connect with your hard-core audience while reaching additional “potential” fans. Loyalty is a lie–can you even imagine who will actually buy a “Wendy’s Phone”? To win, you’ve got to reach more people all the time, and according to recent media trends, the surest bet right now is including Audio into your strategy. Let us show you where’s the beef. Read More This Week in Great Podcast Reads Fast Growing Response for Fast Growing Trees We now live in a world where we stand in front of the microwave and beg it to work faster. For this week’s client showcase, we’re featuring Fast Growing Trees, the company that has fast-tracked the ability for you to choose plants, trees, shrubs, and more, that are guaranteed to explode with growth in your location. Last week, Stephen Robles from Apple Insider ran an ad about how he purchased a persimmon tree from FGT for his house and, on his own dime, went on to buy two more plants from the company because he loved the process so much. Thank you Steven for the great read, and thanks again for truly believing in the clients you sponsor! Listen Here Contact us for a Consultation  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!

The first rule for marketers is the same as for doctors: don’t make anything worse. At a time when 79% of Americans say they’d boycott a company for ethical reasons, it can be hard not to step in it, especially diving into the fraught media-buying landscape. Better to skip the news genre altogether than accidentally run an ad next to something controversial that creates a tweetstorm, right? The only problem is if we can’t tell good news from bad news, we end up with a bleak future where there’s no good news to support at all.  We’re not overstating it when we say that finding Vanessa Otero was a miracle. Otero is the founder and CEO of Ad Fontes Media (Latin for “to the source”), the virally successful Media-Bias Chart creator. This chart has the power to change the way you buy media forever, find some incredible deals on overlooked news sites that deserve your support, and even make this year’s Thanksgiving dinner table conversation more civil. Not convinced? Have a listen as Otero, our very own Dan Granger, and industry veteran Eric John of IAB break down how we got to our toxic state of polarized tribalism and the way forward with civility and positive ROI for all. Watch The Interview

Success has many fathers, but FOMO only has one. His name is Patrick McGinnis. Yes, he’s a venture capitalist, writer, speaker, and creator/host of the hit podcast FOMO Sapiens, boasting over 2 million downloads, but his true place in history has been secured as the literal inventor of the Oxford Dictionary-recognized word “FOMO” (Fear of Missing Out), naming the psychological force that has shaped our feelings (and marketing strategies) for years whether we knew what to call it or not. Join us as we dive deep into the origins of FOMO, as well as how a small group of well-placed, credible users of the phrase allowed it to spread (which sounds like a case study for a successful influencer campaign). We also get into the responsible marketing use of FOMO (and the unethical kind), and McGinnis’s rule of thumb for how to avoid the FOMO trap and make decisions faster (at least when it comes to the infinite media options at your fingertips). Oxford Road’s own EVP of Strategy & Insights Giles Martin also stops in as we explore what kind of demographic info for podcast audiences is the most helpful, and what kind of rich audience insight advertisers should be looking for from their podcast hosts. McGinnis also outlines the “valuable gift” approach he uses to figure out what advertisers he’s most excited to work with. We truly mean it when we say, you don’t want to miss out on this one. Listen to the Episode The Classifieds What Makes TikTok Tick Think you know TikTok? Sure, you may spend hours mindlessly scrolling the app, or maybe you spent all weekend mastering the latest TikTok dance. But do you know what makes TikTok actually tick? Rolling Stone’s senior writers, EJ Dickson and Brittany Spanos, are here to help with the launch of Don’t Let This Flop. This weekly “Tik Tok Explainer” analyzes the latest social trends, explaining why some ‘Toks go viral and why others, well – flop. DLTF will keep listeners up to date on the fast-paced, fastest-growing, and highly influential social media destination–explaining why it’s so influential in the process. While we don’t have an official Oxford Road TikTok account just yet, we do know that its popularity is sure to attract the masses to tune in, so click below to get in on this new podcast to impress your Gen Z friends and kids. Get The Deal All About That Podcast The ingredients for most top-performing podcasts for Oxford Road clients include personal lifestyle content, self-help advice, and a dash of celebrity. Workin’ On It with Meghan Trainor and her big brother Ryan Trainor check all of these boxes. From navigating Hollywood as a new mom to struggles with mental health, and everything in between, Meghan, Ryan, and friends get into the nitty-gritty of their lives and leave no details behind. Deep-dives into the personal lives of celebrities are always a major draw for listeners, so we recommend testing this show now while it’s still new and getting some attention. Because sometimes it’s about more than the bass. Get The Deal In Case You Missed It The Time to Learn Audio WARC did the maths, it’s time to invest in the audios. A new study from WARC and iHeartMedia uncovers a massive audio investment gap in most marketing campaigns and makes a compelling case for marketers to close it. While it’s unsurprising that iHeart, a company so heavily vested in audio (850 terrestrial radio stations, 250k+ podcast, and one of the largest streaming platforms in the US) would release a manifesto on the benefits of the media they own, some of their findings are surprising. According to the report, 31% of media consumption is audio, but just 9% of budgets are allocated to audio platforms. The report goes on to highlight the effectiveness of audio advertising as a whole and delivers a call to arms for brands and agencies to invest more of their budgets into all things audio. The report closes with, “the time to learn audio is now…those who act now will be best positioned to profit in audio’s everywhere world”. The actual report is behind a paywall and while we can’t share it here, reach out to us directly if you’d like to see it in all its PowerPoint glory. Read More Post-Pandemic Media Consumption Remains High While in 2020 we saw most Americans consuming far more media than ever due to lockdowns, a self-reported study from Mindshare shows that Americans are still spending more time with media than they did pre-pandemic. Mindshare says, “while self-reported, the data indicates that Americans continue to perceive their overall media consumption to be expanding, especially for digital and on-demand media options.” As we move into this year’s final quarter, marketers will benefit from increased engagement across all forms of media, but as a result, demand for these properties is at an all-time high. If god-forbid you still haven’t locked in your Q4 strategy, you need to do it now before it’s too late. Read More SiriusXM and Apple Launch Marvel-Nerd Heaven This week, in podcast paywalls, Marvel and SiriusXM have launched a new Apple Podcasts channel, including a paid subscription tier. The new channel offers scripted, and unscripted Marvel shows through apple podcasts, including; Marvel’s Wolverine: The Lost Trail, This Week in Marvel, and Marvel/Method featuring Method Man. Yes, the competition for your fanboy podcast now includes a member of the Wu-Tang Clan which ain’t nuthing ta F’ wit. While sponsorship details are still somewhat scarce, paying a subscription usually means no ads. The Influencer will keep you apprised. Read More Happy International Podcast Day! Tomorrow is International Podcast Day. Yeah, it was news to us as well. But before you fire up the BBQ to grill burgers while binge-listening Season 3 of Dr. Death, we’d like to share some fun facts on the medium that is so dear to our hearts. There Are Now Over 2,000,000 podcasts with 48 million episodes. More Americans Listen to Podcasts Than Have Netflix Accounts Sweden Leads The World In Podcast Consumption Almost 90% of Podcast Listeners Say the Ads Are Effective What can you do to celebrate International Podcast Day? Start advertising on them! Read More This Week in Great Podcast Reads A Smart Ad From Dumb People On a recent episode of their podcast, Dumb People Town, comedians Daniel Van Kirk and Randy Sklar talked about their experience with the financial app, Truebill. During the onboarding process, we learned that Dan, one of the show’s hosts, had been using Trubill for years before us reaching out to him for sponsorship which makes creating a personal connection with the advertiser easy. While there’s nothing funny about overpaying for subscriptions you don’t want or need, Dan shared his experience with using Truebill in a way that informed while entertaining the audience. They also managed to share the stories of others who used the app to manage their subscriptions and save money. Onboarding is important and when done right, you get magic like this! Listen Here Contact us for a Consultation  OXFORd In The News Industry Leaders Search for Next Podcast Star Oxford Road’s very own Joint Head of Client Service, James Ingrassia, sat on the judging panel for LaunchpadOne & LivexLive’s Self-Made Podcast Competition in search of Podcast’s next big star. The panel, which consisted of Adam Carolla, Kaitlyn Bristowe, and other industry experts made their final votes this week, and the winner will be announced tomorrow, International Podcasting Day. The winner will receive a $100,000 podcasting deal, and will hopefully rise to the top of Oxford Road’s performance lists across our roster of clients. Read More 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!

Years ago, advertisers could essentially run their commercials anywhere, as long as they hit their marketing objectives. But today, more and more advertisers demand far deeper insights than just what their ads mean to their bottom line. Marketing in today’s climate is about not only knowing if something “works” or not but, you want to feel good about the media you support. To that end, we’re excited about this week’s guest whose work through the podcast network she’s created and the shows she hosts is extremely purpose-oriented. Our guest this week is Amy Westervelt, an award-winning climate print and audio journalist. Westervelt is the founder and executive producer of the Critical Frequency Podcast Network, and also the host of the hit true-crime climate podcast Drilled, along with the upcoming podcasts Rigged and Damages. Westervelt is a podcast giant not only for the massive amount of thoroughly researched journalism she’s produced but for the sharp insight she has into her audience that makes her a case study for successful podcast marketing. Tune in to learn why lawsuits are the sign of a great story, why fact-checking on podcasts is so much less common than on radio, what it looks like when climate change deniers go after Big Oil, and why all the moderate climate solutions are no longer an option. Joining us also is Oxford Road’s very own Kristin Duenas, to discuss how advertisers’ dollars can come with strings attached, and how Westervelt works to maintain her journalistic integrity. Listen to the Episode The Classifieds Reinvention Never Sounded So Good Okay, back to the inspirational and influential. This December, NPR is launching a yet-to-be-titled podcast hosted by ESPN commentator and former NBA player Jay Williams. After a career-ending motorcycle accident took him out of the league, he had to get creative with his comeback and self-reinvention. Each week, he’ll go deep with icons from the worlds of sports, entertainment, and pop culture, discussing the strategies people need to grow empires out of their personalities. From rappers to CEOs, listeners will learn the mindset needed in order to win in life. From our perspective, this show seems like it will be a cross between How I Built This and The Tim Ferriss Podcast; if that holds true, not only would it be a perfect fit for B2B advertisers, it should have mass appeal any brand looking to identify with uplifting and aspirational content. While more details on sponsorship opportunities will be shared as they become available, advertisers interested in the initial vetting process should reach out now by clicking below. Get The Deal Some Kind of Monster Each week in The Influencer, we often feature new podcasts hosted by influential and inspirational people. Well, our friends at PodcastOne have recently released a show that takes a turn in the complete opposite direction. This Is Monsters is a podcast that tells the stories of some of the worst people who have ever existed. Each season of this “video-first” podcast focuses on a new theme that will make your blood run cold. Child killers, torturers, and family annihilators are just a few of the gruesome topics in the line-up. There is a warning, though: This show will contain graphic content. Despite the morbid nature of this show, other podcasts with equally cringeworthy content (Dr. Death, Casefile, Crime Junkie, True Crime Garage) are part of many of our advertiser’s top-performing shows. While audience data is not yet in on this show, based on the audience profile of similar programming, we expect a 65%+ female skew and an average age in the low 30’s. So if your brand is open to going deep, DEEP into the darkest parts of the world of true crime, we recommend taking this show for a ride (just not alone or at night). Get The Deal In Case You Missed It Spotify to Surpass Apple Podcast According to eMarketer, Spotify is set to dethrone Apple’s share Podcast listenership this year, which is a full year earlier than originally projected! With US podcast listenership continuing to grow (projected to reach 40% of the population by 2024), how they’re receiving the content is changing. While Apple has literally done nothing with the industry they created, Spotify has made strides in securing exclusive content like The Joe Rogan Experience, creating a more user-friendly way for users to listen to and discover new content, and streamlining monetization for content creators. Apple’s loss of supremacy comes at a cost for podcast advertisers, however. Unlike Apple, Spotify controls the ad dollars placed on their exclusive programs and therefore has everything to gain by making their own rules. Ultimately, Spotify will hold the key to setting spend minimums, raising rates, and dictating what types of ads run within the shows they own, which isn’t too many podcasts in the grand scheme…yet. So far, they’ve mostly been playing nice – hopefully, it stays that way. Read More Start Thinking Smart Speakers The Influencer warned you years ago. According to Westwood One’s 2021 Audioscape report released this week, Smart Speakers are in 40% of US homes and growing. 66% of them are Alexas, 6% of listening time is on podcasts, and 13% of listening is on good ol’ AM/FM radio (second to only Amazon Music). This massive adoption is similar to what our forefathers saw 100 years ago in Radio. So, are we saying it’s taken 100 years, but smart speakers are basically just a radio we can talk to? Yes, that’s what we’re saying, and like radio, you can advertise on these too. Read More Digital Ad Growth Rebounding While the pandemic saw wild shifts in ad spending across various business sectors last year, it appears as if things have mostly rebounded. A recent article from eMarketer shared ad growth for various industries over the past three years and a forecast of what’s to come. According to their forecast: Retail, consumer product goods (CPG), and financial services still rule in digital ad spending. Entertainment will grow the fastest in 2021, thanks to pent-up demand from 2020. Retail will grow the second fastest, by 34.5%. CPG will also exceed the 30% threshold by more than a percentage point. Yet, Auto, telecom, healthcare, and pharma will account for smaller shares than before If you find your industry in one of the rapid growth industries, competition will be fierce over the next two years. Differentiation and a rock-solid media strategy will become increasingly important in order to stand out from the pack. Read More A/B Testing On Steroids Creating and testing digital ads can be one of the most annoying parts of digital marketing. To do it right, it takes a team of designers to develop the ads, many of which fail, but even worse, is when the results are inconclusive. Our partners at Marpipe, who are in the news this week for having just raised $8 million in a round of funding, is the digital design platform that tracks your conversion data. They use AI to create thousands of ad variations in minutes, deploy them, and provide real-time insights broken down by each component. While we’ll still let the humans write TV and Audio ads, the time has come to let the robots do the heavy lifting on the digital front and based on the data we’re seeing, they can make your digital ads work better, a WHOLE LOT better. Read More This Week in Great Podcast Reads And Now Your Moment of Zen It’s great when a podcast host reads your copy perfectly. It’s even better when they include a personalized example of how they’re using your product or service within the ad. But when you have 4 hosts individually speak at length about your product or service, it’s magical. That’s exactly what happened on last week’s episode of #SistersInLaw when the hosts joined forces on their read for the Headspace meditation app. Joyce Vance, Jill Wine-Banks, Barb McQuade, and Kimberly Atkins each shared with their audience exactly how and why they’re using Headspace to relax and improve their minds. This is what happens when you combine a product people love with ad copy that allows the hosts to personalize. Thank you #Sisters for your amazing work. Listen Here Contact us for a Consultation 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!

They say history repeats itself, so there may be no better person than American history aficionado and podcast mastermind Lindsay Graham to show us what we have in store for the future of the medium. Lindsay’s podcast pedigree is unmatched, with nearly everything he touches worthy of sponsorship consideration for most advertisers. This week, he gives an insider’s look at the myriad of things it takes to make a great podcast and what he desperately needs from the brands he endorses. Lindsay Graham (the podcaster, not the other one) has had a chart-topping rise to podcast prominence at the same time as the podcast industry itself broke into the mainstream. Over the last past few years, Graham has evolved into a podcasting titan. He’s the Webby Award-winning host of American History Tellers, American Scandal, and American Elections: Wicked Game. He’s also the executive producer of scripted podcasts 1865 and Terms and has worked on Dirty John and Dr. Death, among many others. Needless to say, Lindsay Graham has impacted tens of millions of listeners through his work. Tune in to our conversation for gems such as why our nation’s messy history is a comfort during troubling times (which period is the best analog for our current polarization), and what one change to the country’s history he thinks would’ve had the greatest impact on racial inequality today. Along the way, you’ll also learn how the industry has changed during his watch, the hallmarks of his productions, and tells advertisers exactly what he needs to make a great ad read. Click below for the entire fascinating chat with a podcaster who is unparalleled at making sure the past can speak to us now. Listen on Spotify The Classifieds Put The Podcast in The Basket The spooky season is right around the corner, so the timing is perfect for Where the Bodies are Buried, a first-of-its-kind True Crime podcast that features renowned serial killer profiler Phil Chalmers. Each episode features Phil conducting behind bars interviews with incarcerated psychopathic serial killers. His unprecedented connections within the prison system coupled with his law enforcement relationships and the entrusted “friendships” he’s made with notorious killers provide this series access to information thought otherwise impossible to obtain. True Crime kills it (pun not intended) for most of our response-driven campaigns, so you won’t want to miss out on testing this one. Get The Deal You Shouldn’t Miss Out on the King of FOMO Calling all clients who are targeting entrepreneurs & multi-taskers: We just learned something new: The term FOMO (Fear of Missing Out) was coined in 2004 by Patrick J McGinnis, venture capitalist and author of The 10% Entrepreneur. Eighteen years later, Patrick is back in the FOMO game with his new podcast FOMO Sapiens. Each week, Patrick talks to leaders in business, entrepreneurship, politics, and culture about how they choose from among the many opportunities in their busy lives and find the courage to miss out on the rest. Marketers, particularly in the B2B space, will not want to experience FOMO by not testing this show (pun intended), so hit us up for the details. Get The Deal In Case You Missed It Podcast Upfront Cliff’s Notes The podcast industry united virtually again this year to discuss all things podcast for IAB’s 2021 Podcast Upfronts. While Oxford Road advertisers can get a more detailed overview of this year’s proceedings based on our team’s involvement in the event, Digiday has curated its snapshot of everything that transpired. For us, it’s bizarre that Digiday and other companies are talking about contextual targeting in podcasts as a “substitution for programmatic.” Podcast has been built on contextual targeting. We know the mind frame and appetite of an audience listening to a true-crime show, or a self-improvement show, or an investing show. That’s part of the power of the channel. Contextual has been, or should always have been, part of any smart marketers’ podcast plans. Contextual is not a substitution for programmatic. Programmatic is a substitution for contextual, or rather, it will perhaps be found to be a satisfactory substitution for it and for authentic host endorsement and enthusiasm. Programmatic has a long way to go in podcasting. As usual, this is paid lip service to and casually glossed over, but any performance marketer worth their salt knows this data is over-hyped and often best avoided. This article from Forbes makes the point clearly; an academic study found a single digital data point – gender – was correct only 42% of the time. To summarize, pre-recorded host read ads can work, and the industry’s rush into ever-more supposed efficiency can’t be stopped, but there are and always will be some holdouts, that recognize the value of real, authentic, passionate product endorsement. If advertisers can’t get that on podcast anymore, many may start looking to other influencer channels, which if things continue, would be a legitimate substitution. Read More The Sound of Dunkin’ Dunkin’ Donuts recently drove 238% higher engagement with audio ads while piloting a new solution that dynamically matches ad content to what the user is listening to in real-time. According to MarketingDive.com, the test used an AI platform to match the background music of the ads to the content in which the ads were being served. In addition to making the ads less disruptive by matching the tone of the content on which they’re delivered, the AI integration reportedly reduced production times by up to 95% when compared with traditional methods. Everything is dynamic, and while we won’t trust the words we say to AI technology just yet, it seems it’s doing a fine job at making your ads work just a little bit better. Read More Big Brother & Chad Are Watching Smart Glasses were the talk of the tech world a few years back when Google introduced Google Glass in 2014. The problem; they were too expensive and they made you look like a tool (or as the recent NYT article more accurately describes, a “Glasshole”). Enter Facebook’s partnership with RayBan. The tech and eyeglass giants have teamed up to create smart glasses that retail for under $300 and allow you to take pictures and video while streaming your favorite podcasts. Will the ease of using your favorite shades increase the time spent in audio? Probably. But as our virtual and reality lives meld together in a Ready Player One-esque world, at least we’ll look like Chad’s and not Glassholes. Read More Joe Rogan – Still Not Cancelled (Retraction) In last week’s edition, we shared an article about Joe Rogan’s reported cancellation of his contract with Spotify. While we correctly declared that the rumors stemming from a post on Patheos.com were completely farcical, we neglected to acknowledge the fact that the primary source of this knowledge came from an article written by the folks at Podnews who broke the story last week. Thank you, Podnews for your continued efforts to report on all things in the world of podcasting. Read More This Week in Great Podcast Reads A Gross, Great Ad Read When you’re doing an ad for the bidet that saves your ass, saves your money, saves the planet, and saves the world, potty humor is not only likely, it’s encouraged. Last week, host Katie Herzog and Jesse Singal of Blocked and Reported jumped in head first as they recorded their most recent ad for Tushy. While it’s definitely not the type of ad you want to hear at the dinner table, the hosts nailed all of the copy points while creating banter that showcased the product in a highly entertaining way. This investment was definitely not flushed down the toilet. Listen Here Contact us for a Consultation  OXFORd In The News Leverage Podcast Marketing With more than 117 million monthly listeners in the US alone, podcasting has officially become the next billion-dollar industry, becoming one of the most viable and exciting channels for brand growth. Join Oxford Founder and CEO Dan Granger and a panel of industry experts for an hour-long conversation on how they have successfully helped hundreds of marketers integrate podcasts in their marketing plans and share the lessons they have uncovered along the way. Read More 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!

The story of America in the last two decades since 9/11 is the story of Rudy Giuliani, who joins us this week at The Media Roundtable. Our conversation begins in the 1960s, when Guiliani, then a promising young Democrat, meets two men he admires: John and Bobby Kennedy. Two decades later, Guiliani is U.S. Attorney for the Southern District of New York prosecuting the heads of the five families, when John Gotti motions to order his assassination. Fast forward to 2001, we all know Giuliani’s role on 9/11 as the picture of leadership during a crisis, earning him recognition as Time Magazine’s Person of the Year, being knighted by the Queen, and dubbed, “America’s Mayor” by Oprah. The morning of our interview, he retraces his steps in Lower Manhattan, reliving his experience of that fateful day. Nowadays, Rudy describes how some people run up to hug and thank him for his leadership, while at the same time, others yell expletives that he is unwilling to repeat. For those of us who long to recreate an age where our leaders set aside personal differences to stand united in the face of an existential threat, Rudy Giuliani will not be of service. His podcast, Common Sense, features a steady stream of unfiltered claims against leading Democratic figures. Spoiler Alert: Rudy does not like the Bidens. As a podcaster, his goal is to provide information that The New York Times will not. While Giuliani’s placement on the Ad Fontes Media Bias Chart ranks the show on par with Rachel Maddow and Anderson Cooper, advertisers who might consider alignment with his program must count the risks of his position on the right as commentator and participant. The search for a modern unifying figure in America feels like an acid trip through a house of mirrors. The Rudy Giuliani we see today is beleaguered, but defiant, resembling more of the New York Prosecutor of the 80’s than the unifying figure we met on September 11th, 2001, but this time, without backing from the halls of power. Rudy explains that in recent times, people on the left will approach him and ask why he changed so much. He responds, “I haven’t changed. You have.” As we look back on the last twenty years, Rudy Giuliani serves as a figure who, for better or worse, is woven through some of the most significant moments of our nation’s history, and forces us to confront our divisions head-on. Listen on Spotify The Classifieds The Day That Shook The Nation Turns 20 This Saturday marks the 20th anniversary of the terror attacks on 9/11. Whether you were in NYC that day, watching it unfold on TV, or have only heard stories about it because you were too young–9/11 will always be a pivotal point in American history. For the anniversary, Amazon Music & Wondery is releasing a seven-part podcast series named, 9/12. Hosted by host Dan Taberski (Missing Richard Simmons, Surviving Y2K, Running From ‘Cops’), the show examines how 9/11 shaped American culture in the two decades since it happened. This is the type of show that garners a lot of attention but may not drive the directly attributable performance you would expect for personality-driven programming. So we’ll limit this one to advertisers looking for a safe play seeking a potentially massive audience. Get The Deal Bachelor Nation Unites To Talk it Out This may come as a surprise to podcast intellectuals – but some of the top-performing shows for many of our advertisers are hosted by either Real Housewives or Bachelors/Bachelorettes. Cadence13, in partnership with Warner Bros Entertainment, has joined forces to add another title to this list of performers with Talking It Out. Hosted by Mike Johnson, the breakout star of season 15 of The Bachelorette, and Dr. Bryan Absaolo, the winner of season 13, the former Bachelorette contestants won’t just be talking about their time on the show, but also taking a deep dive into the male psyche, providing advice, and sitting down with special guests who help them learn, reflect and “talk it out”. But if you’re an advertiser looking to reach a rabidly loyal female audience, don’t just talk about it, click below to sponsor this sure-fire win. Get The Deal In Case You Missed It Did Joe Rogan Lose His Spotify Deal? The simple answer is no! A story from Patheos that took the Twitter world by storm last week turned out to be completely farcical. The story says that Rogan lost his multi-million dollar contract with the Swedish streaming giant due to a morality clause stemming from his avocation of the horse de-wormer, Ivermectin after being diagnosed with COVID last month. If it sounds like an article on The Onion, you’re close. The site on which the article was posted is satirical and the article quotes “Andrew Canard” as Spotify CEO: Andrew is also quoted by Patheos in other stories as a vet, a land-owner, an attorney, a researcher, a catholic teacher, a pastor, a reporter, a judge, CEO of Fox News, and PM of The Netherlands. Canard isn’t any of those either. So fans of “The Experience” rest assured that Rogan isn’t going anywhere for now. Read More Podcast Joins The Mile High Club Speaking of Spotify, here’s some real news about their increasingly massive podcast distribution platform. Beginning last week, Spotify launched a new partnership with Delta in which they will take over the “audio” section of the airline’s in-flight seatback entertainment. This means passengers on Delta flights that are equipped with seatback entertainment globally can now enjoy their favorite audio content in the form of mixtapes curated by Spotify’s editorial experts—along with 42 select podcast series to choose from. For advertisers on the platform, this means a captive audience of potential new listeners to the shows you’re already advertising on. The sky’s the limit. Read More Facebook Struggles To Prove Their Worth Since Apple’s release of iOS 14.5 in April, Facebook advertisers have been struggling to find a way to measure the results from their ad campaigns, and four months later, it’s not getting any better. According to a recent article in AdAge, “(14.5) is making it more difficult to do even the most basic analysis, like detecting whether a consumer who saw an ad was the same person who made a purchase.” And Facebook’s proposed fix, using statistical modeling, is making too many assumptions in the eyes of many advertisers. While the geniuses in Mountainview scramble to find a way to fill in the gaps made from Apple’s privacy changes, many advertisers are redirecting ad dollars to more traditional platforms like radio, TV, and podcast. Read More This Week in Great Podcast Reads Rick and Bubba Love Moink Free Bacon! If there are two better words to drive direct response, we’re all ears. In a recent episode of Rick & Bubba University, the hosts belted out a near textbook ad-read for our client Moink, who offers the highest quality beef, chicken, pork, lamb, and salmon delivered directly to your door while fighting for family farms. Not only did the hosts nail the key benefits of choosing Moink for all of your meat delivery needs, but they also made listeners salivate over the way it tastes in a fun and entertaining way. It’s no wonder this show is performing so well. Listen Here Contact us for a Consultation  OXFORd In The News Whiskey Business Oxford Road Ad agency founder, and CEO, Dan Granger joined The Fred Minnick Show while traveling through the hills of Tennessee to sip some ultra-rare bourbon, and chat about the ad business. Whether you’re curious about President Roosevelt’s role in American Whiskey, why distillers added rattlesnakes to whiskey in the 1800s, or what the future holds for the podcast industry, this episode covers it all. Read More 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!

The Media Roundtable has evolved in focus from helping marketers steer through a pandemic to taking a hard look at how media may be fueling outrage and driving us apart. At each stage, sponsors are the center to better understand where they advertise and how they can use ad dollars to improve the world around them. We have explored these topics through conversations with leading politicians, journalists, podcasters, and industry executives, amassing a loyal and growing tribe of listeners along the way. The new season of The Media Roundtable will launch as our (dare we say) final iteration of the program, which will serve as a sort of “Unboxing” or “Buyer’s Guide” to personality-driven shows for brands and consumers. In each episode, we will profile a new podcast, introducing the program and its host(s), and focusing on not just WHAT is the show, but also, WHY. As consumers are increasingly focused on purpose-driven brands who do well by doing good, they want the same for media. The Media Roundtable is the perfect forum to showcase the purpose of each show and understand how it makes a positive difference in the world around them (or not) in the most entertaining show possible. We’ve got some great guests signed up in the coming weeks, but for now, join host Dan Granger as he shares his vision for Season 4. Listen on Spotify The Classifieds It’s Storytime with America’s Favorite Stoner A few months ago, we were amongst the first to tell you about Seth Rogan’s upcoming podcast, and while details were sparse at the time, we promised to share more when they arise. They’ve arisen. The show, which will launch in early October, is officially named Storytime with Seth Rogan, and each episode will feature Seth asking somebody, “Do you have a great story?” New details confirm that these “somebodies” are slated to be Seth’s Hollywood celebrity friends, like Paul Rudd, Paul Scheer, David Crosby, and more of Seth’s celebrity friends joining the show to share their best stories–and no, it’s not going to be all about weed. One thing that will be high is the price tag. Knowing Seth’s star shines bright, so fan engagement is likely to be high as well, along with ad reads poised to be shareable content. While this may not be a direct response play, brands looking for wide-reaching awareness may find success similar to other celebrity interview shows like Dax Shepard’s Armchair Expert or Kate and Oliver Hudson’s Sibling Revelry. Get The Deal Leave Britney Alone If you’ve ever had a Vine account (RIP), been Rick-Rolled, or can relate to Sad Keanu, then NPR’s new podcast Endless Thread: Season 5: The Meme Edition should be on your radar. This 10-part series explores the personal, cultural and historical impact of your favorite memes. They even have their own ‘meme expert’ weighing in to go behind the scenes of the stories behind the world’s most popular memes with the in-depth insights only NPR can provide. Plus with the power of the NPR network pushing the content, it’s sure to be a hit. So if you’re a marketer looking for a high-reach opportunity targeted directly to older millennial males, grab your distracted boyfriend, crying James Van Der Beek, or baby Yoda, and check out this new show. Get The Deal In Case You Missed It Amazon’s Audio Acquisitions Amass Assets Never to be outdone by its competitors, Amazon is not-so-quietly ramping up its live audio business, specifically in the areas of music and podcast. According to information uncovered by Axios earlier this week, the company is building out a live audio platform that is meant to disrupt traditional radio and podcasts, taking on the competition head-on. The Seattle-based tech giant’s move comes amid an explosion of streaming audio content from Spotify, Twitter Spaces, and Facebook’s new audio rooms and gives Amazon a foothold before others completely dominate the category. So far, Amazon has been keeping tight-lipped on details, but The Influencer will provide more as they arise. Read More Massive CTV Ad Fraud Exposed (Media) Buyer beware! Connected TV (CTV) is the marketing gold rush of this age, and like the ‘49rs, there are crooks looking to steal your gold. In a report released last week, Method Media Intelligence uncovered a five-person counterfeit operation made up of former ad tech industry employees that generated $10 million in monthly ad-fraud revenue by exploiting vulnerabilities in the CTV programmatic landscape. The scheme, dubbed “RapidFire,” feeds counterfeit bid requests into ad exchanges running open auctions for CTV inventory. Like many multimillion video fraud scams, RapidFire targets server-side ad insertion (SSAI) as a means to “spoof” CTV inventory across a large number of apps, IP addresses, and devices. What’s perhaps even more disconcerting is that according to MMI estimates, half of all of CTV traffic made available for auction in the various exchanges is counterfeit. So how can you be sure your ad dollars are going to actual viewers? MMI recommends using cybersecurity companies like Human to protect your CTV investment. Read More 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!

Oxford Road’s Creative Director, Stew Redwine, has never stopped studying the art of advertising. He’s a student of the greats; Goodby & Silverstein, Rory Sutherland, Mark Pollard, Louis Grenier, and countless others, yet he just keeps going. He’s a curator of wisdom, a teacher, an expert in the field, and this week, he gives you a peek behind the curtain to see how it all works. A few weeks back, we shared Stew’s interview on the Sounds Profitable Podcast, where he broke down the individual elements that make a great podcast read. This week, Stew rejoins the show to speak to how to make the copy you send to podcast hosts deliver maximum results. According to Bill Bernbach, “Creativity will become the last unfair advantage we’re legally allowed to take over our competitors.” Many say the great art of advertising has been lost, with more attention paid to click-through than creative. At Oxford Road, we believe they’re both critical to performance, inseparable, and deserve time, attention, and effort to get right. Join Stew as he breaks out the mechanics of getting the most out of your podcast creative by dissecting five actual podcast ads in real-time, pointing out not just the good and bad but the nuances provided by hosts that make all the difference. It’s part art, part science, and part entertainment, a balance that Stew has mastered. We invite you to dive in. Listen to the Interview The Classifieds 1984 Never Sounded So Cool From West Wing Weekly to 9021 OMG, TV show watchalongs and recap podcasts are all the rage. So what’s one more to throw into the mix? Former Big Brother winners Derrick Levasseur & Cody Calafiore not only teamed up inside the Big Brother house, but now they’ve teamed up on their new podcast, The Winner’s Circle. Every Friday after the live TV eviction episode, the former contestants will provide a recap of what happened in the house that week, their opinions on the remaining houseguests, and take questions from fans. Big Brother has a massively dedicated fan following, and podcasts that provide a deep dive into TV content generally work extremely well for advertisers looking to reach female consumers. Bachelor podcasts, for example, generally fall into our top performance category for female-targeted advertisers, so The Winner’s Circle has all of the markings for success. Click below to learn more. Get The Deal Just What You Need Before Bed Here at Oxford Road, we love when two top-performing podcast genres collide. Nighty Night is what you get when you put a True Crime podcast with a Bedtime into a blender and see what pops out. Nighty Night is an anthology series where famed attorney, author, and podcaster Rabia Chaudry delivers bone-chilling bedtime stories that will be sure to keep your subconscious wide awake all night. These creepy tales will mix both original fictional stories and lesser-known classics, all delivered with a modern spin. For marketers looking to reach female audiences, this is a chilling new opportunity. Get The Deal In Case You Missed It RHOF 2021 Inductees Announced The Museum of Broadcast Communications announced their selections for the RADIO HALL OF FAME, 2021 earlier this week. Inductees include many of our tried-and-true performance hosts like; America’s Digital Goddess®, Kim Komando, the sports guru (and Adam Sandler Movie Stand-In) Dan Patrick, and the Golden-Oldies super DJ, “The Real” Don Steele, plus dozens of other radio legends that nobody in the top 5 radio markets would remember. Regardless of whether or not you’ve enjoyed these radio hosts, they’ve undoubtedly paved the way for the legions of TikTok influencers who are undoubtedly making more money than any of them ever did. Radio fans and industry professionals can find more information, including photos of the inductees, at www.radiohalloffame.com. Read More 5 Things Learned From The Podcast Movement The annual Podcast movement happened earlier this month in Nashville, and while we’re still compiling our learnings into a concise breakout for readers of The Influencer, EVP of Podcasting for Amaze Media, Matty Staudt shared her hot takes last week. The takeaways? The Podcaster Community Supports Each Other Podcasting for Brands is Becoming Big Business Monetization is Key Everyone Wants to be Clubhouse Radio is Serious About Being Taken More Seriously If you’ve been a reader of The Influencer, you already know that most of Matty’s points have been addressed years ago, we encourage you to stay tuned for our outtakes on what happened at this year’s event. Read More Spotify’s Subscription-Only Content Rolling Out Internationally This week, Spotify announced that they will be allowing content creators across the globe to charge extra for exclusive podcast content. However, since this paid subscription platform launched in the U.S. last quarter, the option has been activated by just 100 podcasts. But while the current impact of podcasts moving to a premium subscription model and effectively blocking out advertising is relatively small for now, as companies like Spotify seek to further monetize their podcasts, and more shows opt-in, sellable inventory will undoubtedly become tighter. For podcast advertisers, this means more demand, longer lead times, and inevitably higher prices. Read More 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!

This week, The Influencer is going to shock the world by touching some topics you’ve never heard us cover: Brand Safety, Suitability, and Polarization. I know, I know, but if you haven’t heard our spiel, this is a great way to get a taste or to go deeper on the topic. Brands are running scared from the news ecosystem because they don’t know who to trust, and as dollars run out with it, the fourth estate is weakened. This week, Industry veteran Eric John of IAB Media Center moderates this discussion for IAB. There with Oxford Road’s Dan Granger and Ad Fontes Media Founder and CEO Vanessa Otero. Through their Media Bias Chart, brands now have a much-needed packaging label on news. Topics covered in this interview include: The problem of polarization and how it impacts brands pursuit of safety and suitability The need for News Ratings Overcoming the misconception, “They are biased, we’re not.” When silence is better than “virtue signaling” and why How content bias ratings work Why does the 4th Estate Matter? How your ad dollars fit into stakeholder efforts like DEI and ESG Watch the Interview The Classifieds Primordial Goop Pulling The Thread with Elise Loehnen is the new podcast from former Chief Content Officer of Goop and co-host of The Goop Podcast. In this sizzling new, thought-provoking series, Elise will sit down with experts, thought-leaders, scientists, doctors, and theologists to seek answers to some of today’s most pressing questions; Why do we do what we do?  How can we come to know and love ourselves better?  How can we address the ills of society on a personal level? How can we build a better world? Smells like stakeholder capitalism. Get The Deal Guess Who’s Hosting First, But Not Last, With Billie Jean King? With the Olympics over, we’re excited about First, But Not Last, With Billie Jean King, hosted by Billie Jean King – so it’s not just a clever name. Each week, King and Marsai Martin (the youngest exec producer in Hollywood) discuss the popular female figures and how their struggles, accomplishments, and legacies are shaping the future for all women to come. Self-improvement and inspirational content are strong ingredients for podcasts that perform.  You want the perfect cocktail of brand safety, suitability, and likelihood for performance? Take a sip. Get The Deal In Case You Missed It Amazon’s Smartless Math Why would this internet bookstore pay $80M for a weekly podcast? Ad revenue, sort of. It’s unlikely their latest acquisition of Smartless, will pay for itself, according to the aforementioned IAB VP, Eric John, “Advertising is the fastest-growing part of Amazon’s business. Their approach to content like this is [that] it creates an on-ramp for loyalty within the Amazon universe”. In other words, it’s a loss leader.  Incidentally, the boys of Smartless have scored a TV deal as well. Hopefully, Amazon gets some affiliate revenue for this one. Read More Audio Evolves into… Visual? Quu Up The Visual: In-Vehicle ‘Billboards,’ Synched To Radio, Driving Value For Broadcasters. “Visual Audio” may be an oxymoron, but in this case, it makes sense. Following in the steps of what SiriusXM has been doing for years, traditional broadcast radio stations are beginning to display simple visual messages on in-car dashboards that coincide with the radio ad that you are hearing. This is great for direct response advertisers to get their promo codes out there – but scary for the rest of us on the road since it’s one more thing to distract drivers. Voice commands and pixel attribution anyone? Read More China has an Experimental Lab for Podcasts, too. This year, the number of podcast listeners in China is set to reach almost 86 million and to continue with double-digit growth through 2025, second only to the USA. For China, experimentation is the name of the game, and the particular allure of podcast is its ability to portray people’s lives in a personal and emotional way. Podcast is just one more way that China is creeping up on US dominance, taking the number two position, for now. Read More Can you use a Quip to cut your hair? “No.  It’s just for Teeth” Says Shane Pittson Oxford Road friend  and Media Roundtable Partner, Shane Pittson talks about building a retail brand off the strength of their D2C effort in this article titled, Quip’s VP of Growth Talks D2C models, Podcast ads, and making a toothbrush as cool as Nikes. An easy read featuring an industry pioneer with one of the biggest brains in the business. Read More You’ve Got to Cheez-It to Believe It Internet privacy regulations are depriving brands of valuable consumer data but a DTC model gives mature brands a way to get that data back. When Oxford Road launched in 2013, shipping razors by mail was novel. Today, DTC natives are now in or chasing retail distribution and mature retail brands are building DTC models! Thanks Covid. Read More 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!

Whether you’re a podcast advertising veteran or just considering the channel for the first time, this week’s showcase is worth a listen. But in the words of Lavar Burton’s Reading Rainbow, “you don’t have to take my word for it.” Here’s what Forbes had to say about the episode. “If you work in the podcast space, you’re often asked two questions: How do I make money from podcasts, and how can I get my product featured on the right podcast? This week’s guest has all the right answers. Joe chats with Dan Granger, the Founder & CEO of Oxford Road, an ad agency that helps tech companies acquire thousands of customers each week using Influencer Endorsements on Podcasts, YouTube, Radio, and more.” Dan and Joe cover the gamut–from why Oxford Road was started in the first place, to the ever-changing landscape of the channel Pre-Serial vs. Post Serial, to the increasing concerns around brand safety that became the impetus to launch The Media Roundtable. This may be the best 50 minutes you spend today (25 if you listen at 2x speed). Listen to the Interview The Classifieds Millennial Preachers to the Stars You often hear us talk about top-performing podcast genres, which include self-improvement, spirituality, and pop-culture/celebrity themes. We also talk about how podcasts with video components perform incredibly well. Cadence 13 is launching a show next month that checks ALL of those boxes. In Good Faith features Judah and Chelsea Smith, nicknamed ‘the millennial preachers to the stars.’ Known for their associations with Justin Bieber, Russell Wilson, Kourtney Kardashian, and more, this audio and video podcast features the Smiths discussing their life’s work around community, compassion, and inclusivity. We encourage you to take a leap of faith and trust us on this one, it’s worthy of a test. Get The Deal We’ve Got Some ‘Splaining to Do Move over Joe Rogan & Howard Stern, the latest celebrity interview radio and podcast host is none other than Lucille Ball. Unbeknownst to the world, Lucy recorded 240 shows for CBS Radio in the ’60s where she interviewed Hollywood’s elite, including Bing Crosby, Frank Sinatra, Carol Burnett, and Bob Hope, to name just a few. Unheard for more than 50 years, the interviews originally aired on the CBS radio network between 1964 and 1965. They have remained archived in the family’s private collection for decades but will run as on SiriusXM’s Channel 104 and then be released as podcasts. SXM, unfortunately not be utilizing deep fake audio like filmmakers did for the Anthony Bordain doc, so while Lucy cannot do endorsements, this is a fantastic opportunity to align your brand with incredibly rare and nostalgic content. Get The Deal In Case You Missed It Is YouTube The Secret to Podcast Growth? The Podcast Posse assembled in Nashville for last week’s 2021 Podcast Movement, and Edison Research’s Senior Vice President, Tom Webster kicked off the event by offering podcasters three ways to grow their audience. Surprisingly, neither Spotify nor Apple are part of the equation. Webster shared that 18% of people surveyed said YouTube was the platform they most often use to listen to podcasts, which is nearly as much as Apple (21%) or Spotify (24%). Moreover, when asked where they would go first to try to find a podcast they have heard about, half said YouTube, followed by Google at 30%. Just 6% said they would hunt for a recommended show within podcast apps like Spotify or Apple. For podcasters, it seems YouTube and (with their recent podcast integrations) Facebook are the secrets to uncovering new audiences, but for marketers, this data presents additional opportunities. We already see podcasts with a video component smash the competition from a performance perspective, why not supplement your podcast campaign with targeted ads on YouTube or Facebook itself? Read More Goodbye Zuckerberg, Hello Bezos! Apple’s privacy changes have affected nearly every aspect of digital marketing since the launch of the 14.5 updates, and we’re starting to see the shift from marketers reinvesting ad dollars to previously untapped sources. A recent article from Yahoo News shared that because Facebook’s advertising is now seemingly less effective, some brands are seeking alternatives, and with an estimated 153 million U.S. Prime subscribers, Amazon is an obvious choice. Amazon’s share of the U.S. digital advertising market last year surpassed 10% for the first time, according to estimates from eMarketer, and that’s just the beginning. But before you start dumping ad dollars into the Seattle-based giant, The Influencer implores you to look at other potential alternatives, notably offline. Read More Elon’s Space Ads Not Quite What We Imagined Last month, we shared an article that showcased Elon Musk’s desire to make space the next frontier in OOH advertising. As originally posted, SpaceX is partnering with Canadian engineering firm Geometric Energy Corporation (GEC) to bring digital billboards into space using mini-satellites (CubeSats). But before you get fired up about your star-gazing turning into the back page of a newspaper, the companies are sharing more information about their plans to bring advertising to the stars, and it’s not nearly as intrusive as originally imagined. Rather than being visible from the earth, the space-ads are to be photographed using a high-tech selfie stick and live-streamed on YouTube or Twitch. Not nearly as cool, but thankfully not ruining your view into the heavens… for now. For marketers considering the opportunity, we suggest considering only if remnant comes available. Read More 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!

By Gavin Ballas EVP Growth + Joint Head of Client Services Last week the marketing world lost a legend. The man who could sell anything, inventor, marketing genius, and King of the Infomercial,Ron Popeil, passed away last week at the age of 86. Those of us who earn our living in the performance marketing space really should take a moment and thank Ron Popeil for helping to bring direct marketing into electronic media. When I worked for Ron Popeil, I was also a graduate business student at USC. A Professor of Entrepreneurship shared with me how much he greatly admired and respected Ron Popeil’s efforts and success and felt there was a lot all businesses could learn from Ron Popeil. So every year when USC wanted to celebrate their Entrepreneur of the Year, my professor wanted to nominate Ron Popeil. Sadly, this well-meaning Professor never nominated him… he just felt his colleagues wouldn’t accept the nomination and would laugh at the Professor for even suggesting such a thing. Well, I’d say Mr. Popeil got the last laugh. While many of his products and sales demonstrations may seem rather goofy, they were also incredibly effective. It was reported that Mr. Popeil left behind a $200M+ estate, fueled by over $1 Billion in sales of the Showtime Rotisserie alone. There may be better measures of a life lived than the value of your estate but from a performance marketing standpoint building a $200M+ estate on the back of products like the Pocket Fisherman, Inside the Egg Scrambler, GLH-9 (hair in a spray can), and more…that’s not bad at all! And to say what my old professor couldn’t, there is no doubt that all of us in this field have benefited from Ron’s work and can still learn quite a bit from the Infomercial King’s legacy. So in honor of my one-time boss’s passing, I am pleased that the Influencer would like to once again share my article on the Five Things I Learned from Working For Ron Popeil.  Ron Popeil – 1935 to 2021 The Classifieds Dial “M” For Podcast You might know what food your state is famous for, or maybe what your state flower is, but do you know your state’s most popular murder? Thankfully, our friends at Audioboom are here to help answer this burning (but mostly stabbing) question with their all-new savage podcast, Murder In America. This true-crime podcast (one of Oxford’s top-performing genres) takes a state-by-state look at the most infamous homicides across the United States. Hosted by Courtney Shannon & Colin Browen (of The Paranormal Files), the two delve deep into the darkest tales of murder from each and every state in the union, featuring not one, but two stories from each state. For the math whizzes, that’s 50 episodes and 100 murders available for your brand’s sponsorship. Advertisers are dying to sponsor this show – click below to lock in your fate. Get The Deal The Podcast Grab Bag Move over Stranger Things; there’s a new 11 in town. Cadence 13 announced their latest show called The 11th. Truthfully, it’s called that because it drops a new chapter on the 11th of every month, kind of like a subscription box – but for podcasts. Each chapter tackles a completely different topic. In August’s 4-episode chapter, The Inbox features a story of people wrongly accused of sexual misconduct. In September’s chapter, The Score the show takes a look at how the Fugee’s record (The Score) changed the life of music writer and poet Hanif Abdurraqib. We don’t quite know where this podcast will go next, but like your subscription boxes, we hope there’s one that contains comfortable socks. Get The Deal In Case You Missed It Retailers Rethinking Holiday Strategy With most retailers across the country opting for a primarily online strategy, last year’s holiday shopping season was unlike any other, and this year is looking to be the same. A recent article from eMarketer shares how major retailers like Walmart, Target, and Best Buy are among a growing list of companies opting out of post-Thanksgiving dinner shopping in favor of online black Friday deals. The article states that with retailers continuing to match the value that customers get in-store, eCommerce will continue to boost its share of overall sales, and like we saw in 2020, set off an earlier holiday season again this year. For D2C advertisers, this means you need to roll out your holiday messaging long before what you would traditionally plan–but as the article points out, “earlier holiday season sales should help avoid fulfillment crunches late in the holiday season.” It’s crunch time. Read More Everything You Need to Know About Advertising on TikTok Over the past six months, TikTok has transformed from “that music lip-sync thing” your kids use to a legitimate influencer powerhouse, and it’s changing the way brands think about creators, e-commerce, and hiring. In an article posted this week, AdAge breaks down how brands can find success within this emerging medium, from how to work with its creators to how to actually drive sales on the platform. If you’re hesitant or unsure of where or how your brand fits into the emerging TikTok universe, this is a great first step into the future. Read More Spotify Podcast Bets (Seem To Be) Paying Off We’ve been talking about Spotify’s jump into Podcast a lot, and rightfully so. The company has invested hundreds of millions of dollars into Podcast acquisitions and infrastructure over the past year and is now a force to be reckoned with. According to their recent earnings call with shareholders, Spotify’s bets seem to be paying off. TechCrunch reports that Spotify’s podcast ad revenue increased by 627%, outperforming expectations. The success was attributed to a triple-digit year-over-year gain at its in-house studios (The Ringer, Parcast, Spotify Studios, and Gimlet) and exclusive deals with “The Joe Rogan Experience” and the Obamas’ Higher Ground studio. So while they may be single-handedly changing what makes podcasts great for performance marketers (personalized host reads, category exclusivity, baked in ads that get better with time, CPM’s that can work for clients with performance goals), Spotify has made themselves a de facto partner in the space. As a result, Oxford Road is actively working to find mutually beneficial ways to work with Spotify to find ways that make their monetization efforts align with our client’s goals. Stay tuned. Read More 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!

If you’re like most marketers, you’re feeling the full weight of the shift from shareholder capitalism to stakeholder capitalism in today’s ever-shifting political climate and need tools to help navigate the sometimes treacherous waters. Last week, Oxford Road Founder and CEO Dan Granger sat down with Coruzant Technologies as a guest on their podcast, The Digital Executive, to discuss what Oxford Road is doing to protect our clients from potential backlash. In addition to the episode HERE, Dan also wrote an article that outlines the pitfalls that come along with today’s climate and offers advice to CEOs finding themselves caught in the middle. If “the middle” is where you find yourself, dear marketer, THIS is required reading. The Classifieds A Podcast That Will Kill Em’ All Nothing else matters, especially now that we have a new podcast from Metallica to look forward to in August. Art19 will be home to a podcast that promises to be a living, breathing, sonic blender of a show. With just eight episodes, the limited series celebrates the September re-release of The Black Album (Enter Sandman, Nothing Else Matters) and the incredible band that made it. This is more than a “making of” look at the album; it’s the story of James, Lars, and Kirk (what happened to Jason) — not just how the album got made, but why, featuring never-before-heard demo recordings, candid conversations with the band, and more. If you’re a brand looking to reach old metalheads, this is a sure-fire ticket to their souls. Get The Deal How Do You Say It In English? Cucumber? The Baldwin’s are back and with their new podcast, What’s One More, Hilaria and Alec explore the unique, stressful, joyous, and never dull life that they lead as parents of six young children. This lighthearted, fun, and playful conversation will highlight the hectic and topsy-turvy life that the Baldwins lead through games, quizzes, and celebrity guests. Together with friends, specialists, authors, and doctors, they’ll discuss relationships, marriage, parenting, and more to help us listen and learn about each other. Alec’s other podcast, Here’s The Thing has a massive following and comes with a price tag to match, but this new show is giving advertisers an opportunity to tap into the Baldwin energy at a more approachable level. Get The Deal In Case You Missed It Worldwide Inclusion Through Advertising Diversity and Inclusion are on the forefront of most marketer’s minds these days. With just 41% of U.S. consumers feeling represented in the ads they see in media, and 71% of consumers expect brands to promote diversity and inclusion in their advertising, it demands your attention and a recent article in AdAge provides practical advice on how to tackle it correctly. The article outlines four main points including: Rethinking how you define your audience How the conversation around diversity needs to start long before the production table How to leverage industry tools And suggested tapping into the moral and business case. The article cites multiple case studies on clients who have implemented these changes and saw a massive increase in sales and goodwill. If you’d like more help, reach out to schedule a creative brainstorming session with our team by clicking HERE. Read More Despite Reduced Tracking Capabilities, Google’s Earnings Soar Privacy concerns have shaken the digital advertising world since updates were rolled out on Google and Apple last month. While anecdotal information from the clients we work with suggests advertisers are reducing their digital campaigns en masse and reinvesting onto traditional media channels, Google just reported their highest quarterly earnings ever. The company sites that, with vaccinations allowing countries to reopen, retail has bounced back massively with travel and leisure companies showing a sizable uptick in spend as well. Time will tell if the momentum will continue as Q3 comes into full swing. Read More Brands that Cracked the Advertising Code RadioWorld.com released their list of brands that, in their words, “have cracked the code” with audio advertising in the first part of this year. While the list is a who’s who of the audio landscape, and Oxford Road is proud to have two advertisers make the list (NetSuite & CuriosityStream), the article attributes much of the success to the creative. In addition to a memorable creative strategy, the article points to a recent study that found that consumers were more consistently able to identify a brand when the name of that brand was tied to an audio melody. Need a creative overhaul on your audio campaign? Let’s talk. Read More 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!

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. Get The Deal 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. Get The Deal 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. Read More 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. Read More 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. Read More 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!

By Stew Redwine · Editors: Bryan Barletta, Evo Terra Last week we shared the first part of the article Oxford Road’s Creative Director, Stew Redwine wrote for, Sounds Profitable that put the Audiolytics™ framework into action by creating an ad for the weekly podcasting newsletter. As a refresher, Audiolytics™ is Oxford Road’s proprietary system that ensures every piece of creative that we put into the market is structured to enrich the value of our client’s media schedules. The system audits ad copy based on the 9 main components, and 71 sub-components proven to influence human behavior, ensuring optimal response. This week, Stew breaks down the first four main Audiolytics™ components; Setup, Value Prop, Positioning, and Demonstration. Get out a notebook and a No. 2 pencil, click here to start the class. There will be a test next week. The Classifieds Improving Your Digital Life One Podcast at a Time In an increasingly technological world, it’s essential to be mindful of technology’s impact on your life. The new Digital Citizen podcast from Fastmail teaches listeners how to be more responsible digital citizens to make the Internet a better place. In its first episode, which launched this week, behavioral scientist BJ Fogg discusses how to make positive changes by leveraging the power of tiny habits to create healthier relationships with technology and the people in your life. The show is already gaining momentum, so testing early may be the best way to secure placement for what is shaping up to be one of the most crowded Q4 podcast landscapes ever (keep reading). Get The Deal They Did a Bad, Bad Thing Podcast One has teamed with writer/director Barbara Schroeder (Netflix’s “Evil Genius”) to produce and distribute another must-listen true-crime podcast: Bad, Bad Thing. This six-episode series tells the story of a loving wife, Jennair Gerardot, who spirals into darkness when she suspects that her husband of 24 years, Mark, is having an affair with his dynamic, younger and beautiful boss. Bad Bad Thing unravels the true story of what can happen when powerful emotions like desire, betrayal, and revenge take root in someone’s soul. Over the past couple of years, true crime has catapulted its way into many performance marketer’s bag of podcast tricks, and this one has all of the signs of a sure-fire hit. It would be a bad, bad thing if you didn’t explore. Get The Deal In Case You Missed It Ad Growth Forecast for 2021 Almost Doubles The marketing and communications network Dentsu, issued a revised ad spend forecast for 2021 this week, and it’s much better than its previous projection from January. The updated report predicts global advertising to grow by 10.4% this year to $634 billion while U.S. spending is expected to jump more than 13% to $240 billion. Back in January, the firm predicted a 5.8% jump globally and just 3.8% in the U.S. “The ad market is forecast to fully recover in 2021, exceeding pre-pandemic spend sooner than was previously forecast,” Denstu stated in its latest report. While the numbers are promising for networks and agencies, for marketers, it means inventory is going to be increasingly scarce as we move into Q4, making now the time to lock in key placements. Read More Success in Streaming & Podcasting Defined How do you define success in streaming & podcasting, and does it differ industry by industry? Oxford Road pixel attribution partners, Claritas co-authored an eBook with Audacy (formerly Entercom), which acts as a guide for planning, executing, and measuring the success of audio marketing campaigns for marketers. While the report offers a solid background of the methodology behind pixel-tracking and how to determine success, it’s important to note that pixel-tracking is not the “be-all-end-all”. At this point, not every podcast can be pixel-tracked, so reducing your campaign to only pixel-trackable shows can severely limit your potential scale. Lucky for you, Oxford Road has a solution that allows advertisers to obtain the granular information obtained through pixel-tracking while leaving the pool of potential podcasts to test, wide open. Email us to learn how we do it. Read More Up in the Sky! It’s a Bird! It’s a Plane! It’s a Coca-Cola Ad!  Imagine you’re sitting around a campfire and gazing into the night sky. Straight up there is the Big Dipper. Follow the lower two stars across the sky and find the Little Dipper. And just next to that is a digital space billboard for Coca-Cola. It sounds like science fiction, but if Elon Musk has his way (and he usually does), this could be a reality as soon as next year. Partnering with Canadian engineering firm Geometric Energy Corporation (GEC), SpaceX has confirmed that they plan to bring digital billboards into space via a series of connected mini-satellites (CubeSats) that will work together like pixels on a screen. Advertising cost will be determined by the market value of Dogecoin, which will be able to be converted to the rights used to control pixels on the CubeSats. In other SpaceX news, Musk’s plans for the DS-1 Orbital Battle Station have been put on hold due to a potential weakness discovered in the thermal exhaust port. Read More 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!

So you’re ready to launch your podcast campaign. You’ve chosen the right shows, and you’re ready to bring your message to the masses. Podcasters are pros, so all you have to do is send them a few bullet points and let them do the rest, right? Wrong. If you haven’t crafted an ad that’s been designed to elicit the very best response, your podcast campaign will be dead on arrival. Regardless of who’s reading your copy, it needs structure to make it actually work. Our proprietary system, Audiolytics™, ensures your creative is structured to enrich the value of your media schedule. We audit every piece of ad copy that goes into the market based on 9 key messaging components & 71 sub-components proven to influence human behavior, ensuring optimal response. Last month, Oxford Road’s Creative Director Stew Redwine partnered with the weekly newsletter, Sounds Profitable to not only explain the Audiolytics™ framework but also used it to create an ad for the newsletter itself. While we shared a link to the article in the Influencer at the time of publication, it demands more than a casual mention. So while the Media Roundtable podcast is on summer break, please allow us to dive a little deeper into the mechanics of how to write podcast ads (or really any persuasive message you want to convey) that actually work. Get out a notebook and a No. 2 pencil, click here to start the class… The Classifieds Are You Man Enough? Self-improvement podcasts are sure-fire performers for many of our b2b clients, and this one seems interesting, to say the least. On The Man Enough Podcast, actor-director Justin Baldoni, longtime collaborator Jamey Heath and prominent masculinity expert Liz Plank, engage in intimate, open conversations with high-profile figures to investigate how traditional structures and attitudes toward things like success and failure, fatherhood, body image, privilege, and relationships, hold back, oppress and negatively affect men, women, and humanity. The guest list includes A-lists like Matthew McConaughey, Shawn Mendes, Karamo Brown, and Glennon Doyle. This show will sell out quickly, so if you’re interested in partnering, you need to “man up” now. Get The Deal Oprah’s Podcast Club’s Next Hit As we said, Self-Improvement podcasts are where it’s at. That’s why we want you to check out the newest podcast launching as part of Oprah’s Super Soul podcast feed. Essential Teachings by Eckhart Tolle is a new weekly podcast series from one of the great spiritual thinkers of our time. Eckhart’s wisdom will help you learn to quiet your mind, separate your ego from your true self and live a fully present life. Essential Teachings will provide a path to discover an enlightened state of consciousness for its listeners. Oprah says Eckhart transformed her life and hopes his “Essential Teachings” will inspire you to seek your own higher purpose. It has been declared by Oprah – buy this show if you know what’s good for you. Get The Deal In Case You Missed It Apple’s Tracking Spawns Increased Spend on Android The impact of Apple’s user-privacy crackdown is starting to take shape and unsurprisingly, advertisers are increasing their spending on Android. According to ad-measurement firm Tenjin Inc., the amount of advertiser spending on Apple’s mobile platform has fallen by about 33% in June, while spending on Android rose over 10% for the same month. We will undoubtedly continue to see Android prices climb as the lack of “granular data that made mobile ads on iOS devices effective and justified their prices” continues to erode. But while digital’s grip on tracking your performance is dwindling, the ability to track audio performance is getting better, despite Apple’s changes. So before you overpay for digital, consider diversifying. Read More Advertisers Hijacking Your Dreams Digital Marketing experts estimate that the average American is bombarded by four to ten thousand ads every day. But some marketers have set their sights on your unwaking hours, and it’s cursing a stir. Earlier this year, Coors launched a new advertising campaign for the Super Bowl that encouraged people to watch a short online video before bed, then play an eight-hour ‘soundscape’ throughout the night in an attempt to use “targeted dream incubation” (TDI) to have people buy more of their beer. The brazen attempt is getting pushback from the scientific community who’s calling the move a “corporate assault of our very sense of who we are.” Bob Stickgold, a cognitive neuroscientist at Harvard, and 34 other sleep and dream researchers have signed an open letter calling for a total ban (TDI) advertising to avoid a very possible future where “advertisers buy advertising time on smart devices, and nobody ever knows they’re hearing them.” So for now, before getting bullish on your TDI marketing strategy, consider sticking to a lucid audience. Read More Uncovering The Good in Advertising We’ve covered two stories about the uglier side of advertising this week, but we’ll close it out with what advertising can be when it’s at its best. Forbes Communications Council member Ingrid Burton wrote an article that outlines what advertising looks like when it’s doing good, and shares some practical tips for advertisers to do the same. Burton’s tips; understand your audience, be true to the brand, and test your messaging. By channeling the potential good that advertising can bring, Burton argues that “whether you are a brand, an agency or a publisher, the right ads at the right moment will not only benefit your business but also all of us as consumers.” Go forth and do good, dear Influencers. Read More 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!

What do T-Pain, Bill O’Reilly, NYT’s Ben Smith, and leaders from GARM, IAB, and 4As all have in common? They are all featured in our season finale ofThe Media Roundtable Podcast. We know you’ve been busy, so this should be a fun way to catch up as Dan guides you through curated clips. With American’s trust inmedia erodingand news consumption becomingmore partisanby the minute, this podcast is a must-listen for media and marketers looking to balance brand values with business objectives. Please don’t just listen… GET INVOLVED withThe Media Roundtableand help us mobilize marketers to advance truth and civility in media. We’ll return in a couple of short months with a brand new season. Remember, feedback is the breakfast of champions, and we would LOVE to hear your thoughts on ways we can improve. Email us!Influencer@oxfordroad.com. Listen to the episode HERE The Classifieds Honestly, This Show Makes Sense For A Lot of Advertisers Hard-hitting, honest conversations with notable personalities are always top performers for our clients, which is why we were excited to see a new podcast from Bari Weiss was recently launched. You may know her as a former journalist from both the New York Times and Wall Street Journal, and now she’s back with, Honestly with Bari Weiss. Each week, Bari showcases the most interesting conversations in American life with the most fascinating people in the country. Mark Cuban and a CIA analyst were some of her first few guests, so you never know who Bari may interview next. As a self-described left-leaning centrist, Bari’s new show may be what we all need right now. Get The Deal Finally, Angelenos Have a Voice The folks at Audacy (formerly Entercom & RADIO.COM) are doubling down on streaming audio with the launch of over 350 new and exclusive streaming stations curated from your favorite radio stations, artists, and influencers. At launch, some of these stations will include stations built by some of the biggest music stars, including; Coldplay, Tiësto, Sofia Carson, and Jake Owen. Here at Oxford Road, we always recommend running a pixel to truly analyze streaming campaigns, and our friends at Audacy are experts at activating successful streaming campaigns for our clients. Get The Deal In Case You Missed It What The Zuck? (Part 2) From the very public feud with Apple regarding privacy changes to their antitrust hearings to their recent focus on audio, Facebook has been the hot topic in media news. This week is no different. Aside from their well-documented challenges, the Social Media Network’s market value surpassed $1 TRILLION for the first time Monday after the antitrust complaint from the Federal Trade Commission was dismissed. This makes Facebook one of the few companies in the world to hit this milestone, and for marketers who thought they were hard to work with before, just wait to see what Mark has cookin’ next (probably with Sweet Bay Rays). Read More Bezos Not Out of The Audio Land Grab Amazon surprised the audio world with their acquisition of Wondery for a reported $300M late last year, but things have been relatively quiet since. This week, Seattle’s favorite bookstore made the announcement of the acquisition of podcast hosting platform Art19, plus a move to take over the Smartless podcast (Jason Bateman, Will Arnett & Sean Hayes). With these moves, the great audio wars of the 2020’s continue; Spotify at the lead, with everyone else nipping at their heels. Once the dust starts to settle, The Influencer will tell you what it all means for advertisers in the space–for now, all we can say is hold on tight. Read More OXFORd In The News Madonna, Oprah, Plato, & Erskine  For those not in the know, for nearly 30 years, Erskine has hosted a program on local stations around the country, major radio networks, and “ the net”. Last week, Oxford Road’s Founder and CEO, Dan Granger joined Erskine Radio to chat with the mononymous host about the founding of Oxford Road, the state of podcasts as a whole, and the things we’re doing now with The Media Roundtable. While Erskine’s take on the state of the nation may be out of left field (or right in this case), the conversation holds true to our goal to speak with everyone on both sides of the aisle to bring this nation back together. Check it out. Read More 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!

The Media Roundtable Podcast has been hard at work dismantling the Outrage Industrial Complex since early February. But the sun is shining, the vax is overtaking the mask, and while the work is far from done, it’s time for a break. For those of you who have been interested but haven’t gotten around to keeping up each week, we present to you ourCliff’s Notesguide to the first half of this season, featuring highlights from provocative interviews with industry leaders. You’ll hear premium samples from some of our top guests, including David French, Carl Cameron, Eric Deggans, and more. If you’re a Marketer, Content Creator, or anyone else who shares our concern that media is profiting off the exploitation of our divisions, this is a great way to skim the surface of the work we’ve been doing without having to find 10 hours to binge. Part II in this “Best Of” series will run next week. Listen to the episode HERE The Classifieds A Food Podcast That’s Not About Food… At All Just in time to wrap up Pride Month, our friends at SXM Media have a great opportunity to align with the LGBTQIA+ community with the Food 4 Thot podcast. Hosted by 4 best friends, Dennis, Fran, Joseph, Tommy, on this round-table podcast, the team discusses (and sometimes disagrees about) everything at the intersection of queerness and brownness—from Beyoncé to Borges politics to 90s R&B—combining the best of literary intellect with absolute trash. No, Food 4 Thot has nothing to do with food, but the content is wildly entertaining, and for advertisers looking to diversify their portfolio, it should be on the top of your list. Get The Deal Finally, Angelenos Have a Voice Southern California Public Radio’s podcast development and production studio, LAist Studios (Yeah No, I’m Not OK, California Love), are at it again with the launch of Wild: A Show About Growing Up…Kind Of. The first season of this new podcast shares what it was like to grow up again during the pandemic. As the outside world thaws out from an extended moment of pause, this 10-episode season looks back at how the little moments from a year at home shaped the lives of people across Los Angeles in big ways. Entertaining docuseries like this are often gold for performance marketers, so deciding to test this show should be easier than figuring out whether you should take the 101 to the 405 or just go take Beverly Glen all the way. Get The Deal In Case You Missed It What The Zuck? Facebook Enters Podcast In April, Facebook announced its plans to enter into the audio space with a Clubhouse Live audio competitor as well as new support for podcasts. Yesterday, the social media giant officially rolled out these products with the launch of Live Audio Rooms. In addition to the Clubhouse killer, the new feature allows podcasters to share their feeds directly on Facebook and users to share up to 60-secs of content from their favorite podcasts to their followers. With an estimated 190M U.S. Facebook users on the platform, the move will undoubtedly bring more listeners into the Podcast space, making the medium something even your mom will be listening to. Read More The Who’s Who Of Podcast Advertising The monthly podcast numbers are in, and Magellan has released their list of top advertisers in the space for May. While BetterHelp came in as the biggest spender yet again, Magellan’s podcast advertising database shared the top movers and shakers over the past month; in case you haven’t noticed, big brands continue to enter at a massive rate. As predicted, Madison Ave. has taken notice of DTC’s best-kept marketing secret and we can expect Q4 to be a cluster cuss. If you haven’t secured your Q4 podcast placements yet, it’s time to get moving. Read More April Restriction Lifts Bring May Ratings  With pandemic restrictions lifting, people are getting back to work and therefore, tuning back into radio. Influencer friend Pierre Bouvard recently shared his analysis of last month’s listenership numbers from Nielsen. For the data junkies out there, Pierre’s take is chock-full of graphs and data to dive into, all of which suggest radio may be the best deal around for marketers right now. While it seems more and more people are returning back to their “normal” lives, according to the article, many agencies are underestimating the number of Americans who are commuting to work, thus creating a buyer’s market for the century-old advertising medium. Read More 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!

Top-rated Cable News host for 16 years. Author of best-selling non-fiction series of all time. Love him or hate him, you can’t talk about the state of modern media without acknowledging Bill O’Reilly’s influence. O’Reilly pioneered the advance of merging opinion into a nightly newscast and led Fox News to become the dominant network in cable news. Fox’s success catering to partisan sympathies with O’Reilly leading the charge created a formula that is now an industry standard for outlets large and small, left and right. Without Bill O’Reilly, today’s media landscape would be unrecognizable. As our guest on this week’s episode of The Media Roundtable, Bill joins us and provides a path to understanding how we got here, through the lens of his own career and the strategies he employed to reach the top of his field, blending news and opinion. Fueling his meteoric rise was an uncanny understanding of what audiences would tune into and how to best use the emerging medium. In this episode, he reflects on the Frankenstein he helped create, as well as his new book, Killing the Mob, where he describes Bobby Kennedy as “The hero of the book.” Coincidentally, we recorded one day following the announcement of his upcoming“History Tour”with none other than Donald J. Trump. We spoke candidly about this upcoming series of events and how he intends to bring his “No Spin” approach to live interviews with the 45th President. We also discussed his view on claims of election fraud, lab leak theory, and the movement toward stakeholder capitalism. Many of his views may not be what you think. Most compelling in his reflections is a simple remark he makes about the modern state of corporate media where he concludes, “I’m just glad I’m out of it.” If you’re able to listen,let us know what you think. Listen to the Episode HERE The Classifieds Insert Inspirational Quote HERE Because self-improvement podcasts perform so well, especially for B2B clients, The Quote of The Day Show is a “must-test.” Think of this new show as the audio version of those daily calendars your parents had on their desks when you were growing up. Each episode spotlights an inspiring quote and a 5-10 minute motivational audio clip to inspire listeners to form a life they love. Featured speakers include the who’s who in motivational content; Les Brown, Eric Thomas, Jim Rohn, Lisa Nichols, Mel Robbins, and many more. Hosted by entrepreneur and money mindset expert Sean Croxton, this show is expected to sell out faster than a Tony Robbins seminar. As Dale Carnegie said, “Do not sit home and think about it. Go out and get busy.” Get The Deal Gigi Gets Gritty June is Pride Month, and our friends at Cadence13 are celebrating with the launch of Queerified, hosted by Gigi Gorgeous and her bestie Marc “Mimi” Maverick. Despite her bold, luxurious, and uber-confident online personality, this limited-run documentary series showcases a raw, vulnerable, and kind-hearted side to Gigi you might not pick up from skimming her social media pages. The show will include special guests in the LGBTQIA+ community to discuss topics, including what it was like growing up queer, the successes and lessons of life, and how to celebrate queer joy every day! With over 2 million Instagram followers, it’s inevitable that Gigi’s fans will be tuning in to make this show a massive hit out of the gate, so interested advertisers should move quickly. Get The Deal In Case You Missed It The End of Podcast As We Know It? Over the past week, both Apple and Spotify released details on their new podcast paid subscription models. While a lot of it has to do with the two companies posturing to become the leader in the space, it has some podcast advertisers wondering if this is the beginning of the end for the advertising landscape as we know it. HotPod founder and chief contributor Nick Quah says no, and we tend to agree. Podcast subscription models are nothing new, and while they may prove to be the right solution for some podcasters, ad-supported content isn’t going anywhere anytime soon. So before you rethink your Podcast strategy in light of these new additions, assume it will be business as usual until further notice, provided by your friends at The Influencer. Read More Taming of the Cookie Monster Apple and Google have firmly placed their stake in the ground regarding privacy and have therefore drastically reduced the ability for marketers everywhere to target. This week, Forbes released an article on what this new world will look like and shares some practical advice on how publishers, advertisers, and agencies can prepare for a cookieless world. If this newsletter reaches your inbox, these changes affect you and your business. While the article gives some practical recommendations on what to do next, it views the situation as an opportunity to retool strategies and take control of your own data. Read More Podcast Partnerships Persist  News of podcast consolidation has been relatively light over the past few months after a flurry of acquisitions and partnerships earlier this year. But while many of the biggest moves have already been made, the consolidation of the medium is still happening, and more can be expected. Last week, Cadence13 and American Public Media struck a deal in which the former will handle all of the sales efforts for APM, in addition to developing co-productions and other on-demand programming initiatives. For Podcast advertisers, this is a win/win. Cadence13 will leverage its reach through mass distribution channels to promote APM’s quality content, plus APM’s programming will bring balance to Cadence13’s already impressive roster of offerings. Read More OXFORd In The News How Advertisers Profit from fueling Americans’ Outrage at each other An op-ed piece written by Oxford Road’s Founder and CEO, Dan Granger was published yesterday on USA Today. The article addresses our modern Outrage Industrial Complex and offers practical tips for Creators, Networks, Marketers, and Consumers. It also speaks to the work Oxford Road has been doing through The Media Roundtable in addressing brand safety and suitability, as a bi-product of supporting content that avoids exploiting our differences. The column arrives with the launch of The National Week of Conversation bringing together Americans on both sides of the aisle for civil discussions of important issues. To learn more and to join the conversation, click HERE. Read More 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!

By: Giles Martin, Why is this film a Masterclass in Branding? To answer this question, you have to see the ad first, of course! So please watch it before reading any further. I’m not going to talk about the fabulous creative concept, which sets up the duality and confusion of Daniel Craig and James Bond, and the cleverness of the writing which weaves the concept into a Bond-like story. It’s a brilliant idea and brilliantly executed. And this just makes the ad even more powerful.  Instead, I’m going to focus on only a part of the ad’s effectiveness, and how I see the branding working. More and more of our clients are asking about and thinking about branding, and typically it is not well understood or executed by D2C companies. Hopefully, this exercise might help demystify it somewhat, and invite some further smart conversations about what branding is and how best to execute it in tandem with hard-hitting performance campaigns.  This is a story-based ad, and part of the beauty of the branding here is that it doesn’t distract from the story or its power. This is essential. If you’re going to use storytelling as the branding device — and there is a lot of evidence to suggest that telling stories is one of the most powerful ways to build brands — the story must be strong. You need to dedicate time (air time) to the story and do not have the luxury — if that is the right word — of hawking your product heavily. Instead of pushing the brand, a good story-based ad, like this one, is supposed to generate emotions among its audience that can then become attached to the brand in their minds. Some of the emotional responses this ad elicits (at least for me) are delight, wonder, amusement, respect, enthusiasm, interest, and curiosity. How would you like your prospects to feel that way about your brand?! This is illustrative of why branding is worth undertaking, and why the Economist reports “Brands are the most valuable assets many companies possess,” going on to quote Millward Brown’s estimate that brands account for over a third of the value of the S&P 500. Ready to brand, then?! Let’s begin! The ad opens with “Heineken Presents: Daniel Craig vs James Bond”. It’s presented like a feature film! This sets up the expectation that it should be something worth watching, worth paying attention to. This is a ballsy move. It raises expectations, which can be risky. But if you can fulfill them, it really pays off. These implicit associations make the brand aspirational. Note also, before we even get to the action, this is a two-minute spot. You must be confident in your product to invest in a full 120 seconds of production, and be willing to pay two or four times the typical media cost to air your ads. This assuredness echoes the confidence we talked about in the prior paragraph. Confidence then becomes linked subconsciously with the brand in the audience’s minds. This is a brand that knows it’s good. Viewers can feel confident about this brand, and themselves too. So, on to the action! The very first shot is of an aspirational place. Daniel Craig is sunning himself on a rock by the water somewhere beautiful. You want to be in this place, sunning yourself on this rock. This immediately deepens and strengthens the aspirational quality already established with the “Heineken Presents” billing. In the opening shots, there is strong, simple, smart, and subtle branding. Nothing in your face. Nothing crass. Nothing salesy. There are two sun umbrellas branded Heineken, and a waiter walks to DC with a single bottle of Heineken on a silver tray, carried in one hand. The fact it’s a single bottle on an otherwise empty tray not only draws attention to the product, but also implies importance, and the luxury of space. The waiter and the tray may seem like small touches, but they’re very smart and most likely very important (see Paul Feldwick’s upcoming book for more on this.) A silver tray is associated with luxury, with lordship, with the highest quality. And the way the waiter carries the tray, with one hand, brings to mind true professionalism (excellence). This is how people carry trays in truly aspirational places, where the service is of the highest quality and emphasizes the importance of the object carried, like a note to a king.  These are just some of the powerful yet subtle aspirational signals linked to the Heineken brand in this footage of the waiter — and it’s only seconds of film! Luckily for marketers, the subconscious mind — where almost everything happens — processes information at lighting speed, and no additional time is needed for these branding devices to work here. When you see how quickly and subtly this is happening, it’s easy to understand why so many people claim —falsely — that they are not affected by advertising.  Also note the most obvious and important branding device: Daniel Craig has ordered a Heineken. If he drinks Heineken, you may want to as well, because after all (if you’re a man) don’t you want to be Daniel Craig? 99% of men would say yes. This is the most basic and hefty tip of the aspirational scales. (There’s an interesting question which arises here, which is how effective is this commercial with women? Please share your thoughts!) We then have a whole 40 seconds with what appears to be NO BRANDING. This could be looked at as a cardinal sin, and the guys at the Ehrenberg Institute would indeed tell you that one of the things that is proven to drive higher levels of brand recall is not allowing long gaps in the ad without brand mentions (or shots of the brand). So in one way, again, this is risky.  This is just part of the reality of branding, however. It certainly can be risky. The risk is part of the game. That’s why the question at the bottom of our branding quest at Oxford Road is, “how can it be made less risky?”. It’s important to deeply understand different models of how branding works, and to analyze outstandingly good brand ads — which brings us back to our task here… This is not the type of branding ad in which a 40-second branding gap equates to a marketing sin. Far from it. The 40 seconds is dedicated to telling and quickly evolving a story and a tone. The 40 seconds capture our attention and draw us in. They unfurl an inviting narrative about a guy disappearing, an unexpected taxi ride, and a case of mistaken identity with a helping of tongue-in-cheek drama.  Even though the Heineken brand doesn’t appear here, the James Bond music surrounding the scene is actually a kind of branding of itself, as it comes with a pre-built package of positive associations (badass, winner, high-roller, undefeatable, world-beater, sexy, drama, excitement, etc.) This is amazingly powerful in and of itself. If you doubt that, bear in mind these associations are so valuable to marketers that they are paying tens of millions of dollars for the rights to use them.  So even though the brand doesn’t feature in these 40 seconds, these seconds are still serving the branding. And so are the following shots (and their concomitant aspirational associations): the taxi driving across the gravel-sand road (adventure, far-off lands), the overhead shot of the taxi on a plateau surrounded by trees (high production values, cinematic feel, quality, foreign lands, adventure, natural beauty), and the tractor driving past in town when the taxi pulls up (authenticity, reality, levity.) Moreover, this “unbranded” 40 seconds actually serves to make this both a better story AND a better commercial. It makes the story more believable, relatable, attractive, dramatic, and adventurous. But at the same time, it’s creating a patchwork of desirable associations and emotions encircling Heineken. Finally, the heightening of the emotional engagement primes the brain for making stronger neural connections (i.e. stronger brand associations.) So even if there is no ‘traditional’ branding happening during this time, it is actually very effective. However, (as the Ehrenberg guys note – and we should listen to them!) it’s not good to let too much time pass without showing your brand, and so the team makes another good choice here: to bring in the brand again, but to do it again in a tasteful, understated way, that does not distract from what you really care about (the story.) The next branded moment is at 52-secs when DC is running through the streets chasing the taxi — when a Heineken lorry drives past. It appears again two or three seconds later, although (interestingly) doesn’t show any branding in that particular shot. Perhaps it doesn’t matter — so much good branding work is already being done. When DC finally sits down at the beautiful bar at 1:53 our peak branding period begins. First, we see hundreds of Heineken bottles lining the inner table of the bar, as well as a Heineken tap for good measure. It’s been over a minute since we’ve seen the brand by this point. When it appears again here it is accompanied by DC’s satisfaction in accomplishing his mission (arriving at the bar at last.) Our mirror neurons heighten our emotional response at this time and hence the brain’s capacity for being imprinted. His response to being given the Martini glass also heightens our emotional response. When DC finally gets his Heineken (remember, he wanted one originally back on the beach) he pulls the sort of faces and subtle body positions that tell you he is incredibly happy, satisfied, and completely badass. And isn’t that actually what we all want more than anything at the end of the day? It’s wonderfully aspirational. And it’s no coincidence that these strong and profound emotions are happening just after the moment you are seeing lots and lots of Heineken for the first time, and simultaneously with seeing DC himself finally enjoying his bottle of Heineken. This is the point at which the positive associations with Heineken and the brand imprinting are at their peak.  What has Heineken achieved with this ad? They have told you Daniel Craig, and James Bond, for that matter, drink Heineken. That in itself will probably make millions of men (unknowingly) order Heinekens at bars all over the world and pay for the cost of the sponsorship in itself – before we even consider the more subtle branding that’s been achieved. But of course, it has done much more for the brand (and the business) than that. In the minds of the audience Heineken is now dramatic, a movie producer, desirable, exotic, adventurous, has a sense of humor, is interesting, authentic, desirable, aspirational, happy, badass. This is everything branding should be. It’s creating an irrational and emotional preference for the brand. The rubber hits the road when your (potential) buyer is faced with a buying situation: in a bar, at the supermarket, in a gas station, at a ball game. The stronger their emotional and irrational connections to Heineken, the greater their inclination to choose it over a competitor at that moment. The impact of branding on people’s neurology may typically be tiny; but if you multiply up that tiny impact by millions of people in millions of buying moments all over the world, every day, that tiny impact on their neurology turns into a whole lot of extra revenue for the brand.  (And really high-quality ads like this have a neural impact that is far greater than the typical tiny effect of a typical ad, and so even more revenue is generated.) In summary: if you’re hesitant about branding, know that it can have enormous value. If you’re skeptical about its practice, know that risk can be reduced (with a more scientific understanding.) If you’re unsure of if and how and when to approach it, that’s perfectly normal. It’s nothing to be embarrassed about. We suggest you talk to a discreet, qualified professional. We would always be glad to hear from you.

As Joseph R. Biden Jr. took the oath of office this morning as the 46th President of The United States of America he issued a call for unity. “To overcome these challenges, to restore the soul and secure the future of America requires so much more than words; it requires the most elusive of all things in a democracy, unity. Unity!” “We must end this uncivil war that pits red against blue, rural versus urban, conservative versus liberal.” “We can do this if we open our souls instead of hardening our hearts, if we show a little tolerance and humility, and if we’re willing to stand in the other person’s shoes, as my mom would say. Just for a moment, stand in their shoes.” “Let’s begin to listen to one another again, hear one another, see one another. Show respect to one another. Politics doesn’t have to be a raging fire destroying everything in its path. Every disagreement doesn’t have to be a cause for total war and we must reject the culture in which facts themselves are manipulated and even manufactured.” “We can see each other not as adversaries but as neighbors. We can treat each other with dignity and respect. We can join forces, stop the shouting and lower the temperature. For without unity there is no peace, only bitterness and fury, no progress, only exhausting outrage. No nation, only a state of chaos. This is our historic moment of crisis and challenge. And unity is the path forward. And we must meet this moment as the United States of America.” -President Joseph R. Biden For the team at Oxford Road, we place great importance on this challenge and welcome the call to action. As we sit with you at the intersection of media, marketing, and brand communications, we bear a special responsibility to do our part to advance the reliability of our news and to lower the temperature by encouraging dignity and respect in the media we sponsor.  In the coming weeks, The Influencer will invite you to join us in embracing this challenge and share the steps we’re taking through our work with the mediaroundtable.com to live out these values while supporting the advertising community with brand safety and suitability resources. In the meantime, we invite you to ask yourself, dear reader, what can you do in your role to work across differences and restore the dignity of the “other”, and to help unite those around you for the sake of our nation as we move into this next chapter? Let’s do this together.

By Kyle Jelinek In the days following the siege in the Capitol, the media landscape has changed dramatically. We foretold this expanding chasm last week, and unfortunately, it’s happening much earlier and more dramatically than anyone could have imagined. Twitter and Facebook have banned a sitting president from posting content altogether, potentially losing millions in ad revenue. Amazon and Google have de-platformed Parler, essentially shutting the site down indefinitely. Right-leaning radio hosts on Cumulus who’ve doubled down on election-disputing rhetoric are at risk of being fired from their jobs unless they change their tune. And today, the House just voted to impeach President Trump for a second time! But let’s not get so caught up in the moment that we fail to see the precedent and slippery slope we may be encouraging.  In the aftermath, we have seen multiple advertisers already distancing themselves from advertising near news and politics entirely, particularly those that lean right. Should that be your move? Possibly, but not permanently. Here are the steps marketers should consider immediately to come out of this thing alive. Take a Short Pause Any reader of this newsletter knows that we have long advocated to bring balance to the media and avoid cancel culture purely based on ideology. We advocate for the sponsorship of programs and platforms that enable vigorous debate and a free exchange of ideas. Aligning your brand to any particular side at this moment may accidentally signal sympathies your brand doesn’t actually hold. Media watchdogs on both sides will be on high alert to call out any perceived improprieties, and your brand may fall victim to the shaming.  Collaborate and Consider If you’re a client, schedule time to meet with our team to better define your plan to move forward. We suggest a simple, “Green, Yellow, Red” approach. In other words, some conversations are always permissible. Some are never. Then there’s the grey area in between, or “Yellow”. These are programs and topics that may or may not be worth engaging or sponsoring. We rely heavily on the Ad Fontes Media Bias Chart to help determine these thresholds, and focus on the Y-Axis so that we can encourage a broad range of perspectives to be explored in a public dialogue with civility, accuracy, and respect.  Engage Consider that one of the underlying problems in this country is that people are stuck in their echo chambers and not listening to people who hold different views. We can set a new tone with our influence over what content we sponsor. So consider starting a conversation — even an awkward one. Before you disavow a show, network, or platform, we recommend you contact them directly, share your concerns, and set clear boundaries around what type of content or discussion you are comfortable allowing your brand to support — and what you do not.  If you need mediation or a supportive third party to navigate, we’re happy to make some referrals.  Take the Long View If you are a regular reader of The Influencer, there’s a good chance you did not vote for the re-election of Donald Trump. However, 75 Million Americans did. You don’t have to support him or his actions, but as a marketer, it would be an unwise strategy to be careless in taking steps that seem to be entirely dismissive of the perspectives of 75 Million US citizens.   Let’s leave retribution to others and focus on managing our situation one day at a time. You and your business have a long road ahead of you. As a brand, you have to walk a fine line between sponsoring media that will achieve your growth objectives and protecting your brand along with the values for which it stands. You have a voice, and what you choose to sponsor matters: yesterday, today, and tomorrow. This is a good time to take stock of your affiliations and more clearly define where you draw the line in the balance between performance objectives and advancing content that is leading to divisions and harm. We are here to help you do your part to accomplish your goals while strengthening and supporting your fellow citizens — and, where possible, move our nation toward healing. A Marketer’s Guide to Managing Sudden Influencer Controversy Don’t Become a Victim of the “Other” Trade War Should Brands Leave an Advertising Slot Because Its Show Hosts Are Problematic? What actually happens when ads are pulled over political controversy And Of Course, Our Podcast, The Divided States of Media

Welcome to the Warring ’20s At Oxford Road, we’ve been reading the industry’s predictions on 2021 and they all seem a bit optimistic. Negative political polarization is greater than ever, race relations are at an all-time low, and the pandemic is mutating into new, more contagious strains. Welcome to 2020, Part 2, and like most sequels, it’s likely to get worse before it gets better. HAPPY NEW YEAR! 1.    Podcast Hits $1B in Revenue Before Black Friday This one’s a slam dunk. 2021 is the year Podcast grows up and hits the billion-dollar mark. The industry was poised to hit this milestone in 2020 but because of the pandemic, projected growth slowed. It still grew, showing the durability and gathering Madison Avenue appeal of this little industry that could. Based on our projections, we’re forecasting that the $1B mark is hit ahead of schedule. 2.    Podcast Acquisitions Slow and Narrative Shifts To Mergers and Talent Acquisitions 2020 was the year of podcast acquisitions. From Spotify’s massive entry into the space earlier in the year to Amazon’s recent acquisition of Wondery, there are far less 9-figure networks to conquer. The biggest players have already been purchased, and what’s left is unlikely to attract massive interest. However, we expect further consolidation in the industry possible and more “one-off” buy-ins for individual shows like Spotify did with Joe Rogan. 3.    Radio Sees Dead Cat Bounce Radio advertising took a massive hit during the pandemic and many are projecting a rebound in 2021. However, this old warhorse is still trotting toward the glue factory. While we expect Radio to see an increase in advertising revenue this year as a reaction to the profound dips of the previous year (which will remain nameless), it’s all down from there. That said, ad revenue will likely fall much faster than listenership, making Radio a great opportunity for marketers who want to leverage the downward slide. 4.    Personalized Creative Makes Headlines With programmatic advertising expanding in all areas of the media landscape, personalized creative will quickly become the norm. Forget about running a single commercial ad nauseam — personalized creative that is custom-tailored to your target audience will start to take over. We’re already seeing this grow in OTT, and Audio is just getting started. But don’t worry, partners like A Million Ads and Marpipe are helping marketers develop a massive amount of iterations.    5.    Amazon Fuses Smart Speaker and Podcast, Forming Dynamic Audio Experiences Now that Mr. Bezos has turned his gaze to the podcast industry, it is our prediction that the nascent Flash Brief industry (short-form audio) and Podcast industry (long-form audio) are about to have a baby. The greatest impact will be the integration of dynamic audio content that can be maneuvered via voice command. We’ve been calling this for a while, but the latest transaction with Wondery just brought us a lot closer. 6.    Media Curtain Falls Between “Stop the Steal Republicans” and Everyone Else The Republican party is now split between election-disputing Trump die-hards and establishment Republicans. This schism is not just influencing the halls of Congress, but also the media landscape. We predict that “Stop the Steal” programs that promote the notion of election theft will face a major backlash from brands retreating from any association with this thinking. Those still carrying the Trump Torch will become persona non grata, and find themselves blacklisted from everything but hardcore direct response advertisers as brands seek safety between center-right and far-left news and political programming. 7.    Rise of the Middle Lord, please let this come to pass. As Fox News moves toward the center and left-leaning news platforms have nobody to rail against, things will begin to stabilize. Our prediction and hope is that the media returns to an era of objective reporting and journalistic integrity. To find out where the media stands in terms of bias and reliability, start with the gold standard in bias ratings. 8.    Ad Loads Increase on Podcasts Because they’ve literally spent hundreds of millions of dollars on Podcast, the media conglomerates who jumped into the space will need to find new ways to monetize. The easiest way to accomplish this is to jam produced DAI brand spots into their content. We’ve already seen several of our long term partners begin cramming 10 pounds of ads into a 5-pound bag, but it’s just the beginning. The days of one or two advertisers per episode are waning — start monitoring this quiet shift as your favorite shows become the audio version of the discount bin at Ross.  9.    Exclusivities Disintegrate Perhaps as a subset to the previous prediction, the increased need to monetize Podcast will also lead to the slow death of exclusivity deals on the medium. For the most part right now, when you advertise on any podcast, you’ve secured the category exclusivity for a period of time. We’re already battling networks on this point and the end result is likely a world where “episodic exclusivity” is all any network can guarantee. Expect talent reads to come at a premium as well.  10.  Progress in Local Podcasts For those paying attention, this was one of our projections last year but we’re kicking it down the field. Now that every conceivable podcast genre has been taken, local podcasts will take off and reach critical mass, making them viable for national advertisers and stand-alone campaigns alike. This movement will be another blow to Radio, who’s most attractive attribute is its hyper-local reach.  11.  International Podcast Placement Market Becomes Topic of Conversation Now that many podcasts have the ability to geo-target, we can isolate individual countries and expand client’s advertising presence outside of these here United States. We’re already hearing this request from many of our advertisers and expect more to come. More opportunities will undoubtedly arise as the landscape becomes more and more dynamic(ally inserted). 12.  Rise of the ZoomCast Everyone is on Zoom. As such, we will see the platform become an advertising medium of its own. As people continue to use the video conference tool, we will begin to see some convert their conversations into spoken word content for publication on podcast distribution platforms. 13.  Pixel Tracking Becomes Norm, but Gets Called Into Question The podcast industry is all-in on pixel-tracking, and for good reason: we finally have the ability to track non-direct visits and conversions on the medium at the show level. However, no attribution model is infallible and there will come a time this year when the belle of the podcast attribution ball gets called out. We expect a pushback that may upset the narrative for the entire industry. Our recommendation is to use pixel-tracking as one facet of your attribution model while using tried and true post-purchase surveys and traditional marketing mix models to confirm the results.

Happy New Year from Oxford Road! As this year draws to a close, we’re revisiting a thought piece from the past. Earlier this year, Oxford Road Founder and CEO Dan Granger made a list of 20 predictions for the advertising space in 2020 (Part 1, Part 2). While there was no mention of a Global Pandemic, this week, we’re checking to see which prognostications stuck and which fell short. Prediction #1: The Industry Goes All-In on DAI — 6/10 Yes, Dynamic Ad Insertion has continued to take over the podcast world, and while many shows we used to buy “baked in” have gone DAI, it’s still about 50/50.  Prediction #2: Voice is the New Internet — 7/10 Voice technology has seen major strides this year, and we’re now seeing very strong performance for a number of advertisers who are pioneering the space — but it’s still not as ubiquitous as we had hoped last year.  Prediction #3: Media Polarization, Advertiser Controversy — 10/10 Dan nailed this one. Media polarization has hit an all-time high this year, but now marketers have a tool to help navigate the treacherous waters —  The Media Roundtable. With the tools provided on this site, our hope is that we can collectively stop “cancel culture” and work to bring this nation back together. Prediction #4: Scales Tip From Traditional To Digital Media — 10/10 Another homerun! The pandemic solidified the movement from traditional media to digital media. From the massive growth in streaming video to the spikes in podcasts, the old-guard is fading and their digital counterparts are gaining ground.  Prediction #5: Podcast Attribution Takes More Baby Steps — 9/10 Podcast attribution was in need of a massive update and we started to see it this year. No attribution model is perfect, but we’re feeling better and better about pixel tracking from our partners in the podcast space. So much so that we’re now making it a mandatory recommendation for all new advertisers to the space.  Prediction #6: Brand Marketers Continue To Drive Up Podcast Premiums — 7/10 Yes, brand advertisers continue to drive up the cost of the podcast placements we’ve loved for years — and while it’s still a buyer’s market for performance advertisers, that may be coming to an end.  Prediction #7: Brand Budgets Increase, for Now — 8/10 Internally, we’re hearing a lot more about a client’s need to push their brand dollars. While it didn’t necessarily transpire in 2020, we expect this trend to continue in 2021.  Prediction #8: Podcasts Are the New Blogs — 4/10 Not much has changed here. Podcasts are now, essentially, what they were last year. Yes, we have more podcasts than we did last year, but no massive shifts have occurred. Prediction #9: Koala Corps Reaches First Milestone — 6/10 We missed the mark on this one by year’s end, but are optimistic it won’t be much longer. Every day at children’s hospitals across the country, children who are too young to verbally advocate for themselves are left alone in bed because parents, nurses, and hospital staff cannot be available 24/7. We launched The Koala Corps in 2018 to solve this problem by raising funds to hire full-time staff to run the program, as willing volunteers are plentiful but someone to vet, schedule, train and manage them are not. We still haven’t hit our goal. Help us achieve this first milestone by learning more and contributing here. Prediction #10: Smart Speakers Grow a Personality — 7/10 Yes, Samuel Jackson can voice your smart speaker, but we’re still a long ways away from truly personalizing your smart speakers. However, personalized content is getting better every day and Alexa is getting to know you far better now than she did last year.  Prediction #11: You’re Going To Start Feeling Stupid for Not Having a Voice App — 7/10 2020 was the year of Podcast, but we’ve seen great strides in smart speakers. Performance for the channel looks better than ever — you may be behind the 8-ball if you don’t have a voice app, so it’s time to get moving.   Prediction #12: People Start To Calm Down About Podcast — 2/10 Against our better judgment, the advertising world is still talking podcasts. We saw monumental acquisitions in the space this year from Spotify, SiriusXM, and more, and we’re still not done. Yes, the Podcast boom will slow, but it’s not done just yet.  Prediction #13: Multi-Variate Testing Emerges in Audio — 5/10 We’ve started to test this for a number of advertisers but this is still ripe for growth. Let the new technology help guide your messaging efforts. We’re only scratching the surface so far, but the future looks good.  Prediction #14: Local Podcasts Rise — 2/10 Not yet. We’re seeing some hyper-local podcasts emerge but they have not seen the massive jump predicted last year.  Prediction #15: Audio Stays Hot — 6/10 While podcast listenership spiked, radio dragged. Thanks, Rona! Prediction #16: Multi-Length Audio Coming To a Speaker Near You — 7/10 Not yet. While there’s no Serial-sized breakthrough in 2020, quite a few publishers have been dabbling. For example, you can now hear Fox News flash briefings on Spotify, and a quick Google search shows a lot of movement in the space.   Prediction #17: Subscription Audio Rises — 2/10 While we thought companies like Luminary would emerge in 2020, subscription audio did not see a gain in 2020. Chalk this one up to the pandemic, but expect more of these in 2021. Prediction #18: Overuse of the Term: “Full Stop” — 5/10 While we thought this phrase died, it was recently used in an email to our team last week. Let 2021 be the year this one finally goes away. Prediction #19: Spotify overtakes Apple — 8/10 Oh yeah, Spotify has destroyed Apple in the Podcast space from a content perspective. However, the “Cupertino King” still owns distribution — but that may be also on the decline. Prediction #20: Automation Finds its Limits — 10/10 Despite the industry’s wish to yield similar results using canned voices and “producer-read” ads on podcast, host-read ads work better. Corroborated by multiple studies, host-read ads perform best for advertisers. Until the industry starts giving massive discounts for non-host-read ads, we will continue to advocate for personalized, host-read ads whenever possible. Dan Gets a “D” This year was nuts, and if you add the totals up, Dan scored 64% in his predictions. While that may not be a stellar grade, with the curveball 2020 threw us, a “D” is a 2020 “B+”.  To all of the Influencer readers, thank you. Our hope is that 2021 will be a year of restoration, in every sense of the word. In the coming months, you’ll hear a lot more from us regarding our mission to bring the media landscape together and forge a new path of unity. We’re happy to say goodbye to 2020 and look forward to all that 2021 will bring. Happy New Year!

Beyond the obvious challenges presented to us in 2020, little has been done to address the challenges marketers face while trying to reach the masses, while the masses are bitterly divided along political lines. Where is it safe to advertise? What is appropriate to say? While we have cause for hope and optimism about a better year in 2021, these challenges are not going away, and it is why we launched the Media Roundtable.  In an effort to supply marketers with new tools to face modern problems of polarization, some conflicts arise that require special attention. For example, imagine one of your key media channels finds itself at the center of a heated public controversy. Stakeholders of your business and strangers on social media begin calling for you as a brand to renounce your channel partner publicly and cease to support with ad dollars (this happens more than you may realize). How are you to respond? How can you be sure your response is in line with your core values and not compromising for profit, or worse, caving to mob justice, simply because the pressure is on? These high stakes situations are when you call Bob Bordone and the team at the Cambridge Negotiation Institute. This is also the reason Bob is a Founding Member at Media Roundtable and the provider of this week’s article. Bob and his team work both proactively and reactively to help parties find a way forward that best serves the needs of all involved. The work they do is incredibly important and we feel the quote below sums it up better than we can: “Conflict resilience is the capacity to sit with very intense conflict, listen with generosity and courage, and also assert your own perspective with authenticity and grace. It is not about softening your viewpoint, but it is about finding a way to share your viewpoint so that you’re maximizing the chance that it lands with your intended audience.” Bob has written an article titled, Understanding and Organizing for Conflict Readiness and Resilience, which we believe is a mandatory piece of curriculum for all Influencer readers. Whether you are a brand marketer or just a human heading into the holidays with your family or friends, Bob’s piece is an informative read that will shape the way we all move into 2021. -Dan READ MORE

By Bob Bordone, Cambridge Negotiation Institute In the media realm, abundant with potential conflict, opportunities for negotiation abound. It can occur in the context of a formal business relationship. Or conflict may catch you by surprise in the moment when a colleague mentions something that seems offensive, misguided, or just plain wrong to you. There are ways of addressing and becoming operational for both businesses, contractual, and strategic differences as well as day-to-day relational ones. If you are committed to a better way of dealing with hard conversations, going forward, there are a few major concepts worth considering: the importance of both conflict resilience and of being conflict ready. I’d like to share a bit about both.  In my role, I play a number of roles. In many contexts, my focus is to facilitate hard conversations, to help people identify the relevant stakeholders, and create a space where they could feel comfortable having a difficult conversation. Perhaps the situation is one involving widely divergent viewpoints, strong emotions, and questions of identity. Mediating and facilitating conversations and contexts like this are at once challenging and gratifying for me.  At times, I mediate these conflicts to arrive at a mutual resolution. But other times, I will simply facilitate a conversation so that parties have a better understanding of each other and to reduce demonization and dehumanization. Some tools that can help leaders navigate an ever-more pluralistic and diverse society are as follows: CONFLICT RESILIENCE “Conflict resilience” is the capacity to sit with very intense conflict, listen with generosity and courage, and also assert your own perspective with authenticity and grace. It is not about softening your viewpoint, but it is about finding a way to share your viewpoint so that you’re maximizing the chance that it lands with your intended audience. Conflict resilience is an absolutely essential leadership skill and one that is in short supply. I served on the faculty of Harvard Law School for more than 20 years where I founded and directed Harvard Law School Negotiation and Mediation Clinical Program. One noticeable shift over those two decades was the reduction in many students’ ability to sit with discomfort in the face of difference. Indeed, over my 2 decades on the faculty, I noticed less and less of an interest on the part of students to engage constructively and genuinely with people on the other side of the political divide. This observation at Harvard Law School reflects broader societal trends as well as trends in our media climate. There are many reasons for that. Part of it is our ability to curate our own social media and groups, where we don’t have to hear things that we disagree with. We have the ability to deselect disagreement. Another reason is the misconception that the way to lean into conflict is to yell and scream. And since many people don’t want to do that, they simply avoid conflict altogether. But avoidance over the long term means problems don’t get solved. And, even more worrisome, it leads to the kind of demonization and dehumanization that we are seeing at a rapidly growing pace in American society today.   Conflict resilience isn’t just about leaning into a conflict and expressing one’s viewpoint in a way that others can actually hear. It is also about being able to listen and be curious about the perspective of others. Conflict resilience, then, is both a mindset and a set of skills. The mindset: re-orienting one’s attitude toward conflict, being open to asserting one’s viewpoint with authenticity, and listening with generosity and grace. The skillset: the performative words and actions that put mindset to action. My professional work focuses on both: cultivating a mindset for conflict resilience and then training and coaching the skills, tools, and practice that make it happen in the real world. Cultivating the skills is hard work. It doesn’t come to most of us naturally. And all too often, people don’t take the time to learn them, meaning that they either avoid or they blunder through clumsily doing damage along the way. In the world of media, these conflict resilience skills are essential. Conflict is inevitable. But how we handle that conflict makes all the difference. BUILDING CONTAINERS AND PROCESSES Building individual and collective conflict resilience skills matters. But then, to bring people together to work things out, it’s important to be able to build low-risk containers for people to do it. This is part of the facilitation and mediation work that I do. Especially in this media environment, knowing that there is somebody who can bring people together, can hold the space, create ground rules and help people work out some kind of resolution, is vital and central to my work. I’ve worked in incredibly contentious conflicts – from nasty disputes between school boards and unions to corporate conflicts to painful divides in the Catholic Church and historic enmities in Israel and Palestine. Designing a set of processes and protocols that can handle conflicts when they arise is essential.  Especially in such a polarized media environment, we know for certain that there are going to be conflicts that are going to be highly emotional, or there’s going to be really big calls to cut off a host or for a particular brand to pull out of a particular program. That’s predictable. But what we don’t have in place necessarily in a lot of contexts is an agreed upon set of protocols about how we can come together before we go to that extreme.  And then, when something happens, we find ourselves under the gun with pressure to eliminate a host or cancel a program. Things would be different if a process for working it out had already been in place before the event.   And so, what we really must do is design systems and processes for managing conflict. Forget the nuclear button. What if we had the equivalent of the nuclear hotline where we could pick up the phone and have the Soviet premier on the other side. I help people set up the process equivalent of the nuclear hotline. Think about a direct line where you connect with somebody who is going to walk you through the steps. This is the central work of my textbook Designing Systems and Processes for Managing Disputes (2d. Ed., 2019). Let me give you an example. I’ve done some work at the National Institutes of Health (NIH), which has thousands of employees and a set of very predictable kinds of conflicts that come up there. One particular predictable conflict relates to credit for authorship when a research paper gets published. Whose name gets listed first, who’s going to go second, third, fourth, matters in the world of science. And it can be the source of enormous conflict that can hold up important work, hurt relationships, and literally hold back scientific process if not handled well. Imagine a system, however, where researchers get together in advance, agree on the criteria that they will use to determine authorship credit, and then monitor that as the work is happening with the help of facilitation. In the end, it avoids conflict, manages cost, and can mean real lives because research gets out without the cost of time, emotions, and relationships that conflict brings.   MORE ON BEING CONFLICT READY To be conflict ready, you want to have three things in place. You want to be sure that your team has some skills and training in conflict resilience You want to have systems and protocols for handling differences that have already been agreed upon and that people accept. Having this committed process establishes a level of trust in the ability of that process to deliver results. You want to make sure that you have a stable of reliable, neutral, and trusted people who can facilitate and mediate conflict when it comes up. The work I do helps to build all three: I offer workshops on conflict management, difficult conversations, active listening, negotiation, and mediation. I tailor them to client needs and do them in-person and, since March 2020, online. Building these conflict resilience skills is preventive medicine to conflict gone wild. In many contexts, my training workshops turn into one-on-one and group coaching, especially in contexts where a manager may need a helping hand navigating complex and highly emotional relationships. But then, in many contexts, I help organizations build the “containers” – the processes and protocols for handling differences when they arise. And, finally, when parties are in need of a facilitator, I am there to help guide conversations and mediate conflicts. The media landscape in this moment of intense political polarization is fraught with landmines.  Building a team that is conflict resilient and conflict ready can make the difference in ensuring you avoid the landmines that can knock you from your game and build the brand, reputation, and customer base you need.

For decades, advertisers have been balancing the competing priorities of advertising on content that works to reach business objectives and content they can be proud to associate with their brand. In some cases, they are the same, but more often, they are in conflict. In our increasingly polarized political climate, marketers oftentimes find themselves stuck in the middle. Some brands simply avoid all news or opinion-related content altogether, but at the cost of reaching ideal customer profiles with engaged audiences at scale. There has to be a better way. Enter Ad Fontes: Creators of the Media Bias Chart Ad Fontes provides the most objective analysis of the media landscape that humans can provide. If you’re unfamiliar with the chart, leading media properties are evaluated by a team of analysts with political views on the left, right, and center so you can see how they stack up in terms of Political Bias (X-Axis) and Reliability (Y-Axis). Using this chart, brands can make more informed decisions about the media they support.  As the first step in this process, Vanessa Otero, CEO and Founder of Ad Fontes, has developed a guide outlining “How To Tell What’s True In The News”. It’s a must-read and just the beginning of their contribution to the Media Roundtable.  If you haven’t yet, please visit Media Roundtable to see what we are up to. Those who sign the pledge will get exclusive access to more resources from groups like Ad Fontes to help you navigate our fractured media landscape in a way that allows you to uphold the values of your brand, while still benefiting from the value of news and opinion-related content.   2021 offers the possibility of a less vitriolic culture, modeled by people like us who sponsor media. Join us as we seek to advance even-handed reporting and opinion without malice.  -Dan

By Dan Granger, Founder & CEO Oxford Road Last week, we announced the launch of MediaRoundtable.com and asked you to join the effort to unite advertisers, marketers, and leaders in Media to reduce our support for content that tears us apart, and reward that which edifies and unites instead. We encouraged each of you to visit MediaRoundtable.com and sign our pledge in support of these efforts. This week, we want to go into a bit more detail on what the pledge stands for and what it means to be a member of the Media Roundtable. American Media is a vital ingredient for a healthy democracy. However, the current state of modern media has become toxic. News content now often seeks to persuade, while editorial content often seeks to divide. Instead of championing balanced coverage of different points of view, we have reverted to earlier forms of partisan publications, rewarding outrage over outcomes, entertainment over excellence, and destruction over dignity.   The American people have had enough. Media Roundtable is an alliance of leaders in Media, Marketing, and the Business community coming together to replace our current vicious cycle in the media with a virtuous one. Instead of waiting for positive change and accountability to be initiated by government involvement, or pressure from third parties, we will make efforts to get our own houses in order, for the sake of the public whom we serve. Each participant will seek to live up to our stated beliefs in their own way and with their best intentions and efforts. These beliefs include:   ·  Unity In America Is In Decline Due To Our Increasingly Hostile Divisions. ·  Modern Media Is Deepening Our National Divide By Rewarding Polarizing Forces With Outsized Attention; Accountability To De-escalate Tensions Is Required. ·  Brands Can Help Unify The Nation By Supporting Media That Favors Fairness, Decency, And A Respect For All People. ·  Brands Can Have A Greater Impact By Collaborating With Media Partners Before Terminating Relationships Where Divisions Occur. ·  Media Can Play A Role In Unifying Our Country By Restoring Journalistic Integrity, Even-handed Coverage Of Divisive Issues, Disclosure Between News And Opinion Journalism, And A Sense Of Respect For Those With Whom They Disagree. ·  Corporate Stakeholders Are Better Served When The Nation Is Not At War With Itself. We believe that those of us in advertising and media have a special opportunity to help put our fractured nation back together!  If you haven’t already done so, please sign the pledge today. After signing the pledge and becoming a member of the Media Roundtable, you will receive resources and tools to help put our collective mission into action and send a powerful message to the industry there is real demand for content that unites more than it divides. -Dan   Read More

By Dan Granger, Founder & CEO Oxford Road DIVIDE OR UNITE “I think there are people that recognize there’s kind of a problem with the media. They may disagree with me on the solutions but there is a problem in our media structure right now and there’s an interest in trying to find ways of making it better.” -Steve Krakauer, editor/host, ‘Fourth Watch’ Newsletter and Podcast.  If you’ve been reading The Influencer or listening to our podcast, The Divided States of Media, during this long, strange year that is 2020, you have been witness to a journey of reflection and discovery. In the year of our great national health crisis, instead of coming together, we saw families, companies, and relationships of all kinds coming apart at the seams. At Oxford Road, we fancy ourselves “Agents of Influence”, and at the bottom of this newsletter we advise you to “Influence Responsibly”. So with all these divisions, during a time when we have every reason to come together, I felt it was fitting that we ask how those of us who work in Media have helped or hurt the sad state of our nation and what culpability we might find within ourselves. Today we are pleased to introduce to you our plan to create positive change in our culture through the formation of the Media Roundtable. Media Roundtable’s purpose is to empower media and advertisers to advance even-handed reporting and opinion without malice. Our strategy is simple: shift the incentive structure that currently feeds our modern “Outrage Industrial Complex” and reward content that benefits its audience and treats its subjects with dignity, even if through disagreement, but always with respect. There is much to say about our efforts and we will continue to explain in the coming weeks. For now, we ask that you visit MediaRoundtable.com to learn more and most importantly, sign our Pledge. This pledge recruits all members of the media, marketing, and companies who participate in advertising to unite around a shared set of beliefs to demonstrate for publishers and creators that there is real market demand for a more edifying form of media products. This is one small step toward a very important vision. It is my great pleasure to invite you to journey alongside us as we go forward. -Dan LEARN MORE

Happy Thanksgiving from The Influencer and Oxford Road! Amidst all of the havoc 2020 has wrought, this week, we persist in giving thanks. To the loyal Influencer readers, thank you! We hope that this newsletter brings you a weekly dose of knowledge, insights, a chuckle now and then, and that our podcast has brought a sense of balance in these divisive times. Despite this year’s challenges, the very fact that you’re able to read an email magically beamed through a collection of supercomputers into your home and eyes to read it is reason enough to say “thank you” for something! So while this year’s Thanksgiving feast may look a bit different than it has in years past, this week, The Influencer is giving you an insider’s tip on Thanksgiving trivia that will make you the smartest person at the table, virtually or otherwise. Learn what was really on the first Thanksgiving dinner, what Mary Had A Little Lamb has to do the holiday, which president hated Thanksgiving, and more by clicking below… -Kyle The First Macy’s Thanksgiving Day Parade This year, the famous parade will look a bit different than usual but the origins of this pastime are a stroke of marketing genius. To celebrate the expansion of its Herald Square superstore in 1924, Macy’s announced its very first “Big Christmas Parade”, promising “magnificent floats”, bands and an “animal circus.” A huge success, Macy’s signed a TV contract with NBC to broadcast the now-famous Macy’s Thanksgiving Day Parade every year since. The first oversized balloons debuted in 1927 and were the brainchild of Anthony Frederick Sarg, a German-born puppeteer and theatrical designer who also created Macy’s fantastical Christmas window displays. The first balloons were filled with oxygen, not helium, and featured Felix the Cat and inflated animals like elephants, tigers, and a giant hummingbird. What Was Really on the First Thanksgiving Menu? Turkey was not on the table, and neither was most everything else you’re craving. Although turkeys were indigenous to the area, there’s no record of a big, roasted bird at the first feast. The Wampanoag brought deer, and there would have been lots of local seafood (mussels, lobster, bass) plus the fruits of the first pilgrim harvest, including pumpkin. No mashed potatoes, no cranberries (see below), and definitely no stuffing — sorry Grandma! What About the Cranberries? Not the ‘90’s band. Cranberries were eaten by Native Americans and used as a potent red dye, but sweetened cranberry relish was almost certainly not on the first Thanksgiving table. The pilgrims had long exhausted their sugar supply by November 1621. It wasn’t until 1912 when Marcus Urann canned the first jellied cranberry sauce, eventually founding the cranberry growers cooperative known as Ocean Spray. Which President Refused to Recognize Thanksgiving? Thomas Jefferson was famously the only Founding Father and early president who refused to declare days of thanksgiving and fasting in the United States. Unlike his political rivals, the Federalists, Jefferson believed in “a wall of separation between Church and State”, and that endorsing such celebrations as president would amount to state-sponsored religious worship. What does “Mary Had a Little Lamb,’ Have To Do With Thanksgiving? The proclamation of the first official Thanksgiving by Abraham Lincoln was partially the result of years of impassioned lobbying by “Mary Had a Little Lamb” author and abolitionist Sarah Josepha Hale. How A Botched Thanksgiving Order Created TV Dinners Busy parents everywhere have Thanksgiving to thank for these microwavable lifesavers. In 1953, an employee at C.A. Swanson & Sons overestimated demand for Thanksgiving turkey and the company was left with some 260 tons of extra frozen birds. As a solution, a Swanson salesman ordered 5,000 aluminum trays, devised a turkey meal, and recruited an assembly line of workers to compile what would become the first TV tray dinners. A culinary hit was born. In the first full year of production in 1954, the company sold 10 million turkey TV tray dinners. What Does Football Have To Do With Thanksgiving Anyway? The winning combo of football and Thanksgiving kicked off way before there was anything called the NFL. The first Thanksgiving football game was between Yale and Princeton in 1876, only 13 years after Lincoln made Thanksgiving a national holiday. Soon after, Thanksgiving was picked for the date of the college football championships. By the 1890s, thousands of college and high school football rivalries were played every Thanksgiving. Why Do Presidents Pardon Turkeys? This year, Trump will pardon Corn and Cobb as part of a longstanding tradition of sparing the lives of two turkeys each Thanksgiving. Starting in the 1940s, farmers would gift the President with some plump birds for roast turkey over the holidays, which the first family would invariably eat. While President John F. Kennedy was the first American president to spare a turkey’s life (“We’ll just let this one grow,” JFK quipped in 1963. “It’s our Thanksgiving present to him.”), the annual White House tradition of “pardoning” a turkey officially started with George H.W. Bush in 1989. Which President Tried To Move the Date of Thanksgiving? Concerned that the Christmas shopping season was cut short by a late Thanksgiving, President Franklin Delano Roosevelt decreed in 1939 that the holiday would be celebrated a week earlier. “Franksgiving,” as it was known, was decried by Thanksgiving traditionalists and political rivals (one even compared FDR to Hitler) and was only adopted by 23 of the 48 states. Congress officially moved Thanksgiving back to the fourth Thursday of November in 1941, where it has remained ever since. Wherever this year’s Thanksgiving finds you, if you’re reading this, thank you. While it may be a bit more difficult to find the reasons to be thankful this year, hopefully, you don’t have to dig too deep. For a more in-depth look at the information provided above with pictures and video, check out The History Channel’s breakdown of Thanksgiving HERE.

By: Dan Granger This week, we provide marketers with a step-by-step guide to navigating this complex world, and provide tools for coming out of such situations with minimal public backlash and their values intact. Save this one.  If you are a performance marketer at scale, you’re going to need it as we enter one of the most contentious election years in American History.  From now until next year’s Presidential Election, advertisers on politically oriented programs should expect increasing scrutiny, spontaneously finding themselves stuck in the middle of controversy when on-air talent strikes a nerve and offends one group or another. Last week’s incident with Michael Knowles is a perfect case in point. Let’s say you were an advertiser on Michael Knowles podcast or on Fox News, who had him as a guest on The Story. Here’s how you’d find out about the gathering storm. You would receive an email—from a seemingly credible media outlet, blog, or group—seeking comment about your intention to continue your existing relationship with Knowles or Fox News. Often times, there’s a deadline for you to make a comment before your brand name is released on a list. That list will be used by an angry constituency that is poised to begin contacting you and others at your company—accusing you of supporting the beliefs of the offending party. Usually, the host’s words are taken somewhat out of context, but it doesn’t matter because the optics are bad and you wish they had made their point differently. You are tempted to respond to the email. However, real customers are rarely involved. Usually you will start to receive pressure from within your company. Questions start flying at you about why you would ever consider affiliating your brand with programs that so clearly do not represent the values your company represents. All the pressure to hit growth and CAC goals are out the window and now you must respond—or so it seems. All of this has happened in a matter of hours. It is at this precise moment that you must ignore your impulses to act and take a moment to pause amidst the immense amount of pressure and judgment surrounding you. Instead of following your emotions… Here’s what you need to do: Address Internal Stakeholders – In a timely and considered way, assure all stakeholders that you appreciate the gravity of the situation and your commitment to taking proper action. Affirm your commitment to company values and get buy-in from anxious team members who will be tempted to speak publicly before an appropriate response can be considered. Say Nothing Publically – No matter how tempting it might be, don’t even acknowledge the email or call you receive from watchdog organizations or any media outlet that contacts you. Anything you say publicly can and will be used against you in the court of public opinion. This is true for both the third-parties that are pressuring you to make a statement or take an action, as well as the fans of the personality that caused the offense. You will feel like you owe them a response or statement and they know it. You do not. In fact, there is no long-term benefit in issuing a fast response. This is perceived but not real. Immediately following your awareness of the perceived offensive comment, do and say NOTHING. Speaking out will invite unwanted exposure and potential backlash. Just ask Keurig. Immediately “Pause” Your Media Investment – You have to watch, listen or read the content that caused the controversy in full. To do that, you need time. You have facts to gather and context to consider. To do this objectively, you will want to contact your media agency or the program or network immediately. Assure them that you are making no immediate decisions and issuing no public statements. Provide the media partner a minimum timetable for suspension of your campaign. 2-4 weeks is an appropriate amount of time for a proper evaluation. Gather Facts and Think Deeply – You have protected yourself from continued exposure and assured your stakeholders that you will properly evaluate. So now is the time for due diligence. Imagine if someone had walked into your office and attributed the soundbite in question to one of your team members or key vendors. You should handle this situation similarly. To do that, you need to hear from people representing both sides of the issue and see how it is affecting them. Listen deeply to how the words may have been hurtful to people on your team. If your customers have been impacted, hear their stories. Maybe the person who gave offense holds views that represent the unspoken values of other stakeholders who do not share those values publicly. Consider them too. Examine their channel’s impact on your business. Consider the cost of a permanent severance from the relationship and what the consequence would be to the people who work with you if you cut off this stream of revenue. Talk to others who have navigated these waters in the past and learn from their successes and failures. You must not simply react to the vocal minority, you need to consider every side of the issue. Layout All Your Options – It’s easy to forget that you have many options beyond stay or go. Once you’ve taken in all of the information, decide if the perceived offense deserves action. If so, your options include: Decide – This may be less obvious than it seems. In almost every instance where separation occurs between the brand and talent in a relationship, it is done under compulsion from a third party. The reality is, this third party is not responsible for your goals or your mission as a brand. It would be a shame if you were to take an action that is too fast or too permanent all because you were bullied into doing so—yet this is often the path that brands choose. We all want to save face. But when you rush to judgment, you turn over your authority to less invested third parties who are operating with different motives than your own. This is your business, not theirs. Don’t let them tell you who you will do business with or how you go about finding new customers or sharing your values with the world. This is your decision, so take time and then decide for yourself. One final thought. Most people will not follow the advice provided here and it will cost them a lot of money. But no amount of money is worth feeling like you’ve sold your soul and caved on your convictions. You have to make a choice that helps you sleep at night. There is a better path that no one ever considers—invest in the relationship with the offending talent with aggression, not passivity. The reason you found yourself in this predicament is that you leveraged the influence of an influencer. The most powerful asset in the world of marketing is tapping into the trust that flows between a media Influencer and their tribe. The moment you terminate that relationship, you have reduced your own influence with that tribe as well as their leader. But what if you could influence the Influencer? What if you had the courage to speak directly to the talent who caused the offense? Not with judgment, but bringing the reality of their comments to their doorstep for the purpose of reconciliation. If you are not too hasty, with a spirit of humility, you could share with them the human impact of the words they used. By taking this approach they will be far more likely to listen, learn, and change their behavior. We do not elevate the public discourse when we run to another corner and point the finger. We do not advance our cause when we part ways. The world is not as black and white as people on both sides would make it seem. To behave as if that is the case is to reinforce that misconception and deepen the divide. But if you remain engaged in the relationship, despite your differences, you might be able to make a positive impact on Influencers and the world—just like your company’s mission statement likely proclaims. Perhaps you could be the first to demonstrate cooperation to extend the mission and values that you hold dear, even when that means working with people who think differently or who do not always say things the right way. Which of us has not said something we regret and then defended something indefensible under the heated lamp of another’s judgment? But when confronted by a friend—seeking to restore, not destroy—we all are able to soften. I can think of no more powerful way to benefit your company or the growing divide in this country than to address these problems directly while keeping the relationship intact. As a marketer, you steward tremendous influence over the nature of discourse in this country but only through your active, NOT reactive, involvement. The question is…Do you have the courage to confront without judgment? Might they respect you because you were not like the others? Can you have a disagreement while maintaining respect? We have enough polarization in this country. There is enough judgment on both sides. You have the power to proactively drive positive change and use these moments of controversy to unite people and expand the influence of your values—if you would only take a different approach. Go forth and spend your influence wisely. For additional resources on this topic, please see The Influencer’s previous articles addressing different aspects of this topic, including, A HOUSE DIVIDED WILL NOT BRAND and DON’T BECOME A VICTIM OF THE “OTHER” TRADE WAR.  Our position on doing our part to heal the divide in this country through our approach to marketing has also garnered some media attention, including, THE WILKOW MAJORITY on SiriusXM, Business Radio by The Wharton School and Closer Look with Rose Scott on NPR. 2 THOUGHTS ON “A MARKETER’S GUIDE TO MANAGING SUDDEN INFLUENCER CONTROVERSY” Dan Mohler says: October 2, 2019 at 5:47 pm Sage advice Dan Granger. I like how you gave us sound, tactical recommendations and then said, “One final thought……no amount of money is worth feeling like you’ve sold your soul and caved on your convictions.” 2020 is going to be a wild year in the media business. Reply Jeff Thomas says: October 29, 2019 at 9:17 am Thoughtful insights. “The most powerful asset in the world of marketing is tapping into the trust that flows between a media Influencer and their tribe. The moment you terminate that relationship, you have reduced your own influence with that tribe as well as their leader. “ Reply

By: Oxford Road “Media”, the Fourth Estate, is meant to act as an independent watchdog for the other branches of government. But these days, our media system is as polarized as our nation. This week on The Divided States of Media, Dan sits down with media executive, journalist, and founder of Fourth Watch, Steve Krakauer. Having worked for both Fox News and CNN, Steve gives a behind-the-scenes look at how the media works, shares his thoughts on how we got here and provides a plan to get back to where we need to be. Steve’s insights can help marketers and American citizens as a whole navigate through today’s divided media landscape. Highlights: 5:30 – How the emergence of social media and increased audience fragmentation has facilitated the polarization in media 10:10 – Why Steve started the 4th Watch Newsletter 25:20 – How personal “brand building” affects media content 27:19 – How media should work – Steve’s 4 pillars of journalism: 1) Intellectual Honesty 2) Intellectual Consistency 3) Intellectual Curiosity 4) Intellectual Discomfort 32:00 – What happens if we stay on this non-healthy media diet we’re all on? 49:06 – The Unsolicited Advice Game 57:00 – How marketers can impact change Click HERE to listen to the full episode

By: Oxford Road This week on The Divided States of Media, Dan sits down with fellow Michiganian and Wall Street lawyer-turned-podcast interviewer, Jordan Harbinger. As a podcaster who’s interviewed everyone from Kobe Bryant to Ray Dalio, Jordan has a strong word of caution to the media system as it stands, and a warning to all if we don’t turn things around soon. Highlights: 14:09 – Jordan on “Virtue Signaling” 18:34 – The importance of journalism and podcasting right now 31:42 – The challenge of the media self-censoring 39:59 – Extremism – “Talk to anybody on the extreme left or the extreme right, have a clue what the other side actually wants or thinks. They’ve never given it any modicum of thought.” 51:36 – This week in “Unsolicited Advice” 56:53 –  Jordan on “Cancel Culture” – “It’s unequivocally a bad thing.” 1:07:00 – How do we get back on track? “Education, education, education.” Click HERE to listen to the full episode

By: Oxford Road This week on The Divided States of Media, Dan sits down with entrepreneur, political figure, and author of “Contract to Unite America”, Neal Simon. Dan and Neal discuss how by being unaffiliated with any political party, Neal was able to lead a charge to unite the country and bring pragmatism back to Washington and Madison Ave. For marketers dealing with a seemingly polarized consumer base, Neal shares practical insights to gain an edge by reaching out to the “Hidden Majority”. Highlights: 3:52 – Neal shares the challenges of running for political office without the backing of any political party 6:41 – What is the “Hidden Majority” and why are they important? 10:46 – How the lack of incentive structure makes it hard for politicians on either side to commit to unity 20:05 – Dan makes yet another recommendation to watch the documentary Stars and Strife 25:30 – This week in “Unsolicited Advice” 27:37 – “Marketers need to think about how they can be part of the solution and not part of the problem.” 36:23 – There’s no centrism in media and social media, it’s either black or white Click HERE to listen to the full episode

By: Oxford Road Our 10th Episode! This week on Oxford Road Presents: Media’s New Deal, Dan sits down with Benjamin Nazarian, the CEO of one of the fastest-growing companies in the space, Therabody, maker of the coveted Theragun. In this episode, Ben shares the secret to successfully growing a multi-million dollar brand from zero, as well as rebranding the business, expanding product lines, and pivoting from retail dependence to full DTC in 2020. This week’s episode is a master class for marketers looking to add zeros to their bottom line. Highlights:   4:27 – The origin — how Ben got involved with one of the most popular brands in the fitness world 7:03 – Rebranding a successful company when you’re practically a household name during a pandemic 10:06 – Entering a crowded CBD marketplace — DIFFERENTIATE! 13:05 – Doing good without pandering 17:14 – Balancing performance marketing and branding 20:20 – What channels truly drive growth for a growing DTC brand? 29:24 – How COVID is affecting the consumer landscape 36:39 – Ben’s Top 10 Habit Hacks 40:52 – How the recent focus on social injustice has impacted Therabody’s business 45:13 – Ben’s approach to marketing toward a divided nation 50:42 – How to bring your company to the next level Click HERE to listen to the full episode

By: Oxford Road Welcome to Episode #2 of Oxford Road Presents: Media’s New Deal, our limited-run series designed to help marketers keep up with the changes in the age of Coronavirus. This week, Dan speaks with David Field, Chairman, President and CEO of Entercom Communications Corp. (NYSE: ETM). Reaching over 170 million Americans every month, Entercom is the second-largest radio broadcaster in the U.S. and owner of emerging media platforms such as Cadence13 and Radio.com. David’s place is firmly fixed on the Mount Rushmore of Radio power players, and he is deciding (not speculating) on what comes next… Highlights: 5:42 – The challenges Entercom has had to contend with due to the health crisis 10:21 – The hard decisions David has had to make as a leader to preserve the health of the organization 15:24 – How Entercom has fared against competitive media companies 20:13 – What the future looks like for media companies post-COVID-19 29:31 – How Entercom is utilizing their unsold inventory and the opportunities for advertisers who can spend right now 35:25 – David addressing the skepticism in the market around ratings reports 45:58 – How the crisis will impact the podcast industry’s growth trajectory 48:13 – How audio is uniquely positioned to be useful in this new environment 52:15 – How brands should think about hitting the right tone in their creative as listener preferences evolve 54:40 – David’s final advice to marketers planning the next few quarters

By: Dan Granger The first data from Nielsen on radio listenership post-COVID-19 is in, and it seems too good to be true. Oxford Road Founder and CEO Dan Granger interviewed Westwood One’s Pierre Bouvard earlier this morning to get to the bottom of what’s really going on. Highlights below: Nielsen’s PPM data suggests a drop of just 4% in total listenership on radio? Can we believe this? Average persons listening to the radio at any given time is down just  10% Despite the fact that most of us are in quarantine, Nielsen data says 62% of radio listening is away from home. While this all may seem too good to be true, the Nielsen data combines streaming and terrestrial feeds to calculate the total listenership of the channel during this pandemic. So it’s not as surprising. Listen to the full interview HERE

By: Kyle Jelinek As a Strategy Lead at Oxford Road, there is nothing quite as rewarding as bringing a client onto a new marketing channel and shattering their performance goals. It’s intoxicating. During my time here, I’ve been fortunate enough to be in the pilot’s seat as we skyrocketed offline advertising campaigns from small test flights into six and seven-figure-per-month performance marketing machines in a matter of months. While not all campaigns I’ve led have generated this kind of stratospheric growth, I’ve seen far more winners than losers. Success aside, it’s part of the human condition to dwell on failure, and there’s one campaign from years ago that haunts me to this day — a Podcast test that crashed and burned at take-off. It’s said that success has many fathers, and failure is an orphan. On this campaign, like a reluctant guest on The Jerry Springer Show, the paternity test came in and it turns out this baby was mine. While the reasons for failure were not a result of negligence or malpractice, in hindsight, there were at least five points that directly impacted the success of the campaign. As it stands, the client has the perception that offline advertising doesn’t work for them (they could be right, but we’ll never know for sure). Below I’ve detailed every mistake I made and shared what I would do now if I could turn back time.  My team and I launched the campaign in question on the heels of a few monumental wins in the Podcast space. I felt invincible. Perhaps in my cockiness, I failed to realize we were setting up this new account for failure. The stage was set as follows: The client’s product category was crowded  We didn’t push hard enough for a proper attribution survey  We allowed the client to dictate copy decisions against our better judgement without pushing back  Podcast hosts refused to try the product and we proceeded anyway The overall test budget was too small and the client put too many restrictions on the content NAVIGATING A CROWDED CATEGORY Success is easier to find when you bring a completely new category to the marketplace. But when you’re 3rd, 4th, or in this case, 7th to market, it’s harder to stand out amongst the crowd. When you find yourself in a list of “me too’s”, you must find a distinct point of differentiation. Marketing guru Jack Trout defined this as the “Differentiating Idea” in his 2000 book Differentiate or Die. In short, the “Differentiating Idea” is having a simple concept that separates you from your competition. The classic example is the real-life “It’s Toasted” campaign for Lucky Strike, fictionally re-created on the TV show MadMen. In the show, Creative Director Don Draper uncovers something that everyone else was doing but not mentioning in their advertising. The agency helped the client create their “Differentiating Idea”. Had I been able to do it all over again, I would have fought like hell to uncover a true “Differentiating Idea” for this client. As it stands, they were one of more than a half dozen competitors in the space saying the same exact thing to the same people. The result was a campaign that didn’t stand out in any way, and ultimately didn’t hit the client’s KPI goals.  THE IMPORTANCE OF ATTRIBUTION AND A STRONG OFFER Unless you’re providing an unbelievable offer, results typically indicate that 10% – 50% of people will actually jump through the attribution hoops us marketers put forth (i.e. vanity URLs and promo codes). The better your offer, the higher the percentage of total response will be directly attributed. I use the hypothetical analogy of a car dealer that said, “anyone who shows up to our dealership this week and remembers the special password gets a free car”. In this example, it’s safe to say that close to 100% of the respondents would remember the password. This particular campaign launched before the days of pixel-tracking on Podcast. While this new method of attribution is still in its infancy, pixel-tracking is filling in the gaps that may have helped this client see the large number of customers who responded to their ads without using vanity URLs or promo codes.  At Oxford Road, calculating the indirect response of a campaign without the use of tracking pixels has traditionally been accomplished using a post-purchase survey. Not only did the client in question not have the ability to implement a post-purchase survey, but the offer they advertised was the same as what customers would get going to the main site. Therefore, the trackable visits from the campaign was likely much lower than what the campaign actually drove, but we couldn’t prove it. If you don’t have your attribution methodology in place to account for the total universe of respondents, you’re dead in the water. If I could do it again, I would have laid down on the train tracks to make sure the campaign’s KPIs were either adjusted accordingly, or that a proper attribution path was implemented. CLIENTS SHOULDN’T WRITE COPY They say “the client is always right”. The truth is, they’re usually wrong — especially when it comes to their advertising copy. At Oxford Road, we evaluate the elements that must be present in a performance marketing ad using our proprietary measurement tool, Audiolytics™. Our tool brings objectivity and clarity to our client’s message, using a binary evaluation methodology which includes an expert review of 9 key components and 71 key data points — or subcomponents — to ensure optimal messaging design resulting in enhanced performance.  We strive to have every ad we put on air achieve an Audiolytics™ score of at least 90 out of a possible 100, but this one fell far short. We’ve already identified that the client wouldn’t provide an offer that was commensurate to what they were offering on their main site (missing Audiolytics™ Key Component 6: Offer). Missing a key component like “Offer” alone is problematic enough, but it gets worse. This client insisted on writing their own version of the podcast script in such a way that it could never achieve a passing Audiolytics™ grade. Their version of the copy missed an additional key component (Scarcity) and lacked several subcomponents. Despite pushing back, the client ultimately had their way. Perhaps I was overly optimistic, but in Podcast, even sub-par creative can work if the hosts really get behind the product they’re selling. If we could manage to get the hosts to rally around this client’s product, we could save this test…or so I thought. HOST ENDORSEMENTS NEED TO BE AUTHENTIC The magic of Podcast advertising happens when the show host gives an authentic endorsement of how they’re using the product or service and communicates to their listeners on why they should try it too. We generally accomplish this by sending the host free product and conducting onboarding calls with every host to discuss ways the hosts can communicate their experience with their listeners. With this campaign, the product required a little extra work on the host’s behalf in order to actually use it — there was no way around it. While I believed the hosts genuinely intended to do the homework, they ultimately never followed through and we were left with flat reads. The lesson here is that if the hosts aren’t into what you’re selling, you may need to find new hosts. Bonus note — if hosts aren’t willing to do a little work to get your product or service for free, perhaps you need to rethink your business model. A PODCAST TEST NEEDS TO BE DIVERSIFIED While it may have been possible years ago to run a test campaign on just a few proven podcasts and get a quick read on performance, the current landscape requires a more diverse approach. Now, with over 700,000 podcasts available and new genres and subgenres popping up every week, the podcast space is more nuanced than ever. While this is great for those of us who listen to podcasts, it presents a challenge for marketers. To add insult to injury, this client had specific mandates on which shows we could and could not buy, and a very limited budget. No political podcasts. No comedy podcasts. And we must avoid any show that may curse during the entire show. The result? We were launching a campaign with both arms tied behind our back. We had a test that was too small, on a handful of podcasts that fit within the client’s tiny budget and criteria. Given the opportunity to do it all over again, I would advocate for a larger testing budget that would allow us to test a wider array of podcasts across multiple genres so we could find pockets of success. Unfortunately, we didn’t have that chance.  LESSON LEARNED And there you have it — a recipe for failure in advertising, but I have to come clean. The truth is this “client” is actually an amalgamation of a few advertisers I’ve had over the past 7+ years here at Oxford Road. These things did happen, just not all at the same time with the same client (I’m sure if I let one client break all of these rules on one campaign, I wouldn’t have a job). Let the lessons learned from “my worst Podcast campaign” serve as a cautionary tale — any single one of these issues could send your podcast test off the rails and should be avoided at all costs. Happy podcasting!

By Roy H. Williams The prevailing wisdom in marketing is that the more targeted your campaign, the more efficient it will be. In this week’s Influencer, we turn to Roy H. Williams (The Wizard of Ads) to make a case for why this isn’t always true, and may actually be preventing your business’ long-term growth.  Good decisions come from experience. Experience comes from bad decisions. Bad decisions aren’t made because a person is stupid. Bad decisions are often the result of logic. The first thing experience will teach you is, “Not everything logical is true.” Logic among advertising professionals says, “Always target the right customer.” But if you embrace that premise, you will gravitate to online marketing because it allows you to reach specific types of people, track results, gather data, and hold your ad budget accountable. you will spend too much money to reach too few people. you will see your advertising efficiency decrease, not increase, as you grow. you will fail to become widely known. Alex Iskold is not an advertising professional. Alex blogs about startups and venture capital as the Managing Director of Techstars. He was previously the founder and CEO of Information Laboratory, which was acquired by IBM, and Chief Architect at DataSynapse, which was acquired by TIBCO. In other words, Alex is a tech guy. His home page bio says “An engineer by training, Alex has deep passion and appreciation for startups, digital products and elegant code. He likes running, yoga, complex systems, Murakami books and red wine. Not necessarily in that order and not necessarily all together. He blogs about startups and venture capital at http://alexiskold.net ” Recently, he wrote, “2019 was the year when VCs and startup founders soured on paid acquisition. Contrary to what most thought a few years back, CAC (Cost of Acquiring a Customer) didn’t go down as many D2C (Direct-to-Consumer) startups scaled. The costs instead went up.” “The explosion of D2C brands and mega rounds of funding led to massive amounts of capital deployed into advertising. All this cash flooded Facebook, Instagram and other social channels, and bid up the costs of Google ads. We’ve heard that these channels have become saturated, and that the companies are seeing diminishing returns on spending additional advertising dollars.” “We also heard that consumer’s attention has become fragmented and that, combined with increasing competition for eyeballs from the brands and saturation of the channels, has led to increases in CAC (Cost of Acquiring a Customer).” “While all of this is absolutely true, this is only 1/2 of the story.” “Why startups struggle to scale: The reality is that unless you have strong word of mouth, you are forced to spend money to grow your customer base. And that relationship between the spend and the growth is linear. The more you spend on marketing and advertising the more customers you get. On the surface it sounds great, but if and when you dial down your spend – your growth stops.” Mass media includes television, radio, and outdoor, each of which is shockingly affordable when compared to the cost of paid, online advertising. I have a number of friends who own large, online companies that sell millions of dollars per month – Direct to Consumer – around the world. The average brick-and-mortar business invests 5% to 10% of topline sales into advertising. My buddies who own D2C online companies are spending 30% to 35%. The logical criticism of mass media is best summarized in a statement that has been aimed at me hundreds of times by promoters of online targeting, “You’re using a shotgun, but I’m using a rifle with a scope.” But the shotgun vs. rifle argument assumes that the costs are reasonably equal. But the simple truth is that you can reach thousands of untargeted people for the price of one, targeted person. And among those thousands of untargeted influencers will be not just one, but several of the people you would have targeted. The familiarity you win and the reputation you gain and the word-of-mouth you trigger by reaching all those untargeted influencers will be yours at no extra charge. But if you leverage your budget into local, mass media, you will feel certain that you’ve made a mistake during the early months when you’re not seeing significant results. you will experience a time when your rocket ship finally begins accelerating, if you don’t chicken out. We call this window “breakthrough.” you will see your advertising efficiency increase, year after year, as you grow. you will become widely known.

By: Oxford Road Today we conclude the Audiolytics™ Master Class. But, as the Wizard Gandalf once said, “End? No, the journey doesn’t end here.” Rest assured, there will be more to come in 2020. For a review of where we’ve been so far, click on the links or jump down to enjoy the elucidation of the Ninth Audiolytics™ Key Component, “Execution.” Audiolytics™ Master Class Overview & Introduction Audiolytics™ Key Component #1 – Setup Audiolytics™ Key Component #2 – Value Prop Audiolytics™ Key Component #3 – Positioning Audiolytics™ Key Component #4 – Demonstration Audiolytics™ Key Component #5 – Substantiation Audiolytics™ Key Component #6, 7, and 8 – Offer, Scarcity, Path “The more you see, the less you know…” Paul David Hewson, Irish Poet I lead with this quote because creative is subjective. As subjective as each person is unique. Yes, there are many guiding principles and commonalities. But there is an X factor. We all know it. The thing that makes you YOU is the same kind of thing that makes one piece of creative stand out and be remembered over all the others. The longer I do this, the more I experience—and appreciate—this truth. “I’ve directed over 1,000 commercials and the key to repeated success is to polish the script and prep the shoot methodically. But the magic happens when you embrace chaos and random whims of inspiration. Screw the process when magic strikes. But what folks misunderstand is…you can’t disrespect the process unless you first know to respect the process.” Jordan Brady, Filmmaker, Commercial Director, and Host of the “Respect the Process” Podcast In Oxford Road’s case, the process is the Audiolytics™ formula and the final Key Component is Execution. It’s HOW you communicated everything included in the first 8 Key Components and then the fact that Execution is the LAST Audiolytics™ Key Component is very much intentional. How often is a marketing message kicked off with a little too vague definition of the business goal and then catapulted into admittedly exciting creative conversations about HOW we’re going to say it. That approach is backwards. First of all, how are you going to measure success? Then, how long do you have to get there? Once you’ve answered these questions, then determine when that will be measured. Every day? Every week? Or is your advertisement simply meant to make people aware that you exist? No matter what your answers are, the first Eight Audiolytics™ Key Components will ensure you will have all of the elements needed to make up your marketing message. Part of answering all those questions is research. Todd Lauer, VP of Brand & Creative at LendingTree, talked with me about how LendingTree’s tagline for sixteen years, “When Banks Compete, You Win” was developed. In a focus group of actual LendingTree users in 2002 a woman said, “It was kinda like, when banks compete, I win!” Start with your customer reviews, put them all in a spreadsheet and scour them for similarities and for statements like this one. Then invite a few of your customers in and just talk to them. It’s practically free and may just give you a tagline for the rest of the life of your company. Is the advertisement intended to be part of a campaign that is 60% Awareness and 40% Activation? Whatever the mix is, how long will it take you to get there? Are you attempting to raise your share of voice so as to raise your share of market? (a very good idea by the way). Or are you simply putting a message out that you believe needs to exist in the world? Are you attempting to raise consideration or simply going for a newsworthy piece of creative and don’t care what the consequences are if you put out something considered offensive by some or many? But there is something ELSE, and we all know it. Henry Ford talked about it late in his career. After making the ultimate boiler plate of boiler plate products he admitted there was something to this “style” thing. Call it chaos, call it emotion, or call it story appeal. We’ve been working on communicating with each other for a LONG time. It’s a tool as old as almost any other. At least 44,000 years in the making. To do this, we have to talk to each other in a way that is easily understood by other people living in the cave. “Want to hunt the buffalo? Go to the big magnolia tree and hang a left.” Having answers to all Eight Audiolytics™ Key Components and all Seventy One Subcomponents is critical, but…It doesn’t mean you use them ALL in every marketing message. Sometimes, you don’t need to tell a story. For Target’s LA billboard—because they’ve spent decades and billions of dollars building the brand—all they needed to do is tell the audience where they’re located.  Answering the questions within the Audiolytics™ framework equips you with everything you need based on your goals. Only then can you use the final Key Component, Execution, to… “Tell the truth, but make the truth fascinating. You know you can’t bore people into buying your product, you can only interest them into buying it.” David Ogilvy, Advertising Legend  Then, your data comes in. But, be careful. I’ve heard many a marketer claim, “We’re insanely obsessed with data.” Well, so are conspiracy theorists. When it comes to creative, make sure you’ve respected the process and answered ALL 71 Audiolytics™ Subcomponents. Then, switch off your targeting computer and use the Force to allow for the Chaos. Find the X Factor and put it in your advertisement. You know what “good” is and you know what “memorable” is, but the key to getting there is courage—so dig deep. Once you have your goal defined then it’s all in the packaging. It’s all in how the message is delivered. The quote I started this article with isn’t just by an Irish Poet, it’s a lyric in a song by U2. “The more you see, the less you know…” Bono You know who he is because he hasn’t taken his sunglasses off since the early 1990s. Because his style is unique. Because he does memorable things and even changed his name to something memorable. Here’s to the courage to be as memorable as Bono in our advertisements—so that they achieve best in market performance at maximum viable scale. Be brave. Be brave. Be brave.

By: Oxford Road and Dan Granger with Kyle Jelinek In 1943, humanist psychologist Abraham Maslow introduced his concept of a hierarchy of needs in his paper “A Theory of Human Motivation”. This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other, more advanced needs. While the true nature of motivation and fulfilling basic needs in order to live a full life has been debated long after his death, Maslow’s basic model still rings true nearly 76 years later. As I face the day-to-day grind of working through hard things with all of these humans, or worse, have to work through the limitations of my own humanity, I often remind myself that we’re all just kids in a sandbox. We guard our territories. We make things. And we get upset when someone steps into our area or isn’t playing fair. We look for an authority to hold them accountable. When we’re kids, we get what we get, and then the cement dries. If basic needs are not met, for the rest of our lives, we look to the world to make up the difference. The same needs and desires are at play when we get older. Will anyone notice how hard we are working? How good of a job we did? We worry if there’s going to be enough for us to get by, or if something unfair is going to happen. Age means very little in these matters. Sibling rivalries occur in every season of life. We see politicians in their 70’s spending millions of dollars to tell us why they are good, but the others are bad. We want to know that our bosses, friends, and family care about us; we even need the love of our customers. We long for them to believe we are special and to tell us so. As children, we had to rely on others to feel safe, for nourishment, and for survival. The deeper difference, of course, is that as adults we are no longer powerless. As basic needs are met, we rely on things like clothes, cars, and extensive vocabularies to create the perception that we are something more than just kids in a  sandbox, desperately hoping that it will all be ok. To feel we will not be forsaken. There was a time in our lives when we truly were powerless. Today we are different because we can bring these things to ourselves and satisfy many of our most primal longings. Still, most of us struggle with the fear of being forsaken. We toil all day to avoid feelings of powerlessness, however unlikely that our primary needs cannot be met. In my own life, I go to great lengths to avoid feelings of powerlessness. I much prefer to be ”solution-oriented” and to always have a plan. When that doesn’t work, my safest strategy is to slow down and focus on gratitude. To remind myself of all I’ve been given: The love of my wife and my daughters. The material things, far beyond what a life should require. A business that allows me to support my family from the type of work I was made to do. The friends, the family, even a Goldendoodle. If I spend enough time remembering and taking inventory of all the things I’ve been given, beyond what I feared I might never have, the feelings of forsakenness melt away, no matter what kind of day I’m having. But what about those who have no agency? What of those who genuinely are powerless in the world? You and I may not be powerless over getting our basic needs met, but right now, as you read this, there are a tragic number of people who honestly cannot. Walk the halls of your local Children’s Hospital and listen to their cries. There may be world-class medical care available, with caring nursing staff and new technology that is saving children’s lives in ways never before possible. But there is still something missing, that may be as important as medical care–the loving touch of human hands to hold helpless children as they wait for someone to heal their pain and to send them home. A basic need in Maslow’s hierarchy not being met, despite the abundance of qualified people ready to help. It is, for this reason, we started the Koala Corps. After seeing the pain that my own daughter went through, between multiple surgeries during her first six months while she lived at Children’s Hospital Los Angeles, I know what forsaken looks like. An endless sea of helpless children, each stranded in torment alone on a desert island with no human presence or human touch to say, “It’s all going to be ok.”  I’ve seen how even the most caring and available family cannot be there 100% of the time, and what happens between visits is nothing short of a tragedy. Short-staffed and busy saving lives, the hospital staff doesn’t have time to hold every child, so the babies are left to cry. The real tragedy is that enough volunteers are ready and willing to help. But without proper funding to screen, train, and manage qualified caretakers, thousands of children are left alone, in pain, and feeling forsaken. We work hard every day to meet our own needs and to avoid this feeling in our own lives. At Oxford Road, we give money every month to this cause. We launched the Koala Corps to raise sufficient funds so that Children’s Hospital in Los Angeles can fund the program to see every child has someone to hold them for the next three years. We are about 20% of the way toward our goal, but we need your help. Please consider giving through the Koala Corps. 100% of your contribution will go to Children’s Hospital in Los Angeles, and YOU CAN make a difference in the life of a young child who cannot help themselves. Simply go to www.KoalaCorps.com to give right now. If you are a media partner and want to collaborate with us in deeper ways to achieve this mission, please contact me directly: dan@oxfordroad.com While we’re all playing in our sandbox, I’ll bet that you, like me, have countless reasons to be grateful. Out of that gratitude, give back today so that these little ones do not spend another unnecessary moment feeling forsaken. Thank you, Dan

By: Roy H. Williams Amateur ad writers assume everyone makes decisions based upon the same criteria they use. This causes them to unconsciously frame their messages to reach people exactly like themselves. Professional ad writers frame their messages to speak to the felt needs of a specific consumer. People are multi-dimensional. We make decisions to purchase based on a variety of criteria, but two of the big ones are Time and Money. “Time and Money are interchangeable. You can always save one by spending more of the other.” – Pennie Williams A person who feels they have no money and no time is buried in financial and relational obligations. A person who believes they have more time than money is a bargain hunter. A person who has more money than time is overworked and highly paid. A person with lots of money and time is looking for something to do. Consciously or unconsciously, every ad is framed to speak to one of those four perspectives. It isn’t really about whether we can afford to spend the money. It’s about whether we FEEL we can afford to spend it. A person may feel they have the time, but not the money, to purchase a product in one category, but later that day feel they have the money, but not the time, to purchase a different product in a different category. We evaluate messages – news, information, and advertising – based on Relevance and Credibility: Relevance: “Does it matter to me? Do I care about this?” Credibility: “Do I believe it?” A message high in relevance but low in credibility is hype. “I would be interested if I believed you.” A message low in relevance but high in credibility is a tedious waste of time. “I believe you, I’m just not interested.” Are you speaking to the felt needs of your customer, or are you speaking only to yourself? Are the things you’re saying believable, or do they sound like unsubstantiated hype? Identity Reinforcement and Self-Expression: We buy much of what we buy to remind ourselves – and tell the world around us – who we are. A surprisingly high percentage of purchases are about self-expression. We bond with organizations that show us a reflection of our best self-image. When we perceive that an organization shares our outlook and our beliefs, we prefer them and their products. Win the heart and the mind will follow. The mind will always create logic to justify what the heart has already decided. Roy H. Williams – – – HERE is the post in entirety. The Influencer suggests subscribing to the Monday Morning Memo by clicking HERE. Roy H. Williams is the author of the New York Times and Wall Street Journal bestselling Wizard of Ads trilogy of business books. His Monday Morning Memos have been read by people worldwide since 1994 and he has never missed a Monday! He and his wife, Princess Pennie, are the founders of Wizard Academy, a 21-acre 501c3 school for entrepreneurs that overlooks the city of Austin, Texas from atop a plateau that rises 900 feet above the city.  The school is administered by a 9-person independent board of directors.

By: Dan Granger Smart Speakers In Your Delorean & What Happens Next Fire up the Flux Capacitor! This week we travel to a world reimagined through the future convergence of Voice, 5G and the Internet of Things. In the third installment of our 4-part series, Oxford Road Founder and CEO Dan Granger shares a glimpse of what’s possible as smart speakers transform the world as we know it. Next week we’ll return to Hill Valley to take a look at practical applications for marketers. For now, buckle up as we accelerate to 88MPH.  If you missed the two previous parts of this article, click HERE for part 1 and HERE for part 2. For 1:1 consulting to ensure your brand is prepared for the Internet of Voice, please contact voice@oxfordroad.com.  ____________________________________________________________________________ So what comes next? With this new speed of information processing, you will suddenly find your smart speaker smarter—and growing more so every day. No longer just a device that can listen and respond. It will move toward more advanced prediction and personalization as making recommendations from machine learning will become exponentially more sophisticated and useful.  Imagine calling a customer service line where extroverts would rather deal with the machine than a live agent. Soon, it’s also a companion who shares your interests and converses with you about them in ways we have only seen in fiction. Your smart speaker is a coach and a teacher. This teacher, however, has all the world’s knowledge and can distill it into words and voice that appeal to your personal learning style and preferences. Siri takes on the voice of your desired celebrity, like what Waze does today, but directing you through your life—not just traffic—and infinitely more adaptable. It can play nanny to your child while you’re cooking or help with homework. Alexa is your therapist. Remember social media? How would you like to be transported into conversations with someone whom you’ve never met but are more compatible with you than 99.9% of the people you encounter in-person. Perhaps this could help in dating. Don’t bother filling out a profile, as your smart speaker has been filling it out for you as it observes your interactions and interests during your every waking hour for years. Wait until it matches you with compatible users live, based on any criteria you can think of, ready to explore any topic. The world just became infinitely smaller.  As the IoT evolves with equal rapidity, the usefulness of your smart speaker will be amplified by devices dealing with other senses. How will sound engage with sight, smell, taste, and touch? Are you hungry? Wearable technology will know what food will balance your taste preference, mood, weight goals, nutrient deficiencies, food allergies, and more so that you don’t have to think of what you want for dinner. Approve Alexa’s suggestion, and a drone will deliver the perfect meal to your door in minutes. Are you lonely, but don’t want to deal with human interaction? Proxies of real people await your company. Recorded data from other users can be accessed, forming a composite of that person to provide a credible approximation of what statements they might make, how they would respond to your question, their voice—with their speaking patterns, accents, intonations, vocal tics, and incredible likenesses. The more data that has been captured by or about an individual, the better they can approximate them. In the absence of data, it can extrapolate from what is known and statistically give probable statements from lookalike personas. You can now watch any movie, show, or sporting event with anyone you desire, whether you’ve met them or not. Adjust the settings if you would rather that they hold their complaints. It can raise the dead.   What would Abraham Lincoln do? At some point, an apparition will tell you. Once all his speeches, letters, testimony from witnesses, images, and recreations have been fed into a central learning system, 3-D Holograms may bring his being into your physical space. How many others have passed away that are now available to engage with you?   How far are we from AI learning so much about our preferences and response patterns that it can effectively predict our thoughts and decode our imagination? At what point will it know what we want before we want it as well as what we are willing to do to get the things that we want? The possibilities may be too extraordinary to consider for our immediately practical purposes.  How, then, shall we live? One stage at a time. When we bought our first iPod, we didn’t know we were creating the podcast industry or that this device would evolve into the smartphone. The first step is to understand that your smart speaker is more than a modern radio to keep in your home. It is infinitely learning and expanding in its ability. We have discovered a new world, and now it is for us to till the soil.

By: Dan Granger Part 1, Duck Pizza! An Idea Before Its Time For the past half-decade, few industries have received such adulation or self-congratulation as Podcast. Oxford Road has shared this enthusiasm throughout the ascent. Yet amidst the deafening fanfare, there is a much larger movement afoot, which stands to upend the audio landscape for marketers and transform the way consumers, corporations, and governments deal with voice. Relatively speaking, Podcast is only a precursor to the forthcoming revolution. What follows is the first installment in a four-part series written by Oxford Road Founder and CEO Dan Granger as he guides you through the past, present and future of a voice-connected internet, and all that it portends. This series of editorials is a must-read for both brands and media organizations if they are to seize the opportunity it represents, before it falls into the hands of faster-moving competitors. For 1:1 consulting to ensure your brand is prepared for Internet of Voice, please contact voice@oxfordroad.com. ____________________________________________________________________________ The call came out of the blue. Fate had brought us together and we must meet at once. He had initiated the second coming of Google and had not a moment to spare. His name was Robert Blaisch. Fifty-seven years old, weathered, but bursting with vision and a deep understanding of the inner workings of emerging technology. A former hippy restauranteur with a Berkeley Degree, Bob was the father of “The Voice Internet.” This overwhelmingly ambitious tech company had spent ten years in stealth mode before claiming to be a tech company or “in stealth” became commonplace. Since 1997, he doggedly pursued his vision of an interconnected world where voice would give us instant access to anything imaginable, or at least commensurate with what you could get on the internet. He had purchased the vanity phone number 1-800-555-5555 to serve as the single point of entry and operating system for a new worldwide web of audio. His laboratory was buried below the Louise Green Millinery Co. along the 405 Freeway in West Los Angeles. I was in my late twenties and reaching for minor innovations in the radio industry. Immediately, I fell head over heels for his mad scientist routine and would be Marty McFly to his Doc. I set up pitches and leveraged my radio experience to give him contact with the industry he sought to re-engineer.  “Duck Pizza!” This he would shout into his cell phone as a demonstration of the platform’s capabilities to fulfill even the most obscure of fantasies for transacting commerce via voice command. He would trot out surrogate father and Academy Award Winning Actor Martin Landau to bring some old Hollywood charm and credibility to his offering. On paper, his strategy was flawless. Problematically, every demo seemed to fail mid-pitch as his speech recognition software could not keep pace with his vision. Any enthusiasm from corporate executives waned with every botched demo. We cobbled together a few small deals to test its usefulness to advertisers, but the technology could not support a sustainable business. Soon I moved on and redirected my energy to make way for the coming of the Great Podcast Revolution. Bob fought valiantly for another decade, ultimately scrapping The Voice Internet for parts and selling the world’s best vanity phone number to a law firm. Two years ago, all out of money and a Rolodex long worn thin, Bob awoke from his impossible dream. The Voice Internet was disconnected.  In a tragic coincidence, The Voice Internet’s demise occurred at the precise moment in history that a voice connected internet was reborn in the form of Amazon Echo, Google Home, and the Apple HomePod. All along, Robert Blaisch had been right in his vision, but wrong in his timing. And, perhaps, his execution.  In technology, timing is everything. But like gazing at the stars with the naked eye, what appears to be the present is only an approximation of the way things used to be. To predict where things are going, we must triangulate—from the known past as well as our imagination. For those of us who are not Technological Futurists by trade, how are we to live and adapt to the changing of an era? We have now witnessed The Information Age and watched it dismantle and reorganize our reality as we understand it. Today, we feel the tremors of a new wave in technology. We know that the ground on which we stand is about to shift again, exponentially evolving from what we’ve already seen. For the first time, we are legitimately unsure of our future value or ability to compete with the forthcoming capabilities of machines.  This is part 1 of a 4 part series. Click HERE for the next chapter.

By: Richard Laermer Richard Laermer is the bigmouth CEO of RLM PR which represents illustrious clients including Oxford Road.   In the 300 years during which I’ve worked in a service business, I find that the people who hire me are not looking to be right. They’re looking for me to tell them what is right.   The very concept that somehow they know—because inherently they’ve done this in a previous life—how to do PR seems a little off. I have watched a few dozen PR firms that look, smell and taste just like mine simply “yes” their clients to death, only to find out later that nothing was really done on their client’s behalf.   It’s what I call the “make it easy on yourself” theory: If you just nod and go with the flow, no one will argue with you. Yeah, that’s not the secret to life.   See, if you’re actually doing something for your clients, you have to break a few eggs. You need to explain precisely what you are doing and show the client that what you’re doing will net results.   I have always felt that talking a client into something that is right for them is simple. You explain what they get for participating in your grand scheme—then explain what they don’t get for not taking part. It’s pretty logical.   People coming to me to tell me how to do PR is so nonsensical it makes my head hurt. When the perennial question comes into play—“What is the story that we should be telling”—I’m glad they asked. We’ve worked in around 40 industries as a generalist firm, and we know which stories work and which don’t. It’s cliché to say—but what “plays” is second nature to us. In the dot-com days, we learned the hard way that a release stating Our CEO Sneezed will get laughed right out of the room. The idea that you think something your leader did is media-worthy is—well, funny. A story has to have an awesome angle or possess something tied to the news in order to procure coverage. Just to put something out because you feel like it is short-sighted. All it does is make the recipient or reader roll their eyes.   You can trace that notion of everything being press-worthy back to the demise of the once-decent internet provider “Aol.” (yes, Aol, not AOL—their branding). See, I watched for years as they released something they called news every single day—whereby reporters saw this as “the boy who cried wolf” scenario and trashed every single one. When America Online did something of value—I think it was version 12.0 that really had a path to greatness—the media didn’t even look up. That release (which I read with interest because a monolith had done something right), ended up in circular filing cabinets worldwide.   This is called Machine PR. It’s thinking you can churn out a constant stream of not-very-interesting news and somehow, if you do it enough, one thing will end up in the news. Which is not how any of this works. PR is a relationship-based business, which means we can’t RUIN those relationships by shoving shit down the throats of those influential journalists.   Customers who leave the work to the people they hire usually win. Naturally, I want to say “always,” but then I know that media-savvy clients are the cool exception. It’s because of what they did in a prior life or majored in once or because this is something that fascinates them. I adore the clients who are “media junkies” because they’re the ones who respond right away to an idea from our team—and come up with ones derived from a plethora of reading. Those are some melodious tunes to my ears.   The bottom line: The customer is only right when the customer knows what the heck she is talking about from experience or research/knowledge. It’s true—leave the expertise to the experts. Admit when you’re wrong or lack expertise. It’s healthy. And, it pays off. Always. Just ask that CEO who sneezed and did not bother telling anybody. 

By: Stew Redwine EVERYONE loves an Origin Story. Just look at the box office hauls for Black Panther and Captain Marvel. And why in the world would Ancestry.com or 23andMe be so popular? Because we want to know where we came from—just like we want to know where superheroes come from—and even the Founders of companies. Blinds, Boll & Branch, LendingTree, Mack Weldon, and NetSuite are just a few of the brands Oxford Road has partnered with in recent years to create smash hits in audio and on TV by telling those brand’s Founder stories. In the case of Blinds, LendingTree, and NetSuite—all three brands had never used their Founder before. In the case of Blinds and LendingTree, Oxford Road was given performance goals and the Audiolytics™ powered “Founder as Spokesperson” spots we created surpassed every goal and expectation set upon them. In a certain sense, Founders are the real-life superheroes of the 21st Century. We no longer vanquish our enemies and lay claim to riches, land, and glory. Instead, the modern-day mythology celebrates those who start companies in garages and around card tables and…well…still end up laying claim to riches. But that is about all they share in common with the Achilles, Ghengis Khan’s, and Alexander the Greats of a much more savage age. It is in telling this modern-day myth, of how companies selling everything from bedsheets to cloud-based business systems, were founded and why they were founded that audiences LOVE to hear. From Gert Boyle, to James Dyson, to Jessica Alba, to Richard Branson, to several iterations of The Colonel, plus many, many more; the track record for Founder stories is strong. When a brand creates a Founder as Spokesperson ad they’re not just in good company, they are standing on the shoulders of giants. Even if your Founder isn’t around anymore, it’s easier than you might think. Use an actor to portray the Founder, like in this Dean Witter ad from 1997. Or use the current company leadership, who can speak with the same authority as a Founder, like Lee Iacocca in this famous Chrysler TV commercial, “If you can find a better car, buy it.” But why does it work? It has been two thousand three hundred years since Aristotle announced the fundamental building blocks of persuasion in his Rhetoric: “Ethos,” “Pathos,” and “Logos.” In English? Credibility, Emotion, and Reason. Together, these three concepts provide a fool-proof foundation to achieve something remarkable—persuading another human being. Consider this anecdote: What parent wouldn’t run into a burning building to save their child crying for help? The source is credible(Ethos), the emotion is deep(Pathos), and the reasons(Logos) are abundant. “Persuaded” almost isn’t the right word, really…the parent is compelled to run into the flames and save their child.  Our brains love psychological shortcuts—or “associations”—quick relays between input and meaning. When crafted skillfully, these building blocks of persuasion can compel people to take action as strongly as if they were saving their child from a burning building. Even though plenty has been said about “Pathos/Emotion” and “Logos/Reason”, not nearly enough attention has been given to “Ethos/Credibility”. It’s one of the three pillars upon which persuasion rests and deserves much more attention, for it is just as powerful as the other two. The problem with many creative agencies is they produce work that is too subjective and expensive—and more often than not, rooted completely in emotion. Then there are those ads that appeal completely to Reason. The fault with both of these is that they stray too far from the purpose for which the business was founded, and the PERSON who founded it. Yet, that’s where the power is hidden. When we speak to our audience with a source they trust (a Founder), using emotive and informative language—they will take action. Every time.  Though it is a strategy that has proven successful across industries and decades, and incredibly valuable for Oxford Road’s clients, simply using a Founder as Spokesperson is not all there is to the story. Because it doesn’t matter who is saying it until you have something to say. That is what the Audiolytics™ methodology unlocks. Audiolytics™ is a data-driven approach to creative that eliminates bias by adhering to a proven structure of 71 data points that allows Oxford Road to audit our client’s messaging, optimize it, and outperform the competition with every campaign. The Audiolytics™ formula equips a Founder with the most potent statements they can claim about their story and their company. However, you don’t want to make a Large Promise without the capability to follow it through. If a top officer is seen making grandiose promises on behalf of the company, he or she had better deliver, or it could harm consumer’s feelings about the brand forever. Our guiding principle for developing Offers and Guarantees with Founders is this, “If compliance isn’t fighting you, the offer/guarantee is NOT strong enough.” For those using a Founder as a Spokesperson, you will have confidence that every word the Founder is using will have maximum impact. In brief, here are three guidelines we’d give to any brand considering using their Founder as a Spokesperson. -First of all, it can be effective if it’s the right person. This is a combination of how the Founder resonates with the target audience and how they come across on camera or mic. At Oxford Road, we’ve discovered that most Founders have a special combination of a distinct personality, style, charisma, energy, and authority that translates well in audio and on camera. It’s their distinctiveness that comes across so well. -Second, the Founder may not want to volunteer because they want to protect against ego, want to maintain privacy, or just don’t want to do it. That’s ok, sometimes the Founder won’t be available or won’t make themselves available. Though it is ideal to have the Founder in the ad, someone else in the organization can be the Spokesperson as long as they can deliver on the promises made in the advertisement. -Third, plan on it being a long-term commitment. With one advertiser in particular, we’ve been running Founder as Spokesperson audio ads for years. That’s allowed us to tell different aspects of their story AND build up the listener’s “relationship” with the Founder. The compounded Brand Affinity that is built by having the Founder of a company talk to them day in and day out, month after month, year after year, is impossible to calculate. For these reasons, and many others, we love using Founders in the ads we create with our clients. As a bonus, a Founder starring in their own ads eliminates the potentially astronomical costs associated with hiring talent or celebrity endorsers. The bottom line is, if a company has an engaged founder, they ARE the face of the brand, like it or not. While they may not be as famous as Richard Branson or have the down-home appeal of Colonel Sanders (in whatever form he takes), they have an authentic story and voice that is all their own and a passion for their business that is unmatched by anyone on this planet. By harnessing that passion, a Founder will win the trust of future customers and compel them to take action—and that means their ads will perform better. Because EVERYONE loves an Origin Story.

By: Dan Granger “My note to all businesses, regardless of size, is that you should not discriminate based on politics for who your customers are going to be. And if your values differ from that of the host of a show, fine; use your sponsorship to start a conversation and build relationships and engage. Don’t sit in your echo chamber and just convince your friends of what you already believe. Go to other places and learn what the market really thinks because not everybody thinks like you think, on either side. And I think there’s a major missed opportunity here, which is not only bad for the discourse in this country just as Americans, but it’s really bad for business and hurts the bottom line.” – Dan Granger Full Audio – HERE Full Transcript Below: Andrew Wilkow: All right, so here we are, the last segment. Time flies when you’re having fun providing perfectly executed political analysis. We had a piece a while back in The Hill with the headline ‘What actually happens when ads are pulled over political controversy’, and the writer was Dan Granger, CEO and founder of Oxford Road. And, you know, kinda chronicling the Tucker boycott and the Laura boycott and the Hannity boycott. Karen comes to mind. Andrew Wilkow: He writes, “Conservatives in media say something controversial, ushering in an advertising exodus as sponsors have a moment of clarity, realizing their values do not align. We’ve seen this before. The red scare ripped through Hollywood, painting those with communist sympathies as enemies of the state who must be silenced and in some cases prosecuted. Conservatives in media today are not under threat of state-sponsored persecution … prosecution, but instead are subject to corporate boycotts at the direction of groups such as Media Matters, Sleeping Giants, and MoveOn.org. Today it’s subdued, but the song remains the same. Americans in powerful positions attempt to control the speech of other Americans with whom they disagree.” Andrew Wilkow:Well, you’re here in the studio, so I don’t have to read the whole thing. You know what’s funny is conservatives are loathe to go out and boycott things. There are probably some people that might not buy Ben and Jerry’s because of Ben and Jerry, and they’ve over politicized that brand. But even with some of the things Disney’s done as of late, most Republican conservative voters still want to go to the park and go to the Magic Kingdom, still, want to see the latest offering like Aladdin. It’s just not in the DNA of conservatives to boycott. Dan Granger:Well, I would argue that this is actually not about the will of the people and the grassroots voting American on the left or the right. This is usually driven by special interest groups. This is a small group of individuals that are actually paying people money to manufacturer these issues, and then they give it the appearance of being some sort of movement of the people, but it’s actually not, and that’s a big part of my problem with it. Andrew Wilkow:This is what I don’t get, whether it was Kerrigan, Hannity, or now Netflix and Disney and the Georgia abortion issue, which they’ve been proven to be hypocrites ’cause they shoot in countries all over the place that have banned abortion or same-sex marriage, or whatever it is. Why do these big companies that have very well-funded public relations departments and researchers who do their marketing kowtow to people who don’t represent anything when it comes down to potential sales and profit? Dan Granger:I think about this when I look at the shaving commercials that are coming out now. Andrew Wilkow:Some of them are getting ridicu- Dan Granger:Toxic, Andrew Wilkow:Yeah. Dan Granger:… masculinity thing. Concepts like that I have to think that there’s a revenue motive when you’re talking about it at that scale, which is a little bit different than what I think we’re talking about with some of the political talk shows. But at that scale, I feel like you’ve got a bunch of smart marketers that are looking at charts and graphs that say young people have progressive values. If we want young people in 20, 30 years, we need to adopt progressive values. And they’re trying to nurture a multi-generational sales cycle, which is a little bit different than we have changed our views as a corporation and we believe that the truth is x. We believe in y, and therefore we’re gonna do that. I am very suspicious that there are profit motives beyond righteousness and true core beliefs. Andrew Wilkow:I’ve often thought that a lot of these companies say, “Okay, who’s trying to attack our profit model?” Right? It’s the left. Evil corporations, the 1%, income inequality. I mean, you know, Amazon gets bludgeoned. Disney gets bludgeoned. You know, Bernie actually went after Disney. So they go, “If we virtue signal the right way, if we do the bidding of these activists up to this point, maybe they won’t attack our profit model anymore if we take the right stance. If we march in the Pride parade, or we say, ‘Maybe we won’t tape in this … ‘” You know that if they just do enough of that they can, you know, sneak away with their profits. Dan Granger:Yeah, I think that that’s possible. I think a lot of what we’re seeing here, however, is really a reaction, because the mechanisms have been put in place. I don’t think it would take many people. And look, I don’t come representing a political point of view on this. Andrew Wilkow:I gotcha. Dan Granger:I look out for the brands, and I also speak about it as an American because I think they’re actually making us further apart by fanning these flames. The problem that I see is that it won’t take many conservatives to manufacturer the same machinery and point it in the other direction. And I’d be very, very surprised if that doesn’t start happening soon. And it’s effectively just gonna be a race to the bottom. Andrew Wilkow:Here’s what I don’t get though,  if I’m in marketing, if I’m in sales, if I’m in advertising, I want to get my product in front of the largest potential buying demographic as possible. And, you know, I remember when I was in local terrestrial radio they’d say, “Look, the only thing that matters is these top three stations get the national ad buys.” Dan Granger:Right. Andrew Wilkow:“Everybody else is fighting for a local buy.” Dan Granger:Yeah. Andrew Wilkow:And local buys are great. You want that local dealership. You want that local restaurant. But what you really want is it’s not just the local dollars you have with, let’s say, Anheuser-Busch. You want Anheuser-Busch’s national buy. You want Dodge and Chrysler’s national buy. So you gotta make it into the top three. Dan Granger:)Yeah. Andrew Wilkow:And half the time the people that are placing the ads aren’t even looking at what the programming is. Right? I mean it could be top 40, rock, Spanish language, sports talk. Who cares? If you’re the top number one station in the market, you’re getting the ad buy, and that’s what a lot of these, ad placement, ad salespeople are looking for, or ad buyers are looking for. Andrew Wilkow:But now it’s, well, if you put your stuff on that program. You put yourself on the Wilkow Majority, you put yourself on Hannity, you’re gonna be in trouble. You put yourself on Mark Levin … It’s kind of like saying, “We’re gonna ruin your business model and the products you represent. We’re not gonna let you sell your products to those people.” Andrew Wilkow:And you know what I think is funny? I look at something like MSNBC. You can have one of their nighttime anchors do an entire bit on income inequality and cut to a BMW commercial. (laughs) Dan Granger:Yeah. Yeah. Andrew Wilkow:It’s the idea that BMW would go, “You know, we shouldn’t advertise on this program. They’re really kinda talking about how wealth is a bad thing.” Well, pretty much that’s their brand. Right? I mean their brand status is BMW, Mercedes-Benz, Audi, Cadillac, these are brands of status for people with money. Dan Granger:Right. Right. Well, I totally agree with you. And I was on the radio sales side locally for about 10 years, and so I got to see this firsthand- Andrew Wilkow:It’s a hard job. It’s a hard job. Dan Granger:Well, it’s a good job. A good way to learn how the actual small business owner is facing a lot of these challenges and problems. But what would ultimately happen is they would have a ‘Do not buy’ list. They effectively have a blacklist that big agencies, Madison Avenue shops, would just say, “Well, they’re on the list. We’re not gonna affiliate with them.” Because big brands generally want to stay away from controversy if they can avoid it. Dan Granger:What’s interesting is if you look at conservative content there’s generally a lot of performance marketers. A lot of the direct brands that are now spending billions of dollars on television, they gravitated towards some of this program, because they measure it and they know it works. And it works really well. And I think it’s actually provided a pricing advantage for companies that measure success by how many sales they make, rather than awareness or very vague KPI’s. They’ve actually created an opportunity for businesses to use conservative formats to grow their business in a unique way because some of the larger corporations stayed out of the way. Dan Granger:But my note to all businesses, regardless of size, is that you should not discriminate based on politics for who your customers are going to be. And if your values differ from that of the host of a show, fine; use your sponsorship to start a conversation and build relationships and engage. Don’t sit in your echo chamber and just convince your friends of what you already believe. Go to other places and learn what the market really thinks because not everybody thinks like you think, on either side. And I think there’s a major missed opportunity here, which is not only bad for the discourse in this country just as Americans, but it’s really bad for business and hurts the bottom line. Andrew Wilkow:You know it’s funny that you say that, that you look at a program with a large audience and big ratings, and if you’re a major brand, if you’re, General Motors, or like I said, Anheuser-Busch, you’d say, “Well, we’re not gonna advertise there.” Well, there are gonna be startup companies that are gonna go, “If you don’t want to … “ Dan Granger:Correct. Andrew Wilkow:“If you’re gonna leave this space- Dan Granger:Exactly. Andrew Wilkow:… “open, we’ll go there.” Dan Granger:They will fill the vacuum, absolutely. Andrew Wilkow:“And you know what? We might be your competitor tomorrow.” Dan Granger:Right. Andrew Wilkow:And I look at so many of the advertisers on this program, and, you know, I take this up when they say, “Andrew, can you get … can you hop on with,” you know, whoever it is, I say sure. And we don’t even discuss the content of the program. We discuss, you know, “Hey, we sent you the product. Do you like it?” “Yeah, I like it.” “Okay, could you personalize your use of it?” “Sure.” “Great.” Andrew Wilkow:And then I seek to do that. And if there is a product that I don’t like, and- and I say, “Look, you know … ” Well, I can only say we had a couple shady mortgage lenders. You know, if there’s a rejection of the product, if I say, “Look, I, you know, I don’t think this is very good,” and I’m not gonna tell the audience I think it’s very good, that’s a totally different situation. But in most cases, I have Super Beats. I use it. I love Casper mattresses. Dan Granger:Mm-hmm (affirmative). Andrew Wilkow:I have no idea what the politics of their company are. They could be a bunch of flaming lefties. I don’t know. They make a good mattress. But from what I get from dealing with these companies is they say, “Okay, we think your program has an audience, and we think you have a demographic that could afford the product that we’re selling, we’d like to give you some of it so you’ll talk about it.” Dan Granger:Well, and- Andrew Wilkow:In the legal sense, not the [crosstalk 00:10:16] Dan Granger:Yeah. Andrew Wilkow:… the legal sense. Dan Granger:Yeah, no, I totally, agree with that. And look, our agencies work with over 150 of these direct brands, these direct to consumer brands. And over 12 of them we started as startups that nobody ever heard of, and then they were household names worth over a billion dollars. They’re unicorns. Dan Granger:And what we- Andrew Wilkow:SodaStream was one of ’em, wasn’t it? Dan Granger:What’s that? Andrew Wilkow:SodaStream was one of ’em, right? Dan Granger:Wasn’t me, but I believe they made the list. Andrew Wilkow:But they started that way. Dan Granger:Yeah. Well, and such is the nature of a direct brand is they’re very performance focused; they want to buy what works. And ultimately, what happens is, I find that these are very progressive companies. Most of them are based in San Francisco, New York, coastal cities. And the marketing teams and the executive teams are usually very far left-leaning. Dan Granger:However, when they’re focused on growing the business they generally will not discriminate. And sometimes you get somebody that says, “I only want to advertise … I’ll never advertise on that show ’cause I don’t believe in the politics.” But for the most part, these are business people that are doing their fiduciary duty to help grow the business with ads that work. Platforms like Sirius XM, podcasts, talk radio shows. Places where people are giving their opinion, that’s what moves the needle for an advertiser. That’s the best place that you can be because an audience member, as you know every day, is super engaged with this content, and that transfers into a value and a credibility to the advertiser that is really significant for them. Dan Granger:So if they’re looking at it objectively and they’re doing the math and they’re saying, “I spend X. I make Y.”  They gravitate towards this type of programming even if they don’t agree with it, which is actually a very good thing because it also exposes them to parts of the market that they might not otherwise come into contact with based on their personal preferences. Dan Granger:But where this becomes a problem, is they get under a surprise attack because somebody has some faux pas on the air. And, you know, your job is to talk for hours a day- Andrew Wilkow:Three hours. Dan Granger:Yeah, that’s a lot of … What is that? 10,000 words an hour. You put a few of ’em in the wrong order and all of a sudden they’re coming at you with pitchforks. So it’s very, very difficult to hold a listener’s attention, stay politically correct, and say things in a way that’s gonna be pleasing to everybody, not offend anybody, without people rattling the cages and then ushering in a potential exodus of advertisers because you happen to make a wrong move. Dan Granger:But I think the smart marketers say nothing. The smart marketers think. They want to know, “What did you mean by that?” They might even have a conversation with you about what you meant. But they give you the benefit of the doubt, and they try to do right by the marketplace. They try to do right by their customers. And most of the controversy that you see where advertisers actually leave, unfortunately, is fabricated. It’s not actually organic, or an expression of what their customers are actually telling them. It’s something else. Andrew Wilkow:But isn’t there also something too … like I remember you … I think it was the Tucker boycott that none of the advertisers saw any sales drop-offs. Right? If you start to see sales drop-offs [crosstalk 00:13:10] Dan Granger:No, no, no, this has nothing to do with sales. Are you kidding me? And what’s amazing is that people believe that it is. That’s the perception is that the marketplace said, “Oh, did you hear what Tucker said? We’re gonna pull off of that prog … or we’re not gonna buy that product anymore.” They’re not doing that. Dan Granger:There are … You know who the organizations are- Andrew Wilkow:Yeah. Dan Granger:… but they monitor, they listen, they pay staff. They have interns that are literally listening to everything, and then they go, “Oh, gotcha. He said X, which means he believes Y. And therefore if you advertise there, then you believe Z.” And they make these assumptions, these if-then scenarios, that are frankly unfair, unfounded, and really destructive for the conversation that they could be having with each other that would lead to better sales for their business and a more united America. Andrew Wilkow:I’m gonna run out of time, but I want to wrap with this if we can. Dan Granger, CEO and founder of Oxford Road is joining us. Let’s roll it back before the controversy. If you’re looking at advertising in a startup, if you put your money into a startup, you hope that they are working night and day to grow that brand. If they’ve already decided before they even get off the ground, “We’re not gonna advertise here,” you’re essentially saying you want me to invest in you, but you’re not gonna do everything in your power to grow the brand, over politics. That sounds like a bad investment no matter what your politics are. Dan Granger:That might work in this economy for a little while longer. If and when there’s a correction you’re gonna see some of that hubris going away. That’s my prediction. Andrew Wilkow:It doesn’t make any sense to me. And, you know, if somebody said to me, you know, “Well, I wouldn’t advertise on that liberal program,” I’d say, “Well, do they have an audience?” If they’ve got an audience, you should advertise with them. Right? Dan Granger:Right. Andrew Wilkow:You’re not here to be a listener. You’re here to reach the listener. Right? You don’t have to be the listener to reach the listener. Dan Granger:I have a mantra on this, and it’s I disagree with what you say, but I’ll sponsor your right to say it. And we shouldn’t discriminate. Whether we’re on the left or the right, we should want to reach people. We’re reaching individuals that believe- Andrew Wilkow:Where’s the audience? Dan Granger:… all kinds of different things. Andrew Wilkow:Where’s the audience, right? Dan Granger:Right. Right, right. Andrew Wilkow:Where’s the au … You know,  it’s funny … We’re gonna run out of time ’cause my top of the hour’s gonna kick in. I see this every time Disney puts a film out, that there’s always some aggrieved group of academics- Dan Granger:Sure. Andrew Wilkow:… or activists- Dan Granger:Sure. Andrew Wilkow:… that say, “Well, this is an unfair portrayal,” or “This is- you didn’t get this right,” or “You were culturally insensitive here,” and then it’s a box office smash. Dan Granger:Right. Andrew Wilkow:So your little animosity towards this film- Dan Granger:Yes. Andrew Wilkow:… apparently didn’t work. People wanted to see it. Dan Granger:It’s not a reflection of the marketplace, and that’s what I’m trying to expose and help out advertisers understand, that this is not the will of the people, this is a small fringe group. Andrew Wilkow:We’ll have to get you back on this, ’cause this is good stuff. All right. We’re right. They’re wrong. That’s the end of the story. The arguments on this radio program cannot be broken. Follow us on Twitter @WilkowMajority, @WilkowMajority, @WilkowMajority. Friday night, 7:30, new episode of Wilkow on BlazeTV. I can’t tell you what we got going on, but when I do you’re gonna dig it. Take the free trial. BlazeTV.com/Wilkow SiriusXM Patriot.

By: Dan Granger No, it’s not China. It’s the same old battle where a media personality steps on a land mine and anyone running ad placements in their program(s) finds themselves under sudden attack. This week’s subject is none other than Laura Ingraham. After she displayed a graphic featuring eight people censored on public media—including Outspoken-actor James Woods, Conspiracy-peddling Alex Jones, and Space-wasting Racist Paul Nehlen—she didn’t help herself with the graphic reading, “prominent voices censored on social media.” Ingraham, the former Supreme Court Clerk and Reagan Speechwriter craftily responded to CNN via Twitter: “Retweeting screenshots of despicable old tweets by racists and/or anti-semites must make those racists & anti-semites very happy. Unfortunately, it does zero to elevate the debate in America. cc. @CNN” The Washington Post was proud to announce that, “At Least One Advertiser is pulling out.” Left-leaning news outlets should take care, lest the right construct parallel machinery and turn conservatives loose on them. This would invite a trade war impacting both sides in a repugnant race to the bottom—hacking away at each other’s ad dollars—changing nothing and numbing consumers so that their trust in media continues to decline. And now I’ve thrown up in my mouth and it burns. To be clear, Laura Ingraham is one of the few national broadcasters I’ve never met. I don’t watch Laura Ingraham. I don’t listen to Laura Ingraham. And as far as I can tell, none of Oxford Road’s clients are buying any of her media specifically via podcast, radio or television. It’s not intentional. If we obtain data suggesting the ROI would be positive on any of her channels for any one of our clients, I would have no qualms about recommending her program. If we are helping you scale your business, we need to reach people across the political spectrum. Quick aside: Many times, the sponsors receiving blowback aren’t even buying these shows intentionally, but rather purchasing run-of-schedule campaigns that just happen to land within the program in question. More importantly, does Laura Ingraham have hatred in her heart—at least a little more so than anyone else on cable news? Probably not. But I really don’t know that either. What I don’t like is that we are playing a big game of “if, then” about something that in all likelihood was a screw up by some low-level production coordinator who didn’t properly vet the graphic before the daily news program went live. There’s a good chance it cost this individual their job. Long live 24-hour news cycles. The important thing to consider as an advertiser is that this is a frequent game of “gotcha” played by special interest groups and news channels all seeking to benefit themselves. Advertisers become a pawn in this game and get caught in the cross-fire. Too often they take the bait and are worse off because they end up getting attacked by both sides, now being seen as a Turncoat as well. If/when you find yourself in this position—regardless of emails, tweets, etc. you receive with an accusatory tone suggesting you believe in something which you do not simply because of where your ad impressions might have fallen—the best thing you can do is say…nothing. If the heat persists after a week you can suspend placement in that show for a time, but don’t make any public announcements. It probably won’t outlast a full news cycle. If you go that route and suspend the show from rotation, it’s best to set a time limit on how long you avoid the program lest you find yourself unwelcome to re-enter. Based on the trend over the last 12 months, you will soon find yourself back on the conservative channel, but forced into buying only their lowest rated shows at a premium. You will have given yourself an inability to purchase run-of-schedule media buys, as show-specific placements cost more than rotators. Yet as any performance marketer of scale knows, you’re going to want to reach conservative audiences. Pro-tip: If you get negative feedback from someone that you can validate as a customer, take this seriously. You could even have a prepared response for them showing that their viewpoint does matter. But that doesn’t mean you should only advertise on the complaining party’s favorite networks. You should hear them out and be ready to listen to their concerns, but don’t let them dictate your media schedule. The underlying issue here is that our nation is bitterly divided, and digging in on one side or another does not elevate your brand nor does it add value to our national discourse. But what if you are like the people complaining and really really don’t like the show you were buying anyway? Well, then you definitely need to be there! Death to echo-chambers and death to limiting your revenue streams. If you really want to influence the public with your values, isolation will not help you. Let your values shine through your products and use that to build relationships on both sides of the aisle. We will do much better as marketers and as a nation when we can say, “I disagree with what you say, but I will sponsor your right to say it.”

By: Roy H. Williams This week, Roy H. Williams – known to many as The Wizard of Ads shares 20 rules every advertiser must know. This is a must read for anyone in the industry. Thanks to Roy for allowing us to share this with you. Enjoy… The advice I give to others, I rarely take myself. I admonish persons who possess detailed knowledge to “dumb it down” so the rest of us can understand because, frankly, we are rarely interested in the mystery and wonder of the unabbreviated truth. I tell them, “Say it so plainly that you worry you have stripped it of all its truth and beauty.” I tell them, “Simplify it to such a degree that any person who understands the subject as well as you do will think you’re an idiot.” That’s how you make things clear. Today I take my own advice. If you want to be bigger, advertise as though you were bigger. Don’t calculate your ad budget based on the volume you did last year. Base it on the volume you hope to do this year. They call it “mass media” for a reason: it reaches the masses. Consequently, you can’t really target using mass media. (TV, radio, billboards) But don’t worry about that. Use mass media anyway. Targeting is overrated and ridiculously overpriced. Choose Who to Lose. Correctly-written ad copy will filter out the customers you don’t want and attract the customers you do want. Filtering through ad copy is how you “target” when using mass media. Two ways to use mass media: (A.) Used consistently, mass media will cause your company to be the one customers think of immediately – and feel the best about – when they finally need what you sell. (B.) Used short-term, mass media will give urgency and importance to a special event when you purchase high repetition for a period of time, usually between 1 and 14 days. Google is the new phone book. Like the Yellow Pages of yesterday, it is the principal resource for buyers who are currently, consciously in the market for a product or service and have no preferred provider. Like the White Pages of yesterday, Google delivers your telephone number, street address, (and business hours) to customers who have already chosen you as their preferred provider. Customers who come to you through mass media will often be credited to your digital efforts due to the “White Pages” function of Google. They had already chosen you as their preferred provider, but were looking online for your street address, phone number, or business hours. Regardless of how you win them, it is costly to win a first-time customer. Getting that customer to come back a second, third, or fiftieth time is cheap and easy if they had a good experience the first time. Advertising is a tax we pay for not being remarkable. So be remarkable! This is what generates word-of-mouth. You’ve got to impress your customer. If you don’t, your competitor will. Companies that celebrate their victories have happy employees. So find things to celebrate. Happy employees create happy customers. Most customers are repeat customers or referral customers. Mass media is the most efficient way to maintain top-of-mind awareness among these groups. In addition, it will bring you new, first-time customers. Your plan to stay in touch with your customers through social media and email blasts is based on the assumption that your customer is willing to open, read, listen to, or watch what you have to say. Is this actually happening? And if not, why not? (HINT: The Subject Line gets people to open it. The content, itself, gets people to share it.) Thirty-six years ago (1983) David Ogilvy was speaking of newspaper and magazine ads when he wrote, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Now look at your open rate. What percentage of your online budget has been spent when you’ve written your subject line? If you have nothing to say, don’t let anyone convince you to say it. Boring, predictable messages make you seem smaller and duller and waste your money. Companies don’t fail due to “reaching the wrong people.” Companies fail due to saying the wrong things. Predictable ads are about you, your company, your product, your service. Persuasive ads are about the customer, and the transformation your product or service will bring to your customer’s life. “I, me, my, we, and our” are self-centered words. “You and your” are customer-centered words. Entertainment is the only currency that will purchase the time and attention of a busy public. Are your ads entertaining? One of the most common mistakes in advertising is to spread your ad budget across several different media so that you “don’t leave anyone out.” But persuasion – in most instances – requires repetition and familiarity. Would you rather reach 100% of the people and convince them 10% of the way, or reach 10% of the people and convince them 100% of the way? Don’t spread your money too thinly by chasing the unicorn of “media mix.” Expensive rent = cheap advertising. Intrusive visibility – a landmark location with signage that’s noticed even when people aren’t looking for it – is the cheapest advertising money can buy.  This is true for service businesses, too, not just retail. The extra cost for this kind of location should be taken from the ad budget. These answers are not comprehensive. But to explain the nuances and exceptions to each of these 20 statements would require more of your time and attention than you probably wish to give me. Roy H. Williams – – – HERE is the post in entirety. The Influencer suggests subscribing to the Monday Morning Memo by clicking HERE.   Roy H. Williams is the author of the New York Times and Wall Street Journal bestselling Wizard of Ads trilogy of business books. His Monday Morning Memos have been read by people worldwide since 1994 and he has never missed a Monday! He and his wife, Princess Pennie, are the founders of Wizard Academy, a 21-acre 501c3 school for entrepreneurs that overlooks the city of Austin, Texas from atop a plateau that rises 900 feet above the city.  The school is administered by a 9-person independent board of directors.

By: Giles Martin Like the proverbial rabbit hole, the deeper you go into podcast data the more confusing and obscure it can get. If you’re a marketer, for example, you should be ignoring the Apple Podcast charts. However, many performance marketers are not. The Apple podcast charts can be easily manipulated (see here and here). What’s more, they’re a reflection of what’s trending now, not a reflection of the scale and marketing potential of a given podcast. It’s one of the many easy mistakes to make when choosing programs to purchase.   It gets worse. Downloads are not equal to listens, and downloads are measured in different ways by different companies that host the podcasts. The audio files themselves are typically downloaded in little packets. In some cases, each little packet has been counted as a “download.” The aspiring sheriff in this Wild West, the IAB, has established a set of guidelines for the industry (“IAB 2.0”) and—while not a panacea—this has certainly helped push the market in the right direction. Marketers should be sure to know which of their partners are IAB 2.0 compliant. It’s easy to compare apples to oranges in this market.   Part of the industry maturation is evident in the attribution solutions galloping towards the saloon. (Just how far can we stretch the Wild West narrative?! We don’t even know yet!). In the second half of last year, networks began pushing attribution solutions based on IP-matching. This works by comparing the IP address of the device downloading the podcast with the IP addresses of the customers who took subsequent action on a website. If the addresses match, it’s assumed the podcast drove the activity and–presto!–Podcast takes a giant leap towards accountability.   There remain limitations for marketers. You might partner with a network like Wondery for example, for access to their solution through their relationship with Qualia (now IDify). It may be a great solution, but if only 10% of your investment is on that network, you don’t have a very comprehensive solution. Or, you could work with Megaphone—their solution is built on their dynamic ad insertion platform which can limit your ability to attribute live reads or “baked in” ads.   Emerging market leaders are digital natives rather than radio natives, and this is what gives them a head start in the attribution game. For example, IP-matching is not an exact science, and IP addresses change frequently. Therefore, a more comprehensive solution than most are offering is required. Podcast aside, sophisticated digital solutions involve device graphs. These are still nascent in their podcast application, but are finally coming to market. Also, really robust attribution solutions require more than a simple exposed-action tracking system. Wouldn’t some of these people have taken action anyway? Robust measurement requires the use of a control group.   Leading vendors are building this into their approach. As these sophisticated and digitally-native solutions permeate the industry, the brands will come calling. The attribution solutions and the IAB standards add legitimacy, media currency, and accountability to the previously lawless land. This makes brands and their big agencies feel safe, and they’ll then be helplessly drawn to the authenticity and depth of connection available to audiences on podcast. Nonetheless, this may bring fresh challenges. Big brands seem deeply attractive to podcasters and networks because of their ability to lose podcast-sized budgets down the back of the sofa. Still, it’s not all roses because big brands need a lot of control. They’re anxious and cautious about letting hosts shape their message, improvise off the script, or–heaven forbid–freestyle the whole darn thing.   Yet, this is often what works most effectively and has been precisely the magic of podcast for the early marketers. When these hosts give a deeply personal read, they are able to drive fantastic response from their audience. The brands’ fear here will hurt them. They will then  insist on pre-recorded, pre-approved ad units that may rarely even use the hosts’ voice, and in so doing will ironically turn podcast into a much more traditional, radio-like medium with more dull and impersonal ads. Because these ads will be dynamically inserted, there will be much more scope for a high-ad load, which may threaten the very foundations of the podcast platform–the intimacy, the authenticity, and the personal touch.     While the new sheriffs in town may be bringing some law and order to this wild landscape, let’s hope they don’t end up sanitizing the place altogether. 

By: Dan Granger The following video is a recreation of a presentation made at the IAB Direct Brand Summit in New York City on October 31st, 2018 by Oxford Road Founder and CEO, Dan Granger. This video will walk you through a brief history of the audio business and the rise of podcasting, followed by predictions around what is ahead in the years to come. This is a must-watch for anyone invested in the podcast industry.   1 THOUGHT ON “THE RISE OF PODCAST AND WHAT COMES NEXT” Scott says: December 5, 2018 at 5:17 pm Fantastic summary and analysis. I’m very fond of the days before radio got involved in podcasts, ratings were guess-work, and rates were cheap. Out of chaos and the wild wild west came great deals. We’ll have to find a new way to benefit from the new chaos before Madison Avenue dollars crowd out us brand response guys. Reply

By: Kyle Jelinek You’re starting to see your digital marketing efforts plateau and it’s time to take the next step. Like a 19th-century pioneer, you set your sites on taming the wild west of Podcast. If you’re like most companies jumping into the space, you’ll either take an internal poll to find your team’s favorite shows or dig through the top podcasts on iTunes. Once you have your list, you will embark on your quest to become the next Squarespace. What you don’t know yet is that you’ve already committed the first fatal sin in testing Podcast and you’re about to commit several more. Many advertisers come to us and say they’ve tested Podcast but “it didn’t work”. After some digging, we usually uncover they’ve committed one or more (usually more) of the 5 deadly sins of Podcast marketing: Buying the Wrong Shows Using the Wrong Copy Not Properly Onboarding The Hosts Not Tracking Airchecks Over-Optimizing   Buying the Wrong Shows I know you love Freakonomics, Serial, and This American Life – everyone does. However, the shows that everyone is talking about, rarely pay off from a performance perspective. There are exceptions, but they are few. Launching your podcast test on the most popular shows will undoubtedly get your message heard by millions of ears, but chances are, you will not see an immediate return on your investment. The strange secret is that the podcasts that drive efficient performance are rarely those that show up on the iTunes Top 10 list. The same holds true for podcasts that may seem like a no-brainer for your business or category. It’s logical to think your widget company would see success only on podcasts that talk about widgets, but it’s not necessarily the case. Maybe the the widget podcasts are overpriced or perhaps the reads aren’t engaging, maybe their download numbers are overreported. Whatever the reason, a podcast’s subject is only part of the equation. There are over half a million podcasts available for consumption, and at Oxford Road, we’ve tested thousands of them. While evaluating which shows work and why is a topic for another article, you need to know the podcasts that will drive conversion and those that won’t. When evaluating which podcasts to test at the initial phase, first consider your demographic and preferably work with a partner who can dig through an extensive list of cross-client performance data to find the podcasts that will give you the best opportunity for success. A proper podcast test will identify pockets of success that work for your business and set the stage to scale in phase two.      Using the Wrong Copy Many marketers who are testing Podcast treat the medium like radio and write 60-second commercials to send to all of the hosts to read. Don’t! Writing podcast copy is an art. Here are the top five ways to create Podcast copy that will sing: 1. Keep it Short – A 60-sec radio ad has approximately 180 words. Giving a Podcaster 60-seconds of words to plow through will not allow for any personalization, which is where the magic of the medium happens. Podcast hosts talk for a living. Give them room to add their personality into the read, and reap the rewards. 2. Don’t Force Style – Nothing kills the organic nature of podcast reads like force-feeding style into the copy. I’ve seen it countless times: a client adds words and phrases the host wouldn’t say anywhere outside of an ad read. The result is a spot that sounds disingenuous, if the talent complies. Instead, stick to the facts and let the hosts say it their own way. 3. Provide Options – Good podcast copy reads like a Choose Your Own Adventure book. Give the host a few ideas for starters at the intro. Providing options will allow them to mix up the read each time and perhaps spark an idea with which the hosts can run. 4. Personalize by Genre – Don’t send the same copy to a sports podcast that you submit to a political podcast. The beauty of the Podcast medium is that they’re niche: use this to your advantage. While the body of your copy will likely remain consistent for every show, there should be something that explicitly speaks to the genre of the Podcast on which you’re advertising. 5. Remember, Some Hosts are Ron Burgundys – While most Podcasters will take your copy and make it their own, some will read every written word, verbatim. Make sure your copy can stand on its own. We’ve had hosts read everything on the page, from call-outs to host notes. The way you format your copy and provide notes will help you avoid embarrassing reads from this type of host. Stay classy San Diego.   Not Properly Onboarding The Hosts A proper onboarding is perhaps one of the most essential components of a successful Podcast campaign, and unfortunately, it’s a step most new advertisers miss. At Oxford Road, when we launch a new campaign, we set up an onboarding call with every show (ideally the hosts themselves, and when not possible, their producer) to make sure everyone is up to speed on exactly what the advertiser does and how we expect the reads to go. These calls create a connection between the advertiser and the hosts that cannot be done through an email chain and more importantly, they equip the hosts with the knowledge they need to go off-script and speak from the heart. If possible, this is also an excellent time to make sure the hosts have actually tried your product while providing a platform to ask questions before the reads go live. A properly on-boarded host is an empowered host, and your reads will work better as a result. Last week, we had a host rave for nearly seven minutes about one of our advertisers because they knew the product inside and out (it was only supposed to be 60-seconds).   Not Tracking Airchecks So you’ve picked the right shows, written copy that will allow the hosts to add their personality, and you’ve spoken to the key players of each podcast to establish lanelines. Now is not the time to sit back and wait to see how it works. In fact, there’s more work to be done. Because you’ve given the host the latitude to make the ad their own, you have to make sure they’re doing it right. Despite your best efforts and their best intentions, podcast hosts screw up their reads all of the time. From missing a mandatory copy point to reading the wrong URL, you must listen to every read to make sure you’re getting what you paid for. A good agency partner should have a team of podcast nerds who listen to every aircheck for each advertiser (even if it’s thousands of ads each week). At Oxford Road, for example, we grade them, make sure the host hits all of the mandatory points, archive the reads, and provide optimization notes to the hosts as needed. This laborious process has resulted in hundreds of thousands of dollars of make-goods for our clients and helped optimize good campaigns into great campaigns.   Over-Optimizing Now let’s talk about performance. Don’t be too quick to pull out the red marker and start slashing shows that don’t seem to be working right out of the gate. Podcasts have the longest performance tail of nearly every other medium. Because of the way it’s consumed, the podcast you purchased 2 months ago still has a lot of life. We have advertisers seeing conversions on podcasts they stopped running on years ago because most of the integrations are baked in and live forever. Someone discovering their new favorite Podcast can hear your ad for the first time months, even years after it first dropped. Therefore, it takes a long time to get an accurate read on an individual podcast’s performance; cutting prematurely could hamper your ability to scale the channel. The hard part is that some podcasts have a longer tail than others and knowing when to hold ‘em and when to fold ‘em requires an in-depth knowledge of the space as a whole. Furthermore, podcasts will generally perform better with each integration due to compounding frequency. Unless something is a dismal failure, stay the course. That’s it (not really, but it’s a start). Avoid these five sins and become the next big thing in Podcast. We’ve had the good fortune of taking Podcast newbies from $30k tests to leaders in their business category by adhering to these best practices. Whether you do it alone, or find a great partner, we wish you safe travels across the Podcast frontier – as you scale your business from zero to the promised land.

By: Giles Martin This is an old point, well-made in Marketing in the Era of Accountability ten years ago, but still one rarely heeded by marketers in the US. So I’m going to make it again (and again) until they start paying attention. ROI is the mathematical function of two variables: the numerator and the denominator. It is, in effect, a ratio between the two. This is the problem with setting ROI as a marketing goal. A very small denominator (i.e. spend) can lead to an enormous ROI. That isn’t necessarily the best choice for your business, however. Here’s an example: you can spend $10k and make $100k in return, a 10:1 ROI*. Or, you could spend $10m and make $12m in return. This second scenario returns a lowly 20% (compared to the 1000%) in the first scenario. However, the yield is $2m in the second scenario, compared to $90k in the first. Which would you prefer? The challenge of picking the correct marketing metrics is an important one. These days there are myriad data points we can track and measure. But tracking and measurement is not the issue. A lot of the art of our craft, at this time, is understanding what is worth measuring and why. I don’t meet many people who have a clear understanding of that. This article is not to say ROI isn’t valuable. Of course, it can be. It absolutely should not be, however, the goal of marketing investment nor the key data point. Slashing budgets is likely to increase ROI. That doesn’t necessarily make it a good strategy. You can also boost ROI by going narrow: retargeting, specific search terms, discounting, and going after audiences with a high propensity to act now. Because they’re narrower, however, these opportunities can also mean lower spend and ‘artificially’ boosting ROI. Critically, all this must be understood in light of what marketing science tells us is necessary for growth: targeting a broad swath of potential customers (likely including people who haven’t purchased your product before). It also must be understood in the context of how marketing creates value. These days you can easily throw dollars at Facebook or Google and drive some growth. Where marketing really proves its value, however, is when it lifts a business to a new level. In these examples, the ROI from marketing can be over 100%. When this happens, however, a few factors come together: increasing volume sales is typically not enough – the really big wins come from the synergy of doing this at the same time as increasing profitability. Often that means a decrease in price elasticity. A smart balance of branding and activation, plus ideas which resonate deeply with the consumer, are what are required to really extract deep value from marketing – not just a high ROI. The bottom line is too much focus on ROI damages long-term growth prospects. Binet & Field, in their ongoing excellent work, cite increasing short-termism as one of the most significant risks to marketers and companies today. The solutions for most advertisers include: adding broader reach channels to the media strategy, setting up a proper measurement framework reflecting the different functions of the various aspects of the marketing mix, and employing a robust test structure to re-assess the value, price, and role of targeting (which is often over-priced as well as over-hyped.) We’d be happy to help!   *Exactly how ROI is calculated is a more complicated topic, not in scope for this article. However, 10:1 is technically NOT the right number here. For example, ROI calculations should at least reflect profit from the investment, rather than revenue, and should incorporate the incremental COGS. Nonetheless, 10:1 serves to simplify and illustrate the point in this article.

By: Grant Mueller Podcasts are moving towards being accessible to the masses, and most in the industry are celebrating. But should we be? Historically, podcasts have been synonymous with affluent, niche, and otherwise unreachable audiences. They’ve also been synonymous with iOS, the Apple Podcast app, and iTunes. These two core characteristics of podcasts may be in jeopardy as podcasts move outside of the Apple ecosystem, towards active and eager participants like Spotify and Google, as well as unknown activists that emerge from the woodwork, like Pandora.  15% of the estimated 73M (Edison Podcast Consumer 2018) monthly podcast listeners have a household income of $150K+. The national average of people with that income level is 11%. Moreover, 20% of monthly podcast listeners have household incomes of $100k-$150k, as opposed to the national average of 14%. So it’s safe to say that as a media type, podcasts certainly over-index against the highly affluent, closely correlating with that of iOS users.  According to ComScore, iOS users have a median annual household income of $85k per year, which is 40% higher than Android users, who net out at around $61k per year. As such, performance advertisers who value higher lifetime value customers ought to take note at what could be a seismic shift in podcast audience composition.  Many of the most active brands in podcast advertising rely on the potency of affluent consumers in order to hit growth goals at an efficient cost per acquisition, or high Return on Ad Spend. While still less expensive than their mainstream counterparts, industry disruptors like  ZipRecruiter (#1), Squarespace (#2), and Quicken (#3) all benefit from above-average income in their target consumer (determined by a relatively high ticket price or product value). As any podcast listener or marketer knows, for every ZipRecruiter there’s an Indeed, and for every Squarespace there’s a WordPress. In other words, these higher-priced items all have competitors pursuing the same type of audience, which effectively floods the market and consolidates spend amongst companies looking for the rare, high-end consumer for which podcasts are known.  Apple has virtually always been the dominant Podcast distributor to consumers. While authoring the term “Podcast” probably helped, a primary driver is iOS 8. Released in September of 2014, this build of Apple’s mobile operating system changed the Apple Podcast app, from a model to be downloaded in the app store, to a pre-loaded application, shipping on every single iPhone. While access is still misunderstood and many people don’t know what a podcast even is (36% report no awareness of the term), this moment arguably caused a near-doubling of the amount of monthly listening. From 2014 to 2018, monthly listening went from 15% of the population (A12+) to 26%. From that statistic alone, it seems that iPhone access had something to do with the increase in listenership.  A case study for the potential dilution of the podcast audience can be seen by none other than Google, as they are making a recent and significant play in the podcast distribution space. In June, they announced that they would be releasing a first-party, native app on Android, as opposed to making the access process even more confusing by forcing consumers to go through the Google Play Music or third-party apps. Their goal is to “double worldwide listenership of podcasts overall”. While that sounds great for the overall development of the space, after looking at the ComScore data above, we could be nearly halving the high index of affluence in the podcast space.  Hypothetically, if Google and others are successful in their mission to add more generally representative audiences, the direct response business will have to normalize in pricing in order to keep performance at sustainable levels—not to mention to continue increasing the expected revenue for the space. For this reason, it would be wise for publishers to keep an eye on what platform-level distribution looks like for their properties, and accurately forecast where they’ll want to proactively cut CPMs in order to accommodate for the lower audience potency.  Publishers won’t eagerly rush to this solution, but if the space really does double from this single effort, the necessary and sustainable (for performance marketers) CPM shouldn’t completely outstrip the audience growth. In other words, don’t panic; publishers will still make more money in terms of gross revenue. This may sound like an aggressive call from the perspective of a marketer, but as audiences shift, so too will dollars. As the podcast advertising is predominately performance-based, dollars will quickly move away from networks who don’t fairly and rightly accommodate for the mismatch between mainstream, not exceptionally affluent audiences, and discretionary, high priced products. It’s worth noting that as audiences grow to more closely represent a general market, brand-focused advertisers with little regard to direct ROI may be able to sustain premium CPMs. That said, there will always be a significant segment of the market reliant on direct response marketers.  For advertisers, it’s important to mind the audience shift and continue to expect more aggressive rates from your publishers, partners, and agencies (as always). Moreover, it may be time to ask for more information when it comes to analyzing potential media investments, for example: Are you IAB compliant? Where does your podcast get listened to the most (iTunes/Apple Podcasts, Google, Spotify, etc.)? These investigative questions that transcend price and host’s social media following will become a determining and predictive factor in the potency of the asset, and act as critical information in assessing any potential media investment.

By: Giles Martin Decades of data analysis have revealed that purchase activity is fundamentally the same in all types of markets, categories and geographies.1  So Harley-Davidson customers are just like Coca-Cola customers are just like your customers. A whole bunch purchase just a little of what you and everyone else is selling, and very few purchase a lot of what anyone is selling. That is, there are consistent and predictable patterns in buyer behavior, revealing hitherto unknown Laws of Marketing. These revelations are truly revolutionary – or perhaps rather evolutionary – in the world of marketing. These patterns are represented by the NBD-Dirichlet model as developed by Andrew Ehrenberg, which is best understood by looking at a histogram of purchase activity. For example, the chart below represents the distribution of cigarette purchases in America in 2002. Note that the category and the time don’t much matter because the point is precisely this: to all intents and purposes this applies across all categories at all times and in all places.   The essential pattern is the large volume of light buyers to the left, with the distribution tailing off quickly into a long tail of increasingly heavy buyers. It has profound and diverse implications for marketing and media strategy (well beyond the scope of this article). What’s interesting to me is how the Dirichlet applies to your brand’s social properties: it applies in reverse. If you look at a brand’s Facebook fanbase, for example, you will see a lot of people who are heavy users of the brand, and a relatively small number of light users of the brand2. Given heavy users of a brand are less valuable advertising targets (because their upside is limited, and they are more attuned to promotions & discounts) and the fact that your social media posts only reach a declining fraction of the fans of any given page, we can quickly see it’s a not-very-useful platform for growing your business. The same principle may apply to ‘engagement,’ i.e. it may follow a reverse-NBD distribution. The hypothesis is: people who engage with a brand (view a video, share brand content, etc.) are more likely to be heavier users of the brand. They are thus less likely to be meaningfully influenced (i.e. to purchase more) by engaging. Even if this hypothesis is false, it’s arguably a moot point anyway: only a tiny fraction of customers or potential customers are likely to ever ‘engage’ with the brand3, limiting the efficacy of ‘engagement’ as a tactic in the first place. So, as with owned social, “engagement” efforts are often a complete waste of time. When it comes to earned social, things seem like they might be different. “Sure, I want free media!”, you say, “For, there must be tons of value to be had!” Alas, the truth is that meaningful earned media driven by social sharing is the vast exception to the rule4. (So the next time your creative agency starts talking about dropping a ‘culture bomb’ into the social-sphere, nod and smile, and start tiptoeing backwards out of the room). The truth about social media is that it works well if you pay for it. Sorry everybody: that just makes it ‘media.’ The industry’s fascination with engagement and social are regrettable but familiar examples of marketers: a) failing to maintain the right focus (i.e. selling product, acquiring customers, driving traffic) and b) jumping into fads and trends without asking common-sense questions first. Underpinning it all is the fundamental crime of not paying attention to the data. One key thing the data is saying is that you are better served acquiring new customers all the time rather than chasing nebulous concepts like engagement. Let Oxford Road help you shout from the rooftops just how incredible you are, because not nearly enough people know about you. I can promise you that.   Footnotes: 1 https://www.marketingscience.info/ 2 https://bit.ly/2LGtJho 3 http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/ 4 https://www.bookdepository.com/Viral-Marketing-Karen-Nelson-Field/9780195527988

By: Kyle Jelinek When you’re in a crowded marketplace, it’s imperative to stand out from the competition – even if you’re not dramatically different than them. In today’s creative breakdown, we use Audiolytics™ to evaluate podcast ads from three companies in the recruitment space: ZipRecruiter, Indeed, and LinkedIn. I liken our three advertisements to The Three Little pigs. One advertiser is doing what’s right by differentiating itself from the pack. Explaining the difference between the other two is like Vanilla Ice explaining the difference between Ice Ice Baby and Under Pressure. As a refresher, Audiolytics™ is Oxford Road’s proprietary tool that evaluates advertising creative using 9 main components and over 70 sub-components. The 9 main Audiolytics™ components are: Setup – What is the problem they are solving? Who are they solving it for? Value Prop – What is the solution? What is the “Big Claim”? Positioning – What is the alternative to the solution? Why is this better? Demonstration – How does it work? Substantiation – Why believe in the advertiser? Offer – What does the potential customer get immediately if they respond? Scarcity – How long is the “Offer” available? What happens if they wait? Path – How does the listener respond to what they’re selling? Execution – How does the advertiser approach the ad?   Below is the Audiolytics™ analysis on each of the three recruitment ads.   Indeed – Business Unusual  – INDEED Audiolytics Score: 79.8% Piggy Number one is Indeed’s advertisement on Shark Tank’s Barbara Corcoran’s podcast, Business as Usual. While Barbara’s delivery is far from good, from an Audiolytics™ perspective the spot is also lacking. Most of the key components are present, though they are somewhat out of order with Substantiation coming before Demonstration. There is an Offer, but it is unclear how valuable $50 off really is given this particular service. And there is no Scarcity to the Offer – why should the listener act now? The Path is repeated 2x instead of 3x (the Audiolytics™ standard). And while the host does “personally” recommend the brand (or at least does through Shark Tank businesses), it sounds scripted and lacks the ease and conversational tone of a more personalized endorsement. Technically there is a lot going on here that is correct, but the spot overall is missing punch and joie de vivre. ZipRecruiter – Something You Should Know – ZIPRECRUITER Score: 87.3% Piggy number two, ZipRecruiter, is one of podcast’s largest advertisers. The spot we’ve evaluated is from the Something You Should Know podcast. Though this podcast has performed very well for a number of Oxford Road clients, the execution falls short for ZipRecruiter. The spot could easily achieve Audiolytics™ Certified status by having the host add in a statement like “I use Ziprecruiter, and you should too” or “I personally recommend Ziprecruiter”. But the big misses here are Scarcity for the Offer (why should the listener go RIGHT NOW?) as well as Positioning. Listening to this ad on the heels of the Indeed ad from Business as Unusual, they sound more similar than not. Based on this ad alone, what makes ZipRecruiter distinct from all the other hiring sites? Nothing. What makes them the irresistible and obvious choice in such a continually cluttered space? Nothing. If you were to remove the names of the advertiser in both this and the Indeed ads, they’re almost indistinguishable.  See Vanilla Ice’s clip if you haven’t yet done so. LinkedIn – Star Talk –  LINKEDIN Score: 85.6% Piggy number three, LinkedIn, is the smart piggy. Like the spot for ZipRecruiter, this ad also lacks a personal endorsement from the host. While it has the most dynamic read of the three, it leaves the powerhouse tool of influencer marketing on the table, “I use this, and you should too.” There is no Scarcity to the Offer, and like the Indeed ad, it’s unclear how good of a discount $50 even is for this particular service. Having an identical offer to Indeed may do more harm than good, especially since the message of all three of these ads are so very similar. However, what this ad does right is separate LinkedIn from the competition: 70% of the US Workforce is already on LinkedIn – why not use them to find the best professionals in their fields? By showcasing something that makes LinkedIn truly different, they stand out from the competition.   Bottom Line: In a space like recruitment – or any space, for that matter – it doesn’t pay to sound like everyone else. Yes, these ads have reasonable Audiolytics™ scores, but what about their potency? What is the Substantiation that ZipRecruiter can bring that neither of the other two can? What is the Demonstration of Indeed’s product that shines a light on the truly distinct aspect of their service? What’s the biggest, most generous offer ZipRecruiter can serve up to stand out? When you see scores like these in an increasingly commoditized service space, it’s easy to think that this is the time for “Big Ideas”, in the sense of some sort of off-the-wall and memorable creative. That can work. But what if you just tell the truth about why your service is truly the BEST choice for the listener to give up their time, and eventually their money, to use and enjoy? If it’s NOT, why would anyone want to part with their money for it? So little piggy, are you going to build a house that stands out from the pack – one that that can withstand the huffs and puffs of a saturated marketplace? While each advertiser in this week’s breakout surely believes they are superior to the competition, aside from LinkedIn the differences are negligible. If your creative team or ad agency is not exploiting what truly makes your business different, fire them! It is imperative that you find a way to stand out. If you can’t find a reason to use your company before the competition, how would you expect your potential clients to? For readers who need a little help, Oxford Road can provide a FREE CREATIVE ANALYSIS to explore ways to make your business stand out from the crowd, and showcase unique benefits that are more than just a pause between ding, ding, ding, ding-a-ding-ding’s.

By: Stew Redwine Stop making such a big deal out of VIDEO. You’re NOT Steven Spielberg. Your video ad is NOT being judged like Disney’s next tentpole release. Videos have never been easier to consume or produce. So do it. And test it. Learn something and improve. Easy to Consume: On YouTube, we consume 500 million hours worth of video every day. Videos have even begun to supplant product images on Amazon, with some 90% of shoppers reporting that watching a product video helps them make a purchasing decision. Easy to Produce: When the company Mesh Canvas turned to Fiverr for ad creation, they found Luminous Studios — a company that previously worked in production for Google and Polaroid. And the internet is replete with tools to help you make your own video for little or no money. But we get freaked out. Especially if you’re thinking your video is going to be on TV and your friends and family might see it. It happens all the time. At Oxford Road, we frequently see clients reaching tens of millions of people with audio who will approve creative without batting an eye. But when the cameras come on, even for a small DRTV, VOD, or OTT test, the scrutiny is wildly different. It’s at the moment when we start talking TV that previously uninterested people come stampeding in with their “expertise”. Board Members, long lost friends who are TV producers, the Brand Manager’s mom. The stakes somehow go up exponentially, but they shouldn’t. It’s just a video.  Visual advertising is nothing new. The word itself comes directly from Latin. When Caesar said, “I came, I saw, I conquered”, he was using one form of the word video—vidi. To see. Approximately 1,000 years ago a visual advertisement from China’s Song Dynasty boasted of “high-quality steel rods” and “fine-quality needles” in the form of a copper printing plate that made posters. We’ve been using imagery to sell for a long time. With each new development in technology, from the printing press to the radio to the TV to the Smartphone, we are presented new means to deliver our message. But the goal remains the same. To sell. It wasn’t long after the television was invented that the first TV ad came to be — a commercial for Bulova watches in 1941 that cost only $9 to produce. 75 plus years later, little has changed. And thanks to the proliferation of screens in our pockets, at gas stations, on billboards, and in bathrooms, advertisers have new media to play with: Instagram visual ads, for example, include maximum video lengths of 15 seconds, the exact same length of many TV spots, BUT without the costly national media buy requirements. According to AdWeek, State Farm has seen a lot of success targeting gas station television screens by creating news, sports, and entertainment clips surrounding their ads. With all these screens, what is an advertiser to do? Oxford Road’s recommendation is to GET YOUR MESSAGE RIGHT first. It doesn’t matter how you say it until you have something to say. Once you’ve dialed your message in with Audiolytics™, and have clear performance goals, we can take your message from digital to podcast, radio, and on to screens. Don’t let video intimidate you, you’re NOT making Lawrence of Arabia and you DON’T have to spend six figures to learn something meaningful. With OTT (think of Roku or AppleTV) or VOD (think of a DirecTV cable box), it is possible to start testing your message for as little as tens of thousands of dollars in media. The creative costs can be far less, especially if you take a simplified approach. And if you have existing video assets, all the better. Take, tailor, and apply what’s worked on digital and test it! The way to look at testing OTT & VOD is like testing another show on your podcast plan. For example, you could be on networks including HGTV, DIY, Food Network, Travel, Cooking Channel, CNN, TBS, TNT, and Fox News for around $15,000 per week.  Consider the keyboard I’m using to write this and compare it to Gutenberg’s printing press. It’s not even a contest. The same is true with the ways you can make a video in 2018. It is more accessible than ever. On Fiverr, you’ll find digital marketers with video experience. In the field of AI, even IBM’s Watson can create effective movie trailers. But there is still a long way to go with letting the robots write for us. Not to mention that you have a movie studio in your pocket. Imagine what Roy and Walt would have done with an iPhone X when they first moved to Hollywood? There are more screens and more ways to make things for screens than ever before. Start making more.

By: Stew Redwine Stop making such a big deal out of VIDEO. You’re NOT Steven Spielberg. Your video ad is NOT being judged like Disney’s next tentpole release. Videos have never been easier to consume or produce. So do it. And test it. Learn something and improve. Easy to Consume: On YouTube, we consume 500 million hours worth of video every day. Videos have even begun to supplant product images on Amazon, with some 90% of shoppers reporting that watching a product video helps them make a purchasing decision. Easy to Produce: When the company Mesh Canvas turned to Fiverr for ad creation, they found Luminous Studios — a company that previously worked in production for Google and Polaroid. And the internet is replete with tools to help you make your own video for little or no money. But we get freaked out. Especially if you’re thinking your video is going to be on TV and your friends and family might see it. It happens all the time. At Oxford Road, we frequently see clients reaching tens of millions of people with audio who will approve creative without batting an eye. But when the cameras come on, even for a small DRTV, VOD, or OTT test, the scrutiny is wildly different. It’s at the moment when we start talking TV that previously uninterested people come stampeding in with their “expertise”. Board Members, long lost friends who are TV producers, the Brand Manager’s mom. The stakes somehow go up exponentially, but they shouldn’t. It’s just a video. Visual advertising is nothing new. The word itself comes directly from Latin. When Caesar said, “I came, I saw, I conquered”, he was using one form of the word video—vidi. To see. Approximately 1,000 years ago a visual advertisement from China’s Song Dynasty boasted of “high-quality steel rods” and “fine-quality needles” in the form of a copper printing plate that made posters. We’ve been using imagery to sell for a long time. It wasn’t long after the television was invented that the first TV ad came to be — a commercial for Bulova watches in 1941 that cost only $9 to produce. With each new development in technology, from the printing press to the radio to the TV to the Smartphone, we are presented new means to deliver our message. But the goal remains the same. To sell.  Thanks to the proliferation of screens in our pockets, at gas stations, on billboards, and in bathrooms, advertisers have new media to utilize in service of this goal: Instagram visual ads, for example, include maximum video lengths of 15 seconds, the exact same length of many TV spots, BUT without the costly national media buy requirements. According to AdWeek, State Farm has seen a lot of success targeting gas station television screens by creating news, sports, and entertainment clips surrounding their ads. With all these screens, what is an advertiser to do? Oxford Road’s recommendation is to GET YOUR MESSAGE RIGHT first. It doesn’t matter how you say it until you have something to say. Once you’ve dialed your message in with Audiolytics™, and have clear performance goals, we can take your message from digital to podcast, radio, and on to screens. Don’t let video intimidate you, you’re NOT making Lawrence of Arabia and you DON’T have to spend six figures to learn something meaningful. With OTT (think of Roku or AppleTV) or VOD (think of a DirecTV cable box), it is possible to start testing your message for as little as tens of thousands of dollars in media. The creative costs can be far less, especially if you take a simplified approach. And if you have existing video assets, all the better. Take, tailor, and apply what’s worked on digital and test it! The way to look at testing OTT & VOD is like testing another show on your podcast plan. For example, you could be on networks including HGTV, DIY, Food Network, Travel, Cooking Channel, CNN, TBS, TNT, and Fox News for around $15,000 per week. Consider the keyboard I’m using to write this and compare it to Gutenberg’s printing press. It’s not even a contest. The same is true with the ways you can make a video in 2018. It is more accessible than ever. On Fiverr, you’ll find digital marketers with video experience. In the field of AI, even IBM’s Watson can create effective movie trailers. But there is still a long way to go with letting the robots write for us. Not to mention that you have a movie studio in your pocket. Imagine what Roy and Walt would have done with an iPhone X when they first moved to Hollywood? There are more screens and more ways to make things for screens than ever before. Start making more. Let Oxford Road help you test some video TODAY.

By: Dan Granger Forward: Oxford Road was born on the 4th of July, 2013. What follows is a gently updated document referred to as our, “Founding Letter”. This was my way of introducing our newborn agency to the world and making clear the principles for which we stand. Five years later, our little startup agency is now a leader in our field. We have launched 9 of the top 20 advertisers in the Podcast universe, ranked #398 on the Inc 500, and successfully helped 10 companies become or maintain the classification of “Unicorns” through launching performance marketing efforts on Podcast, Radio, and TV. Our strategic position stems from a strong foundation of offerings in Media, Messaging, and Measurement. Our proprietary methodology for generating, scoring and optimizing ad copy, Audiolytics™ is the most advanced in our field. Oxford Road enjoys a diverse client base of innovative brands that are all products or services we believe in and would use ourselves. Through this we have a united organization that provides meaningful value in the marketplace, but also for the individuals and families who depend on it, as well as the charities we have been able to support. Five years later, many of our circumstances have changed. But our core values remain consistent. We exist to serve people through performance. Thank you all for helping us get to where we are today. I hope you are able to live out the same purpose in your own life and enjoy the fruits of your labor in the way that Oxford Road has done for me. Happy birthday, America. Long live Oxford Road. -Dan   FOUNDING LETTER WRITTEN BY DAN GRANGER JULY 4, 2013   “The secret to career happiness is to get paid to do that thing that made you weird as a kid.” Not sure who said it, but I really like that one. Every business is in some way, a fractal of its founder. So it’s good you should know a bit about me. I grew up in a suburb of Detroit, on a street called Oxford Road. It was my incubator. Winters below zero with snow measured in feet. Golden Septembers that would make a Californian jealous. I did a show on public access TV when I was six and had a poem published in our local newspaper at 10. I had a sometimes controversial opinion column in high school and some of my articles caused protests. I always loved media. Not for its ability to report about people’s actions, but for its ability to cause them. Small wonder I fell into advertising. My street, Oxford Road, was where I learned I could make decisions to ruin my own life or influence others to ruin theirs. It was also where I learned I could lead people and inspire them to be a force for good and they could inspire me in the same way. I tested everything. I learned. I worked. I optimized and I grew. I built some relationships on that street that are standing strong today. To me, that’s what really matters. We start with our best guess at how to do things and by hard knocks we learn how to do them better. During the growth process, we form relationships that never end. As an advertising agency we value people. Our relationships within our organization and our relationships with our clients and partners are important. As are our relationships with our clients’ customers. Our ability to connect with our clients’ customers is the real measure of the value we bring. Our Agency is here to provide a platform for growth. Advertising done well will do one of two things: help a good business succeed faster or help a bad business fail faster. We look for companies that are changing the world with their products and services, that we can believe in and that we will use, and recommend to people we care about. If they believe in us, we find ambassadors in all walks of life to advocate for our clients to their tribes. We influence the Influencers, then we optimize and scale our messages to the masses. If we treat the audience well, we will be successful. If not, we deserve to fail. We believe firmly in accountability. Don’t judge us by Cost Per Point. Don’t count how many sporting events we take you to or big nights on the town. You won’t be impressed. Our job is to get you more customers at a price you can afford, over and over again. We don’t value branding, creativity, or industry awards above real customers taking action. Your sales and profit are our primary goal and focus. We obsess over it. We scrutinize over every detail. We err on the side of overworking. When we hit a goal, it means we can do better. We will not stop until the world knows you, trusts you, and gives you their money. When it comes to your product or service, we subscribe to Ogilvy’s “We sell or else” philosophy. And we don’t offer transparency in advertising performance as a suggestion. We demand it. Hold us accountable and watch what we do. As we demand innovation for the clients we work with, we demand the same for ourselves. If we look and sound like other agencies, slap us. We’re going to do things differently here. Oxford Road is a path. We want your business to benefit from our quirks, our scars, and our character. I hope you’ll take a stroll with us. Sincerely, Dan Granger CEO & Founder

By: Dan Granger WHY? Out of the 25 first astronauts in space, 23 were First-born; the remaining two were only children. WHY? Most of the great comedians from Chaplin to DeGeneres are the youngest siblings in their families. WHY? Middle children often report feeling neglected, scorned. WHY? First-born siblings frequently suffer back and neck pain as a result of their constant striving for perfection. The idea that character traits and behaviors are heavily influenced by birth order was set forth over one hundred years ago by Austrian Psychotherapist, Alfred Adler. Birth Order Theory remains widely accepted, though controversial, in modern psychology. While exceptions to the Birth Order Theory are prevalent, the value of the rule proves successful time and time again. For a modern primer on the subject, I recommend The Birth Order Book: Why You Are Who You Are, by Dr. Kevin Leman. I put little stock in astrology to guide my daily dealings, but I make frequent business decisions and even recommendations on brand positioning, based on the power of birth order and its significance in our lives. “If they were drowning to death, I’d put a hose in their mouth,” is credited to Ray Kroc, speaking of his business rivals. You may feel differently about competition, but for your safety and survival in the world of business, let’s assume someone somewhere might feel this way that about you. The story is as old as Cain and Abel, long before we had Sun Tzu’s war methods to adapt to corporate strategy. Much ink has been spilt by great intellectuals for the cause of market positioning in recent decades. For a brush-up on the topic, see the works of Ries & Trout, 22 Immutable Laws of Marketing, Positioning: The Battle for your Mind, or Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, by Adam Morgan. Birth Order Theory trumps all of these. While helpful in tactics and application, market positioning strategies are all derivative of this primal reality, baked into the nature of all living things, and repeated throughout history in all competitive arenas, including statecraft, military strategies, sports, and marketing. However dark, we can look to nature for the true application of our premise. See Siblicide in Humans and Other Species, by Catherine A. Salmon. “Sibling conflict is shared across a wide variety of species, including humans. It is an expected process because offspring compete for dominance as well as food resources (most common in nonhuman species) and also for parental attention, money, and other personal resources in the case of human children.” Whether you prefer to look at instances of siblicide in nature or the softer Birth Order Book by Leman, Birth Order Theory is nature’s guide to brand positioning. For our application to brand positioning, here are a few key definitions, taken from Leman’s text: First-born “First-borns bask in their parents’ presence, which may explain why they sometimes act like mini-adults. First-borns are diligent and want to be the best at everything they do. They excel at winning the hearts of their elders. As the leader of the pack, First-borns often tend to be: Reliable, Conscientious, Structured, Cautious, Controlling, Achievers.” Middle Child “The middle child often feels left out and a sense of, ‘Well, I’m not the oldest. I’m not the youngest. Who am I?’ says therapist Meri Wallace. This sort of hierarchical floundering leads middle children to make their mark among their peers, since parental attention is usually devoted to the beloved First-born or baby of the family. In general, middle children tend to possess the following characteristics: People-pleasers, Somewhat rebellious, Thrives on friendships, Has large social circle, Peacemaker.” Last-Born “Youngest children tend to be the most free-spirited due to their parents’ increasingly laissez-faire attitude towards parenting the second (or third, or fourth, or fifth…) time around. The baby of the family tends to be: Fun-loving, Uncomplicated, Manipulative, Outgoing, Attention-seeker, Self-centered.” For our purposes, we will suspend discussion of Only Children, who share many of the leadership qualities of a typical First-born. We will also depart from the nuances of sibling sets larger than three, as well as exceptions like the impact of extended gaps between siblings, blended families, implications of being First-born by sex, but not by family, etc. For our working theory, we will only concern ourselves with two groups: 1. First-born 2. Last-born If you are the market leader, we will operate under the assumption that you are a First-born. If you are anything other than the market leader, we will operate under the assumption that you are a Last-born. The reason we will not deal with the distinctions between Second-borns, Middle Child, Last-borns, etc. is that in every case, everyone who comes after is a reaction to the first. Leman refers to as the “Branching-Off Effect.” To read Part II, click here.

By: Kyle Jelinek, Associate Director of Client Strategy, Oxford Road While we here at Oxford Road created the Audiolytics™ ad scoring system, many advertisers unknowingly develop ads that pass–or come close to passing–our 71-point inspection. In this week’s Creative Breakdown, we dissect Varidesk’s TV spot, which achieved a score of 89%, making it just a hair shy of being Audiolytics™ Certified. While there are many things this ad does right, what we especially want to highlight is the use of the founder as a spokesperson, a favored tactic at our agency. We love using founders in our spots, if possible. Chances are if you’re an Oxford Road client, we have discussed using your Founder-face or voice in a produced ad campaign. And for good reason; there is, perhaps, no better way to humanize a brand than to take the person who created it and put their name on the line in this direct manner. One of the benefits is that Entrepreneurs are more relatable than paid spokespersons or even actors. The passion conveyed by the person who formed the company is uniquely yours and is instantly transferred to the listener or viewer in a way that cannot be accomplished by using even the most seasoned pitchman. And because it’s your company, people tend to believe you are serious about the promise you make. As a bonus, starring in your own ads eliminates the potentially astronomical costs associated with hiring talent or celebrity endorsers. Without founder-spokespersons, Kentucky Fried Chicken would be faceless fried food, MyPillow would be a sack of chopped up memory foam, and Papa John’s would be just another pizza joint. Oxford Road advertising alumni like Ring, Dollar Shave Club, and Lending Tree (the latter being a spot we produced in-house) have all used their founders in their TV creatives. On the radio side, the list is even longer with founders from Boll & Branch, Helix Sleep, Quip, and Legacy Box to name a few, all lending their voices to their creative. By appearing in their ads, Colonel Sanders, Mike Lindell, Papa John Schnatter, Oxford Road clients, and thousands of other founders have made a connection with consumers by personifying their brands and providing instant credibility in the process. Varidesk CEO, Jason McCann follows suit in this week’s creative breakdown. While Varidesk has run 11 spots ranging in lengths from 30 seconds to 5 minutes, this 60-second founder-spokesperson spot, entitled A Better Way, is the only commercial continuously airing since 2017, and it’s no wonder. What they did right: The structure of this commercial is rock-solid, executing a nearly perfect pain/solution narrative. Of the 9 Key Audiolytics™ components, Varidesk nails 6, including Setup, Value Proposition, Positioning, Demonstration, Substantiation, and Path. <>/u Secondly, Varidesk does an excellent job of positioning themselves against the “expensive” competition (beginning around the 0:10 mark). While other solutions are clunky and overpriced, Varidesk is an easy, cost-effective solution to the strain of sitting all day at your desk. What can improve: The two Key Audiolytics™ components found most wanting include Offer and Scarcity. Varidesk spends 55 seconds walking the viewer through the entire sales cycle and fizzles. Instead of going in for the sale, they close with the pedestrian line, “Go to Varidesk.com to order yours.” A great performance ad should have the viewer scrambling to their phone or computer to buy now! This spot begs the viewer to file Varidesk deep in their hippocampus in the “it’d be nice to have someday” section. Had Varidesk created a reason to buy now (a special offer or discount only available to viewers), it could have been more effective. If Varidesk really wanted to sell some product, they could have doubled down on the offer by creating urgency. This is traditionally done either organically (like for a father’s day gift) or artificially (like, “the next 50 people who use promo code STAND save $50”). While the brand folks in your company will cringe at the thought of such tactics, if you want to see immediate, trackable results from your ad campaign, they’re absolutely necessary. Finally, the Varidesk ad could up it’s game in the area of Execution. Yes, it hits or brushes up against most of the key Audiolytics™ components, but it’s as compelling as a Yanni concert–it doesn’t have to be. All too often, founders take a conservative approach to exude professionalism and avoid making waves–playing it safe is the fast lane to mediocrity! You must take some big swings. In his irreverent stab at “Big Detergent,” Jonathan Propper starred in this fabulous explainer video for his company Dropps.com. Like Varidesk, Propper unknowingly nailed most of the key Audiolytics™ components, but unlike Varidesk, the Dropps ad is executed in an entertaining and irreverent way that generates buzz. Jonathan is not a client of ours but we respect the work. Do you have what it takes to be the spokesperson for your company? Even if the initial response is a no, you should reconsider. If you are an engaged founder, you ARE the face of your brand, like it or not. While you may not be as famous as Richard Branson or have the down-home appeal of Orville Redenbacher, you have a passion for your business that is unmatched by anyone on this planet. By harnessing that passion, you’ll win the hearts of your future customers. If you’re not the founder of your company, it is your duty to interject your founder into the creative every chance you can. Your ads will perform better. By not exploring the possibilities, you’re leaving a lot of money on the table. If you’ve taken the first step and are willing to be your own spokesperson, are you going to slip into mediocrity or do you have the intestinal fortitude to bare it all for your company like Jonathan Propper? If you’re our brand of crazy (and the fact that you’ve made it this far in this week’s Influencer suggests you are), we’d like to schedule a free brainstorming session to see just how far we can take it. If you have what it takes, we can begin to craft a message that will have the world talking. “I guarantee it.” If the above link didn’t work for you, reach out to gavin@oxfordroad.com to discuss next steps.

By: Grant Durando It’s a bright time for performance advertisers. The strong, foundational media types—TV, Radio, and Digital—are all performing well and at scale. There are more arrows arriving in the performance advertiser’s quiver that lack scale for now, but find their places as complementary performance assets, like Podcasts, Streaming Audio, and OTT/VOD. Then, of course, the bleeding edge of performance media: Smart Speakers. Between Amazon, Google, and Apple, the Smart Speaker hardware market is remarkably consolidated. However, due to the variety of these speaker’s abilities, skills, and the increases in AI capabilities, the amount of content you can access and interact with is expanding wildly. The versatility of use and wide-ranging applications for these devices could explain the meteoric rise of adoption; individuals reporting ownership in the US has boomed from 7% in 2017 to an estimated 18% (51M people) in 2018, according to Edison Research’s 2018 Infinite Dial Study. This tremendous growth could quickly allow advertisers a solution for reaching individuals, mainly A18-34, in the comfort of their homes. After all, 50% of them don’t even own a radio in their home at all (Edison). When analyzing the potential value for any burgeoning media type, it’s important to consider scale, content, format of advertisement, and attribution, both on delivery and conversion. Scale seems to be a limitation that is organically becoming less of a concern. In thinking of content, it may be helpful to consider the nearly boundless potential of what could be programmed and executed on a Smart Speaker. There are the expected content types that would be included on an audio-driven device, such as Terrestrial and Pureplay (Internet) radio, your local AM station, favorite Pandora station, that podcast that you couldn’t finish on your commute, and your classic party playlists from Spotify. Again, those are not surprising, and you could access just as much on your smartphone. It is upon consideration of the unexpected media that can be played from these devices where tremendous value could be realized for performance marketers. Major news outlets have begun integrating “Flash Briefings” into the playback features for Alexa and comparable short-form, headline-driven news segments are appearing on Google Home as well. By integrating a pre- or post-roll advertisement, an advertiser is able to integrate nearly seamlessly with a trusted news source at the moment when a consumer is at home and leaning in to concentrated, detail-based content. It’s hard to imagine a consumer readier to convert. Unexplored media territory is only bound by the imagination. For example, a voice-based game (such as Jeopardy) could reward top contestants with exclusive promo codes to e-commerce sites. In another example, weather reports could offer you a new umbrella with free next day shipping if it’s supposed to rain in 3 days. While TV and non-endorsement audio, such as pre-recorded radio ads, are clear breaks in content, new media formats and the corresponding variety in advertisement placements could forge the way for Smart Speakers to be the new ‘native’ darling of the performance advertising universe. At the media, advertiser, and agency level, attribution is another area for innovation when it comes to Smart Speakers. The largest change in attribution will be the removal of the click in an online, connected environment. Currently, for digital and other “online” media types, the click is relied upon as a method of tracking interest, intent, and in some cases it’s a method of valuation for the media itself. The alternative to the click is the method that is now commonplace to offline performance advertisers: the vanity URL or promo code. While that method is solid (because it’s virtually the only way to track redemptions on a given placement), it leaves room for users to convert without being tracked appropriately. So, where the click reigns supreme in online environments, and promo codes, vanity URLs, and spike-level models (mainly for TV, and not to be discussed in detail here) dominate offline attribution, Smart Speakers may offer an alternative for its advertising attribution efforts. Since all Smart Speakers are required to be linked to the hardware’s parent company (Google, Amazon, or iCloud accounts), there’s suddenly a direct link between a listener’s shipping address, (potentially) payment information, and even shopping history. It’s still conjecture to say that Amazon would allow credit card and address information to be securely passed through to an e-commerce site, like Quip, but it’s not too far of a leap to say that, in the least, you’ll be able to order products advertised on the device if they are carried by Amazon, as you are already able to order, by voice, products on Amazon. The only difference between the status quo and this projection is the fact that the product would be advertised and ordered via a specific skill, as opposed to on an ad-hoc basis, and thus could theoretically be tied back to the advertising placement and properly attributed. The even larger leap comes if Amazon, Google, and Apple can sustainably integrate their payment services across multiple e-commerce back-ends (sounds a lot like a role that Paypal could fill, doesn’t it?). If that could be accomplished securely, you could have orders coming in from voice directly and securely to an e-commerce website. For now, though, the space is too diversified (across three different major corporations with their own payment platform ambitions) to see this as a near-term revelation. One more method that is less intrusive and requires minimal Personally Identifying Information (PII) would be a call to action that goes something like “Ask Alexa to text you an exclusive link to get healthier teeth”, which upon verbal request would text you a vanity URL that would a) apply your discount and b) allow for attribution on the specific placement. This could be on the very near-term horizon, given its PII risks and information transfer. Smart Speakers have already demonstrated their potential for scale and mass adoption. They’ve also begun to show the varieties of content that could be possible with creative minds and minimal production dollars. With that variety and audience engagement, new ad units will emerge with corresponding attribution methods, which could look very unlike anything that is currently in the performance marketer’s arsenal. The simpler integrations have already become available to the marketplace (if you know where to look), predominantly from major, larger media companies, and like other emerging media types, this is high time to begin exploring and evaluating the inventory to assign performance values and, correspondingly, appropriate pricing. It’s exciting to note that select Oxford Road clients will be among the first to engage with these media and audiences in the coming weeks and will be actively experimenting with the new units (and working with networks/platforms to collaboratively ideate new units) as they arrive in the next 6-12 months. Smart Speakers represent a new dawn for audio that will surely allow advertisers to hit an otherwise unreachable audience, while also doubling down and increasing reach on pre-existing media buys, like podcasts, radio, and streaming.

By: Adam Faughnan, Director of Offline Marketing, Credit Karma The ‘it’ was January 2016 marketing spend and usually for a marketer this would be positive news. Especially for one who has worked at startups where the burn rate could only be higher if we were literally burning cash to heat the building. The sense of dread was more related to the fact that it was December 16th and spending an additional $10 million in a month while measuring ROI was about as easy as working on the Pepsi social team after Kendall Jenner healed the racial divide in America with a commercial. But, I stayed stoic and responded calmly to the CMO that it should be doable as long as we were able to relax our measurement requirements. I quickly went to work. The goals were aggressive. The marginal efficiency had to stay within a tight range. But we had never spent at this level in one month before. It is always fun to spend money (my wife will attest to this) but less fun when you are traveling to Ireland in eight days and you need to ramp up multiple tests while figuring out ways of measuring them. I asked our TV agency for some scenarios. They had been planning January for the last month. At various levels of spend, what would we expect to be the difference in reach and frequency? What would the separation be between spots on each network? What creative rotation should we use to maximize response? What is the optimal mix of 15 and 30 second TV spots? What additional networks or tests would we consider at different spend levels? To their credit, they moved very fast, worked a lot of late nights and came back with a multitude of options. Then came the fun part. I will admit I am not the best at responding to every sales email I get (tip for salespeople- don’t send the exact same email to the CEO, CMO, VP of Marketing and me and expect a response). Now I could email vendors and ask for quotes, but only if they got back to me within 24 hours with a clear proposal, dollar investment and the lowest CPM they could offer. Things that seemed a little crazy a few months ago (hello movie theater advertising!) suddenly had traction because you could get a fire-sale CPM, Nielsen ratings and do hold-out markets locally to try and determine ROI. Obviously, every test wouldn’t turn out ROI positive but the “what do you have to believe?” had to be there. Is it possible, with this target audience and this CPM, that you would get a response rate that would be ROI positive, given all historical testing? Tests that were being mulled for Q2 of the following year were quickly moved up. The target was a younger demographic. Cord-cutters (selfish millennials who I suspect were still using their parents’ cable log-in) were flocking to Hulu and YouTube. Committing large investment amounts during a seasonally weaker period for advertising allowed us to secure rates that were usually not possible. Again, hold-out markets were used to measure response. While typically I would focus on local match market tests to accurately measure incremental response and marginal cost, the goal was now to drive as much acquisition as possible while trying to get an understanding of response. Podcasts and YouTube endorsements were quickly ramped up and measured using vanity URLs. While the attribution multiplier was still slightly murky (like a muddy puddle), measuring podcasts against each other for efficient response would enable future testing. The final piece of the puzzle was an attribution survey we had been running on our registration flow that was quickly updated to include additional testing options. With our high level of traffic, we could establish some baselines in December before measuring changes in January once we turned the media on. All media tests were lined up, markets allocated, invoices signed, legal approvals procured in eight frenzied days. Then, for a real challenge, I took three kids on a ten-hour flight (two of them on laps) before the age when you should shove an iPad in front of them and tell them you would see them in Dublin. Who says offline marketing isn’t exciting? Key Takeaways – Testing: Despite a lack of lead time and a broad goal of crushing the acquisition forecast, it is still important to set up tests in a (SMART) way – specific, measurable, achievable, relevant and time-bound. – Pricing: It can sometimes work in your favor to approach media companies at the end of the quarter with a low rate proposal if they have unsold inventory they are looking to shift. – Attribution: Testing multiple platforms simultaneously can lead to difficult attribution but can also give you insights that will enable future tests (Hulu showed enough promise to launch a future test later in Q1). – Ubiquity: Appearing everywhere in a defined period of time can be expensive but does have its benefits. By ramping spend in TV, Radio, Podcasts, YouTube, Hulu and Movie Theaters, we experienced an up-weight effect for our overall response for both Offline and Digital

By: Dan Granger Now where were we? Oh yes, your tests are failing, or at least not showing a path to scale your media as far as your goals require. We’ve identified the mismatch between the deadlines you dictate for your investments before acceptable performance is realized, versus the deadlines you’ve articulated to the audience in your commercials (typically, no deadline). So let’s look at the solution that should allow you to bridge the gap: The technical term is Tentpole Marketing, and it’s been under our noses all along. You have already seen it and mostly steered clear. You might even dabble in it around Black Friday or on digital channels where you think no one will really notice. Either way, it’s probably not a core part of your growth strategy. Tentpole Marketing is simply event-driven marketing. It’s about building your marketing calendar around key events throughout the year that gives consumers a good reason to buy at that time. Examples include major gift-giving holidays like Valentine’s Day, Mother’s Day, or Christmas. Consider seasonal or weather-driven events. Product launches, industry events, made-up events, little-known holidays like Work Naked Day (Feb 1), Talk Like Yoda Day (May 21) or Pluto Demoted Day (Aug. 24). Yes, those are real. A little mental exertion can find a reason why one of these infinitely interesting and prevalent events can give you the excuse you need to throw your customers a party. In Audiolytics™, we prefer the term “Scarcity” and break it down into two primary groupings: Organic Scarcity and Artificial Scarcity. Organic Scarcity is the obvious stuff. You already know what it is for your business because it’s when everything works better based on pre-existing events in the market. If people are 50% more likely to buy between Thanksgiving and Christmas, then most of your work is done. You just need to plan accordingly. Artificial Scarcity is a bit trickier. It means that the market has no known reason to buy from you during a fixed period, so you create a reason. That doesn’t mean lie. It often means you have an opportunity to create. To make an event real by speaking it into existence. I had the great fortune to work with LegalZoom for many years, starting with their first offline campaign in 2004. I take none of the credit because I was simply one of many caretakers to a great idea on top of a great company. The geniuses behind the brand decided to invent, “Start Your Business Month.” There never was one before they decided to give it life. It was masterfully executed. A theme that was motivating around the start of the New Year, when people are poised to venture out but need a little push. A special offer that truly is better than last month’s and the one to come in the month following. A deadline. Not one you keep to yourself, but one you share with the audience. Plus specialized web assets, videos, emails, PR, etc. – all of it designed to amplify the promotion. A fully integrated push around this simple idea – that you have a dream and NOW is the time to pursue it. January is that time for you. LLCs, S-Corps, C-Corps, DBAs and more. Come join the fun and be a part of “National Start Your Business Month,” now through January 31st at LegalZoom.com and get a 20% discount on your free business formation documents when you use promo code, “Launch.” It was brilliant. Better than that, it worked. Rather than cheapen the brand, it strengthened it by demonstrating an alignment with the felt needs of their customers; small businesses. This concept has helped launch many thousands of companies while being a boon to sales, and a dependable annuity for its stakeholders for more than a decade. So why doesn’t everyone do this? The common causes for avoidance typically come down to pride and difficulty. Let’s deal with pride first. It requires humility and acceptance that we may not be the special snowflake who simply announces to the world that we’ve made a better mousetrap and watches the customers stampede through our door. We don’t want to look foolish, desperate, or in a hurry. We’re building a brand for the ages. Quite rationally, we even want to avoid transaction-oriented deal shoppers who are easy come, easy go and don’t always provide the best LTVs. So we avoid the types of conventions that will drive stronger performance by a given deadline, even though deep inside, we know it will work. My advice on this is to test this test model. It does not have to make you look cheap. In fact, who doesn’t love a deal, when there is reason to believe in it. There must be discernment applied to make sure that it matches the brand and remains credible. But these things are not mutually exclusive. It’s generally a lack of persistence and creativity that cause people to tap out before finding the right balance. The second is difficulty. Changing out landing pages, getting agreement and buy-in on an offer, making it a better offer than you have in some high performing digital channels, changing your ad copy, changing it back, coming up with a theme, protecting the brand, coordinating all of the deadline-driven execution parameters amidst the backdrop of an already crushing workload. You don’t need another battle, and so operate on the hope that all will be well without so drastic a change. This is not a recommendation that you truly do anything that diminishes the brand. You do not need to tell half-truths. You do not need to compromise your real principles. But can we just be honest with each other for a second? Are you a performance marketer or not? Are you testing new channels expecting that it will hit a sales metric or not? Do you have the budget to plan media buys annually, and without the pressure of tying it directly back to product sales, or not? If everything you are doing is working and you know you’ve got headroom without going there, then by all means, carry on. But if you’re looking to “test new channels” but can only commit for a short period of time to “see if it works” or “has clear potential to work”, then for heaven’s sakes, will you please notify the audience? In Review, here are the key components for your Tentpole Marketing event: Purpose – could be artificial or organic. But there must be a reason for the season. Offer – and a better one than you provide before, after, or elsewhere. Don’t cheat here. Google will rat you out every time. Deadline – Don’t just have it. TELL THEM. Shout it from the rooftops. Announce the promotion at the top of your ad. Remind them 2-3 times of when the offer will expire. Support – Do what you can to market around it. Use it to boost your other channels. Digital, Email, Display, Social. Build specific landing pages and let the world know. You will be glad when you see that all boats truly do rise. Media Flighting – This is a time to hit the gas. Higher frequency than usual. Escalate your frequency even higher the closer you get to the end as the increased repetition will reinforce the perceived urgency in the mind of the audience. Let them know it’s their last chance and remind them vigorously. Test, Test, Test! You’ve got the wind at your back finally. Now do something with it. Don’t run test media under flaccid circumstances. Use this time to try new channels. If it doesn’t work during your promotion, forget it. This allows you to circumvent the gut-wrenching process of “waiting for the ramp”. When you see the lift in existing channels vs. typical performance, you can project what performance will look like between this and your next promotion and if the media will work without the extra help. Even if it will not, at least you know where to return and you’ve gotten three times further than you would have with your former testing approach.   So there you have it. A recipe for testing media and for enhancing the media you have.

By: Dan Granger When you’re a young pup in advertising, everything is a test. You scrape together a small budget and start playing the hits: SEM, SEO, affiliate partnerships, a little bit of Facebook, then a lot of Facebook. You place very small bets and grow them incrementally, and you can shut them down in an instant with the stroke of your keyboard. You find success so you begin to scale. These tests become core digital channels and your business begins to depend on them. You’ve had your first taste of success in acquisition marketing and it felt good — really good. But now you need to keep feeding the monkey. One day, your customer acquisition costs on Facebook get more expensive, and you’re not seeing the same returns on the same scale. You notice your keyword searches are getting a bit more competitive as you look for higher volume at the same efficiency. Panic sets in, but then you recover. You figure out a way to regain your former position, but you realize something: this cannot go on forever. You must diversify to continue to safely scale. You realize that to achieve your goals, you’re going to need to do more than just list yourself in search engines; you must create demand. Facebook helps with this, but you can’t be fully dependent on that one channel. It makes you too vulnerable and you know, at some point, there will be a ceiling. You talk to your friends and find out that brands like yours have taken the leap into audio and video, telling their stories to larger audiences. They survived the crossover into what is called “offline media,” and you realize that you need some help if you’re going to survive too. You call an agency like Oxford Road and tell us of your big plans to dominate your category. You want to know what is the least you can spend on a test, assuring us that, if it works, you’ll spend more. The difference now is that you cannot turn these channels on and off in a day like you can with digital. You have to risk tens, maybe hundreds of thousands of dollars just to find out if these channels are going to work for you. It’s petrifying. Fortunately, one of your investors has seen offline media work before and encourages you to take the leap, so you do it. During the ramp-up, everything you buy feels like a test, and you fear for your future if it doesn’t work. Not everything works, but enough does that you can see the light at the end of the tunnel. You survive, and some of these channels are really taking off. Your friends and co-workers hear your ads in their favorite podcasts, infusing you with a new level of confidence and conviction that you can take this brand all the way. However, you don’t realize that when you’re advertising on proven performance channels that are shared by dozens of other marketers for similar brands, it is less about you testing media and more about the media testing you. It is a game of “mirror mirror on the wall,” and this mirror tells you exactly what the market thinks of you. You mature as a marketer and dig deeper into your funnel, optimizing everything. By now, you have built a foundation of demand-generating media: podcast, radio, and possibly even TV. Congratulations! You’ve crossed over from tiptoeing into channels where every dollar is 100% test to actually having a marketing budget. And while the kid who got your early marketing efforts off the ground may still play a role in the company, you’ve started hiring people with a bit more experience. You’re now a steady advertiser with quarterly budgets and a roster of proven media channels, but you start to plateau again. You realize that you’re leveling off and the air is becoming increasingly thin, so you search for new media gems. They’re not as easy to discover as in times past, and it’s getting painful as new tests don’t all pan out like the old. So now what? The older I get, the more I appreciate the wisdom of institutional brands like Coca-Cola. There is a lot that you don’t have in common with Coca-Cola, but they have spent billions of dollars learning things that can drastically benefit your business, regardless of size. Not the least of these is their now-famous 70/20/10 rule. The rule is this: 70% of your marketing budget goes to proven core programs, 20% goes to test programs that are highly likely to perform similarly to your core, and the remaining 10% goes to high-risk experiments, a.k.a. “crazy shit.” For Coca-Cola, linking this 70/20/10 budget to a performance-based compensation and bonus plan for its ad agency incentivized the agency to operate in and discover unfamiliar– and sometimes groundbreaking– areas. For a performance marketer today, this budget breakdown provides a framework for navigating media in a way that ensures stability while allowing for growth by testing the fringes and exploring new waters. Most people don’t have the discipline to follow a 70/20/10 model, but you should. Like everyone else, you want to spend to the diminishing return, but when you start to hit that ceiling, it will serve you well to have a framework that allows you to protect your base and continue to expand incrementally upward. This allows you to take a measured approach to continued growth. Your core is the 70. The 20 is for things that you aren’t yet buying, but are bought by comparable advertisers. The 10 is for anything your little heart can dream of– where you can have some fun: opportunistic deals, unproven media, big ideas; tests for testing’s sake without having to handcuff every dollar to the same KPIs as your core. And the best part is that once in a while, the 10% will hit a gusher and make up for all of those previous quarters where the 10% felt like a waste. It’s not very complicated, but it requires forward thinking, planning, buy-in from multiple stakeholders across your org, leadership, and the guts to see it through to fruition. Have you started managing your budget this way? If not, perhaps we should talk.

By: Stew Redwine Ad agency Oxford Road calculates high-priced spots were just 25 percent effective LOS ANGELES – FEBRUARY 4, 2018 – While the New England Patriots  lost Super Bowl LII on the scoreboard, the biggest losers of the big game may have been the advertisers who wasted some $78,750,000 with unclear messages and poor execution in their commercials, this according to Los Angeles-based ad agency Oxford Road.   Using its proprietary Audiolytics™ scoring system, Oxford Road performed a real-time analysis of all 63 national commercials that ran during the February 4 game, evaluating them based on nine key aspects.  The agency concluded that the commercials were, on average, just 25 percent effective.  With each 30-second spot costing over $5 million (not including production costs or ad agency fees, which could add millions more), each commercial wasted around $1.25 million. “Too many firms focus on getting a cheap laugh or chasing trends at the expense of highlighting their overall value proposition,” said Dan Granger, CEO of Oxford Road. “As we all know, the Super Bowl is a great platform to launch and build brands, but it must be done within the context of what the product or service stands for. When you consider how much these ads cost, it’s important to make sure these firms get the most for their money. “Unfortunately, our analysis shows that the overwhelming majority do not.”   Audiolytics evaluates nine key components of each commercial’s message including Setup, Value Proposition, Positioning, Demonstration, Substantiation, Offer, Scarcity, Path and Execution. Based on analysis from Oxford Road’s team, totals from each of these categories were weighted and combined to generate the Audiolytics score. This number is then multiplied by the cost of the estimated ad cost to determine how much was spent effectively versus ineffectively. According to Oxford Road, the ad that performed worst was the T-Mobile spot “Little Ones.”  The minute-long commercial, which aired during the fourth quarter, when the game’s outcome was still very much in doubt, delivered an Audiolytics score of just 18.3 percent, and wasted an estimated $6.4 million of its total ad buy.  The best performing ad was one-minute spot “Do the Math and Switch to Sprint” from T-Mobile’s cell phone competitor, which included the AI robot coworkers.  It delivered an Audiolytics score of 95.3 and effectively used $9.5 million of the cost of the ad.   Audiolytics is Oxford Road’s proprietary method to grade each commercial on its likelihood to drive in-market performance.  In addition to the version used for the immediate analysis, the firm also offers Audiolytics with 71 measurement categories and a detailed report identifying successes and failures for each spot. The company media planning practice relies heavily on leveraging score-based media matching, based on consumer behavior predictions founded in hundreds of millions of dollars in performance data across dozens of product categories.

By Stew Redwine This Verizon TV commercial caught my eye because it includes something that often gets left out of advertisements, especially those that are couched as a “brand play.” Facts. Google used the same move, for the same phone, in this playful TV commercial. They’re showing you, through demonstration, and telling you, by listing specific facts, about features you care about and will benefit you – and doing so in a captivating way. Microsoft is doing the same thing with their outdoor advertisements for the Surface. There is a billboard just down the street from our Hollywood office that reads “You can take 1.73 pounds just about anywhere” over an eye-catching building that has a tall picture of a gorgeous waterfall. Of course, you can go all facts and are left with something that has no heart and is merely a man sitting at a desk talking at the audience. It’s a delicate balancing act, but in MOST cases, there are far more feels or emotional appeals in a piece creative than facts and rational appeals. We’ve seen a meaningful increase in performance, 15-30%, by replacing emotional appeals with rational appeals. In short, making a spot entertain less and sell harder. Audiolytics™ is the messaging model we use at Oxford Road to ensure all the building blocks of a persuasive message are in place, including the facts and the feels. Too often these two aspects of a persuasive message and any message for that matter are seen as a trade-off: you either appeal to the head or to the heart. And the Zeitgeist is all about catching feels. Take a look at Ace Metrix’s break down of TV spots from 2017

HOW TO GET THE BEST ROI OUT OF YOUR AD AGENCY By: Dan Granger Confessions of an Advertising Man was originally published in 1963 by David Ogilvy, and 55 years later, his words still glisten. Since its original publication, Confessions has sold over 1 million copies, and is required reading for practically every advertising class in the United States. I encourage you to read this book immediately, not just if you are in marketing or are a business executive, but also if you are anyone who intends to do anything of consequence during your short stint on Earth. There is little that can be said about advertising in 2018 that David Ogilvy didn’t already say over half a century ago, including Chapter 4, entitled ”How to Be a Good Client”. Nevertheless, I offer a modern adaptation to help you maximize the return on your advertising expense, via the proper care and feeding of your ad agency. Here it is in 10 Steps:  1. STATE A CLEAR GOAL It is stunning how many businesses, large and small, cannot succinctly articulate how they will measure the success of their advertising. Just like any other goals – keep them SMART (Specific, Measurable, Achievable, Realistic, Timely). Acceptable Example KPIs: • 100,000 new customers this year at a $100 CPA • Move from #3 to #2 in our category in market share by the end of June • Increase ROAS from $2.12 to $2.47 by EOY Unacceptable Example KPIs: • Discover new channels that deliver a $20 CPA on our $1000 product, just like the two affiliate deals we have in place that yield us four customers per year – but make it super scalable. • Find new scalable acquisition channels that will achieve our ROAS goals, but make sure they are only places that match our desired customer profile, not our actual customer profile, and that have 99% overlap with the political and religious beliefs shared by our executive team, board, and friend circles. Also, make us popular in the South. • We’re still discussing our KPIs internally, but we need to get this campaign started by the end of the quarter, whether we know our KPIs or not. 2. SHARE DATA Engaging an agency without data transparency is like asking your Uber driver to shut off their phone and put on a blindfold. If you want excellent planning, reporting, attribution – aka, good work – you must not hold back. Once you select your agency, finish the trust fall and share. Also, it helps if the numbers are accurate. Marketing is expensive, so get your best people on this; the only thing worse than no data is the wrong data. You would simultaneously vomit and cry if you knew how many millions of marketing dollars go wasted on account of poor data management. 3. SET AND MANAGE EXPECTATIONS Much of the burden here is on your agency to manage your expectations. They should never get a pass. But please, don’t expect mind reading either. If there are assumptions you make about things like risk tolerance, brand affiliations, time horizon on payback, you must communicate those early and often, so no one is ever surprised. 4. MAKE SURE IT’S A CULTURE FIT Advertising is hard. You must invest so much of yourself, on top of the financial commitments, to achieve your goals. It’s ok to want to feel connected to your partners. Some people want nothing but facts and numbers; other people value the soft skills. Communicate those preferences to agency leadership early in the relationship because most of the time, they can find the right match to work on your account. 5. DEMAND BUY-IN You want your agency to be strategic. You want them aggressive. But first, they must believe. Make sure that your agency and your support team understand your mission, your vision, and your values. Make sure they know how the sausage is made. Invite them to events where they can meet your customers. Let them work your customer service line and sit in on company events. Your agency should be an extension of your team. Your agency should also use your product or service if at all possible, and even if outside of the target demo, they should still be passionate enough to recommend to people they love. The passion they feel for your business will make them fight harder to make you successful when they are part of your story. When Oxford Road was just a side hustle, we had the pleasure of launching Dollar Shave Club’s first Podcast test. Sadly, we were too early in our development to keep them as their business scaled and consolidated their marketing partners. Years later, I feel some sadness every morning when I shave. Even still, it is better to have loved and lost. I’d like to believe that deep connection played a small part in their now famous growth story. 6. DEMAND LEADERSHIP We have a neon sign in our office that says “Here’s what we need to do.” If we are to be nothing but order takers, you should not hire us. A real agency should bring strong POVs even if they disagree with you. Especially if they disagree with you. Do not train your agency to be order takers. When they challenge you, embrace it. In fact, reward it. If they are too agreeable, speak up. The greatest asset your agency can bring is a strong recommendation, grounded in data, with the ability to execute. 7. ACKNOWLEDGE YOUR BLIND SPOTS Don’t fight it. You have deficiencies. You need a strong agency partner who won’t let you backseat drive them off of a cliff. Maybe you are too in love with your brand, so you sacrifice performance. Perhaps you are too short-sighted and believe all performance happens in real time. Part of having a partner is trust, and to be successful in advertising, trust you must. 8. MANAGE AGENCIES LIKE EMPLOYEES Let’s face it; they have a lot in common. Often your relationship with your partners -agency and employees alike- represents jobs on the line. Many of the same rules apply. Give your partners clear expectations about how they are measured. Let them know periodically how they are tracking against your expectations. When they fall short, let them know. Coach and encourage them. Give them some freedom to fail. Don’t micro-manage. If they have performance problems that might threaten the engagement, tell them so, and in no uncertain terms. “I need you to do X, by Y date, or Z will happen.” Never blindside. If you fire your agency and they are surprised, chances are you failed in your management of them. And if you must cut ties, ask yourself, “Can I still use their services for work within their skill set, while giving other parts of our business to a different firm?” Many times your current agency will work comfortably and successfully in tandem with another shop as your needs change and will work just as hard, grateful for having not been discarded. Lastly, if you must cut ties, think about it like your employees. The longer they’ve been with you, the longer you want to take to wind them down. Remember, families depend on your business, so don’t quickly cut and run from a partner who has faithfully served you and your team. 9. OVER COMMUNICATE The best way to get what you want, and not have to go through an unnecessary breakup, is to be loud and clear. If your agency is falling short, don’t be passive-aggressive. Some advertisers may make snide comments or casual digs, but never actually address the issue head-on. If you’re unhappy, give the relationship the respect it deserves. Call a meeting with the stakeholders, not just your POC, and state in crystal clear language where there are areas for improvement or relationship-threatening trends. Schedule time to revisit and benchmark progress against your concerns. It takes work, but you’ll get better performance, and feel better in the long run, knowing you were diligent about what you could control. 10. FOLLOW THE GOLDEN RULE FOR THEIR P&L You want your agency to fight to the death for your profitability and growth. So why are so many advertisers so aggressive in negotiating the fees of those that serve them? Remember: a highly profitable agency is lucky to make 2 cents in profits for every dollar of media you spend. Many times it’s under a penny. Also, consider that a good agency can help you double the performance of a mediocre one. A great agency can double the performance of a good agency. The fruit of a great agency partner can help you take a market leadership position and cause sales to skyrocket, and profits along with it. So why be stingy with a partner who can help you earn 100X their fee? Why tempt a great agency to put their B-Team on your account because they’re worried that you’re putting them out of business while they serve you? The most reasonable but uncommon thing to do is stay focused on your goal. Be clear about it. Rather than grind your agency on their fee, be generous. When they surpass your goal, bonus them, just as you would a key employee. Service businesses are so easily kicked around. Be the one that inspires them as a partner to do their best work and stand shoulder to shoulder with you as you best your competitors and surpass your goals. In closing, set goals, be clear, share information, make demands, over communicate, share the spoils of war – BUT FIRST, read Confessions of an Advertising Man.

By: Dan Grander Confessions of An Advertising Man was originally published in 1963, and 55 years later, his words still glisten. Since its original publication, Confessions has sold over 1 million copies and is required reading for practically every advertising class in the United States. I encourage you to read this book immediately, not just if you are in marketing or are a business executive, but also if you are anyone who intends to do anything of consequence during your short stint on Earth.  There is little that can be said about advertising in 2018 that David Ogilvy didn’t already say over half a century ago, including Chapter 4, entitled ”How to Be a Good Client”. Nevertheless, I offer a modern adaptation to help you maximise the return on your advertising expense, via the proper care and feeding of your ad agency. Here it is in 10 Steps: 1.    State a Clear Goal It is stunning how many businesses, large and small, cannot succinctly articulate how they will measure the success of their advertising. Just like any other goals – keep them SMART (Specific, Measurable, Achievable, Realistic, Timely).  Acceptable Example KPIs:  •    100,000 new customers this year at a $100 CPA •    Move from #3 to #2 in our category in market share by the end of June •    Increase ROAS from $2.12 to $2.47 by EOY Unacceptable Example KPIs: •    Discover new channels that deliver a $20 CPA on our $1000 product, just like the two affiliate deals we have in place that yield us four customers per year – but make it super scalable. •    Find new scalable acquisition channels that will achieve our ROAS goals, but make sure they are only places that match our desired customer profile, not our actual customer profile, and that have 99% overlap with the political and religious beliefs shared by our executive team, board, and friend circles. Also, make us popular in the South. •    We’re still discussing our KPIs internally, but we need to get this campaign started by the end of the quarter, whether we know our KPIs or not.  2.    Share Data Engaging an agency without data transparency is like asking your Uber driver to shut off their phone and put on a blindfold. If you want excellent planning, reporting, attribution – aka, good work – you must not hold back. Once you select your agency, finish the trust fall and share. Also, it helps if the numbers are accurate. Marketing is expensive, so get your best people on this; the only thing worse than no data is the wrong data. You would simultaneously vomit and cry if you knew how many millions of marketing dollars go wasted on account of poor data management. 3.    Set & Manage Expectations Much of the burden here is on your agency to manage your expectations. They should never get a pass. But please, don’t expect mind reading either. If there are assumptions you make about things like risk tolerance, brand affiliations, time horizon on payback, you must communicate those early and often, so no one is ever surprised. 4.    Make sure it’s a culture fit Advertising is hard. You must invest so much of yourself, your time, your finite financial resources to achieve your goals. It’s ok to want to feel connected to your partners. Some people want nothing but facts and numbers; other people value the soft skills. Communicate those preferences to agency leadership early in the relationship, because most of the time they can find the right match to work on your account.  5.    Demand Buy-In You want your agency to be strategic. You want them aggressive. But first, they must believe. Make sure that your agency and your support team understand your mission, your vision, and your values. Make sure they know how the sausage is made. Invite them to events where they can meet your customers. Let them work your customer service line and sit in on company events. Your agency should be an extension of your team.  Your agency should also use your product or service if at all possible, and even if outside of the target demo, they should still be passionate enough to recommend to people they love. The passion they feel for your business will make them fight harder to make you successful when they are part of your story.  When Oxford Road was just a side hustle, we had the pleasure of launching Dollar Shave Club’s first Podcast test. Sadly, we were too early in our development to keep them as their business scaled and consolidated their marketing partners. Years later, I feel some sadness every morning when I shave. Even still, it is better to have loved and lost. I’d like to believe that deep connection played a small part in their now famous growth story. 6.    Demand Leadership We have a neon sign in our office that says “Here’s what we need to do.” If we are to be nothing but order takers, you should not hire us. A real agency should bring strong POVs even if they disagree with you. Especially if they disagree with you. Do not train your agency to be order takers. When they challenge you, embrace it. In fact, reward it. If they are too agreeable, speak up. The greatest asset your agency can bring is a strong recommendation, grounded in data, with the ability to execute.  7.    Acknowledge Your Blind Spots Don’t fight it. You have deficiencies. You need a strong agency partner who won’t let you backseat drive them off of a cliff. Maybe you are too in love with your brand, so you sacrifice performance. Perhaps you are too short-sighted and believe all performance happens in real time. Part of having a partner is trust, and to be successful in advertising, trust you must.  8.    Manage Agencies Like Employees Let’s face it; they have a lot in common. Often your relationship with your partners -agency and employees alike- represents jobs on the line. Many of the same rules apply. Give your partners clear expectations about how they are measured. Let them know periodically how they are tracking against your expectations. When they fall short, let them know. Coach and encourage them. Give them some freedom to fail. Don’t micro-manage. If they have performance problems that might threaten the engagement, tell them so, and in no uncertain terms. “I need you to do X, by Y date, or Z will happen.” Never blindside. If you fire your agency and they are surprised, chances are you failed in your management of them. And if you must cut ties, ask yourself, “Can I still use their services for work within their skill set, while giving other parts of our business to a different firm?” Many times your current agency will work comfortably and successfully in tandem with another shop as your needs change and will work just as hard, grateful for having not been discarded. Lastly, if you must cut ties, think about it like your employees. The longer they’ve been with you, the longer you want to take to wind them down. Remember, families depend on your business, so don’t quickly cut and run from a partner who has faithfully served you and your team.  9.    Over-Communicate   The best way to get what you want, and not have to go through an unnecessary breakup, is to be loud and clear. If your agency is falling short, don’t be passive-aggressive. Some advertisers may make snide comments or casual digs, but never actually address the issue head-on.  If you’re unhappy, give the relationship the respect it deserves. Call a meeting with the stakeholders, not just your POC, and state in crystal clear language where there are areas for improvement or relationship-threatening trends. Schedule time to revisit and benchmark progress against your concerns. It takes work, but you’ll get better performance, and feel better in the long run, knowing you were diligent about what you could control. 10.    Follow the Golden Rule for their P&L You want your agency to fight to the death for your profitability and growth. So why are so many advertisers so aggressive in negotiating the fees of those that serve them? Remember: a highly profitable agency is lucky to make 2 cents in profits for every dollar of media you spend. Many times it’s under a penny. Also, consider that a good agency can help you double the performance of a mediocre one. A great agency can double the performance of a good agency. The fruit of a great agency partner can help you take a market leadership position and cause sales to skyrocket, and profits along with it. So why be stingy with a partner who can help you earn 100X their fee? Why tempt a great agency to put their B-Team on your account because they’re worried that you’re putting them out of business while they serve you? The most reasonable but uncommon thing to do is stay focused on your goal. Be clear about it. Rather than grind your agency on their fee, be generous. When they surpass your goal, bonus them, just as you would a key employee. Service businesses are so easily kicked around. Be the one that inspires them as a partner to do their best work and stand shoulder to shoulder with you as you best your competitors and surpass your goals. In closing, set goals, be clear, share information, make demands, over communicate, share the spoils of war – BUT FIRST, read Confessions of an Advertising Man.